中國互聯網巨擘加緊爭奪O2O市場
Chinese fans of fried chicken will soon have a new way of paying for their food fix after Alibaba’s Alipay payments unit hooked up with KFC.
阿里巴巴(Alibaba)旗下的支付寶(Alipay)與肯德基(KFC)建立了合作關係,中國的炸雞粉絲很快將可以使用一種新的付款方式。It was the biggest move by a Chinese ecommerce group to diversify through an online-to-offline (O2O) deal.
這是中國電子商務集團在進軍“線上到線下”(O2O)道路上做出的最大動作。Alipay’s agreement with KFC China — the country’s biggest food delivery business with 5,000 restaurants across 900 cities — was followed by search engine Baidu saying it would invest Rmb20bn ($3.2bn) over the next three years in Baidu Nuomi, its Groupon-like marketplace.
支付寶與肯德基中國(中國最大的食品遞送業務,在900個城市擁有5000家餐廳)宣佈達成協議後,搜索引擎百度(Baidu)表示,將在未來三年期間向“百度糯米”(類似於高朋Groupon的團購網站)投資200億元人民幣(合32億美元)。
Analysts said the focus on O2O — where customers use smartphones to find, order and pay for goods from food to ride-hailing apps — marked a shift in the industry as growth slowed in pure online sales.
分析師們表示,隨着純粹的在線銷售增長放緩,聚集O2O標誌着行業發生轉變。從食品到叫車應用,O2O讓客户可以使用智能手機查找、下單購買和支付各類商品。Ecommerce groups such as Alibaba have chased growth by buying into “combined channel” merchants, which have an online and offline presence.
阿里巴巴等電商集團近期紛紛通過投資於“組合渠道”(既有在線業務、也有離線業務)商家,來追逐增長。Alibaba’s deal with KFC will be the biggest partnership with retailers to allow customers to pay by scanning bar codes using Alipay’s smartphone app.
阿里巴巴與肯德基達成的協議,將是電商企業與零售商結成的最大合作伙伴關係。客户將可在智能手機上用支付寶應用掃描條碼,即可完成買單。KFC will be the third big retailer to accept Alipay after Walmart and Carrefour began doing so this year.
肯德基將是第三家接受支付寶的大型零售商,此前沃爾瑪(Walmart)和家樂福(Carrefour)已在今年開始接受支付寶。