Alipay Landing Blocked Taobao 38 Brand O2O Frustrated

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< p > just past a href= "http://www.91se91.com/" > Taobao < /a > 38 activities have invited many brands to launch the large-scale promotional activities of O2O in March 8th, but in fact, the brand name reflects that the project is not satisfactory in the process of promoting.

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< p > it is reported that there are two modes of cooperation between Taobao mobile life festival and brand dealers: first, businesses with independent stores access Alipay wallets, and open up payment systems to facilitate consumers to consume online through mobile terminals; two, merchants who enter the shopping mall under the line do not need to access new payment methods, and Alibaba group has unified consultations with offline shopping malls.

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< p > but brand dealers point out that because of these two modes of cooperation, there are still some problems, and the number of brands is far less than expected.

"This activity is very hasty, leaving the time for the branding to prepare.

So many brands who want to participate in this event have not kept pace with Taobao.

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< p > the businessman said that in February this year, Ali O2O project group suddenly called the branding company to prepare for Taobao mobile life festival.

If a brand's independent store wishes to participate in its activities, the cash register system of its offline stores must be linked to Alipay wallet.

Brands need to connect Alipay wallet system with the original financial system of brand dealers.

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< p > some businesses also have concerns for the time being, or they need some time to solve the technology problems.

This also led to the 38 quarter of Taobao failed to make full use of brand resources.

"Access to Alipay wallet is imperative, but full implementation will take time."

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< p > in addition, some brands have participated in the O2O project of Taobao life festival through the branches of the offline shopping mall. Various marketing activities will be launched on the 8 day of March.

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< p > the head of a brand O2O project revealed to the billion power network that the leader of Taobao mobile life festival O2O project initially promised to the brand that Ali group would communicate with the offline shopping malls and layout the overall marketing activities. Then the shopping malls would initiate communication and docking with the brand store, and the brand owners would no longer have to negotiate with themselves on the activities of the mall itself.

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< p > in fact, the offline shopping mall participating in life festival has never communicated with the branch of the brand.

This also allows brands to question Alibaba and shopping malls' bargaining power.

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< p > "later, Ali, a href=" http://www.91se91.com/ "> O2O < /a > the head of the project group, after knowing the relevant circumstances, changed the attitude, hoping that merchants could take the initiative to communicate with the shopping malls, but it was too late.

Eventually, the various branches of the brand plan to organize related promotional activities by themselves.

And Ali O2O project group mentioned in the major forums "four directions" and other beautiful vision has not been implemented, and ultimately landing is only hard to use free and high discount to convert online users to offline users.

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< p > this person also revealed that the O2O backstage setting up coupons and other marketing activities is also very unstable. There are many problems. "All the backstage days before March 8th are completely closed, but businesses that want to test them can no longer be modified."

On the day of March 8th, there was even an accident of online ordering and the use of offline coupons. The Ali O2O project team did not resolve the vulnerability until afternoon, and it was alleged that the loss would be borne by Ali group.

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< p > according to Chen Yuhang, director of a traditional brand electric business who participated in the < a href= "http://www.91se91.com/" > mobile Taobao < /a > Life Festival, most of the traditional businesses recognized that O2O would be an inevitable trend in the future, and also a priority ship ticket on the mobile Internet big ship, and they all agreed that only the Ali group could make a contribution to O2O on many electronic business platforms.

"The expectations are high, so we are disappointed. Many brands are quite understandable about the O2O activities."

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< p > Chen Yuhang believes that O2O is a major revolution in the flow of information flow in the whole enterprise. It needs enterprises to reorganize the whole information dissemination system and benefit distribution system instead of simply putting online traffic under the line.

Relying on free and preferential ways to force online users to convert to offline is not sustainable, nor is it the result of businesses' ultimate desire.

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< p > another industry believes that during the double eleven period last year, the Tmall O2O mode was out of commission, mainly because there was no reasonable distribution of the interests of all parties.

This mobile Taobao learned the lesson and did not bypass the mall alone to cooperate with the brand, but chose to cooperate with the five major retail businesses under the line.

However, the degree of tacit cooperation between Ali group and offline retail enterprises still needs to be improved.

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