O2O is probably the field that has attracted the most attention from entrepreneurs，Probably the entrepreneurial field with the highest mortality rate。The threshold for O2O entrepreneurship is relatively low，It seems that we need to get a WeChat ID first，Just find a few people in your community and start doing it，However, it is not easy to gain a foothold。and，Nowadays O2O seems to be no longer a light business，But it’s getting heavier and heavier。This increases the difficulty of starting a successful business。

In the past two years，O2O startups receive financing almost every day，O2O projects continue to die。What’s behind the fierce battle between giants in the O2O industry，It is also a bloody field where startup companies fell。There are statistics that show，More than 300 Chinese Internet startups involving 16 fields have closed down one after another。

For example, because of low frequency、The beauty industry O2O that dies due to non-essential needs;Because of insufficient online traffic、Housekeeping who fell due to too high offline barriers、Pet care and other community O2O;Because of low frequency of consumption、Wedding O2O closed due to lack of resources;A real estate O2O that went bankrupt due to the reshuffle of “big fish eating small fish”;And because there are so many giants、The travel and catering O2O that failed to carve up users，etc.。

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188bet sports betting app download Why is there a wave of O2O bankruptcies?Although the O2O industry has only just emerged，But "bankruptcy" seems to be a commonplace topic。Recently, the author has also communicated with many O2O service providers，For them，Enterprises will encounter many difficulties in the process of development，For example, timing、Industry potential、Existing layout、Resources and speed, etc.，However, the commonality is，O2O services must ultimately focus on user needs themselves，After all, O2O is just a form。

This can be seen from two aspects: user needs and user experience:

First，From the perspective of demand attributes，The rigid demand of the public will inevitably lead to high-frequency consumption，So it is the thing that users are most willing to pay for。The in-demand attributes of products or services can be said to be the original vitality of O2O projects，For example, related fields related to people’s basic necessities of life，Definitely a large user base、High consumption frequency、Therefore, strong development potential。But this is basically an innate factor that has been formed before the start of every O2O project，So the next core question is，Which one should be done first between offline business and online diversion of O2O?

However, most O2O projects fall into non-essential areas，Or in other words, it is for the rigid needs of specific groups of people。So these O2O usually provide services in vertical fields，Limited target group，For example, most of the people who use hair and makeup services are women，People who need pet services must first have pets at home;Secondly, the frequency of use of these O2Os is low，Poor user stickiness，For example, travel and rental O2O are difficult to form part of people’s daily life、High frequency usage scenarios。So for these O2O，The key question is，How to locate and capture user groups with precise needs?

final，From a user experience perspective。In order to meet the needs of local life services，Users may need to install hundreds of APPs，Among them, there are usually no more than 20 that are 188bet app download opened frequently，If there is an APP that can satisfy all life services，It will definitely improve the user experience。Also，Online，Users need a convenient and fast closed-loop experience，Complete login in one stop、Place an order、Payment、Order management and other series of links;Offline，Users need preferential and high-quality service experience，Includes high quality products、Standardized services、Safe and trustworthy brands, etc.。So the question comes back，How to form a closed loop、Improve user experience both online and offline?This is also the pain point of many O2O service providers。

What are the pain points behind the O2O industry?

For three seemingly simple questions，The author has studied for a long time，Recently participated in the TouchPal O2O open platform conference，CEO Wang Jialiang summarized the problems in the O2O industry，Personally I think it makes sense。The O2O “Quadrant Rule” he proposed in June this year can roughly describe the current status of service providers，The problems often occur in the "vertical + low frequency" quadrant。

For users，Too many homogeneous services make people prone to "choice anxiety"，O2O service providers even provide free trials，They may not be able to convert into long-term active users after experiencing it。For O2O service providers，High frequency switches to low frequency、Comprehensive vertical compatibility is the general trend，Relying on burning money to stimulate consumption will not last long。

The above “quadrant rule” summarizes the common problems in the O2O industry，Service providers basically have to face the "high price of land promotion"、High subsidy、Low frequency、The four major problems of poor viscosity，The wave of bankruptcies of O2O companies is closely related to these pain points。Whether it is an O2O startup or an industry giant，We must overcome these hurdles。

Case Study: Food Delivery Giant-Ele.me

Although he is already a giant in takeaway O2O，Ele.me still inevitably faces the same pain points in the O2O industry。Ele.me CEO Zhang Xuhao said at the TouchPal O2O open platform launch conference，Ele.me launches logistics open platform，It is to maximize the offline experience，But it’s cheaper to acquire 188bet app users online，This also requires a platform like TouchPal Phone to provide traffic。

Back to the previous question，Which one should be done first, offline business or online diversion?Obviously for O2O service providers，Both online and offline expansion capabilities are very important，But limited to resources and scale，O2O service providers usually have difficulty taking care of both ends。So while focusing on developing offline service experience，O2O service providers often operate on multiple platforms、Acquire users and brand exposure through multiple channels。At this time，If 5-10% of orders are obtained from a certain platform，Then there is no doubt about the channel value of the open platform to this O2O service provider。And if a platform can provide an antidote to help treat O2O pain points，That means a new way out worth trying。

What kind of platform can solve O2O’s urgent needs?

1、Has the characteristics of a mobile Internet portal - a platform extended by high-frequency applications

If an APP itself has aggregated a huge user base，And it is a very high frequency application，Then after "quantity × frequency"，This APP has the characteristics of a mobile Internet portal，The platform extended by this has strong scalability and carrying capacity。A typical APP of this kind is WeChat，Replacing people’s traditional communication method of texting from the very beginning，To become a mobile application with the largest number of users and frequency of use，WeChat has become a super entrance to the mobile Internet;Similar super APPs include Alipay。

O2O service platform extended from these high-frequency applications，Already has a solid user base and stickiness，So the O2O service providers who settle in can save the high costs of local promotion and staking、Highly difficult link，Get users easily、Convert to order。

2. With traffic aggregation capabilities and accurate user analysis capabilities

It is not uncommon now for apps to aggregate huge traffic，But as mentioned before，Most O2O services are not exactly needed by the public，But for specific 188bet online sports betting groups of people、Falling in the vertical field、Relatively low-frequency service，So APPs that can conduct accurate user analysis and user positioning in the torrent can more effectively help most O2O service providers，For example, help driving O2O find users who have cars and need driving，Help real estate O2O target people who need to find or buy a house。

Related to previously mentioned question，After aggregating huge traffic，How to locate and capture user groups with precise needs?This requires the platform to accurately understand the user’s usage scenarios，Provide related services for scenarios;Also analyze user behavior based on data、Creating user portraits，Recommend directly related services to users。

Can free calls solve O2O’s urgent needs?

I talked about high-frequency applications with entrance characteristics，For example, WeChat replaced the traditional asynchronous communication method，Then start with the traditional synchronous communication method，How much potential does today’s Internet free phone number have to become the next entrance、How to solve the pain of O2O industry?

Take a typical TouchPal phone as an example，It serves as a basic tool for synchronous communication，It is the urgent need of the public，Use high frequency;From a user perspective，Toll Free、Number identification、A series of services such as address book management，It can ensure the experience and stickiness of phone users to a certain extent。So the O2O open platform extended on this basis also has the advantage of traffic entrance。At the same time，The author found out after trying the platform，There will be very relevant service recommendations on the hang up page after the call，And there is also a "guess you like" area on the platform，We can all target users in need。In other words，TouchPal phone as explained earlier，Has the advantage of mobile Internet portal，Has the potential to become an O2O service provider。

But there is one thing，The author looks at the usage these days，TouchPal phone call quality cannot be effectively guaranteed，188bet online sports betting For example, after the call is connected，The other party always complains that the voice is too low，Unintelligible，So much so that I have gradually reduced the use of TouchPal phones，If the most basic product experience is bad，I am afraid that the hope of O2O service provider platform is just a castle in the air。