Offline Experience Online Trading

At the end of last year, Alibaba Jack Ma and Wanda Wang Jianlin have a 100 million of the subject of a blockbuster gamble. Wang Ru said: "10 years later, if the electric dealer in the whole China's big retail market share accounted for 50%, I give him a billion, if not to he gave me a billion." "About this story later there are several or clarifications or supplements of the version, there is no such thing, there is said that Ma did not challenge." But no matter what, this kind of thing always attracts the eye. This summer, one of the media invited observers, commentators and practitioners to join the debate in Hangzhou, who would win?

But in fact this team is not good to stand, because "electric dealer" two words too difficult to draw a line. For example, watching the movie, you go online through a website to order, and then run the cinema in accordance with the text message obtained from the automatic ticket machine to obtain a ticket, and then enter the cinema to enjoy audio-visual effects, this is not the "electric dealer"? The same thing can happen on the trip, ticket train tickets we can now buy online, but the aircraft train in the true sense of service, but it can not be online to let you enjoy. OK, now ask you a question, 12306 calculate the electricity quotient?

In the traditional society in the past, very particular about a "silver goods versus"-especially personal transactions. It is natural to pay for one hand-the goods can be a specific commodity, or a service that is less specific but really perceptible. In the early years, the field of electrical business was only "specific commodities": electricity dealers were selling things. But today's electricity dealers have crossed the line: they're selling services. Online to complete the transaction, offline you to experience or enjoy the service.

As a matter of fact, this bet is not very meaningful whether it is real or not. But the interesting thing is this: our future consumption will be cut to a large extent into two parts: the transaction is traded, the product/service delivery is the product/service delivery. There is a separation between the two.

Online trading experience is roughly within our consumer circle, and there are two possibilities. The first one: after discovering a certain commodity, first go to the offline experience, feel good, run back to the line to trade. For example, you read a book in a bookstore looking good, but you know that when Amazon and other platforms a certain discount sales, so you run back to the line to buy. This I call it "reduce the cost of trial and error", after all, do not see the goods are indeed likely to buy the wrong, the so-called can be returned not to pay, in many cases difficult to do-this, I believe that anyone with frequent online experience has experienced.

A survey from the benefit Ipsos shows that consumers are not in the minority. The total sample was 1000 consumers in the country with a 18-50-year-old Internet experience, and 23% per cent of respondents said they had always or often adopted this approach, while 50% per cent said they sometimes did so.

I am not such a person because I feel trouble. Now there's a simpler tool for you to do this: the sweep barcode feature that comes with the micro-letter. Before the micro-mail release of the 5.0 version, it swept the two-dimensional code. But a sweep of 5.0 can sweep the bar code. From a technical point of view, the two-dimensional code comes with more information than the bar code, but one thing is very realistic: today's products are printed behind the bar, but not two-dimensional code.

Imagine a situation where you step into a bookstore, pick up a book, flip a few pages, and feel good. So, you take out your cell phone, start the micro-mail, turn on the sweep, on the back of the book bar code, your phone immediately returned to the book a page, containing a number of electrical links (such as when, Amazon), the price clearly marked there, not only a discount, but also the parity between the electricity dealers. You find Amazon cheaper, click on the link, purchase page appears, you make a single, empty-handed left the bookstore. But, you have finished the transaction, perhaps tomorrow, this book should be delivered to the door.

This is the second line of online trading experience: trading is not between you and the salesperson, but between the mobile internet and the system. It looks like it happened at the same place, but the deal and the experience are really two paths complete. Personally, I even picked up a jar of mosquito repellent to sweep its bar code, as can be found that a number of electric dealers in the sale, parity, the same can be completed transactions.

This type of trading experience separation may even occur in any place rather than just in a store, such as when you run a friend's home and listen to a friend about how good and cheap a piece of goods is. After playing with yourself, you can completely pull out your phone to sweep the bar code and finish your deal on a mobile device. And there's no need to say, "Well, I write it down, tomorrow go to the store and buy one."

The company, which recently valued just over 10 billion dollars and dug up a senior executive from Google, is basically completely dependent on the network sales, it offline without the entity experience shop (but not without repair points), but almost no one will think that the future of our world, physical stores will disappear. Another more influential technology company, Apple, has a large number of physical stores to allow users to experience playing with its products, creating a desire for consumption. Entity store to the promotion of consumption can not erase, as consumers, we have to admit, when we pick up a commodity in the hands, as long as it experienced good enough, we will produce the original did not have the consumption idea. This is especially noticeable in women who love shopping.

Recently Chongqing this place is engaged in a so-called O2O clothing mall, Public press release wrote: "Shopping mall will be invested in the establishment of Merchants unified platform for the construction of electricity, one-on-one free distribution, the implementation of the combination of reality and reality, the actual synchronization, and will employ professional photographers, build a studio, set up a model team, the establishment of professional E-commerce Department, The use of large-scale intensive promotion, the operation of the shop and packaging costs, than to hire a professional team of low 7―8, and related services in the early period is completely free. "This approach, if standing in the angle of industry observation would be very doubtful, because this" unified construction of the electric business platform "still need to promote, for businesses, far less than run Taobao more people, but from the consumption point of view, this may be a trend, but who to do, how to do it.

Ali Finance, even in the financial circle, it circles outside the people, will inkling: it seems to make a big. Offline experience Online trading in this model, it is already clear: on-line trading is a very important link, and most likely to need an intensive platform to support. Consumers can accept the experience of shopping around – which is even a pleasure, but it is hard for consumers to accept the need to use a variety of payment tools to trade different goods online. Another tool that we might use often in the future is the "Tenpay" that the micro-letter is connected to, and Tencent's payment tools. It can now be used to buy McDonald's takeout.

The other end of the "offline experience," is the focus of businesses, more and more businesses (including electricity dealers) in the value of the new form of the shop, and the original solidified entity shop may also appear mobile posture. Warby Parke, a foreign spectacle maker, transformed a school bus into a mobile store and traveled to 9 cities. Inside the entity store, there are also some internet factors, such as a Brazilian fashion retailer named C&a, which displays Facebook's "like" in real time on a drying rack in a retail store, allowing customers to feel the information from social networks in real time while browsing. This entity store will online user Word-of-mouth and offline entity product experience together, enrich the consumer experience, but also more user-friendly decision-making, but also calculated to move a mind.

Now it seems that the Wang Ma Gamble has become no longer a gamble, the so-called traditional retail and e-commerce is slowly converging, become you have me I have you, and we, consumers will eventually accept this "online trading experience" mode of consumption.

This article is composed by the main Wei of the ittalks, and welcome to the micro-letter search to subscribe to the public account, or the Sohu News client technology channel subscription "Wei Wave"