Why Did BBK Finally Choose Tencent?

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In the process of development,

The confrontation with Tencent is becoming more and more serious, and the retailer's "two election one" storm has once broken out.

According to the world clothing shoes and hats net,

Carrefour and Tencent have clarified again.

In April 12th, at the China Internet + digital economic summit in 2018, Wang Ji, chairman of BBK group, said in an interview with the media that the final choice of cooperation with Tencent is due to many considerations. Compared with the imperial ecology, the comfort level of the allied countries is still better.

Yu Ying, vice president and chief marketing officer of Carrefour China, said that the company did not cooperate with Tencent long ago.

In addition, Wang Tian and Yu Ying also discussed the trend of the future profit pattern of retailers.

In Wang Tian's view, advertising and finance have great potential for development.

Why did BBK finally choose Tencent?

Why did BBK choose Tencent in the end? Wang Tian said first of all that the cooperation between the two sides is very good.

You don't feel like a leader in dealing with the Tencent. They are gentle and gentle. They will not force you to do anything. They are not very strong.

Moreover, the offline scenes respect our understanding of our customers. Although there are few discussions on specific products, there are many discussions at the strategic level.

In cooperation, do you have the same place to seek common ground while reserving differences? I believe so, but he is an open stance. In the face of allied ecology and imperial ecology, the Allies' ecological comfort is relatively good.

Wang Tian frankly, contacted with the big Internet Co, found that Tencent has great advantages in the digitalization of customers.

In terms of digitalization of goods, Tencent is the largest shareholder of Jingdong, so it is not the strongest and the top second.

Recently, BBK's shareholding with Tencent and Jingdong was officially completed.

He believes that Tencent and Jingdong are very ideal strategic partners in the strategic pformation of enterprises' digitalization.

For Carrefour, they and Tencent were partners long ago, so the two sides did not touch on this issue when they worked together.

Yu Ying said that the company and Tencent began to cooperate very early, and then joined WeChat's services in April 2015, and began to access social advertisements in 2016.

She said Carrefour values the ecosystem services of Tencent.

Prior to this, Huang Li, deputy general manager of WeChat joint product department, has responded to the incident.

This time, she reiterated that Tencent investment is not a prerequisite for closer cooperation between the company and other companies.

These retailers, in their continuous cooperation with Tencent, will be able to choose digitalization and information cooperation with them in accordance with their own development needs and strategic planning through contact with the major business lines and product lines of Tencent.

In short, this is the strategic choice of retailers and the choice of maximizing profits.

Tian Jiang Xue, deputy general manager of Tencent's intelligent retail strategy cooperation department, said Tencent has repeatedly stressed that there is no standing line, and that the company adopts an open and cooperative approach, and the toolbox is for all partners.

At the same time, Tencent's cooperation in new retail is not based on investment, but investment can enable Tencent to communicate more closely with BBK, Carrefour and other partners.

Accelerating the opening of data assets and traffic assets

In the development of e-commerce business, BBK has stepped on many pits.

In the process of gradual exploration, we are gradually on the right track.

Wang Tian believes there is great potential in it.

In Wang Tian's view, the retailer's business model in the future will usher in a great change.

Retailers have never opened data assets and traffic assets before, and now they can be realizable.

To this end, BBK's strategy has also changed from managing goods to managing customers.

In the realizable mode, marketing and advertising are very important tools and ways to cash in.

At present, BBK has already worked with Tencent to carry out this part of liquidation.

But he did not disclose specific interest sharing.

The second aspect is consumer finance, and talks about profit sharing with small public banks.

In Carrefour's profit structure, 20%-40% comes from finance while Japan's Yong Wang supermarket is 60%.

Wang also told reporters that advertising and finance are indeed another big growth point for retailers.

As for future corporate profits, he hopes to be the middle value of Carrefour and Yong Wang.

Yu said in his speech that retailers' profits were too thin, and that a large part of Tmall's revenue came from advertising.

But she said Carrefour's goal was not to become an advertiser, because advertisers were not enough to support the retailer's main business.

She further explained that Carrefour and Tencent were platforms. They could only touch users with commodities, and now they can do marketing with brands so that they can touch users more accurately.

What is the most difficult and valuable point of cooperation?

In the past, BBK also made an electronic business, but it was divided into two departments.

Now the company has set up a smart retailing department to merge and develop online and offline.

The other side chose partners and saw the potential for profit.

But there are still many hurdle in the promotion of business.

At present, BBK has 13 million members.

Wang Tian believes that the biggest difficulty and the greatest value of the digital cooperation between the two sides is how to match the two thousand or three thousand labels of Tencent with the labels of BBK members.

In marketing, people who really do different things push different messages, that is, thousands of people.

In the last wave of development, e-commerce has caused a great impact on physical retailing.

Nowadays, online traffic is becoming more and more expensive, and the ceiling has been encountered, while the offline traffic has yet to be developed.

Takae Yukiya said that the current line of traffic is the cheapest.

And in Wang Tian's view, this is the logic behind BAT's rush to the bottom line.

Judging from the current cooperation, whether BBK or Carrefour, satisfaction is at a higher value.

BBK's primary goal this year is to open 100 smart retail stores by the end of this year.

At the same time, we will accelerate the development of the Internet through cooperation with Tencent.

According to the world clothing shoes and hats net, Wang filled at the dinner with Ma Huateng and Liu Qiangdong about BBK's willingness to integrate with Jingdong.

Because it is impossible for any consumer to open too many App or small programs.

In a business circle, it is best to open one, or second, but not willing to open third.

As for input and output, Wang fill feels that the cooperation with Tencent now can get what they want, but cooperation is relatively light, not very heavy investment in assets.

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