The Pearl River Delta Enterprise borrows O2O to break through the electricity business market

The end of the end, the company has always become unusually busy, Zeng Jinghong International Chairman of the Board is no exception. However, unlike in previous years, Zeng Jinghong recently had a new worry about how to gain a firm foothold in the E-commerce market. "Although my company and I have entered this market, I have been thinking about how to develop it in a way that combines local characteristics," said Zeng Jinghong, who has been busy on the phone December 8. How to survive better in the market? How to form a rival pattern with other regional electric dealers? In the end is the use of the traditional mode of business, or more in line with the regional characteristics of the O2O mode (online to Offline, will be the opportunity for offline commerce and the Internet together, so that the Internet becomes the front of the line trading)? ”

Zeng Jinghong's worries are justified. In the traditional three major e-commerce areas, the Yangtze River Delta and Beijing-Tianjin-Tangshan area has not only established their own electrical and commercial culture, but also a number of leading enterprises. But in the Pearl River delta area, experts have said many times before, the region has not been able to fully lead the country's leading brands, but also the lack of such as Ma Yun's electric "God".

"For us, the most important thing is to lay a good foundation and seek for differentiated development." "Conducted in-depth research, and with the Pearl River Delta Electric Business enterprises to communicate more than Guangzhou, president of the Electronic Commerce and network Economic Society, South China Normal University, director of E-commerce Department Dengshung December 9 to the" International financial news reporter said, "At the same time, there is also a look. It can be expected that in the future, once the PRD has grasped its own characteristics, it can not only promote its own development, but also form a rival to the electric quotient of the Yangtze River Delta and other regions. ”

The Pearl River Delta has the Electricity Business Foundation

In recent years, led by the trend of electric dealers, the Pearl River Delta region has been a rapid development of electric business. At present, the Pearl River Delta has gradually formed the Guangzhou, Foshan, Shenzhen and Hong Kong, Zhuhai, Macao and other E-commerce applications and services of the metropolitan area, even the Guangdong province, the east and West Wing and northern part of the relatively underdeveloped areas, standing in the field of electrical business has its own electric quotient "map."

"It's not surprising. The industrial foundation of the PRD and the present economic situation determine that the future of the electric business enterprises in Zhujiang Delta want to get further breakthroughs, they must rely on e-commerce. "Guangdong Province Electronic Commerce Association secretary General Huangweiqing said, on the one hand, the labor cost's further rise is becoming the irreversible trend; On the other hand, the Pearl River Delta region after the reform and opening up the rapid development, indeed formed a strong industrial base and perfect industrial chain system, at least, in clothing, ceramics and building materials have their own fame.

With the industry for many years dealing with the Zeng Jinghong also frankly, compared with the Yangtze River Delta, the economy is also developed in the Pearl River Delta is not weak on the industrial basis, and indeed has its own industrial characteristics.

In the view of Dengshung and Huangweiqing, the future development potential of the electric business and the active degree of the PRD market are another important basis for the development of the electric business. The Ministry of Industry and Information Technology, published in early May, "internet Industry" Twelve-Five "development Plan" said, "Twelve-Five" period, China's internet-based collaborative research and development design, custom production marketing and other widely used, network finance and e-commerce penetration deepened, to 2015, e-commerce turnover "to reach 18 trillion yuan.

O2O mode or trend

However, in front of a solid electric business foundation, the Pearl River Delta Electric Business enterprise faces one of the puzzles is, in the end what kind of development model should be adopted? Is it a more mature platform for the Business-to-consumer or other innovative model?

"After investigation, we found that, is not unable to develop the business model, but in the Yangtze River Delta and Beijing-Tianjin Tang, the enterprise has already formed its own influence in the market and even the popular electric business culture atmosphere, at least some enterprises in the Pearl River Delta should adopt other models." "In particular, the current overall marketing strategy of the Huangweiqing is to play a price war, to win more shares in the market with low profits, or not fully suitable for the PRD," the newspaper said. ”

After discussion with the experts, I did some research on my own, and finally, I identified the development path of the O2O model. "It seems to me that the development potential of this model will be immeasurable in the next 10-15 years," Zeng Jinghong. ”

To this end, Zeng Jinghong efforts to create their own pie Tesco system. "In fact, this is a two-way electrical business model." "Zeng Jinghong explains," the system can either achieve online to Offline (offline) transactions, or from Offline to online (offline to online). In my opinion, this represents the new direction of the development of the electric business. ”

Dengshung introduction, in essence, the O2O model is the combination of physical store and virtual shop, "the electrical business can not only guide consumers from the network to the physical store, but also let consumers from the physical store to the virtual store."

With the long triangle chamber?

According to Zeng Jinghong's plan, if future conditions permit, the Tesco system will enter the Yangtze River Delta market, and from the "piece". But this is worrying, how do they deal with the challenges of the long triangle enterprise? In particular, the focus of the country is basically on the business of enterprise.

"There is no direct or too many competitive relationships, because two patterns are not exactly the same." "Huangweiqing," at the same time, the entire electricity market share so large, it is not possible for a business model for the full reference. ”

Zeng Jinghong is not worried. "Tesco is based on SaaS (software Operation service model) and the Internet Terminal Technology framework of the two-way O2O mode of E-commerce system, can be used to embed all kinds of business web site and the ground merchant system operation, to achieve reverse O2O mode E-commerce operation and Management can also be promoted through the network to the online user resources into the offline entity for consumption, to achieve the O2O mode of E-commerce. "She introduced.

Dengshung hope that by sending Tesco and other O2O electric business model of enterprises to thrive, can drive the entire Pearl River Delta region O2O Electric Business enterprise development, and in the future and the Pearl River delta to form a pattern of electric business.

Problem still to be solved

But at present, the question of adopting O2O model Enterprise is, when can profit? How to get the market recognition? The lesson is that the same is the O2O mode of group buying site, after two years of fierce competition, many have disappeared in the market, some brand group buying sites are facing layoffs and even the fate of the collapse. This once again proves that, whether using the business of business-to-business, Consumer-to-consumer, or O2O, it is unsustainable to burn money, sell cheaply, and do not profit.

The old net buys Mr. Wang to "the International finance newspaper" The reporter bluntly, the O2O pattern biggest flaw is, the line feeling and the offline experience is not identical, "Therefore, as long as I cheated once, I will never go to this website again".

"The key is to improve user loyalty", in this regard, Huangweiqing that, "This requires businesses to provide high-quality and high service, even in almost" nothing "of the logistics link, must be personally gatekeeper. ”

Therefore, the Pearl River Delta Enterprises should lay a good foundation, not blindly attack. Huangweiqing said, "the enterprise itself should fully realize that no consumer is not their own, this is the market law." ”

The

Dengshung previously told reporters that in the electricity business market, in addition to play the enterprise's own moral constraints, but also need government departments, industry associations to assist, "in the establishment of market order, standardize the operation of the process, the Trade and Industry Bureau, the Commission and even the Public Security Bureau and other departments, should form a resultant force, supplemented by the professional strength of industry associations To jointly supervise and promote the development of O2O market.