A Case Study of O2O E-commerce and Shopping Center: What is the Enlightenment for Commercial Real Estate?

O2O is Online to Offline, which combines offline business opportunities with the Internet, making the Internet the front desk for offline transactions. Through the Internet, idle resources offline (especially local businesses) are aggregated, and consumers screen payment online and then spend offline.

Development of O2O:

According to the data of consumer research institutions, in 20 13 years, the proportion of fast-moving consumer goods purchased from e-commerce channels in China reached 30%, an increase of 12% compared with 201year, and the penetration rate of first-tier cities was as high as 46%. When the physical retail industry is strongly impacted by e-commerce, O2O transformation becomes a necessary change. As a whole, the retail industry combining e-commerce and physical development will be divided into many local life service fields, including catering, movies, hotels, shopping and so on. It is also another trillion-level market after relay companies recognized in the industry. In the past year, all retail brands have increased their efforts in the O2O field, 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 Express started its O2O trip-hacker convenience store. The most eye-catching news is the recent hot news "Teng Million Join Hands with O2O", which pushed the word O2O e-commerce to the hottest list.

Opportunities brought by e-commerce O2O to commercial real estate

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

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

3. Meet the needs of customers for shopping and information acquisition, and increase the viscosity of customers.

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 great challenge to the offline ability of enterprises.

2. The key point from online to offline is that the platform attracts consumers online, but the services or products that are actually consumed must be experienced by consumers offline, which puts higher demands on 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 and offline can really develop.

4. If online and offline attract 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: "The purpose of Suning O2O is to form a unified standard of online and offline' goods, prices, promotions, payment and services' with the combination of online and offline' stores+e-commerce+retail service providers'."

Advantage Analysis of Suning O2O

1, Suning combined with its own B2C platform Suning.cn, so that Suning has enough experience and skills in building its own O2O platform.

2. Suning implements the full integration of online and offline members. Hundreds of millions of members have accelerated the consumption development of Suning's dual channels and expanded the leading model of Suning O2O.

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

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

5. Suning has perfect after-sales service system.

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

7. The coverage of Suning's physical stores in cities below the third tier is far from excellent.

Problems faced by Suning O2O

1, online and offline same price strategy. (retaining members increases stickiness and offline operating costs increase. )

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

3. Accurate positioning of the stores under Suning Line. (Can achieve high returns)

4. Layout of own brand. (Overture to improve profit rate with consumption)

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

Main achievements of Suning O2O promotion

June 20 13, online and offline prices are the same.

Suning launched the first O2O Shopping Festival during the Double Eleven in 20 13, and opened the Suning.cn platform in the same year.

In 20 14, Suning launched Suning Hi Store, the first O2O experience store in Suning, aiming to open up three core experiences: online and offline trading, game interaction and service rest.

Suning O2O not only pays attention to experience, but also pays attention to big data. Hi Store should undertake the important task of opening up the membership systems of platforms such as Suning Plaza, Suning.cn, Suning Appliance, Red Kids and PPTV.

20 14 10 transfers its1/store for not less than 4 billion yuan.

Li Bin, Vice President of Suning Shang Yun Operation Headquarters in the 2nd O2O Shopping Festival, was appointed as the first Chief Surprise Officer (CSO) in Suning.cn.

Zhang, chairman of Suning, recently mentioned that O2O made Suning take off the traditional retail hat, which shows that Suning attaches importance to O2O.

Suning's important layout was actually completed in 20 13, such as investing in video site PPTV and buying group buying websites. 20 14 is Suning's strategic implementation year. 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 function of Suning platform to serve consumers.

The Future Development of O2O in Suning.cn

Format the storefront and transplant the Internet to the storefront.

Virtual reality sampling-open interactive shopping guide-two-line operation integration-improving life experience

Format the storefront and transplant the Internet to the storefront.

Virtual reality sampling

Open the interactive shopping guide

Integrated two-wire operation

Enhance the life experience

Analysis of Cooperation among Wanda, Tencent and Baidu in O2O Field

O2O concept: upgrade the value of physical property from the online to offline of housing enterprises +BAT, and take the offline large-scale physical platform as the entrance. Establish a big point and big data alliance with service as the core.

Advantage Analysis of Wanteng O2O

1 to promote the accuracy of supply and demand.

2. Enhance the interest in the experience.

3. Promote the solution of pain points

4. Promote the establishment of O2O data alliance.

Analysis on the disadvantage of Teng Million O2O

1, the direction of cooperation is not clear.

2. The organizational ability is mismatched and there is a lack of diversified business genes.

3. Lack of dynamic support, organizational change needs a strong dynamic system.

Wanteng O2O Main Cooperation Agreement

1. Wanda e-commerce plans to jointly contribute 5 billion yuan, of which Wanda holds 70% and Baidu Tencent holds 15%. In the future, the total investment of Wanda e-commerce will reach 20 billion yuan, and new investors will be introduced.

2. Wan Teng will open up its account and membership system, create payment and Internet products, establish a general integration alliance, and cooperate in many aspects such as big data integration, Wi-Fi enjoyment, product integration and traffic introduction to form a resource advantage alliance.

3. Wan Teng has a clear division of labor according to their respective advantages. Wanda provides all the resources of offline wanda plaza, Baidu gives full play to the advantages of online traffic and data analysis, and Tencent relies on its own advantages in instant messaging to open online member accounts and offline.

How is Tengyi's O2O progress at this stage?

1, 20 14, 12, Kuaiqian merged into the company, and Wanda e-commerce finally spliced the last short board to realize the closed loop of Wanda e-commerce. Quick money not only brings a mature and perfect payment platform for Wanda E-commerce, but also brings consumer big data accumulated by years of operation and more than 200 domestic and foreign financial cooperation institutions, which can provide important support for its future big membership system and development.

2.2065438+On October 4th, 2005165438, two overseas Internet investment funds, Ke Sheng Co., Ltd. and Hongkong Ren Xude Road E-commerce Investment Co., Ltd., invested 65438 billion yuan to acquire 5% shares of Wanda E-commerce. In addition, Wanda e-commerce will launch the second round of fundraising in the fourth quarter of 20 15.

3. Other businesses are being carried out in an orderly manner, the layout of free WiFi has been completed, beacon technology has been piloted, the construction of big data center has been started, and dozens of O2O service software are under development. It is estimated that Wanda E-commerce will be fully operational in the fourth quarter of 20 15.

Ten million cooperation Wanda e-commerce future development

1, online drainage to offline.

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

3. Use Internet resources to open up the upstream and downstream of the entire industrial chain.

4. Both fluidity and viscosity.

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

Analysis of Cooperation between Alibaba and Yintai O2O

O2O concept: Ali centralized drainage, and then distributed to regional distributors and agents, unified orders, forming an online to offline. At the same time, the two sides will integrate superior resources, build an online and offline future commercial infrastructure system, open to the society, and promote the integration of physical commerce and Internet economy.

Ali O2O strategic highlights

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

Transformation: Group Buying, Alipay and Taodiandian

Offline: The channels are concentrated in the core offline business center like Yintai.

Layout: Closed-loop trading is the core.

Alibaba's O2O concept

1, e-commerce

2. Decentralization.

3. Taiwan Province.

4. Fan Qiangzi.

5. War.

6. Judge the trend.

7. authorization.

Yintai's O2O Ideas

1, full-court Wi-Fi laying.

2. Establish an O2O entity boutique.

3. Enjoy online and offline customer resources.

4. Launch Yintaibao to realize payment linkage.

Ali Yintai O2O Future Development

1. Through the cooperation with ABN, Yintai will be turned into a brand-new platform combining virtual economy with 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 full interoperability between online and offline through payment, so that consumers can get better payment methods. At the same time, through this intercommunication, we can know exactly what kind of consumption consumers made when and where. And the precipitation of such data can finally become the basis of big data.

3. Yintai has 7 million commodity warehouses and has been serving Yintai members 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 relies on the entity Suning Appliance Store to develop Suning.cn, from offline to online, and finally through online feedback, with a perfect offline sales system, unified online and offline standards and streamlined management. Similar to Suning, there is Gome.

Teng Million: Two Internet giants and commercial real estate giants, no matter their big data or big members, are still a concept. Specific implementation takes time, and the cooperation modes of the three giants have their own characteristics, but e-commerce is the shortcoming of the three showstopper. Their O2O needs time to test. A Yin: The cooperation between Ali and Yintai is an online e-commerce giant and a department store chain giant. Their cooperation not only produced great effects, but also made some 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 all have certain reference significance.

Analysis of 020 Traditional Commercial Real Estate

With the rapid development of Internet technology and e-commerce, the concept of O2O has become popular in the industry. Shopping centers (theme 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, when they really start to do it, there are major problems.

The main purpose of building O2O in physical shopping centers

1, open source: let the shopping center get more customers;

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

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

4. Diffusion: online diffusion of offline resources.

Problems in the development of traditional commercial real estate O2O

The cost of self-built platform is not small. Take Wanda as an example. Every wanda plaza invested 20 million yuan, which was the result of diluting its 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 an unavoidable problem for businesses. 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 that operates public accounts full-time. 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 includes not only marketing, but also services.

Shopping centers are full of interest in the concept of "big data" under O2O, but there are still obstacles in collecting consumer information for shopping centers with non-unified cashier. For example, how satisfied were you when you left the store? If there is an evaluation system, merchants can conduct secondary marketing and recommendation for shopping traces and browsing traces when going to online shopping malls; 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 merchants in time.

Case Analysis and Summary of E-commerce O2O and Physical Shopping Center

O2O is a part of e-commerce and the development direction of e-commerce in the future. O2O 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 grew slowly or even declined, and more and more traditional commercial shopping centers began to try O2O transformation. However, the Internet giant is only an initial attempt of O2O.

At present, O2O is still a unified concept. How to combine specific cases, sum up their own development strategies, form differentiated competition with giants and reduce operating costs is the main development trend of O2O in the future.