Last weekend, the arbitrarily Alipay 50% off-line promotion was very sensational, and there were already good people who feared that the world would not be chaotic. At this point, the conflict and integration of Internet forces and offline POS finally became an unavoidable focus in the winter of 2014. In fact, because of the typhoon O2O, this area has been a dark tide since 2014. At the beginning of the year, the WeChat POSs in groups, the two-dimensional mobile phone payment that was suspended by the central bank, and the recently debated Internet POS, The male eagle (jiu) from the Internet have been concentrating on the POS. This original unobtrusive ground equipment and industry has always been covered with smog. I didn’t expect the wind to blow. It was revealed that it was a natural underline entrance: just need, high frequency, it could be the entry point for all O2O scenes, and then Plus the payment function naturally forms a closed loop – perfect! The $700 million knife is also inferior.
As a result, Alipay's double 12 activity became the last piece of firewood to boil boiling water. However, the author believes that the current boiling is nothing but a physical reaction. The real combination of the Internet and POS should be a nuclear reaction. Then the problem is coming. To reach the critical point of the nuclear explosion and controllably use the huge energy released by the fusion, how can the Internet POS be reliable?
First, you must be able to accept bank cards. This seems to be a nonsense, can't you swipe a bank card or a POS? It's like if the Xiaomi phone can't make a call, then the Internet mode is useless. But don't say, there are really small partners who don't recognize this, so we have seen a lot of WeChat POS and "Internet POS" without UnionPay certification. Everyone knows the common sense that mobile phones can make calls, because everyone is a user of mobile phones and the Internet; but running a physical store is not familiar to everyone, so the little friends are smart, but they are posing this kind of oolong. Still have a chance.
Judging from the daily operation rules of offline merchants, if a device does not have a bank card to pay such a high-frequency app that is used on the daily basis, it will not have the opportunity to hang the root on the checkout counter, and often lie shortly after the promotion period. Sleeping in the corner or in the drawer, even if there is Internet traffic on the Internet, there is no way to respond.
Some people say that Internet companies can continue to drain money and induce businesses to keep driving this device. This assumption ignores the difference between online and offline business. On the online, the e-commerce platform can play games such as exploding funds and expand the leverage of the traffic, but this trick does not work for offline merchants, let alone this line. The traffic on the road is like a six-pulse sword. When it comes, it is like a sigh. When you don't come, you are anxious. The bosses simply shut down the matter, and there is a chance for you to follow suit.
Speaking of this, some small partners may think, then I have a traditional POS dedicated to swipe the bank card is not enough? 呃..... This answer seems to say that my smartphone can not be called, it does not matter, Give consumers a Nokia phone. Please listen to the expression of this POS program on your own brain.
Second, a vertically integrated and open ecosystem. Unlike the online e-commerce winners, the O2O pattern must be severely vertical. Different formats and different regions, even if the function of the same membership card, the process and the design of each button will be different. In every segment of the market, such as shopping centers, beauty salons, restaurants, supermarket chains, tobacco and other industries, there are excellent leading enterprises, and even subdivided into various regions and more subdivided formats, they are in their own The segmentation field has accumulated many years of experience and customer base, understanding the pain points of offline enterprises and their anxiety about the Internet and mobile Internet. Only the solutions they designed are grounded and landed.
Therefore, both the Internet and the offline intelligent POS platform must follow the principle of openness, and excellent vertical market partners should design solutions to operate value-added services. The platform only needs to focus on building and exporting basic capabilities such as payments, cashiers, data security, and more. The resulting O2O solutions and services will certainly be a hundred flowers, the most important point is that this ecosystem is ultimately formed by the natural selection and elimination of market forces. The success of the Internet and offline POS convergence "is not a palace, but a forest" – borrowing the most cattle product manager Zhang Xiaolong's expectation of opening the platform to WeChat. The truth of the O2O platform is the same.
Third, be safe. It’s awkward, another nonsense! Don’t laugh, this is a very serious topic.
First of all, business data is certainly safe, which is much more valuable than data on a personal phone or computer. Many people will wear their own 10-year Alipay's loser index, but no boss will be willing to sell their sales data and membership data, especially in China, neither can be exposed to the rich, nor can it be seen flat;
Secondly, in order to have a smooth merchant experience, it is necessary to call each other to work collaboratively between the app and the basic payment app. Then the problem comes. Since the funds are involved, the principle of information security is understood. The security of the entire platform depends on the shortest board, so every application on the smart pos has to follow the security level of the financial system. Protected;
And the most important point is that we need to support an open ecosystem. This openness is actually a higher requirement for the security of the intelligent POS platform. The security of a closed system is easy to handle, and it is a big issue to ensure the security of the financial level while maintaining a system that is open, involving the underlying security mechanisms, virtual machines, application firewalls, access control, etc. aspect.
In addition to the above three points of hard state, the author believes that there is still a point that is often ignored by the small partners. When we engage in O2O, we habitually stand on the Internet and look down on the operators of physical stores from the air. To put it bluntly, I am always thinking of using the "Internet model" to induce the offline store to enter the game, trying to get ten times the success of e-commerce on the Ali Empire online. However, first, even if it is successful, look at the living conditions of most Tmall and Taobao shopkeepers. If the majority of the operators of the real economy are caught in a similar situation, is our success meaningful? Second, the smaller shop owners, both With their own survival wisdom, no matter how O2O evolves, there will always be stronger and more independent stores evolved. After all, the actual business and life services are provided by them. It is not about feelings here, but that we all need to live in a sustainable society. We need nuclear power plants instead of nuclear explosions.
So, instead of just popping up some apps connected to the Internet on smart POS, you can subvert or transform the real economy. We can only observe the operators of physical stores with awe, see what they have to worry about when they open their doors every day, and the needs of those silk merchants have not been satisfied. We need to find the right model from the perspective of the operators below, and build tools to make it easier to manage the business. A simple example, when we design WeChat POS, the subconscious mind is how to sell an Internet payment method and card coupon verification tool to the store, and become a "WeChat payment POS". The product shape is also affected by this guiding ideology. , tends to a calculator; but from the owner's point of view, he does not care about WeChat payment, he is concerned about how to use WeChat for member marketing (not only to write off an Internet-issued group purchase coupon), consulting reservations, customer service communication Wait, so the product form he needs must not be the single "WeChat payment POS" above. In short, our products and services should be handed over to the merchants themselves, and the ability to connect with members to the merchants, brand and marketing by the merchants themselves have the final say, to build a decentralized O2O business environment.
Finally, another interpretation of reliable can also be "trust." The convergence of the Internet and POS can also be understood as: using the power of the mobile Internet to restore and reconstruct the trust relationship between people and business, business and business. When these individuals can use trust as a link and orderly together, they can release huge energy like nuclear fusion. This may be the answer to the question raised earlier in this article – the reliable solution is “trust†or “reliableâ€.
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