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微信在以一种很“轻”的方式做O2O

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  • TA的每日心情
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    2013-6-12 21:35
  • 签到天数: 2 天

    [LV.1]初来乍到

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    2012-2-23
    发表于 2012-12-9 22:51:10 |显示全部楼层
    随手记-天天记帐本 邀请达人
    微信现在是一个拥有生态圈的产品了,以语聊为核心,迅速构建的关系链已经开始给微信提供源源不断的平台及支撑,让微信开始有了尝试各种应用的资本。其它的尝试不谈,今天只谈O2O。

    微信O2O正在从一个很轻的角度切入:

      1.二维码扫面成为商户的会员,会员可以获得会员折扣,二维码放置在商户的明显位置(这点和丁丁优惠很像,获取简单,行为方便)。

      其实微信大可以像之前很多的O2O应用一样,直接把商家的会员通过微信客户端推送给用户即可,即用户成为微信会员以后,就能获得所在城市的所有商户折扣,但是微信没有,为什么呢?这个其实就是微信做产品牛逼的地方,对于人性的把握很到位,设想一下,如果轻而易举就能获得的东西,人们会珍惜吗?

      2.微信不会像团购一样去和商家谈具体的产品,往往就是一个折扣。不排除这是因为它正在试水,但是这样的确有个好处,能更好的以更高的效率推进整个O2O布局,而不需要陷入到具体商品的维护中,能迅速的铺开。能和团购更好的形成差异性,避开了凶猛的团购地推大军。只有标准化的东西才好在全国推广与运营,微信选择从会员折扣做起,就像一根尖利的细针插入了整个O2O市场,尖利且坚韧,细针后面,还有腾讯平台级业务的支撑包括qq团购,qq美食等。

      3.迅速利用会员卡铺开的目的还在于:基于手机客户端的商户与用户关系链迅速建立。微信成了商家的营销管道,商家可以迅速的投送营销信息到用户的微信上面,而且是移动端,真正做到随时随地。利用微信的朋友圈与社交关系,可以让商户的资讯在社交网络中迅速的传播,这个是O2O与移动社交网络的高度结合。

      4.这两天关于腾讯收购通卡的传闻不绝于耳,如果果真如此,可以看出腾讯或者微信的野心。通卡是做线下商户的的CRM系统的。腾讯(或者微信)为什么要去收购一家做CRM的公司?我们是不是可以想象一下,某一天我用微信去商户那里消费,这个时候,商户通过crm系统马上看到了这个我的消费记录与会员资质积分神马的,还可以看到我的生日等,还可以马上看到我的口味喜好等,这是不是顺带帮商家把客户维系与会员体系等业务都整合了呢?貌似这样的格局,会让很多02O公司难以企及。

      5.个人总结:做产品最好知道自己要做什么,用最轻的方式达到目的,解决关键位置,把用户需求与产品主张分开看,切勿混谈误导自己,切勿陷入自己营造的大而全的想法中,微信尚能做的如此轻,谁还敢一来就要弄个大而全呢?岂不是自找死路?
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    2014-6-18 05:04
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    发表于 2013-11-26 04:56:41 |显示全部楼层
    随手记-天天记帐本 邀请达人

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