How Long Is The Future Of The Electricity Supplier?

Taobao, a once hot Taobao, has been attacking the physical store, but now it is being overturned by O2O.

Is this surprising?

Today, if you travel through the prosperous business circle of China, you will find a bleak sight: Chenxi department store has closed down Fuli Plaza, China World Trade Center store and Gemini building shop. Now, the last Oriental Plaza store has also withdrawn from the Oriental new world. Now, look at the e world of Zhongguancun, the once bustling shopping mall has now become an empty city. Guangzhou, known as China's Millennium commercial city, is also experiencing serious closures, and more than half of China's most prosperous Yangtze River Delta shops have closed down, and Yiwu myth has become history.

Even though the major brands began to break their arms, last year, the first brand of Boston, the first Chinese brand of Boston, reduced from 8216 stores to 3436 stores in a short period of six months, closing 4780 stores, closing 19 stores on average, and others such as Lining, Anta, PEAK, XTEP and so on.

The low price electricity supplier has seriously hit the offline stores. With the gradual becoming younger of the shopping crowd, they are becoming more and more accustomed to online shopping. But are businesses really moving successfully from the offline entity to the online shop?

So, for businessmen, where is the way out? Is it to continue to operate offline stores or engage in e-commerce? The rise of O2O has brought new hope to the traditional offline businesses, and a O2O campaign to subvert Taobao, Tmall and Jingdong has also been opened up.

Self built mode of brand manufacturers -- collective backwash of garment manufacturers

For the traditional clothing and other brand manufacturers, the electricity providers have greatly exploited their profit sources, which can be said to be the pain they can not reveal. How to fight back to the electronic business with the help of O2O has become the collective appeal of the brand manufacturers.

On the one hand, they began to build their own online mall instead of relying solely on Tmall and Jingdong. On the other hand, they combined WeChat public numbers with their offline outlets to build an integrated O2O.

From the brand point of view, the traditional brand manufacturers, after many years of brand operation, have accumulated a group of loyal fans. These fans will be loyal users wherever they go.

The rise of the electricity supplier has also created a large number of counterfeit rampant, which is very serious damage to the image of the manufacturer brand, and the establishment of its own online channels can re stabilize its brand advantage.

From an interactive point of view, consumers can also conduct online brand interaction through online shopping, which is helpful for narrowing the relationship between brands and consumers.

In particular, placing some more humane designs under the factory's offline outlets can serve as a way to impress consumers and enhance the brand's impression in the minds of consumers.

In addition, at present, many brand manufacturers will give their own fate to the electronic business platform to control, so it is easy to be controlled by the platform. The platform says that the price will have to sell with tears, and finally the money will make the platform go away, but it will be a mess.

At the same time, manufacturers build their own online full channel platform, which will help control the whole process and get rid of the excessive dependence on platforms such as Tmall and Jingdong.

Of course, self built platform also means that manufacturers need to pay more and face more difficulties.

Second, self built e-commerce platform, there will be a problem, the platform to be bigger and stronger is very difficult.

Because the platform has only one platform commodity and no other category, for consumers, they may wish to have more choices for online purchase, which can be contrasted.

It's like shopping. Why do we need a street instead of a single clothing store? We hope to provide consumers with more choices.

Third, it is very difficult to build a platform to solve the problem of traffic entry. Today, Taobao, Tmall and Jingdong have formed absolute advantages in China's electricity suppliers. They occupy more than 90% of online shopping groups in China.

Once the traffic flow is insufficient, the platform may be just a display, and it is difficult to form an effective combination with offline.

O2O Big Mac platform mode - micro refers to carrying 20 million businesses sounding the charge.

In the past, Ren Chunlei, who had been so powerful, carried a more frightening weapon and threatened to unite all the businesses in the country to make a digital revolution.

After the failure of the founding of the group, Ren Chun Lei built nearly more than 300 years in 3 cities, 20 million merchants, and a O2O of more than 2 billion.

Trading platform.

In the past 3 years, almost no one knows the micro finger until recently its sudden appearance shows Ren Chunlei's ambition.

Compared with the O2O platform built by brand manufacturers, the micro refers to a more deterrent to the electricity supplier, which has a strong tendency to subvert Taobao.

From a consumer's point of view, if the consumer wants to buy goods near the home, consumers can go directly to the line to experience the goods and avoid buying fake or defective products.

Even through online purchase, from the point of view of logistics distribution, offline stores can deliver goods directly to the nearby buyers, which can be shipped directly from the store, which is much faster than Taobao, and it also saves logistics costs.

From the platform itself, Ren Chunlei, the founder of micro finger, has several entrepreneurial experiences. His team can get through more than 300 cities in the country in 2 years and 20 million of its merchant resources, which shows the huge team strength under the platform.

Having a large offline team is a powerful support for future O2O expansion and new business supplement for every city.

If we want to completely subvert Taobao, the first thing we need to face is the price problem. We should know that today's consumers are accustomed to buying cheap goods online, though cheap goods are not necessarily good products.

But people often have a psychological: like to greet small cheap.

The "no return commission, no account period, zero cost" guarantee the business profits and make it have more price downlink space. Therefore, if the micro finger combination of all merchants and the electronic business platform for price war PK, is a congenital condition and advantage, it is possible to hit it off, but it is still possible to fall into the low price vicious circle on the platform of its own when it breaks down the electricity supplier, it is still a risk.

Another problem that the micro finger needs to face is the store's cost. The biggest difference between the entity store and the Taobao store is that the entity store has the explicit cost of the store rent, water and electricity charges, while the Taobao store has more hidden costs, and the hidden cost can be, but the explicit cost must be paid.

If the offline stores do not have a business source, it means a loss for businesses, but Taobao stores have no business source. Small businesses need to pay the cost of time and the cost of their own labor.

Only the incremental value provided by the micro index for the physical store is high enough to digest the problem and consolidate the entity camp.

However, there is one thing to be sure, O2O will definitely not make money for the current e-commerce providers, but only the situation of Ma Yun's earning a full pot will cause impact.

As for the commercial paction O2O mentioned by the micro finger, whether Taobao can completely subvert Taobao, it depends on whether the business can be united. The reason why the micro shop failed to subvert Taobao is because the import is scattered and businesses are fighting for themselves.

If all the unprofitable businesses are fleeing from Taobao and Tmall, they may be able to see the day when they subverted the electricity supplier of Ali.

But for Ali Jingdong, will they look at their competitors' eyes for food?

The shopping mall platform mode - Wanda saved itself and then rescued him.

Wanda's department store, as a well-known department store in the country, announced early last month that it would shut down more than 40 department stores.

However, Wanda shop does not mean that Wanda has failed to face the impact of the electricity supplier. At the same time, Wanda launched its shopping center O2O platform last month.

Fei electric business through the Wanda Plaza and other shopping mall Plaza combined to create online and offline integration of O2O experiential shopping, to Ali electricity supplier formally launched a counterattack.

According to Wanda's plan, if we want to cooperate with 370 shopping malls this year, will Wanda help these offline businesses to reverse?

It is undeniable that Wanda Plaza has a considerable reputation in China, which can be seen from its brand influence in the Wanda Plaza.

By creating the best offline shopping experience, consumers can not only watch movies, but also have entertainment places such as catering, parent-child amusement and so on. They can attract users to participate in experiential shopping under the line.

Most consumers are emotional rather than rational, especially those who are prone to impulsive consumption. The number of people entering and leaving Wanda Plaza every year adds up to several billion passengers. Such a huge volume of traffic will undoubtedly cause considerable impact on the electricity supplier.

In terms of online access, Wanda ensured two major traffic entries through joint Baidu and Tencent.

Whether WeChat, Baidu mobile phone or Baidu map will become a powerful source of offline diversion for Wanda shopping center in the future.

And the in-depth cooperation with the public comment soon will also become a strong backing for Wanda flying platform.

But Liu Kuang believes that the following three factors determine Wanda O2O still afraid to impact Taobao, Tmall, Jingdong and other electricity supplier system.

First of all, Wanda Plaza, though online, has enhanced user experience and can also flow through the line to the lower line.

But from a distance perspective, every shopping center has limited user scope. Consumers may still need to run far away to buy a garment or a pair of shoes.

For consumers who do not have enough time, buying online through the electronic commerce platform can save a lot of time.

Secondly, Wanda's Flying electronic business platform is purely through the online offline diversion, and can not buy Wanda shopping malls and cooperative shopping center merchandise through online payment, which creates some limitations.

O2O needs to create the best offline user experience, but at the same time, it must also form an effective closed loop.

The advantage of owning offline stores is not just user experience, but also the rapid distribution of consumers through offline stores.

The last question is the price that consumers are most concerned about.

Consumers buy goods through e-commerce, not only because the price is cheap, of course not that all cheap goods will be good, but if the same commodity can be bought cheaper on the Internet, why do consumers still go to the physical store?

Who will be the Savior of China's business in the future? O2O and electricity suppliers?

In fact, when it comes to O2O and the electricity supplier, there are many similarities between the two. The electricity supplier is more like one of the online channels of O2O. So who will be the Savior of the Chinese business in the future, O2O and the electricity supplier?

First, who can really consider the interests of businessmen?

When it comes to opening Taobao stores, today's businesses may not have the same enthusiasm and passion anymore.

Today, those who can make money in Taobao are large sellers, and small and medium-sized sellers have no way out. This has created a very cruel phenomenon: Taobao has given all the superior resources and advantages to the super sellers to help the super sellers eliminate those small and medium-sized entrepreneurs, so that most of the small businesses that had mostly opened online shops were not well off.

This is an abnormal phenomenon. It may even be said that Taobao is virtually pushing China's commerce to monopolize.

Of course, Liu Kuang believes that from the original intention of Ma Yun, he did not want to see that Taobao is such a result today, which is determined by the essence of the electricity supplier.

Can O2O become the Redeemer of business?

In a short span of more than a year, O2O suddenly became a street mouse from the most popular hot spot, and everyone shouted.

But we can not deny the value of O2O. Otherwise, BAT will not be crazy about O2O layout today.

O2O, compared with the biggest advantage of the electricity supplier, lies in locating search nearby. It can help businesses not only open up online channels, but also increase exposure and diversion of physical stores.

With the function of locating search nearby, offline merchants need not rush to the same position as the electronic business platform to compete for the display of the home page. The residents nearby are 100 meters, 300 meters, and 500 meters.

You can find yourself in location search.

In addition, for businesses, there is no need to crush the price like an electronic business platform, and ultimately lead to a rampant fakes. Businesses also ensure the source of profits.

Two, who can better coax consumers?

For consumers, we have to say that today's electricity supplier can prevail in the world. The main thing is to coax consumers, low prices, and save time for shopping. These are the advantages of the electricity supplier compared to the traditional businesses in the past.

For consumers, the electricity supplier means cheaper and more convenient.

Consumer convenience, O2O for consumers, the same can also be purchased online, if the logistics are relatively slow, consumers can also directly to the offline stores to get goods, convenience is stronger than the electricity supplier.

On the consumer experience, consumers can only identify the authenticity of commodities through pictures and words on the electronic business platform.

And O2O can not only understand online, really interested or want to buy, but also can directly experience and try on the line. Undoubtedly, O2O has won the electricity supplier at this point.

Summary:

From the above analysis, we can see that O2O is likely to replace e-commerce at some time in the future, and it's no wonder that e-commerce giants have their own into O2O.

Ali first became a shareholder in Yintai business, then launched a shopping mall O2O platform meow street, and then a strategic increase in word of mouth network 6 billion. The most surprising thing is that 28 billion 300 million strategic stake in Suning; Jingdong, on the one hand, launched a Jingdong to enter the home, fully enter O2O, and at the same time 4 billion 300 million shares in Yonghui supermarket; Suning launched cloud store, it is always put O2O into practice.

current

Jingdong can still be complacent, but with the emergence of O2O online and offline, Taobao Jingdong is at risk of being subverted at any time.