This glorious title is expected to fall on the O2O.

One of the worst streets of the 2013 was "internet thinking", and in 2014 the "glorious title" was expected to fall to "O2O". As long as the electricity quotient, do not say O2O, it is simply outdated. "O2O is a basket, anything can go into the pack," this time, again put forward this concept is Jingdong mall. However, this is not east of Beijing east, and Tencent's marriage, as well as the upcoming U.S. listing has let Beijing East a little touch to the north, in the press release to reporters, "Jingdong Mall" has become "China's largest self-electric business enterprise-Jingdong Group", the title big let cock Silk dare not look straight.

In the case of fat cat, in fact, is still very much looking forward to the O2O strategy, and Tencent joined forces, well, somehow still have a bit of a new breakthrough. However, it seems that Jing Dong himself does not value this matter very much. The country's major provincial capitals of the city's reporters were summoned to Beijing, but we did not see the people want to see-Jingdong CEO Liu, out of the station is Jingdong chief Operating Officer Haoyu. Even Jingdong's PR team almost did not show up, the scene is busy with the blue mark, the reporter wants to find a person in Beijing east alone to talk about the idea of the end, from beginning to end, did not see responsible for docking of the regional media pr.

The attitude of the attention of the direct result of the product does not lap. The Beijing-East announced the announcement with Shanghai, Beijing, Guangzhou, Wenzhou, Dongguan, Urumqi, Harbin, Xi ' An, Hohhot, Shijiazhuang, Nanning, Taiyuan, Harbin, Dalian and other 15 cities of the tens of thousands of convenience stores to carry out O2O cooperation, including fast guests, good neighbors, best friend, every day and night, people, the United States and good, the central red , a regiment of fire, today's convenience, Proyin, the country's big 365, and so on. The overall business model and Tangju convenience store form no two. Simply put, that is, you are online, by the nearest physical store distribution door-to-door, according to the Beijing-east said is-the fastest 15 minutes to the door.

If this vision can be achieved, nature is good. But it is hard to say whether the reality can be realized. According to the statement from Jingdong, the 15 cities that enter the O2O system, excluding north, upper and Broad, are the less developed areas of electricity, because of underdevelopment, so Jingdong think the market opportunity is huge and think this O2O mode can open these cities "electricity merchant Gate". This is a bad remark, the fat cat looked carefully, enter the Beijing-East cooperation in the field of the city basically second-tier provincial capitals, Wenzhou, Dongguan, such as the economic frontier city, do not know is "imperial" thinking mischief, or how, how can Beijing east to the conclusion of these urban residents can pay for this model of the O2O?

With the last Fat Cat review "Jing Dong and Tangju convenience store" cooperation. For offline entity NET, logistics experience and logistics cost control has always been a challenge to the team.

In Chengdu, the largest chain of convenience stores in the process of red flag, logistics cost of the high, has been no solution to the problem. Although the red flag chain in Chengdu, the number of shops in more than 1000, in the community has basically reached a full range of coverage, the electric business platform has also launched a "59 Yuan package Mail", "Phone orders door-to-door" and other promotional initiatives, but at present the electric business is only a red flag chain of a complementary commercial form, far from becoming mainstream, The main reason is that logistics costs are too high.

The Beijing-East O2O solution is still not clear O2O distribution is to start the Beijing-East independent logistics system, or convenience store responsible for distribution, just said "as long as the convenience store in your neighborhood, enjoy the instant mobile version of ' Speed 15 points ' distribution is no longer a dream." "Obviously, if rely on Beijing-east Independent logistics, the cost is too big, not every region of convenience stores must match Jingdong logistics personnel?" Step back, if the convenience store to carry out distribution, so convenient distribution costs are bound to increase, who will pay? Not defined. Add convenience store shopping, basically is "necessities youyanjiangcu tea", the price of single goods is low, the logistics cost how to join, now all have not a definite saying. Ask, if the consumer buys a pack of instant noodles, the courier fee is 5 yuan, who will pay? It is an indisputable fact that second-tier city consumers are more sensitive to price than first-tier cities. It is too early to let consumers pay for the service experience.

Physical store net, fat cat always thought that through the technical level through different terminals and backstage, shorten the communication link, to ensure that users, merchants, the background of the three information flow real-time docking, perhaps Jing-dong did, but its logistics can be set up dispatching center, GPS tracking distribution staff location, and through the algorithm for personnel scheduling and path optimization, The future has yet to be resolved; At the same time, the continuous reduction of customer unit prices and the sale of large is the top priority, which can be diluted logistics costs, the future, you need to rely on the business back point and distribution costs to achieve break-even point, the two online advertising business should also open exploration.

After announcing the cooperation with Tencent, Jingdong launched its O2O strategy so quickly that it clearly showed its own strength and added a little to the process of its IPO. But the market is realistic, let the habit of shopping in convenience store white-collar workers and elder sister, aunt for a bottle of mineral water to catch a few Yuan express fee, no one is expected to pay. In the major cities rage "vegetables shop", we remember how they disappeared?

Markets do not believe in concepts, nor do they believe in tears.