[Electricity Supplier Fast Review] Wanda Baidu Tencent To Do Business Pformation O2O Mode

The new electricity supplier company will integrate Wanda, Baidu and Tencent's existing resource layout line and offline. Wanda will play a leading role in the offline business district; Baidu will mainly contribute to big data, and its group buying website, glutinous rice network and Baidu map will also get through with the new e-commerce company; Tencent will promote the fortune Fortis payment tool.

Two. Related background

According to the recently released Chinese e-commerce market monitoring report 2014 (see: www.100ec.cn/zt/2010bgdz), China's Electronic Commerce Research Center (100EC.CN) recently revealed that as of the end of June 2014, China's B2C network retail market (including open platform and self sales, excluding brand electric business) ranked first in Tmall, accounting for 57.4% share; Jingdong ranked second, occupying 21.1% share; suning.com was third, accounting for 3.6% share.

The 4-10 ranking is: Gome online (3.3%), vip.com (1.9%), Amazon China (1.5%), Dangdang (1.2%), Tencent electricity supplier (0.8%), jumei.com (0.7%), 1 store (0.6%).

(two) typical O2O mode

(1) the "O2O mode" of Wanda Baidu Tencent.

Hand in hand Internet big guy enterprise, take the retail enterprise as the leading O2O mode, cooperate together, let O2O truly realize landing.

Such as Wanda Baidu Tencent will open up the account and membership system, create payment and Internet financial products, establish general integration alliance, big data integration, WiFi sharing, product integration, traffic introduction and other aspects of deep cooperation. At the same time, it will jointly build online and offline integrated account and membership system; explore innovative Internet financial products; establish general integration alliance and platform; at the same time, Wanda, Baidu, Tencent three parties will also establish big data alliance, to achieve the integration of advantageous resources and big data.

(2) "self operated O2O mode" of Suning and other traditional retail enterprises.

Traditional retail businesses such as Suning and Gome are using their offline stores, as well as online platforms, online and offline to integrate O2O pformation.

For example, in June 8, 2013 Suning realized the online and offline pricing of all products, which marked the overall operation of Suning O2O mode.

From Suning's point of view, the realization of "online and offline parity" helped Suning break the current situation of the real retail retailing in the pformation and development with its own e-commerce channel, and promoted the innovation and development of the retail industry.

Suning shop in O2O mode is no longer a store with only sales function. It is a new store integrating display, experience, logistics, after-sales service, leisure social interaction and market promotion. Cloud store will open free WIFI, implement electronic labels of all products, install multimedia electronic shelves, collect and analyze various consumer behaviors by Internet and Internet of things technology, and promote entity retail to enter the era of big data.

(3) Yintai + Ali's "tradition + electricity supplier O2O mode".

The cooperation between the traditional department store and the pure electricity business, the two sides make use of their own advantages to make up for the 1+1>2.

In 2013, double 11, Yintai all shopping malls participated in the Tmall 1111 shopping carnival, the first to try under the line selection, online payment of the consumption pattern.

In 2014, when Ali was invested in Yintai business group, the two sides launched all-round cooperation in the field of O2O.

(4) Jingdong's entry into O2O mode with convenience stores.

The convenience store operators have achieved the electricity supplier pformation through the cooperation with the electricity supplier in a short time, promoted the pformation and upgrading of the traditional retail industry, not only brought more convenience to consumers, but also achieved a win-win situation for the traditional retail enterprises and the electricity supplier industry, and also provided a practical way for the traditional enterprises to Internet.

Jingdong O2O fundamentally reformed the traditional retail stores.

Through the official website of the convenience store on the Jingdong platform, consumers can use LBS positioning to search for the nearest Storefront for shopping in all its stores, and because of the common storage system, convenience stores can expand the category on the Internet, establish online stores, fresh supermarkets, cold drinks stores, and many other formats, greatly enrich product categories, change the existing product structure, form a variety of sales models, and even in the future, develop a pre-sale mode, allowing businesses to purchase goods on demand and on-demand production, and ultimately achieve "zero inventory".

(three) layout of BAT in O2O field

With the rise of the mobile Internet, the major Internet giants began to aim at the line, hoping to pform traditional industries with Internet tools and infiltrate into restaurants, department stores, clothing, taxi and so on. BAT began to fight against O2O.

What weapons do they have and how they play chess?

Three, analysts

In view of Wanda Baidu Tencent cooperation, Mo Daiqing, director of network retail department of China Electronic Commerce Research Center, commented on the reasons, objectives, challenges and impacts.

(1) the reasons why Wanda Baidu Tencent joined hands

1, Wanda, Baidu, Tencent has repeatedly failed to make electricity providers, Baotuan electricity supplier layout 1+1+1>3

In December 2013, Wanda set up the Wan Hui network. In only one year, the executives of the Wanda electric power company frequently left. The initial team had been broken up and broken, and Wan Hui network failed.

Baidu has said that it will defeat Taobao in 3 years, but Baidu's e-commerce has finally become a dead letter.

Although Tencent has been involved in electricity providers for many years, its patting network and Yi Xun network are still sold to Jingdong due to unfavorable operation.

Wanda, Baidu, Tencent three failed to do business respectively, so that they are deeply aware of the importance of survival.

The establishment of the new electricity supplier company is precisely the layout of three companies planning 1+1+1>3.

2, the proportion of Ali's market share is large, so soon after listing, Wanda, Baidu and Tencent feel pressure.

At present, the market share of the electricity supplier is divided. Ali is the only one and Jingdong is close behind. Other electricity providers are unable to shake the market position of the two giants.

And Ali listed in September soon, so Wanda, Baidu, Tencent feel pressure.

The three giants gathered to build new business companies, to a large extent, to contain Ali, dampen its market valuation.

3, traditional enterprises are difficult to survive. Wanda wants to pform the electricity supplier to open up a new survival mode.

Internet era, Wanda only rely on the traditional offline mode, it is difficult to survive for a long time. With the Internet thinking pformation is the only way out.

In recent years, the traditional enterprise touches the net case, the Yintai business pformation B2C pattern, establishes the Yintai network, but it is difficult to obtain the result. Afterwards, Yintai business and Ali marriages, opens the line layout, pformation O2O pattern, has obtained certain achievement.

The failure of B2C pformation of Yintai business and the effect of O2O mode pformation have made Wanda a "lesson from the experience" in the choice of the network pformation mode.

(two) purpose of Wanda Baidu Tencent

1, Wanda Tencent Baidu electricity providers want to borrow O2O "bend overtaking"

C2C field Taobao is a hegemon, B2C market has Tmall, Jingdong, suning.com and other electricity providers, in these two areas, Wanda electricity providers do not have much advantage.

Therefore, Wanda abandoned these two models and praised the O2O mode.

Wanda has the advantages of capital and cable. Baidu Tencent has huge users, data and users.

This Wanda electricity supplier does not compete with ALI, and does not sell physical objects and services.

In particular, the O2O has just started, and the market has not yet formed the so-called "big guys". Therefore, the Wanda electricity supplier, which is entrusted with the dream of the three big companies, can give full play to the advantages of the three and achieve surpass by life service O2O.

2, the traditional line enterprises increasingly integrate into online O2O has become the focus of competition for e-commerce.

The cooperative Wanda electricity supplier plans to invest RMB 5 billion yuan in the first phase, with 70% stake in Wanda Group, and 15% stake in Baidu and Tencent.

From this point of view, we can see the determination of offline enterprises to integrate online. The Internet wave is gradually breaking the business model of traditional industries, from banks, funds to securities companies and other financial industries, and now the real estate industry is no exception.

In the future, there will be more and more cooperation between Internet companies and traditional enterprises, and the O2O era will come all the way.

3, there is no everlasting enemy but eternal interest.

Baidu and Tencent have tried O2O for many years, but they can not overstep Alibaba. Wanda's electricity supplier has not been improving in recent years. Ali's absolute strength has prompted Wanda, Baidu and Teng Tencent to come together. They are fighting against the common "enemy" Ali.

Also, the phrase "no permanent enemy, only eternal interests" is in store.

4, a single monopoly is not conducive to the development of the electricity market need to bloom.

The position of Ali in the field of electric business makes others unattainable, which, to a certain extent, forms the dependence of users and forms a monopoly in the market.

In the first half of 2014, Alibaba continued to rank first in the share of B2B e-commerce service revenue, with a market share of 40.5%.

Tmall ranked first in B2C retail market, accounting for 57.4% share.

Such a situation is not conducive to the healthy development of an industry. The electricity supplier market needs to bloom in order to explore more potential and usher in more users.

5, financial resources integration must be counterproductive against profits.

Qian Haili, assistant analyst at the China Electronic Commerce Research Center, said that Wang Jianlin had already set foot in finance, and the newly established financial business was supplemented by the cross-border integration of Wanda electricity providers now established. Relying on the Internet, it can break the regional restrictions and solve the dilemma that traditional finance needs to have deep financial implications. Therefore, to seize the online internet financial opportunities is a good opportunity for extending the antennae of Wanda finance.

The key to the O2O paction is mobile payment, while mobile payment is stuck to users. There is a need for payment scenarios. The lack of payment in WeChat Tencent and Baidu wallet is possible.