How to avoid entering the O2O misunderstanding in the lighting industry

At the end of 2012, when Pinto.com proposed to focus on O2O, basically the focus on O2O was only in the Internet and TMT investors. In 2013, from how to do O2O selling pancakes to how to do O2O in listed companies, O2O even went to CCTV under the help of the media and capital market, even if it was pronounced as lingerling. Then, from time to time, I will watch it. Some people say that O2O is a pseudo-concept; I always think that O2O is a symbol that represents online and offline fusion, not a pseudo-concept. But with the growing number of articles, training, and conferences, O2O may not be a pseudo-concept, but it is a messy concept. Or as Song Xuan, editor of Pinto.com, said, the concept is too general. Yes, the generalization can be done with any extension, and countless trainings, lectures, and books are contributing to O2O. However, when Pinto.com focuses on O2O, it is very difficult to find O2O. Many old problems of the company are not solved. Putting hope on this new thing, the money, time and energy are spent. But there is not much return. Why is this happening? Because of the following three major mistakes. Misunderstanding 1. Pay attention to fans who don't pay attention to products. O2O is to bring online users to the offline, or take the offline users to the line and then bring them to the offline. What to use to attract users? You can see a variety of articles and books about the fan economy, even courses. Xiaomi and his promoters have created a myth about fans. Everyone focused on the screams of fans, saying that if they can turn people into fans, they will win, but they ignore what makes fans scream. If it is not Xiaomi's accurate positioning of the product as a fighter in the thousand yuan cottage, that is, let the user buy a brand that makes them feel that they do not fall the price at the price of buying a cottage, the fan economy they operate is passive water. The end of the book. Recently, I have also seen people dig out other well-known brands to say how they run fans. They are actually some very superficial eye-catching activities. I talked to the old colleague who has been doing marketing for many years with IKEA. She said that everyone is too concerned about how the cherries and chocolate powder on the cake are made, but ignores the cake that people really pay to eat. Therefore, the first thing to do when doing O2O is how to use Internet tools to make your products and services better. After all, what the people finally saved is the thing they bought back. Even if you let him spend money on his head, if the product makes him feel that his purchase decision is silly X, then it is a damage to the brand. Misunderstanding 2, attach importance to communication channels do not pay attention to the content of communication However, the emphasis on products does not mean how to say how good their products are in the WeChat public account every day, what are the benefits. When you do your product well, you need to find out the value behind doing it yourself, and make a fuss about it when you spread it. Almost every company now has a WeChat public account. Everyone knows that it is necessary to go fishing in a place with a lot of fish. This is true. The point is, what to use for fishing. We saw that the articles sent in many corporate accounts really didn't mean anything. The big turntables and other gadgets that the bees went up to make the users play for two days would not play. It doesn't make sense to suck in 100,000 fans on WeChat. After the subscription number is folded, fans may not unsubscribe, but they will choose to turn a deaf ear. Regardless of Weibo or WeChat, subscribers are not real fans. Fans are the people who really use your products, are satisfied with the products, and are willing to spread them for you. Do O2O know that the fragmentation time should be used to capture users. If there is only a QR code, there is a WeChat account. Even if the user pays attention, if you do not continue to provide good content to the user, you will be canceled at any time. Some companies are beginning to realize this problem, and even a customer who consulted with the product said after communicating with us. To transform the marketing department into an editorial department, there are now more channels of communication. The focus is not on finding channels but on what to spread. It used to be difficult to write a soft text in the past, and users are more and more critical about the quality of the content. We must continue to produce good content that really attracts users. Misunderstanding 3, pay attention to the short-term effect, do not pay attention to the marketing channel, how many days of how many fans get how many sales misleading, many companies' expectations for O2O is also the growth of sales, if the sales do not go for a while, then began to blame or question the current Things to do. A customer of Pinway Consulting does not pay attention to sales, but pays attention to the growth of online users and orders. They are a traditional service company, and all the original business comes from offline. The purpose of the O2O project is to occupy online channels. If users want to place orders online, especially young and new consumers, they can also meet their needs and let them know that this old brand is also convenient and convenient in new channels. So they patiently integrated the online channels into the original system. Another customer of Pinway Consulting has been focusing on e-commerce sales, but their products are not suitable for online sales. After a period of thinking, they are more serious about considering online channels as a window for display, even if The current online buyers are more likely to see low-value products. They should also actively let users know what products that truly reflect the value of this brand. Online can't be sold for sale. Because many people ask what O2O means, so I also wrote an article "What does O2O mean?" However, when I consulted all the customers of the product, we never discussed what O2O is. We only discuss: - What is the core business and positioning? - How to make products and services better through the Internet? - How to draw closer to consumers through the Internet? After two years of arrogant discussion on O2O, what I want to say in particular is that we should return our attention to the root of business. Fans endorse it is a better and more cost-effective product that your family can provide. Telling stories and even flirting bosses can attract users' attention, but in the end, there should be stories about your products. No matter what Internet thinking or Internet tools, you can't bring a very low-cost product back to life. The people's glasses are bright. They will eventually vote with their banknotes. We should not talk about what O2O means, but to study how Internet tools can help companies provide better products, more enjoyable experiences and more thoughtful services. Let's analyze any O2O case and focus on where the Internet thinking and tools improve the quality of the business, rather than the concept of vain.

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