摘要
如今的电商圈，言必称O2O。但每人心里的O2O又各自不同。流行的说法把两个。解释为online和offline，并把2理解成线上和线下的连接。但如何连接？为什么要连接？而又为什么会在这个阶段重提连接？电商的本质是零售，这种线上的玩法和线下的玩法相比，电商除了体验上的缺憾外，剩下的是诸多方面的优势：首先，电商能知道消费者的喜好，线下能吗？其次，电商下订单生产时可以预测到商品的销售情况，线下做得到吗？再次，电商能精确地计算出一件商品的测览量、转化率、复购率，线下则比较粗放。
Though everyone in the ecommerce industry is talking about 020 today,everyone has his own understanding.The popular version explains the two'O's as online and offline,while'2'is the connection between them.Why do we need to connect diem?How can we connect?And,why we're talking about the connection again?The nature of ecommerce is retail.Except for the lack of user experience,ecommerce has great advantage over offline channel:with ecommerce,merchants can find customers'likes and dislikes;they can forecast sale situation when the order is just placed;they can precisely calculate view count,conversion rate and repurchase rate of each product...None of these was possible in traditional retail industry.Data is the natural advantage of ecommerce.Every retail company and every traditional brand understand the importance of data for physical stores,and how to get these data is a puzzle that has never been solved.In the recent years,ecommerce attracted great sales volume,and meanwhile,the traditional stores are running in difficulties due to rising cost.Precise operation must coming from online to offline,and 020 is the best way to make it happen.020 is,and will be solving the data puzzle for the offline stores.For traditional companies,the attractively of 020 is self-evident,and the reason is simple:these companies want to take advantage of the precise digital operation and integrate all their online and offline resources.In other words,on the way to 020,traditional companies are being,or will be transformed.
