Simply put, as long as you can use the network (Internet or mobile Internet) to transfer or guide users' offline and actual needs from offline to online, and at the same time, you can return the delivery needs to offline entities that provide specific services, you can realize the O2O application model. As shown in the figure below, the process of demand transfer and value transfer from online to offline and the bridge function of O2O application are vividly described.
Online to offline has been widely used in e-commerce companies and internet companies such as group buying networks, take-away networks and social networks, and the interactive experiential consumption mode of online purchase and offline services has been realized earlier. With the hot online to offline in the past year or two, this method has gradually been paid attention to, valued and tried by logistics enterprises.
At present, logistics enterprises are facing more and more customer service demands of multi-variety, small batch, multi-batch and long time, which requires logistics enterprises to provide more flexible, efficient and real-time service experience. Therefore, the actual needs of customers and higher service requirements require logistics enterprises to take customers as the center and cover business outlets to the maximum extent. Logistics enterprises must have and master more offline logistics resources such as distribution centers, trunk resources and landing distribution resources. For a large number of small and medium-sized logistics enterprises, it is difficult to build and integrate these logistics resources by themselves. It is more necessary to combine these resources through a new model, or integrate them with third-party enterprises and share them with small and medium-sized logistics enterprises to meet the growing diversity and personalized needs of customers.
At present, the employees of logistics enterprises are getting younger and younger, and they can accept the Internet and mobile Internet more and more, which has also become a good mass base for logistics enterprises to try online and offline. More importantly, online to offline is an application based on smart phones, and the logistics field is an industry that is naturally suitable for mobile applications. Whether it is goods, drivers or employees, they basically handle business on the move. Therefore, logistics enterprises are more suitable to adopt O2O operation mode.
Online-to-offline based on mobile Internet can make the vehicle positioning of logistics companies no longer rely on vehicle terminals, and flexibly realize the tracking, monitoring and management of goods. It enables logistics enterprises to quickly establish communication and interaction with cooperative logistics resource enterprises, efficiently integrate logistics resources, and cooperate with each other to complete logistics business operations. O2O operation mode can make offline services online in advance, coordinate resources of all parties in advance, prepare for business operation, avoid wasting time in all handover links, and significantly improve coordination and work efficiency.
Online to offline can strengthen the interaction between shippers and logistics companies, and directly enhance the consumer experience of shippers. Based on smart phones and mobile internet, car owners can contact the staff of logistics companies at any time, communicate business needs in time, and feed back business information in time, thus effectively improving the service experience of car owners. The business operations of logistics companies have gradually got rid of traditional communication methods such as fax, telephone and email, and replaced them with self-media communication methods such as WeChat, APP client and logistics group, which can communicate and cooperate with each other all the time.
Online to offline gives full play to the advantages of smart phones. Market research shows that more than 70% drivers have used smart phones, among which drivers after 1980s and 1990s account for about 25% of the total freight drivers. 20 14 The emerging mobile phone logistics APP, represented by Muli, has been favored by young drivers since its launch, and their mobile phones are basically equipped with goods distribution APP software. Online to offline is more suitable for truck drivers who spend most of their time on the road, making the interaction between logistics companies and drivers possible at any time. Drivers always know the car information of logistics companies, and logistics companies always know the idle state of drivers' cars. There is no need to call the driver. The driver calls the logistics company and asks if he needs a car in the traditional way. On the basis of convenient communication, emerging logistics apps such as Muli Logistics also use big data to achieve multi-dimensional and efficient matching between vehicles and goods, saving drivers more time.
Online to offline can realize business cooperation and support between logistics enterprises, and can organize logistics companies to complete a customer's business at any time. Logistics companies can maintain information communication and exchange at any time through mobile APP software or WeChat platform, establish business cooperation relations, deliver goods, cooperate and support each other in a very short time, and form alliances in the most economical and convenient way.
To sum up, although the O2O operation mode first appeared and prevailed in the consumer industry and the Internet industry, based on the business characteristics of logistics enterprises and the nature of constant movement, it naturally coincides with online to offline. In the future, the transformation and development direction of logistics enterprises will be to replace the traditional logistics operation mode with O2O operation mode.