Some people on Weibo said that some households in Guangdong have invested more than 4 million to do e-commerce, and they all burned without a trace. The end of the paper is shallow, and a practical exercise is the abyss.

The author puts forward some concerns about the B2C+O2O or pure O2O mode that many home businesses are currently taking, and sums up the reasons why the home business has broken into several million but failed:

First: online and offline conflicts of interest

Many home B2C e-commerce companies have introduced the O2O model, and they hope to mix the two to achieve the maximum effect. I don't know if the two feet are walking.

Some home giants and some merchants on Tmall, although introducing the O2O code, call it online to see the price, offline experience, but in the actual operation you will find that the online operators are for their own benefit, they Will persuade consumers to place orders online, some consumers can not help lobbying, will place orders online, so the rule maker's intention is violated.

Their rhetoric for consumers who think about the offline experience is: online and offline styles are different, online is more favorable; whether the rhetoric is true or false, the feeling for the user is very confusing

Originally, it was intended to enhance the loyalty of consumers by exposing users to offline experience stores, reducing the rate of returning orders and avoiding the impact on other dealers, but it shocked the good wishes because of internal interests.

Some consumers who do not listen to lobbying go to the offline experience store, offline sales will try their best to lobby you for the deal, and said that offline transactions are more favorable, styles are not synchronized...

In order to compete for customers, the two groups of people will have certain discount rights at hand, so there will be a situation of online and offline death, which will also disrupt the original price system.

Second: the realization of traffic flow tracking

People who do B2C are very clear, which location of traffic into which page, whether there is a deal in the end, which product is sold, can be tracked in the background of Tmall, so that the location of the traffic can be timely, and landing The product is analyzed and adjusted to maximize ROI.

If traffic is introduced to the line and the line is not sold, the data available on the website is only UV, PV, bounce rate, page arrival rate, etc. There is no marketing data; it is said that many e-commerce companies only rely on these Item data to assess the performance of the delivery team and the channel's input budget.

Such statistics and assessments are very unscientific; marketers who do online advertising know that the traffic value of different channels is different. The traffic from the same search engine, the conversion rate of different words is different. Therefore, just relying on these non-marketing data to decide the budget to be placed often has a lot of blindness; therefore, after many household e-commerce companies have invested 4 million, it is difficult to see the waves because you have no channel at all. .

Third: waste of resources

1: Many cities spread out; many home businesses in order to achieve immediate results, or to prevent traffic waste (flows across the country will flood into the site), or the understanding of O2O is not deep enough, just electric shock spread across the country, also It is easy to cause half-length; the advertising fee of 4 million is not enough for a first-tier city, let alone a lot of cities or the whole country.

In the process of realizing the flow, the docking between the operation team and the landing team is the most important. Before the trust between the two parties is established, the limited operators should be concentrated in one or a limited number of cities to connect. The city works first.

2: There is no right to distribute traffic; many home occupants simply understand that as long as the traffic is distributed to stores around the world, they forget the other fact, that is, the conversion capacity of the stores; in the case of limited budget, the resources are allocated The city with the highest conversion rate, I think a lot of marketers understand this, what about the actual operation?

The distribution right of traffic must be controlled in the hands of the operation team, and controlled and evaluated according to the conversion situation of the stores in each place. Whoever has a high conversion rate and who the traffic is allocated to, rather than letting the natural distribution of traffic.

Fourth: There is no perfect traffic conversion funnel

Speaking back to the previous question, although O2O is simple from online to offline, website promotion and store sales, I think these two basic skills are very good, but the key question is how to import traffic into the website. Store. And in the process of importing, which team has a problem with the implementation, which team to punish, which team to reward, which link to upgrade, etc., all need a perfect flow funnel.

Many electric shock companies do not have a complete flow conversion funnel, but rely on the final sales performance to measure the performance of each link, and decide to launch and evaluate, resulting in a surge in internal contradictions.

The above four points are the reasons for the conclusion of B2C+O2O, or the simple O2O mode from the perspective of the actual operation process; success is accidental, failure has various infeasibility, or that sentence, different companies have Different issues cannot be generalized. The above four points are for reference only!

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