中国互联网巨擘加紧争夺O2O市场
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)旗下的支付宝(Alipay)与肯德基(KFC)建立了合作关系,中国的炸鸡粉丝很快将可以使用一种新的付款方式。It was the biggest move by a Chinese ecommerce group to diversify through an online-to-offline (O2O) deal.
这是中国电子商务集团在进军“线上到线下”(O2O)道路上做出的最大动作。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.
支付宝与肯德基中国(中国最大的食品递送业务,在900个城市拥有5000家餐厅)宣布达成协议后,搜索引擎百度(Baidu)表示,将在未来三年期间向“百度糯米”(类似于高朋Groupon的团购网站)投资200亿元人民币(合32亿美元)。
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.
分析师们表示,随着纯粹的在线销售增长放缓,聚集O2O标志着行业发生转变。从食品到叫车应用,O2O让客户可以使用智能手机查找、下单购买和支付各类商品。Ecommerce groups such as Alibaba have chased growth by buying into “combined channel” merchants, which have an online and offline presence.
阿里巴巴等电商集团近期纷纷通过投资于“组合渠道”(既有在线业务、也有离线业务)商家,来追逐增长。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.
阿里巴巴与肯德基达成的协议,将是电商企业与零售商结成的最大合作伙伴关系。客户将可在智能手机上用支付宝应用扫描条码,即可完成买单。KFC will be the third big retailer to accept Alipay after Walmart and Carrefour began doing so this year.
肯德基将是第三家接受支付宝的大型零售商,此前沃尔玛(Walmart)和家乐福(Carrefour)已在今年开始接受支付宝。