Problems in the development of O2O in our country
Release Time:
2015-09-06 16:01
Source:
Economic and Trade Reference Editorial Department
(1) Logistics and Delivery Delays
O2O platforms have insufficient control over logistics and delivery. The speed of self-operated logistics far exceeds that of O2O partners. It is difficult to adjust logistics capacity and efficiency between peak periods and normal times. The surge in market demand during holidays puts great pressure on logistics supply. Increasing logistics personnel easily leads to resource waste during normal times, while outsourcing logistics carries the risk of quality loss. Fresh O2O needs to ensure that fresh fruits are not damaged during transportation within the required time.
(2) Prominent Safety Hazards
Neither consumers nor platform operators can fully understand the service quality of offline merchants. Food delivery platforms like Ele.me and Taodiandian have been exposed for having merchants operating illegal workshops. The emergence of "illegal workshops" raises higher requirements for food delivery O2O platforms to strengthen their own regulatory audits. As the platform operator signing contracts with catering merchants, the food delivery O2O platform should fulfill its auditing obligations, supervise restaurant sources, and properly verify business licenses and qualifications. When consumers order on food delivery O2O platforms, the contract is between the consumer and the platform; if food safety issues occur, the primary responsible party is the delivery platform.
(3) Barriers to Data Sharing
If online and offline customer data cannot be integrated, online and offline enterprises cannot effectively analyze user behavior or formulate effective marketing strategies. Cooperation between e-commerce platforms and offline physical enterprises inevitably faces the issue of sharing product data between online and offline. Offline physical enterprises, for confidentiality reasons, do not disclose real-time sales and inventory data to third-party platforms, causing delays in data integration and affecting consumer experience. Additionally, the different software models used by traditional enterprises nationwide are incompatible and non-interoperable, further hindering data exchange.
(4) Incomplete Integrity System
Establishing an integrity guarantee system is key to ensuring the smooth operation of the O2O model. Guaranteeing offline product quality, service quality, and staff competence, and building good relationships with consumers are crucial parts of the O2O model. China's integrity system is still imperfect, and frequent negative reports make interactions between strangers difficult. Currently, housekeeping platforms typically require housekeepers to provide identity information verified with public security systems to ensure authenticity. Users expect to directly connect with the housekeeper through the APP's information display.
(5) Emphasizing Marketing Over Experience
The core of O2O lies in improving user experience and providing truly valuable services and products, rather than temporary "money-burning" subsidies (based on marketing and payment). O2O operations focus on quick-result marketing through electronic coupon subsidies, which can temporarily increase mobile payment transaction numbers but do not improve supply chain processes or efficiency, nor reduce operating costs. This fails to enhance the shopping experience or ensure customer retention and repeat purchases. After promotions end, consumers find it difficult to continue choosing mobile payments. Various O2O processes such as transactions, delivery, and installation occur offline and should be based on products and services. If marketing is overemphasized, generating many orders while product management and logistics lag behind, product quality and service cannot keep up. Internet companies have heavily invested in the O2O model, but since their main goal is to capture users by acquiring group-buying and lifestyle service websites, their implementation capability is poor compared to traditional enterprises.
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