Last year million up, and Baidu, and Tencent three giant common funded to do line online Xia fusion of O2O electric business platform, pry moving line online Xia of 30 trillion market share, other big guy also have layout O2O, Beijing East joint tens of thousands of home convenience shop do O2O, Shun Feng layout Hey guest, hundred sheng and mass reviews strategy cooperation common promote O2O transformation, Wal-Mart full funding acquisition 1th, shop opened O2O times. Cat layout Shun sunk three or four cities, recently introduced a code on Tao, landing, and offline integration is in full swing.
Commercial landing patterns also have their own characteristics. Panned floor on Ali, through code, intended to expand the O2O (online and offline) usage scenarios. Jingdong Alliance select convenience stores, through stock sank, saving shipping costs and delivery time. Shun Feng layout "Hey" offline community, at present difficult to maintain. Numerous O2O waters, success and failures affect business and thinking of traditional industry were mixed.
Shangxi developed at an astonishing pace, the future is almost all commercial electrical contractor, electrical contractor has been integrated into every aspect of people's lives. The traditional hotel is that not all websites make money, 13, 14 the destruction of the electrical contractor can be found everywhere and know how to lead in Internet "+" transition traditional business will adapt to the consumer habits of thinking, through online and offline integration and win more customers. So happy there will be sorrow. Traditional business is electric shock, it is inevitable to think, traditional format how to live, how the transformation and upgrading; when can is more worried about making money, where is the tipping point, when can the loss made the end of the day. Both joy and sorrow, O2O electrical contractor to business bosses have seen the other side, can't fall, perhaps in the future is "no".
Why business should have landed, development of online and offline business? I think there are two main reasons for this trend.
Coveted more market
Although business booming, but there is no denying that is, electrical contractor's share is still less than 10%, even in the lead of the United States, there are still over 80% transactions are conducted through the line. Internet has brought enormous opportunities, but traditional business remains a market that cannot be ignored. Electrical contractor from the ground floor can get more new customers in the customer group, and spawned online consumer market.
To create a better experience
E-commerce, user experience is a complete process, contains a number of links. From the first page, shopping cart, order and payment, online order tracking, logistics and distribution service, and so on. Each link can affect a user's shopping experience. This is a multiplication game, any link is zero or a negative value will make every effort to go down the drain. Experience, has become a key electrical contractor must pay attention to. Ma has repeatedly stressed that the merchant is a lifestyle change, which is why he is confident prediction "electrical contractor to replace the traditional commercial" reasons. But since it is a way of life, also means it's not just the sale results, the shopping process and various details of the experience is part of the lifestyle. And business experience in addition to online, but also involves the line of logistics, real experience and after sales, and many other aspects, which is short, if not able to do optimization, both difficult to snare more offline sources, are more likely to lose their existing user base because of poor experience.
So, the offline market rally, as well as the thrust of customer experience demands, which requires electrical contractor must appropriate ground, otherwise, is losing markets, lost customers.
French strategy and approach
Electrical floor there are three main ways, first is building business outlets, which means that the physical store. Online retail giant Amazon last year opened its first line in Manhattan retail stores in New York. Staking from online to offline marketing. In April, the first suningyi store opened, mode of the offline experience Center opened O2O one-stop services.
Second is the integrated channel. Ali shares of INtime, e-commerce and cooperation, opened its e-commerce experience in line. " Achieve offline access to e-shopping, online or you can enjoy a double store service experience and protection.
Third is the penetration along the value chain. Business self storage and logistics became a fad, not only, Taobao, dangdang, Jingdong, suning electric business Giants have invested heavily in layout, some smaller electrical contractor, based on forecasts of future market began to take punches, layouts built logistics warehouse.
Landing to bear fruit
Above ground strategy, have been testing the waters, some have made first-mover advantage, but some struggling. We look to the above three strategies:
First, build their own stores. Not all websites suitable for building the store. Core advantages of e-commerce is the low cost advantage of reduce intermediate links, and the store itself is inconsistent with low cost. So the product does not need and there is no need to build stores. Then such business suitable ground electricity suppliers quality O2O experiences of CCP platform for cooperation. Experience very strong products through stores helped sales of the product, it may wish to establish experience Center to compensate for the lack of experience on the line vulnerable. Through the creation of stores can enhance the experience established a sense of trust.
Second, integrated channel, without building the Terminal, leveraging the integration. Now executives are optimistic about the form of respective merits complementary segments, penetration speed. But such cooperation need to be combined to a stronger. This floor strategy for their own line of high quality passenger shopping has advantages. At present, Wanda actively recruiting people, the purpose of which is to pass the line of Wanda Plaza shopping district under advantage quickly establish their own e-commerce platform. Excellent product good warehouse O2O in the build quality of CCP experience Center, leads the business floor. The objective is to use off the huge passenger flow, sophisticated shopping experience, and create offline integration of complex, closed-loop form consumption. Complete upgrading and integration of CCP.
Third, value chain penetration strategy, this strategy is the key to focus on the most valuable part. Why so many e-commerce companies independent of its logistics, because in these areas, with the development of the market will become the battleground of military strategists. Because the current state of General warehouse generally in short supply in China. Contradiction between supply and demand in the logistics centers cities are especially prominent, such as Beijing, Shanghai, Shenzhen, warehouse vacancy rate is extremely low and rents rapidly rising in recent years, and the growth of e-commerce enterprises and competition heating up phase, logistics is one of its key competition, advance distribution logistics system could not be eliminated in this round. However, since the logistics are not all players can play the game, which requires substantial financial support. For some capital wealthy speculators, as well as brand leader in the vertical, in order to create a better user experience, and in the more distant future, since logistics is the obvious choice. But for more e-commerce enterprises, lack of capital, follow's own logistics, it is easy to let unprofitable business woes.
To sum up, difficulty of landing can be summed, self-built channel costs, integrate floor need to pick your platform, penetration extended is very expensive. Landing difficulties, how in the world a breakthrough? how can avoid high operating costs, excessive reliance on complex management challenges, as well as the capital? I think the key lies in the integration of traditional business and e-commerce, online and offline and win-win cooperation. Operators may not hold kill traditional enterprises, instead of the traditional commercial attitude.
Useful complement to the traditional retail electric provider Data what is the Foundation for the development of
Electrical contractor should be aware that traditional business can provide opportunities for themselves, don't take them simply as a rival, but as a useful complement to the shortcomings. Recommends electrical contractor in cooperation with line aging shopping malls, temporary experience is built in the Mall area, periodically experience to try to snare line resources, and resource links to their customers to the Mall, they work together to achieve the doubling of customers. Cooperation perspective of business. Based on this awareness, in order to avoid the "enemy within its heart, everywhere is the enemy" in order to achieve "the invincible, is unmatched in the world", everywhere has the opportunity to co-operate, it can easily fall. Thus, we see that Wanda why are keen to do business, in addition to e-commerce booming trend effects, and more importantly, Wanda Plaza, Dominion resources and offline consumer shopping district, has too much potential to be tapped. Why do excellent product good positions in quality built e-commerce experiences of CCP Center, French electricity suppliers. Is the great resource for offline consumer shopping district. Once integration of online consumption of closed-loop, can cause greater market power.
Electrical contractor is a traditional retail opportunities
Similarly, the traditional format, too, when Japan's biggest chain store 7-11 is the Internet's impact, once seen as their biggest threat. However, soon they change thinking to embrace e-commerce development. The tide of e-commerce has come, and who can stop, simply better to embrace change and positive transformation. O2O army into online line cooperation among its advantages and create the future new business.
Based on this kind of double consciousness, whether it is business or traditional retail, the focus of the who should not be replaced, but how to integrate online and offline resources, attract each other and expand cooperation. By information technology to transform traditional industries, enhance efficiency and value of traditional industry through facilitating enhanced experience and trust to achieve integration, and create win-win development pattern. At that time, Jack Ma, the development may not predict "instead of" nor Mr Wang predicted that "live" and will be "living well".
