There is no O2O, only the constant evolution of the electrical business

The industry claims that the first year of retail O2O is nearing the end, but in the titanium media inventory nearly a years from offline, Online down, walking up the "players", one step two steps, one step two steps, we have not yet how to find their own pace.

Jing Dong March sounded the horn of the marching line, announced with the million convenience stores to work together to create "15 minutes Tatsu" + "one hour Tatsu" service system, up to the end of the year, the original rhetoric has been spent in the tug of life, but also spread the Jingdong "one county a shop" O2O landing plan.

After the 2011 Test Water Convenience Store mode, this May, upgraded version of "Hi Guest" and a Strong "invasion" of hundreds of communities, once let the outside world to exclaim Ma has enemies. However, the target crowd positioning of the swing and "pseudo experience" mode so that the basic reduced to a shun Fung "from the Hi". Recently hi Merchants City on the line can save the half-life of "Hi Guest" remains to be seen.

And the small players in the community O2O have been hitting the wall this year: fast schoolbag completely give up dead to carry a few years of "one-hour delivery" to the reality bow; Once the momentum of the fierce Ding dong community full contraction show, retreated to the Shanghai market, "retreat transition"; even once in the circle of Friends Brush Screen 001 recently also repeatedly by the pattern behind the blow, More and more deficit, unsustainable.

Online under the players have "come down" to ultra convenient pop launched the impact of the same time, under the line of the remnant of the Giants did not stuck intends, sit still, but expect to borrow O2O this tuyere let oneself heavy body "float up". "Soul Revolution" Suningyun three Quarterly trading volume Rose 52.26%, is a good sign, Wanda joined Baidu, Tencent, in the electric business "wayward" to hit the money, in a year or two with real gold silver "trip" out of a O2O best model; Local supermarket giant RT-Mart and Hunan retail "warlord" Step by step High "flying ox" and "Cloud monkey", announced this year to complete the "turn" from the electric business platform to the O2O platform, the last few years have been half-dead retail electric business platform can catch up with the O2O Express?

Throughout this year's Rimini in the retail O2O field, although the formation of different, the art of war, but we do not seem to get out of the starting line outside how far, in the community caused by the movement is far from the "double 11" a fraction, the distance to change people's lives still "road long, its repair far."

The O2O of local service, as if suddenly from the silent film era came to the "Transformers" era, silent several years of "Thousand Regiment War" has a step-in, a comeback of the trend, from the beginning of the fast, drop of "burning money" to the United States and China Regiment, hungry to push personnel bloodshed, and then to 58, Market this pair of thousand years enemy in O2O battlefield. Plus the continuous entrepreneur carving for the "liberation of the craftsmen" of the continuous advocacy, domestic service O2O Company's warlords contend ... Local Service O2O seems to be on the eve of the eruption.

Why are retail O2O not as "fire" like service O2O this year, which reefs allow pathfinder to "fold" this year? What are the problems facing the online giants and the offline overlords? is retail O2O a pseudo concept? Titanium Media Annual Summary one dismantling.

O2O Traffic dilemma

"I run the big run hair 17 years, never for draining this thing to hurt brains," said Huangmingrui chairman of the bare retail industry is facing the biggest dilemma-a large number of incoming passenger flow into the line.

Perhaps because "there has never been a brain drain," retail companies often make the "flow of" this matter is too easy to imagine. Deep in the Hunan market 19 years of step by step high, the year into the shop 1 billion passengers, in their planning, next year, the conversion rate of the transaction flow to reach 30%, and then to reach 60%. In order to induce customers to "surf the net", they will use electronic small ticket to cancel the paper small ticket, exert various favors.

However, the logic is completely different based on the "Network real estate" and the "commercial real estate" of the customers. Even if the conversion rate of the flow of the line can reach 10%, there is no Ali, Jingdong. At present, the new customer acquisition cost of the electric business has reached about 300 yuan. Traditional retailers have little chance of winning with the electricity business.

For 001 of the "self-made people" in the community, traffic is still a hurdle to get around. In particular, they targeted the target customer group in the housewife, the elderly group of these "access rate" low population, based on the position of the offline promotion is particularly important, distributing leaflets, community activities, and property cooperation ... The cost of traffic under the line is no cheaper than offline.

And for the Beijing-east such as the flow of giants, the same face the line of traffic "localization" problem-how to guide consumers to the nearby convenience store orders? If a convenience store opens its own local public service account, isn't the traffic getting more localized? Why do you have to be a "malicious person" like Jing Dong?

Is "one hour distribution" too much?

Is the one-hour distribution a strong demand for the civilian population?

The quick schoolbag used 4 years of trial and error to help the latter have a lot of landmines. A few years down, they found that suitable for one hour distribution of the category is too few, in addition to masks, white wine, sanitary napkins, the vast majority of goods in the convenience and richness of them are not more than convenience stores and large electric dealers have advantages, belong to both sides are not flattering.

By contrast, the average person's need for a service is much stronger.

Ordinary household big-ticket items for the weekend shopping, the family out, looking for parking spaces, of course, people want to direct door-to-door. However, this has nothing to do with O2O, can be directly from the logistics center to the user's hands, but also a shop, Taobao and other electric business platform has been doing. From this point of view, is not the electrical business itself is the retail O2O?

For the urgency of people's needs, or high-end consumers to save time demand, Uber, Lyft those "part-time errands" drivers "conveniently" sent up will be more efficient, everyone express "part-time courier" Can do this, do not need to be stationed in each convenience store several ready to wait for the delivery agent.

Valuation just over 2 billion dollars instacart is to do so, Instacart the use of crowdsourcing procurement and distribution methods, not built warehouses and fleets, but with independent buyers contracted, the buyer by virtue of a smartphone and a car can join to the Instacart. When the user Instacart the order, the nearest buyer will go to the nearest cooperative merchant for the purchase of goods, and then be responsible for distribution to the user.

You know, Instacart's delivery fee is not cheap, if users buy less than 35 U.S. dollars of goods, 1 hours to send the price is 9.99 U.S. dollars, more than 35 dollars in freight is 5.99 dollars. In China, the time cost of most people is not so high.

There is no O2O, only the constant evolution of the electrical business

Do electric business entrepreneurs Remember the long tail theory on which they started? Unlimited extension of the shelves can be placed endless merchandise to meet the diverse needs of the long tail. The goal of the electrical business has been set from the outset, and the decade after that is to make this dream come true with the intelligence of warehousing, logistics and distribution.

Retail O2O seems to be going backwards. There is an irreconcilable natural contradiction between fast delivery and category richness. Daily fragmentary need to go downstairs to the pop, daily big-ticket purchases on weekends to the city's large supermarkets, non-emergency needs through online shopping solution. These are the choices that people make when weighing convenience and richness.

Will the electric dealer and the Ultra, the convenience store grafting, bridged this pair of contradictions? No, not only is not complementary to each other, but may be two models of weakness twice times amplification.

Because of the need to take into account the display and shopping guide function, because consumers purchase randomness, so convenience store shelf utilization efficiency, intelligence is far inferior to warehousing center. Moreover, the location of the convenience store is based on the distribution of the offline passenger flow, while the distribution of the line and the line and the demand are different. This also determines that the electrical business to the convenience store as a distribution center than the construction of logistics points more efficient.

Perhaps aware of this, the East end of the year began to build their own shops, and no longer expect to "cut the shortcut." Fast arrival and the contradiction between the rich category can only rely on the intelligent logistics, warehousing capillary, the electricity quotient of the permeability to solve, there is no other way. This is the evolution of the electrical business itself, and O2O does not matter.

The electrical quotient is to the offline commerce a kind of cuikulaxiu after the reconstruction, why O2O This concept comes out, everybody forgets this point? The two will continue to coexist for a considerable period of time, but the Chambers continue to nibble on the shelves of convenience stores and shorten delivery times while not falling prey to their richness.

But what does this have to do with O2O?