O2O top-down and bottom-O2O!at the end of 2010 I began to discuss O2O on Weibo, many people think that in the discussion of JORDAN the so-called \u0026 ldquo; \u0026 rdquo ;, a new concept but with the rapid development and popularization of my home building industry's further practice and intelligent terminals in , O2O entered from the conceptual level to a wider range of practice areas, especially in the rapidly growing food and beverage industry, so many other industries O2O suddenly found so close, it seems that by this way, the traditional business into the e-commerce will become more easy and offline store irreplaceable great advantage was in full play, allowing monopolistic electricity providers and large enterprises to compete on an equal footing. In fact, for the time being not to discuss whether O2O able to succeed in making the traditional retail electricity provider in the field, a single from O2O itself, can not ignore that the end of the line that end O O also coveted the line, so as a traditional business We need to think further from top to bottom (Online to Offline), from the bottom up (Offline to Online) different paths and their advantages and disadvantages of their own electricity supplier really find a way through O2O new business development. I give China Mobile, China Telecom companies such as House of time, for the traditional enterprise Nike LeBron 11 and commercial enterprises have a very vivid metaphor, that the Army and Air Force. We all know that in all the military services, the Air Force is the most superiority, because the Air Force of the fastest, best-equipped and most extensive range combat, survival is the highest. That they can fight in the air, but also to the land combat, but also in the sea battle. So for business enterprise, they are state air force, air force electricity suppliers to see the military services have: a, born Nike Barkley Posite Max with the competitive environment in the flat this rapid development of Internet, Nike Air Max very adapt to the rapidly changing consumer and more stacked competitors, and willing to compete accustomed to competition, means and methods of competition, diverse and flexible in order to deal with such a competitive environment, the company's internal organizational structure and a comprehensive system settings, thereby forming a strong endogenous force of enterprises culture. Second, all employees are able to skillfully operate a D Rose IV higher level than the office software more complex systems or B2C shop front and back, and even small-scale self-developed ERP management system. For mining Nike Kobe 9 Elite Low and understanding the data it can be said to be born, even obsessed data through data to guide all aspects of the work has become the norm. Third, popular at home and abroad to fully grasp the technology trends, applications and business models, it is possible to select the most cost effective resources in a variety of Internet marketing tools will be using the most rational allocation and achieve sales and profit in the low price. Fourth, the closer and his loyal user multi-faceted multi-channel communication, rather than a simple Email or SMS message push, which they clearly more efficient way of user contact, can use a variety of small software to track their users and provide the appropriate interaction and services, how to more cost-effectively service users has gradually formed a system, and even some commercial enterprises has reached an advanced stage of CRM applications, that is personalization and data-oriented. Fifth, due to the characteristics of network marketing, they are able to carry out development in the country, operational headquarters in Beijing, sales channel management in Hangzhou, the manufacturer in Guangzhou. Inter-provincial management for them and there is not much risk and difficulty, internal processes and systems can be a good form of management and operations management across the region. These advantages, as the Army's traditional businesses, many still in its infancy, and many are simply not set up, from these dimensions, the top-down electricity supplier for the Air Force, Nike Kobe VIII is clearly on the bottom than to the traditional enterprise advantage, which is this year the traditional business into the electricity business success rate is low, and the line under the brand name (especially the Amoy brand) into the line to open stores water from the wind, Nike Air Jordan 11 Women but the main reason for doing, they will above replication advantage starting line, the so shop faster, higher operational efficiency, lower cost. Plus user base and brand accumulation on the network, and Nike Air Griffey Max more three-dimensional O2O marketing system, not only did not result in a so-called impact of online and offline, to truly create a 1 + 1 \u0026 gt; Effect 2. Through the line stores opened, ripe for a new user group, these groups are not basic online shopping or impossible to Taobao / day cat shopping, but are accustomed to shopping, face the same price and better design sense, marketing innovation and brand merchandise, also produced a new impulse shopping, to achieve brand loyalty transfer. The attempt of the line to buy at another level once again promote the growth of online business, after all, brands are not worried about where you buy, but worried that you no longer buy their brand! By online branding makes operating costs lower, stronger marketing and data analysis capabilities, and then realize after a certain size and then back to the next line, which seems to gradually become the trend of business development, from Apple's success and performance of millet phone has been enough to illustrate this point, and Taobao platform born then go Lynx Mall brand business to a larger scale development and growing internet marketing costs to consider, the overall cost of basic offline and online convergence, after all the foregoing even if they have the ability to increase rate is not difficult to imagine in only 3 to 5 times, still has a clear advantage on cost Nike Lunar Hyperdunk Low increases over the next 5 to 10 times higher than traditional offline brands, this advantage so that when the network brand into the line. Of course, when it comes to top-down O, we will also think of people and goods, the problem seems to me rather than to the next on the O more easily solved. Let me talk about talent, management difficulty and at the request of the line itself is relatively small, China's retail development talent itself has been very slow, by more advanced technology management and corporate culture, talent network brand into the line at the time Recruitment and managers actually have obvious advantages over traditional enterprise: First, low-cost culture; second is pay for online brand people who appear to be cheaper; Third, online companies used to do more with fewer people and valuable thing, after all line personnel costs relatively high from the outset. Besides commodity issues, the greater is the \u0026 Cheap Nike Free Outlet ldquo; Supply Chain \u0026 rdquo; side management, supply chain involving a wide, I pick two points to illustrate: First, abundance of goods, store it for the next line, a 30-square-meter store will requirements exceed 100 to 200 single items, so-called little more than money. But with Apple's innovation and development, more than Air Jordan Outlet 2,000 square meters of the Apple store still can be placed only three products, then repeat display for sale, this does not affect Apple's sales, but this multiplayer experience with a product of the way to get people music is not he; the second is research and design of goods, due to the New Basketball Shoes competition line flatter and intense, how to get under consumers' sustainable consumption is more difficult than the cable companies under the (fixed-line business to get high traffic stores resource after you can easily obtain consumption and repeat purchases), then it requires online brands more emphasis on brand positioning and product R \u0026 D, so there have been studies or practice a friend in this regard will be more profound experience. Top-down makes some startling O listen, in fact, the traditional brands at this time should cast aside while learning to network brand, the Air Force can develop their own team through the establishment of a network of new brands or sub-brands the way, combined with the advantages Nike Air Jordan 3 of resources and supply chain advantages stores, traditional talent and management advantages, depth and persistence ground forces to promote the development of new services. The other is to strengthen our brand beliefs, not longer \u0026 ldquo; consumer psychology trend \u0026 rdquo; the impact to online and offline ways to carry out the same below the price of the original brand merchandise sales, perhaps making the supreme and through this combination of talent on the O to produce greater results. For general merchandise retailers, to establish their own O2O loop system pressure at Lynx Kevin Durant has not realistic, how to back up the development to pour down the O has become the core business model, that is, in his own development of non offline retail platform brand, in the development of these brands for some time before returning to assist its retail stores under the line more effective and in line with a future development of the brand. Of course, this is only stage for humane business systems, there is no online mode and offline experience and the lower line of business, after all, can only have equal shares, online and offline substituted in the human and business logic is no longer possible! Via i By Zhuang Shuai dark horse