Home >

Analysis Of "Exclusive Agreement" Between Yintai And Ali

2014/6/25 10:05:00 23

remember that in the past 1 months, 1 million 700 thousand members have been reaped, more than 16 years only 1 million 500 thousand members. Yintai business has launched Yintai Bao. It has been online for 100 days, and its membership has exceeded 5 million. It is three times more than the number of members under the Yintai line. In June, Yintai also opened up the payment function of Yintai Bao on Yintai online for the first time. Yintai claims that this is the phased achievement of Yintai business's joint investment in Alibaba's strategic investment. 
Less than P, Alibaba invested more than 5 billion 370 million yuan in Yintai business 2 months ago. Both sides said they would form a joint venture to integrate their advantageous resources to build a set of online and offline business infrastructure system in the future to promote two-way convergence between the entity business and the Internet economy. One of the goals of "new Yintai" is to create a consumer driven solution provider driven by big data. "Yintai Bao" is the pioneer of integrating online and offline services and upgrading member services. 
In addition to nearly 40% of Yintai Bao's 5 million members from Zhejiang, Beijing, Hubei and other places, there are about 60% of all the other provinces, including Hong Kong, Macao, Taiwan and overseas users, and 150 thousand of these new members have already spent money in Yintai through various channels. This phenomenon has completely broken the geographical boundaries of the members of the entity business development, indicating that the traditional retail industry can still achieve new breakthroughs through the innovation of marketing and service methods. P 
 but unfortunately, the case of online and offline integration business like Yintai is very rare. Although many real businesses are chanting into O2O business, the term is overused. But as Shen Guojun, chairman of Yintai group, said in a media interview, 99% of the enterprises are unlikely to succeed. 
 why? Because O2O light is useless, and it is not a WeChat or Alipay scan code payment. This is not the way to get started. Without Internet users and no traffic introduction, the O2O of real businesses can only be castles in the air, mirage on the sea, and illusory land. 
Less than 3 months, Yintai Bao can do so, thanks to the comprehensive cooperation between P and Ali. Yintai is not short of the development and operation experience of shopping centers and department stores. However, despite the fact that the online business is much earlier and daring than many of its peers, it still lacks the real Internet genes, such as the technology, operation and management of e-commerce, the in-depth excavation and analysis of big data, and the most important customer traffic, Ali. It just makes up for the short board of Yintai. The two sides share the power of shopping center and department store data with Taobao Tmall data directly. 
 on the one hand, grafting on Alipay's Yintai Bao, the application and use of a key to achieve, is indeed very convenient, this is intime business itself can not do, even if it can be done, there may not be so many users will be through the Yintai platform to apply, but Alipay's huge user base to Yintai enough traffic resources. Shen Guojun also admitted that a large part of the 5 million Yintai Bao users came from users of online Taobao and Tmall. On the other hand, Yintai has successfully drained some customers of the original store to Alipay, Taobao or Tmall. This is not only the most effective a href= "//www.sjfzxm.com/news/index_c.asp" > O2O < /a > attempt, but also enables the partners to see a win-win future. 
Besides, P also has the possibility of subversion of member marketing of < a href= "//www.sjfzxm.com/news/index_c.asp" > traditional business < /a >. In the past, the membership card of the physical store is only a simple way of contact and the one-way function of the members' shopping points. Yin Taibao has completely opened up the data, information and service functions under the online and offline data, combined with the advantage of Ali's technology and data, making the two-way communication between customers possible, and through data mining, we can further analyze the behavior logic of customer consumption and make more precise classification, so as to achieve precise positioning and precise marketing. 
 of course, the expansion of Yintai Bao's own price chain has not yet begun to play. For example, grafted balance treasure can be used for shopping in department stores. It can also be used to increase revenue, similar to financial products. At the same time, Yintai can also develop its financial products like a balance treasure or CAITONG, and even through consumption data and credit records of Yintai Bao members, opening consumer loan business to members in the future when appropriate supervision of relevant departments. There's still a lot of room. 
Until now, the boundary of the business field of P has become increasingly blurred. The operation of the pan channel will become a regular standard for the future enterprises. And online and offline integration is an inevitable trend. But how to integrate is still a problem that plagues all the real businesses. Yintai Bao began to make the industry feel that the O2O of the real business is a little bit interesting. 
 combined with < a href= "//www.sjfzxm.com/news/index_c.asp" > Yintai < /a > business such as cooperation with Tesla charging pile and other cross-border marketing actions, it can be seen that in the traditional department stores, silver and silver can still flow upstream, not without cause. Of course, whether this series of attempts of Yintai business will become a successful commercial transformation will not be settled yet. But at least, it is the most resolute and reliable way for so many entity business enterprises to move forward in O2O innovation so far. If successful, they can bring the traditional retail industry out of trouble. 
 but I wonder if you have noticed such a detail: in the cooperation agreement signed between Yintai business and Ali, there is a "exclusion agreement" rule: investors (Alibaba Group) and its Affiliated Companies can not engage in the O2O business platform of shopping centers and department stores in China except through joint venture groups. 
 that is to say, if Yintai's O2O transformation becomes a successful and mature mode, in the future, if the traditional business wants to make a contribution in this field, it has no chance to cooperate with ALI alone. It can only be achieved through the cooperation between Yintai and Ali to serve the new platform of the whole society O2O enterprises. This is the great chess that Yintai really is playing. /p