Electric business giant layout O2O, the convenience store has a unique feeling

March 17, the Beijing-east (rolling information) group announced that with the country's 15 cities around 10,000 convenience stores, began the O2O journey. This is the beginning of the large-scale happy enclosure in O2O field after last year's cooperation between Jing Dong and Shanxi Tang long group.

In cooperation with convenience stores, Jingdong is not the only electric business enterprise, previously, Amazon, micro-letter, Alipay and offline convenience stores to cooperate.

For a time, convenience stores as the platform of the best load carrier model, began to enter the vision of the Giants, grab food convenience store will also become this year's electric business platform O2O a theme.

Convenience stores become "Sweet cakes"

O2O (online 2 offline) has become the common concern of the electric business and traditional enterprises this year. The electric business enterprise hopes to cooperate with the traditional enterprise by its own flow and the data superiority, to build its own O2O closed loop, the use of O2O mode will be offline and online integration into a large ecological system, while the traditional offline enterprises are also thinking about how to use the power of the company's traffic, platform and tools to activate their own online sales system.

At such a point in time, the O2O tactic of the electric business enterprise is to create the model mode first, then copy to the whole country. In this process, choose what kind of offline partner becomes a key to pry the O2O chain. As a result, convenience stores become the most suitable partner for the Giants.

Last March, Amazon China and Shanghai's family (FamilyMart) convenience store cooperation, the on-line receipt of goods from the business. Users in the Amazon after the purchase of goods, can go to the family convenience store, can be paid online to the offline shop, convenience stores also support cash, credit card and other goods to the payment method.

Alibaba (rolling information) into the convenience store way is to pay, the first half, Alipay successively with the United States Ikea, Red flag chain, 7-11 and other convenience store cooperation, users in the convenience store consumption, can be paid by the payment treasure to sweep code. The data show that at present, Alipay has supported 20,000 convenience stores.

Why do giants have a special interest in convenience stores? Hou Yi, Chief Logistics planner of Jingdong, pointed out that the convenience store is the closest to the consumer in the local life, and the convenience store's inventory is closest to the consumer, and the service can be delivered at any time. Therefore, this kind of industry is the most suitable cooperation for the electric business enterprise to O2O.

For Jingdong, and convenience store cooperation in line with its channel sinking strategy, Jingdong Mall CEO Liu announced at the beginning of 2014, Beijing east of the 5 strategic strategy is one of the important strategy is to sink, for the three or four-line or even more remote cities, to the current Jingdong logistics capacity or beyond, To the current in the first-tier cities accumulated logistics capacity and service standards to replicate to the three or four-tier cities, the need to pay a huge cost. By working with convenience stores, it is a shortcut to cover the people around the convenience store.

The Electric business enterprise actively cooperates with the convenience store, besides the convenience store localization characteristic, the Chinese convenience store's scale is small, the well-known convenience store brand has the chain operation pattern, in the management, the chain convenience store has the system management ability initially.

The convenience store itself also has the impetus which cooperates with the electric Business enterprise, at present, the two or three line City convenience store development is better than the first-tier city, because the two or three line city rents is relatively low. In recent years, although the convenience store has developed rapidly, but because the convenience store usually opens in the office building, the big community and so on the crowd gathering area, but these areas rents rise year after year, plus the labor cost rise, the convenience store profit is unceasingly eats away. 2012, 7-11 in Beijing, Shanghai closed a number of stores.

For most convenience store enterprises in China, it is also urgent to add new profit points without increasing the cost. It is a good choice to get traffic and increase sales through the electric business platform.

Three modes of convenience store O2O

Internet companies are busy in the O2O field, expanding the line of allies. However, with the previous enterprises to take refuge in the electric power business platform to "line up" situation is different, now offline enterprises, whether the brand or the retailer's strategy is not to refuse to cooperate with every Internet company, convenience stores are also so.

Deng Weihuang, a deputy general manager of 5,600 convenience stores, is not denying that the company and the cat, Tencent, Beijing and east have cooperation.

In fact, convenience stores are working with the big three because the value of each business is different for the convenience store. These values are complementary to convenience stores.

The cooperative model of micro-trust and convenience stores is based on social networking, the convenience store establishes a social relationship with the user through the function of the public number or service number provided by the micro-letter, which serves or marketing the user through this social relationship, and increases the stickiness of the user in the interaction, thus obtaining more sales opportunities.

Ali and convenience store cooperation is mainly through the payment means to achieve. "China Business newspaper," the reporter noted, in such as 7-11, the United States and other convenience stores, users buy goods, the cashier calculates the total amount of merchandise, and then scan the user's mobile phone with a sweep code gun bar code can be completed payment. In Alipay mobile wallet, the reporter found that the United States Ikea, friends Treasure has been on the line of the public account, users may add a public account to find their nearest convenience store or to view the convenience store promotional activities. Alipay convenience store line of business related to the introduction, at present, every convenience store used by the system service providers are different, Alipay and convenience store to reach a cooperation, by the convenience store's IT system service providers completed and Alipay system docking through to achieve the above mobile phone payment function.

Unlike the micro-letter and Alipay model, the cooperation between jingdong and convenience stores is mainly from the angle of supply chain. The Cooperative convenience store establishes its official website on the Beijing-East open platform, users can use lbs positioning, select from the nearest convenience store for shopping, convenience stores in the background quickly response to customer orders and arrangements for the nearest distribution, to solve the user's demand for instant shopping, if the convenience store can not solve the problem of their own distribution, Beijing East can also provide logistics support.

Hou Yi Introduction, to achieve the user in the Beijing-east platform can be seen that the Beijing-East platform SKU must be with the offline convenience store inventory SKU completely synchronized. Therefore, the O2O model of Jingdong is based on the storage system. This for the convenience store's imagination space is, the convenience store may on-line on the virtual Space Expansion category, establishes the online store, the fresh supermarket, the cold drink shop and so on many kinds of industry forms, enriches the product category, changes the existing product structure. In this way, users can buy more kinds of goods in convenience stores. In addition, can also realize the line under the member System sharing, will be integral, preferential activities fully through. At the same time by businessmen or Beijing-East self-distribution team to the Beijing-East Unified service standards for the "last kilometer" distribution.

Cost and user experience are key

Whether for Ali, Tencent or Beijing-east, now talk about O2O's profit model is obviously premature. For these enterprises, how to more scope of the offline enterprises to introduce their own platform at the same time to cultivate users of the use of habits is the most urgent.

It is understood that the Beijing-east cooperation with convenience stores, mainly open platform mode, that is, convenience stores settled in Beijing-East open platform. The profit model of open platform is mainly commission and management fee. However, Hou Yi said, Jingdong does not fancy the immediate management fee, but more fancy convenience store business brought about by the increase in the number of members, traffic increase. "This year's goal is to sink the three or four-line city, the convenience store itself is spread over the three or four-line city, the use of the convenience store's own brand effect can cover a large area of the population, for Jingdong, this is the first value; the second value of the goods on the depth of cooperation, for example, to the size of Jingdong, more capable of doing direct business procurement, And this direct purchase of goods can be online through the line two channels for sales. "Hou Yi said.

From the interpretation of Hou Yi, the cooperation between jingdong and convenience stores is not simply to bring online traffic to the line. Its bigger ambition is to put its retail tentacles into line and penetrate the entire supply chain system of Jingdong. At the same time, the traffic brought by the convenience store can become the users of Jingdong itself.

The cooperation between Jingdong and convenience stores is essentially the integration of retail. Alipay and the convenience store cooperation, is hoped that through the on-line payment this means the more deep net user on-line consumption data. Alipay Wallet has always been to replace cash for the target, convenience store average customer price less than 20 yuan, this small customer unit price, more than 90% of users will use cash payments, Alipay into the convenience store is to cultivate ordinary users of electronic payment habits.

In fact, whatever the starting point. For the user, the experience is the most critical. For convenience stores, input-output ratio, that is, cost expenditure is a key.

In the Beijing-East supply chain integration model, the convenience store into a commodity distribution node, serving the convenience store around the user, the ideal state is the user orders 15 minutes after delivery. In Alipay's payment cooperation mode, the user pays the scene to be quick, convenient, eliminates the use cash the various trouble. Payment mode for convenience stores, relatively light, do not need to spend more cost, only to complete the system can be completed. Jingdong Supply Chain integration model completes the user's demand for instant delivery, but there are comments from the industry, compared to the convenience store lower customer unit price, the distribution cost is relatively high. The convenience store should consider how to control the distribution cost to a certain level in order to increase sales.