38 knots are not created.

Ma's ambitions for mobile internet, but also on the front of the micro-letter helpless. Section 38, to become Ali to renew the double 11 brilliant opportunity. But this time the lucky goddess did not come, Ali spent money, the festival was not built.

38 Life Festival: Days and Times, the ground is bad, people are not

From March 2 0 o'clock accept the scheduled start of the two minutes, Hangzhou new White Deer Restaurant released March 8 of the 85 table reservations, booking a free. At the beginning of the day to accept the reservation 40 minutes later, the new White deer, leopard, small Southland, such as the location of 19 catering businesses sold out. In addition, the country's 200 KTV 20,000 boxes are basically robbed, 200 cinemas 2 million shadow tickets have been robbed.

85 Dining tables took two minutes, 19 merchants took 40 minutes, and 20,000 boxes across the country were "basically" robbed. In Arrey massive marketing resources support, 3.8 yuan discount strength, this is not what gratifying results. The proportion of business participation is small, users to rob a single enthusiasm less than expected, in group buying site and electric business second kill activity contrast is dwarfed.

Days from now: 38 Festival coincides with the weekend, early in the morning, the incident unfortunately, all the attention of all focused on this, in addition to Ali, no one cares about the 38 section. This state has continued until Monday, Tencent and Beijing-East become a new hot spot, 38 Life festival continued to be left out, had to wait another year.

Disadvantage: Local life services, not the internet giant good food. To expand the traditional business of heavy work, drudgery and dirty live, only for the United States network, the public comments, 58 of the city such players to do, they are intermediaries, sales + service-oriented, in technology, products and the Internet to promote weaker. BAT is in turn, Ali has a sales gene and a huge telemarketing team, but business-to-business, and O2O is a parallel world. In addition, the local Life service "local" attribute, means that space and time two latitude must be big input, different cities to push, local business resources need to maintain regular and continuous expansion, the merchant choice, switching costs low.

People do not and: Baidu This former low-key player, in 38 before the High-profile jump out, with Biari strength to do a large discount to do 37 Girls festival, cut Huari, Baidu Index shows glutinous rice in the activity, was pulled up 10 times times to 130,000, Baidu small test to gain attention. Tencent in the 38 section and no big sniper action, subsidy about 1 million to send a few barrels of sesame oil, it's big recruit is a fit jingdong in the backyard burning Ma Yun. Other vertical electric dealers engage in promotional activities such as Peach Blossom Festival and Butterfly Festival. Baidu led sniper line, Tencent led the anti-attack line, we tacit understanding sniper Ali Exclusive 38 section of the plan. It's a disagreement.

38 Life section The whole pattern is not the same as the double 11. Double one is merchants, Ali yell on both sides of the people gathered over the transaction, mainly online technology input. In the mobile end Ali has no such appeal, while the platform, while spending money to subsidize users, attract businesses to come. Different play and different results embody Ali's ability of resource integration in mobile and PC-side.

Resisting is a must, the building block is very difficult

China's largest group buying site, although it is Ali's investment object, but not in Ali 38 Life Festival cooperation list. and Ali each to take out 100 million subsidies to do activities, the theme is to invite the people all over the country, the form slightly different. It is Ali's opponents rather than partners, it with Baidu to sniper Ali Monopoly 38 of the ambition.

Ali also launched a "Amoy point", focusing on catering and ordering, by the original Taobao founder team members Qiaofeng. This Life festival, this product strategy problem came out. On the one hand, Ali Mobile is a mobile phone taobao and Alipay wallet, on the other hand, Amoy Point focus on catering, excluding KTV and movie tickets and other recreational services and other local life services. 38 Life Festival is Taobao or Amoy point of the people puzzled, the user imported to the mobile phone Taobao, and finally released data is Amoy Point, including KTV and other data.

Amoy point location slightly embarrassed, if it retreated to the second line for mobile Taobao to expand business resources can be understood. The problem is, Amoy dot is sparing no effort to get the user, Taobao with the mobile phone to seize the user's screen and time, Ali may also launch more areas of Amoy point, like watercress, do mobile product groups, greed to do addition, it is likely to lead to pick up a pile of sesame seeds, lost the watermelon.

I've been comparing the company that Ali spent a lot of years investing in mergers and acquisitions to building blocks. Ali needs to use his wisdom to put these bricks together in a sturdy 150 billion-dollar or more skyscraper. These companies come from more than 10 areas of clutter, all but not exclusively. There are some competitive relationships between them, some of them have nothing to do with Ali, but the opportunity is not ripe for integration. Ali 25 business groups have let it slightly bloated, but also in the fission of a new cause, Ma Yun on it constantly disrupted restructuring, like a child building blocks repeat action.

Skyscrapers are not built in a day, Ali's Block Road, road resistance and long.

Beware of O2O traps, offline bones Internet giants hard to chew

I'm a pessimist about the big O2O, although I've enjoyed several cheaper taxi services.

Looking at this violation of market law, feeling the insecurity caused by the driver's robbery, and some people taking the joint arbitrage for granted, everyone can feel the bubble. If there is no accident, the taxi O2O subsidy will come to an ending, the taxi app from the giant's darling back to the entrepreneur, in the retention of users and drivers, looking for a profit model, to deal with government regulation and transformation of the road difficult to move forward.

A taxi app is just the tip of the iceberg that O2O war. Ma Yun and Ma Teng who also not to be outdone, Li was coerced into the war. This is a sign that the bubbles are getting bigger. Tyrants spent huge sums of money in exchange for the crowd yell, the capital market was dozen chickens after the blood gambler, landed to performance data, will bang a sound, bubble broken one.

I don't think the O2O market is big enough. O2O is a trillion-dollar market, and O2O has been too many people with the traditional industry to equate. The internet and the traditional industry blend, not overnight, rush to horse things. Costly to smash is tantamount to harmful, supporting infrastructure did not rise, service awareness did not come up, trading habits did not form, money will be merchants and users to the line can only be short-lived, like a taxi app.

From Ali 38, we can see that the participation of the highest, the best sales are the million-level film tickets. What are the characteristics? standardization, simple and direct demand; products > services, people pay more attention to what movies to see, the second is where to look, the last is service, resources centralized control, cinema lines are mostly chain nature, offline business development and maintenance costs lower. This is also a more suitable type for O2O. Giants can not always think of the world, more suitable for a single point of breakthrough. Find your role in the O2O, such as paying, buying, information, or basic competency support, rather than trying to close the loop.

Back to three years ago in 2011, Ali experienced the payment of equity disputes, Mr. Wei resigned and Taobao siege events. It was the hardest year for Jack Ma. Coincidentally, the beginning of the first micro-letter launched, six months after August, a breakthrough of 50 million users, Zhangxiaolong soon promoted to Tencent vice president. Coincidentally, the same month, Ma Yun issued an internal mail, education to its "strategy" of the staff, into the three-year staff to be obedient, do not follow its strategy, not obedient please leave. If the disobedient new employee's advice about micro-mail, mobile, or social networking triggers the attention of Mr Ma, the battle will be completely different today. Now, Life Festival after the defeat, O2O really still dozen, how to play, mobile end how to play, presumably Ma Yun has a lot of suggestions and a lot of decision-making path, look forward to onlookers.