O2O The big picture has been set, chasing the road difficult

February 19 Public comments in Shanghai to hold a strategic conference, the public comments on the founder and CEO Zhang and Tencent President Lau to the scene; Tencent shares the public comment on the matter finally settled: Tencent shares won the public comments 20% of the equity, the two sides will be in the flow of entry and offline merchant resources for docking and cooperation; Shortly before the event began, the public comments have been formally settled into the micro-letter.

Undoubtedly, Tencent shares the public comment is the recent O2O industry's top priority. Regarding this cooperation, the bullish person thinks Tencent public comment makes O2O big pattern has already set, bat three giant inside Tencent from this leading; public comment and the O2O medium platform of the United States to win the public comments so get the opportunity; Pugo, combining his own understanding, briefly discuss his views on the shareholding and O2O pattern.

Public comment: Independence as the bottom line, want more money than to flow

The protagonist of this event public comment has been considered to be the representative of China's O2O enterprises, in the Zhang of people, information, goods, services in the four quadrants of the public comments to solve the relationship between people and services, it is also considered the most potential to become the next giant enterprise. 10 years down, the public comments on the merchant side and the user side has accumulated a lot of advantages, in 2011 and 2012, the public reviews a total of 160 million U.S. dollars of huge investment; But in recent years its development has been a strong external competition, starting from 2013 it has been frequent contact with the Giants to negotiate investment stakes.

Public comments and Bat three giants have been contacted, and even Ctrip and the United States network of travel networks have gossip; in and Tencent before finalizing, Baidu to the public comments 2 billion U.S. dollars of the wholly-owned purchase price is widely known by the industry, as for Ali, because has invested in the United States and Ali has always been in the investment enterprises have too much interference, which makes the public comment deterred. In the process of exposure to investment, the public comment on the high level of independence of the requirements of the highly; Bat inside, who can give the public to comment on the greatest independence, who will be able to gain a stake in the public comment on the greatest opportunity. In this regard, Tencent has in September 2013 to fund and resources to buy a dog, this way to Tencent and the public to comment on the shares of the cooperation provided a reference.

Tencent's formal stake in the public comments before the two sides in the flow of cooperation has been tried and the effect is good, which led to the two sides to finalize the investment is an important reason. Many people in the industry think that this investment is a public comment on the purchase of micro-letter portal; In fact, for the public comments, the demand for money is clearly greater than the flow.

Public comments are not short of traffic, whether on the PC or mobile end, it is life services, especially food and beverage consumption of decision-making entrance. As the first mobile end of the O2O enterprises, the public comments on the strength of the mobile is not weak, public information shows that the public comments on more than 3.5 billion of the monthly comprehensive view of the mobile end accounted for more than 75%, mobile clients cumulative number of independent users more than 90 million (2013q4 data).

2011 and 2012 Volkswagen reviews 160 million dollars in financing because of the large consumption of the group, starting from 2013 public comments on a relatively tight day. Under the great pressure of external competition, the public comment had to be more radical; in the early 2014, Zhang in the internal letter to the staff to "passion", including to attack the three or four-line city, online take-away, split marriage, cut hotel reviews, these regional expansion and product line expansion needs strong funds to do backing. The introduction of Tencent's financing, regardless of whether the valuation is reasonable, at least can alleviate the public comments on the financial plight, to supplement the ammunition, the public comment on the "passion" of capital.

Tencent: Acknowledge the original life service O2O failure, enrich the mobile payment application scenario

Tencent shares the public comment on the event of the investor, Tencent because of its open attitude to the bat three big giants to the public comment on the competition in the final victory. From another point of view, Tencent's shares, but also disguised recognition of the past in the Life service O2O field failure.

Tencent in 2008 on the line of the QQ movie tickets, began to dabble in local life services O2O field. Tencent launched the QQ food in October 2010, Tencent invested in the early 2011 Groupon Network, and then shares the Group F, the total investment amount of more than 100 million U.S. dollars. November 2012 Tencent acquired the catering CRM enterprise through card, enhanced its technology and offline ability; In September 2013, Tencent Micro-Life team officially released a micro-life card X1 version ... Tencent's investment in the field of service O2O is not small, but the effect is not up to expectations. Trying to use the micro-letter of the micro-life gradually attributed to quiet, and high net of the plate can not bear the whole Tencent Life service O2O ideal.

Investment public comments, and in the micro-letter to the public comments open an entrance, Tencent followed the 2013 Tencent's open posture, determined to begin to integrate its troubled life services O2O business. For Tencent, there are PC-side QQ and mobile-side micro-letter, occupy most of China's Internet users most of the time, as long as the ecological, not necessarily everything pro. In the micro-credit ecology, micro-letter payment is placed high expectations, the introduction of the public comments, in the food and beverage and other areas to create a consumption scene, micro-letter payment can be extended to a wider range of people, and ultimately expected in the payment area to achieve reverse attack.

Of course, micro-credit O2O is divided into service class and entity class, and the latter is more promising; if Tencent wants to do ecology and build a big platform, it must form a competitive mechanism in addition to providing a full range of services. Therefore, the introduction of a single partner is not a long-term, more and more of the future of the site will participate in the longer term, let the merchant directly settled instead of the site is the micro-letter O2O Big platform to pursue the ecology.

American Regiment under pressure, handle litters continue to bitter buyers

Tencent shares the public comments, to the O2O pattern has brought variables, the most direct impact on the United States group. As an Up-and-comer, the United States group in four years to establish a public comment on the need for 10 years to complete the advantages of group buying in the field of dominance. From 2012 onwards, the field of group buying began to form a group of the United States to comment on the leading pattern, two companies are also considered the most opportunities for independent listing. Although the two models are different, the capital market is more inclined to the public comments and Yelp contact, the United States and Groupon contrast, but the United States and the public comments on the business convergence is inevitable, direct competition is inevitable.

2013 years later, the public comments and the United States Regiment conflict has been gradually open; last August, the public comments to enter the 234-line city to the United States Group launched a public relations war, but not much effect; The group network in the three or four-line city is very strong, the public comments before the strength to shake it, in the acquisition of Tencent investment and flow support, According to Zhang's plan to march into the three or four-line city, it will certainly go to occupy the United States Regiment's site, the United States will bear greater pressure than before.

The group was Ali investment, glutinous rice nets by Baidu acquisition, the public comments accept Tencent shares, and the remaining two group buy Web site and litters group is still in the stage of suffering and other buyers. As the 2011 IPO slogan shout The most ferocious handle nets and litters regiment, both for their own quick success paid a heavy price; At present, although both in the refinement of the operation of the efforts, but the possibility of independent listing almost dashed, the only way out is to be acquired. The positive aspect is that the current Life Services O2O field for the acquisition of enterprises are not many, handle nets and litters regiment also has a certain value, the giant may have a big eye, but the value of shrinkage is inevitable, the obstacle is the original high-priced investment institutions or unwilling to accept low prices.

Bat Big Three O2O war just started

Tencent shares the public comment, this is far from the end of the O2O war. "Micro-credit flow entrance public comment offline resources" This seemingly powerful logic does not work perfectly and efficiently. As discussed above, public comments to independence as the bottom line, even if you accept the investment of Tencent, both sides will also have a normal competitive relationship; and the relationship between Tencent and Sogou, the public comment on the last resort will not accept Tencent Holdings, the relationship between the two is mutual cooperation and will not be integrated.

Xun Network in the micro-letter on the opening of the mall, high peer network in the micro-letter on the opening of the movie entrance, public comments on the micro-letter on the "Today's Gourmet" channel, which enrich the application of micro-letter payment scenario, but from the point of view of the micro-letter, if it is to create a real O2O large platform, it will not only support their own enterprises; The introduction of more enterprises to participate in is inevitable. Micro-letter to Tencent micro-life enough opportunities, the latter did not do a good job, the resources they can get down; Similarly, if the public reviews the use of micro-letter portal can not make good enough results, the current close relationship can continue to be doubtful.

From a different point of view, the public comments will not be relying on the survival of the micro-letter of the Lord; it can make some compromises for expansion, make some modifications to high valuations, but the public comments that the ideal of an independent listing will not change in the foreseeable future. This determines that the public comments will always develop and build their own platform, do not want to rely too much on micro-letter; if one day the public comments really half of the sales from micro-letter, which instead represents the public comment on the failure, is the collapse of its platform dream.

The United States to accept Ali investment in 2011, the latter accounted for 10% of the United States Group shares; Later, the United States Regiment development and expansion, there are lofty ideals of the United States want to do is to remove Ali's shares out; Similarly, received Ali investment, and then by the media attributed to the Tintin network is also tired, want to get rid of "Ali's" identity. and Baidu completely buy glutinous rice net different, the public reviews Tencent's relationship more like Arime group or Aridingtin.

And bat three big giant o2o of the battle also only began, Baidu Front announced full holding glutinous rice, Ali will wholly-owned acquisition of Gold, Tencent shares in the public comments. The three big giant inside, Baidu Map line ability, Ali pay treasure Amoy Point, Tencent Micro-letter platform to pay, although Alipay and micro-letter paid before soon, but the three big giants of the competition now in the overall still remain in different dimensions, the time of direct conflict has not yet arrived. From this point of view, the three are still in the stage of the Bureau.

Life Service O2O Big market is still full of variables, accepted Tencent's share of the public comments and increasingly powerful American network has the opportunity to grow into a large platform. Online businesses with Internet awareness and operational capabilities before maturity, the ability of the public comments and the United States has a few years to enhance their own platform properties; Bat Three giants, there is a strong platform, but only stay online flow of the stage is obviously not workable, need to develop offline capacity, and currently in the O2O Direct line capability , three big giant inside Baidu strongest, Tencent second, Ali weakest. 2014, O2O really began to enter the hot period.

(The author of this article, Huang, O2O first from the media, the United founder of billion-European network; Private micro-signal Yuanpuhuang, welcome to add attention)