o2o in fashion.docx

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