Frankly speaking，In fact, for the concept of O2O，To this day I’m not sure I really understand。

I couldn’t understand it at first，I can’t understand it even when it’s the hottest，Only when most O2O products are almost dead，In order to understand a little bit about the concept of O2O，Can’t seek the truth，At least it can be falsified。

But the understanding of O2O and the success or failure of operating O2O are not absolutely equivalent，Maybe your understanding of O2O exceeds that of the whole country99.9% of employees，But there is no guarantee that you will be an instant success as an O2O company。Of course，Some people succeeded，I am just learning through constant exploration，You can understand it as enlightenment，But in fact，Most people are actually just trying and making mistakes。

Among these trendsetters，Diaoye has always been a person I admire very much，Although I don’t agree with some of his ideas，But I have to admit that he sees the problem from a different perspective，Mostly accurate。

I have seen an argument made by Diao Ye before，To be successful, O2O products must also meet high frequency、Just needed、Three conditions for scaling。

But if you think about it carefully, it is not necessarily the case.

I think，O2O products still face at least the following myths。

188bet app

If your focus is the stock market，Then O2O must be an efficiency tool。The premise for his reasonable existence is 188bet sports betting app download to greatly improve efficiency。This is for example，The train used to be divided into general express、Express、Direct，But for those who travel short distances，The difference is not big。This difference in speed is not enough to drive an increase in train fares。But the train、Even the emergence of high-speed rail，produces a different effect。Tianjin and Beijing used to be two municipalities directly under the Central Government，After intercity opening，The exchanges between the two places have become closer，This quantitative change can cause qualitative changes，So the high-speed rail can be established。

But if the focus is on the incremental market，Then O2O is not just an efficiency tool，Instead, it provides more choices，There is a service radius problem here。

Just like，The barber shop at the entrance of the community，Customers are generally people from the community，But since the boss used O2O，People in the entire city have become his potential consumers。But it’s the same for consumers too，I used to have very few choices，But after using O2O, there are more choices。

This is one aspect，The more important aspect is that the expansion of the service radius allows this barber shop to exist。

For example，If I live in a community with few people，This barber shop is crowded，Close and leave after two months，So from a market perspective，No barber shop can be opened at the entrance of the community，This barber shop should never exist。But after the barber shop owner uses O2O，This barber shop can continue to open。At this time，This barber shop was built on the basis that it could not be opened，That is, the increment from O to 1。

Same reason，If a service is a low-frequency service，Obviously within a certain period of time，This service will not be commercialized，Because we can’t get enough users。But，If the service radius is large enough，This market is here。In other words，Between low frequency and high frequency，Not so clear。

A low-frequency service in the stock market，188bet online sports betting Change his service radius，He can appear in the incremental market，And become a high frequency。

Of course，The stock and increase in this are not absolute，There are many products that achieve the ultimate in efficiency in the stock market，While improving efficiency，Some economic models that were not established before can now be tried，Bringing out increments from the stock，This has even become a necessity。

Change the latitude，The non-rigidly needed services in the market cease to exist because they are not rigidly needed，But if the surrounding environment changes，This non-rigid need can reappear in the incremental market，It can even become a necessity。

Just like，For a person，Food, clothing, housing and transportation are basic needs，But for a group of 100 people，In addition to food, clothing, housing and transportation，There are more urgent needs。

If medical O2O expects a person to be sick every day to support himself，That obviously can’t be driven。But among 100 people，Someone is sick almost every day (for example，Data may not be accurate)，Then this industry can be established。

You can even make a bold guess，Is it possible to O2O the funeral industry？Who can die every day，Who can die a second time？Therefore，Does this market just not exist?？I think maybe not，There is no funeral industry in Dianping，I even feel a little inappropriate，Everyone is destined to die，This demand is obviously very strong。

Relationship with the original industry, subversive or reformer

If you are facing a stock market，You go in，There will inevitably be some competition with traditional industries。

According to my previous thoughts，Then O2O products must take into account the interests of everyone，Include them and everyone involved in the service into your own ecological circle，Incorporate it into your own value chain，In this way we can integrate it。

But，It is difficult to take into account the interests of everyone，Not even possible。

If you want to get involved in this industry，It will 188bet app inevitably change the distribution of interests in this industry，After all, O2O is not for charity。

And，Not only must change the distribution of benefits，We also need to change the relationship between supply and demand，We even have to kick some of them out，In order to realize the upgrading of the industrial chain，In order to provide consumers with greater efficiency and benefits。

Like O2O taxi-hailing software，If there is really a solution to the rental industry that is worthy of both the Tathagata and the Lord，Then will it still be established?？Can we provide consumers with better services？I don’t think so。

So，Don’t consider everyone，You only need to consider whether users can get better services in O2O than before。

Just like the regular express and express trains mentioned before，It just saved passengers more than ten minutes，To win excess payment from passengers，Obviously most people are not in that hurry。But if the high-speed rail saves passengers a few hours，Of course there will be people willing to pay for this efficiency。

O2O companies don’t have to be timid，It is possible to upgrade the industry、The banner of social progress，Shouting "XX will not change" to existing interest groups，Let’s change XX”。In the end it is the consumer who pays the bill，Be brave enough to subvert。

What does O2O bring about the efficiency of large-scale production?

Now，The thoughts of many O2O practitioners，IMHO，Still stuck in the era of mass production by machines。Give an example，Many people are considering it，How to get rid of the middlemen，Connect supply and demand，Provide users with lower prices。or，Large-scale mass production，Saving costs，Let consumers experience the small profits but quick turnover of large-scale machine production。

I think，These are not Internet thinking，Truly transparent、Efficiency is the characteristic of the Internet，But，This is just tooling the Internet。

Incremental market like I mentioned before，The Internet can provide users with more choices，Instead 188bet sports betting app download of just calculating for them。Allow users to sort by price when making decisions、Sales Sort、Evaluation sorting，Get the top answer。In fact，User needs，How can it be solved by just a few rankings。

This goes back to the issue of scale.

For simple standardized products，Scale is feasible，For example, FMCG。

But for the service industry，Even the coming experience economy，Scaling itself is a false proposition。

And the efficiency after scale，Obviously not the future of Internet O2O。

Internet O2O，We should still focus on the Internet，Using Internet ideas，With the help of the characteristics of the Internet，Transforming traditional industries。

Here is an example，Decentralization of the O2O industry (catering)。

The premise of this decentralization is，Users are concerned about more than just cost-effectiveness，User needs are more diverse。Just for example，The middle class wants better services，Better experience，Not the lowest or highest price，But it can best meet their needs，Services with prices within their acceptable range。

Not just the distance，Most foodies，I don’t care about thousands of mountains and rivers。

Not just good or bad reviews，Are there any reference values ​​for evaluations in the catering industry?？After all, everyone has different tastes，You feel salty，People think it’s too light。

So，When users put forward more requirements，Does the traditional O2O ranking still have reference value?？

If Pareto’s Law exists in the catering industry，20% of restaurants occupy 80% of the market。So the emergence of O2O will change the entire industry from 28 to 19 or 37、四六，It’s a question that requires a choice。

If O2O catering is only about efficiency，Being an "accomplice" of the Matthew Effect，Making the "Gini coefficient" of the catering industry skyrocketing，This is obviously harmful to the entire industry。

If O2O catering is efficient at the same time，The focus shifts from popular to long-tail backend，That’s not only 188bet sports betting app download long-tail backend merchant support，Consumers can jump out of the hot spots，Try more delicious food。

Only by paying attention to O2O catering in long-tail restaurants can we succeed in the O2O competition，People are better than me，Invincible，Maybe this is the thinking of the Internet，O2O’s road to survival。

I hope when we talk about O2O again in two years，Except cheap，There are also surprises brought by industrial upgrading。