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百度糯米“粘战”重塑O2O游戏规则

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2014-05-15 15:52:15 转载来源: 网络整理/侵权必删

AS网站目录(www.adminso.com):百度糯米“粘战”重塑O2O游戏规则 随着O2O的发展,以前互不侵犯的互联网土豪们都开始抛弃了边界概念,在几乎所有的领域上展开厮杀,而这些争夺的核心是线下的资源和线上与线下的链接工具,掌控这两个环节已经成为业内不容回避的关系生死存亡的战略。 作为拥有落地传统的团购公司,从千团万团大战中活下来的几个公司依靠原有的积累成为了行业焦点

AS网站目录(www.adminso.com):百度糯米粘战重塑O2O游戏规则

随着O2O的发展,以前互不侵犯的互联网土豪们都开始抛弃了边界概念,在几乎所有的领域上展开厮杀,而这些争夺的核心是线下的资源和线上与线下的链接工具,掌控这两个环节已经成为业内不容回避的关系生死存亡的战略。

作为拥有落地传统的团购公司,从千团万团大战中活下来的几个公司依靠原有的积累成为了行业焦点。于是,阿里巴巴投资了美团,大众点评拿到了腾讯真金白银,而百度更是全资买下糯米网,并以“百度糯米”身份再战江湖。

由此,中国的O2O行业迎来了又一场以团购为平台的O2O巨头决战,这场战争绝对不会是像打车之战那样的短促突击,也不会是像互联网金融那样风起云涌,BAT在“类团购”上的O2O之战将是比拼内功的持久战。

从移动互联网的发展现状来看,真正决定业务规模及商业成功的核心因素就是“连接”和“找到”。“连接”事实上包括“人与人的连接”、“人与网的连接”和“人与商业资源的连接”三部分,“找到”包括“找到人”和“找到信息(资源)”。

连接:百度背书打开整合通路

百度和百度糯米的融合,更大程度的提升了连接线下资源的能力。由于百度全资收购糯米,使百度糯米具备了业内最强的资本优势,百度糯米预付资金池比糯米时代涨了3.5倍、使其能够在37女生节时投入过亿,直接导致的结果就是日活跃用户数翻了一倍,一举超越大众点评,当日客户端用户量也达到100万,资本的投入差距导致了行业竞争天平的倾斜。

不仅是资本,百度还向糯米注入了高质(中高层)高量(超过美团2倍)的地推团队(到年底销售人员规模增长5倍),原来规模为2千人的销售队伍将很快发展到接近1万人,研发力量也有四到五倍的增长,反观美团与大众点评,动静不大。

凭借百度的资金投入以及现有地推团队的资源共享,百度糯米商户数量有望获得快速拓展。通过百度流量和市场等各方面资源整合,加上百度本来合作的数以十万计的遍布全国的中小企业,以糯米的直销能力,百度糯米的城市覆盖量将很快增加到400多个,再加上百度糯米品牌提升的吸引力,合作的商户数量将可以很快赶上甚至超越美团。

找到:精准匹配用户需求

百度依靠搜索的互联网主导地位在“找到”的优势上遥遥领先,无论是“找到人”还是“找到信息”都有足够的能力。而且,百度在移动互联网的O2O布局上资源能力均衡,特别具备长期发展的耐力与坚忍不拔的冲劲。因此,百度全资控股团购行业排名前三的糯米,然后注入雄厚资源,展开与对手的长跑,就显得顺理成章。

在“找到”方面,百度拥有最强的资源优势,长期的互联网搜索积累了成熟而先进的“找到”技术实力,通过搜索入口的掌控,百度几乎可以“指哪打哪”,使百度糯米拥有了其他团购网站无法比拟的流量优势。

可以说,“找到”将会在此后的竞争中成为决定因素。百度通过技术、大数据手段在数亿用户以及海量团单和线下商业服务的连接中实现一对一的精准匹配和个性化定制、推荐服务,挖掘其中蕴含的商业价值,既为百度糯米提升了竞争力,也势必成为未来百度从事O2O竞争标配。

百度糯米因为百度在“连接”与“找到”上的独特能力而不断壮大,在百度精准匹配用户需求的基础上,随着百度糯米城市覆盖量以及合作商户的迅速增加,其团单量自然会实现大幅上升。

我们可以看出,腾讯和阿里在以团购为平台的O2O布局上,只是资金支持,并未深度整合,多为互相帮助,而百度糯米是深度整合,补充资源能量,可见百度在O2O上的发力程度与战略态度。

由此,我们总结百度在O2O领域的主要思路:百度用自身强势品牌为业务背书,增强其品牌吸引力,用自身的技术优势和搜索流量导引能力为其提高用户“找到”机会,同时,将百度多年来积累的线下推广队伍和客户资源平移到O2O平台,使“连接”更有效更牢固。百度正在集中优势资源,通过像百度糯米这样的平台全方位提升其核心能力,在O2O上展开一场“粘人”的长跑拉锯战,目标是赢得终点冲刺后的胜利。

标签: 百度 糯米 粘战 重塑 O2O 游戏规则


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