Double 12 giants face stiffer competition under the line

One side is the combination of the public comment and the U.S. group, and Alibaba.com will withdraw from the U.S. group; on the other hand, it is the reputation network of Alibaba and Ant Financial. Obviously, the giants' off-line confrontation has already started! Yesterday, word of mouth network CEO Fan Chi said that this time, “Double 12”, Word of mouth network will be combined under the line of 300,000 merchants, accumulative subsidies of more than 1 billion yuan.

Grab the word of mouth “Double 12” in the global offline payment scene and cover eight major offline scenes such as restaurants, supermarkets, convenience stores, takeaways, shopping areas, airports, beauty salons, and cinemas. First, emphasize the concept of “five percent off”. Users are Word of mouth platform receives merchant discounts and uses Alipay payment, you can enjoy a 50% discount; second is to emphasize the "global", in the countries and regions involved in the world is 12.

Carrefour participated in the “Double 12” offline promotion for the first time this year. Yu Ying, China’s chief marketing officer, said that after accessing Alipay for four months, Carrefour’s store flow has increased by 18%, which has changed the age distribution of shoppers. The average age of Carrefour customers is 42 years old, while the average age of mobile payment users is 31 years old. At the same time, access to mobile payments has improved the efficiency of cash collection in stores. The average collection time of a skilled cashier is 1 minute, while the payment collection with Alipay is only 15-20 seconds. Yu Ying also revealed that next year may consider and Alipay to open up in the system, the best 19 million members of Carrefour can open up with Alipay.

Last year, the "Double 12", Shanghai agriculture and other supermarkets and other hot markets directly stimulated the layout of Carrefour in the field of mobile payment. "Last year's 'Double 12', paying money with Alipay in supermarkets and restaurants is still a novelty. Today, if a supermarket can't use Alipay, it's rather strange." Word of mouth operations director Zhu Xiaolei said that the Internet to offline business The impact and penetration far exceeds all expectations.

Three months and 30 billion, against the United States and the United States this "double 12", Koubei joint Alipay and businesses, one day investment of 1 billion yuan under the blood subsidy merchants. Under the background of the merger of the U.S. group and the public commentary, the power of word-of-mouth network is meaningful. In addition, it is reported that Alibaba has withdrawn from the new company merged with the public opinion of the American Mission and is bent on supporting its own word-of-mouth network.

“Our gameplay is to be a platform, open payment, membership, marketing, credit, etc., to introduce more system providers and service providers to provide services for offline businesses. And other companies’ practices are more to provide a group purchase code. The next business application is written off, and the two are different,” said Fan Chi, CEO of Word of Mouth. Currently, Word of Mouth platform has access to system service providers, such as delicious no-use, etc., can provide food and beverage businesses on the platform with mobile Internet-based booking, calling number and membership marketing system.

In September this year, Word of Mouth announced that it invested RMB 1 billion to launch the “People-wide Shop” program; in November, it announced the establishment of an eco-incubation fund, which was mainly used for R&D support, operation incentives, and financing incubation for offline merchants. The initial investment was 10 yuan. Billion; and the word-of-mouth network and joint businesses in the "double 12" subsidy 1 billion a day, just 3 months, word-of-mouth online eco-building investment up to 3 billion, which indicates its determination.

The competition under the giant line next year is even fiercer. From the perspective of the merger between the U.S. and the public commentary, the "New U.S." may be the main branch of Tencent's O2O layout. The vanguard of the ant gold service scene expansion is the word of mouth network, and Baidu is relying on Baidu. Glutinous rice.

In the industry penetration, after the merger of the U.S. group and the public comment, in addition to the traditional catering, it is also trying to penetrate other scenes. For example, on December 3-13, the U.S. group-public commentary launched the O2O shopping festival “123 Shopping”. The participating brands are Rayban, NIKE, OldNavy, GAP, Levi's and other retail brands, mainly vouchers, which basically break through the scope of the traditional public comment scene.

In this promotion, the public comment will open up high-quality platform resources, combined with the entrance level platform such as WeChat, QQ, etc., to expose the brands participating in the event. After the cooperation between the American Mission and the public comment, the main push of such platforms may be more vigorous. One merchant stated that on the payment side, in addition to accessing Alipay, WeChat will also be accessed. Obviously, Tencent and Alibaba have been caught in a mixed battle in the multiple dimensions of the online scene expansion. With Baidu's deterrence, it is foreseeable that this market will be even worse in the next year!