Falling snow in a person's life, we cannot all see
2015 is very hot in the summer, Ali detonated with suning Alliance e-commerce boom, Ning Zetao win ignited many to marry young girls, each celebrity show show show for winning attention, hormones that manic volatility, mixture of sweat and happy. In this hot season, everyone seems to be so high. However, a group of such persons, their world, snow in July, cold wind penetration. In the hot summer sun, wrapped in a ragged blanket, look forward to quickly go through the long winter. Lens not aligning them, the topic is not on them, but they still exist in the US: this is what we call the chain of sunset industries.
In late July, after Xiang-e, another chain restaurant and stirring out of the group, its name is Daikanyama. For nearly two years, with the exception of daikanyama and Hunan, Hubei, and many chains like dominoes falling, big business could not escape the fate of the Empire: Wanda domestic retail giant department stores closed nearly 40 real stores; the global restaurant chain McDonald's closed 80 stores in China. Commercial giant, multinational chains are unpopular, and wind was blowing to the bone. Insiders think pessimistically, this is just the beginning of winter, the cold wave will continue in the second half of this year hit, industry chain will also usher in a larger wave of closing.
This winter is not without reason, form a Blizzard of cold wave that has emerged in the industry:
1, the "public face", is nothing new. Homogeneous product, competition, price war, but in reality is where scuffles, and no progress.
2, the industrial chain long, costly infections "common traditional enterprises with Chinese characteristics". As one of the traditional enterprises, a long industry chain, red tape management system, personal, chaotic industry ecology industry into inefficient situation.
3, all of a sudden rise of mass bombing. Stereo Omni-directional under siege, many chains unfortunately become the cannon fodder of wars and a dressing room.
Wind is howling, was standing still like hanhao bird to starve, or find the subway to spring, every step of the way, every decision, require determination of the strong man's broken wrist. Life is not a fairy tale, even if efforts also have greater difficulties and even the danger of being out of the market.
O2O the straw, was crushed to death by chain or last chance?
O2O hot spells sharply reduced after the market began to cool, investors are starting to become rational. Some say O2O rich burning money Carnival, is a utopian vision; others say, O2O is the perfect way to change China's current business model, the ideal transition. O2O nothing, only suitable for people with it, to good use. O2O+ chain combination, in my opinion, it would be a perfect match.
O2O pattern is characterized by a focus on data collection and analysis. In the traditional chain business model, why consumers, why go, a rise in commodity sales why, why the product unmarketable, businesses unable to get these key data, O2O marketing data collection and analysis possible. Liu Yi Zhou Xuan capital entrepreneurship and
O2O more attention is an experienced business models, Enterprise, O2O biggest role is to inspire stores energy. In traditional marketing models in the stores as a business consumer-facing window, the main function is to help businesses selling products to consumers. O2O models arrived, other than product sales, companies can put many stores for experiencing the proliferation of services, enhance the popularity and attract a large number of high viscosity flow, that is, increase sales, and help enterprises to expand business scope, increase the added value of enterprises.
The age of the Internet, chain-like enterprise facing a new operating environment, down the shrine of dubayifang, they have to keep pace with the times and learn how to do business again. O2O mode by virtue of the connection mode online and offline advantage and attention to service of data and experience, become a chain back in the competition advantage of enterprises useful artifact, if the chain can overcome the problem of homogenization, then returned to 20 years old, has once again become the focus of the market, it is not difficult.
O2O core: normal is a crime, the exclusive precious
O2O and chain enterprise is must distribution, but chain enterprise why has been no get to O2O of g points does? business difficult of most important reasons is with quality of serious, peer Zhijian mutual plagiarism, competition often into price war, and publicity war, last evolution for capital war, pressure thin profit of while let enterprise back Shang has heavy of funds burden, slightly accidentally on "body died country out".
Restaurant chain in the industry seen such an example. Qian years, off slag biscuits, and beer duck such of chain joined enterprise on had shine moment, established of early with with large publicity fast occupation market, but did not last long, due to products line too single, two home chain enterprise quickly into with quality of circles, imitation they of enterprise constantly appeared, forced this two a Enterprise began free Hugh no check of price war, joined business had to constantly of down price to attract consumers, many joined shop for unable to burden and helpless failed, eventually produced chain reaction, earthquake to has, whole off slag biscuits, and Beer duck store of collective "killed".
Homogenization of competition detrimental not only for enterprises, and for the industry as a whole is a nightmare. How to avoid the homogeneity? enterprises need to know ourselves, according to its own characteristics and attributes on the deep development of products and services, make them unique and not easily copied, on the exclusive trademark.
For example, a well-known domestic children's clothing was originally a "Amoy brand of" children's clothing sales after the first rank in Taobao, hope to expand the line of business to enhance brand impact. In operation, the homogeneity of a face risks in opening up the line of business, the characteristic features of a market for children to experience business: Princess experience. Here children will become Princess. Includes as a young Princess parties, body shaping, runway show, jewelry, DIY and many other services. This service supported the participation of more than one child at the same time, children can and his partners spent a happy day. Princess experience in this line of business is a first step towards differentiation. After this incident, the store is not only a product of a sales center, is to integrate the special services for children, attracted a large number of customers at the same time, avoid risks, greatly expanded the scope of a business.
A differentiated experiential services have been carried out, with third-party e-commerce platform to help them build the O2O e-commerce system. When parents at the front desk for an appointment through the system, needs to provide the child's name as well as participate in the child's name, date of birth and contact information, such as created a huge potential customer base, O2O a brought valuable customer data, continued to dig a deep well. Rely on differentiated services, a successful transition O2O, Dragon Boat Festival is a three-day holiday of the year, completed a 28 million yuan of sales success.
Differentiated business model, which can raise the competition strength of chain enterprises, avoiding the risks of homogenization competition, can expand the business scope of the enterprise, increase the added value of products, can be said to be key to help business transformation, development, service provider O2O. Visible in the Internet era, the doctrine is not a good plan, stayed baobuqi will die and find your own personality to flourish, is breaking into O2O circle of positive solutions.
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