--- title: "Trendy O2O: Once You Understand It, Even Pigs Can Fly" description: "The O2O model is currently a hot topic; whether in traditional retail or community e-commerce, or among business owners or advertising copywriters, failing to articulate the O2O model makes one embarrassed to claim to be in the 'market'. O2O is like a cotton-padded jacket soaked in water; wearing it might be colder than not, but if you manage to 'comprehend' it first, you might just 'hold O2O to command the world'. Currently, many domestic enterprises are still in the exploratory stage of O2O, crossing the river by feeling the stones. This article will list some representative attempts for readers." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2014-05-17" language: "en" canonical: "https://xinjignxiao.com/en/articles/trendy-o2o-once-you-understand-it-even-pigs-can-fly-213437e9/" markdown: "https://xinjignxiao.com/en/articles/trendy-o2o-once-you-understand-it-even-pigs-can-fly-213437e9.md" original_source: "https://mp.weixin.qq.com/s/NjUeCJzLSGc9b2OZNXbE6g" translation: "https://xinjignxiao.com/zh/articles/%E6%97%B6%E9%AB%A6%E7%9A%84o2o-%E6%90%9E%E6%87%82%E8%BF%99%E4%BA%9B%E7%8C%AA%E9%83%BD%E4%BC%9A%E9%A3%9E%E8%B5%B7%E6%9D%A5-213437e9.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/trendy-o2o-once-you-understand-it-even-pigs-can-fly-213437e9/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Trendy O2O: Once You Understand It, Even Pigs Can Fly > The O2O model is currently a hot topic; whether in traditional retail or community e-commerce, or among business owners or advertising copywriters, failing to articulate the O2O model makes one embarrassed to claim to be in the 'market'. O2O is like a cotton-padded jacket soaked in water; wearing it might be colder than not, but if you manage to 'comprehend' it first, you might just 'hold O2O to command the world'. Currently, many domestic enterprises are still in the exploratory stage of O2O, crossing the river by feeling the stones. This article will list some representative attempts for readers. The O2O model is currently a hot topic; whether in traditional retail or community e-commerce, or among business owners or advertising copywriters, failing to articulate the O2O model makes one embarrassed to claim to be in the 'market'. O2O is like a cotton-padded jacket soaked in water; wearing it might be colder than not, but if you manage to 'comprehend' it first, you might just 'hold O2O to command the world'. Currently, many domestic enterprises are still in the exploratory stage of O2O, crossing the river by feeling the stones. This article will list some representative attempts for readers. O2O, truly achieving full integration of online and offline, is a long and arduous road. **Traffic Diversion Model** The traffic diversion model centers on physical stores, with O2O mainly used to divert traffic to offline stores and increase their sales. The simplest approach is to distribute coupons online for offline use; or post new product previews online to attract customers to visit stores for trials. Enterprises adopting this model aim to use O2O platforms to attract new customers, draw them to store consumption, and establish a mechanism for online and offline member interaction and interconnection. GAP has B2C website and APP logos in all its stores, encouraging users to follow and log in, while the website and APP also offer specific store promotions and coupons to drive users to shop in stores. This model suits brands with strong appeal and those driven primarily by in-store experience and service. **Customization Model** The customization model occurs when a customer establishes a good trust relationship with a salesperson on an O2O platform and maintains it in the future; the salesperson becomes the customer's personal shopper, providing regular clothing recommendations. On one hand, enterprises can push targeted product information and promotional offers based on customers' purchase history; on the other hand, customers can receive guidance from professionals (salespeople) through the O2O platform and also express their purchase intentions. Booking trials through the O2O platform reduces the time cost of in-store selection. "L'Oréal Little Beauty Box" is L'Oréal's WeChat service account. Unlike mass-market cosmetics, the Little Beauty Box launches a monthly theme, available for order only within that month; after the period, items are taken down. The 'personalized customization' product enhances consumers' sense of exclusivity and unique shopping experience. Currently, L'Oréal Little Beauty Box has created an O2O shopping loop through its WeChat service account: Follow account → Select products → Order online → Pay online (or cash on delivery) → Receive goods. **Fan Model** The fan model is consumer-led, leveraging the fan aggregation function of social platforms to regularly push promotions and new product information to fans, attracting them to purchase directly through mobile apps. Offline resources such as brand terminals and specialty stores are key in the fan model. Fan sales services, information collection, and fan management will center on these and serve as O2O connection points. In the past, hotels almost lost contact with guests after they checked out, but now through O2O, hotels can maintain contact with customers, using incentives like sharing stay experiences for room rate discounts to stimulate active promotion and repeat stays. Many hotels now offer online booking with direct check-in upon arrival; simply scan a QR code, no need to register at the front desk. Through O2O platforms, hotels can better connect with customers. **Experience Model** The experience model is mostly adopted by e-commerce companies that have grown to a certain scale, opening experience stores to alleviate consumers' concerns about 'not seeing or touching' online purchases. These experience stores typically do not sell products. An early industry adopter of this model is Senzhou Tea, which opened a 100+ m² experience store in Xiamen in 2011. Online customers visiting Xiamen can enjoy free tea, and local online customers can save on shipping by paying online and picking up in-store. **Trusteeship Model** This model aims to provide a shortcut for small and medium-sized enterprises that want to undergo O2O transformation but face pressures in capital, technology, personnel, etc. It integrates online and offline channels through online micro-surveys, micro-advertising, micro-marketing, micro-membership, and offline business opportunity incubation, investment attraction outsourcing, and operation trusteeship services. A representative of this model is Tonglu Kuaijian, which launched a nine-service system covering online and offline in 2014, providing O2O system construction and transformation trusteeship services; its goal is to become a one-stop marketing platform service company. O2O is a pig standing at the风口 (wind vent); it can fly, but where it flies, no one can say for sure. Whether leveraging third parties like Weitao or WeChat, or using third-party trusteeship platforms, it's much easier than doing it yourself. In the O2O system, physical stores are no longer a weakness in competition between traditional business and e-commerce, but an advantageous resource. O2O appropriately extends store services, completing the closed-loop integration from sales guidance, marketing, ordering, logistics, to the consumer. -------------------------------------- **Like this article? Feel free to tap the top right corner to share to your Moments;** About us: WeChat ID: FMCG Distributor Professional Consulting Management Account intro: 20 years of FMCG distributor operation and management experience, professionally targeting distributor departments: We understand distributors better than manufacturers, and we understand internal management better than distributors; senior marketing experts help your business grow. **Learning and exchange QQ group: 344257092** ----------------------------------------- --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671