Analysis-of-O2O-Model’s-Development-Problems-and-T

iBusiness,2015,7,51-57PublishedOnlineMarch2015inSciRes.://dx.doi.org/10.4236/ib.2015.71006Howtocitethispaper:Weng,X.G.andZhang,L.Y.(2015)AnalysisofO2OModel’sDevelopmentProblemsandTrend.iBu-siness,7,51-57.’sDevelopmentProblemsandTrendXingangWeng,LiyingZhang*Graduatedepartment,BeijingWuziUniversity,Beijing,ChinaEmail:*[e-mail]21February2015;accepted8March2015;published13March2015Copyright©2015byauthorsandScientificResearchPublishingInc.ThisworkislicensedundertheCreativeCommonsAttributionInternationalLicense(CCBY).(especiallythemo-bileInternet)ande-commerce,theOmni-Channelisoftenconsideredbythemajormerchantsasastrategicdi-rectionofatraditionalbusiness,thatputsallthe“customerscontact”includingtraditionalchannelsbasedontheaidoftheapplicationofInternetandinformationintegrationasthesalesopportunitiesandchannels,inordertoachievemaximumofpotentialtrafficandpurchasesdeal.ThebettermodeldevelopmentiscurrentlyO2Omode(OnlineToOffline).O2Oisanelectroniccommercemodebasedononlineeffectiveinteractivity.Thisefficientintegrationmodebetweenvirtualworldandrealworldgetssupportandrecognitionfromallwalksoflife.O2Oaimstomaximizetheuseofofflineandonlineresource;theypromoteeachotheranddependoneachothertoachieveawin-winsituation[1]-[4].*Correspondingauthor.X.G.Weng,L.Y.Zhang52O2O,unlikeOmni-Channel’sperspectiveofbusinessthinking,putsmoreattentiononthemaximizationofconsumptionvalue,andmakesconsumptioncostofcustomerlowerthroughbuildingthesystematicprocessandtheconsumptionsystem;O2Orealizesthetransformationprocessfromthesimplevendorsormanufacturerstolifeserviceprovidersbydevelopingthebiggestadvancedtechnologyandcommercialenvironment.2.AnalysisofTwoPatternsofOnlinee-Commerce2.1.AdvantageofOnlinee-CommerceModeChina’se-commercestartedlate,butitsdevelopmentisrapid.SincetheestablishmentofTaobao,alargenum-berofelectricbusinessenterprisesgrewup,and,itsonlinecommoditytradingappearedwithexplosivegrowth(Figure1).Theyabsorbedmanysmallentitiessellersontheplatform.Thereasonwhythisonlinestorehasmanysellersismainlythatthedisplayofshopgoodsclosetozerocost,nostock,andsellershaverisk-freein-ventoryforcommoditiesalthoughtheyhavenoprofessionalexperience.Inaword,thesesellerssimplyputmainenergyintoonlineinfrastructure,includingITsystemtobebuild,finedecorationdetailsofonlinestorepage,teambuilding,etc.Somesellerswithvividwebdesignhavebeenverysuccessfultoshowtheirownproducts,andwinalotofsuccessfulonlinetransactions.2.2.AdvantageofOfflineEntitySalesModelOfflineentitymodelwhosecoreistheshoppingexperiencestillmaintainastrongcompetitiveadvantage.Whileonlinee-commercepricehascertainadvantages,customersneedbetterserviceinthiseraofgivingprioritytocustomerdemand,andnotjustthelowprice.Thedevelopmentofe-commerceislimitedafterall.Entityindus-trycannotbereplacedatallbyserviceindustryanyway.Especiallythenewelectronicproducts,havetakenthecustomerexperienceasitstenettoretaincustomersonlythroughbetterserviceexperience.E-commerceinitsbusinessessenceisdifficulttoachievegoodservice,whichistheoneimportantreasonwhyentityindustrycan-notbereplacedatthemoment.Sotheadvantagesanddisadvantagesaresummedupasfollows:(Table1).2.3.TheDevelopmentTrendofOnlineandOfflineIntegrationAsthee-commercestillwarmingtrendin2014,moreandmoreconsumersbegintoturntoofflinestore,onlineflagshipstore,ortobuygoodsine-commerceplatformormobileclientthroughrelatede-commercesitesquery.Whethere-commerceornoe-commerce,bothwithintheTaobaoandoutofTaobao,onlythebasicdailyIPtrafficFigure1.Thenumberofusersandusagerateofmobilenetworkshopping.Table1.Theadvantagesanddisadvantagesbetweenonlineandoffline.OnlineOfflineAdvantagesa.Lowcost,Zeroinventoryb.Noriskinvestmentandnoprofessionalexperiencea.Personalizedserviceanddeepercustomerexperienceb.LogisticsinatimelymannerDisadvantagesa.Lowercustomerloyaltyb.Creditproblemsc.Thelimitedlogisticsservicea.Thehigherinventorycostb.Thepersonnelqualityindemanded,andthehighertrainingcostc.Theproductshavenoqualityguarantee.242023018942.90%48.90%0.00%13.00%26.00%39.00%52.00%01000020000300004000020122013ThenumberofnetworkshoppingusersTheusagerateofInternetusersunit:tenthousandsofpeopleX.G.Weng,L.Y.Zhang53operatingsiteshaveo