Annual Key words: Oko of the Battle of electronic Commerce

Last year, I heard a new name: O2O (Offline to online), that is, the opportunity of offline business and the Internet together, let the Internet become the front line trading. O2O is also the most popular in the two-year group purchase site push concept, group purchase site for the offline shop to provide a platform for users to buy consumer, to the line under the store brought new passenger flow and income.

Recently this year, group buying site poured a lot of finished group purchase site Taobao run a bad, service groups in addition to gather cost-effective, 58 and the market, such as classification of navigation stations, the days are also difficult to suffer. Therefore, the concept of O2O is rarely mentioned, I often reflect on the O2O model of the problem in the end where? Why is it difficult to unify the line? Or, the two are originally a pair of contradictions, we also call "OKO" more reasonable?

OKO (Offline PK online)

"21st century do not do E-commerce, will have no business to do" this sound a bit sensational words, said to have two sources, one is Ma Yun, the other is Bill Gates. These two people are very reliable, online e-commerce is indeed a trend. But the question is, in the end is "online" "under" a Piece of "service"? Or, only the "service" line, do not do "line"? Let's start by comparing:

The advantage of the online store is that there is no rent store costs, not worried about Chengguan, industry and commerce, health out management departments overcharging; online shop needs a point of technical threshold, do Web pages, server is also a small amount of expenditure, consumer-to-consumer such as Taobao shop threshold is very low, but do not know when, Taobao play a "price", that can be a large fee.

There are two major differences between offline and online: one is rent and the other is courier fees. And it is these two costs have become the reason for the existence of e-commerce sites, is also affecting the overall pattern of e-commerce.

Zhongguancun store Death first said rent: House prices have been rising, whether residential or commercial housing, the corresponding rent and booth costs are rising. Offline physical stores to sell the same goods, but to bear higher costs, the simplest and most brutal way is: deception. A well-known market for a prime location, to do smelly and rotten, Zhongguancun many stores can be called "model."

People who often go to Zhongguancun to buy IT products will frown on the "deception" of many businesses. When people arrive, the inquiry is said to be cheap, cheaper than the Internet, the first to pay a deposit. Then pretended to fill the village to inquire goods, said no goods. Then, say you want the thing is not good, followed by the recommendation of "good products" (good prices, high profit products).

This is the militant, there are also the. In Zhongguancun it stores, almost every day there is a fight, cheated buyers want to return, was rejected, want to buy genuine counterfeit goods or parallel imports, and other after-sale maintenance of three packs often have disputes. Hit the buyers have to teach the store, there are outrageous sellers, go out of the door.

Zhongguancun is the birthplace of China's IT industry, but now the store has been on the line shop run too much. The same product, you check online prices, Zhongguancun store Most people do not accept. "Online shop is not reliable, shop cheats more", the original is these rhetoric, said no move to change the poor tone "we do not than shop, people do not rent ah!" ”。

Users only recognize price and quality, the pursuit of cost-effective. Zhongguancun entity store rents to every item, online stores have the same purchase channels, but no high stalls and rent, price competitiveness is very obvious.

In general, Zhongguancun one or two-storey stores the most pressure, the highest price, so here to profit-rich boutique shop, high-rise floor rent cheap (more than 9 floors), customers can not find the shop door, so there is a unique "soliciting" phenomenon in Zhongguancun, the user to Taobao and Beijing east on the inquiry, generally more than the lower level of the store.

However, Jingdong Mall's price is generally higher than Taobao shop, so, many stores more recognition of the price of Jingdong, is because the Beijing-East in Zhongguancun has its own point, really do not go to jingdong take goods, and then a little bit of picking up costs, and some earn. And a lot of Zhongguancun sellers chat, their days are not good.

Recently, the Beijing News reported that "e World month rent thousand merchant still flee". In my impression, E World is the most chaotic.

Big precious and small chop-Suey E-commerce has several major difficulties: payment, logistics, credit system. Payment and credit system, has been Ali Department of Taobao and Alipay to solve similar, but logistics is still a big problem, at least, it is difficult to enter a lot of goods into e-commerce bottlenecks.

Many things can not be sold online, I summed up a few: large, expensive, small, miscellaneous, heavy, live, broken, limited, prohibited.

Large, expensive, heavy: furniture is big enough, but not convenient transportation. The original Taobao Mall, specializes in a line under the entity shop "Love Honeycomb" located in the vicinity of the four Hui. Its mode of operation is a bit like "Ikea home", store optimistic, and then order. Online shops are more of a façade.

Large, heavy items, postage is too high, but also easy to bump, expensive items, may be lost during the transport process. Too expensive things, not suitable for online purchase, Zhongguancun Boutique Why can not move, still open? Because the sale is a notebook and other valuable things.

Small, miscellaneous, broken: Sewing the needle, scoop ear spoon, socks, gloves, these single pieces of money within a few dollars, or even less than 1 yuan of items, few people will buy alone from the Internet. Freight will be 10 yuan, this is not enough to toss it!! Kitten puppies, watch live fish, these living things can not be ordered online.

Prohibition, control, restriction, is prohibited, the tube, is the regulation; Pirated books, street some sell, Taobao can not sell, knives, knives, explosives, this is a control of goods, the Internet can not sell; the limit is more, drugs, chemical supplies this can not sell.

Can not sell things, in addition to the reasons for national restrictions, the other is related to logistics.

Logistics and the website of the Business-to-consumer

In the last two years, when the market, Beijing East also wind, people are surprised at the low price of Taobao store, the vitality of the Web site can be so tenacious. Logistics price is a key factor. For example, when buying a book, no matter how many books you buy, when you only receive a one-time express fee, similarly, in Beijing to buy digital and home appliances, can also be unified delivery. And in Taobao and Day cat, users in different shop shopping, in the separate payment of freight.

From the cost of logistics to see, the day cat is not the site, it is only an upgrade Taobao, the difference is that the seller to Taobao pay more, less responsibility, limited by the restrictions, more products more standardized. Taobao is like the Big Red Gate and the Xizhimen clothing market, the day cat is more like the Hualian of the boutique shop.

High-quality logistics services, but also a pure Business-to-consumer website ace. Excellent Amazon can often achieve the day of arrival, Beijing East two days arrival, a shop provides door-to-door, as for every guest and when all have their own logistics system, where customers such as wind Tatsu can even help millet to send mobile phones.

We can not deny that Taobao and cat merchandise goods comprehensive, the amount of transactions, but should also see the website in the logistics, brand, professional degree more than a chip.

Oko Gome and Suning melee

Therefore, O2O may be just a concept, let offlinde things, selling online prices, which is tantamount to "the lifeblood of the self." There is not much to be determined, the top grade discount shop is one. Top grade CEO Eon told me that the above-grade dare to line up, the next price, lies in the warehouse operation of the store. As a result, the cost of online and offline is very close, the O2O model becomes a reality.

Gome and Suning chain stores all over the country, watching the rapid development of Jingdong Mall, two home appliances giants also launched the online site. In the last two months, the price war between Su Ning, Jingdong and Gome may not confirm the prospect of O2O, but it shows the cruelty of Oko.

Su Ning and Gome smashed the capital with Jingdong fight, but the outcome is not in the east of Beijing how strong, but in the United States and Suning's line down shop drag. Jingdong has warehouses, from the point of view and logistics system, which is a lightweight guerrilla, to move to win, Suning and Gome line shop, shop staff wage line don't say, light these store rents how many? Even if all the goods are sold at the same price, Jing Dong can make a net rent money!

Mobile Oko: The electric quotient of Internet mobile phone when we applaud Apple's products over and over again, you realize that this is not a pure mobile phone or hardware enterprise, they are not only the technology into the art, they also created a new model application store, it and touch screen, Apple design, like Become an indispensable reason for the success of Apple products.

The App Store is a magical shop where developers can trade with users face-to-face, and Apple only acts as a platform. Users can find hundreds of thousands of software here, download under the hands of weakness, developers can be used by all users to buy Apple to see, there can be hundreds of millions of people, for developers, this is a big stage.

The App Store gave Apple a new role: E-commerce sites. Here is not only like other IT company official website to sell their hardware products, more like a consumer-to-consumer Taobao shop, become a platform. Apple's platforms also include: IBooks's stack platform, itunes's AV platform.

Apple is not only a mobile phone business, but also an E-commerce site, the company is selling their own products, Consumer-to-consumer is the digital virtual content sales platform.

Lei also cloned Apple's internet phone concept, but it was not comprehensive enough. Lei has the Millet mobile phone monopoly website, but there is no virtual content sales platform. Although Millet realized the use of direct access to the user channel to obtain the price advantage, but it is difficult to call the platform. On this point, the gap between millet and Apple is too big.

360 of the model and millet are not the same, Millet is only selling their own products boutique, 360 more like a cell phone mall, selling a variety of customized mobile phone mall. Mobile phone operators from 360 here to obtain users and orders, 360 of users to buy the most affordable custom machine. Of course, 360 is with all mobile phone operators, rather than pk,360 mobile phone to achieve internet phone O2O online and offline cooperation.

Summary: Shopping, select Offline or online, no longer need to answer.

Online, a business in the screen that one side with a smiley face hit "Pro, what you need to do", online, Zhongguancun's stores are still full of intentional deception, lies and fraud. Online, E-commerce site 24-hour operation, and some even provide 24 hours of customer service, while online, the Zhongguancun Dragon Mansion once over 6 points, on time closed.

Online, I listen to the salesman's hype about the product, online, I can see all the buyers of the store evaluation. Online, often listen to the salesman defense, "online prices can not be false." Our things can not be cheaper, rent, water and electricity costs is a large amount of money, and online, shop Sellers said, "Our price is very affordable, do not believe to go to the physical shop."