Internet Three bat giants contest begins

From before the Spring Festival before the start of the taxi application subsidy war suddenly upgraded after the holiday, tick-tock taxi and quick taxi in order to compete for the user is also make all the effort, two taxi software marketing strategy alternately launched. And in the taxi application competition white-hot behind, is in fact the big Internet giant Dash is O2O in the field of rapid layout, such as Ali acquisition of gold, Alipay wallet and micro-letter payment to pay for the layout of the application scene, Alibaba's Amoy point to invest in billion recruitment service partners ...

To now the Internet industry has been developed for more than more than 10 years, and with the rise of mobile internet, the major internet giants began to aim at the line, all want to use the Internet tools to transform the traditional industry, I hope that they can penetrate the catering, department stores, clothing, taxis and other aspects.

"In the past, the Internet has been more focused on manufacturing. The overall level of domestic tertiary industry is still relatively low, the development is relatively backward, but the internet can accelerate the improvement of the whole industry. To enlarge the O2O, it can be regarded as the electronic of the tertiary industry, the cake is very big. Internet commentator Bo said.

Tencent, Ali, Baidu layout O2O weapons

Tencent, Baidu, Ali the three major internet giants, of course, will not give up the opportunity to electronic tertiary industry, the home is based on their own advantages, according to different logic layout.

Tencent: Micro-letter +

The logic of Tencent layout O2O is to use micro-letter as the core, to establish the ecosystem and to extend to different usage scenes.

"Micro-letter is the most user time mobile applications, micro-letter to the payment link through to provide more use of the scene, for O2O left a very large space for imagination." Internet commentator Bo.

According to Tencent's third-quarter earnings in 2013, the number of WeChat and the combined monthly active accounts reached 271.9 million. At present, around the micro-letter platform, with O2O-related business has micro-shopping, micro-life, micro-merchants, etc., through the micro-letter payment to complete the closed loop.

Micro-shopping is the overall solution of mobile electric business, clothing, department store industry has shown a strong interest in this.

At present, the clothing field of Ling to clothing group (its brand has Vero Moda, only, Jack Jones), song Leah, and so have been docked micro shopping. With the help of micro-shopping, users can buy directly on the micro-letter, but also from the line to scan the code to jump to the micro-letter on the page, merchants can be micro-shopping to solve the shortage of broken-code goods in different stores in the transfer of goods problem.

Ling to clothing group published in January this year, the data show that Ling to the National 66 stores pilot Micro shopping, 3 months brought 10 million yuan sales. According to Tencent Science and technology, GXG, Othli and many other clothing brands will be in the first quarter of this year group online micro-shopping items.

In the department store area, Wangfujing department stores, Yintai, top grade discounts have been docked micro shopping. Several department stores have said Tencent technology will focus on developing mobile terminals this year. Between the inception of the app and the use of micro-letters, several department stores have expressed a preference for the use of micro-letters. New World department Stores, for example, have a strategy of collaborating with micro-letters rather than launching separate apps.

Wangfujing announced the strategic cooperation with Tencent, after a two-day continuous trading. It can be seen that the traditional industry and the combination of micro-letter to the outside world to bring more space for imagination.

The power of the long tail of small businesses can not be ignored. Micro-life, micro-merchants have been deep into small and medium-sized businesses. Some small and medium-sized businesses based on micro-credit public accounts, through micro-letter payment attempt O2O.

Micro-credit payment is an important tool to get through the payment link and form the closed loop of trading. From the opening of micro-shopping, micro-credit public accounts and other platforms, micro-credit payment can also be used as a separate mobile payment tool for the traditional industry to provide services. For example, micro-letter payment and the top grade discount, seabed fishing and other cooperation, users to shop, meal can be used to pay for the micro-letter. In the field of taxi, tick-tock taxi users can pay by micro-letter payment.

Bo that, overall, Tencent around the micro-letter a product deployment O2O, logical smooth, the business is relatively smooth.

"Micro-letters are natural ecological chains. In the O2O field, Tencent took the initiative, the safest and most abundant resources. "Love Help Network Coo Mahaiping (Weibo) evaluation.

Alibaba: Every point of attack

With Tencent to micro-letter as the center layout O2O different, Alibaba O2O in multiple product line attack.

In the catering field, Alibaba betting mobile catering service platform "Amoy Point", through Alipay payment, integrated the gold map resources.

Amoy little hope that the catering industry to make "Taobao + day Cat" model, both buyers and sellers direct trading. Amoy Point February 17, said this year plans in the country 20 cities recruitment service Partner, advance subsidy on billion.

Amoy Point Business Department general manager Wang Yulei said, January Amoy Point Day takeout orders more than 120,000 single, "I think it can be turned off large-scale promotion." ”

In the taxi field, it is "quick taxi + Alipay" against "tick-tick taxi + micro-letter Payment", in order to rob a taxi application scene, both sides staged a short-term will not stop subsidy war.

In the apparel sector, Taobao launched a micro-Amoy, against Tencent Micro shopping. At present, micro-Amoy is and part of the offline traditional retail business negotiations to try O2O project, cooperation content including offline drainage, member management, divided into mechanisms, turnover and so on.

A clothing company O2O in charge that micro-shopping and micro-Amoy play different, micro-letter more from the line down to the line, micro-Amoy more from the line to the line. "Micro-shopping to solve the shortage of broken code problems as a breakthrough." Micro Amoy Start a little later, what breach is not clear. ”

"Customer total micro-letter more, consumer users Ali more." Micro Amoy Bottom is the mobile phone Taobao, we in the mobile phone Taobao accounted for 30% of the traffic, micro-shopping is from the line back to push the line. Currently can not use trading volume to weigh which channel is good, the key to see users more accustomed to which way, we respect consumers. said the person.

Ali Department of the O2O tools have high tak map, Alipay. The map is the basic service of O2O, and payment helps to form the trading closed loop of the above business. In addition, Alipay as a mobile payment tool, is playing against micro-letter payment, robbing department stores, convenience stores, taxis, vending machines and other payment scenarios.

Mahaiping that Alibaba in the O2O on each click Broken, hope to do the import, trading, user relations of the whole industry chain. But there is some strategic anxiety behind it. Alibaba faces two pressure, one is listed, need to make up O2O short board. Second, in the face of strong competitors, in the acquisition of some external resources, the challenge is digestion, integration capabilities.

"Ali has done a lot of layout in the O2o field, but at present, he can't see clear ideas and logic." "Bo reviews.

Baidu: Map + Group Purchase

Baidu O2O around Baidu map unfold. Map is originally navigation, find the location of the tool, Baidu has developed into a life service portal.

This January, Baidu wholly-owned purchase of glutinous Rice net. After that, the glutinous rice net will be in the Baidu map to carry on the deeper integration, forms the map + buys the O2O pattern.

Mahaiping that in the O2O tide, Baidu is the most anxious in strategy, because there is no particularly strong import resources. Baidu is the most powerful information processing capacity. But in the O2O industry chain, information is only one link.

Baidu Map is Baidu O2O best assets. Investment company Days Hao Capital released in 2013 reported that the mobile map market by Baidu, the software and Google (micro-bo) carved up, Baidu map to the top, the market share of 35%; the company's second-highest, 28.2%-percent Google Maps, the market share of about 21.3%.

"But the map product is not enough to assume the O2O whole industry chain." Maps as the entrance to life services, user habits are still to be nurtured. People use maps to navigate, and the habit of using maps to find restaurants has not yet formed. Nothing is more difficult than changing user habits. "Mahaiping said.

He believes that the combination of Baidu map and glutinous rice, is a very good step chess. But the difficulty is that glutinous rice in group buying industry ranking is not leading, the front has the United States Regiment, reviews two mountain. "Baidu needs a strong operation to catch up with two big mountains, there is a chance, but it is difficult." ”

In Baidu's O2O layout, still lacks the user relations, the Payment tool user scale is also small. Mahaiping that, in the short term, the biggest anxiety of Baidu O2O is that there is no social user relationship, social electric quotient system. In the short term, payment will not be a fatal short plate, but will become a short plate for a long time. "Payment will be the last blow to the competition." Tencent and Ali's contradictions in the area of payment, who mastered the payment, the user has mastered the cash flow. ”

However, Baidu is not a negligible opponent. Baidu is a technology-driven company, with a huge flow and business service system, once found the breakthrough point, there is the opportunity to overtake the corners.

"Now is the game period of O2O development, three people who may fall behind." Lead is not necessarily a permanent lead, backwardness is not always backward. Just like the 3721 heyday of the year, back by Baidu beyond. This is a variable business environment. "Mahaiping evaluation.