What O2O is difficult to solve is the "next mile" problem, that is, logistics distribution or door-to-door delivery service for users offline. Although O2O has become the mantra of entrepreneurs, there are not many solutions to the fundamental problem - "the next mile". Today, the author summarizes five innovation models of the last mile. These enterprises, whether online or offline Website production It is still offline that pays attention to logistics, and almost all of them are heavy logistics or heavy resources. They basically represent the good mode of the current "next one kilometer" solution, and naturally they are also snapped up by investment institutions. The services provided to users are also efficient at present.
1. Self built logistics center learning from JD
Suitable type: fresh O2O, catering O2O
Typical representatives: hot pot delivery from family to family and gourmet meeting
The model of self built logistics center is adopted by O2O enterprises that have high requirements for goods distribution efficiency and personalized customization, such as fresh O2O and catering O2O. Their approach is to invest a large amount of logistics center costs, fundamentally reduce the delivery time, and ensure the quality of goods in each delivery.
Zhongnong Manor Home to Home Hot Pot Delivery is a timely delivery method of self built multi center logistics and leisure logistics, providing O2O service of Internet hot pot door-to-door delivery. Eating hotpot is a habit that almost every female user can't stop eating. Jiajiasong has set up 14 distribution stations in Chaoyang District of Beijing to provide multi center logistics distribution in different regions. When there is a large demand from users, it will combine social leisure logistics resources to train and transport personnel after taking up their posts. After simple processing, 95% of the logistics problems can be solved through multi center logistics distribution. Users can solve the problem within one to three hours from placing an order to eating hot pot.
Home food will be a very different O2O mode of takeout, which is different from Meituan takeout and Lulemao asset light mode. Their heavy logistics is very different. They have built their own logistics system and expanded hundreds of people to do distribution. Unlike other O2O services, catering has a huge demand for orders from users, and more emphasis is placed on order response capability and delivery efficiency. Therefore, unlike other catering O2O services that target students and low-end people, home dining will target high-end restaurants. Although the cost is slightly higher, the profit will also increase accordingly.
This self built logistics center will bring a lot of cost expenditure to O2O entrepreneurs, so it also limits the rapid expansion in terms of growth. The services provided will have certain limitations in terms of both regions and people. However, the service provided by O2O enterprises in this mode is very guaranteed in terms of efficiency and quality, and can win the favor of people with a certain economic foundation.
2. Build the distribution station next to the community
Suitable type: community O2O
Typical representatives: Community 001, Shunfeng Heke
The community O2O service provides the purchase demand of residents in the neighborhood. For logistics that cannot be covered by logistics or that requires high distribution requirements, O2O enterprises have set up scattered service stations to deliver goods here, and then deliver them to residents in nearby communities on this basis, or even pick them up.
Community 001 is a business circle that divides the whole Beijing into 5 kilometers. A station of Community 001 is set up in the center of each business circle, and 10 to 20 delivery personnel are arranged. All offline supermarkets within 5km are within the service scope of this store. In this way, we can achieve the 1-hour delivery effect described, which is equivalent to driving our own cargo station to the user community and then delivering.
The way of Shunfeng Heke is to display virtual goods offline, browse online, scan QR code and then purchase. There is no physical goods in the store, and the goods are presented in the form of pictures and posters. The advantage of this method is that users will be very satisfied with the purchase of goods, but the disadvantage is that it does not solve the problem of direct delivery, and the cost is quite high.
In general, the offline approach of O2O in the community has certain limitations, that is, it needs to constantly cooperate with offline supermarkets and cargo stations, or there are many stores. O2O is a decentralized service, but if the goods are transferred in supermarkets or in their own stores, the logistics cost and efficiency will add another link, which is not really online to offline. In addition, like the Youth Food King, the offline pickup point is located near the subway station, so users can get off the subway to pick up goods, which has solved the problem of high logistics costs to some extent, and also partially solved the distribution problem, but still has not fundamentally solved the ultimate goal of door-to-door delivery, and there are still logistics transit stations in constant cooperation with offline stores, In addition to the inevitable errors in the distribution, the distribution efficiency has also been discounted.
3. Hire professionals to provide on-site services
Applicable type: housekeeping O2O, Meiye O2O
Typical representatives: Aunt Gang, Beaver Family
Homework O2O and Beauty O2O solve the problems of lazy people cleaning rooms and beauty. However, the problem of "how to sweep the world without sweeping one house" has contradictions between supply and demand. Users have to spend a lot of time to find good domestic service personnel or manicurists, and the frequency of obtaining orders from domestic service personnel and manicurists is not stable. Therefore, if the resources of such service personnel with certain professional skills can be mastered and provided to users who need services, the problems of both parties will be solved.
The O2O oriented model of Auntie Gang and Beaver House is that many aunts and manicurists have signed contracts with them, paid them salaries, and worked after professional and strict training to provide door-to-door services on the platform. In addition, Auntie Bang has also established a database of aunts, whose age, expertise, order receiving status, evaluation and other detailed data are available for users to view and select by themselves. Ensure and improve user quality through user evaluation system and return visit system.
This advantage is that both users and service groups can get the services they need and a stable economic source. However, for O2O enterprises, the heavy resources bring about a substantial increase in costs, especially for Beaver House, who said he would burn 500 million yuan, which is obviously not the mentality and sustainable development model that entrepreneurs should have.
4. Integrate idle logistics resources to provide fast services
Suitable type: fresh O2O
Typical representative: Love Fresh Bees, Home Hot Pot
The logistics distribution of fresh O2O can be said to be a headache for O2O enterprises. If the delivery is not timely, the return rate of users will be quite high, the satisfaction will decline very quickly, and the freshness of fresh food will be poor, and the loss will be great. In addition, blindly emphasizing the high standard of logistics will bring about cost improvement. Therefore, the contradiction between logistics efficiency and transportation cost cannot be solved, and fresh O2O enterprises will surely die.
As mentioned above, the customized hot pot service of home delivery hot pot distribution has solved 95% of the distribution demand, but about 5% of the people still cannot get timely distribution within the time required by themselves, which is a major problem faced by fresh O2O. The solution is to pay extra delivery fees by using the time when the community or the courier gets off work or has a rest. The express or the community store owner hopes to earn more money. Both the family and the user want to send the hot pot to the destination as soon as possible, so the demands of suppliers, logistics and consumers are guaranteed.
The practice of Aixianfeng is similar. To ensure delivery within one hour is to give full play to idle logistics resources and reduce costs. Aixianfeng uses idle resources (the owner of the canteen) to build a one kilometer distribution capacity. The "Fresh Bee Man" (delivery clerk) of Love Fresh Bee is basically the owner of the snack shop around the residential areas and office areas. The characteristics of this group are that they have more leisure time and are close to users. The back office will distribute the order to the owner of the grocery store close to the user, and then the owner will complete the distribution of the post link. According to the current actual experience, the delivery speed can reach within 30 minutes under ideal conditions.
Although different from the problems encountered by self built logistics, this kind of distribution by using idle resources will also encounter growing pains. The self built logistics system is an obstacle to the rapid growth of O2O enterprises, while the use of idle resources is limited distribution demand is relatively small. If the order volume is large, users will still encounter the situation that they cannot get goods at the desired time.
5. Online queuing and offline service
Applicable type: medical O2O
Typical representatives: Doctor Ding Xiangyuan, registration network
In the past year, medical O2O has received the collective favor of giants, and Tencent has invested heavily in Dingxiangyuan and the registration network. One kind of medical O2O is to solve the problem of patients' difficulties in seeing and registering. The traditional online queuing is too heinous. In addition, because of the asymmetric information between patients and doctors, many patients cannot properly solve the problem. Therefore, online understanding of doctors' information, and then according to their own needs, registration and appointment have become the just needs of patients.
Last year, it was rumored that Dingxiangyuan would open an offline clinic. With its 4 million professional members and 2 million professional doctors covering 80% of the country, it would open an offline general practice clinic to provide a diagnosis and treatment service platform for practicing doctors, so that both doctors and patients could complete the treatment process offline
The registration network is to solve the problem that users can't connect with experts. Its "micro medical platform" will optimize the medical treatment process, in-depth registration and payment, as well as post diagnosis tracking and settlement, and realize the integrated services of registration to diagnosis, treatment and payment.
This mode is actually a solution of mobile Internet in medical treatment. For solving O2O offline problems, it solves many tedious and time wasting problems of repeated errands. This method requires a huge database foundation and professional resources, so the entry threshold is high, but the solution is very effective.
O2O is not a money burning business, whether to B or to C, but certainly not to VC. Therefore, the author believes that the above O2O models are recognized by VC, which is very subversive to the model of solving the offline problem. In addition, the personal brand value is optimistic. If the practice of many O2O enterprises thus evolves into an affordable offline model, creating a threshold for latecomers, but cannot solve the offline problems of users, it will not develop healthily. From the perspective of long-term O2O development, many O2O models still need to find ways to reduce logistics losses, so that O2O can not only stay in the stage of capital investment, but also create a good industrial cycle system to completely solve the supply and demand requirements of enterprises and users.
