Tmall Can't Do O2O.

Tmall can not do O2O, in fact, nothing much, because its current pure online e-commerce development mode has strong vitality, and also has great room for development. Moreover, Tmall also has to face the reality of the pattern gene. It does not insist on O2O. It is also a good method to do the B2C now.

Can't O2O not O2O, why compelled?!

For Tmall (and other future Jingdong and other pure online providers), in fact, the challenge of O2O may not be O2O, but from O2O business side attack.

This is the contest between two different modes of Electronic Commerce: competition between pure online providers and O2O providers.

The main advantage of O2O is the experience service system under the line. This is definitely a competitive advantage for commodity categories that require offline experience and service. Of course, this line of experience service system should be optimized, that is, in terms of cost and efficiency, it can be more competitive than the pure online electricity supplier.

From an evolutionary point of view, O2O business is better than pure online e-commerce.

First of all, the first strategic element of attack from O2O business platform is single category attack, and the category is definitely not Tmall's drainage category. In this way, the O2O business platform will be able to rise suddenly in the battle of traffic and win the huge Tmall. Here is a basic logic: when O2O electric providers use side attack methods to attack Tmall's non drainage category, Tmall generally does not face a positive challenge, because it has to go all out to deal with the positive attack from other pure online providers. This gives the side attack O2O electronic business platform an opportunity.

As for the O2O home decoration Festival launched by Tmall, the home is a non drainage category. Because of the low consumption frequency, household products are difficult to become a drainage category of the whole commodity store. At this point, if Qijia network launched a promotional offensive in the household category, Tmall will face a small chance of confrontation. Because if Tmall concentrates its marketing resources on home products, other online stores will take the opportunity to attack from the front and compete for Tmall's traffic with the promotion of drainage products.

Secondly, another strategic element of this category O2O side attack is effective isolation. If competition is just on line, when consumers buy your promotional products, you can still go back to Tmall to continue to buy other related products, so sales promotion after drainage can not be guaranteed. But O2O e-commerce platform transactions are often implemented online. When consumers are pulled down, the effective isolation of consumers is achieved.

Qijia network's O2O strategy is online drainage, and then to offline offline Internet stores to experience and buy. When consumers are effectively drained to offline Internet stores, a series of on-site promotions can keep consumers firmly on the line.

Third, category It should be suitable for deep sales promotion. To attack effectively, promotions must be deep and must have the courage to spit blood and jump the floor. But deep sales promotion must have enough sales to protect it. One of the biggest characteristics of household consumption is that consumers need to buy more than ten sub products at a time to meet the needs of home decoration. This creates conditions for deep sales promotion.

Qijia net's offline Internet stores. Sales promotion Generally, there are nearly 100 brands of household products, which cover various sub categories of home furnishing needs. Therefore, when the consumers are attracted to the Internet stores under Qijia's Internet, they usually buy products of many sub categories. This is determined by the purchase characteristics of home industry and the O2O mode of Qijia network.

The higher the unit price, the more room for promotion. The joint promotion of online shopping centers is difficult to achieve efficiency because of the lack of online shopping atmosphere.

　　 O2O The strategy of Tmall's side attack is to launch a deep marketing attack on Tmall's non drainage category by using the advantage of offline brand experience service system, and to achieve effective separation of users by offline system. For such an offensive strategy, Tmall does not seem to have a very good defensive strategy.

Frankly speaking, the above analysis is based on the vision that we can do at present. It may have great limitations. In the future, the development of home electrical business may have more changes, making this O2O competition more complex and exciting for the pure online business. But with the development of O2O e-commerce platform, Tmall will face more and more challenges of O2O business.

So, how should Tmall respond to this challenge from O2O business?