"Internet +" fire LED how to expand

2015 is destined to become the first year of "mass entrepreneurship and innovation". After the Spring Festival season, the annual hot words will appear one after another, from the entertainment industry's “duang” to the media industry’s “under the dome” and then to the “technical” and even the national “Internet+”. LED lighting companies in the Internet and O2O e-commerce surrounded by how to break it?

Of course, the hottest non-Internet+ is none other than the hottest. On the morning of March 5, this year’s government work report stated that the government will formulate the “Internet Plus” initiative. So far, this was first proposed by Analysys International, and the vocabulary that NPC deputy, chairman and CEO of Tencent Chairman Ma Huateng carried forward, was formally incorporated into the government work report and was raised to national will.

"Internet +" fire LED companies how to expand in O2O?

However, "Internet +" is more focused on the strategic level, and its landing practice is inseparable from the "O2O+". "Internet +", that is, the integration of Internet and traditional industry innovations, specifically refers to the Internet's use of its information transparency, lower transaction costs, promote the deepening of division of labor and improve labor productivity and other features, and promote the transformation and upgrading of all walks of life. At the practical level, what kind of pattern does the “Internet +” specifically take root? The answer is “O2O+” which prevails in the group of entrepreneurs.

"'Internet +': Beginning with O2O's Breakthrough"

"'Internet+' began with the breakthrough of O2O." People's Posts and Telecommunications have commented on this. On August 18 last year, Alipay announced that it would build a mobile medical service platform with the Shanghai First Maternal and Child Health Hospital to launch the "Future Hospital" program. The People's Posts and Telecommunications News commented that: Internet companies and traditional enterprises have found a new breakthrough in creating the “Internet+” business model after they have got rid of the misunderstandings of O2O.

This misconception is that one-sided thinking that the boundaries of O2O has natural limitations. In fact, in recent years, O2O has expanded from the original localized lifestyle services such as retail and catering to the entire tertiary industry, forming new formats such as internet finance, internet transportation, internet medical care, and internet education, etc. Second industry penetration. On August 12, 2014, Sinopec announced that Sinopec's gas station convenience store network covering the entire country will be interconnected with the logistics network of SF Express to jointly develop new services such as O2O. According to the agreement, the two parties will mainly carry out business cooperation in three areas including O2O business, oil sales, logistics and distribution, and cross-marketing.

The continuous expansion of the O2O border indicates that "O2O+" is not only a powerful landing operability, but also a powerful tool for the Internet to transform the traditional industries, that is, the "Internet +" breakthrough.

On the one hand, “Internet Plus” emphasizes linking up traditional industries with the Internet, transforming traditional industries, especially manufacturing industries, through the Internet’s strong organizational efficiency and innovation capabilities, and integrating the Internet with other industries such as industry, commerce, and finance. To drive innovation.

On the other hand, in the face of the “Internet +” tide, traditional industries are generally faced with the difficult transition from turning hardware into service, turning functionality into experience, and turning users into fans. "O2O+" provides an idea for the effective landing of "Internet+": by emphasizing customer supremacy, offline experience and online payment, O2O has successfully transformed customers into users and become fans. At the same time, O2O has helped fans economically and online. Payment, through the combination of hardware and software and the pursuit of the ultimate experience, provides the possibility of hardware service, such as the millet phone is a typical case.

O2O and "O2O+"

There is already a lot of discussion about O2O (Online To Offline). Generally speaking, O2O refers to the combination of offline business opportunities and the Internet, making the Internet a frontline for offline transactions. Then, what is "O2O+"? As the name suggests, "O2O+" is an organic combination of O2O mode and other modes, including B2C, C2B, P2P, and F2C.

This paper believes that the two major reasons determine that it is difficult to have a pure O2O model enterprise in practice, but only an "O2O+" mixed model enterprise:

First of all, O2O is more of an online and offline integration thinking than a mature business model. A business model is a conceptual tool that contains a series of elements and their relationships that illustrate the business logic of a particular entity. It describes the value that the company can provide to its customers, as well as the company's internal structure, partner network, and relationship capital to achieve (create, sell, and deliver) this value and generate sustainable profitable revenue. Different from B2C, C2B, C2C, and P2P, O2O does not have a clear target market, marketing positioning, transaction structure, and other necessary elements. It only emphasizes online and offline integration, online payment, and offline customer experience.

Second, the single model usually does not apply at the practical level. According to Zhang Ligang, chairman and chief executive of Alcon Group, a single business model, especially in China, poses a great risk to the company. Taking P2P as an example, due to the incompleteness of the domestic credit information system and the resulting information disclosure, financial supervision, platform liability and risk issues, the risk of immigration online credit loan qualification is not mature, including video authentication and bank flow checking. Billing, identity authentication, etc. This also determines that the pure line online loan model represented by Lending Club is not applicable to China, and the combination of online and offline “P2P+O2O” mode is more practical.

Mixed mode "O2O+X"

I have discussed more about the hybrid mode "O2O+X".

Unlike the "Internet Plus" of macroscopic nature, "O2O+" is more microscopic and is favored by a large number of small and medium startup companies. Although the hybrid model "O2O+X" is extremely popular among entrepreneurs and it is widely used, it rarely causes widespread social concern. With the help of the "Internet+", this article attempts to sort out this hybrid model again. At the same time, it is expected that "O2O+" can also be promoted as a basic strategy or a business model: "O2O+B2C"

Some people think that O2O started in the retail industry. The transformation effect of O2O on traditional retail industry is not only reflected in its enormous destructive impact power, but also reflected in the e-commerce giants' invasion of offline retail “O2O+B2C” model. This also explains some people's doubts about O2O, that is O2O is a false proposition, because the ultimate goal of retailers is a generalized channel.

"O2O+ B2C" also applies to other industries. In the automobile maintenance and tourism leasing industry, Tujia.com and Tuyue.com have adopted a unified management approach through continuous cooperation with offline stores to continuously explore the "O2O+ B2C" hybrid model.

"O2O+C2B"

About the "O2O + C2B" hybrid mode has been discussed before.

Due to the delay in the development of agricultural e-commerce and the special nature of fresh products, the domestic fresh market has a market of 100 billion, but it is almost universally lossy. The characteristics of short fresh shelf life, difficult storage, diversification of user's consumption habits, strict requirements on logistics distribution, etc., make it difficult for the fresh food market to achieve standardized and large-scale development on a pure line within a short period of time. Under the premise of existing logistics and refrigeration technologies, the breakthrough of the development of fresh e-commerce and even the entire agricultural product e-commerce can be focused on the needs of users, and the direction of innovation will be shifted from the B-side to the C-side, that is, the "O2O+C2B" mixture. Models, such as the United States fresh electricity supplier "Farmigo", British supermarket Argos, domestic daily fresh, Kang Sink and so on.

The "O2O+ C2B" hybrid mode is suitable for diversified user requirements, obvious customization, and strong offline experience, and can not realize the standardized and scaled-up effect on the line within a short period of time. It requires the integration of online and offline industries. For example, the furniture industry in Shangpin Delivery has also applied “O2O+ C2B” to the furniture industry with obvious individual needs.

"O2O+P2P"

The "O2O+P2P" hybrid model is discussed in detail in the article "The Mixed Mode of "P2P + O2O" published by the titanium media, perhaps the next outlet." It should be noted that P2P (Peer to Peer) is derived from technical terms and is intended for peer-to-peer and peer-to-peer networks. In domestic commerce, P2P is not only used in Internet finance, but is also prevalent in many areas such as rental cars, tourism, and real estate. Sometimes it is called "C2C," "crowdsourcing," or even "shared economy." .

Due to the huge differences in domestic and international social development and the imperfections of the domestic credit system, the pure online P2P model does not apply to China. The "P2P + O2O" hybrid model is the most practical choice. For details, see the above article, which will not be repeated here.

"O2O+LBS"

LBS (Location Based Service), that is, location-based service, refers to the location information of a mobile terminal user obtained through the telecommunication network of a telecommunication mobile operator or an external positioning method, and provides corresponding services to the user under the support of the GIS platform. A value-added service. The LBS is a combination of a mobile communication network and a computer network. The two networks realize interaction through gateways, and are widely used in entertainment games, tourism, life services, and social networking.

LBS not only has natural commonality with O2O, but also brings O2O services into the mobile Internet era. The characteristics of high LBS coverage and precise positioning precisely compensate for the ambiguity of O2O model target market and inaccurate marketing positioning. At present, the “O2O+LBS” hybrid model has formed a clear profit model: four stable profit-making channels such as advertising on the platform, distribution and acquisition of revenues through difference transactions, sharing from group buying merchants, and sharing with group buying websites. In the future, the "O2O+LBS" hybrid model will gradually infiltrate into the social field.

In addition, the "O2O+LBS" hybrid mode is one of the main differences between Chinese and foreign LBS models. The initial profit of Foursquare, the originator of LBS, mainly through two major channels: commercial advertising income and statistical information sales revenue, completely concentrated on the online level. As a world-class platform, although Foursquare has accumulated hundreds of millions of information and users, it has never placed a strategic focus on how to expand and operate offline merchant resources; while domestic LBS companies and their businesses are mainly based on the development of O2O and Offline business, such as public comment network, Baidu map, WeChat and so on.

"O2O+F2C"

F2C (Factory to customer), from the factory to the consumer, means that the manufacturer directly faces the consumer and the product can be sent directly from the production line to the consumer. Since there is no intermediate channel provider, quality assurance is at the same time cheaper than similar products. Repay customers and serve consumers. The advantages of both quality and price are unmatched by other platforms.

Due to the high quality of services and the promising prospects, the F2C model is rapidly becoming popular with the help of the Internet and online payment. However, due to the limitation of the development stage, F2C model manufacturers cannot provide and guarantee a perfect user experience, and thus cannot completely leave franchisees and physical stores within a short period of time. At the same time, consumers also need offline experience, and require manufacturers to conduct a series of Offline certification, bank credit guarantee, insurance company risk guarantee, etc. This determines the inevitability of the domestic "O2O+F2C" hybrid model at this stage.

Due to the high quality of service and first-rate user experience, “O2O+F2C” is more prevalent in brand companies such as Ou Lilai, Meizu, Big Dipper Mobile, IKEA, Decathlon, LeHaus, ZARA, and H&M. It is reported that Opel Li has worked closely with major banks in China to achieve credit guarantees. TDiam diamonds provide double protection for drilling.