Tmall VS Wanda: One Is Difficult To Land, One Is Difficult To Climb.

At present, the O2O mode is only a relatively vague business mode, and no successful enterprise has yet appeared. All enterprises are groping for it.

This model is most typical of Tmall.

With the huge online brand influence and the 35 billion 19 million yuan volume trading volume created by last year's "double 11", it began to reach the line and launch the O2O strategy.

Tmall's business model is that the online community franchisee pays Tmall 1980 yuan to buy online traffic resources, Tmall provides guidance for offline franchisees, and franchisees can provide self service for Tmall online shoppers.

After joining the formalities, the offline stores will be unified.

For example, a light box with "Tmall self promotion" or "Tmall franchisee".

At present, this model has been in Beijing, Shanghai, Dongguan, Jiaxing, Wuhan, Hangzhou and more than 20 cities, close to 3000 convenience stores, community property landing.

Because

The parcel occupies the valuable and valuable storefront management area and human resources. In order to compensate for its resource consumption, the franchisee will find ways to compensate.

Since 5 days, the franchisee can not charge the custodian fee to the online shopping crowd, it can only charge the express company.

But Tmall will not let the franchisees negotiate with the express companies separately, and negotiate with the express companies in the way of packing agents, then sell them to the franchisees at a step price.

Tmall's ability to negotiate with a courier company will be very strong if it brings resources from the franchisee.

Of course, the courier company will not play according to the game Tmall set up. They will compare themselves with the self built entity network goods terminal, such as self starting point, door-to-door, and so on, and balance the economic and political interests with the unified use of Tmall.

Tmall is powerless and impossible to force the express delivery company to put the physical network goods into the terminal community community where it is built.

Because the number of people arriving at the community store is directly influenced by the number of packages willing to put the package into the community store, it is possible that the number of packages arriving at the franchised stores is scarce every day, and the number of shops carrying packages is scarce. Moreover, the purpose of taking the package people is very clear, that is, to take the package instead of shopping, so it is very difficult or less to generate impulse or related shopping in the community store, and the rate of shops will hardly be converted to the actual shopping rate, let alone the unit price.

As physical net goods occupy the business area of franchised stores, franchisees will have to reduce rather than increase the number of SKU in the store. Then the choice of goods to consumers will be compressed, which will affect the actual purchase of consumers.

Tmall gives the offline community franchisee just a theoretical online traffic resource, rather than the actual store volume and store conversion rate, and occupying the franchise resources of the community franchisees. It requires the online shop to identify the logo of "Tmall self promotion" or "Tmall plus alliance shop". The Tmall not only does not pay for the storage and promotion, but also has to pay 1980 yuan for the community franchisee to buy the franchise.

In short, the key value of Tmall O2O mode lies in the introduction of online traffic into the line. The actual effect, like the above analysis, can not bring more economic benefits to the community stores, but helps Tmall to promote and advertise, and can not achieve a real win-win.

Such a O2O way will not last long.

The breakthrough of physical commodity community store O2O is in the optimization and efficiency improvement of manufacturers and first class wholesalers and dispersed community stores supply chain. At present, software companies have developed software to visualize the location of enterprises OA, ERP and CRM system and LBS community stores, and at the same time realize the integration of self marketing and distribution of goods with Taobao platform, Jingdong platform, self built mall and micro shop line. The integration of data integration, production and sales chain collaboration and application of Internet and e-commerce are the proper way for O2O.

Mode two: offline steering line

This model is most typical of Wanda.

Since Wang Jianlin, the company's leader, proposed that e-commerce will be the strategic decision for Wanda to face the pformation and upgrading of the Internet era, e-commerce has been identified as another pillar industry after the four pillar industries.

Wanda, which is eager to build the pillar industry in the electronic commerce, in addition to announcing 5 billion yuan capital, also excavated the elite talent of the electric business, and basically tried one of the current known e-commerce models.

First of all, in the early 2013, the online business platform, which was modeled on the B2C mode, was launched. However, the platform did not support the purchase of online physical products, but to a large extent it was only a shopping guide for Wanda Shang Chao and department stores.

Wanda is a commercial real estate developer who is not familiar with Shang Chao and department stores. Therefore, in the field of Shang Chao and general merchandise, Wanda's layout basically failed.

Data show that Wanda Department's revenue in 2013 only completed 91% of the adjusted plan, net profit increased by 7%.

This is the first time that Wanda has not completed its profit plan in history, and it is also the only company that has failed to fulfill its target.

It can be seen that Wan Hui net has not realized the task of promoting business performance and business flow.

Because positioning in B2C Wan Hui network is not a practical trading process, it is more like a O2O mode, taking advantage of the popularity of O2O. Wanda high profile announced that it will adopt more advanced O2O business mode than B2C.

In contrast to the traditional electricity supplier in the Internet, O2O and O2O based e-commerce providers emphasize more services besides goods. For Internet Co, the disadvantages of landing O2O platforms lie in the service capability of the lower end of the line. Because besides providing platform for B2C or C2C communication, the services based on B2C process are more critical. O2O providers provide more than just cold express, and the socialization of the Internet has been really integrated into the offline.

Based on Wanda's own advantages and resources, O2O is indeed the top choice of Wanda electricity supplier.

As the core solution of the O2O business model, Wang Jianlin, the business leader, proposed the latest card, that is, the card can be used in the consumption and purchase of Wanda Plaza, hotels and resorts, and there are also discounts, points, raffle and value-added services.

It seems that there is no difference between the discount card of any business group member.

The essence of the card is the identification of consumers' customers (for all levels of preferences or rebates) and payment. In the face of physical cards, the mobile terminal business and payment APP, represented by smart phones and wearable devices, is being successfully applied on a commercial scale. Membership cards such as product scorecard, bus card, city card, hospital card, campus card and so on are gradually being withdrawn from the market, especially when the payment of Alipay code, acoustic payment, shake payment, or even taller KungFu is a new payment method launched by APP in 2014.

By scanning authorization, the quota can be assigned to any physical value and paid in kind.

Whether it is convenient to carry, the security of payment or efficiency, the new customer identification and payment technology exceeds the one card.

This may indicate that Wang Jianlin, who has been running a physical enterprise, is really not familiar with the real business area.

The real O2O application is in the paction of non physical service goods, not in the physical commodity paction, because the electronic business platform's search and comparison efficiency, SKU, mechanism based integrity guarantee, logistics speed and so on, have made online shopping have the advantage that offline shopping can't compare to the advantages. Therefore, O2O focuses on non physical service commodity trading, which is the direction of Wanda O2O, which has the advantages of hotel, culture, entertainment, catering and other resources.

As of August this year, train ticket APP high-speed rail steward and eLong Travel Network announced formally reached a strategic cooperation: eLong Travel Network access to high-speed rail hotel management channel, commitment to open all domestic contract Hotel inventory, and give maximum support in terms of price concessions.

In recent years, the rapid expansion of domestic high-speed rail lines has made mobile train ticket booking another strategic traffic entrance of online travel market.

Data show that the high-speed rail housekeeper is the largest railway ticket APP in China, and the daily payment order has exceeded 100 thousand.

High frequency of user trips and mobile payment habits make high-speed rail housekeepers have good traffic value.

The cooperation between the two sides is very strong, and the cooperation between the two sides will surely achieve mutual benefit and win-win results.

In line with the logic of the daily life and behavior of consumers, such as eating, living, travelling, buying and buying, Wanda O2O should further strengthen the docking and integration of resources such as hotels, culture, entertainment, catering and other external resources, instead of writing articles on the integration of internal resources.

At the same time, in the display of non physical service products, using the most advanced Internet camera technology in Wanda property, enabling consumers to share dynamic images to friends mobile terminals or social networking sites in real time, the effect is far more than the past sharing methods by means of pictures and text as well as the real-time management and control of managers on the service scene.

The Internet is just a tool. Only by fully understanding and applying it, will it bring tangible results to the enterprise, not just make O2O a false slogan or little real value.