Market Access Condition of Jewelry O2O in China

Jewelry O2O (Online to Offline) is a new jewelry electronic business model, which is based on the B2C (Business to Customers) e-commerce mode. It effectively combines B2C mode with traditional shops, forming the close interaction. In O2O mode, the company can look for consumers, publish product information, introduce the characteristics of products, and provide online services. Also, consumers can collect information of products, compare the price, feel the goods characteristics, and achieve the payment online. O2O improves the efficiency of the transaction, and forms a larger transaction through the positive interaction between companies and consumers. Through analysis on the advantages and disadvantages of O2O business of different jewelry companies in network information dissemination, online and offline merchandise display, customer experience, interactive information sharing, competition in the network marketing, and online and offline professional services, this study summarized four requirements to access O2O mode:(1) A strong operational capital; (2) Accurate identification of the target market; (3) A professional operation team; (4) Abundant space of innovation and development of business operations.