Su Ning invests pplive, the Internet overall trend O2O

On the afternoon of October 28, the Conference of Suning and Hong Yi Joint Investment PPLive was held in Beijing. Suning investment PPLive, is for the expansion and enhancement of online channels, but also the use of pplive for the line shop publicity and diversion ideas. In the age of mobile internet and home Internet, the Internet is the trend of O2O, in the new situation, traditional enterprises are attacking the Internet. With Suning chairman Jindong's words "investment pplive, is we (suning) layout Internet strategy, realize O2O mode important step".

Suning investment pplive, for enhanced online and service line

The conference site, Su Ning Vice Chairman Weimin explained the intention of suning investment pplive: Rich channels, layout entrance, rich products, soft and hard platform, video interaction, precision operation, optimization experience, entrepreneurial team, innovative culture. Simple is "picture entrance, want soft hard, excellent experience, new culture" These four aspects, if the last point is a bit false, the preceding three points have a pragmatic side.

For Suning, the line has more than 1600 chain stores all over the country, these stores are Suning's "entrance", attracts a large number of consumers every day, its strength in similar enterprises in the leading. But online, especially on the PC side, the entrance of the Internet is mainly by bat (Baidu, Ali, Tencent) control of the three big giants, Suning's online platform Su Ning easy to buy the advantages of the entrance is not obvious disadvantage; even if only consider the field of electricity, Taobao and Jingdong these two mountains is suning easy to buy a stumbling block. Suning investment PPLive, become the latter's largest shareholder, there is no doubt that the "rich channels, the layout of the entrance" idea; Suning wants to use PPLive's online access advantages to enhance their ability to line.

But Su Ning also obviously has the plan which uses PPLive to serve the line. For Suning, offline stores are now and will be the main body, the use of online service line store is essential. At present, Suning has assumed the role of the store diversion for Suning line, but at present Suning easy to buy and offline stores have not been completely through; even through, Su Ning also needs to expand other channels. For PPLive, it can carry Su Ning's family Internet dream, the future is expected to Suning's offline store for marketing promotion, and even realize the family seamless video shopping. From the close view, PPLive First will serve this year Suning's first O2O shopping festival, for offline services to carry out preliminary test water.

The trend of Internet O2O

PPLive CEO Tao in the conference said: "In the mobile internet and the era of home internet, the Internet is all the way to O2O"; online virtual and offline real economy integration becomes a trend. For O2O, the early industry emphasized "online diversion"; More and more people are now paying more attention to "online and offline integration".

After the internet has developed into the mobile internet and home internet era, the experiential economy is becoming more and more popular, users no longer meet the monotonous single pure online or pure offline consumption form. From the point of view of the commodity itself, many large or high priced goods are not suitable for sale on the internet, need to have an online query or appointment, and then offline experience of the process; from the development of Internet enterprises, in the past purely rely on trading flow to obtain income model unsustainable, The brutal competition reality requires Internet enterprises to master the offline ability or have offline resources to remain competitive. Like PPLive the reason why the choice and suning cooperation, it hopes to borrow Su Ning in the home appliance 3C Market industry leading position and the number of more than a lot of offline stores, large-scale expansion of their own brands, the construction of industrial chain competitive advantage. From a more practical point of view, many Internet enterprises are cut into the hardware market, if there is no offline channel or ability, it will be very difficult to achieve results, pplive accept suning This line of the main enterprise investment has the intention to facilitate the future promotion of products.

Traditional companies are attacking the Internet

On the surface, this pplive and suning cooperation, the former to the latter's borrowing power than the latter on the former; but from another point of view, the traditional enterprises such as suning has become increasingly fast internet companies, began to buy more and more pure Internet companies. In addition to PPLive, Suning bought red children last year, there are rumours that it is likely to buy more internet companies.

An unavoidable problem is that, although many Internet sound is very big, but actually does not make money, but is many wants "by the revolution" the traditional enterprise to keep a low profile to make money. For more than 2012 years, many pure Internet companies have suffered financial difficulties, development is not so good, the market is hopeless under the background can only hope that the "acquisition", the current buyers in addition to the three pure Internet giants, many have the strength of the traditional enterprises are also looking for opportunities; For these traditional enterprises, spend money to buy time, As soon as possible to achieve the Internet is essential, and the current market environment gives traditional enterprises a good opportunity.

There will be no pure Internet enterprise in the future, and the enterprise with line O2O ability will be the winner. At present, traditional enterprises have been online, pure Internet enterprises are also under the strong line, in contrast, the traditional enterprises have a thicker foundation, the internet such tools and thinking, although difficult, but sooner or later will realize the Internet; for pure internet companies, it is obviously more difficult to understand the traditional industries under the line. In the United States, the top 10 network retailers have 9 of traditional business, in China this is the opposite. But it can be foreseen that, under the background of the integration of online, traditional enterprises are expected to be more promising than pure Internet enterprises.

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