對(duì)國(guó)內(nèi)外O2O模式電子商務(wù)的對(duì)比分析

1、 Case Studies on Chinas O2O E-commerce AbstractThe O2O, online to offline, is an e-commerce term firstly presented in the U.S. Following the examples of the American “O2O” mode e-commerce company, a great many of domestic internet enterprises are trying to imitate the O2O mode to start a business or

2、 to further develop their enterprises, but most of them are not succeed. this paper aims to discuss the current status of domestic e-commerce companies based on O2O mode through several replication failures or unsuccessful domestic O2O e-commerce enterprises, and try to make cause analyses and draw

3、some instructive ideas from those cases.Key words: O2O e-commerce domestic Since November 2010 was introduced the concept of “online to offline” into China, the word “O2O” was hyped up to be a top buzz word by the media in China, corresponding to the quickly imitating and fast applying of the O2O by

4、 most of domestic start-ups and longstanding internet titans. The O2O is most basically read into a mode to guide the customers online to experience and expenditure offline. Like other Internet modes such as B2B(business to business), B2C(business to customer), C2C(customer to business), the O2O is

5、also copied from the United States, which is the most typical cheap way for domestic entrepreneurs to learn from the U.S. Of course not all of the United States O2O e-commerce modes are applicable to domestic enterprises, the China and America, the first two economic entities in the world, are actua

6、lly very different two countries with disparate politic and economic system and history and culture. The reason that many domestic Internet companies failed to well develop the O2O e-commerce in China will be further discussed in the following paragraphs through some typical cases, but the concept o

7、f O2O and its references will be introduced firstly. The concept of O2O came from the article Why Online2Offline Commerce Is A Trillion DollarOpportunity, delivered in Tech-Crunch on August 7th 2010 by Alex Rampell, who is the founder and CEO of TrialPay, a payment company in America. It was underst

8、ood as a mode that to pay online for the commodity and service, and then to experience offline in physical stores. Through this way it guides the customers online to assume offline. For most people, their expenses were off line, many services are not able and suitable to buy online. As Alex Rampell

9、exactly described in his article, “Your average ecommerce shopper spends about $1,000 per year. Lets say your average American earns about $40,000per year. What happens to the other $39,000? (The delta is higher when you consider that ecommerce shoppers are higher-income Americans than most, but the

10、 point is the same). Answer: most of it (disposable income after taxes) is spent locally. You spend money at coffee shops, bars, gyms, restaurants, gas stations, plumbers, dry-cleaners, and hair salons.” And according to the data from the Internet, In China, the online expenses only contribute to 3%

11、 of the total consumption, and there are big 97% consumption offline. However, with well-developed O2O mode Internet industry, in America, the rate changes to be 8% online and 92% offline. So the offline stores and organizations are a huge market to be mined. The resources of the market can be taken

12、 a good advantage of, and the information of it can be transformed into knowledge, and then money. Introduced into China on November, it was welcomed and soon became a top word, and immediately the Internet companies based on O2O mode were springing up. Actually, before it was raised up and highligh

13、ted, the O2O e-commerce companies have existed for a long time. There are Craigslist, Groupon, OpenTable, Yelp, Airbnb, Foursquare, Shopkick, Grubwithus, Eatwithme and many other most famous and successful Internet companies based on O2O mode in America, which are founded for several years, followed

14、 by domestic e-commerce company like Dianping, 58TongCheng, Fantong, Meituan, 24quan, Manzuo and so on. Also the domestic longstanding Internet giants like Taobao, Baidu, Tencent have jumped in the O2O fray. Even earlier, the Ctrip in China has developed en route of so-called “O2O” for many years be

15、fore all above companies came into being. While most of domestic O2O internet companies above are not very successful as those O2O e-commerce in the U.S. Here are some cases. The originator of American online classifieds site Craigslist was formally launched in 1999, and in the year 2005, the Baixin

16、g (the later Kijiji), Ganji, and 58Tongcheng announced their establishment. The Craigslist insists on light operation, while the domestic counterparts, urging to quickly grasp substantial capital, obstinately to further the classified information to be very heavy and complicate still with poor quali

17、ty. With huge market investment and large-scale team involvement, these domestic classifieds sites soon seriously make ends meet and operated hard. Before the Craigslist push out popular search engines, it provides a convenient platform for service information for users to query the local community,

18、 with good credit system of the U.S., the Craigslist users focus on creating community cultural develop a sense of ownership, which ensures the information quality. From this we can see, this domestic counterparts were too utilitarian, they did a rough copy. By localization in the earlier stage, may

19、 they gain a stable user base, and then develop well.In terms of Online restaurant reservation, the OpenTable in America owns a solid development, while the Fantong and Little Ordering Secretary and other later domestic counterparts gradually faded out. Restaurant reserving is not urgent demand in C

20、hina. Chinese people traditionally have no strong habit of booking restaurants. Even they have a need, they would incline to book through phone rather than Internet. Also, due to the Chinese food culture, the catering industry, with local characteristics, in China is complicate, and hard to be stand

21、ardized at collecting fee and many other aspects. So to run an O2O restaurant reservation, the first step should be localization too, even urbanization. From the restaurants part, conversely, it is better to follow the mode of offline to online. They can form a offline catering union to make a big b

22、usiness. As for group-buying part, momently the originator Groupon, founded in November 2008, achieved initial success in the United States, its model was quickly copied into China. At the beginning of 2010, thousands of group-buying websites have been established, inflating the group-buying market.

23、 Crazy advertising campaigns and rate wars made the industrys overall gross profit margin decreased to less than 5%. Fierce competition failed many domestic group-buying companies. Group-buying mode itself has some drawbacks, it is hard to make the websites merchants and consumers all benefited. Wit

24、hout a strict market regulation in China, the market competition can easily become cutthroat competition. The major group- buying sites tend to take the price war rather than to promote market services, which further amplified the negative effects of the group-purchasing industry. For short rental e

25、-commerce, the short rental website Airbnb, established in America on August 2008, has developed very quickly. On October 2012, Airbnb financed total more than 300 million dollars. The domestic online short rental start from 2011, this year, Airizu, Ant, Youtx, and Tujia was founded, but quickly dec

26、lined. As the domestic credit system is imperfect, with a low trust on strangers, the homeowner usually would not like to rent out their houses, the rental resources is often lack of. While intermediary may adds to the expenses and lower down the users experience, so the short rental e-commerce base

27、d on O2O is hard to survive, confronting the mature hotel industry. Catering with social network O2O is relatively a new area. The U.S. Grubwithus was established in August 2010 and in May 2011 obtained $ 1.6 million from Angel Invest, and in May 2012, $ 5 million A-series financing. The Grubwithus

28、uses dinner party to gather strangers, let them enjoy the food in the restaurant, and help them make new friends. Gurbwithus negotiate with the merchant on seats, menus and bills according to a preset price, the joined share the bills. The Grubwithus will draw 20% tips, which are included in the bil

29、ls, on the meal as a commission to organize the dinner party. Grubwithuss students in China, including 24 Table, Pinzhuo, Highfun, Pinke, all have stopped operating or stopped updating. As put above in the discussion of “Online restaurant reservation”, it is hard for domestic O2O catering to shape i

30、nto a large scale. And one point must be added is that the Grubwithus focus more on social contact, from this point, it would be better for those “students” to cooperate with the social network companies such as Tencent QQ, Wechat, RenRen, Sinaweibo. But is very hard, for those internet titans in China could totally by themselves spins