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2014 is a year in which e-commerce has changed the traditional economic structure. When e-commerce makes enterprises unwilling to live and want to stop, O2O is regarded by traditional enterprises as a panacea for the cure of offline retail pain. Too many companies are eager for O2O. However, it is understood that each O2O model is packaged for public opinion media and capital investment. When it is truly implemented, it will encounter many problems that cannot be connected. The O2O model is ultimately convenient for users to consume at any time, and the O2O channel is also based on online and offline, so there is no need to rely too much on which side. The Internet still needs to pay attention to online and offline. As a traditional retail brand, it needs O2O thinking. Because as a brand, the model is not important. The important thing is product, marketing, service and channel. The ultimate goal is to increase sales and sales. O2O thinking is to help brands improve their marketing thinking, channel thinking, data thinking, service thinking and other operational thinking through Internet technology and Internet attitudes. Zhao Gang, vice president of strategy for the company, said that the core of O2O is that the offline is the foundation for development. If the online traffic is sunshine, it will allow you to grow faster and bigger, and the scope of influence and brand expansion will be stronger. Fan economy is a torso. How to make members make repeated purchases and generate value added is the core. Xiaomi Home transforms the user maintenance experience into experience experience of Xiaomi products, transforming the complaints of users into word-of-mouth publicity opportunities, and the whole process service is the characteristic of Xiaomi Home. From a strategic point of view, Xiaomi's home is an extension of the development of fan culture under the millet line. From the management point of view, the sense of participation is the core of Xiaomi's home and the basis of Xiaomi's overall operational thinking. The after-sales service center is the logistics service guarantee for the products, and it is the key moment to spread the corporate brand. If Xiaomi establishes such an experience store in each first-tier city, its after-sales influence will be incalculable. It is true that the development of the mobile Internet era, the offline physical channel management will be transformed, but in October 2014, Amazon will open the first offline store in New York's most prosperous Manhattan 7th Avenue; November, Taobao and At the same time, Jingdong took the first step of the offline layout, and opened the member experience hall and the Jingdong help service store. LED companies including electric shocks have also begun to prepare offline experience stores. It is understood that some of the core distributors of Huayi Group at the end of 2014 have started offline experience, online transaction strategy, and whether the future experience store is directly transformed by dealers. It is not completely impossible. Although e-commerce has developed rapidly due to its incomparable advantages, more and more online stores are involved in offline experience stores, and will develop new product positioning products deep experience, word-of-mouth communication platform, and user demand management services. Zhang Woren, general manager of Guangzhou Yuezhi Lighting Appliance Co., Ltd. said that in 2014, Yuezhi agent took the top-level lamps to take the high-end route and expanded the physical store, because there is no physical store O2O is not playing. From the perspective of the market in 2014, it is not difficult to find that both online and offline have increased the emphasis on user experience. Chen Jianxin, chairman of Chongqing Sanxia Lighting Trading Co., Ltd. said that the future of dealers must be the role of service providers. Service is the fundamental development of dealers. At present, the development factor of e-commerce is after-sales service, then if enterprises and distributors unite together Do, manufacturers do a good job, dealers do a good job. The hacker is a community virtual online shopping convenience store launched by SF Express. It is based on the O2O mode of binding specific products based on the QR code of the community store. On May 18, 2014, SF Express officially announced the official opening of 518 hackers. In addition to express logistics business and virtual shopping, it also has ATM, group purchase/pre-sale, fitting room, laundry, appliance repair and many other businesses. As a new-generation community service store, SF Express is a new model for express delivery companies to play O2O across the border, although the profit is worrying. But its experience in exploring O2O cannot be ignored. The end of the Internet competition is non-internet. Although both Xiaomi and Ali are starting from the Internet, the ultimate breakthrough in core competitiveness is on the non-Internet. Therefore, facing huge cross-border opportunities today is the only way for the Internet to develop. It is as if accounting computerization was a compulsory course a few years ago, but now this capability is already very common and no longer has core competitiveness. After the Internet is fully popularized in all walks of life in the future, the real core battlefield will be transferred to the non-Internet field. The expansion of online channels by LED companies is inevitably in line with offline. Dealers have said that they can't do it, they don't want to live, and they are even more awkward in 2015. The rise of e-commerce has concealed the advantages of traditional physical stores, but it does not mean that the future physical stores are nothing. At present, there is no successful case of successful physical store transformation of e-commerce, O2O is also in the exploration stage. Throughout the economic pattern of the Internet era, the traditional physical stores will not disappear in the future, and their functions will be integrated into the after-sales service to solve problems. The current so-called experience is still in the trial operation stage, and ultimately it is the key to solve customer problems. Under-line and online balance, different functions should be designed based on the user's offline and online requirements. To truly transform a company, it is necessary to rebuild the structure and take advantage of the dealership and supply chain to make it a light business strategy. Instead of spending more expensive to build an offline experience store, it's better to unite existing dealerships to create a win-win situation. Distributors must take advantage of their stores and become a corporate image store after they have sold out. In the near future, the industry will surely have a number of lighting companies with both online and offline resources. They are either professional e-commerce companies that integrate offline channel resources through capital intervention, or traditional industry or cross-border Capital predators integrate the e-commerce resources on the line through the advantages of offline resources, so that the lighting industry can perfectly crack the problem of online e-commerce impacts in offline stores.