The Core of Traditional Big Data Enterprises to Realize O2O

Big Data: the Core for Traditional Enterprises to Realize O2O

? At present, online media and various forums are full of voices, solutions and case studies of various O2O schools. All kinds of experts are tirelessly tracking the technical trends and market trends of several major Internet giants, hoping to find the key elements for the successful development of O2O from the "trial and error" of various complicated enterprises. In the chaotic period, the interests and strategic intentions of various enterprises are mixed in the complex operation of enterprises, and the noise of various interferences and the influence of several giants on public opinion make many traditional business owners extremely anxious in confusion and anxiety-inaction may be abandoned by history; Actively participating in the rules of the game formulated by several giants may become martyrs in cultivating the market.

So, what is the real O2O? Do traditional enterprises do it now or not? What should I do? This series of puzzles are really "big problems"!

Today, I want to discuss the following topics with you from the perspective of traditional enterprises:

1. What is real O2O?

2. What is the difference between O2O discussed in the Internet circle and O2O that traditional enterprises want?

3. How should traditional enterprises develop O2O to maximize their own interests?

At present, the most popular O2O explanation in the industry is "diverting online consumers to offline stores for consumption through various activities; At the same time, offline consumers will feed back the offline experience to the online after consumption. Obviously, such definitions are all from the perspective of Internet companies. As long as online Internet companies can bring customers to offline stores, even O2O is only responsible for drainage, regardless of whether other businesses make money or not. Is there any way to manage it? Is there any follow-up service?

Obviously, the demands of traditional enterprises are different from those of "on the Internet". The core demands of traditional enterprises are:

To pull guests into the store, making money is more important; To attract tourists, we must be loyal to fans; To improve visibility, we must continue to make profits; We want customers to spread word of mouth, and we also want to know negative feedback.

For traditional enterprises, what key elements should be grasped in order to truly maximize the value brought by "O2O"?

To answer this question, we need to analyze the core needs of enterprises.

First, the existence value of an enterprise is "making money", and any O2O scheme must be based on making money.

Some people may think this statement is too absolute. But who doesn't think so? It's just that most business operators are unwilling to put it on the table. Enterprises only earn popularity, regardless of making money, the final result is bankruptcy, unless it is a charity. Therefore, according to this standard, those who flaunt themselves as "high on the Internet" get big discounts from merchants under the guise of O2O, always saying that they will help offline stores attract new products, and then nominally tell merchants to "be popular first and then make money". For offline stores, these O2O schemes are all "drugs", giving people an illusory feeling of "prosperous business", but in the end they are all gone.

Second, it doesn't matter what O2O is. The key is whether we can enhance the strength of the business and make the business more and more prosperous.

Internet companies are changing all walks of life. Such innovative enterprises look like "barbarians" in traditional enterprises. In the field of O2O, the biggest advantage of the Internet is to digitize consumer behavior information and eliminate all kinds of information asymmetry, so that consumers can easily find what they want according to their own needs. At the same time, according to the analysis of various consumer behaviors, we can understand the potential needs of consumers and interact with consumers through more effective channels. This is the path that Internet companies need to follow to develop O2O.

Then, for traditional enterprises, how to improve their core competitiveness through O2O and make their brands stand out? Obviously, just relying on a few packages and providing a few cash coupons can't give you a differentiated competitive advantage. (Any cooperation with any so-called O2O platform means that it will be constantly squeezed by the platform. The greater the amount of cooperation, the easier it is to be "de-branded". Therefore, for traditional offline entities, O2O must be used to establish their core advantages and form the company's sustainable profitability. This is the key and the real O2O that traditional enterprises need to achieve.

Third, for traditional enterprises, the core of realizing O2O is big data.

Looking back at the role played by the so-called O2O Internet companies in this feast, they finally got all kinds of so-called "consumption data", because with all kinds of data and channels to interact with consumers, it is easy to carry out various types of marketing or interactive activities, which is equivalent to mastering the initiative of the "O2O War". Many articles talk about "now the era of big data has arrived". The so-called big data refers to all kinds of consumer behavior data. Its core is to understand the potential needs of consumers through various data analysis, and then formulate targeted solutions, and spread them through various Internet channels to meet the various needs of consumers, so as to make enterprises grow faster. After understanding this truth, I suddenly realized that this model is also applicable to traditional enterprises. In the tide of O2O, collecting all kinds of consumption data through O2O to form big data with its own brand as the core can reach the "ideal realm" that only Internet companies could reach before. Through the in-depth analysis of big data, the potential consumer demand information is obtained, and then marketing and care are carried out through Internet channels, thus achieving a virtuous circle of "consumers are more satisfied and businesses make more money".

After all, O2O has achieved online and offline integration. In fact, in the context of big data, enterprises have achieved a more accurate grasp of consumer behavior and the initiative of marketing. Any change that is not based on improving the core competitiveness of enterprises is a farce. After the hot spot, it will leave a "chicken feather". (Internet speculation concept 1-2 years, traditional enterprises blindly follow the trend has become the norm of many ignorant enterprises. ). If you want to achieve the goal in every change, you must have a clear grasp of the goal, choose the opportunity to participate, and thoroughly implement the solution. Today, with the prevalence of big data, only by mastering consumption data can we truly grasp the initiative of management!

The above is what Bian Xiao shared with you about the traditional big data enterprises realizing the core of O2O. For more information, you can pay attention to Global Ivy and share more dry goods.