Traditional Business Tycoons Seek Pformation And Attach Importance To O2O Field

For the traditional business tycoons, it is inevitable to expand new consumption scenarios in the case of low growth in 3C, clothing and other large consumer sectors. This includes the entry of traditional business tycoons to cross-border e-commerce, O2O and Internet providers.

先谈跨境电商，虽然巨头们这一年来美国馆、欧洲馆、澳洲管等建了不少，但跨境电商的消费品类更多是对传统电商的补充，满足了消费者“猎奇’的心态，且受制于物流、价格等因素，其并没有形成稳定而长期的消费群体;再谈O2O，阿里巴巴重建口碑、京东推出京东到家，这都表明传统电商巨头对O2O领域的重视，但美团、58等具有天生O2O烙印的公司已经建立起了相当深厚的护城河，阿里、京东在O2O领域占有一席之地可以，但像传统电商般近似垄断几无可能;而反观互联网商超，这个市场规模及消费频次远高于3C、服装消费的领域之前并没有特别重量级的玩家，且其对物流、资金等要求极高，所以自然就成了巨头的新猎物，称之为电商第二战场并不为过。

Ali launched the Tmall supermarket in 2012 to enter the super field of the Internet business, but at that time it remained a supplement to the commodity category as a link of the platform strategy. The official did not pay much attention to it. For example, as a fast selling product, the business super logistics still needs several days to deliver goods as well as other commodities on Taobao platform.

It also expanded the category of fast moving products very early, and maintained its leading position with its consistent advantages in logistics.

In the past year, the two have new moves. Ali tried to make up for the short board in the logistics through the linkage with the rookie network. The rookie was once criticized for being crazy to take the land. At the same time, Tmall supermarket also adopted the self run mode to control the product control.

Jingdong, in addition to continuing its advantages in self run and logistics, has integrated O2O and Shang Chao through Jingdong at the mobile end, and has used more refined application strategies to promote Internet users' penetration.

Not surprisingly, Jingdong and Alibaba have stepped up the Internet business this year.

At the end of July, Tmall supermarket announced that 1 billion subsidized the Beijing market, and joined the rookie network to upgrade its logistics and distribution services. This is the largest promotion since the establishment of Tmall supermarket channel in 2012, and soon August 7th.

It announced the cooperation of 4 billion 300 million shares in Yonghui supermarket, and at the same time, Jingdong came to the home to layout the business super field earlier.

That is to say, the two giants of e-commerce in China have begun to exert themselves in the Internet business super field. With the fall of enterprises such as shop No. 1, Internet providers must be Jingdong in this field.

If we divide up, then why do the two parties work hard again in this field? What are the advantages and weaknesses of the two?

Therefore, Jingdong and Ali choose different paths at different stages, which determine the current competitive situation of both sides.

For Ali, Taobao's huge traffic entry is its advantage, but the logistics and quality control caused by the open platform strategy is its disadvantage. So the strategy of Tmall supermarket and rookie network has increased the composition of self run and self built logistics. Although the official said this development strategy is a line of urban self built, two or three line city cloud, so as to achieve maximum efficiency.

And back to Jingdong, has maintained its advantages in warehousing, distribution and other logistics, as well as the advantages of proprietary commodities in quality control. This advantage has won fame for Jingdong in the field of 3C, and is not a problem in the field of fast consumption. 3C can play this big guy, let alone food and drink gadgets.

At the same time, the launch of Jingdong is a sign of Jingdong's new understanding of the Internet business super domain, that is, Internet vendors are very similar to O2O in the consumer scenario, and can make differentiated development through vertical operation and traditional e-commerce.

As a result, we can see from Ali and Jingdong in the Internet business super investment, Ali in the operation strategy is to Jingdong, and this "learning" is obviously not the first time.