Wechat Business Puzzled, Do O2O Or Platform?

China

There are three waves of development since then. First of all, the B2B oriented e-commerce mode provides opportunities for small and medium-sized manufacturing enterprises to catch the net.

Subsequently, C2C, B2C, C2B and other online retail e-commerce mode appeared, providing the traditional retail enterprises with opportunities to touch the net.

With the increasing market of the Internet, the retail service on the Internet is called B2C independently, that is, our consumer oriented e-commerce. Over the past 10 years, e-commerce has been developing rapidly in commodity shopping. Taobao, Jingdong and so on have produced similar online retail formats.

O2O is generated in the development of e-commerce mode to a certain stage.

At the beginning, the original intention was to combine online information, shopping and offline user experience. Today, with the payment of mobile terminals and the increasingly convenient channels, O2O has become another mainstream trading mode.

What is?

Why? Why does O2O have such a huge demand? How can online to offline service be connected through standardized processes? Perhaps for O2O, its vitality lies in some shortcomings of the pure e-commerce mode: the mode of YISHION's electricity supplier can not replace all consumption and payment activities, and there are always such a small part of commodities or trade, which is not suitable for the completion of pactions with the mode of electricity supplier, or the completion of pactions under offline pactions will be more reliable.

The emphasis of O2O is on the offline service under the line, and with the online service as the trigger point of the business, a pre marketing and paving is completed through the way of online. Although the payment process can also be completed online, the ultimate goal is the entity consumption and experience under the line. At this particular location, at a specific time, the specific content of the offline consumer content is mainly based on the offline service and experience. It also determines that O2O is more important than the offline resources.

The mode of the electronic business platform is different. A platform is set up, the flow is introduced, and the shopping and order processing are completed online. The use and experience of goods do not have the characteristics of specific regions and time, and often have great randomness.

Online ordering products are also more standardized, more popular, and less demanding for offline use and value experience, such as electronic products, food, books and so on.

Here, we can sum up the difference between the O2O mode and the electricity supplier mode.

1, O2O focuses more on service consumption, while the e-commerce mode focuses more on online shopping and standardized online shortcuts.

2, O2O services are mainly based on specific time and area, that is, on-site consumption and experience culture; and the consumption and experience of e-commerce are often done on the Internet. Users are mainly in offices or homes, which involves a logistics factor.

3, the concept of "inventory" in O2O is offline service, and the inventory of e-commerce platform is commodity.

Clarifying the difference between O2O and the electricity supplier mode, we can understand that the commodities in the society are mainly divided into two categories, one is the service products mainly based on the life experience, the other is the functional type oriented application commodities, the former is suitable for the O2O mode, and the latter is suitable for the electric business model.

From the beginning of WeChat's own vision, the mode of expanding the electronic business platform has always been one of its dreams. The main vision is to see Ali's electricity supplier create a myth in the field of electricity business through the business mode of the big platform. The stable platform revenue does not involve in the distribution of specific commercial products and the distribution of background logistics, and attracts professional businesses through professional platform services, and draws up logistics companies to provide perfect services.

Under the impulse of interest, Tencent and Jingdong have starred in the most recent integration case in the domestic electricity business community, that is, integrating the whole fast and easy network into Jingdong, together with the pat net, QQ online shopping and so on, to exchange for 20% of the shares after the listing, and then promise to provide WeChat based online traffic entrance, which is to graft the electronic business platform based on the WeChat's users and platforms. It seems to be "Zhou Yu's plan to secure the world". On the one hand, the pC side's e-commerce business is thrown to the side. On the one hand, it concentrates on the construction of WeChat's electricity supplier, enters into the development of its own WeChat business ecosystem, and sets up a big business platform; retiring can rely on 20% of the shares and enjoy the proceeds. It is precisely because of this, with the huge base customer base of WeChat now, the monthly active users are about 4-5 billion, which can graft huge consumer traffic for the electricity supplier.

However, in the face of huge interests, the mode of WeChat electricity supplier is difficult to produce in the short term, and it is difficult to produce greater effect. There are two main factors:

1, although we have grasped the trend of mobile electricity providers, there seems to be no iron hand relationship between Tencent and Jingdong in terms of resource introduction. Perhaps only relying on 20% stake relations is difficult to maintain the two businesses' conflicts in business cooperation.

First, although Jingdong has the right to import traffic from Tencent WeChat platform, this right is not exclusive, that is to say, other electronic business platforms can also be imported.

Second, from the perspective of practice, the level of WeChat's first level entry from Jingdong during the 618 period is not as satisfactory as expected.

If WeChat does not try to catch up with users in the future to form the habit of shopping in WeChat, there will be no more traffic.

Moreover, Jingdong's front foot has just opened an entry to Jingdong, and the back foot will follow closely to make its own WeChat electricity supplier mode.

2, WeChat, on the one hand, is considering the establishment of an electronic business platform. On the one hand, it is considering how to get involved in O2O business. From the 5.4 version released by WeChat, the search function is launched from information flow. WeChat should be built as the middle page of information. If we can embed more offline businesses and consumption resources, a simple O2O mode will also emerge.

More importantly, in June, the news of Tencent's contribution of 736 million US dollars to subscribe for 19.9% shares of 58 cities was officially announced. The domestic domestic service market (classified information) fever has been activated again.

This shareholding logic and Jingdong share the same way, give up their own expertise areas, to provide the existing resources, get shares, and then provide WeChat's first level interface. If we get 20% of Jingdong shares, WeChat intends to do a big business platform mode, then get 58 city 19.9% is interested in opening O2O mode?

Moreover, Tencent has been racing along the O2O layout.

1 billion 500 million Hong Kong dollars were invested in Hua Nan City, hundreds of millions of dollars were invested in public comment, $180 million was invested in happy housing, 500 million yuan invested in the same network, 1 billion 170 million yuan in the stock market, and in addition to the 58 cities, Tencent's investment pactions in half a year were already around 10 billion yuan.

Hesitating, how to choose?

The investment in the O2O industry is so large that it has to be questioned how it can coordinate the interests between the WeChat electric business model of the self operated platform and the O2O mode with such a wide layout.

As mentioned above, there is a certain difference between the habits of O2O mode and business mode customer group and merchant, and Tencent's current train of thought is probably to fully overdraw all WeChat users' traffic, regardless of whether you are a O2O or a big business mode. The big WeChat platform can eat it. I don't know if this is the wishful thinking of Tencent or an unrealistic ideal.

With such a large flow of high viscosity platform, WeChat is in the forefront in the era of mobile e-commerce and consumption. However, the advantages of mobile terminals are still needed to be pformed into concrete business effects. It is also a hidden factor that WeChat is currently hovering between O2O and the electricity supplier mode, which is always difficult to make decisions.

Whether it is opening the electricity supplier level interface, or self WeChat electric business, or the introduction of resources under the O2O line, WeChat seems cautious, perhaps this is the direct consequence of unclear direction.

I'm afraid WeChat is really confused. Do you want to be a good O2O player, or do you want to make a big business platform, or do you have two? I'm afraid there's not much time left.