How To Turn The Gate Of The Giants Into A Customized Version Of O2O

Just last week, three online giants were released. O2O Strategy, Liu Qiangdong sees O2O as one of the five most important things of Jingdong in 2014; Tencent CEO CEO admits that the PC end traffic has been on the wane; Ali has also integrated several project teams into O2O. At the same time, the entity retailer, which has been squeezed by B2C companies for several years, has been transformed into a high quality cooperative resource that the giants are fighting for.

　　 JD.COM

Catch O2O late

Compared with other electricity providers, JD.COM The layout of mobile Internet and O2O is relatively late, but the degree of attention is not low. In Liu Qiangdong's new year's plan, O2O is one of the five strategic principles this year. In the Jingdong based model, the perfect O2O sample in Liu Qiangdong's mind is that goods from supermarkets, including fresh products, can be delivered in more than ten minutes. This is also one of the goals of Jingdong this year, and most cities in the next five years will realize Jingdong's O2O services.

Liu Qiangdong said that after the implementation of O2O, fresh products can be delivered within 10 minutes, and the plan will be implemented in individual cities within one year. At present, Tang Jiu Da store, which has been testing the water in Taiyuan, has implemented the "1 hours" in part. Jingdong said that Jingdong is mainly responsible for providing online technology docking, collecting user orders and pre sorting orders according to maps, while Tang Jiu company is responsible for local logistics and distribution, ensuring users receive goods in a short time after placing orders. Such a cooperation model can be seen as a sample of Jingdong O2O services in the future.

The O2O advantage of Jingdong is its strong logistics. Jingdong's self built logistics has now covered more than 1000 districts and counties, which makes Jingdong the most widely covered enterprise in the field of e-commerce. Compared with other three party express companies that use "four links and one Da", the flexibility of self built logistics will be stronger after opening to O2O businesses.

It is worth noting that as a self built pure electric business, the lack of shop resources is the short board of Jingdong in the O2O project. Although Jingdong is trying to join hands with convenience stores, how to deal with the interest relationship between entities is still one of the difficulties. The Jingdong broke up with a good neighbor who had worked together for a long time in the Tang Dynasty. The official explanation is that there is a different demand for business. The convenience store has increased the workload of distribution, and at the same time, it has occupied the supermarket warehouse because of the order package, while the Jingdong has a higher demand for distribution speed. Whether the convenience store distribution service can meet Jingdong's consistent requirements has become a concern of Jingdong. Therefore, how Jingdong can make seamless connections with convenience stores and benefit both sides is the focus of its development of O2O strategy.

　　 Alibaba

Carrying "App group" into battle array

Alibaba is sitting on the largest online consumer group in China, and began to explore how to line up a few years ago. It has launched the lower end tools including NFC near end payment and Alipay POS. However, in today's Ali view, too heavy "O2O mode" is difficult to take off, and mobile phone is still an irreplaceable carrier.

Last year, the number of Taobao mobile clients reached 400 million, and the rapid development of wireless terminals made Alibaba search for O2O in mobile terminals this year. In the future mobile internet field, how to effectively stabilize its market position and long-term advantages will be the focus of its strategic thinking. At present, the products of Ali can be used for O2O include the App group, such as Amoy, Alipay wallet, micro Amoy, a panning and Taobao.

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"Global PC shipments are only 350 million, but mobile phone shipments have exceeded 1 billion. Basically, all users now have far more time to deal with mobile phones than PC every day." The Taobao O2O micro operation strategy co operation conference, held in 2014, said Wang Hai, head of Alibaba's wireless business division. Alibaba will open up the micro and offline enterprise membership system, analyze the members' shopping demand through big data, and push the nearby store information with the location service in the future.

Although there is still suspicion of "taking the physical passenger line", the participation of the commissions under the line has made up for this problem to a certain extent. According to the introduction, at present, businesses are not required to pay fees to Alibaba when they enter the micro public account platform. According to the industry analysis, by supporting the Commission, the line stores will be able to make profits if they enter the micro shop or get the return of the online platform with the help of shopping guide drainage.

In the view of businessmen, because of different geographical and price systems, Taobao sellers will encounter difficulties in online and offline collaboration. Not long ago, accepting the investment of Ali, he was confronted with the difficulty that the supplier was unable to cooperate with the O2O on the basis of profit distribution. The scope of sale of large retail sellers across many provinces and cities involves the distribution of interests among distributors. How to solve conflicts in the price, inventory system and so on will be one of the difficulties for Alibaba to develop O2O strategy.

Comment: WeChat has perfectly explained that it is better to break the ten finger and attack the world. Because micro life needs to collect service fees, the corporate version of public accounts will also be charged. WeChat is not suitable for small and micro businesses, and is more suitable for chain restaurants, cinemas and shopping malls.

Comment: Ali's O2O is various, suitable for the pursuit of special dining. clothing Glasses and other strong experience enterprises. Ali Yun accumulated a lot of consumption data and sales platform management experience is Ali's unique advantages, but compared with competitors, Ali O2O tools installed capacity is still not dominant.

　　 Tencent WeChat

Constructing ecological circle

As of October last year, more than 3000 stores have launched WeChat based O2O business, which is deeply cooperating with Tencent. It includes chain stores such as Yintai, Tianhong and Maoming, and also has ONLY, Vero Moda and other brands. Wu Xiaoguang believes that the traditional PC website's sense of crisis for mobile Internet is just like the sense of crisis of traditional retailing industry to the Internet ten years ago. Tencent's internal data show that the flow and information of traditional QQ and Tencent news portals on PC are decreasing. Meanwhile, WeChat, mobile QQ and mobile Tencent clients are experiencing explosive growth.

By the end of last year, Tencent's Micro life has covered more than 40 cities nationwide with a total user volume of 80 million. Now, WeChat is relying on WeChat payment and a variety of built-in tools to build its own ecosystem. Under the "bank card" option, there are more and more contents. The two pieces of movie tickets and selected commodities have also been closely linked with the micro group buying and easy fast network.

However, micro life is not suitable for small stores. Ai Rui net "WeChat commercial value research report 2013" shows that the micro life membership card two charging modes are all above five digits, and there is no service package aiming at the difference of merchant scale. There is a view that after charging for the public accounts of enterprises, WeChat's ecosystem will become a "strong ecosystem" and smaller enterprises will be eliminated.