The new game of mid-Autumn War: O2O, the shop and electric merchants across the line

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[Guide] Traditional retail cross-border do O2O is becoming after net opened a shop, another wave of upsurge.

Tencent Technology Bean rising September 19 report

In the Mid-autumn promotion war, as a gift jiapin crabs have always been a good choice. This year offline stores or online electric dealers attach great importance to this market, the crab business is a smoke, all the families in order to take a piece in the market and resorted to all the tricks.

According to media reports, this year as a result of policy and market changes, coupled with the selection of electric business sites to participate in Low-cost, discount mode of competition, traditional line shop hairy crabs sales less than in previous years.

But for Hank Xian store, this year's hairy crabs sales did not encounter cold, but sales have increased. The shop leader Hu manager told Tencent Technology: "This year we have a dedicated website, increased the strength of product promotion." At the same time also with the group purchase website, to carry out promotional promotions online. Now mobile Internet so developed, we also launched two-dimensional code promotion, so that users through mobile phones and other mobile terminals to buy directly. ”

NET is more and more urgent for the line shop such as Hank sister-in-law. Mr. Hu said that in the past, Hank sister-in-law Xi ' an shop did not move, but this year has been in action, next year plans to further increase the intensity of online promotions. In addition to the XI ' an store, Hank's branch in other regions is also accelerating the embrace of mobile internet.

This is only one case of this year's O2O craze. Offline entity stores in succession net, while online sites such as red children are also under the Test line entity shop, traditional retailers and electric business enterprises across the boundary between each other increasingly blurred.

Diversity of layout-line entrances

Traditional retailer net used to include two aspects, one is to use the Internet platform to launch marketing, the other is in the traditional Consumer-to-consumer website open shop. Now with the development of mobile Internet, traditional retailer net has more choice.

The O2O project, which was formally launched last week in the form of an entity-retail business, Shenzhen Tianhong shopping mall to take the lead in its cooperation, launched a series of important functions, such as through the Entity department store business with the member system, users can be micro-letter as a membership card use, but also in the micro-letter shopping and direct payment (or phased implementation); Buy gift cards on micro-letters; users can subscribe to their favorite brands in the store, breaking the logic of frequent public accounts to promote harassment of users.

Affected by this, Tianhong shopping malls in Shenzhen a A-share stock trading continuously. This growth is the background of the first half of the domestic merchandise industry continued to slump. According to the data, as of September 4, 43 of the department's first-half sales listed companies, nearly half of the company's net profit fell, the most serious net profit decline of 453.5%.

Compared with traditional electronic commerce, micro-letter not only provides a way for traditional retailers to sell products, but also expands the customer service system. For consumers, shopping has long been more than just shopping malls so simple, but also need to have a better service system, such as information inquiries, Member Services, after-sale follow-up, etc., these can be achieved on the micro-trust platform.

The commercial real estate overlord Wanda enters the electronic commerce is this year the hot topic. Wanda is also the use of O2O mode, the formation of a three-dimensional sales platform, merchants can be sold online through the delivery of the way, pull related sales, expand sales of the radiation radius.

More mobile internet media are being tried by traditional retailers, such as apps, which have become "new favourites". Ikea launches an app that allows users to view product catalogs, details, inventory and generate shopping lists on the mobile side. The app also features 3D models, video presentations, and more. Companies such as Wal-Mart and Starbucks have adopted a similar approach.

Wal-Mart also makes use of geo-fencing and NFC (Near-field communications) technology, users can just walk into the Wal-Mart stores, passing the interest of goods, the mobile phone will be able to receive promotional information from the market. Wal-Mart senior vice president Tomas said: "Now Wal-Mart has more than 12% of online sales are consumers in the physical store through the app." ”

A longtime retail analyst says a large, integrated retailer like Wal-Mart can choose to do its own platform, online payments, logistics, and so on, but need to pay more attention to the user experience. and the regional department store retail enterprises can imitate the Tianhong mode, through with the micro-letter and other third-party cooperation to achieve the role of the flow of entry, gather popularity, improve product sales.

Line under the combination to make up the soft rib

Cross-border integration is one of the biggest features of O2O development this year. In the traditional retailer to enter the line at the same time, E-commerce site is also seeking to open some offline entity stores, to make up for the deficiencies of the online system.

Anshui, the founder of Ruijin, said that the development of the electric business can not be separated from the block, the commercial block of the electronic commerce is the highest state of the electricity quotient. "For example, the consumer selected a piece of clothing, mobile devices will immediately display its various data, while consumers can actually feel the clothes fit in the shop is not suitable for their own, feel satisfied with the mobile phone directly under the single, Save the trouble to the front desk payment, but also by the Electronic Business school sent home. ”

The online shopping flaw is obvious, the user buys the clothing often to encounter the difficult problem, for example clearly on the net marked is the red skirt, how to hand after became pink?

The best way to solve similar problems is to direct the operation of the offline entity store, such as mother and child electric Shanghong Children's first entity stores will be opened in Beijing and Wuxi, respectively, at the end of this month, the same price on line online sales of products, but also to provide customers with personal mother and child consultants and two-dimensional

and Life Service Web site is likely to quickly promote this model, because it provides a service, can not online direct consumption, need to go to the offline entity shop to enjoy services.

Jing Dong earlier this month joined hands to invest in the "Home Gourmet", the latter was founded in 2010, the main business for the city's home users to provide well-known characteristics of the restaurant's take-away service.

It needs to be pointed out that, limited to the cost, the physical electrical business of large-scale construction of physical stores is basically not feasible, but for furniture and other vertical electricity business site, consumers generally difficult to browse the Internet directly after the order, so the provision of online experience museum is very logical.

Furniture Vertical electrical Business website Beauty Lele has been in the large-scale construction line experience Museum, from April 2011 The first offline Entity experience Museum opened, to now has more than 250 experience pavilion, its O2O development path is very obvious.

Industry analysts believe that if E-commerce shaped the Beijing-east, Cat and other internet giants, the impact of the traditional physical stores, then O2O can be said to be another form of continuation. In the future, traditional retailers are likely to use this model to "recover a game", the relationship between traditional retailers and E-commerce enterprises will become increasingly complex, competition will be more intense.