The oxygen is electronegative and so has a negative inductive effect reducing electron density at position 1 to which the o-h grp is attached. This in turn sets up dipoles so that 1,3,5- slightly positive, 2,4,6 - slightly negative.
Thus positions 2,4,6 on the benzene ring are more susceptible to electrophilic attack, something that benzene does not exhibit at these positions due to the delocalisation and no regions where there's enhanced electron density.