The hottest interpretation of o2o from the perspec

2022-08-21
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From the perspective of platform economics, o2o

o2o platform refers to online tooffline, that is, a mobile Internet business model in which goods or services are associated with online related services in the real world. We can understand o2o from three perspectives

the first point of view is that o2o brings online consumers to real stores or services, that is, to inquire, pay, buy offline goods or services, and then enjoy services offline. This is the first level of understanding of o2o

the second point is that in the process of e-commerce, e-commerce is composed of information flow, capital flow and logistics. O2o is characterized by putting information flow and capital flow on top and putting logistics down. Intuitively, tangible products or intangible services that cannot be delivered by express delivery are precisely o2o's strengths

the third point is that o2o reflects the importance of supporting client-side experience in the era of mobile Internet. The so-called end-to-end refers to the complete process from consumer search and distribution of goods or services that China still needs at the stage of industrialization, informatization, urbanization, marketization and internationalization, to transaction and purchase, to delivery and use of the goods or services, to final re consumption or sharing, which constitutes an end-to-end experience. In general, the o2o platform is an enhancement of the support for the end-to-end experience of consumers in the era of mobile Internet. In this process, o2o platform has a large number of various segmentation business models

with the rapid development of mobile Internet, there are more and more business models of o2o. It is necessary to establish a complete analysis framework for o2o platform, from which we can identify the key elements for the successful operation of o2o platform

first, bilateral users of o2o

on one side of the o2o platform are massive users, and on the other side are offline resources, including physical resources providing services and various enterprises providing goods. The surrounding of o2o platform also includes the auxiliary support forces it needs, including search engine, LBS, payment, social media and other multi-party support forces. Multi party business forces constitute such a complete ecosystem. The basic function of the platform is to realize the connection between large-scale users and offline physical resources, and make consumers become complete and interesting in the process of consumption experience chain with the help of auxiliary support

second, the cross-border effect of o2o

from the perspective of platform architecture and mechanism, o2o Ping provides independent innovation platform for enhancing the coordination and connection ability and international competitiveness of upstream, midstream and downstream enterprises of civil aircraft materials. The cross-border network effect of the platform is very obvious, that is, the increase of users on one side of the platform will lead to the increase of users on the other side. On the side of o2o, if the increase of consumer users will stimulate the increase of merchants, This is most typical, such as group buying. If more consumers can be gathered, more businesses will join. If the business resources continue to increase, it will also provide consumers with more and more choices, which will also be conducive to the increase of consumer users

Third, the same side effect of o2o

the same side network effect of o2o platform is different on both sides. Materials with good plastic properties under static load are called ipsilateral effect, that is, the increase of users on one side of the platform will lead to the increase of users on the same side. For merchants, the same side network effect is very significant. If a merchant benefits from joining the o2o platform, it will directly stimulate other peer merchants to join. However, it may not be so obvious for users. First of all, there are many modes of o2o, and a considerable number of modes point to a segmented customer group. Therefore, the network effect on the same side is not so significant. In addition, it can be seen that the o2o model itself in every consumption experience, strictly speaking, is actually oriented to an individual consumer, and consumers do not necessarily form mutual influence. Therefore, in this sense, the same side network effect of o2o mode in the sense of users is far less obvious than that of social platforms. This also explains in reverse why the o2o model needs to superimpose more and more community elements to continuously enhance its stickiness or enhance its same side network effect

fourth, the multi genus phenomenon of o2o

the so-called multi genus is the stickiness of the platform to users. Whether users are always loyal to the same platform or can choose multiple platforms in parallel. The multi generic effect brought by o2o platform to users on both sides is different. For the user side, the multi genus phenomenon is relatively common. Whether it is classified information, reviews or group purchases, users often expect to benefit from their participation in multiple o2o platforms, and users will always continue to look for better and more cost-effective o2o platforms. Therefore, the multi genus phenomenon is more significant on the user side. On the side of merchants, the phenomenon of multi attribute is weakened correspondingly. As for merchants, they will always follow the Matthew effect and choose the o2o platform that can bring the greatest benefits to them to cooperate. For example, when a hotel chooses Ctrip or "tonight hotel special price" these two platforms, most hotels will choose to cooperate with Ctrip because of Ctrip's near monopoly power. In other words, in this process, due to the competitive relationship between platforms, sometimes the behavior of merchants on this side will be limited

fifth, o2o platform integration

next, we will examine the degree of o2o platform integration, that is, in order to enhance its competitiveness, which components need to be bundled and which components do not need to be bundled during the operation of o2o platform. In general, in the four links of the customer experience chain, some components need to be integrated into the o2o platform, including UGC user created content, social elements, LBS elements, etc. These are increasingly necessary components of o2o, which need to be integrated into the o2o platform. However, for other elements, such as payment and logistics, different o2o platforms will have different choices, which depends on the comprehensive consideration of the difficulty and cost of incorporating specific elements

sixth, the profit model of o2o

in terms of the profit model of o2o platform, simply speaking, o2o can be divided into media o2o platform and channel o2o platform. The former includes classified information stations, price comparison search, comment stations, etc., and this kind of focus is to make profits by collecting traffic and selling advertising. The latter, such as "tonight hotel special", Ctrip, etc., often make profits through the price difference between resources and sales. In terms of the openness of o2o platform, in the long run, with the accumulation of massive user data by o2o platform, the successful o2o platform will increasingly become the data center of user consumption behavior. When the data resources accumulate to a certain amount, we believe that it will gradually encourage more third-party developers to develop richer o2o, which can create a commercially competitive application for many products, To prosper the entire business ecosystem. In fact, this has happened in the field of e-commerce

seventh, o2o platform competition

in terms of o2o platform competition, we can see that o2o platform model will have a feature, that is, o2o various business platforms are relatively easy to converge, which will bring such a competitive result, that is, on the one hand, everyone will compete for scarce offline resources, maintain their monopoly control over offline high-quality resources, and on the other hand, control over information resources, Because this often constitutes a unique attraction to users. Therefore, the competition between monopoly and antitrust, piracy and non piracy of these two kinds of resources will be staged in the process of competition between platforms

generally speaking, o2o model is a platform based business model that faces users in the era of mobile Internet, connects online and offline resources, and has strong vitality. In the future, more exciting innovations of mobile Internet will occur in the field of o2o platform

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