O2O recipe for patients in traditional chain enterprises

Under the impact of the Internet tide, the traditional chain empire has already fallen into anxiety. Traditionally, traditional chain companies have been struggling to find a suitable e-commerce road, but they have repeatedly hit the wall. It was not until recently that it was discovered that O2O was the best shortcut for chain companies to touch the network. However, unfortunately, in the exploration of O2O, traditional chain enterprises have fallen into a very serious mode dilemma:

Dilemma 1: I don't know what O2O is all about. Many chain companies thought that it would be called O2O if they just got a WeChat platform, so they sent some information about the activities of each branch address and phone number, but found that there was no effect, and the store was still deserted. There are also some enterprises to build the O2O model: after the consumer enters the WeChat platform, the system automatically locates the customer's geographic location, and then pushes the nearest branch to the customer. However, opening the branch is only showing some promotional information of the offline branch, the customer can't browse online. Goods, order and payment. Appearance is a framework of a tall store and a chain store. In fact, online branches are ineffective, let alone online and offline closed-loop transactions.

Dilemma 2: Unable to connect online and offline systems. Inventory, products, members, orders can not be synchronized online and offline, the main store and the branch can not share inventory, what is the online and offline integration?

Dilemma 3: The difficulty of online extension is extremely large. Many chain companies use online as a channel for customers, but pushing product information and preferential information all day can not bring new customers. Coupled with the fact that many customers are experiencing O2O for the first time, they are not trusting enough for the company to introduce them to the store experience. This has led to the stagnation of most O2O projects after the establishment of O2O projects.

Dilemma 4: The branch does not cooperate with the head office to implement O2O. Originally, the head office asked the branch to let the customers in the store scan the QR code of the Wechat platform of the main store. It is also to solve the problem that it is difficult to find the customers in the offline branch, and the order for the customer to trade online is the branch store, but the branch. This is not to be appreciated, but the goods are not issued or delayed delivery.

Dilemma 5: The store guides are not very motivated by O2O. A customer goes to the branch, the shopping guide takes the QR code of the head office to sweep him, or he scans the QR code of the product himself. After the careful service of the shopping guide, he buys it online, and online. The purchase does not bring a commission to the purchaser. In this way, what incentives does the store guide have to support the head office O2O? If the head office continues to enforce, the consequences will only be the decline in the quality of the guide's service, which in turn affects the consumer's shopping experience.

Why is the chain O2O going into such a severe situation?

The reason is that many chain enterprises are doing O2O purely for O2O. The O2O model constructed cannot solve the deep pains of traditional chain enterprises, and it is impossible to land. Fortunately, there are still some successful models to learn from, and the most successful traditional chain O2O solution is Micronet's original "chain store O2O + MLC + API" mode.