O2O the Giants.

In the eyes of many people, a service that associates online capabilities with offline user life-O2O is a trillions of tier market. Relevant investors believe that under the O2O large market size, even if only 1% market share, or even 1 per thousand, which is enough to make you a public company.

　　2010 to 2011 November, according to relevant data said , now a total of 64 O2O enterprises to obtain the favor of venture capital, only 11 months, in the O2O market, the amount of investment has nearly reached 7 billion yuan. Addition。 2011 China O2O Market size of 56.23 billion yuan, 2012 to reach 98.68 billion yuan, growth rate of 75.5%.

In such a fiery market, the giant figure How does not exist?

At this year's Internet conference, Ma Teng continues to preach the importance of two-dimensional code in the mobile Internet, after this, Tencent will be micro-letter and Tenpay binding, through two-dimensional code scanning implementation of membership card; In recent days, Baidu High-profile set up the department of LBS; Taobao Life and a Amoy network business layout O2O.

Tencent, Baidu and Alibaba into the bureau let O2O market temperature. Five-quarter consulting partner Bo that O2O in the domestic development is still in the initial stage, we are in accordance with their own way to explore, whether Tencent, Baidu or Alibaba, its groping are very meaningful, will bring convenience and value to users.

"The market is too big, the company can only choose to do what can be done, and can not expect a take-all." "he said.

The monetization of micro-letters

"First of all, based on mobile QQ and micro-letter, we do a lot of lbs-related services, the current number of our interface has grown to 700 million times a day call to lbs, which is a very alarming number." "The two-dimensional code will be a key entry point for Tencent's integrated online and offline business," said Ma, chairman and chief executive of Tencent's board of directors, when talking about O2O.

The penguin moves very fast. It is reported that Tencent is taking Tencent's business as the center, pioneering focus on E-commerce and O2O solutions "micro-life", the current "micro-life" has been with thousands of well-known brands have established a cooperative relationship, users only use micro-letter scanning merchant two-dimensional code to open the "micro-life" electronic Membership card, You can enjoy a number of store membership discounts and services.

In September this year, Tencent's Third-party payment platform, Tenpay, announced a deep cooperation with the micro-letter. "Micro-mail is now one of the most popular mobile apps. Micro-letter + Tenpay will create a new concept of micro-life payment, a mobile phone around the world will become a reality. "Tenpay general manager Rei Zhiming told the Times weekly.

According to his introduction, Tenpay will rely on micro-letter shaking, two-dimensional code scanning and other functions, targeted development of various payment methods to achieve online payment and online business integration.

"In the future, you can transfer money directly to friends through micro-letters, this payment scenario and pattern will be more and more used for many friends to go out for dinner, KTV and other collective activities, and the combination of two-dimensional code scanning and payment will be able to enable users to achieve ' that is to buy ', that is, see the commodity two-dimensional code can be taken down to buy and pay. Rei Zhiming to reporters.

Tencent is the largest and best account system in China, with 700 million or 800 million users on the PC and 200 million users on the phone, Dai, general manager of the Life service and electricity business Department of Tecent Electric Business holding company.

"These account system so that we have the ability and offline businesses to achieve ' closed-loop ', when the two-dimensional code and account system together, the user as long as a sweep, this time between the merchant and the user to establish a very necessary link." At the same time, Tencent has the most important advantage is the relationship between the user chain. "Dai on the Times Weekly," "Two-dimensional code + account system +lbs+ payment + relationship Chain" Tencent O2O development path.

Senior Internet person White Crow evaluation way: "Tencent in wireless internet is really the best performance of the big guys, micro-letter became, borrow Force micro-letter to cut O2O. Micro-letter, is relying on the acquisition of Foxmail Zhangxiaolong, the local life, is by acquisition of Sing to create the Dai disk, Zhangxiaolong + Dai A fit, Tencent O2O next success probability is also very big. ”

Of course, not optimistic about Tencent O2O. "O2O is very beautiful, beautiful to unattainable." Angel investor Tingchenling that the line is dirty live dirty, micro-letter although fierce, but not lasting. There is also the view that micro-letters become more and more "heavy", and frequent interaction with users will affect the user experience.

Giant Feast

Baidu and Alibaba have also speeded up the pace of O2O field layout.

October 17, Baidu announced the break-up of Baidu Map, the establishment of LBS division, and Baidu Mobile and cloud division of the two-pronged approach, forming a cloud + end of the mobile strategic layout. And before that, Baidu will have ah from Baidu Split, renamed Philharmonic Live focus on local life services.

"In the smartphone age, the information about the merchants of maps and geographic information becomes very important." Baidu's core is in fact Baidu map, and the domestic large companies to start the map is relatively late, do not have a strong, this time Baidu to strengthen its lbs is based on this premise. "Bo Analysis said.

Innovation Factory CEO Lee Kai-Fu said that Baidu will be from the map, around the information, lbs business ads to achieve based on geographical position O2O advertising vision.

As the electric business giant, Taobao certainly will not miss the line under this broad market. A few days ago, Taobao low-key launch map services, with positioning, to find the surrounding group buy concessions, to find local businesses and other functions. One group purchase offers from the cost of a poly, business from Taobao local life, maps provided by Aliyun.

Taobao said that the map is the version of the product display, Taobao local launch map search because of changes in user needs, but also hope to get through the online and offline services.

Compared with other competitors, Alibaba in the O2O market layout chain is extremely long. Both have just launched the map service Taobao local life, but also have a good deal and the United States (Alibaba Investment) formation of group buying camp, there is a Amoy network to launch sweep two-dimensional code parity application "a Amoy burner", can inquire about the price of goods online and offline spreads, and can buy online.

In addition, only good payment channel can form the "closed loop" of O2O ecological chain. "Alipay's development direction includes O2O, but we don't touch hardware." We have to do O2O and micro-letter, the public comments do different, we do not do business, do tools. "Alipay CEO Pengley said to the Times weekly.

"The surgery industry has specialization, not genetics." We want to Taobao and non-Taobao department of O2O Business Services good, follow the products, business go, first set up the card voucher platform, good credit system, guarantee trading system, this is the first priority. "she said.

At present, Alipay has been in the mobile phone shake a transfer, NFC sensor transfer and two-dimensional code scan payment has a layout, and online and media outlets, product discount line shopping mall reached a cooperation.

"Alibaba's ambitions are not just a retail platform. "Bo Analysis said that the line under the service industry size and plate is very large, Ali will not give up."

Who's going to win?

Although the O2O heat is extremely high, the expectation of the future is very big. But Dai still says O2O makes himself anxious and miserable.

He admits that Tencent's current O2O products do not have any reference to the online service-oriented business resources integration, whether Tencent or other internet giants or pure mobile O2O, has not yet established a competition threshold.

"I ran out to dinner with my credit card, and every time I pulled out my credit card, if the waiter said," What is this? What do you think this card is for? When did we start using credit cards? It's time for all businesses to swipe their credit cards. So when does it take to wait for all the vendors to support the two-dimensional code or NFC? He thinks, the merchant to the sophisticated technology cognition as well as the service personnel's stability, all is affects the O2O company completes the closed loop the important factor.

"Although we solved the problem of the closed loop locally, the whole O2O closed loop is still a distant matter," he said. "Dai said, in the business IT capacity is generally not high, we need to use the real value of the business, to pry the industry information level gradually upgrade." At the same time, it also requires a lot of offline operation and training work, which is the problem that all O2O enterprises and practitioners face together.

Bo's view is optimistic. He thinks, despite many problems, still a short year to the market to do 10 billion, so as long as there is this demand, the investment of enterprises will be able to produce results.

As for the future, who will be the winner of O2O? Pengley says that no one dares to beat his breasts to say he is a winner, and that there are too many variables and too much chance. "If Tencent is to borrow micro-letter into O2O, the public comment on the network is a unique merchant resources, then, Ali cut into the possibility of O2O, the most cost-effective, Taobao life, Alipay are likely to achieve Ali in the vast imagination of the O2O space." ”

Dai that the future O2O industry will be in two directions: platform and vertical, Baidu, Ali, Tencent is doing most of the platform business, that is, Baidu from the decision-making scene and advertising to cut, Ali from the business and trading aspects, Tencent from the relationship chain and experience angle, in line with the company's own genes, Believe that they can occupy their own place in the market.

"I don't even think Baidu, Ali, Tencent will have any significant competition in the O2O field, because their genes and strengths are different, so there will be more cooperation opportunities than ever before." "he said.