First, in the context of artificial intelligence, the consumption experience is upgraded.
? Nowadays, the development speed of science and technology is amazing, and the changes that science and technology bring to people's lives are also obvious. Every technological change is accompanied by a huge renewal iteration of business forms, followed by changes in people's consumption patterns. Driven by the new round of technology, enterprises/businesses pursue more efficient and accurate operation and greater profits, and consumers pursue better consumption experience. Only under the premise of meeting the needs of consumers can enterprises achieve their business goals.
? I roughly divide the changes in consumption patterns into the following stages:
? In the era of 1.0 consumption, that is, the era without online shopping, in the era of pure offline consumption, consumer places rely on physical stores.
? In the era of consumption 2.0, that is, the era of PC Internet, e-commerce has made initial development. For the first time, people can go online from offline and buy goods from all over the world without leaving home.
? In the era of consumption 3.0, that is, the era of mobile internet, the mature development of mobile e-commerce, WeChat business and mobile payment makes people not only shop online at any time and any place, but also not limited to fixed terminals. The development of mobile Internet provides great convenience and rich choices for people's consumption.
? In the era of consumption 4.0, based on artificial intelligence technology and Internet of Things technology, it is an online-mobile-offline consumption mode (OMO). The core advantage of online is convenience and efficiency, but online lacks a real and high-quality experience offline. Consumers in the new era no longer only pay attention to the price and quality of goods, but pay more attention to the comprehensive consumption experience other than brand culture, service, shopping experience, personalization and interest.
Second, the development status of OMO system
? The concept of OMO was first put forward by innovation works in September 20 17. The popularity of mobile Internet, the development of Internet of Things and artificial intelligence technology contributed to the emergence of OMO. Relevant data show that "China is the country with the earliest and largest mobile payment popularity. According to statistics, by the end of June 2007, the number of users using mobile payment in China had reached 502 million. Among the various payment methods in the consumer online payment scenario (catering, retail, entertainment, transportation, shopping, etc. ), the average proportion of mobile payment is over 60%. China's mobile payment scale is about 50 times that of the United States. " Thanks to the vigorous development and perfect infrastructure of cmnet, cloud computing and Internet of Things, China will probably become the first country to usher in the OMO era. At present, domestic related enterprises have tried OMO system. For new retail enterprises such as Box Horse Fresh Life and Super Species, in the system they built, users can scan the code online and collect data offline. Their channels for acquiring users are not only online apps, but also offline stores, and online and offline data synchronization.
? In short, OMO has just been mentioned, and everything is still being explored. Enterprises in China should seize the opportunity in this wave of dividends and plan early.
Thirdly, the characteristics of OMO marketing system are analyzed.
? Consumption experience runs through the whole process of consumption, so improving the experience should start from all aspects such as before, during and after consumption. According to the consumption decision-making model, the user's purchase decision has to go through several stages: understanding the demand, collecting information, evaluating the scheme, purchasing and post-purchase behavior. Before consumption, what enterprises should do is how to grasp the potential demand of users more accurately, and stimulating demand through appropriate means is the key. Accurately grasping the demand requires information collection and analysis, which requires enterprises to establish information and traffic portals that can reach users, online and offline data conversion mechanisms and corresponding data analysis platforms; After mastering the needs of users, we need effective channels to accurately put the information users need in front of them and interact with them. In addition to the traditional media channels, enterprises should also build some new channels with the help of new technologies, such as information push based on near field communication and various smart devices. The delivery of information should be based on big data analysis, pushing the information that users really need to users, and what you see is what you get. ? After a series of marketing work, when users decide to buy, they should provide users with a convenient enough purchase entrance. The way users buy is nothing more than physical store purchase or online purchase. Online purchase can be easily realized through some links and online platforms; For offline store purchases, there must be enough convenient guidance for the store.
? For example, one day, you are walking in the street and suddenly ask about the taste of food. You can't help saying, "It smells good". Merchants hear your "needs" through voice monitoring technology, and then push food information, store information and promotional offers to your mobile phone or smart wearable devices (such as smart glasses) through portal communication technology. And tell you the guidelines for entering the store, you can also queue up directly, or pack the take-out, or even take-out at any time and place through the drone according to the real-time positioning of the mobile phone during the moving process, breaking the status quo of take-out at a fixed delivery address.
? Now, or, one day, when you walk down the street and see someone wearing nice clothes, you want to buy them. At this time, as long as you take out your mobile phone or other smart devices to take photos of the clothes, the system will automatically match the information of the clothes, such as the details of the clothes, which online stores sell the clothes, and which stores in the surrounding physical stores buy them. You can choose a physical store to navigate to the store to try it on, or you can place an order directly online, and then pick up the goods at the surrounding physical stores or deliver them to your door.
? Overall, OMO's marketing scenarios are very rich, and the main features of the system can be summarized as follows:
? 1, the online and offline boundaries disappear and merge into one. Offline is a new traffic entrance. Users can be identified offline through smart devices and artificial intelligence technology, and information can be collected and stored. As long as users are within the effective sensing range of smart devices, they will touch the net. Unlike traditional online, you need to register and log in through a special channel (such as APP) to identify it. For example, through the intelligent monitoring face recognition technology, users can be recognized as long as they arrive at the store, and the face ID, as the user's identity number, is incorporated into the system to form a member.
2. Online and offline collaboration. That is, improve efficiency online and make up for the experience offline. The convenience of online shopping is self-evident, which breaks through the limitations of space and time and mainly solves the problems of efficiency and convenience. For example, for businesses, they can trade with consumers all over the world without a big warehouse or even a warehouse or physical store. For consumers, they can buy all kinds of things around the world without going out. However, there are many limitations online, such as not trying before buying, not feeling the texture of the goods, and waiting for a long time to receive the goods after buying. And these online limitations are exactly what offline is good at. The core of OMO is to combine the advantages of both.
? 3. Marketing scenario. The user's demand is natural, but it needs to be in a certain environment to stimulate demand and give users the motivation to consume. For example, when you are running, you want a bottle of water; When you want to climb a mountain, you want a pair of hiking shoes; You want a cup of coffee when you are waiting at the airport. When you are reading, you want to take notes ..... Therefore, scene marketing is a marketing means to guide and stimulate users' potential needs in specific scenarios, and finally meet users' needs and achieve enterprise goals. OMO system can identify and construct scenes more accurately through intelligent sensing devices and artificial intelligence algorithms, which provides more possibilities for precision marketing. In fact, users do not reject marketing, but reject mediocre marketing. When you show consumers what they want, they will feel cool. This is also a key link to enhance the consumer experience.
4. Data closed-loop business intelligence. Data closed-loop and business intelligence are concepts that many enterprises have been advocating. However, due to the current technical and industrial environment, the real data closed-loop and business intelligence are still in the conceptual stage and have not really landed. However, with the rise of artificial intelligence technology, it will provide an effective solution for data closed-loop and business intelligence and make it a reality.
Four, the planning elements of OMO system
? The value of OMO is obvious, which will help enterprises integrate business resources, expand interest channels, improve business efficiency and enhance user experience. Based on the characteristics of the above-mentioned OMO system, the key elements of establishing an OMO marketing system should include online and offline data conversion systems, online and offline platforms, marketing scenarios and intelligent data processing systems. , as shown in the figure below.
? 1. Online and offline data conversion system: intelligent sensing terminal. It will include intelligent sensors, face recognition, speech recognition, gait recognition and other technologies, and provide online and offline integration, offline data digitization and other functions. The system has become a new traffic portal, which undertakes drainage, data conversion and so on. Online and offline integration. In the era of consumption 3.0, there are some specific channels online and offline, such as various apps and websites. From offline to online, users need to complete some processes such as registration, login and information entry. In OMO system, users don't need to do anything from offline to online, and intelligent sensing terminals automatically complete data conversion from offline to online, such as user identification, registration and recording. Online traffic conversion portals are everywhere.
? 2. Support the environment offline. At present, the pure online system technology is very mature, the construction cost is getting lower and lower, and it is easier to build. Offline support is mainly to enhance experience and services, including offline experience stores, offline logistics services, supply chains, after-sales services and so on. Offline is an extension of the online environment, and the offline environment cannot be wrong with the online environment. Therefore, the offline environment also needs to be integrated into modern technology. In addition, we should also consider the combination of humanities, art, ecology and other factors.
3. Marketing scenario. The core of scene construction is to enhance the experience. Scenes are divided into: virtual scenes and real scenes. Virtual scene is the specific content of media, which can be the specific bridge of film and television, or the specific content of browsing web pages; The real scene is the real environment in which users live, such as taking the subway to and from work, going shopping, passing by a restaurant and so on. The judgment of virtual scene is a mature screening of electronic data content, so I won't go into details here. The judgment of real scenes is the focus of OMO. With the help of intelligent sensing devices and monitoring devices, we need to judge the potential needs of users to do certain things at a specific time, at a specific place, with a specific person, guide and inspire them, and finally provide solutions to meet the needs. Enterprises in the design of marketing scenarios, there are the following two modes:
? Mode 1: user-centered, emphasizing comprehensive coverage of user needs;
? Mode 2: Starting from the enterprise's own conditions, it emphasizes meeting some needs of users. Obviously, the mode of 1 has a wide coverage, scene-based service and more marketing space, but the construction cost is high; Mode 2 only emphasizes a few specific scenarios, so the construction cost of the system will be relatively reduced.
? 4.IT platform. At present, most IT systems are purely online, and OMO IT systems need offline integration and software and hardware integration. Its core lies in connecting online and offline based on business processes to form a complete business function model. Internally, effectively support enterprise business processes and coordinate the management of resources; Externally, connect users and form interaction.
? 5. Intelligent data processing and analysis system. It is the core brain of OMO, responsible for the control and data processing of the whole system, forming a complete closed loop from online to offline. Its core technologies cover artificial intelligence and big data analysis. Some marketing models, such as precision marketing, user portrait and intelligent push, all depend on the system.
Feasibility analysis and future development form of verb (abbreviation of verb) OMO system
? From the above analysis, we can see that OMO system is a high-tech system including Internet of Things technology, artificial intelligence technology and Internet technology, and it is also a marketing system that understands users' needs and scenarios. The construction of the system needs to integrate all kinds of resources and unify them. From the technical point of view, the artificial intelligence technology and intelligent perception technology of the Internet of Things are still in the development stage, and the technology is not yet fully mature. At present, core technologies and talents are mastered by large enterprises such as BAT and Google, so for most small and medium-sized enterprises, enterprises do not have the technical strength in this field. But in marketing, these SMEs know their customers better, so they are also better at building marketing scenarios. Therefore, if OMO system is to be implemented effectively, it needs the cooperation of the whole industry. The future of OMO may take the following two forms:
? 1. Platform service provider: A technical team has launched an industry-oriented OMO service platform (just like the current Meituan and Public Comment). On this platform, businesses and enterprises can freely settle in and build their own marketing scenarios on the platform.
? 2. Merchant self-built system: some powerful companies take the lead in implementing OMO marketing within the company through technical integration;
Conclusion of intransitive verbs:
? To sum up, OMO system is the mainstream in the future, and its key elements include: the disappearance of online and offline boundaries, integration, collaboration, marketing scene, and business intelligence with closed data loop. Because it is more conducive to the construction of various marketing scenarios, it will play a huge role in consumption upgrading, experience upgrading and industrial upgrading, but its development and popularization depend on the maturity of artificial intelligence technology. If enterprises want to stay ahead in the future competition, they should take the lead in planning OMO system. And some entrepreneurial innovators will seize this opportunity to build an OMO integrated service platform, which will be promising.