o2o in fashion.docx
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o2o in fashion.docx
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o2oinfashion
O2OInFashion
O2OInFashion
AreTecentandAlibabacra-zy?
Theyarenowscramblingtoinviteyoutotaketaxiwiththeirmoney.
Inthepastseveralmonths,thetaxiindustrysuddenlybecamethespotlightofthesociety.TecentandAlibaba,theownersoftwolargestmobilepaymenttoolsinChina,threwover3billionyuaninthatbattlefield.
FromJanuary10,Didi-Dache(Didi),ataxicallingappinChina,begantorewardthetaxidriversandpassengers10yuanperpersoniftheymakethedealthroughWeChat.Atthesametimeitalsolaunchedacampaignwith10thousandfreeorders.Meanwhile,Didi-Dache’smajorcompetitorKuaidi-Dache(Kuaidi)decidedtorewardthetaxidriver15yuanandpassenger10yuaniftheyaccept/paythetaxifeesthroughAlipay.
DidiandKuaidarerespectivelysupportedbytheirshareholdersTencetandAlibaba.WeChatandAlipayarealsothetoolsofthetwocompanies(WeChatforTecentandAlipayforAlibaba).
AseniorexecutiveofKuaidisaidthattheinitiatestartupteamcamebackfromSilicon.AtfirsttheyjustwantedtofollowU.S.carcallingappUbertobuildasmallandconvenienttaxicallingapptosolvethedifficultiesincallingthetaxi.However,aftertheparticipationofAlibaba,thewarof“spendingmoneymassively”beganandeverythingchanged.
LuJunfromAlibaba’swirelessbusinessdepartmentwasappointedtotakechargeofKuaidiproject.Accordingtohim,itwasnotAlibaba’sinitiationtospendmoneymassively.InsideAlibaba,thiswasoriginallyasmallprojectatthecorner.Noonehadexpectedthatthesituationgotchangedsoquickly.Atthatmoment,DidiannounceditsattachmenttoWeChatandintegratedthecarcallingandpaymentservicestogetheralongwithattractiverewards.
TheopponenthasshownitstrumpandAlibabadecidednottostaysilent.LuJunsaid:
“They(WeChatandDidi)aretooquick.Wehavetotakeresponsivemeasures.Thisbecomesthelargestprojectinallindustriesweareinvolvedin.”
OnFebruary10,Didiloweredtherewardforeachdealfrom10yuanto5yuan,whichwasthoughttobetheendofthe“campaignofmassivelyspendingmoney”.However,oneweeklater,Kuaidithrewthestrategyof“rewardingoneyuanhigherthantheopponent”,pushingthebattleintoabottomlesspit.TheresultwasthatDidiincreasedtherewardto12-20yuanperorderwhileKuaidi,aspromised,increasedtherewardto13yuan. Aretheycrazytodoso?
Whatoneartharetheyplanningandcalculatingbehindthiscrazymoneyspending?
TheAmbitionofMoneySpending
Thegenerosityinspreadingthetaxicallingappsisthenewwaytoscrambleforcustomersfortheirpaymenttools.
ThedatashowsthattheusageofDidiandKuaidiincreaseddramaticsduringthepast.TheaforementionedseniorexecutiveofKuaidisaidthattherewereonlyaround1,000ordersgiventhroughKuaidieveryday.ButbyMarch4,theaveragedailynumberofordersinChinareached6million,aquarterofwhichwerepaidthroughAlipay.Inaddition,thedailynumberofordersforDidialsowitnessedimpressiveincreaseaswell?
fromJanuary10toFebruary9,thenumberofdealshit1.83millioneachday,700thousandofwhichwerepaidviaWeChat.
“Somepeopleevencalledataxijusttothemarkettobuysomefood,”Mr.Huang,ataxidriver,saidemotionally.“Thisisreallyahugespendingofmoney.Themoneyrewardedislargerthantheamountspent.”
ItisestimatedthatKuaidiandDidispentasmuchas3billionyuanonrewardsandspreadingforthiscampaign,whichwasunparalleledintheInternetindustryorevenChina.ButanITexpertsaidthatthisbehaviorwasnotbeyondthenormalbusinesslogisticsandevenpossessedagreatcostperformance.
HecomparedittothecommoncostofInternetcompaniesspentonattractingthetrafficvolume.Ittakes0.8-2yuantoconvinceausertodownloadanappintotheirsmartphonesortablets,andadditional8-15yuanisneededtohaveauseractivatetheappanduseitfrequently.Thebettertheappis,themorecostlyitisinspreading.Someofthemevencostusers30-60yuan.Inthatway,taxicallingappskeepthe“highquality”,allowingappdeveloperstoavoidunnecessaryexpenditureasmuchaspossible.
“Thismethodismoreeconomicalcomparedwiththetraditionalmethodofbuyingthetrafficvolumeandcangetbetterdata,”saidtheanalyst.
Moreimportantly,thebattleisfollowedbytheoverallstartoftheO2Ocontention,asthecompetitionspreadfromofflinetoonline.
OnFebruary28,MaYun,boardchairmanofAlibaba,saidinanemailtoAlibaba’semployeesthatitwastimetomovetothedataageaimingatboostingtheproductivity.“Theoveralldistributionfromthecloudtotheterminals,thestrategicfocusoncloud(cloudcomputingandbigdata),drivingthecloudwithwirelessterminalsandcoloringtheterminalswithcloudwillbethekeytothemobileInternetinthefuture. Atlast,MaYunusedaterminacardgame?
“Alibabaallinecommerce”,meaningthathiscompanyisgoingtobetthelastcoininthatfield.
Attheotherendofthegamblingtable,Tecentissittingwithcertaineasiness.Inthefirstfewmonthsof2014,TecentalmostgrabbedallthespotlightinChina’sInternetindustry.ItstartedtheRedBagcampaignatthebeginningoftheYearofHorse,inwhichTecentgotmillionsofuserstoattachtheirbankingcardstoWeChatthroughsending100yuantoeachuserasthegift.MaYuncomparedthistothe“AttackonthePearlHarbor”.Nowadays,Tecenthasthefunctionsofpayment,taxcalling,restaurantreviewandothersinitsWeChat,whichhasbeenupgradedfromacommunicationtooltoacompletemarketingtoolcoveringeveryfieldofpeople’slife.ItisalsoreportedthatWeChatisnowfocusedonthePOSsystemfortheofflinedealers,whichmightitslastweaponfortheO2Obattle.
Theyearof2014mightbecalledthe“YearofO2O”asTecentandAlibabaaresparingnoeffortsincontendingforonlineandofflinebusinesses.
InthemetrostationofShanghai,thelogosofWeChatandAlipayevenappearedonthesamevendor.The“hybrid”marksandtheinstructionstousethemcovertheentireexteriorbodyofthevendor.Visitorscominghereareusuallyconfusedatfirst.Theyjuststandinfrontofthemachinewiththeirsmartphonesinthehandbutknowingnothingaboutwhattodo.
AfterturningNovember11andDecember12into“shoppingfestivals”,Alibabahasbecomethemostcapablecompanyof“producingholidays”inChina.TheInternationalWomen’sDayonMarch8wasshiftedintotheLivingDayforGirlsinitscalendar.Watchingamoviewith3.8yuan,havingadinnerwith3.8yuan…thesecharmingsalespromotionalcampaignsattractedenoughusers.TheylockedthescreensofsmartphoneslightwiththewebpageofTaobao,hopingtofindthediscountedproductstheylike,andthenpaidforwhattheybuythroughthemobileAlipay.SuchalivingmethodispenetratingintotheeverydaylifeofChinesepeople.
The16thfloorofAlipay’sheadquarterbuildinghasa15-meterlonghugescreeninstalledontothewalloppositetheelevators.Thedatashownonthescreenreportsthedealsindifferentprovinces,whichisupdatedonaminutebasis.Thefirstlineofthedatarightlytellsthenumberofuserspaidthroughtheirmobilephones.
Alipay’sdreamof“eliminatingthecash”seemsclosetobeingrealized.Fromgoingoutbytaxi,havingdinnerintherestaurant,shoppinginsuper-markets,tocheckinginhotelscanbefinishedthroughthemobileInternet.AllPR,marketingandofflineexpansionstaffofAlibabaarenowusedtoaddingthat“IalmosttakenocasheswhenIgoout”infrontofthemedia. ButAlibabaisnotthesoledreamer,Tecent,withitsWeChat,alsohasthesamedream.
Intheprocessof“eliminatingthecash”,theconsumerdatagainedfromthemobileterminalsisgoingtoplayamoreimportantroleinthefuture.
YintaiDepartmentStorejustfoundthenewcontinentintheuserdata.Theyfoundthat90%ofitsmillionsofusershavebeenregisteredinTaobao.Throughtheanalysis,thesepeople’sconsumptionhabitsandconsumerbehaviorsareeasytobegained.Onlineretailersandofflinevendorsarenolongerthe“archenemies”toeachother.Thecooperationextendstocatering,retailingandentertainmentandincreasesthepossibilityofthemoreaccuratetargetingservice.
Forexample,whenaconsumerentersashoppingmallwithWiFi,theoperatorsimmediatelyknowwhohe/sheisandsendselectedrecommendationlistforhim/her.“Theapplicationofbigdatahassuchvastscenesandmethodsandstillleaveagreatspaceforimagination,”saidYiFangattheO2OdepartmentofAlibaba.
InthefirstyearofO2Oage,theblueprintisjustunfolded.
ScramblingfortheAccess
Theunfoldingoftheblueprintalsostartedwithanonslaught,whichisstillinitiatedbyTecent.
Atthebeginningof2014,Alibabacouldeasilysensethefuriousattackatitsstronghold:
WeChatwieldedtheweaponof“RedBag”andrelentlesslyattackedthefieldofmobilepayment.
AccordingtothedatafromTecent’sPRdepartment,fromtheNewYearEvetotheeighthdayofthefirstlunarmonthofYearofHorse,over8millionusersjoinedintheeventof“takingRedBags”.Theytogetherclaimed40millionRedBags,or4-5perperson.SincethemoneycontainedinthesebagscouldonlydepositedintotheWeChataccountswithboundbankingcards,TecenteasilygotmillionsofbankcardsattachedtoWeChatwithineightdays.Undoubtedly,TecentgotthejobthattookAlibabaseveralyearsdoneinaweekwithextremelylowcost.
ThismoveforcedtheseniorexecutivesofAlibabatoendtheirholidayinadvanceandreturntotheofficetodiscussaboutthestrategies.
“WeCha
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