China's Retail O2O "Successful Case" Was Falsified

< p > < strong > < < a href= > http://www.91se91.com/news/index_c.asp > > successful case < /a > is not successful > /strong > /p >

"P," Wan Zhen, consulting CEO Lu Zhen Wang, said at micro-blog in July 21st. "The O2O system of the great publicity, such as Tianhong mall, bestseller group and Wanda, has disappeared. The O2O of the retail industry is a long way to go. No matter how large the retail system is, if it goes wrong, it can be imagined that no matter how much publicity it is, it is useless."

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< p > reporter noted that < a href= "http://www.91se91.com/news/index_c.asp" > Tianhong shopping mall < /a > the stock price began to rise from 8.52 yuan to 14.43 yuan per share in October 14th, reaching the highest level in 52 weeks since September 6, 2013.

At that time, the most favorable news for pulling up the stock price was "Tianhong mall is expected to become the first department store in the country to reach a strategic cooperation with WeChat".

But since then, the company's share price has gradually declined, hovering around 10 yuan.

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< p > then, Gong Wenxiang, a well-known business commentator, immediately added a knife and said: "indeed.

Last time, an executive of Tianhong went on a business trip with me, saying that their O2O sales volume was almost 0, but all the major platforms set them up as the most successful typical cases of China's retail O2O. They could not say that they were successful, but they failed to succeed, and misled countless O2O trial and error retailers.

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< p > reporter noted that Gong Wenxiang had made similar statements in May this year, but did not point out the name of Tianhong shopping center.

"The vice president of a big enterprise admits that their O2O, WeChat and other achievements are not as bad as they can be, but the outside world says they are good and have to admit it.

The whole industry is learning from them. False cases are harmful to people. "

He said.

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< p > "Tianhong shopping malls, fashionable dress and other enterprises are probably not willing to be labeled as trees."

Huang Yuanpu, a senior observer of the O2O industry and founder of the European network, told reporters that there is a conspiracy element in it. Tencent, Ali and other platforms to implement O2O strategy need to create successful cases to pry more customers, and the offline businesses can get a capital premium once they get ruthlessly hit by the Internet, and naturally they are willing to show their faces.

The two sides chimed in with each other and co directed the "success story".

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< p > < strong > falsified retail > a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > /strong > /p >

< p > the same story also appeared on Wangfujing.

Wangfujing announced in February 12th that it had signed a strategic cooperation framework agreement with Tencent Inc, and the two sides will carry out specific cooperation based on WeChat public platform business function and WeChat payment service.

The share price of Wangfujing rose from 16.20 yuan in February 7th to 22.19 yuan in February 17th, reaching the highest level this year. Then it entered the downstream channel, and hovered around 15 yuan.

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P, a retail brokerage analyst who declined to be named, told reporters that retail companies had not had high expectations of WeChat's cooperation from the beginning. However, O2O, like catalysts, can stimulate stock prices and provide retail companies with the opportunity to repair valuations.

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< p > but at the same time, he also pointed out that after the fire of WeChat, the O2O practice of retail enterprises was gradually falsified, and its performance was really poor, but it was not exaggerated to zero.

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< p > Huatai Securities latest research report also said that last year, WeChat's 5 "O2O" wind, so that offline retail channels can also access online, get online guided passenger flow, a hot autumn offensive swept over the last year's retail industry, but with this round of "draught" departure, Online Offline diversion vision has not been timely enough to get relevant data to cash in, the market valuation of physical retail enterprises to enhance the enthusiasm of the sharp decline, stock prices return to dull.

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< p > it is understood that the "micro life" platform, which was previously working with Tianhong mall and Wangfujing, has been snubbed by the Tencent because of the poor number of active merchants and active users. In June this year, the public comment network announced the integration of Tencent micro life membership card business and related teams.

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< p > reporter found that Tianhong mall website recently pushed the rainbow store APP, while traces of cooperation with "micro life" were rare.

In addition, Tianhong shopping center has recently begun to test the water community to facilitate "micro Oh", hoping to rely on the existing commodity supply chain and community retail operation experience, and build it into a line shopping ordering point of online business to form a O2O closed loop.

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< p > < strong > after two years, it is known that < /strong > /p >

< p > the O2O practice of retail industry is still in the stage of "Thunderstorm and heavy rain", and it will be truly recognized after two years.

Huang Yuanpu told reporters.

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P, for example, the O2O of the fashion fashion actually did a good job, but it was far from good.

"The amount of daily activity on a daily basis is only tens of orders. This year's target is sales of 10 million, which is insignificant compared with the huge sales volume under the line, and there is still suspicion that the brand members will be turned online."

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< p > it is understood that "micro shopping" is another brand of Tencent's O2O business. Its most concerned case is the cooperation with the four fashion brands of JACK&JONES, SelectED, ONLY and VERO MODA, which are developed by Tencent. WeChat's shopping mall system is developed by Tencent, which provides merchandise support and after-sales service, and realizes online and offline shopping experience.

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< p > Huang Yuanpu told reporters that O2O can not be fully measured by online sales. Its core meaning is the economy affected by the Internet.

For example, he said, UNIQLO is the representative of O2O, a clothing company. Its APP has 600 thousand users, and the 100 single pactions per day are not outstanding. However, UNIQLO can provide reference for site selection and rhythm control according to the geographic location and daily activity of APP users.

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