O2O four transformations, entering 2.0 times

After the mobile internet, the Chinese Internet appeared two levels of differentiation: a wave to make people's lives more intelligent, do smart hardware, big data, do biological science and other layout, another wave of infiltration into the traditional and physical industries, to the line, namely O2O. In the intelligent, Baidu actively do cloud platform to explore cutting-edge technology, Ali began to layout business ecology, Tencent in the wait-and-see state, and in the direction of O2O, bat seems to have formed a tacit understanding, reached agreement, are concentrated firepower onslaught. What's the 2015? How do three families play?

The O2O war ushered in the great four changes into the Second World War

The competition situation is more complicated

The most impressive of the 2014 O2O War was the Battle of the Taxi and the investment round the map. Ali and Tencent around the full subsidy of taxis, the two sides also carried out offline entity business investment, the core is to make payments. Ali acquisition of Gold, Tencent investment four-dimensional map of new, have been made up the LBS basic data of the short board. In this process, Baidu and then move, continue to play at their own pace to fight this battle-the first half of the introduction of Baidu Wallet, improve payment system, the second half of the heavy launch of Baidu Direct number, to help traditional enterprises embrace the Internet, since the formation of "mobile phone Baidu + Direct number + Baidu wallet" O2O chess. and Baidu Map and Baidu Glutinous Rice continues to wrestle with opponents, is Baidu O2O another wing. Predictably, after 2014 of the fire reconnaissance and Rimini, 2015 of the Three Kingdoms War will be more intense and complex.

Infrastructure is no longer the PK focus, it has become an essential capability

2014 PK Focus on payment, map of such infrastructure, we are trying to push their mobile payment, lbs business, for different industries O2O business lay a good foundation. Now the basic ability to pay and map is no longer a short plate in any of the bat's three homes, but a necessary ability. Therefore more than 2015 years of O2O will focus on the application level, in order to pay subsidized taxis such a special play should not appear, only real practical O2O applications can get Bat's pro-Lai, such as catering, tourism, beauty and community services.

Combine the birth star project with the traditional industry, and make a fruition

The most mature O2O business is group buying, the 2014 phenomenon-class O2O business is only a taxi app. In the Internet and traditional industries combined with the trend, including Internet education, Internet health, internet agriculture, internet real estate, has not yet emerged phenomenon-level companies (Internet catering?) The main trick is not to be counted. After a year or two gestation, 2015 will appear the phenomenon-class Internet + traditional industries, one or several will be bat phase, become a landmark event.

O2O is no longer a conceptualized term, and all internet business is O2O

O2O in the past has been very conceptualized, and only in China's internet industry, many entrepreneurs said O2O will make people feel funny, because the void. Just like cloud computing, it was very conceptual at first, but it didn't know what it was, it was too far from the people, but now cloud computing has become an infrastructure that every enterprise uses. O2O will also enter such a stage in 2015, it is no longer a concept, and entrepreneurs tell investors O2O story is outdated, because O2O is already ubiquitous, all mobile internet services are O2O, including E-commerce, search engines and social networks.

Therefore, the 2015 O2O will be a step, the infrastructure competition stage has passed, the comprehensive war began, the industry market segment appeared phenomenon-level companies, O2O into the 2.0 era, Baidu, Ali and Tencent will focus on firepower, but there are new play.

Ali: After Alipay and mobile Taobao sneak, offline retail becomes the core

Ali played very smart in 2014, to do social and gaming as a cover, quietly pushing his home business: Mobile Taobao and Alipay wallet. These two applications in the end of 2014 has been from the data to show their own, double 12 period Tencent no longer with Ali continue to subsidize the war also shows that Ali achieved staged victory, Ali in the menacing micro-letter payment "dimensionality attack" under the hold of their own position.

But in contrast to mobile payments and mobile-power dealers, Ali's O2O business has not been successful. The strategy does not allow all the packaging of goods to hang two-dimensional code, Amoy Point also did not be able to sell the market to make a clean Taobao, but is "hungry" a sudden rise, become a dark horse, the U.S. regiment outside the selling momentum than Amoy Point, Ali 2014 launched an independent tourism brand "go AH" has just begun.

Based on this can be considered, Ali 2015 O2O The most important aspect is the O2O of the retail electric, let the traditional offline trading more through Alipay, more and more convenience stores, ultra, chain pharmacies will support Alipay. "Business" is Ali 2015 the biggest point, "do service" this piece will not be Ali's center of gravity.

Baidu: On-line diversion line under the differentiation of breakthrough, Link Street merchants

2014 Baidu in the O2O layout of the most noteworthy is the launch of the direct number. We can interpret the direct number as a micro-trust public platform, or Alipay service window, but it has a natural advantage in acquiring new users, retaining old users, can be based on search technology to transform fuzzy requirements into orders, to achieve pull new, but also with large data support CRM system to help merchants get more repeat customers.

In the infrastructure capacity complete, the layout is perfect, 2015 Baidu will from the service level, the application level with Ali and Tencent to compete. Ali Center of gravity is to do retail, not with Baidu has too fierce collision. Tourism, medical care, group buying, ticketing, catering and so on is the field of Baidu itself is good, Baidu has to go where, Baidu Travel, Baidu Glutinous rice, Baidu and other sales of the corresponding business, with Tencent and Ali will have more fierce collision.

Baidu's play more is the line diversion to the line, the map, the search fuzzy demand diversion to the offline. And Tencent and Ali do O2O business more is offline to online, the offline users, transactions, marketing and services migrated to the line, can explain this is two-dimensional code was Tencent and Ali Fancy, Zhangxiaolong also publicly said that two-dimensional code will replace the search box, The essence of two-dimensional code is to put the action of the line through the mobile phone into the line. And at different, Baidu Direct number is to create a "@ a" way, one hand to the user from the line to the offline, single-handedly through online traffic to attract merchants, and then connect people and services.

Tencent: Too dependent on micro-letter O2o Play change, hand Q important

Tencent does O2O by providing infrastructure, such as public accounts, such as micro-credit payments, and Third-party developers who actually deal with merchants. 2013 Micro-letter development Hot abnormal, many developers into which, in 2015 after a round of shuffling micro-letter development is no longer a sweet pastry, many developers have switched to other, such as H5 marketing page production. The micro-letter itself on the subscription number instead of more action, such as increasing the number of reading, add comment function, such as the recent uproar of the rush, the service number of the pending. In the past Tencent O2O too dependent on micro-letter thinking is changing.

It can be foreseen that the future mobile phone QQ and other micro-letter tools will play an increasingly important role in O2O, such as the recent mobile phone QQ QQ Wi-Fi function is to cut into the o2o of a train of thought. Micro-mail has been advocating service rather than marketing, but Tencent's core advantage is based on social relations marketing. Tencent in the future in the O2O business will play its own in the "account system" on the ability, each micro-signal, QQ number corresponding to an ID, and then realize the right, electronic membership card and so on.

Who's going to win? BAT will have its own position, the key problem needs to break through

O2O is to use the Internet means to achieve efficient allocation of resources, resources and demand precision docking, so that each table, each time is well utilized, and thus reduce costs. Eliminating intermediate links in the process makes the entire business system more efficient and helps businesses use the Internet to improve service levels and marketing efficiencies. However, to buy as the representative of the O2O business has entered a vicious circle, fell to the end or not the applause, users and businesses are not buying at both ends, or degenerate into a simple marketing tool, can not create new value. It also leaves a feeling of o2o false.

To lower the o2o of the false, we need to help the resources and demand more accurate connection, to bring economic benefits to the business. Ali Electric business has always needed search engine replenishment flow, on the mobile phone Taobao user demand is very clear, are to buy things, rather than "access to services", in the new O2O and not too much advantage. Tencent's micro-letter and hand Q has the most mobile users, is itself a huge pool of traffic and user pool, but the two social products to the user left the impression that users will not look for services, even if the search, Tencent also lacks effective means of connectivity. At the mobile end of the flow and user volume, Baidu Mobile search occupies more than 80% of the market share, mobile phone Baidu has 600 million users, relying on the search technology demand connection, as well as based on data mining O2O Service recommendation, direct number can achieve pull new, increase connection efficiency, as a successor also need to prove themselves.

Patrick Springer, managing director of Mostanley Asia Equities, recently said it was no surprise to Wall Street that the story of China's "economies of scale" had been the only example of the 2014-year stock market surge. To attract capital markets attention, 2015 is really about to show muscle. Following last year's bat Q3 earnings announcement, mobile revenue has become the biggest aspect of the 2015 Bat O2o War, worthy of concern.