If we want to discuss the ranking of major O2O events in China in 2015，The merger of Dianping and Meituan should be ranked first on the "Langxie List"。Meanwhile，The merger of Xinmei University has also had a huge impact on the entire O2O industry pattern。It turns out that Alibaba is behind Meituan、Tencent is behind Dianping、Behind Nuomi is Baidu，Now Meituan and Dianping have merged，Establishment of New American University，Tencent once again invests in Xinmei University，Alibaba wants to withdraw its shares in Meituan，Comprehensive support for our own word-of-mouth network。For the merger of New American University，The entire O2O industry is most concerned about the team integration of New Meida，Because everyone knows that once the new and US military reorganization is completed，Will definitely go to Baidu Nuomi、Koubei.com launches the most violent attack，And this is exactly Baidu Nuomi、Koubei.com is most worried about。

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For Dianping、Team integration between Meituan，It is mainly divided into two aspects: one is the issue of whether to stay or leave between the two founders Wang Xing and Zhang Tao，The other is Meituan、Where will Dianping’s sales “iron army” of nearly 20,000 people from the two companies go?。The first question was settled 1 month ago，November 8，New American University officially announced that Wang Xing will serve as CEO、Zhang Tao serves as chairman，No more joint system，At the same time, the major business segments and senior executives of the new company were announced。However, there has never been any official announcement regarding the whereabouts of Xinmeida’s sales team。

As a result, the outside world began to speculate that after the merger of Dianping and Meituan, there will inevitably be comprehensive layoffs，Liu Kuang himself has always thought so。According to internal information learned by Liu Kuang，Xinmei Dagan Jiawei recently announced the organizational structure of the in-store catering business group via email，The integration of its sales team has begun。From its integrated architecture diagram，Basically combines the strongest combination of Meituan and Dianping in the catering field。For example，Beijing、Shanghai 188bet app download and other areas where Dianping has always had an advantage，Mainly based on the backbone of the original Dianping，In areas where Meituan has a traditional advantage，Mainly based on the backbone of the original Meituan。Then，It is impossible for the new structure to take over all the original catering sales teams of the two companies，There will definitely be a lot of redundant personnel，What to do with these people？

However，What surprised Liu Kuang was that not only did New American University not lay off employees，On the contrary, they are recruiting externally。Beauty Business Department from Xinmei University、The news that the wedding business department and others are recruiting nearly a thousand people has spread in WeChat Moments，The food delivery business group is even more powerful，Even threatened to recruit 2,000 people，Triggered a "looting" competition within New American University。Xinmeida’s in-store catering currently occupies 85% of the entire market share，This is inseparable from their excellent sales team，It’s no surprise that sales elites are being robbed from within，As the saying goes, the rich water should not flow to outsiders。

The offline team is always the trump card of Xinmei University

Year，Meituan、Dianping can break out of the battle of thousands of regiments，Has a close relationship with their excellent offline team，Abandoning their wolf-like offline team is actually giving up the military spirit of New American University，This is something New American University will never do。

From the perspective of the business development situation of New Meida，At present, many business lines of Xinmei University still need to expand offline teams，Instead of recruiting new offline development teams from outside，It is far better to recruit directly from within，Save training、Waste of time on team integration。After the merger of Xinmei and the United States，Five major business groups were established，Obviously this is the rhythm of going deep into each segment。Previously，Meituan、Dianping in Beijing、Business coverage in first- and second-tier cities such as Shanghai is already very deep，But the vast third and fourth tier cities，Especially in some rural areas，For example, farmhouse, etc.，Warriors still need to continue to expand。

From the perspective of the entire O2O competition landscape，Although Meituan and Dianping have merged，Became the largest O2O platform in China。But the competition in the entire O2O market is still very fierce，Except Baidu Nuomi、Word of mouth and other giants，There are many competitors in many vertical segments。Xinmei University wants to continue to maintain its dominance，You must rely on the strong support of the offline team。

From the perspective of the long-term development of the new company，Not laying off employees is both a wise move and a necessary move，To appease the morale of the military is the most important task of New American University at present。In the entire offline promotion field，"The cunning rabbit is dead and the running dog is cooked，Asuka’s best bow has always been very popular，Especially today when O2O is popular。Many O2O platforms once expand their business in a certain city，Often the first thing that comes to mind is to get rid of these local pushers，In fact, doing this would hurt the hearts of the soldiers the most，This is why so many O2O platforms that are eager to eliminate local promotion staff eventually go bankrupt，Because the team has lost its core fighting strength。

I always thought that the Xinmei merger was for financing，Now it seems that it is not just that，Judging from their crazy recruitment moves after the merger，The real purpose is to dominate the entire O2O arena。Liu Kuang had a vague feeling: a storm was coming。

The expansion of personnel is actually the expansion of the market

In fact, for Baidu Nuomi and Koubei.com，What they gloat about most is probably that they want to see the integration of New America and the United States fail，They take advantage of the opportunity to seize the market，Now that Xinmei University has quickly completed the integration, what they are most worried about has emerged。From the perspective of recruitment actions of business groups during the integration process of New American University，They have started their conquests in six major areas。

1. In-store dining.Although Xinmeida currently occupies 85% of the market share in the field of in-store catering，But in the future catering competition，Competition is still fierce。Catering as a high-frequency consumption，Baidu Nuomi、Koubei.com will definitely not give up on this field。This time, Xinmei University has retained the advantageous teams of each city in the integration of in-store catering teams，Obviously I want to go deeper and more thorough in this area。

2. Takeaway.Closely related to in-store dining is takeout，After the merger of New America and the United States，Dianping withdraws from Ele.me’s board of directors。This time the takeaway business group has significantly stolen people from the in-store catering business group，There is no doubt that he is preparing to make a big splash in the field of food delivery，Further expansion and Ele.me、Baidu Takeout、The distance of word-of-mouth takeaway，The main battlefield of the future food delivery market will further penetrate into lower-tier cities。

3. Movies.After the merger of Meituan-Dianping，Xinmeida’s position in the entire online movie market has also been further consolidated。But WeChat Movie、Taobao Movie、Baidu Nuomi Movie、Guevara and other film platforms should not be underestimated，After this merger, New American University will definitely further consolidate its dominant position，A melee is inevitable。

4. Hotel.Hotels are also a very large business line，Although Meituan Dianping has considerable advantages in the hotel group buying market，But after the merger of Qunar and Ctrip，They have formed considerable advantages in this field。Xinmei University still needs a huge breakthrough in the field of hotel resources，This is inseparable from the expansion of the offline team，Xinmei University is about to launch a new challenge in the hotel。

5. In-store comprehensive.In-store comprehensive is actually based on the KTV of the past、Beauty、Comprehensive offline services such as foot massage，Currently in these areas，Xinmeida also ensures its leading position by relying on its accumulation of group purchases。But it seems that all platforms today are calling for the elimination of group buying，Dianping has also achieved great growth with the help of flash discounts。Now word of mouth network、Baidu Nuomi is strengthening its offline layout for in-store consumption，There are still many variables in the field of in-store integration in the future。

6. Door-to-door service.Although countless vertical O2O platforms in the door-to-door field are falling，However, there are still quite a few door-to-door services recognized by consumers。58 Home、Baidu has always wanted to become the dominant platform for door-to-door services，New and beautiful nature will not be willing to lag behind，Obviously after the integration, they have begun to recruit excellent vertical platforms to settle in。

Major transfer of internal staff at New American University，Undoubtedly laid a solid foundation for their conquest，The power of internal unity is the most terrifying，1+1>2’s effect is also beginning to spread。For Baidu Nuomi、Koubei.com，How will they respond？

The peace is broken, and a new O2O war is about to begin

The past O2O war was actually Meituan (Alibaba)、Dianping (Tencent)、The battle between Baidu Nuomi (Baidu)，And small battles in other vertical subdivisions。After the merger of New America and the United States，Ali wants to withdraw from New American University，Comprehensive support for word-of-mouth，Baidu matches where to go again、The merger between Ctrip，So far, the domestic O2O pattern has also undergone complete changes。But after several major mergers，But there is no war between O2O giants，On the contrary, it makes the entire O2O situation look more peaceful than usual。

Original Baidu Nuomi、Koubei.com hopes 188bet app to be in Meituan、Dianping cannot be integrated、In the event of civil unrest，Then take advantage of the situation，I didn’t expect that New American University has completed the integration of the entire team so quickly，This peace also came to an end with the rapid integration of New American University。Baidu Nuomi、Koubei.com will definitely not grow bigger by just relying on Xinmei University.，I believe many people are interested in this new O2O war。

1. There are fewer and fewer money-burning tournaments

For money-burning war，Liu Kuang has always held an objective view，Neither reject it nor completely affirm it，The money-burning war depends on the timing。When the market structure is undecided，Strong people often use money-burning wars to drag down the opponent to death，Now New American University、Word of mouth network、The capital strength of the three Baidu Nuomi companies is already very strong，If you continue to fight for money，It will only hurt the enemy by one thousand and hurt yourself by eight hundred，No one can be burned to death in the end，Is it possible that it burned to the end，The most beautiful、Word of mouth network、The three Baidu Nuomi companies are about to merge？Obviously unlikely。

In other words, the new O2O war will gradually shift from a money-burning war to a user experience war，Only the user experience is better，His loyalty will be improved。

2. The ground promotion war will become more and more intense

From the perspective of team integration at New American University，This shows that they attach great importance to the offline team，Can’t bear to give up any excellent local promoter，And this is closely related to the strategy of New American Future。Today’s O2O competition is becoming more and more homogeneous，To highlight the differentiated advantages，The root lies in offline merchant resources。For example, a certain catering，Very popular，But in the end it can only be booked through the Xinmei University platform，via Baidu Nuomi、Word of Mouth just doesn’t work，This highlights the advantages of differentiation。So how does this differentiation come about？

This requires offline promotion teams，In other words, in the new O2O war in the future，The land push battle will become increasingly fierce，Exclusive merchant resources will become the focus of their competition。

3. Science and Technology Fair is a new attraction

Liu Kuang has previously written an article analyzing that the future O2O era belongs to big data、Intelligent Era。The essence of group buying is to combine traditional merchants and users with the help of the technical characteristics of PC Internet，The essence of O2O is to use the technical advantages of the mobile Internet to establish 188bet app a more effective connection between traditional merchants and users，So big data in the future、Intelligent Era，Use these new technologies again to connect offline merchants、User，A new technological war will inevitably break out。

Now New American University、Baidu Nuomi、Koubei.com is improving the platform’s mining of big data、Analytical ability，Thus achieving more accurate intelligent push to users，Obviously the technology war will become the new highlight of the new O2O war。

Overall，With the rapid preparation and preparation of the new and US armed forces，Baidu Nuomi、Koubei.com is afraid that Xinmei University will successfully complete the integration，But we have to deal with their integration，A new O2O war has begun invisibly。

*Author of this article: Liu Kuang，Zhihui travel expert author。Understanding the Internet through Zen，WeChat public account: liukuang110。

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