"Strategic Depth" system

　　in September 2005 , Tencent's electronic payment platform Tenpay has been on the market, when micro-letter has been through the rapid development of the period, why Ma Yun will start at this time Dread What about the micro-mail payment? Is it because there are so many users of micro-letters? In fact, things are more responsible than the surface.

Really let Ma fear, Tencent Online began to build a prototype of the "strategic depth" system. This system is based on the characteristics of micro-faith as a starting point, with O2O as a closed loop, directly for the micro-letter construction of a new mobile O2O "electric business consumption scene." Once this system matures, the end result will be: micro-letter becomes the mobile end of the first payment tool is always realized.

The battle to pay--keywords: consumer scenarios

Alipay is the "lifeblood" of Ali Group, Ma Yun in the planning of Ali group package listing, but the payment of treasure split in the hands, because Alipay payment system, not only is Ali electric Business system normal operation of the basic protection, but also Ali group expansion of the Internet financial business cornerstone.

Alipay's strong, there is its inevitability, because payment is just a tool, need to support the consumption scene. and Ali Taobao and the cat, itself is China's largest electricity consumer platform, so consumers in this consumption scenario, will be given priority to choose the Payment tool Ali provided Alipay, which is alipay as a payment tool in the PC end status is difficult to shake the root cause.

And in the mobile Internet, Ali also has an absolute "consumer scene" advantage, Taobao is still in mobile shopping 50% (according to the third party data display, such as Eric) about the market. Ali at the mobile end also built an absolute electricity consumption scene, according to Eric, Yi and other Third-party platform data show that Alipay wallet in the first half of this year, still accounted for 80% of China's mobile payment market.

I black Horse's judgment is, has "the consumer scene" the home advantage the Alipay, becomes the payment overlord to become one kind of inevitable.

But, in this era, there is no unbreakable hegemony, only the constantly emerging subversive. Tencent, which has 600 million users, is also keen to become the dominant mobile-end payment, but adding a "payment function" is far from enough, and Tencent needs to build a new "consumer scenario"-a "consumer scenario" with a micro-letter as its core tool.

And Tencent's choice is O2O, combining the micro-letter lbs and "two-dimensional code scanning" and other features, to open up a new "consumption scene."

Changing consumption scenarios--Key words: O2O

Tencent accelerated its O2O layout in the second half of the year in order to create a O2O "consumer scene" with a micro-letter core. According to I dark Horse understand, Tencent Open O2O cooperation enterprise already has two, is the clothing industry's ling to and furniture industry Yi Hua wood industry. Tencent's current O2O cooperation targets are already listed industry giants, the benefits are:

1. These enterprises are highly standardized, have data management needs, and are retail, facing the impact of the transformation of the power of the strong desire to fully cooperate with Tencent O2O transformation.

2. All are industry giants, have excellent demonstration effect.

Tencent in order to build a good micro-letter O2O consumption scene, personally sent technical team stationed in the enterprise, according to the needs of enterprises to build O2O applications, comb the enterprise data for the Enterprise build micro-trust platform. As has been known as the "pure Internet company" Tencent, with such a large handwriting "to push" or the first time, you can also see Tencent to do O2O determination of the big.

The following are examples of micro-letters that help enterprises to O2O transformation:

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Micro-letter O2O Case One: the O2O transformation of garment industry--ling-Zhi

Ling to its own including Jack Jones, SELECTED, only, VERO Moda four brands, the industry has "no ling-zhi, not the mall," said, visible in the domestic market position. Ling to a year has more than 30 billion sales, more than 10,000 stores, such a Big Mac and micro-letter "conspiracy" O2O project, will be officially announced in December.

What kind of system is this?

Let's restore a consumption scene first. A consumer into only store, fancy a certain clothing, in addition to the test on the outside, she can also open the micro-letter, scan the clothes tag on the two-dimensional code, there will be related to the appearance of clothing, each of the clothes about three recommended collocation (also refer to inventory status), which gives customers more experience and choice, If you select a paragraph, you can place a single in the shop, you can also in the micro-letter, you can also collect this paragraph, go home to think about it, let family and friends to refer to the views of the purchase.

Want to take away right now in the shop to take away the order now, if the store is not goods, give you express, completely no problem. As for the purchase (even if not buy) to share the circle of friends, Tencent Weibo, QQ space, that is not to mention. Through the micro-letter to friends to solicit opinions, but also easy, do not have to take pictures.

How about that? Is this a consumer scenario cool enough? This model is to make the limited shop into unlimited shops. Traditional offline shop area is limited, can display a limited number of goods, JJ has more than 1000 styles, but the shop inside, the most also on the Bashing, through a small two-dimensional code, so that consumers link to the online mall, through collocation to attract consumers to see more goods, online access to enjoy the flow under the line to enjoy online services, Full release of the online shop This live ads brought by the passenger flow.

How is the motivation of each character in the O2O to be mobilized?

This model is very good, we have already proposed, the question is, the shop is motivated to do this thing? This to Yu Yu, not difficult, first Ling Zhi channel are straight camp, did not join, so can be integrated management, as long as the allocation of profit space, you can participate. And only the person in charge very actively push this matter, so this project first in only store test. Why does the mall agree? Joint-venture shopping malls, is to be divided with the brand, such as cutting orders, shopping malls are not there is loss? So, Ling to try to let customers in the shopping malls, because the project has just begun, has not seen the obstacles to the mall. At the same time, Ling to the offline shop, Two-thirds is in Shopmall, is independent shop, so, the problem is not too big.

So, what about the shopping guide? The most core or the enthusiasm of the shopping guide, to guide users to use mobile phone scan two-dimensional code, as long as the online orders are counted to the shopping guide on the line, how to achieve it? Each shopping guide's code and store's code establishes the correlation, when the customer decides the order, must scan the shopping guide's two-dimensional code to place the order, This is the most core point, we must make each order corresponding to a shopping guide, shopping guide corresponding shop, shop corresponding to each sales area, the entire traditional marketing system of enthusiasm are mobilized. Even if the consumer did not buy, go back to the order, but also the performance of this guide. This is the legend of the oneness of the individual bar.

Why so meticulous?

This is the retail requirements, only in this way can be a good grasp of inventory, but also to mobilize the enthusiasm of sales. What are the benefits of micro-letters? Micro-letter to take the deduction point mode, 0.5% of the deduction point, this is very remarkable, they line more than 30 billion of the scale, even if it can bring 10% growth, more than 3 billion sales 5 per thousand is 15 million, micro-letter of course also has the power to promote the micro-shopping mall. Micro-letter is the system of developers, Ling to the various departments of the team need to butt open interface.

Ling to the electrical business team what opinion? Free flow, divided into models, this is not the line under the CPC? You just need to build a wireless team, they are the direct beneficiaries, as the operations team, the need to overcome is to establish a set of process system, according to the head of the Ling call Zhang Yixing said that they recently spent a lot of wireless energy, Every morning in addition to the unification of morning meeting, but also specialized in wireless department meetings, to discuss various process details.

Ling to make this model, there are some factors, such as, they can do line online price, anyway, where customers buy is to buy, do not worry about buying expensive. Second, their warehousing is a unified operation, separate management, wireless end of the order, in the store sales, direct deduction of inventory; need to express, unified delivery, will not let the store delivery, because the shop can not do a distribution team. As for the group level, according to Ling to staff introduction, to do this passion is very high, strong support, including dual 11 support, vigorously allocate goods, personnel, capital, anyway, is their own goods, as long as the layer docking, it is all right. So, get through O2O this matter, in Ling and inside and outside almost all find no obstacle.

It doesn't look that hard, does it?

No obstacle, does not mean that there is no difficulty! Domestic traditional enterprises to implement O2O, limited to institutional barriers, micro-letter Select Ling to do this without the system burden of enterprises to do experiments, but does not mean that no difficulties. This is an easy to say, complicated and laborious project. For example: The transformation of the POS machine, now the POS machine is scanning bar code, although it is also possible, but two-dimensional code is more convenient, and the original retail system, now joined the wireless service, when the customer in the micro-letter payment, take away the merchandise, how to connect with the shop system, automatically remove the inventory quantity, need to be reformed. Thousands of shops, four brands of POS machine Transformation Program, how much effort?

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Micro-letter O2O case two: Tencent joined the listed company Yi Hua wood industry, testing water home industry O2O

The camp of the water O2O continues to grow. The listed company Yi Hua Wood Industry announced today, the company recently with Guangdong Teng-nan Network Information Technology Co., Ltd. (hereinafter referred to as "Guangdong Teng South") signed the "Strategic Cooperation Agreement", the two sides will jointly promote the IKEA micro-letter application platform construction.

It is reported that Guangdong Teng-nan for Tencent Holdings Limited and the Southern Press Media Group formed a joint venture, in the social interaction platform to provide professional network marketing solutions, to build accurate, interactive, three-dimensional brand of network marketing platform, has a strong research and development operations to promote the ability.

Detailed investigation announcement, the two sides ' cooperation content mainly includes two aspects:

First, the two sides to build Yi-hua Home micro-letter application platform, Guangdong Teng South will authorize professional and technical team, the appropriate Wah wood industry to develop relevant implementation plans to provide full service.

Second, the two sides jointly build IKEA household public accounts and platform system. The platform system is built in three phases, the first stage of the implementation of micro-credit public platform basic functions: including the opening of the micro-letter public account, attention to the text push, content management, lbs function, interactive function, activity management, user management, data statistics, the second stage of product information display, online shopping mall implementation, To order and realize the function of payment and daily interactive activities; custom IKEA home country Store map from the point to the face of the full launch of the Yi Hua micro-credit marketing, to achieve the national provinces, multiple stores linkage micro-marketing, marketing data can be realized in the city display and management, micro-letter mobile end store visualization; The third stage will develop the Huaxin micro-credit CRM system , realize the deep member exchange and customer management of the mobile end.

The company said that through this cooperation to create O2O business model, effective integration of cooperative platform data Resources and the company's own entity channel resources, to provide consumers with timely information and convenient consumption channels, to achieve consumer products from the purchase, experience, interaction, order online under the integrated service model, Enrich the company's precision marketing tools, and further optimize the company's business model to enhance the company's brand influence.

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Now it seems that Tencent's strategic depth is already very clear, Tencent, the Internet company in order to build its own O2O consumption scenario, will be fully into the line, Tencent in order to become "mobile end payment Overlord", its strategic roadmap has been leap, can be summed up to three steps:

One, sitting with 600 million micro-credit users, to join the appropriate payment and electrical business functions

Second, around the function of micro-letter to build a O2O electric business system, to create a new "consumer scene"

Third, rely on strong consumer scenarios, subversion of user pay habits

At present, Tencent is in the second strategic step deep, forming a strategic depth. The O2O makeover for two retail giants is just the beginning, and Tencent has much work to do to improve the system. O2O is also the essence of electricity business, want to gain a better user experience in the field of electrical business, it must be in the commodity management and logistics distribution two aspects to achieve controllable, Tencent follow-up will have more matching action. And on November 28, I got Tencent official news, Tencent's Xun network will be with Shun Fong to reach a comprehensive strategic cooperation, and in these days, Tencent has revealed the annexation Shun Fung Express ambitions.

Now it seems that the mobile end of the current payment overlord Ali's counterattack is powerless, whether it is strong push "class of micro-letter application" dealings, or on the PC side of the transfer charges, the user to move the end, can not in the real sense of blocking the micro-letter to build a "new consumption scene" of the footsteps, if this to the micro-letter characteristics as the starting point to O2O for the closed-loop " The consumer scene "is really built successfully, then the micro-letter becomes the mobile end of the first payment tool is just around the corner." In the next two years, Alipay Wallet in the mobile end of the loss of half of the payment, is also within a reasonable range.