BAT giant triangle kill line O2O who will win?

China is a very interesting market, generally there is a huge market space is often entrenched in each other to fight the three giants, perhaps this is conducive to market balance and efficiency improvement, such as telecommunications in the field of mobile, China Unicom, China Telecom, oil fields have PetroChina, Sinopec, CNOOC, It seems that the tradition of the three-point world has already become a commercial war tacit understanding.

In the previous six months, Tencent Micro-letter public number and Ali Alipay service Windows online under the O2O business have siege, flames of flames. Recently this market again ushered in another network giant's war, search engine giant Baidu in this year's Baidu World Congress released the heavyweight O2O product direct number, thus China's offline O2O market officially into the giant triangle kill era.

O2O is a line under the integration of the development of the local life service market, compared to only the total retail sales of consumer goods online 7.8% of the net-purchase transaction, O2O is that more than 90% can not be loaded into the box to the user in the hands of the local life service consumption, After all, the life service consumption which occupies the biggest proportion of the household consumption expenditure usually only occurs within five kilometers of the personal life and the working area, so the local life service O2O is already a recognized trillion-level market.

It is in the face of the line of the trillions of local life service cakes, the traditional PC Internet giants are sinking, each in the launch of the killer O2O application to make strategic layout, in an attempt to O2O in the upcoming wave of advantage. What are the advantages of these three big O2O products of bat giants? Who will be the most likely to win the next O2O war? Let's analyze it carefully.

1, Alipay service window: Is Alibaba in order to help merchants in Alipay wallet to complete a better 020 closed loop in May this year launched a product, currently only for the certification of enterprise users and individuals. At present, everyone can use the service window for free basic functions, if you need value-added services, you should contact local agents. service window itself with the payment function, such as the need to build shopping malls, ordering and other applications, you need to apply for the payment of Alipay Web page authorization. Also with a variety of promotional methods, intelligent recommendation, payment recommendations, the introduction of a variety of methods, businesses can be through two-dimensional code and other means to promote.

Advantages: 1, with a huge amount of pay users: Alipay 800 million registered users, 400 million real-name users, 200 million wallet users, 100 million active users. 2. Closer to the mobile payment transaction. Ali Prospectus data show that all the year 2013, Ali Mobile end of the volume of goods amounted to 232 billion yuan, the platform's total turnover of 15%. 3, with the flow of the import and service line of the ecological circle. For example, Alibaba Strategic Investment American network and quick taxi, heavy acquisition of gold map and UC Browser, Allied Yintai department store and Hangzhou City to push the future shopping district.

Disadvantage: Payment transaction is the heaviest decision, in the mobile end O2O business is just beginning stage, the user also need a payment habit training process. At the same time, Ali Online has millions of businesses and hundreds of millions of internet users, but on-line businesses and users of the trading objects and scenes with a huge difference between the line, resulting in Ali difficult to quickly online resources to import offline. Ali in the marketing is stronger than the foreign trade merchant and the on-line physical transaction, to the local life service merchant and the service trade has not shown the huge leading advantage temporarily.

2, micro-letter public Number: Developers or businesses in the micro-trust on the public Platform applications application account, the account and QQ account Exchange, through the public number, businesses can be implemented on the micro-letter platform and specific groups of text, pictures, voice, video all-round communication, interaction. The micro-letter public number is divided into service number and subscription number. Subscription number can be a mass of a daily message, there is a custom menu and development interface, service number can be a mass of four messages per month, have the basic interface, certification can be advanced development interface and custom menu. Service number, subscription number can not actively add micro-trust friends, certification needs 300 yuan/year.

Advantages: 1, with a large number of social users: Tencent two-quarter QQ monthly active accounts reached 829 million, micro-letter and WeChat (micro-letter Edition) combined monthly active accounts up to 438 million. 2, with a large number of public users: micro-letter currently has 5.8 million public number, and at a rate of 15,000 per day growth. 3, with a large number of Third-party developers: micro-Trust has a third-party development platform has been nearly 1000. They provide personalized development services including micro-credit Platform Foundation content, micro-website development, marketing function expansion, micro-letter store and micro-trust operation.

Disadvantage: micro-credit Public number social property is very heavy, and business transaction attributes of the natural conflict of the drawbacks, Sina Weibo's commercialization problem again in the micro-letter commercialization. At the same time, the micro-credit public number is focused on the relationship between merchants and users to establish and maintain, the flow system is relatively closed, which will greatly increase the number of small and medium-sized business maintenance of public numbers and user flow promotion costs. In addition, the micro-credit public number away from the trading scene, will lead to micro-letter commercialization requires a large number of line to push the team to effectively deal with the business docking.

3, Baidu Direct number: is the business in the Baidu Mobile platform of the official service account, based on mobile search, @ account, map, personalized recommendations and other means, so that hundreds of millions of customers anytime, anywhere direct business services. The direct number also provides a rich and easy to operate CRM backend for merchants. In this background, the merchant can view all the customer lists that have interacted and even order relationships, through data analysis, for its portrait, labeling, and then through personalized push function, to achieve efficient marketing.

Advantages: 1, with a large number of search users: Baidu daily average of more than 5 billion times the search request, which mobile search day active users of more than 100 million. 2, with a large amount of key words to promote the merchant: Baidu has a total of about 500,000 customers to provide services, household income of about 15000 yuan. 3, has a mass mobile end of the Portal: Baidu has a number of users in the mobile end of hundreds of billions of products, such as mobile phone Baidu, Baidu Mobile Input method, Baidu map, 91 assistants and so on, and Baidu Mobile end of the application distribution more than 100 million. 4, has the direct promotion effect: according to the seabed fishing hot pot provides the data, the current Baidu direct number can for the seabed fishing to take to 1500 or so orders.

Disadvantage: In Ali Alipay and micro-trust under the public line test water nearly a year later, Baidu Direct number just released, start later will lead to the next line of merchant resources and user accumulation of pressure is very large. Baidu in the mobile end of the payment business started soon, pay the brand and user habits have not yet formed, but also to the direct line on the offline trading transformation has put forward a great challenge. In addition, relative to the micro-letter public number and Alipay service window of the active message push, the direct number belongs to Baidu search passive flow import, will also cause businesses can not actively contact the embarrassment of users.

Finally summed up: Bat giant to accelerate the development of the online local life service O2O business is an inevitable trend, see "major changes in the industry: the sinking pc Internet." Although the bat is in the life and service connection, however, because of their own in the PC Internet age long-term formation of the enterprise gene, will lead to the Giants to take the difference between the larger market strategy, and eventually formed the line of the three major differences in competition. Alibaba's genes are online physical transactions, good at data resource integration; Baidu's genes belong to online information search, good at serving small businesses; Tencent's genes are online social relationships, and are good at digging up human nature.

So from the giants of their different genes we can see that if the Giants are pro-Pro to do 020 business offline, Baidu by virtue of years of service to hundreds of thousands of small and medium-sized businesses nationwide network promotion experience and resource accumulation will be more dominant. But bat giants, after all, are internet companies, online traffic integration and Internet product development is their best job, as for the offline thousands of large and dispersed businesses docking service, or through the investment and acquisition of professional offline entrepreneurial team will be more time-saving.

(Introduction: Zhangjiangjian, former rain forest Wind media director, long-term research on the Internet Technology trends and industrial economy, the representative has "major changes in the industry: the sinking of the PC Internet", the focus of the author Micro-trust Kejiminet has more wonderful content to share. ）