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O2O vs. brick-and-mortar stores

With just a few taps on your smartphone, you can have a professional chef cook a meal for you in your kitchen, or have your car washed, or even have a beauty stylist, manicurist or masseur come over. That’s all part of what’s called an “online-to-offline” business model, or O2O. Analysts say the model that started in late 2014 has penetrated almost every service sector in China.

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