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O2O Business Patterns and Developing Strategies

Casillas J C.

Abstract

To most of people,O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that is,a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity,and in recent years, mobile Internet is beyond ordinary people

imagine the pace of development， make O2O business model more rich， let more O2O

mentioned. However, the majority of O2O discussion often too shallow layers. Therefore, it is

necessary to understand the O2O business model, and think about effecive O2O strategy.

Key words: O2O business pattern; Electronic commerce; Development strategy

1 Introduction

O2O mainly depending on the degree of active network goods to complete the construction of the actual goods store, carry, people can choose their own goods at home at any time and

complete the related transactions, then can enjoy the activities of the entity stores offer directly.

The basic existing way is to use a discount,sales information and service standard of complete

online business structure transformation. This is like is the center of the network as offline

trading platform, the shop which can be realized using this channel, assures the consumer also

dispense with the trouble that the entity shop and the goods directly to screening,this

convenient service process started by most Internet users, and promote its has been towards

larger scale expansion and development.

2 The background and objectives of O2O

Is the background of the O2O business model, in addition to pure Offline business or community, other business or community may have Offline (Offline) and Online (Online) two pieces,needto get through. Current situation is that many businesses online and offline business/community contact closely, even fragmented.online and offline business or community to enterprises

development is adverse,it also clearly against the idea of integrated marketing communications.

In fact,online and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics,respectively, the two sides form

Partnerships, so more conducive to the comprehensive development of the enterprise, to

produce more benefits. In the end of the O2O fundamental goal is to get through offline and

online. From the concrete situation, O2O is divided into the development of new customers and

retaining old customers two stage, two stages have different goals. For the new customer development stage,the main target of the O2O has two kinds: one kind is drainage to offline,another kind is the drainage to online. For retaining old customers stage, O2Os main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loop, let

the customer constantly shuttling between online and offline.O2O combination of four different business model for the application of the O2O,one thing must first clear train of thought,namely

the O2O are contain both online and offline business or community enterprise， its have four kinds of offline online portfolio model.

First, there is online offline consumption/community.This is a must to offline consumption O2O mode, online mainly online interactions, and conduct some discount or promotional activities. This model adapted to the consumption must personally to the scene of hotel, catering and other fields.

The second category is offline/online consumer communityrsquo;. This is a kind of online sales only O2O mode, online and online communication or promotion effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores only online store of pure online electricity field.

The third kind is consumption/community offline/online communitiesrsquo;. This is a kind of online and offline sales O2O mode at the same time, the demand of online and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the online store and offline store area.

The fourth class for online offline communityrsquo;. This is a no sales O2O mode,suitable for offline and offline communication interactive social platform.

If the careful analysis of online consumer/community,its may be divided into multiple positions, such as official website/online store, mobile APP/mobile online store and the official account of all kinds of social networking sites, and the drainage problem between them. Whether the above what combination of O2O business model,are need to drainage of new customers and retain old customers. Just, drainage could be launched in online or offline. From a new customer online by drainage could lead to the offline or online, the drainage from offline launch will new customers to online (from offline drainage to offline does not belong to the scope of this article).When a

new customer is led to the offline or online platform,there needs to be optimized registration and

service process,and force them into your real customers,and start spending or integrated into thecommunity. Then, the focus of the target is to let the person has become a customer willing to long-term consumption or use your community, and make them willing to online and offline in the closed loop back and forth.

3 Analysis of the actual effect of O2O business model

In electronic commerce management structure, the user accounts actual position is more

Important, the specific influence of preferential treatment and services of different businesses have a more comprehensive and scientific information, at the same time able to quickly complete a commodity consulting and reserva

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