Ali Double Eleven Is Finally O2O.

Alibaba is under the joint line of many department stores, shopping centers, business super stores and hypermarkets. It plans to launch the O2O special store during the double eleven - "go shopping" -- further integrate resources on line and online, and participate fully.

At present, Tmall has launched a pre-sale around the brand, for the next eleven days of the volume of traffic turnover potential.

Judging from the past situation, many businesses have prepared the plan for the first half of the year, and stockpiling goods sprint double eleven.

However, how to use the O2O to participate in double eleven activities has never been able to catch up with the wind.

Last week, Tmall President Qiao Feng (Wang Yulei) said for the first time that Ali's O2O play is a combination of members' rights and interests.

This year there will be 16 cities including Yintai, 22 department stores and 300 stores will participate in the "double eleven". The main idea is "shopping mall is the most suitable O2O consumption scenario" concept, so that eating and drinking together with online shopping can not be missed.

The latest news is that Tmall will open a main venue called "go shopping" as a specific carrier, moving the above department stores and shopping center products online to form a double eleven important unit.

The specific strategy is that Alibaba will continue to play the role of traffic provider, and do a double eleven traffic business on the platform identity, and do not intervene in the actual operation. The department store will enter the Tmall venue as an entity.

For example, Yintai business, which won the investment of Ali, was linked to Tmall by its flagship store.

Wangfujing department store online store is also likely to move to Tmall.

"Tmall has realized that it is not feasible to simply absorb offline passengers into the online game. This year, they want to get through two links and play with them."

The source pointed out that although last year Tmall double eleven also resorted to the O2O kill trick, but there was no substantive breakthrough progress, more stay at the conceptual level, "this year, whether Alibaba or business, want to really do a vote, make a contribution, see the actual effect of cooperation."

According to the billion power network, last year, during the double eleven period, Tmall really did a lot of work in O2O, and put many online shopping malls and shopping centers in the online shopping mall, and connected with Alipay's two-dimensional code.

The joy city is more open and willing to make Tmall fitting room.

But these marketing methods did not stimulate the traditional retail industry. Instead, users were dragged to Tmall, resulting in the closure of offline customers.

There are many shopping malls around eleven times.

In addition, the home shopping mall represented by the red star, the United States, and even the home of the union, boycotted Tmall's double eleven, and once shook the industry.

Tmall's double eleven O2O landing is still in the air.

For this year's Secret O2O strategy, traditional retailers are not worried and worried.

One of the biggest strategic blind spots is the problem of repeat distribution on the line.

"If Tmall's double eleven categories of venues have been approached with brand dealers, now the merchandise in department stores will also be moved online. For brands, this is the same as competition."

A department store electricity supplier bluntly, for the two lines of parallel marketing strategy, Alibaba itself does not seem to fully want to know how to balance.

Not only businesses need to adjust their distribution strategy, but also to some extent.

Cause trouble.

It is reported that the strategy adopted by the brand is to connect Tmall with the official website, and export all the merchandise information, data and warehouses to the official website.

In this way, the official website becomes the command center for the online traffic allocation and resource scheduling of the retailer.

"We have relatively strong control over the brand, so no manufacturers will dispute at the moment, and the degree of docking with Tmall is better."

The above pointed out that at present, the two parts of self run and joint venture businesses will take part in the activities of "10 to 10" shopping.

Wangfujing Department Store aims to take out some of the exploded products to make online and offline synchronization, the main authorized light luxury brands, from the selection of products and crowd positioning, and Tmall other main venue brand differentiation.

As for those who have always been right

Department stores, which lack the ability to manage goods, may encounter different situations.

"Last year, the reason why the resistance of home stores is obvious is that they are afraid that businesses will take their own online pactions, resulting in" flying alone "under the line.

As the "two landlord", the last thing a traditional retailer would like to see is to sell the points to other people's bowls.

In this regard, Tmall in O2O's activity flow design, especially highlighted the line to line drainage.

For example, payment of Bao Bao red envelopes can be linked online and offline; for example, store gift cards and electronic membership cards are sent to Tmall flagship stores in department stores to encourage users to use them.

Another noteworthy point of view comes from shopping centres and the gradual sale of offline stores to food and entertainment department stores.

In the O2O plate dominated by beer and skittles, there is still a big market worthy of Tmall double eleven to pry and exploit.

First half of this year

With the help of the "3.8 quarter", a nationwide sales promotion was held for free meals, karaoke and movie watching. While pushing Taobao mobile App, O2O also ran through it.

According to businessmen, this year's double eleven, in addition to offline shopping, Taobao travel, Taobao movies, Amoy little and other parts will continue to penetrate.

"If low-priced shopping is already unable to impress users, a new round of experience consumption can be completed under the line, which may contribute to the goal of Tmall 50 billion."

Businessmen predict that the double eleven can be expected to have a limited increment. No matter mobile terminals or O2O are enough to allow "chicken blood" to continue, local consumption in combination with retail formats may make this year's double eleven different.