what is O2O?

O2O is Online to Offline, which combines offline business opportunities with the Internet, making the Internet the foreground of offline transactions. Through the Internet, idle resources under the line (especially local merchants) are aggregated, and consumers screen and pay online, and then spend offline.

development of O2O:

according to the data of consumer research institutions, the proportion of domestic purchases of FMCG products from e-commerce channels reached 3% in 213, which was 12% higher than that in 211, and the penetration rate of first-tier cities was as high as 46%. When the physical retail industry was strongly impacted by e-commerce, the transformation of o2o became a necessary change, and the retail industry combining e-commerce and physical development would be a new force with momentum in the future. On the whole, the O2O market is divided into many local life service fields, including catering, movies, hotels, shopping, etc., and it is also recognized by the industry as another trillion-dollar market after e-commerce. In the past year, all retail brands have increased their efforts in the field of O2O, and catering hotels have cooperated with Baidu map open platform; Intime Department Store and Ali jointly tried Alipay wallet offline experience; Enterprises such as Wangfujing Department Store and Haidilao also tried Tencent WeChat payment for cooperation. Even the logistics giant SF has started the O2O trip-hacker convenience store. The most eye-catching news is the recent popular news of "Teng Million Joining hands with O2O", which has pushed the word O2O e-commerce to the hottest ranking.

Opportunities for e-commerce O2O to commercial real estate

1. Strengthening Internet genes in physical businesses can expand the marketing investment promotion effect and gain more potential customers.

2. Continue to gather popularity, and introduce online customers offline.

3. satisfy customers' shopping, information acquisition and other needs, and enhance customer viscosity.

the challenge of e-commerce O2O to commercial real estate

1. online to offline is not a simple internet model, and the implementation of this model is a big challenge to the offline ability of enterprises.

2. The key point of online to offline is that the platform attracts consumers online, but the services or products that are really consumed must be experienced offline by consumers, which puts forward higher requirements for offline services.

3. Therefore, how to ensure the symmetry between online information and offline merchant services will become a key node to challenge whether online to offline can really develop.

4. If online to offline attracts consumers with price advantage, it is also a difficult problem for merchants to weigh the difference between online and offline prices, and at the same time ensure the interests of both consumers, or pay more attention to which consumer can attract the largest passenger flow.

typical O2O case analysis

Suning.cn O2O analysis

O2O concept: "Suning's O2O aims to form a unified standard of online and offline" goods, price, promotion, payment and service "with Internet retailing as the main body and" online to offline combining stores+e-commerce+retail service providers ". "

Analysis of advantages of Suning O2O

1. Suning combines its own B2C platform Suning.cn, which gives Suning sufficient experience and skills in building its own O2O platform.

2. Suning has fully integrated online and offline members, and hundreds of millions of members have accelerated the consumption development of Suning's dual channels and expanded the leading model of Suning's O2O.

3. Suning has a powerful ERP system to realize unified management of finance and warehousing.

4. Suning has developed a third-party payment tool called Yifubao.

5. Suning has a perfect after-sales service system.

6. Suning is a retail giant, and it has strong bargaining power for joint brands.

7. The layout of Suning's physical stores in cities below the third tier is far superior

Problems faced by Suning O2O

1. Online and offline pricing strategies. (retaining members increases stickiness and offline operating costs increase. )

2. Online and offline differentiated operations or complementary operations. There is no clear solution. )

3. Accurate positioning of the stores under Suning Line. (high return can be achieved)

4. Layout of private brands. (in line with the overture of consumption to improve the profit rate)

5. Scan the code in the store to place an order. (Avoiding policy risks)

Major achievements of Suning O2O

In June p>213, the online and offline prices were the same.

In p>213, Suning launched the first O2O Shopping Festival during the Double Eleven, and opened the Suning.cn platform in the same year.

in p>214, Suning launched Suning's first O2O experience store-Suning Hi Store, which aims to open up three core experiences: online and offline trading, game interaction and service rest.

the focus of Suning O2O is not only the experience, but also the important task of opening up the membership system of Suning Plaza, Suning.cn, Suning Appliance, Red Kids, PPTV and other platforms in terms of big data.

in October p>214, it transferred its 11 stores for no less than 4 billion yuan

Li Bin, vice president of Suning Yunshang Operation Headquarters of the 2nd O2O Shopping Festival, was appointed as the first Chief Surprise Officer (CSO) in Suning.cn

Zhang Jindong, chairman of Suning Yunshang, recently mentioned that O2O asked Suning to take off the traditional retail hat, which shows Suning's importance to O2O.

The important layout of Suning was actually completed in 213, such as investing in video website PPTV and purchasing group buying website Manzou. 214 is the strategic implementation year of Suning. At the beginning of the year, the online e-commerce operation headquarters and the offline chain platform operation headquarters were merged into a large operation headquarters, which unified the functions of Suning platform for consumer service.

the future development of Suning.cn O2O

format and transform the storefront and transplant the internet into the storefront

sample virtual reality-open interactive shopping guide-integrate two-line operation-enhance life experience

format and transform the storefront. Transplanting the Internet into the storefront

Virtual reality sampling

Open interactive shopping guide

Integrating two-line operation

Enhancing life experience

O2O analysis of cooperation between Wanda, Tencent and Baidu

O2O concept: upgrading the value of physical property across the board with the online to offline of housing enterprises +BAT as the entrance and the offline large-scale physical platform. Establish big points and big data alliances, focusing on services.

analysis of the advantages of Tengwan O2O

1. Promoting the accuracy of supply and demand

2. Promoting the interest of experience

3. Promoting the solution of pain points

4. Promoting the establishment of O2O data alliance

Analysis of the disadvantages of Tengwan O2O

1. The direction of cooperation is not clear.

2. Mismatched organizational ability lacks diversified business genes.

3. Without motivation support, organizational transformation needs a powerful motivation system.

Main cooperation agreement of Tengwan O2O

1. Wanda E-commerce plans to invest RMB 5 billion together, of which Wanda holds 7% and Baidu Tencent each holds 15% shares. In the future, the total investment of Wanda E-commerce will reach RMB 2 billion, and new investors will be introduced.

2. Teng Million will open up the account and membership system, create payment and Internet products, establish a general integration alliance, big data integration, WI-FI*** enjoyment, product integration, traffic introduction and other aspects of cooperation, and form a resource advantage alliance.

3. Tengwan has a clear division of labor based on its respective advantages. Wanda provides all resources of offline wanda plaza, Baidu takes advantage of its online traffic and data analysis, and Tencent relies on its own instant messaging advantages to open online member accounts and offline ones.

Teng Million O2O's progress at this stage

1. In December 214, Quick Money was incorporated into its subsidiary, and Wanda E-commerce finally spliced the last short board to realize the closed loop of Wanda E-commerce O2O. Quick money not only brings a mature and perfect payment platform to Wanda E-commerce, but also brings consumer big data accumulated by years of operation and more than 2 domestic and foreign financial cooperation institutions, which can provide important support for its future big member system and development.

2. On January 4th, 215, two overseas Internet investment funds, Shengke Co., Ltd. and Hong Kong Xuderendao E-commerce Investment Co., Ltd., invested 1 billion yuan and acquired 5% shares in Wanda E-commerce. In addition, Wanda E-commerce will launch the second round of fundraising in the fourth quarter of 215.

3. Other businesses are being carried out in an orderly manner. The free WiFi layout has been completed, the beacon technology has been piloted, the construction of the big data center has started, and dozens of O2O service software are under development. It is expected that Wanda E-commerce will be fully operational in the fourth quarter of 215.

the future development of Wanda e-commerce in cooperation with Tengwan

1. Drainage from online to offline.

2. Integrate the existing resources of Wanda, Baidu and Tencent online and offline.

3. use internet resources to open up the whole upstream and downstream of the industrial chain.

4. Give consideration to both flow and viscosity.

5. Have real Internet thinking: Wanda e-commerce sells services.

Alibaba and Intime cooperate in O2O analysis

O2O concept: Ali concentrates on drainage, and then distributes it to distributors and agents in various regions, unifying orders and forming an online to offline online to offline. At the same time, the two sides will integrate superior resources, construct an online and offline future commercial infrastructure system, open to the society, and promote the integration of physical commerce and Internet economy.

highlights of Ali's O2O strategy

Drainage: Taobao Life, Tintin, Gaode Map, Sina Weibo, Momo

Transformation: Group purchase, Alipay, Taodiandian

Offline: Channels are concentrated in the core offline business center like Yintai

Layout: closed-loop transaction is the core

Alibaba's O2O ideas

1. Electronic business.

3. Taiwanization.

4, vermicelli hadron.

5, the war.

6. Judging the trend.

7. Empower.

Yintai's O2O ideas

1. Wi-Fi laying in the whole venue.

2. set up an O2O entity boutique.

3. Enjoy online and offline customer resources.

4. launch yintaibao to realize payment linkage.

the future development of Ali Yintai O2O

1. Through the cooperation of Arab Bank, Yintai will be turned into a brand-new platform combining virtual economy and real economy, which will not only contribute to the upgrading of Yintai, but also contribute to the upgrading of modern commerce in China.

2. On the basis of getting through members, explore the complete online and offline interoperability of payment, so that consumers can get better payment methods. At the same time, through this kind of intercommunication, we can know exactly what kind of consumption consumers made at what time and place. And the precipitation of such a kind of data can eventually become the basis of big data.

3. Yintai has 7 million commodity warehouses, which have been serving the vast number of members of Yintai for many years. Through the cooperation of Ayin, Yintai's 7 million commodity warehouses can serve consumers on the Internet.

Analysis and summary of several typical cases

Horizontal comparison of several typical models

Suning.cn: Suning developed Suning.cn based on the physical Suning Appliance Store, from offline to online, and finally through online feedback, a perfect offline sales system, unified online and offline standards, and streamlined management. Similar to Suning, there is Gome.

Teng Million: Two Internet giants have joined forces with commercial real estate giants. No matter their big data or big members, it is still a concept. It takes time to implement it, and the cooperation mode of the three giants is unique. However, e-commerce is the short board of the three spoilers, and their O2O needs to be tested by time. A Yin: The cooperation between Ali and Yintai is an online e-commerce giant and a department store chain giant. Their cooperation not only has a giant effect, but also has made certain achievements. The laying of free WIFI, the development of Yintai Bao, the sharp increase of Yintai department store members and the growth of Yintai's sales performance have certain reference significance.

2 analysis of traditional commercial real estate

With the rapid development of Internet technology and e-commerce, the concept of O2O became popular in the industry instantly. Shopping centers (thematic reading) all over the country have also begun to explore, hoping to attract people's traffic and improve their performance through O2O. However, although the idea is good, there are major problems when they really start to do it.

The main purpose of building O2O in physical shopping centers

1. Open source: let shopping centers get more customers;

2. measurement: pay attention to the changes of user data in real time through measurement;

3. guidance: guide and accumulate deep high-consumption groups;

4. diffusion: offline resources are diffused online.

Problems in the development of traditional commercial real estate O2O

The cost of building a self-built platform is not small. Taking Wanda as an example, the investment of each wanda plaza is 2 million yuan, which is still the result of diluting the volume. An insider pointed out that "high cost" is one of the main reasons why businesses are holding back. In the view of traditional business, O2O still tends to be conceptual, and no one dares to invest too much in it, and it is still in the experimental stage.

even if a platform for direct communication with consumers is built, how to operate it is a difficult problem that businesses can't avoid. Operators of traditional businesses often feel overwhelmed when they enter the Internet field, so businesses have to spend huge sums of money to hire professionals, such as a team dedicated to operating public accounts. However, even the professional operation team has to admit that it will take some time to cultivate the emerging model, the membership activity needs to be continuously improved, and businesses expect to establish a good interactive relationship with consumption. O2O contains not only marketing but also services.

Shopping centers are interested in the concept of "big data" under O2O, but for shopping centers with non-unified cashier, there are still obstacles in collecting consumer information. For example, how satisfied are you when you leave the store? If there is an evaluation system, shopping traces and browsing traces when going to online shopping malls, merchants can conduct secondary marketing and recommendation; However, in offline business, there is no such means. Many members or ordinary consumers may not have the opportunity to feedback their consumption needs and consumption records to offline businesses in time.

case analysis summary of e-commerce O2O and physical shopping center

O2O is a part of e-commerce and the future development direction of e-commerce, and it will make important contributions in data, drainage and overall planning.

at the same time, due to the impact of e-commerce, the performance of traditional shopping centers is slow or even declining, and more and more traditional commercial shopping centers are beginning to try O2O transformation. However, the Internet giants are only making a preliminary attempt on O2O.

at present, O2O is still a unified concept. how to combine specific cases, sum up the development strategy of O2O that suits you, form differentiated competition with giants and reduce operating costs is the main development trend of O2O in the future.