Section 38: Full-channel change of retailing industry first shot

　March 8 is destined to be like "Double 11", in the coming days will be remembered by the retail industry. On this day, traditional retail giants and electric dealers from the competition into a coincidence. By trying to pay this opportunity to move, Beijing business newspaper reporter visited Wangfujing department store, Chaoyang City, such as the big Yue shopping malls experience brought fresh firsthand information. Although the Beijing commercial news reporter experience found that the line under the close contact, under the constraints of hardware and software conditions, the future development model is somewhat vague, but it is undeniable that the O2O feast will pull off the traditional retail real transformation of the big curtain.

O2O Change the first gun

The whole channel change of retailing industry the first gun was officially launched on March 8, Alipay and micro-letter payment successfully sneaked into the traditional retail world. On that day, the vast majority of Chaoyang Big Yue City shop window also more "Taobao Life Festival to participate in the merchant" logo. Chaoyang Big Yue City courtyard landscape turned into a mobile phone Taobao landing activities show platform.

Dressed in orange, two-dimensional code T-shirt Taobao staff active in the mall. As they are driven, consumers will basically stop to understand the activities. A consumer is trying to pay for a mobile phone in a 6ixty 8ight store that takes part in mobile payments.

Beijing Commercial newspaper reporter saw, the cashier sweeps the code consumer buys goods, the computer screen presents this transaction two-dimensional code. Open the mobile phone Taobao app, consumers through the "sweep" to complete the two-dimensional code recognition. The Payment page displays the amount of the transaction and the customer enters the payment password after confirming the error. The cashier prints out the stub and invites the customer to sign the confirmation that a deal is completed.

On the same day, Beijing department store's micro-letter payment is also officially online. Beijing Commercial News reporter experience found, and mobile phone Taobao payment mode is basically the same. Micro-credit payment also uses "sweep code-Price confirmation-Enter password-Signature confirmation" mode. However, although the introduction of mobile payments, but the mall distance from the real convenient payment is still some distance.

Mobile pay two polarization

In the experience, many consumers and cashiers reflect, network jam, two-dimensional code recognition slow and so on occur. However, compared to the hardware problem, the difference between the positioning of the customer group is more prominent. Because of the positioning problem, the acceptance degree of mobile payment is polarized between different target customers. In Chaoyang Big Yue City, "the early adopters" the young Guest group is very enthusiastic. And in Beijing department store, the vast majority of the elderly guest group for mobile payment is unfamiliar, the number of people who tried.

At a cashier's desk in the three-storey women's section of the Beijing department store, micro-credit-paying extension workers are coaching and encouraging consumers to use mobile payments. But the middle-aged guest group that is interested in this is relatively limited. There are also some experienced consumers who say less than expected. Consumer Wang said the two-dimensional code scanning process is very long, the use of micro-letter payment is not as fast as credit card. Ms. Chen said that because it has not been connected to the mall WiFi, the mobile phone network is difficult to smooth, fast completion of payments. In addition, due to the first day of operation, some cashiers are not familiar with the process.

In contrast, the positioning of the 18-35-Year-old Young Guest group Chaoyang City has been pleasantly surprised. It is understood that Chaoyang big Yue City passenger traffic compared with last weekend, promoted 20%-30%. The WiFi environment is basically smooth as the mall adjusts bandwidth and base station construction in advance. However, there is also consumer reflection, price two-dimensional code recognition too slow, sweep code, payment password, Bill confirmation process is still a little cumbersome.

Blurred line

Despite flaws, traditional retail payment channels have been expanded with the successful implantation of mobile payments. will then be copied to more stores, large data applications, precision positioning, etc. will also be achieved. COFCO Land Business Management Center, said, and mobile Taobao landing activities so that Chaoyang Yue City, Shanghai Yue City passenger flow and sales to achieve substantial growth. "The effect of the activity is very obvious, after the system adjustment, the big Yue City will extend the mobile payment to the national store and put this into normality." ”

It is understood that the next big Yue City open shop will be connected to the mobile payment system. The landing activities, Chaoyang big Yue City about 90% of the merchant participation. With the promotion and popularization of mobile payment, the above person said that the merchant will also join the mobile payment Army through the improvement of the late payment system.

Liu Changxin, a CIO at Wangfujing Department Store Group Co., has said that mobile payments are just the first step in the retail industry embracing mobile Internet. Future lines under the line of trading will become more and more blurred, the two sides will share in addition to the payment of distribution, experience, after-sale and many other links. And the future of the retail industry will become the wrestling point of who can provide consumers with an online seamless service system.

Still cheap drive

In the future, there will be more sparks from traditional retail and internet bosses. However, this time "Taobao Life Festival" Cooperation Ali did not replicate the "double 11" miracle. March 8 Carnival shengjing still only occurs online, the line does not appear in the New World department store "60 hours not closing" lively situation. After all, it was an online business where businesses hit money and make a yell.

The O2O model, which has been courted by merchants, is still attracting consumers through low-cost promotions. The activities of the business to "please all the people eat and drink" as a gimmick to promote. During the event, the mobile phone Taobao will be in different time to launch a different theme of the promotional activities, 3.8 yuan to see the film, 3.8 yuan Ktv three hours, such as ultra-low-price activities attracted a large number of consumers. Beijing commercial News reporter saw, a restaurant brand coupons opened and robbed instant after the empty. In the Yau-Tang shopping Center, the mobile phone Taobao almost pack the entire theater, the exchange of mobile phone Taobao shadow ticket customers lined up a long line, the movie screen display mobile phone Taobao shadow tickets sold out.

Offline Business Although Taobao on the mobile phone released a large number of coupons, but more limited to new products, discounts are not attractive, did not give sufficient support for activities. From the O2O concept proposed to the landing, the Beijing Business Economics Council Secretary General Raiyang pointed out that at present, mobile payment is only to create a platform, the business focus is still the integration of resources. "In the past, it was very difficult for business to integrate resources, which required a lot of organizational and time costs and inefficiency." ”

Internet big guy dark War intensified

The change of the big screen, the line from the opposition to the integration, but Ali and Tencent two big Internet big guy's competition is still intensifying. In Beijing department store staged a micro-letter payment and mobile phone Taobao showdown.

Previously, the Beijing department store related officials said that the March 8 shopping mall to the main push is the micro-letter with Tencent strategic cooperation to pay, but unexpectedly with Ali mobile Taobao activities crashed. From the mall also appeared mobile Taobao landing activities are not difficult to see, Wangfujing department store also accepted both.

However, one detail reflects the exclusion of two big internet bosses. Using micro-letter sweep code Taobao "3.8 yuan to see the movie" Two-dimensional code, micro-letter hint has been blocked the link, users can copy the address to the browser open. At the same time for the limelight, Ali invited the actor Du Chun to help the mobile Taobao activities, which also makes the micro-letter payment more bleak.

Last year "Double 11" period, the day cat and Yintai realized the O2O "ice-breaking trip", in the marketing level to make a cooperative gesture; this March 8, the mobile phone Taobao and 37 department stores, shopping malls to achieve or part of the implementation of the payment function docking. Alibaba Group Coo Zhang Yong, this is Ali wireless strategy of the first two steps, the most important and the most difficult third step is to get through the goods. These infrastructures are essential to the electronic distribution of traditional retailing.

Beijing business newspaper reporter Wang Yun Liu/Wen and photo

Senior Interview

"Double 11" founder O2O

--an interview with Alibaba COO Zhang Yong

Beijing Business News (special Hangzhou reporter Chong Xiao Meng) single-handedly created the day cat "double 11" Alibaba Coo Zhang Yong fought o2o (line to the line), trying to recreate a "double 11". A few days ago, Zhang Yong accepted the Beijing business newspaper reporter interview confirmed Alibaba to the architecture "made some fine-tuning", the PC end and wireless end of the whole through. For Alibaba, Zhang Yong's task is obviously quite arduous.

Zhang Yong said that the purpose of the architecture adjustment is to integrate the wireless and PC-side user experience issues. "We found that 3/4 of the users are multiple-screen access to Taobao, mobile Internet and PC Internet is inseparable, based on the user perspective of the unified design, we made such adjustments." Zhang Yong said.

Last September, Zhang Yong, named Alibaba Group COO, was mainly responsible for PC-related business, and CEO Lu personally took the lead in mobile business. Earlier this month there was a rumor that Alibaba Group has been restructuring, in addition to Zhang Yong in charge of wireless business, but also including the original Amoy Point Business Department general manager Wang Yulei is responsible for the cat and Poly cost-effective, originally in charge of the business Division, local life Division Ali Vice President Zhang Jianfeng is responsible for Taobao. While Alibaba has not responded to rumours, Zhang's responsibility for the mobile business has been confirmed. It is worth mentioning that the Alibaba Group, the Chairman of the Board of Directors of the recent mail, said "Alibaba will be ' in ' the ' mobile power provider."

During the "double 11" period last year, Zhang Yong revealed to the media the history of the "double 11" shopping carnival in five years. This time, is good at making the festival Zhang Yong to mobile phone Taobao, and with very low discounts and heavily signed South Korea's popular idol min Two "killer", triggering no less than "double 11" sensation effect. "From the team thought let min endorsement mobile phone Taobao this idea to sign a good contract, a total of only spent two weeks, execution is very high." Zhang Yong revealed.