E-commerce model battle: Who has the advantage of Tmall vs. Wanda?

(News from China E-commerce Research Center) The O2O model, based on the shift of e-commerce from PC to mobile, has become abnormal among the many entrants, especially the participation of online and offline giants.

Mode 1: online to offline

Mode 1: online to offline

This mode Lynx most typical.
With a huge online brand influence and a daily transaction volume of 35.
019 billion yuan created by "Double 11" last year, it began to extend its tentacles offline, fully launching the O2O strategy, and trying to leverage a large number of offline community stores through online transactions Resources.
Lynx design business model, the franchisee community to pay offline Lynx 1980 yuan for the purchase of online traffic resources, Lynx provides a diversion for the next line franchisees, franchisees can that Lynx online shopping population provided from mentioning service.
After completing the franchise procedures, offline stores will be connected to a unified logo, such as a light box with the words "Tmall Pickup Point" or "Tmall Franchise Store".
At present, this model has been launched in more than 20 cities including Beijing, Shanghai, Dongguan, Jiaxing, Wuhan, Hangzhou, and nearly 3,000 convenience stores and community properties.

Tmall Tmall Online Shopping

Since physical online cargo packages occupy the store’s business area and human resources, which are already precious and valuable, in order to compensate for the consumption of resources, franchised stores will seek ways to compensate.
Since the franchise store cannot charge storage fees from terminal online shoppers within 5 days , it can only charge storage fees from the courier company.
However, Tmall will not allow each franchise store to negotiate with each courier company separately , but negotiate with each courier company in the form of a package agent, and then package and sell it to the franchise store at a tiered price.
With the help of franchised stores to mention resources, Tmall will have a very strong negotiation ability with express companies.
Of course, courier companies will not play according to the game developed by Tmall.
They will compare the economic and political benefits of self-built physical online cargo terminal pick-up points, home delivery, and unified use of Tmall pick-up points.
trade off.
Tmall is unable and impossible to force the courier company to put physical online goods into the self-pick-up point of the terminal franchise community store built by it.

Net goods online shopping express express net goods

　　Since the number of people arriving at the community store is directly affected by the number of packages willing to put the package into the community store, it is possible that the number of packages arriving at the franchise store every day is rare, and the number of people who enter the store to pick up packages is also rare, and the purpose of the package picker is very clear.
Parcels, not shopping, so it is difficult or less to produce impulsive or relevance shopping in community stores.
It will be difficult for the arrival rate to be converted into the actual shopping rate, let alone the customer unit price.
Since physical online cargo parcels occupy the franchise store’s business area, franchise stores will have to reduce rather than increase the number of SKUs in the store, so the choice of products for shoppers is compressed, which in turn affects consumers’ actual purchases.

　　What Tmall gives offline community franchisees is only a theoretical online traffic resource, rather than actual store visits, store conversion rate, and occupy the store operating resources of the community franchise stores.
It requires the prominent location of offline stores to mark “Tmall not only does not pay for storage and promotion costs, but also requires community franchised stores to pay 1,980 yuan to purchase franchise qualifications.
It is estimated that not many people are willing to buy such a business.
.
In short, the key value of the Tmall O2O model is to bring online traffic offline, and the actual effect is the same as the above analysis.
It cannot bring more economic benefits to community stores, but to help Tmall promote and advertise.
Can not achieve a true win-win situation.
This O2O path will not be long.

　　The breakthrough of physical commodity community store O2O lies in the optimization and efficiency improvement of the supply chain of manufacturers and first-level wholesalers and scattered community stores.
At present, software companies have developed corporate OA, ERP and CRM systems and LBS community store geography.
Location-visualization software can be combined with online and offline channels such as Taobao platform, JD platform, self-built mall, WeChat store, and other online and offline channels for customer pick-up and distribution, data integration, and the collaborative application of the Internet and e-commerce in the production and sales chain.
O2O should be the way.

　　Mode 2: Offline to online

　　Mode 2: Offline to online

　　This model is most typical of Wanda.
Since the company leader Wang Jianlin put forward e-commerce as a strategic decision for Wanda to transform and upgrade in the Internet era, e-commerce has been identified as another pillar industry after the four pillar industries.

　　Wanda, eager to make achievements in the pillar industry of e-commerce, not only announced a huge investment of 5 billion yuan, but also dug out e-commerce elite talents and tried the currently known e-commerce model basically.
First, Wanhui.
com, an e-commerce platform based on the B2C model, was launched in early 2013.
However, this platform does not support online physical purchase transactions, and to a large extent only serves as an offline shopping guide platform for Wanda supermarkets and department stores.
.
Since Wanda is a commercial real estate developer and is not familiar with the operation of supermarkets and department stores, Wanda's layout basically failed in the areas of supermarkets and department stores.
Data shows that Wanda Department Store’s revenue in 2013 only completed 91% of the adjusted plan, and its net profit increased by 7%.
This is the first time in the history of Wanda Department Store that it has not completed its profit plan, and it is also the only company in the group that has failed to complete its targets.
It can be seen that Wanhui.
com has not fulfilled the task of diversion for supermarkets and department stores to improve operating performance.

　　Due to the impractical transaction process positioned on B2C Wanhui.
com, it is more like an O2O model.
Taking advantage of the popularity of O2O, Wanda announced in a high profile that it will adopt an O2O e-commerce business model that is more advanced than B2C and more suitable for the actual enterprise.
.
Different from e-commerce in the traditional sense of the Internet, O2O and e-commerce based on the O2O model, in addition to goods, put more emphasis on services.
For Internet companies, the disadvantage of large-scale O2O platforms lies in their offline service capabilities.
In addition to providing a platform to solve B2C or C2C communication, services based on the B2C process are more critical.
O2O e-commerce not only provides cold express delivery, but also integrates the socialization that the Internet has been advocating into offline.
Based on Wanda's own advantages and resources, O2O is indeed the best choice for Wanda e-commerce.

　　As the core solution of the O2O e-commerce business model, Wang Jianlin, the leader of the enterprise, proposed the latest all-in-one card, that is, this card can be used in Wanda Plazas, hotels, resorts, and houses nationwide.
There are discounts , points, lucky draws, Value-added services, etc.
This seems to be no different from the membership discount card of any commercial group .

Discount Discount

　　The essence of the all-in-one card is the identification of consumer customers (used for discount settings at all levels or points rebates) and payment.
In the face of physical cards, mobile commerce and payment apps represented by smart phones and wearable devices are used in commerce.
With large-scale successful applications, physical cards such as membership card, bus card, city card, hospital card, campus card and other physical cards are gradually withdrawing from the market, especially when scanning QR code payment, sonic payment, shake payment, and even higher " "KungFu" (KungFu) (is a brand new payment method launched by Alipay in 2014.
By scanning the authorization and setting the limit, you can give any physical value and use the physical payment).
Whether it is the convenience of carrying, the security of payment, or the efficiency, new customer identification and payment technologies are more than one card.
This may indicate that Wang Jianlin, who has been running a physical enterprise, is really not familiar with the real e-commerce field.

Discount Alipay

　　The real O2O application field is in the transaction of non-physical service commodities, rather than the transaction of physical commodities, because the toocle.
com/" target="_blank" style="text-decoration: none;">search and price comparison efficiency of e-commerce platforms , SKU, mechanism-based integrity protection, and logistics speed have made online shopping Offline physical shopping has incomparable advantages, so O2O focuses on non-physical service commodity transactions, and this is the direction of Wanda O2O, which has advantages in resources such as hotels, culture and entertainment, and catering.
Just as in August this year, the train ticket booking APP High-speed Rail Butler and eLong Travel.
com announced that they have formally reached a strategic cooperation: eLong Travel.
com has obtained the right to operate the high-speed rail Butler Hotel Channel and promised to open up all domestic contracted hotel inventory and give maximum price concessions .
stand by.
The rapid expansion of domestic high-speed rail lines in recent years has made mobile train ticket booking another strategic traffic entry for the online travel market.
Data shows that the high-speed rail butler is currently the largest train ticket app in China, with more than 100,000 daily payment orders.
Users have high travel frequency and mobile payment habits, which make the high-speed rail butler have good traffic value.
This is a consumer with a strong correlation between travel and housing, and cooperation between the two parties will definitely achieve mutual growth and win-win results.

toocle.
com/" target="_blank" style="text-decoration: none;">Search logistics elong elong offers

　　According to the logic of consumers’ daily work and life behaviors related to eating, housing, transportation, playing, and shopping, Wanda O2O should further strengthen the docking and integration of hotel, cultural and entertainment, catering and other resource advantages with external online resources, rather than Make a fuss on the integration of its own internal resources.
At the same time, in the display of non-physical service products, the use of the most advanced Internet camera technology in Wanda Real Estate enables consumers to share dynamic images to friends’ mobile terminals or social networking sites in real time.
The effect is far greater than that of the past with pictures and texts.
The sharing method of the display method can also realize real-time management and control of the service site by the manager.

　　The Internet is just a tool.
Only by fully understanding and using it can it bring tangible performance to enterprises, not just making O2O a slogan or a false label with little actual value.
Guangxi Ba Ba Network Technology Co.
, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.
Station, comprehensive coverage of Guangxi.
Join Chuan Xiu.
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If you want to know more information, please pay attention to the WeChat public account: Origin Show.    

 
Guangxi Ba Ba Network Technology Co.

, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.
Station, comprehensive coverage of Guangxi.
Join Chuan Xiu.
com, combine the website with WeChat, easily access the mobile Internet, and control the first business opportunity from time to time.
Guangxi Ba Ba Network Technology Co.
, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.
Station, comprehensive coverage of Guangxi.
Join Chuan Xiu.
com, combine the website with WeChat, easily access the mobile Internet, and control the first business opportunity from time to time.

If you want to know more information, please pay attention to the WeChat public account: Origin Show.