Traditional Department Stores Get Together To Test Water O2O Electricity Supplier For Retail Faction War Opens

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201403/03/20140303085127_sj.JPG "/" < < > >

< p > February 25th, < a href= "http://www.91se91.com/" > Hua Lian < /a > issued a notice that Alibaba will provide enterprise O2O business for the company and its subsidiaries, and gradually cooperate with the company in terms of traffic, marketing, membership, data and payment.

< /p >

< p > the next day, the a href= "http://www.91se91.com/" > Alibaba < /a > group's high-profile announcement announced the launch of the "mobile Taobao 3.8 Life Festival" to jointly launch five major retail department stores, including Yintai, Yuehua City, new world, Hualian, Wangfujing and so on, and open up the retail consumption path of mobile phones, electric brain and offline, and jointly explore new mobile and electricity consumption mode.

< /p >

< p > with the upgrading of the two mobile payment platforms represented by Tencent's < a href= "http://www.91se91.com/" > WeChat paying less than /a > and Alibaba's Alipay, a battle that was originally only in the field of e-commerce has spread to retail entities.

The department store is looking for cooperation in O2O, which is bound to face the choice of Ali and Tencent.

< /p >

< p > at present, Alibaba is holding hands with Yintai business, Hualian stock (New World Department Store China, Wangfujing), and the Wanda Department Store led by the richest man, Wang Jianlin, is also in talks with Alibaba.

< /p >

< p > and the Tencent side has also finalized the strategic cooperation in the O2O field with domestic front-line entity retailers such as New World Department Store China, Wangfujing and Tianhong mall.

< /p >

< p > from the simple competition of zero sum game to the concurrence of the 020 fields, what kind of abacus is the retail department store and the Internet gangs? What kind of change will it bring to the retail industry today? What is the change of the O2O mode? What is the change to the retail industry? < /p >

< p > strong > 1, retail faction: business mode digitization < /strong > /p >

The final goal of the payment link of < p > O2O is to "change the life of the traditional bank POS machine".

Ma Yun once said in the Alibaba that Alibaba and Tencent group O2O are always competing, but they are partners.

The competition between the two will rapidly spread mobile payment, and mobile payment will largely replace the POS system of offline banking, which is the real impact of this trend.

< /p >

< p > < strong > traditional department stores hand in hand electricity supplier < /strong > /p >

< p > like the cloud computing of IT industry a few years ago, the 020 concept entered the view of people almost overnight.

In the past two years, the heads of major department stores in the retail industry are "020 words".

< /p >

< p > the so-called O2O is the English abbreviation of Online To Offline, specifically referring to the combination of offline business opportunities and the Internet, making the Internet a new mode of "sales + logistics" under the offline trading foreground.

The marketing pformation model, originating in the US internet, is also promoted by several of the most influential Internet Co in China. The Alibaba group in East China and the Tencent group in Southern China are the two most active participants.

< /p >

< p > October 2013, the Yintai business group, one of the largest retail enterprises in the mainland, and Alibaba's Tmall announced a strategic cooperation to explore the development of online retail online and offline integration.

In addition to upgrading Yintai's own online store on Tmall platform, the relevant resources of 35 intime entity stores under the group line will also be used for the first time in Tmall's "double eleven" shopping activities, which is also the most famous and deep cooperation between the traditional department stores and Internet companies in the past year.

< /p >

< p > according to the news obtained by the twenty-first Century economic news reporter from New World department store, the 020 mode of "double eleven" Alibaba and Yintai's first comprehensive water test last year will be launched on a larger scale this year.

It is expected that shortly after the launch, the new world department store will launch corresponding activity rules as a partner of Alibaba.

< /p >

"The company is working with Tencent and Alibaba at the same time, and the cooperation with Tencent on WeChat's O2O cooperation is exclusive," said Gu Chao, director of marketing and director of O2O business at New World department store and director of O2O business in P.

In the first half of this year, the two sides will conduct large-scale testing and Analysis on the frontiers of sales, such as payment system and membership card.

< /p >

< p > because O2O sales need to be optimized through a series of links such as presentation of commodity information, pre sale distribution, payment in sales, after sale logistics and distribution, and so on, the convergence of different links relies mainly on digital intelligent terminals, so the requirements for process design and testing are also very strict.

New world department stores revealed that the two sides only spent 9 months on developing O2O cooperation.

< /p >

< p > in the shopping mall where O2O sales are optimized in Yintai and new world department stores, the wireless network coverage is better, so that consumers can query and place orders through intelligent mobile terminals such as mobile phones.

< /p >

< p > besides the hardware facilities, the design optimization of software system is the top priority of cooperative exploration.

< /p >

< p > it is reported that the content of cooperation between new world department store and Tencent WeChat covers almost all the contents of the major department stores in the O2O field at present.

Among them, membership card information collection, prepaid card fund management, payment of goods and distribution of products are the four main concerns.

< /p >

< p > < strong > payment mode has impact on existing formats < /strong > < /p >.

< p > according to the reporter, at this stage, the department stores of the big test O2O have basically completed the work of getting the product payment and membership card information system through.

< /p >

< p > another big retail company listed in the O2O program of Tianhong Department store has seven major extension functions, among which the most essential breakthrough is membership card informatization.

It is reported that consumers can get WeChat membership cards by paying attention to the corresponding micro signals, thereby enjoying the privilege of membership.

The existing entity card members can realize member binding through the WeChat client, and connect the membership card with the online membership card.

Not only that, customers can show members' privileges such as discounts, points and so on when they show WeChat membership cards in the process of consumption. They can also inquire about additional services such as integral points, consumer information reminders and so on.

< /p >

< p > however, the process of software design, optimization and updating is not accomplished overnight. The complexity of the membership card backstage system lies in the integral management of consumers.

In particular, for the new world department store and other companies that try to pre sell card system, the security management of account funds has set strict requirements for O2O service provider Tencent.

< /p >

< p > Gu Zhaozhi told the twenty-first Century economic news reporter that prepaid cards in the O2O field are divided into personal prepaid and gift prepaid. The former is equivalent to users who first use their accounts to save money. The latter is similar to the current "OK shopping card", which is recharged in the virtual cell phone space, freeing the original prepayment method which is relatively fixed.

< /p >

< p > "now the mode of payment by mobile phone can be done anytime, anywhere.

Since mobile phones and accounts are real name binding, they are more convenient and easier to control in terms of remittance and amount than physical shopping cards.

Gu Chi emphasized that "in overseas mature markets, personal prepaid cards are very common, and the market has maintained three digit growth for many years. We believe that this trend will also appear in the Chinese market."

< /p >

< p > with the WeChat version 5 embedded in WeChat payment, Tencent Inc expands the O2O business with WeChat payment as the core in the major business areas.

Retail stores with large volume and wide user base have become the focus of cooperation.

< /p >

< p > taking the new world department store as an example, the company's large-scale testing for WeChat payment has been officially opened in more than 40 stores in more than 20 cities nationwide, and the data analysis and background improvement work is being carried out in real time.

< /p >

< p > "when WeChat payment has just been launched, many people fail to make money.

But for Tencent, there must be a platform for testing to know whether the key function of O2O consumption can be truly realized.

It is also based on this that the new world store is willing to open its own stores and backstage systems to Tencent.

Gu Zhaozhi told reporters.

< /p >

< p > strong > two, the electricity supplier: seeking the cost "soft landing" < /strong > /p >

< p > in this wave of O2O, e-commerce companies often play a new role of persuasive, and promote the concept of O2O to the "traditional" retail department of "elderly".

In the industry view, the power of Internet giants to push O2O is mainly from the consideration of logistics cost allocation after its sales landing.

< /p >

< p > < strong > narrowing the cost difference < /strong > /p >

"P", the same business as Zhejiang merchants, and Alibaba have found opportunities for cooperation in logistics.

< /p >

< p > in late January 2013, Alibaba group announced that the joint venture of industry, capital and some financial institutions to build intelligent logistics backbone network CSN (known as the "ground net" inside), Shen Guojun, chairman of Yintai group, took the post of CEO.

The move is also seen as the two companies intending to expand the O2O, preparing for the possible bottlenecks in the future distribution of e-commerce.

< /p >

< p > "to do e-commerce, we can not do without the development of the intelligent logistics system.

Nowadays, there are many problems in the logistics industry in China, and if this situation is difficult, it will be difficult to support such a large capacity sale in the future.

Shen Guojun told reporters on twenty-first Century economic report.

< /p >

< p > Logistics strength is not built in a day, and the accessibility of logistics distribution in O2O links is particularly critical.

Over the past one or two years, the largest retail groups including Suning, Jingdong, Tencent and Alibaba have expanded their logistics and storage centers with huge investment.

< /p >

< p > last August, Tencent electric power holding company announced that its Southern China e-commerce operation headquarters project officially laid the foundation.

The total investment of this project is more than 1 billion yuan, and the main body of the project is to build Tencent's Southern China regional logistics center with a storage area of 200 thousand square meters.

Alibaba has also shown no signs of weakness. Foreign media reported that Alibaba group plans to invest $16 billion in logistics and related support areas before 2020, in an attempt to revolutionize China's retail industry.

< /p >

< p > "at present, the major e-commerce platforms are beginning to compete in logistics speed. The services sent on the same day and the next day are also trying to attract consumers, while also greatly testing the capacity of logistics warehousing centers, and such inputs will gradually be pferred to consumers."

< /p >

"P," Chen Xucun, assistant director and director of New World Department China, told reporters: "the price difference between online shopping and physical consumption is likely to shrink in the future because of the increase in the distribution cost of the electricity supplier. If the electricity provider fails to change, the competitiveness of the COO will be greatly discounted."

< /p >

< p > he stressed that the future cost of operation will be expected to be smaller and smaller. In turn, it is necessary to test which camp's service is better, which is the advantage of retail for many years.

"Managers of Internet companies are increasingly worried that they are eager to put their businesses on a real platform."

< /p >

< p > < strong > team building alliance < /strong > /p >

On the basis of the above reasons, O2O's rapid rise in China has been met with the prerequisites of P. The traditional retailers and e-commerce leaders have completed their alliance teams in a very short time.

Among them, the two major O2O technology leaders -- Tencent and Alibaba -- have high hopes for this.

< /p >

< p > Alibaba group O2O brand leader has said without any doubt that O2O is the most critical strategy in the next 35 years. In the Alibaba group, it is the first year of China O2O in 2014.

Since the group launched the project in 2013, Alibaba has formally changed its strategic focus from electronic commerce to electronic commerce. Eleven

< /p >

< p > "we will have nearly five thousand brands this year to enter the whole Alibaba O2O strategy, and basically have reached an agreement.

All companies with more than 1 billion sales and more than 100 stores are under our consideration. All of these companies' offline store pformation is our core.

The person in charge said.

< /p >

< p > the strength of the two big partners is equal. In the face of the invitation, the management of the local retail department is carrying out the final consideration before the queue up, nor does it exclude the example of cooperation with both sides, such as Wangfujing department store and new world department store.

< /p >

Wang Jianlin, director of Wanda Department store, said that cooperation between Wanda Department store and Alibaba is still under discussion, and is still in the contrast stage between Tencent and Alibaba P.

"We must choose a cooperation, but we do not rule out that we can do it all by ourselves."

< /p >

By contrast, the top-level design of the Tencent side seems to have gained more industry support. P

Analysys International Analysis of the Internet think-tank said: "compared to the template mall of Taobao and Tmall, the offline retail businesses such as Tianhong," a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" and so on, have worked together with the Tencent team to customize the micro mall, helping traditional enterprises to operate consumers, and improving them in attracting online traffic, wireless stores and visual inventory.

< /p >

< p > strong > three, who is the real winner of O2O? < /strong > /p >

"P", while participating in every aspect of the sale of electricity providers and the traditional retail two party, in the interest balance game, has not given up mutual restraint.

< /p >

< p > there is still no profit distribution system < /p >.

< p > Ma Yun and Wang Jianlin's "electricity supplier VS traditional retail" gambling game has always been praised for outsiders. Eventually, the two sides turned to O2O's way of competition and competition.

In fact, the traditional retail industry has always been thinking about the business of electric business, but it has been suffering from the appropriate entry point.

< /p >

< p > twenty-first Century economic news reporter found that in the fifteenth China chain industry conference held in November last year, the pformation mode of retail industry in the Internet era is becoming a hot topic for all retail groups.

The managers, including Wu merchants, Wangfujing department stores and the first businessmen, expressed their intention to try the O2O concept, but the attitude was more inclined to be cautious and optimistic.

< /p >

In the first half of 2013, the size of the retail market in China was 754 billion 200 million yuan, up 47.3% from the same year in the first half of 2013.

Transaction scale accounts for 6.8% of the total retail sales of social consumer goods, online shopping has become an important channel to stimulate consumption.

< /p >

< p > a big important interface of O2O shopping -- the usage of two-dimensional code has been increasing rapidly in the past two years. Only in March 2013, the area code size of Chinese two-dimensional code has reached 25 million 740 thousand times, and the scanning volume has reached 9 million 80 thousand times.

< /p >

< p > however, although the prospect is exciting, due to the fact that there is no mature case in the field of O2O between the local retail enterprises and Internet companies, there is no reference for the standard setting of all links.

< /p >

< p > several cooperation has already been achieved, and there have been online and offline co prices, which have led to supplier boycott, and the entity store has been accused of becoming an electric fitting room. Even in the O2O project of two well-known enterprises, there was an embarrassing situation in the process of delivery and delivery of goods in the physical store.

< /p >

"P >" O2O has been developing in China for three years, but so far, there is no particularly successful template to promote. Apart from the fact that the retail technology of mobile e-commerce has not yet matured, another very important reason is that the profit distribution system of the whole industry is not yet consistent.

And this is the most troublesome and crucial thing in the whole O2O growth. Redefining the profit system of the whole brand is the premise and core of O2O development.

The foregoing Alibaba O2O business leader to the twenty-first Century economic report reporter said.

< /p >

< p > < strong > who is more dependent on O2O? < /strong > /p >

< p > although the new "electricity supplier" is important for large traditional retail groups, it seems that in many retailers, the traditional retailers' dependence on O2O is basically less than that of Internet companies.

< /p >

< p > a case that traditional retail enterprises love to talk about comes from the O2O electric business department mode of the famous brand of cashmere products in Ordos, which can reflect the counteraction of traditional retailers in the O2O cooperation to technology providers to a certain extent.

< /p >

< p > according to the reporter, Ordos company's e-commerce channel authority does not involve the control and distribution of goods.

In cooperation with Taobao Juhuasuan of Alibaba, it has wrapped up a brand group. After obtaining Juhuasuan's guidance traffic, it distribus the traffic to different line next level brands, and it itself assumes the function of coordinating and supervising the sale of goods under the line.

In this way, sales leadership is still controlled in the hands of traditional retailers.

< /p >

< p > "large retail enterprises can keep consumers in the physical stores for a reasonable price range because of their long-term and reliable supplier relationship."

In ancient view, the O2O mode can push down the price of the company and make it more pparent and reasonable. In the long run, it will help to extrude the high volume of moisture in the sale price of the entity store, so as to bring real benefits to consumers.

From this point of view, O2O is not only a new way, but also a icing on the cake.

< /p >

< p > "O2O" does not mean that the same price should be paid online and offline. The price pparency is not equal to the price war. The so-called reasonable and pparent price should be slightly higher than the price of the electricity supplier.

Physical store sales still maintain the advantages that e-commerce can not replace in value-added services and product reputation. These services will be passed on to the slightly higher price segment, but this part will be controlled within reasonable limits.

< /p >

< p > Gu Zhaozhi stressed to the twenty-first Century economic report reporter: "this is just like Taobao, Jingdong and other electronic business platforms. The best seller is not necessarily the cheapest commodity, but the highest price."

< /p >

< p > < /p >.