Observe the trend of O2O transformation from shaking

At last we completely detached from the Spring Festival model, but many people still use WeChat's New Year's red envelope to replace the traditional red envelope. I believe that people have been shaken by the Spring Festival Gala and red packets during the Spring Festival to completely change the habits, after all, The figures are too scary: CCTV Spring Festival Evening, the total number of WeChat red envelopes sent and received reached 1.01 billion, and the total amount of interactive interaction reached 11 billion, and the peak value of interaction started at 22:30 reached 810 million times per minute. This number is shocking to every partner and competitor!

Yesterday, I scanned the QR code and shook it today to grab a red envelope. There may be a surprise tomorrow. The WeChat brand public number is combined with a shake. The company’s APP and NFC tags, iBeacon, etc. Touch the combination of these can become the user portal. The 2015 conference will be the core year for the transformation of O2O. Let's shake it from the Spring Festival Gala to see what the core trend of O2O transformation will be.

One of the cores is positioning. Businesses must have a clear business positioning. What are you doing? Who is your user? The WeChat Spring Festival shakes red envelopes with special significance. It is aimed at home users, especially young people who are already heavy users, affecting the middle-aged and elderly people who are potential users, and even young people who work at the first and second line to socialize in the four-and-five-line hometown. Influence extensions. It is actually strengthening the strong relationship based on affection and carrying out new activities through the strong relationship of users. Therefore, the core of the shakeout during the Spring Festival Gala is not only because of the CCTV Spring Festival Evening, but also because of the strong relationship between family relationships, especially the high level of participation in uploading family portraits. In 40 minutes, nearly 40 million family portraits have been uploaded. This is a typical family affection. Positioning. Have you shaken the red envelope when the parents of the church came to shake it?

The second core is to reconstruct the value chain. There is no sense in reconstructing the level and direction of O2O of the value chain. For example, traditional enterprises added an e-commerce platform based on the original distribution model, which can only be regarded as O+O. The value chain must be restructured or shortened to be valuable, and a new model of digital communication is implemented by the shakeout of the Spring Festival Evening, in which consumers connect directly to the digital channel through an omni-channel digital communication platform (weChat screen + CCTV screen + shake motion). The brand (the WeChat red envelope of the brand public number), the connection platform of users and brands replaces the complicated chain of traditional complex media, advertisement production, placement, and conversion.

The third core is to establish an entrance. Shaking it off is an action function that is very low to find someone, because this time, the Spring Festival Galley shakes the red envelope and reconstructs this action as an entry that the user actively triggers, similar to iBeacon, NFC, etc., shaking it and shaking it. People, shake music, shake red envelopes, want TV programs, then if you shake the interface if you open, shake the entrance with the corporate public number or mobile APP combination can design a lot of fun models. In this era, it is basically necessary to declare that the traffic is dead, and that the entrance is everything!

The fourth core is the construction scenario. The core of O2O is the experience. The basis of the experience is the scene. The scene is the key to drive the user or the user to lead. It combines the virtual experience with the actual experience to realize the virtual reality experience. The New Year's Eve is a typical traditional scene for New Year's Eve, which is a typical traditional scene. The Spring Festival Evening shakes the red envelope scene effectively. Through the Spring Festival Evening and multi-screen interaction, all people grab red packets on the basis of traditional behavior. When the amount of money is not important, the key lies in the use of the whole family to grab red packets. And in addition to shaking the red envelope, it also includes other interactive methods: Star New Year, upload family portrait, good friends New Year's greetings, good year greeting cards for friends, small video, egg red envelopes, Easter egg pages, real-time program, etc. These interactive methods effectively constitute Spring Festival evening virtual scene.

The fifth core is cross-screen interaction. O2O will use the smart phone's screen as its core hub, and further interact with TV screens, Pad screens, intra-field interactive screens, advertising scroll screens, and cash register dual screens to achieve the input and output of O2O scenes, and through multi-screen Switching to achieve multi-scene driving. For example, during the Spring Festival Evening Shake, through the TV screen prompts, the user began to want to see if the phone screen to grab a red envelope, and then continue to pay attention to the TV screen data and tips, and then further shake, grab can also be issued again on the phone screen To WeChat friends on the phone screen.

The sixth core is the index. The number of actions, time, geographic location, etc. that have been shaken has been digitized, and billions of data can be translated into user awareness and behavioral quantification. If the Spring Festival Evening is shaken, a red envelope index can be created. Look at the family grab rate or XXX rate, to promote the potential users of the family to pull new and various families and regional PK, which is more conducive to improving the user's activity.

2015 is no longer a pure Internet model that talks about e-commerce and mobile apps. The company's O2O transformation has begun to settle into a clear business position, the actual integration of customer experience and the application of innovative technologies, and ultimately can achieve an omni-channel digital customer experience O2O system!