The core of O2O marketing model is online prepayment.
The data shows that even in the United States, where e-commerce is most developed, the proportion of offline consumption is still as high as 92%. Alex Rampell, founder and CEO of TrialPay, described the huge scale of offline consumption as an example. "Online shoppers spend an average of about $65,438+0,000 a year. If the average American earns $40,000 a year, where is the remaining $39,000? The answer is that most of them are consumed locally, and people will spend money on coffee shops, bars, gyms, restaurants, gas stations, plumbers, dry cleaners and hair salons. "
This is not only because offline services cannot be packaged and transported, but more importantly, express delivery itself cannot convey the happiness brought by social experience. However, if we can display offline goods and services online and provide online payment for "booking consumption", we can not only broaden the choices for consumers, but also choose the most anticipated services through online comparison, and enjoy the more suitable services provided by merchants according to the regions of consumers. But if there is no online display, it may be difficult for consumers to know the business information, let alone the word consumption. In addition, merchants who are currently exploring the way forward by using O2O often use more favorable means than offline payment to attract customers to make online payment, which also saves consumers a lot of money.
For local businesses, the original effect of online advertising can be directly transformed into actual purchase behavior. Because every completed order has a "tracking code" on the confirmation page, merchants can know the investment return of online marketing more easily, and at the same time, they can continue to carry out "customer maintenance" in depth. Secondly, O2O is an incremental market. Due to the huge number of service enterprises and strong regionality, it is difficult to advertise on the Internet platform, just like the keywords of bars, KTV and restaurants rarely appear on Baidu, but the appearance of online and offline will make these service businesses jump online for promotion.
On the surface, the key of O2O seems to be the information release on the network, because only the Internet can spread business information faster, farther and wider, and gather strong consumption power instantly. But in fact, the core of O2O is online payment. Once there is no online payment function, the online in O2O is just someone else's wedding dress. As far as group buying is concerned, if you can't provide online payment, you can only ask the merchants for money according to the statistical results after online shopping. As a result, the two sides could not reach an accurate unity on the actual number of buyers and fell into a dispute.
Online payment is not only the completion of payment itself, but also the only sign that a certain consumption can finally form, and it is also the only reliable assessment standard of consumption data. In particular, Internet professional companies that provide online services can only benefit from it if users complete payment online, thus transmitting accurate consumer demand information to offline business partners. No matter B2C or C2C, it is only after consumers can pay online that a complete business form is formed. Online payment is more important in O2O, which focuses on service consumption and does not take advertising revenue as a profit model.