Mobile local life service station again smoke: Divide the O2O

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

A new round of fighting in the local life service is fermenting.

From the current situation, the new round of fierce fighting will focus on the mobile layout. As the old local life consumption platform, the public reviews a high-profile announcement, mobile independent users will break 40 million. A year ago, the public comment quietly layout mobile client, this number is only 10 million.

Similarly, the proximity of the mobile local life platform to the layout of the Alibaba Department of the poly-cost. Poly-cost of the latest experiments, is to hand in the public, Alipay Joint test water O2O (online to Offline, offline to offline) marketing. By the audience interactive screen push to buy and promote the two-dimensional code, the user through the Alipay client scan purchase. This joint has a profound meaning to all parties, the audience through the "interactive screen Revolution", the cost of the distribution channels to further penetrate the local life service market.

Even so, the chemical reaction of the Division and Ali is yet to be examined.

Ambush "O2O"

This time the media and pay treasure, poly cost-effective tripartite cooperation, has been brewing for half a year. Currently has been extended to Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou and other 7 cities, 30,000 of the interactive screen into operation.

The key to the success of the experiment is how to induce users to use mobile clients to complete the fast impulse consumption.

Prior to that, shop 1th was in Shanghai subway hub site, the experiment led consumers to buy two-dimensional code, the results are not obvious.

According to industry sources, the gimmick is greater than the actual effect, which involves the technical operation is also a major obstacle to the completion of consumption.

Alipay Vice President Genming accepted the "China business newspaper" reporter interview, but that is not a consumer of two-dimensional code technology is not recognized.

"The key reason is that the goods are not attractive enough." He said that this cooperation on the basis of the experience of Gome, Suning, lower prices, High-quality road, in order to attract consumers.

Poly Cost-effective senior director Cheng, with the distribution screen cooperation, the price of products sold may be less than the cost. "For example, a company related to promotional activities in the Poly cost is 26 yuan in cash to spend 30 yuan, in the screen is the consumption of 15 yuan for 30 yuan."

With regard to the screening criteria for the screen, Cheng said that the poly-value will take into account the user to use debris time choices, select easy to make decisions, and as close as possible to local services.

About the cost of the attack, the public comment on the CEO Zhang in an interview, said that the cost of the current group buy more also concentrated in the purchase of goods, local life service level still involved in less.

Competition for local life services, Zhang that the most critical "not only to have the merchant resources, but also to the local life of interest to the user precipitation." In addition, the rapid growth of mobile internet solves the problem of O2O closed loop. ”

The latest data provided by the public comment show that June 2012, its mobile traffic accounted for 60%, the first ultra PC traffic. These are obviously the next stage of public comments and Ali, Tencent and other giant fierce fighting local life service market.

Double "Change"

Poly cost-effective and the cooperation of the audience, but also Ali adjusted the first shot.

As a new business group, poly-Cost will assume the responsibility of Ali to develop the local life market. After the adjustment, Cheng for the definition of the poly-cost, on the one hand stay in the group purchase function, the other side is more inclined to the country's local service provider platform.

The other side of the momentum of change comes from the audience. Before this, Jason once push Q card, try to put Q card and the audience interactive screen to create the whole China's largest promotional promotion information interactive communication platform. Users by the mobile phone and the distribution of free Q card binding, in the interactive screen of the audience to obtain discounts on business information.

At that time, Jason about Q card business model explanation, is "SOLOMO+O2O". This audience in the partnership with the cost, is considered to be interactive screen revolution further. Media outlets in the first quarter of 2012 reported that Q card registered users currently about 2.8 million, active users accounted for 20%~25%. This obviously has not reached Jiangnan spring's "interactive revolution" depth. And the focus of this and the cost of cooperation once the formation of scale, it may explore a new model, once recognized, businessmen use the interactive screen to achieve direct advertising business, the focus is to get advertising fees or participate in sales share.

It is understood that this cooperation of the nature of the Pathfinder is also more obvious. For the above-screen businesses, the cost of the current provision of free services, the future scale will be considered after the charges. In addition, according to Genming revealed that the current three parties did not assess the platform, the initial stage is also in the training of users. Even so, the former Tencent's local life service applications QQ food, QQ Group purchase, QQ Travel and so on line, now Ali is clear about the local life service strategy, fighting again, just sooner or later.