Barcode Payment Suspended To Hit Pond Fish Traditional Retail O2O Pformation Hit

< p > > since March 14th afternoon, the "a href=" http://www.91se91.com "central bank" /a "payment and settlement division confirmed the suspension of" virtual credit card "and" two-dimensional code payment business ", including famous retail enterprises such as Tianhong shopping mall, new world department store, Hongqi chain supermarket, etc., all of which announced that they stopped related payment businesses, while some of them, such as Yintai business, were in a wait-and-see state.

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< p > Red Flag chain manager Cao Cengjun told reporters, "I believe the central bank will solve related matters as soon as possible" - for the policy "stop", most of the retail businesses involved said they would "abide by the rules" and wait patiently.

"I think the central bank's policy is mainly because the Internet finance has moved the bank's" cake ".

"But the suppression of mobile payment will inevitably hinder the innovation of retail O2O mode," Lu Zhenwang, CEO consultant of Wan Qing, said.

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< p > < strong > differential impact < /strong > /p >

< p > how much is the impact of barcode payment on retail enterprises? < /p >

< p > in the 2013 annual performance briefing, the issue of "Rainbow Street" executives and < a href= "http://www.91se91.com/news/index_s.asp" > investment < /a > is a "narrow encounter".

"The payment itself will not have any impact on the existing retail business, but retail enterprises should actively consider the changes in the business mode formed by payment."

The executive said.

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< p > perhaps this has upset the deployment of rainbow in a way.

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< p > in fact, this enterprise has been doing well on the O2O road and has certain dependence on mobile payment: in early September 2013, Tianhong mall announced its cooperation with Tencent's Micro life to link the member system with it.

So far, the total number of its members has been close to 400 thousand, and the number of pactions on WeChat has been over 1000.

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< p > the red flag chain, which has stopped the bar code payment of 1480 stores, has similar answers to the problem of "affecting geometry".

"At present, the impact is not great. The only way to stop payment is to continue to operate as usual."

Cao Cengjun said the company announced cooperation with Alipay earlier this year.

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< p > "the suspension of bar code payment under the line, the short-term impact is the traditional retail enterprise which takes the front end online payment mode pformation, and has limited impact on the retail enterprises with backend single product management and service experience pformation."

Shenyang Wanguo retail industry analysts believe that for those who want to get "big data" through the "bar code payment" for the consumption of big data, for front-end precision marketing and the adjustment of the back-end commodities, the retail enterprises should be the most affected.

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< p >, in other words, the more enterprises that go further in the payment of changes, the greater the impact will be.

This differentiation is reflected in the traditional retail enterprises exploring O2O mode.

For example, Tianhong believes that "we should actively consider the changes in the business mode formed by the payment method", while the red flag does not have a similar statement. According to the relevant media, the staff of the red flag chain multiple outlets indicated that although the opening of the code payment has been conducted for about 2 months, the customers still used less.

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< p > < strong > mobile payment and O2O are offline retailers' pformation direction < /strong > /p >

< p > in Lu Zhenwang's view, the mobile Internet era and the O2O mode have changed the traditional retail business to take on more rents and personnel costs, and to compete with platform level rivals in terms of price and supply chain "short pulse length" - at least they have the opportunity to match users' demand for mobile phone shopping through "store specific professional services, experience and fast delivery".

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< p > but it is worth noticing that Lu Zhenwang believes that mobile payment plays a role in the "a competitiveness" of the retail business when the store becomes "href= http://www.91se91.com/news/index_s.asp".

"If the mobile payment is restricted, the online and offline businesses actually fail to get through.

Relying solely on the integration of online O2O mode without actual offline paction interaction, the future mode innovation will become very difficult.

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< p > Lu Zhenwang's judgment is that the limitation of mobile payment will split the integration of commodity flow and paction flow under the line -- "original paction, user and marketing can be placed in a set of systems".

In this case, the advantages of traditional retail stores can be played out.

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< p > this raises an interesting question: what is the position of mobile payment itself in the eyes of retail enterprises?

Observers in the industry have found that most traditional retail businesses are cooperating with Alipay and WeChat at the same time because "no one is willing to rely on Alibaba and Tencent any one" - the choice of channels is not bad.

"We always wanted to be the best O2O for red flag."

Cao Cengjun said that he was most interested in the pformation of enterprises themselves.

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< p > "no matter what, mobile payment and more interactive O2O are the direction of offline retail pformation."

Lu Zhenwang said he thought this was an irreversible trend - because there was no other way to go in traditional retail except O2O.

"I think that the traditional retail O2O business must shift from passive marketing to active a href=" http://www.91se91.com "> marketing < /a >, from standardized services to personalized services, from simple store sales to online and offline integrated integration sales.

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