【直报网1月5日讯】（DSC网）2009年第一届网商大会上，马云大胆预测：“未来五年，无电子不商务！”，彼时，嘲笑声不绝于耳。

CNDSN January 5th news [] (DSC net) the first network to the General Assembly on 2009, Ma Yun boldly predicted: "the next five years, no electronic commerce!" Then, the laughter can be heard without end.

如今，五年已逝，电子商务及其衍生品“O2O”的成绩已无需赘述，大家有目共睹。

Now, five years past, electronic commerce and its derivatives "O2O" grades have been without them, everybody be obvious to people.

然而，于直销这一有别于传统营销的模式而言，“O”不“O”？这，是个问题。如果“O”，怎么“O”？这，又是一个问题。

However, in the direct selling this is different from the traditional marketing model, "O" not "O"? This, is a problem. If "O", "O" how? This, it is a problem.

作为以从人到人“面对面”的传播为特色的营销模式而言，似乎与电子商务是相悖而行的。然而，聪明的直销人总能适应时代变迁，找出“既……又……”的办法。

As a communication from person to person "face to face" as the characteristics of the marketing mode, appears to contradict the line and electronic commerce. However, smart marketers will always adapt to the changes of the times, not only find "...... Again......" Method.

他们利用线上的速度快、受众广的宣传、推广效应，既扩大产品、品牌影响力，让“O”为“面对面”服务，实现线上到线下的转换，亦于无形中节约了成本，并成为企业产业链式发展的助推器，可谓一举多得。

They use the line speed, the audience is wide publicity, promotion effect, not only to expand the product, brand influence, make "O" for "face to face" service, realize the online conversion to the line, also in the invisible cost savings, and become a booster enterprise industry chain development, it yijuduode.

如今，我们看到，业界先驱已经尝到了“O”所带来的甜头，当以消费方为主导的2.0时代到来，变革已经不再是一道是非题，而成为一道选择题，“O”不“O”？且看直企如何抉择……

Today, we see the industry pioneer, has tasted the sweetness of "O" brings, when the consumer party as the leading 2 era, change is no longer a yes or no questions, but become a multiple-choice questions, "O" not "O"? And direct enterprises to choose......

O2O，让品牌影响力赢在终点线上

O2O, let the brand influence to win at the finish line

市场经济环境下，如何提升品牌影响力是众企业不变的追求。而在势不可挡的互联网电子商务时代，如何利用其为品牌扩张助力，成为企业面临的重大课题。O2O，这一新兴的电商模式，能为企业带来怎样的惊喜，人们纷纷翘首以待。毫无疑问的是，打好这场战役，即使在起跑线上落后，但也未尝不能笑到最后。

Under the environment of market economy, how to enhance the brand influence is the constant pursuit of enterprise. And on the Internet, electronic commerce times be a trend which cannot be halted, how to use the brand expansion of power, has become a major issue facing enterprises. O2O, this new business model, what can bring surprises for the enterprise, people have to wait. There is no doubt, to fight this battle, behind even at the starting line, but might not be the last laugh.

打造“体验经济”，助力品牌扩张

To create the "experience economy", boosting the brand expansion

“金杯银杯不如消费者的口碑”，这是适用于任何产品和服务的不二法则。而在互联网时代，信息传播的速度非常快，任何大众感兴趣的信息都像投入湖中的石子，立刻在网络这个介质上泛起涟漪，互联网的口碑效应让消费者从个体变成一个聚合体，有着潜在的带动效应。随着互联网的发展，利用互联网塑造品牌的影响力，将是大势所趋，更是企业未来战略的重中之重。

"Golden cup silver cup as the reputation of the consumers", which is applicable to any product or service, the best laws. But in the era of Internet, information spread very rapidly, any general interest information like into the lake stones, immediately on the Internet this medium ripple, word-of-mouth effect of Internet make consumers from the individual into a polymer, potentially driving effect. With the development of the Internet, the use of the Internet to shape the brand influence, will represent the general trend, priority among priorities is the future of enterprise strategy.

二十一世纪是一个品质至上的时代，物质条件的充裕使得消费更加注重的是服务与质量，换句话说就是体验。当人们去星巴克喝咖啡的时候，30多元人民币买的更多的是就餐时的环境，全木的座椅和轻松的氛围，这就是用户体验。毫无疑问，这种体验首先是建立在品牌影响力上的。那么，如何吸引消费者的亲身体验并为此买单，才是企业或者商家制胜的关键。

Twenty-first Century is a supreme quality of the times, the material conditions of the rich makes consumption more attention is paid to the service and quality, in other words, experience. When people go to Starbucks drink Coffee, 30 yuan are buying more dining environment, all wooden seats and relaxed atmosphere, this is the user experience. No doubt, this experience is first established in the brand influence on the. So, how to attract the consumer experience and pay for them, it is enterprise or business the key.

Core O2O patterns is to consumers in actual shop, online payment for goods, and then to the offline entity shop to enjoy the service. O2O combines the business channel of low cost communication advantages, but also combines the advantages of traditional channel service and experience, to cater to the needs of users, with the minimum cost to build brand.

40年前，世界著名未来学家阿尔文·托夫勒就曾预言制造业、服务业之后，体验业将是产业升级的方向。10年前，这个预言开始在世界范围成为现实。支付宝无线事业部负责人刘乐君也曾分析，在O2O时代，成本不再是决胜的关键，用户、顾客，才是成为驱动整个产业创新的最大力量。O2O模式的本质其实就是“体验经济”。那么，这种“体验经济”为什么能够提升企业或者商家的品牌知名度，从而实现品牌影响力的打造呢?

40 years ago, after the world famous Futurist Alvin Toffler had predicted the manufacturing industry, service industry, the experience of industry will be the direction of industrial upgrading. 10 years ago, this prophecy is beginning to become a reality in the world. Alipay wireless career department person in charge Liu Lejun had analysis, in the O2O era, the cost is no longer the key to victory, users, customers, is to become the biggest driving force of the whole industrial innovation. The nature of O2O is actually the "experience economy". So, why can this kind of "experience economy" to promote enterprise or business brand awareness, so as to realize the influence of brand building?

第一，O2O有助于强化网络品牌宣传。企业要开展电子商务，首先要实现的就是“品牌的电子商务化”，尤其是对于新品的推广，O2O的效果愈加凸显。消费者带着对网络宣传信息的期待，转化为在线下进行实地考察与体验，这对消费者来说无疑是一粒定心丸。绿之韵集团2013年推出“天城网”，首期上线就推出两大板块业务：天天团购，天成商城。顾客通过团购方式进行体验，有力提升了其品牌知名度。

First, O2O helped to strengthen the network brand promotion. Enterprises to conduct e-commerce, the first to realize that "brand of e-commerce", especially for new products promotion, more prominent effect O2O. Consumers with the information on the network propaganda expectations, conversion of the field investigation and experience for the online, this is undoubtedly a grain of reassurance to consumers. The green group in 2013 launched the "city network", the first line is to launch two major business segment: every group purchase, Tiancheng shopping mall. Customer experience through group purchase mode, effectively enhance the brand awareness.

第二，通过O2O营造推广效应。对于O2O来说，由于是先下单再进店，所以很容易评判线上推广的效果好坏。因此，通过O2O模式就能获得精准的反馈效果，同一般无目标地投放广告相比，这种针对性颇强的方式对拓展品牌市场是大有裨益的。如新高层在接受搜狐财经采访时就提到，O2O是非常好的通路，通过人对人的服务，使消费者了解产品、购买产品，是单凭广告传播和传统渠道所无法达到的效果。

Second, create a promotion effect by O2O. For O2O, because it is the first place an order and then to enter the shop, so it is easy to judge good or bad effect of online promotion. Therefore, to obtain accurate feedback effect through the O2O mode can, compared with the general goal of advertising, the pertinence is quite strong way to expand the brand market is be of great advantage. As the new top in an interview with Sohu Finance and economics mentions, O2O pathway is very good, the people of human services, so that consumers understand the products to buy the products, alone, is the dissemination of advertising and traditional channels are unable to achieve the effect of.

第三，O2O能营造良好线下体验。O2O模式下，线下服务可以通过线上来揽客。反过来，线下体验也使得商家在消费者心目中的认知度得以提升，从而提升品牌影响力，带来“口碑效应”。例如安然纳米就通过美团平台推出汗蒸馆，以实惠的价格和优质服务吸引了广大的消费群体。

Third, O2O can create a good line experience. O2O mode, line by line offers service can. In turn, offline experience also causes the business awareness in the minds of consumers can be improved, so as to enhance the brand influence, to bring the "word of mouth effect". Enron nano through beauty group launched sweat stream Museum, at an affordable price and high quality services to attract the majority of consumer groups.

Amway type O2O, to direct the icing on the cake

在很多业内企业看来，直销行业的竞争更多是人员的竞争，是整个产品行业的竞争，他们不能为了网络上2%- 5%的市场，破坏自身在线下95%的市场。诚然，直销之根本是经销商。但与此同时，直销行业也面临着互联网技术变革的考验，不能紧跟时代前进的步伐，势必为市场所淘汰，这也是为什么很多直企开始试水O2O的原因。

It seems that many in the industry enterprises, the direct selling industry competition is more personnel competition, is the product of competition in the industry, they can in order to network 2%- 5% of the market, destroy their own online 95% of the market. Indeed, the fundamental is direct distributor. But at the same time, the direct selling industry is also faced with the Internet technology change test, can't keep up with the pace of progress, must be eliminated by the market, which is why many enterprises began to test the water direct cause of O2O.

直销归根到底也是口碑传播。产品的体验性、服务的人性化等优势与O2O的线下体验模式有异曲同工之妙。因此，将直销与O2O模式串联起来，通过线下的产品展示、现场体验，给消费者最直观的品质感受，促进消费者对产品进行全方位了解，进而对产品产生信赖，对品牌产生认同。而线上电子商务技术的成熟运用，又可以同步提升消费者产生购买行为时的用户体验。如此一来，产品口碑得以良性循环，品牌影响力得到提升，对经销商来说亦是如有神助。

Direct marketing in the final analysis is the word-of-mouth communication. Experience model of human nature and other advantages and O2O product experience, service line have different approaches but equally satisfactory results of the wonderful. Therefore, the direct connected in series with the O2O model, through the line of product display, on-site experience, to the most intuitive consumer perceived quality, promote consumer all-round understanding of products, and reliance on product, produce the recognition of the brand. While the online e-commerce technologies mature application, but also can enhance consumer purchase behavior when a synchronization user experience. Thus, product reputation to a virtuous circle, brand influence can be promoted, the dealer is also like helps.

事实上，很多直销企业都已经看出这些趋势，并开始试水O2O模式。而安利则利用其庞大的经销商队伍，开创了从线下到线上的独特O2O模式。

In fact, many direct sales enterprises have already seen these trends, and began to test O2O model. And Amway with its large dealer team, and create a unique O2O patterns from line to line.

首先，安利目前拥有完善的线上运营体系，包括电商网站、手机APP管理软件、独立的营销人员培训与管理网站，如安利易联网(营销人员PC端业务平台)、安利商务随行(营销人员掌上业务平台，安利教育网(营销人员线上培训平台)等等;同时安利(中国)内部有9个官方微信账号和7个官方微博账号进进产品推广和促销活动。在直销当中，直销人员本身就是消费者，这些平台的打造就使得安利与顾客之间保持着紧密的连接，使顾客及时获知企业信息。如此一来，多平台的宣传使得品牌影响力得以扩张，信息的畅通也能让经销商更好的拓展市场，可谓一举两得。

First of all, Amway currently has a perfect operation system on line, including the website of business of mobile phone, APP management software, independent marketing personnel training and management of website, such as Amway easy networking (PC marketing personnel end business platform), Amway business trip (marketing personnel handheld business platform, Amway education network (online training platform marketing personnel) etc.; at the same time Amway (Chinese) has 9 official Micro message account and 7 official micro-blog account into the product promotion and sales promotion activity. In the direct sales, direct sales personnel itself is a consumer, to build these platforms makes between Amway maintained a close connection with the customer, make customer timely informed of the enterprise information. Thus, multi platform propaganda makes the brand influence to expansion, the smooth flow of information also allows dealers to better develop the market, can shoot two hawks with one arrow.

其次，安利拥有完整的线下门店体系。安利在中国设立了290家直营店铺，初步完成了线下展示、服务体系的建立;同时，位于深圳的大型体验中心正在建设当中;未来此模式店面将成为安利在中国的线下服务体系的模版。庞大的门店系统安利O2O模式得以运行的前提，同时，O2O模式的运行也推动了其落地店铺的壮大，为来越来越多的体验中心的建成将是最好的见证。这些体验店是顾客了解安利产品及服务的窗口，更多的人就能够透过这个窗口加入到直销当中，从而壮大安利的直销队伍。

Secondly, the store has a complete system of Amway line. Amway in Chinese set up 290 straight camp shop, finished the line display, service system; at the same time, among the center of large experience in Shenzhen is building this model will become the future; store service system Amway in Chinese line template. Amway O2O model system to store large operation condition, at the same time, the O2O mode of operation has pushed its floor shop and grow, as more and more experience center will be built is the best witness. The store experience is the customer know Amway products and services window, more people can through this window is added to the direct marketing, thus strengthening Amway direct sales team.

第三，队伍庞大的营销人员是保障。目前安利拥有超过三十万的活跃营销人员，遍布全国31个省区。这些营销人员作为销售人员亦作为消费者，不仅能够通过亲身体验增强对体验店的认同感，也对他们的销售工作开展提供强大的实力后盾。

Third, a large team of marketing personnel is the guarantee. At present Amway has more than three hundred thousand active marketing personnel, all over the country 31 provinces. The marketing personnel as sales personnel also as consumers, can not only through personal experience to enhance the experience store identity, but also on their sales work provides powerful strength backing.

Traditional enterprise business most followed three paths -- Open website shopping channel, opened a flagship store in the online shopping platform, or to the dealer to do. And Amway is another way, the dealers are grafted on the direct sales model, is a kind of from line to line O2O. At the same time, Amway electric business channel is only for the efficient operation of the marketing staff to create the condition, to keep it competitive in the present, and to develop new client is still by the marketing personnel through the line to achieve. That is to say, Amway O2O mode is more as an effective tool to assist development of direct selling, it does not conflict with the interests of dealers, the core status of direct marketing still can not shake. Direct selling enterprises to enter this new blue ocean, it is the first to clear.

直销本身是一种人际网络营销，这与O2O的运作模式有极大的相似性，这也是O2O之所以能够嫁接在直销这棵大树上的原因。但这种嫁接并不改变其本质，最终目的仍是促进直销的发展。安利之所以能够将O2O运用得恰到好处，原因在于其恰当的处理两者之间的关系：即通过O2O模式让安利的品牌得以更广泛的传播，从而为直销事业添砖加瓦。

Direct selling is itself a kind of interpersonal network marketing, which have great similarity with the O2O mode of operation, which is the reason why O2O can engraft in direct cause of this tree. But this does not change the essence of grafting, the ultimate goal is still to promote the development of direct marketing. Amway was able to apply O2O to be just perfect, the reason is that the relationship between the right to handle both: by means of O2O mode lets Amway brand to spread more widely, which is the direct cause of do what little one can to help.

“上下”对接 成本为王

"Up and down" cost is king of butt

“互联网是新的商机，每一次新的机会的到来，就会造一批富翁。”——李嘉诚

"The Internet is a new business opportunity, every new opportunity comes, will build a batch of moneybags." -- Li Jiacheng

随着O2O模式日益成熟，掘金的号角已经吹响，连接线上与线下的桥梁——O2O模式，将成为电商的下一座金矿。

With the O2O mode is increasingly mature, the Nuggets bugle call is sounded, the connection mode -- O2O bridge line and the line of electric business, will become the next gold mine.

在这场群雄逐鹿的新战场上，直销企业也在角逐之中，目前商品市场竞争日益激烈，渠道成为制胜的关键，采用线上线下相连接的方式，给客户带来实惠优质产品与服务的同时，能有效降低企业成本，实现企业价值的最大化。

In the new battleground in this field in the feudal lords vying for the throne, direct selling enterprises are also in the race, the current commodity market competition is increasingly intense, channel has become the key to victory, with the line connected way, to bring customers the benefits of high quality products and services at the same time, can effectively reduce the cost of enterprise, realize the maximization of enterprise value.

“上”、“下”齐驱

"", "" Qi

第一个“O”，即线上(online)。直销行业步入2.0已是时代发展的要求，线上购物方便、快捷，是大众消费的重要途径。O2O模式的线上营销能降低企业对线下实体对黄金地段旺铺的依赖，大大减少租金支出。

The first "O", that is, line (online). The direct selling industry into 2 is the requirement of the times development, online shopping is convenient, quick, is an important way for mass consumption. O2O model of online marketing enterprises can be reduced to the entity depends on lots of gold Wangpu line, greatly reduce the rent expenditure.

O2O将使互联网作为实体店的前台，互联网很好地解决了商家与消费者双方信息交流不对称的弱点，从而能降低企业的交流成本和交易成本。直销企业三生的有享网，是三生公司旗下宁波三生电子商务有限公司开发上线，致力于打造健康家庭生活一站式购物平台，构建三生“三网合一”全新商业营销模式。有享网商城通过与专业品牌卖家合作，为三生经销商和消费者提供全方位满足“衣、食、住、行”健康家庭生活需求的商品。通过该平台能为三生营销伙伴提供专享消费返利和推广收益，创造出更多价值。因为有效的在线预订等方式，经销商拥有更加便捷的取货渠道，更有利于提高开展业务的效率。有享网上，三生营销人员除享受质优价廉的商品外，通过线上信息分析，更可在商品推广中获得丰厚收益。客户信息使企业摆脱繁杂的中间渠道环节及对传统营销模块式营销组织机构的依赖，实现了个性关怀，极大地降低了营销成本。

O2O will make the Internet as the entity shop front, the Internet is a good solution to the merchants and consumers both the exchange of information asymmetric weakness, which can reduce the communication cost and the transaction cost of enterprises. Direct selling enterprises sansei enjoy network, is the Agel Ecommerce Ltd Ningbo Sansheng development Sansheng company under the line, is committed to creating a healthy family life a one-stop shopping platform, construction of Sansheng "triple play" new business marketing mode. Enjoy net mall with professional brand seller cooperation, provide a full range of "meet the needs of clothing, food, live, row" healthy family life commodity for the tertiary distributors and consumers. To offer an exclusive consumer rebate and promotion of income through this platform can for tertiary marketing partners, to create more value. Because effective online booking form, dealers have more convenient collection channels, more conducive to improving the efficiency of business. Enjoy the Internet, Sansheng marketing personnel in addition to the enjoyment of high quality and low price goods, through the online information analysis, can obtain more substantial income in the commodity promotion. Customer information to enable enterprises to get rid of the intermediate channel complex link and dependence on traditional marketing module type marketing organization, realize the individualized consideration, greatly reduce the marketing cost.

现代人的享受方式越来越多样化，追求方便却又高档次的消费过程。在安利体验馆，爱美、想美的消费者可以通过在线预订方式和朋友一起体验雅姿功能区，享受雅姿实验室目前业界最先进的FACESII全智能专业皮肤测试仪。通过预约，消费者可以避免人满为患的排队等候，提高消费满意度;另一方面，预约对商家来说意味着收入和利润，预约越多，商家收入越多，也可以根据预约情况合理安排消费秩序，节约经营成本。

Modern people enjoy more and more diverse ways, but the consumption process and facilitate the pursuit of high-grade. The museum experience in Amway, beauty beauty, to consumers can through online reservation form and friends experience artistry function area together, enjoy the artistry laboratories are currently the industry's most advanced FACESII smart and professional skin test instrument. By appointment, consumers can avoid the waiting queue overcrowding, improve consumer satisfaction; on the other hand, make an appointment for a merchant means more income and profits, appointment, business income is more, also can arrange reasonable consumption in order according to the booking situation, save operating cost.

The second "O" line (Offline), "down butt" beneficiaries is not just enterprise, line under the real experience can effectively save the cost of consumers.

直销行业领域的五大产品类别包括保健食品、化妆品、保洁用品、保健器材及小型器具，这些类别的产品都可以装箱运送，似乎仅需单纯的B2C电商模式，就能完成消费者的购买行为，物流能将产品直接送到消费者手中，但是快递本身无法传递自身体验所带来的快感与真实感。但是通过O2O模式，拥有线下实体体验店，线下的切身体验能大大提升消费者对品牌的信任度，说吃到肚子里的保健品，用在脸上的化妆品，如果缺乏有效的真实体验，消费者通常难以对网络上的产品产生信任，购买信心也会略显不足。

The direct selling industry field five major product categories include health food, cosmetics, cleaning supplies, health care equipment and small appliances, these categories of products can be packing transport, seems to only simple B2C business model, will be able to complete the purchase behavior of consumers, product logistics can be directly sent to the hands of consumers, but to express itself is unable to deliver its experience the thrill and sense of reality. But through the O2O mode, with line entity shop experience, the next line of personal experience can greatly enhance consumer confidence in the brand, said to eat health products in the stomach, in the face of cosmetics, if the lack of effective real experience, consumers generally difficult for network products generate trust, confidence also buy will be slightly less.

直销企业安利，现在已经转变为正宗的直销模式，其直销团队的战斗力日益强大，而且也建立了一定数量的线下直营专卖店，而且线下社交的利用也非常充分。安利在中国设立了290家直营店铺——初步完成了线下展示、服务体系的建立;同时，位于深圳的大型体验中心正在建设当中;未来，此模式店面将成为安利在中国的线下服务体系的模版。在安利体验馆，顾客可以通过覆盖全关的WiFi网上购物，也可以通过管内设立的实体订货区在柜台下单，感受体验馆员工专业、优质、贴心的服务。有享网日用百货商品团购活动是典型的O2O例证，通过公司集中谈判招商和联惠合作的方式引进专业卖家，在限定的时间内集中销售，能为消费者提供品质最优、性价比高、服务保障的优惠商品。

Direct selling enterprises Amway, has now transformed into direct sales model of authentic, the fighting capacity of direct sales team is becoming more and more powerful, but also built a number of line direct stores, and the use of offline social is also very full. Amway set up to set up 290 straight camp shop -- initially completed line display, service system in China; at the same time, among the center of large experience in Shenzhen is under construction; the future, this model will be Amway store service system in China line template. In Amway museum experience, customers can through the cover closed WiFi online shopping, entity order area can also set up through the tube in place an order at the counter, feeling experience museum staff professional, high quality, attentive service. Enjoy the network general merchandise group purchase activity is O2O typical example, through the company concentrated negotiations merchants and Lianhui cooperation way to introduce professional sellers, sales are concentrated in a limited time, can provide the best quality, cost-effective for consumers, service guarantee discount merchandise.

“上”、“下”整合

"Shang", "Xia" integration

O2O模式的关键是如何将线上与线下资源有效的整合，资源整合的最终效果也将达到降低企业成本。

The key of O2O model is how to on line and off line the effective integration of resources, the final effect of resource integration will also reduce the cost of.

通过O2O模式能将线上、线下信息流整合，让两大平台上的产品信息统一，消费者在线下的体验与网络平台上的信息一致，实现线上线下同价，能降低线下客户转化成线上客户的难度。安利在今年8月推出的数码港APP，是个一站式个性化的门户类APP，有30多个模块功能可随心定制，帮助营销人员进行科学的顾客管理。麦肯锡定律中表示，发展一个新客户成本是挽留一个老客户的3-10倍。向新客户推销产品成功率是15%，而向老客户推销产品成功率是50%。上下信息流的整合更利于商家的“客情维护”，更利于商家维系老客户，整合各个渠道的客户资源。

The O2O model can integrate the information flow line, line, let the product information unification of two platforms, experience and network platform of online consumer on the uniformity of information, the realization of online offline goods, can reduce the line customers into online customers difficulty. Amway launched in August this year, the Cyberport APP portal APP, is a one-stop personalized, there are more than 30 function modules can be custom heart, help customer marketing personnel management science. Said McKinsey's law, the development of a new customer costs is 3-10 times to retain an old customer. To new customers to sell products success rate is 15%, and to the old customers to sell products success rate is 50%. On the integration of information flows is more conducive to business "guest mood maintenance", more conducive to businesses to maintain old customers, integration of the various channels of customer resources.

另一方面，线上下单，线下取货的方式还能节约企业的物流成本。通过统一编码，统一采购，统一仓储，统一物流，线上线下销售库存统一管理，最大限度降低仓储成本及物流成本，如果再加上实体店派送，则在整个流程中人力成本又有了降低。中酒网董事长赖劲宇表示，O2O与B2C相比，能节省10%的成本。赖劲宇说：“快递每一个单件需要20到30元，O2O有最近的店去送，可能成本是5元，而且减少了浪费的二次包装的成本，因为快递要二次包装，这方面费用O2O更低一些。”

On the other hand, place an order online, offline pick-up mode can save the business logistics costs. Through the unified code, unified procurement, unified storage, unified logistics, inventory to sales of unified management of the line, to minimize the storage cost and logistics cost, if coupled with a physical store delivery, in the whole process and reduce manpower cost. In wine chairman Lai Jinyu said, O2O compared with B2C, can save 10% of the cost of. Lai Jinyu said: "the express every single piece requires 20 to 30 yuan, O2O is the nearest shop to send, may cost is 5 yuan, but also reduce the cost of two packaging waste, because the courier to two packaging, this lower cost O2O."

And through the company headquarters unified settlement unified procurement can to strictly monitor the online and offline system, financial, tax risk more easily evade; internal distribution through the unified management more easily, can make the whole operation process of financial supervision more in place. For direct selling enterprises, through a unified standardized information, standardized processes and can be copied, once the standard complete, means that the whole system is mature, the enterprise entered a period of rapid growth, each process of the system are available through standard quantification, and then copy, realizing sustainable development.

有业内人士认为，在O2O体系建设过程中，最大的成本，是人的成本。相对于营销团队建设、维持、运营成本来说，其他成本都是极微小的;而且，一旦建成了一支成熟、稳定的营销队伍，广告、公关、物流、仓储等成本还会迅速降低。O2O模式在直销企业团队建设中只要组织架构的合理，各个体系人员能够匹配职责，就能为企业创造出更大的价值。因为O2O体系中团队建立，一定是围绕模式建立而不是围绕一个人建立。根据数据对个人、团队任务完成是否到位进行监管，能使各个体系分工明确，业务流程清晰，各司其职，销售，仓储，物流，采购，实体店等从自营还是合作外包都比较清晰，能够是团队协同作战。

The personage inside course of study thinks, in the process of O2O system construction, the biggest cost, is the human cost. Compared with the marketing team building, maintaining, operating costs, other costs are extremely small; but, once built a mature, stable marketing team, advertising, public relations, logistics, warehousing and other costs will decrease rapidly. The O2O mode in the team building of direct selling enterprises as long as the organization structure is reasonable, able to match each system personnel responsibilities, can create a greater value for the enterprise. Because the team O2O system must be established, based on the mode set up rather than around a person to build up. According to the data of individual, team to complete the task of supervision is in place, can make each system of a clear division of labor, a clear business processes, perform their respective duties, sales, warehousing, logistics, procurement, the entity shop from proprietary or outsourcing are relatively clear, can the team is to fight in coordination.

电子商务经历了十多年的沉浮，新型营销模式应时代而生，百舸争流之中，直销企业运行O2O模式路还很漫长，但只要敢于跳下河摸这块大石头，那就有可能成为这个行业的领跑者。

Electronic commerce has experienced more than 10 years, the new marketing pattern should be times, a road running in O2O mode, direct selling enterprises is very long, but as long as the courage to jump into the river to touch the rock, it is likely to become the industry leader.

The line neck and neck, leveraging the value chain to supply chain

所谓供应链，是指商品到达消费者手中之前各相关者的连接或业务的衔接，是围绕核心企业，通过对信息流、物流、资金流的控制，从原材料采购开始，到中间产品以及最终产品，最后由销售网络把产品送到消费者手中的一个整体功能的网链结构。在电子商务新宠O2O模式中，供应链发挥着尤其重要的作用，而反过来，O2O亦是企业整合、优化供应链的方式。因此，O2O与供应链可谓是相辅相成，不可分割。

The so-called supply chain, is the interface between the finger connection or business before the goods arrive in the hands of consumers of all stakeholders, is around the core enterprise, through the control of information flow, logistics, capital flow, starting from the purchase of raw materials, intermediate products and final products to the chain network structure, and finally by the sales network products to a the whole function of the hands of the consumer. In the electronic commerce O2O mode, supply chain plays a particularly important role, and in turn, O2O is also the enterprise integration and optimization of supply chain mode. Therefore, O2O and supply chain is complementary, indivisible.

突围O2O，供应链是关键

To break O2O, supply chain is the key

供应链整合对现代管理者来说已经不是一个陌生的名词了。经过初期的电子商务浪潮，很多企业已经意识到互联网应用不只是物料配送和采购结构，供应链管理不仅仅关注物料从原材料生产者向制造商的流动，并最后流向最终用户的过程。供应链管理的目标是创造价值，使价值最大化。

Supply chain integration of modern management is not a strange noun. After the initial wave of e-commerce, many enterprises have realized the application of Internet not only material distribution and the structure of procurement, supply chain management not only pay attention to material from the producers of raw materials to manufacturers flow process and finally to flow to the end user. The objectives of supply chain management is to create value, the value maximization.

当下错综复杂的商业环境下，企业面临着越来越多的挑战。比如迅速变化的市场;顾客难以预测的需求及对产品和服务的个性化需要;顾客不再只关注产品，更注重体验等等。这些挑战使得供应链管理成为重要的管理工具和竞争的策略。那么，成功的供应链管理应该怎么做呢?《欧洲商业论坛》杂志发表文章《供应链之战》指出，成功的供应链管理需要在两个方面进行整合：一个是信息的整合，确保信息在供应链各方中顺畅交流;二是组织的整合，使供应链上的各方朝共同的目标前进。信息的整合要做到能够及时传递信息，并收集供应链各方的信息。组织的整合要使企业运作的各个环节无缝对接。成功的供应链管理能够协调并整合供应链中所有的活动，最终成为无缝连接的一体化过程。

The current complex business environment, enterprises are facing more and more challenges. For example, the rapid change of the market; customer is hard to predict the demand for products and services and personalized needs; customer not only concerned about the product, pay more attention to experience and so on. These challenges make the supply chain management has become the important tools and management of competitive strategy. So, successful supply chain management should be how to do? "European Business Forum" magazine published an article "supply chain" and points out that the battle, successful supply chain management requires integration in two aspects: one is the information integration, to ensure that the information on the parties in the supply chain smooth exchange; two is the organization integration the parties in the supply chain, toward a common goal. The integration of information to be able to transmit information in a timely manner, and collect the information of supply chain parties. Organizations to integrate enterprise operation of each link of seamless docking. Successful supply chain management to coordinate and integrate all activities in the supply chain, eventually becoming the integration process of seamless connection.

鉴于上述对供应链的分析，进行资源整合，优化供应链的重要性可见一斑。而在电子商务发展迅猛的今天，线下向线上的转移速度越来越快，但是线下的资源依然是重头，那么大量的线下实体资源就需要思考如何融入到互联网的大趋势当中，而商家也更需要考虑消费群同时有两种不同的消费习惯。简言之，商家需要将线上与线下的资源加以整合，打造一条完整的供应链。而O2O自然就是这种中间模式。值得注意的是，尽管O2O能够起到整合资源，优化供应链的作用，但O2O要打通线上线下渠道，更需要一条完整的供应链作为强有力的支撑。

In view of the above analysis of supply chain, resource integration, remarkable importance of supply chain optimization. But in the rapid development of electronic commerce today, offline to online transfer speed more and more quickly, but the line under the resource is still heavy head, so a lot of resources below the line entity will need to think about how to integrate into the trend of Internet, and businesses need to consider more consumer groups at the same time, there are two different consumption habits. In short, businesses need to combine online and offline resources, build a complete supply chain. O2O natural is the intermediate mode. It is worth noting that although O2O is able to integrate the resources, optimize the supply chain effect, but O2O to get online and offline channels, more need a complete supply chain as a strong support.

在打造供应链上，康美药业是极具影响力的。其大手笔斥资打造的全产业链，线下从上游5 大中药材产地、5个中药饮片生产基地，到中游贸易物流港、中药材交易市场，再到下游销售终端进行了全产业链覆盖;线上康美构建了中药材大宗交易、健康管理与信息服务、电子商务三大平台，真正实现了中药大数据的融合和应用。目前康美药业“中药材-中药饮片-医院-连锁药店”的产业链一体化的模式已具雏形，这为康美实现价值链的延伸提供了有力支持。

In building the supply chain, Kangmei pharmaceutical industry is very influential. The money spent to build the whole industry chain, the upstream line from 5 Chinese herbal medicine origin, 5 pieces of Chinese medicine production base, to the middle of trade logistics in Hong Kong, Chinese herbal medicine market, and then to the downstream sales terminals for the whole industry chain coverage; Kang beauty line constructed in bulk medicines, health management and information exchange service, three e-commerce platform, truly realize the integration and application of large data of traditional Chinese medicine. At present, the industrial chain integration Kangmei pharmaceutical industry "Chinese herbal medicine Chinese herbal medicine - - hospital - chain pharmacies" pattern is taking shape, which provides powerful support for realizing the extension of value chain sig.

Get along well with O2O, direct enterprises small scale chopper

所谓拥抱趋势才能拥有未来，随着越来越多的商业巨擘从单一的线上“空战”转向“空地联合作战”，直企自然不甘落后，纷纷进军这个新兴领域。

The so-called embracing the trend to have in the future, as more and more business from a single line "combat" steering "air land battle", direct enterprises natural unwilling to lag behind, one after another into the emerging field of.

作为行业内O2O的先行者，如新已经将O2O融入到了日常经营之中，线下设立了40多个大小不一的体验馆、形象店和时尚店;线上建立了流畅的网络订购系统，消费者在体验馆里亲身体验到产品和服务后，既可以选择在现场购买，也可以在网上订购。再看美罗，随着美罗汇健康大药房的落地，以及“三网联动”战略的实施，无疑也昭示着美罗国际进军O2O的前奏。

As a pioneer in the industry such as O2O, O2O has been integrated into the daily business, line set up more than 40 the size of the museum experience, shop image and fashion shop; line established smooth web ordering system, consumers in experience museum experience to product and service, can choose in the site to purchase, can also order online. Look at the metro, with the ground beautiful Luo Hui health pharmacy, and implementation of the "three nets linkage" strategy, no doubt also heralds the prelude Merro international foray into O2O.

如新、美罗的O2O模式虽略有不同，但它们都拥有一个共同之处，即通过布局O2O模式，整合资源优势、优化供应链，从而延伸产业链，实现利益最大化。而在这一方面，三生模式是较为成熟的。

Such as, Metro O2O pattern is slightly different, but they all have a common, namely through the layout of O2O mode, to integrate the advantages of resources, optimize the supply chain, so as to extend the industrial chain, to achieve maximum benefits. And in this regard, Sansheng pattern is a more mature.

三生在行业中也算是O2O的集大成者。三生适时推出“三网合一”，即：第一，电子商务网，构建三生电商平台——有享网;第二，地面服务网络，依托经销商分布在全国的工作室，以及公司即将在全国开设的直营形象店;第三，消费联盟网，由经销商和消费者组成的服务对象和推广者。其中有享网于2011年7月份正式上线，并推出有享团(团购业务)、享自游(机票、酒店、话费业务)。2012年的全年业绩超过亿元，所有的业绩均来自电商产品销售。

Life is O2O synthesizer in the industry. Sansheng timely introduction of "triple play", namely: first, the electronic commerce network, constructing Sansheng electric business platform -- enjoy the network; second, ground service network, relying on distributors around the studio, and the company is on the straight camp shop image the country opened; third, consumer alliance network, composed of dealers and consumers the service object and promotion. Which enjoy the network in 2011 July officially launched, and launched a shared group (group purchase business), enjoy free (airfare, hotel, telephone service). The 2012 full year results of more than 100 million yuan, all of the results were from electric product sales.

有享网的快速成长，并非有享网独立运作的成功，而是三网互动形成的一个线上、线下良性循环的商业链条。“通过经销商人对人的方式来推广我们线上平台的业务，然后通过线上下单反过来又帮助经销商获益。”负责三生市场运营的常务副总孙鹏博谈到，“首先，作为消费者来说，去推广这个网站可以享受推广的佣金。其次，当线上消费产生后，所在地的服务网点可以通过提供服务来获得服务费。最后，企业可以通过平台销售产品来赚取企业自己的利润，形成一个循环的链条。”

There is a rapid growth to enjoy the network, not to enjoy the network of independent operation is successful, the benign cycle of the commercial chain a line, line but three interactive form under the. "Dealers through person to person the way to promote our online platform business, and then through the line of SLR come and help dealers benefit." Responsible for the tertiary market operation deputy general Sun Pengbo said, "first of all, as consumers, to promote the site can enjoy promotion commission. Secondly, when the online consumer generated, the location of the service network can provide services for the service fee. Finally, the enterprise can earn their profits through the platform of enterprise product sales, forming a circular chain."

在地面服务网方面，三生计划在全国主要市场建设形象店，并对经销商开设服务网点进行规范，然后逐步完善。未来地面服务网的功能除了展示，还提供提货、售后服务、零售等多种功能。

The ground service network, three plans in the country the main market construction image stores, and distributors to open service outlets to regulate, and then gradually perfect. The function of future ground service network in addition to display, but also provides a wide range of functions of delivery, after-sales service and retail.

在消费顾客终端，三生在2013年11月推出基于手机客户端的全新APP应用。借助手机终端APP工具来帮助业务人员推广、开展业务并且管理他的顾客，同时，它是一个销售终端工具，可通过该APP直接购买产品。

In the customer terminal, Sansheng launched a new APP application based on mobile client in 2013 November. Mobile phone terminal using APP tools to help business personnel promotion, business and management of his customers, at the same time, it is a terminal sales tools, through the APP to purchase products directly.

三生的O2O模式给行业的启示就在于，它充分利用O2O线上线下互动的特点延伸产品流通的整个产业链，使各个环节形成良性循环的闭合链条。同时，也不断完善自身的供应链系统为O2O保驾护航。从2012年开始，三生投入巨资用于建设现代化供应链信息系统，在产品供应、物流仓储等方面进行全面提升。

The O2O mode to the tertiary industry inspiration is, it makes full use of the characteristics of O2O line interactive extension products circulation of the whole industrial chain, so that the closed chain each link to form a benign circle. At the same time, also constantly improve their supply chain system for O2O escort. From the beginning of 2012, three for huge amounts of investment in the modernization construction of supply chain information system, comprehensive promotion in product supply, logistics warehousing etc..

有人预言，“如果把商品塞到箱子里送到消费者面前的网上销量有五千亿，那么生活服务类的网上销量会达到万亿”。可见，O2O对于推动电子商务从销售货物，向提供服务和体验转变将起到推动作用，而这种体验模式在将线上线下联合起来的同时，也使得企业的供应链得到延伸整合，从而带动整个价值链的快速增长。▲

Some people predict that, "if the box to the consumer before online sales have five hundred billion commodity to plug, so the service life of the online sales will reach trillion". Visible, O2O for the promotion of e-commerce from the sale of goods, change to provide services and experience will play a role in promoting, and this kind of experience in online and offline mode will be combined at the same time, also makes the enterprise supply chain has been extended integration, rapid growth so as to drive the entire value chain. *

（原标题：谋势思变 直企O2O破局有道）

(original title: seek potential change of thinking straight enterprises O2O broken bureau Connections.)

责任编辑：小申

Editor: small Shen