Shulou(Shulou.com)11/24 Report--

Internet companies have begun intensive offline business.

During the National Day Golden week, JD.com MALL, the first comprehensive consumer business in Northeast China, which is known as "a collection of cutting-edge trends and science and technology", was officially opened in Shenyang. Everyone has been familiar with the e-commerce brand JD.com accelerated into the offline, it is reported that JD.com MALL business area of more than 50, 000 square meters, sitting on the brand hall and 19 immersive experience area, more than 200000 kinds of goods on sale, this store is also JD.com in Xi'an JD.com MALL, Hefei super body, Chongqing super body, JD.com appliance layout after another self-operated offline store.

However, JD.com 's offline business is not just about appliances. In May this year, JD.com 's Chao play experience Center "Entertainment Feifan" officially opened its first store in Vientiane City, Wuhan.

Coincidentally, in addition to JD.com, other large Internet companies have recently begun intensive layout of offline business.

Tech Planet learned that NetEase Yun Music announced in October last year that its first bar, NO.9, had landed in Shanghai and had officially opened. On the other hand, byte will open offline housing intermediary stores "Wheat Real Estate" in many places in Fuzhou, Fujian Province in the second half of this year, and will also open chain stores in Lanzhou, Gansu, Foshan, Guangdong, Xiamen, Fujian, and other places. The medical clinic "Xiaohe Clinic" has completed the layout of stomatology, ophthalmology and other specialties. Tencent is partnering with Dream World and Sony to build "QQfamily" stores in an experiential retail district. From May 1 this year, it has opened for business in Changsha, Wuhan, Chongqing and other places.

There is no doubt that offline is becoming a new market for Internet companies. Big companies aim at offline business, on the one hand, for brand communication, on the other hand, in recent years, online Internet business has encountered bottlenecks in exploration, both new products and new business are in a state of slow development. as a traditional route of offline real economy, Internet companies have not been too involved before.

Now, coincidentally, the offline scenario is also hoping to find a new revenue growth curve. So, as the big companies who have experienced the Internet battlefield, can they really do a good offline business?

The offline business targeted by large Internet companies is mainly an ecological layout around their own online business, and it is also an extension and supplement of the offline scene. The areas they choose are in real estate, health care, trendy play, bars, consumer retail and other directions, and these tracks are also popular physical markets.

In terms of an one-year timeline, NetEase Yun Music opened a bar called No.9 on Donghu Road in Shanghai on October 29 last year, with the original intention of becoming the most powerful music social venue in Shanghai.

According to NetEase Yun's "thorn FEVER", in addition to holding parties, NO.9 Bar will also host offline activities and other services, and invite musicians to perform live Live performances to create opportunities for online music musicians. its overall operation is based on the data characteristics of NetEase Yun music platform, such as playing network sound cloud music playlists, music reviews, musicians, etc., and extend these contents in offline space. This bar not only relies on NetEase Yun music for operation, but also integrates the advantages of NetEase game IP, NetEase thorn and other business departments. Create a diversified offline store for the commercial extension of the offline music market.

In addition to bars, NetEase Yun Music has more than 10 self-owned and joint stores, involving bars, hotels, cafes and other fields. NetEyun Music has also become the platform with the largest number of online music platforms in China.

Not only is the network sound cloud music, bytes are also extending the online business downwards. Tech Planet has disclosed exclusively that byte Jing recently launched the offline housing intermediary brand "Wheat Real Estate", and opened a number of offline stores in Fuzhou, Fujian Province, and from June this year, it has promoted wheat real estate with the help of platforms such as Douyin, and placed advertisements on buses, stop boards and other places in Fuzhou. Then, there are a lot of "wheat real estate" offline stores in Fuzhou. Wheat real estate provides a cooperative model, and each store is operated by an independent licensee.

Previously, Byte had Happy Lane broker business, but this business itself revolves around online business, that is, users can only enjoy brokerage services through Happy Li App, while with wheat real estate, users can directly go to the offline intermediary service, and the emergence of physical stores has greatly enhanced the brand's "reliable" mind in the minds of users.

In addition to wheat real estate, in the past two years, byte has also frequently tested physical stores in many fields, such as medical care, education, automobile, and so on, such as the "small lotus clinic" in medical treatment. for cars, they have set up "understand used cars" trading stores in Sichuan, Chongqing and other places.

Tencent, on the other hand, entered the IP Chao play store in a cooperative way, cooperated with Dream World, and opened a number of "QQfamily" stores in second-tier cities. The store mainly sells Chao play goods and adopts a "experience + retail" business model, which is a bit similar to Popomat. This is also the first time that Tencent has commercialized QQ's IP offline. " During the National Day holiday, Tech Planet visited the "QQfamliy" store in Wuhan. According to the clerk, the business of the store can be about 10,000 yuan a day.

JD.com, on the other hand, adopts diversified offline explorations. in addition to the previous offline brands such as JD.com Wine World and Beijing car Club, this year, stores such as JD.com New Department Store, JD.com MALL, and "Entertainment Fafan" trendy play experience Center have been opened in various places.

Among them, JD.com New Department Store is a fashion store, providing fashion play, wear, skin care and other goods, and rely on the logistics system behind JD.com, online "hour up" service, while "Entertainment Fafan" tide play experience center is a collection of Lenovo, Hewlett-Packard, Pico, Nintendo and many other brands of fashion play equipment, creating an immersive, experiential, interactive offline consumption space for consumers. At present, it has opened in Chengdu and Wuhan.

According to the Beijing Business Daily in August this year, Taobao's fashion collection store "iFashion" in Shanghai Ruihong Tiandi has reopened its business, laying out a new offline retail.

It can be seen that at this time the Internet companies have been on a par with the offline market.

The offline market has become a new blue sea for big companies? With the vigorous development of the Internet in China for more than 20 years, the growth of traffic dividend has almost peaked, and in recent years, it has become the theme of Internet companies to increase efficiency, lose weight and lose weight.

Take the number of new products launched on the Internet as an example. Starting from the second half of 2021, the Internet companies that once created the App myth have entered a dormant period this year. Not only have there not been a phenomenal App, but even the exploration of trial and error is hard to see.

According to incomplete statistics from Tech Planet, only three new products have attracted attention from Tencent this year, namely, group buying tool "goose enjoy group", game social product "Serge" and e-commerce product "Penguin Huimei". Known as the App factory, the number of new products is also decreasing compared with the past. So far, only six products have been launched this year. The new products launched by Kuaishou, Baidu and Ali are also very few, and they are mainly B-side tools with weak perception on the C side.

It can be said that today's Internet companies have almost suspended the exploration of new business, but more focused their energy and resources on their main business.

And the offline market for Internet companies, or a piece of unreclaimed "field."

At present, the first offline market to taste the benefits of Ali, JD.com and so on, such as Ali's box horse, according to Ali's first quarter results show that the box horse quarterly commodity trading volume against the trend growth of more than 30%. JD.com 's financial report in the first quarter of 2022 shows that the ecology of JD.com 's third-party businesses is becoming more and more prosperous, and the "JD.com store" launched for high-quality individual industrial and commercial households has increased by five to six times month-on-month. In addition to JD.com MALL and JD.com stores, JD.com also launched people's homes stores and JD.com computer digital stores, further expanding the layout of offline stores and gradually integrating local retail and online merchant resources.

Moreover, these new blue oceans can also be used as an important supplement and extension of online business. For example, JD.com MALL is actually JD.com 's new department store in JD.com App, materializing online business and byte wheat real estate, which is also an important way to expand Fortune's offline business. Through the online + offline form, so that the business can fully reach all scenarios, rather than a single limited to the online, but also make offline become a new growth point.

In addition, the offline market is also an important window for brand promotion for enterprises. Such as the bar of NetEase Music, Tencent's QQfamily, etc., are based on their own IP as the content, in the sale of goods, but also a favorable spread of the brand, to cultivate the consumer mind of users.

Can Internet companies do offline business well? An industry source told Tech Planet: this year's focus on offline market layout reflects that part of the Internet business dominated by online business has moved towards an online + offline operation mode, which is an important attempt for the head platform. But at a deeper level, offline business has become a revenue route that has been valued by everyone.

But can Internet companies really do a good job in offline business?

At present, offline business is still a cautious option for some large Internet companies. Because these big companies have also explored a lot of offline business before, but did not achieve the desired results.

For example, as early as 2016, Taobao opened a brand collection store called "try the closet" on Hangzhou Star Avenue, but closed for two years, and in March 2019, Taobao opened a "tune taostyle" brand collection store in Hangzhou Kerry Center, which also ended in closure.

After a series of failures, Taobao set its sights on the iFashion store, which opened in Shanghai in March this year, but reopened in August this year in the face of an epidemic. The store is expected by Taobao to have two floors of 1000 square meters, introducing a wide range of products at the same price as online. However, in terms of brand awareness, this kind of store is difficult to catch up with international fast fashion stores, and in terms of discount, it can not compete with fast fashion stores for the purpose of destocking, so iFashion stores are more like a brand display project.

In addition, the No.9 bar of NetEase Yun Music is not developing as well as expected. Tech Planet inquired about the bar through Dianping and found that the bar was currently closed. It can be seen that it is difficult to do business across the border.

In addition, Tencent did not go out in person this time, but adopted a cooperation model to explore offline stores. After all, offline stores invest more, not only in manpower, store rental costs, but also channels, logistics, etc., and by authorizing IP, offline business can be avoided.

It is not difficult to see that the offline exploration business of Internet companies is not so smooth, because the thinking and mode of Internet operation can not be easily set up on the offline business. Moreover, users' offline consumption habits are different from those online, so it can be seen that how to run a good offline business is not easy.

However, it is undeniable that in the past year, big companies have laid out offline one after another, and they have also taken a fancy to the prospect of the offline market. Whether it is exploring or increasing the size, offline has become an important direction for Internet companies to seek new growth points.

This article is from the official account of Wechat: Tech (ID:tech618). By Chen Qiaohui.

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