What is o2o? How do physical retailers create o2o_ common retail online to offline types?

1. Rich product line.

Why is the product line rich? Because a rich product line can improve the conversion rate, increase customers' recognition of the website and drive sales. Rich product lines can be their own products or integrated products. Products must be able to support the operation of the whole system, and it is difficult for a single product to achieve early profitability. Only with abundant capital and the ability to burn money can we help the whole system construction. Of course, if the unit price and profit of customers such as furniture are relatively high, you can choose several combinations to support the whole business and gradually increase the product line.

2. Physical store resources.

Physical store channel is a must. If you have no customers online and no physical store resources offline, the whole system is extremely risky to build. Therefore, it is best for traditional industries to achieve a flat channel in a region, supported by local physical store resources. Without direct stores, there must be physical stores willing to obey the integration and actively cooperate, and there are not many cities in the early stage. According to the size of the city, 5- 10 can support the system.

3. Site preparation.

Because the online and offline system is huge, it is difficult to launch it nationwide like Suning. I even suggest testing in a region and a city first. Then the preparation of pre-selection is very important, including market maturity, whether there are enough online shoppers, the cooperation of physical stores, warehousing and logistics, team formation and so on. If it is a second-and third-tier city, the team formation cycle may be longer, and it is still difficult to convince talents to return.

4. Team building.

If traditional enterprises do not have their own e-commerce team, the requirements for the team will be higher. If an e-commerce team has worked for one or two years, the core person in charge needs to be familiar with the offline operating system and independent websites. This is not something that a Taobao store manager in JD.COM can do. He must have at least several years of experience in operating independent e-commerce websites and have a deep understanding of offline channel warehousing and logistics. It is best to be familiar with the industry, but it is difficult to find such talents. Secondly, in terms of technology, because you can open a Taobao shop without technical design, you don't need a technical team, but you need to be a technical team. The early stage can be simple or complicated, but the person in charge of this technical core must have the experience of an architect, so as to design the website and system functions according to the business, evaluate the working time and cost, and choose outsourcing or independent development.

5. preparation of funds.

Because the foundation of each company is different, the start-up capital ranges from 2 million to 5 million. The main difference lies in system construction and membership promotion. If the electronic system of traditional enterprises has been improved and a large amount of membership data has been accumulated in warehousing construction, the cost of technology research and development and marketing promotion will be greatly reduced. In the early stage, if the R&D and outsourcing costs of ERP, website development, CRM and physical store invoicing system are high, the warehouse can be scaled according to the product line from small to large, and the promotion cost must also be prepared.

6. It's time to prepare.

Personally, time is also very important. On the one hand, team running-in time, system development and testing time, warehousing and logistics construction time and business online time are very important. If it is easy to start in the peak season, the business training time, including the training of merchants and personnel, should help relevant personnel master the business process and system operation, promotion time, etc. These times are urgent and need to be planned as a whole.