O2O is ultimately nothing more than traffic、Payment、Service consists of three major links，BAT has entered these three major links respectively with its own advantages and with the help of third parties，They are intertwined with each other，Everyone wants to have more links and advantages。Through these three important links，We can see BAT’s entire O2O pattern matrix more clearly。This article focuses on analyzing the traffic evolution path of BAT’s own core products in the O2O field and various O2O-related major products。

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Alibaba’s payment link is the strongest，Alibaba did not announce the specific number of users，But from the side, the transaction volume of Tmall Double Eleven in 2015 was 912.1.7 billion yuan, of which wireless transaction volume is 62.6 billion yuan，Wireless ratio 68.67%，This is enough. Mobile Alipay has strong user advantages。Alipay has accumulated hundreds of millions of users in more than ten years，Built an extremely deep protective wall for yourself，Make it indispensable in O2O payment，No matter how much traffic Baidu and Tencent have，Can’t bypass Alibaba’s Alipay，Qunar from Baidu、Ctrip、Baidu Takeout、Tencent’s 58 city、Meituan、Dianping, etc. cannot be bypassed。This is the most interesting part of BAT Three Kingdoms，No matter how much traffic Baidu and Tencent invested and built，But they can’t bypass Alipay’s system，This allows Alibaba to possess part of the transaction data of Baidu and Tencent，Enlarge by a certain ratio，The transaction data of Baidu and Tencent are likely to be fully disclosed in front of Alibaba......

What Alibaba wants is traffic and services, traffic is a weakness
Alibaba’s weakness lies in traffic and services，Alibaba has expanded into these two aspects through investment and mobile Alipay。First，In terms of investment，In terms of upstream traffic，Alibaba fully acquired UC Browser and Amap，These two are flow-based products，Has a certain market，Analysys's "China Third-Party Mobile Browser Market Quarterly Monitoring Report 2015 First Quarter" shows，UC Browser occupies 36.4% market share，In Analysys's "2015Q3 China Mobile Map Market Quarterly Data Monitoring"，Amap occupies 26% of the market share，Both have good results。Secondly, Alibaba invested in offline Suning、Yintai、Quickly wait for a series of actions to complete the offline layout，Although 188bet app Yintai and Suning both have strong control over offline operations，But Intime and Suning only focus on retail，Still unable to help Alibaba complete a larger O2O pattern。Second，Speak again from mobile Alipay，Alipay is also making efforts at both ends，Added nearby and merchant functions，Users can find related businesses through this function，Develop upstream traffic，On the offline side, through relevant combinations with in-store merchants，Allow users to scan the QR code to pay，Strengthen downstream merchant control。
On the upstream side，Users’ habit of using Alipay to search for merchants is still immature，And Alibaba does not have the advantage of Baidu and Tencent in owning O2O traffic，The largest self-owned traffic is still e-commerce traffic，Not related to O2O，The Shenma search market share of Amap and UC Browser is far less than Baidu，Therefore, Alibaba’s O2O traffic is in a weak position in BAT。But Alibaba’s ability to extend services through Alipay should not be underestimated。

From payment to service
The expansion from Alipay to traffic is temporarily weak，But it has great control over the expansion of services，This link is actually very scary。What’s scary？Payment can be regarded as the terminator of traffic，For example, the user came to the merchant through Baidu or Meituan Dianping，It turned out that you can use Alipay to pay and you can get discounts，In the end, I paid with Alipay，And all the traffic from Baidu and Xinmei has been used as a wedding dress for Alipay。Alipay scan code payment is actually a black hole，In addition to absorbing offline traffic, it will also absorb online traffic，This is full of the meaning of robbery on the way，Do you still remember the incident where Meituan employees smashed the merchant’s Alipay？Because Alipay uses discount subsidies，Maybe they really stole the users that Meituan gained through hard work，And what was supposed to be Meituan’s commission to merchants also disappeared。
Alibaba’s Double 12 this year is particularly eye-catching，Alibaba no longer focuses on online C2C e-commerce，Enter offline instead， The "1212 Alipay Word of Mouth" campaign is for all restaurants involving offline payments、Supermarket、Convenience store、Vending machine、Takeaway、Come on、Cinemas and other stores carried out fierce sniping attacks，Trying to make the public more deeply remember that Alipay has the attribute of in-store payment，The momentum is huge。
Summary: Alibaba is the one in BAT that needs the most traffic and services，Since the break with Meituan，The disadvantage is that it lacks the support of third-party O2O companies like Tencent and Baidu, which have many strong controls on downstream service links，It relies more on its own Alipay，Conduct a bottom-up 188bet Online Sports Betting and Casino attack，Alipay has stronger back-end control，All pay in store，Everyone may be affected by it。

Tencent: balanced development

can be seen，Although WeChat Pay has certain potential in the payment field，But it is far inferior to Alipay，Alipay plays an indispensable role in the O2O payment process，WeChat payment is far from being replaced，The Tencent system must also use Alipay。

Tencent’s Alibaba route
The most important thing to talk about here is the battle between WeChat Pay and Alipay，We can now see offline that generally where there is Alipay payment, there is probably WeChat payment，This is also easy to understand，Alipay as a halfway "robber"，Tencent naturally has reasons to “rob it back”，But there is a problem here. The traffic taken by Tencent may also be from its own son Meituan Dianping，However, these data will not be returned to Meituan Dianping，This may be unacceptable to my own son......

Tencent’s Baidu route
Secondly, let’s talk about the traffic of our own products，WeChat’s largest source of own traffic is WeChat，According to data released by Tencent，WeChat’s global monthly active users are 5.4.9 billion，And domestic users account for the vast majority。WeChat’s traffic is divided into two parts，The first is WeChat official account，The second is WeChat wallet。The form of the WeChat official account is rather awkward，Although WeChat has 8 million brand public accounts，But because the WeChat official account is decentralized，This also determines that WeChat cannot intervene in the user's use process through centralized operations，No matter how much traffic the WeChat public account has, Tencent cannot easily use it，Cannot guide traffic。Because centralized traffic guidance cannot be established in the WeChat official account，Therefore, WeChat wallet must appear to make up for this function。
In WeChat wallet，User needs are met。Because WeChat wallet is a centralized system，This also means that WeChat must provide the most high-frequency products with strict standardized services，Tencent’s choice is different from Baidu，Because Tencent tried to transform from traffic to e-commerce in the PC era，The effect is not ideal，C2C e-commerce company Paipai failed and then sold to JD.com，But it was announced by JD.com that it would be closed，And invest 3.The 2.5 billion yuan Gaopeng.com is also missing，Yi Xun, who spent 200 million to acquire, failed miserably in the end，Transferred to JD.com，These failed lessons also made Tencent completely give up the idea of ​​building its own services，Then choose to cooperate with a third party，By investing in JD.com、Meituan Dianping、Same process and wait to complete。The most eye-catching ones are Meituan and Dianping，In February 2014, Tencent acquired 20% of Dianping shares，In April of the 188bet Online Sports Betting and Casino same year, Dianping won 8 again.500 million financing，Tencent takes the lead，After the merger of Meituan and Dianping，Tencent is chasing 1 billion，This is also an important layout for Tencent after missing out on the OTA market。According to the "2015 Q1-Q3 China Internet Local Life Service Transaction Platform Group Buying Transaction Share" data from Bida Consulting Data Center，After the merger, New American University occupied 80% of the catering market share，And more than 80% of life market services，The advantages are very obvious。
Summary: Tencent is the most moderately developed BAT，Tencent has a certain amount of its own traffic and payment，But unlike Baidu and Alibaba, which have outstanding advantages in traffic and payment respectively，But in the middle，Therefore, Tencent’s plan is to compete with Alipay in terms of payment，Just do what Alipay does，From Didi Kuaidi’s subsidy war to the Spring Festival red envelope war and now the offline payment war，Follow WeChat Pay all the way to the end。Tencent leaves the traffic to a third party，In addition to providing some extremely basic and simple water, electricity and coal payment services，The heavier O2O no longer does it personally，This also helps Tencent expand its services and payment system。

Baidu: top-down development

Baidu’s advantage lies in traffic，And from own products，User on mobile Baidu、Baidu Map、You can get the information you want by searching directly on Baidu Nuomi and other products，Baidu is better than WeChat at this point，Users in WeChat who want to search for nearby O2O service information must enter the WeChat wallet，Re-enter Dianping，Entering too many levels and being cumbersome，Therefore, Baidu’s own product traffic is better than WeChat。It’s just that although early products such as Baidu Maps had huge traffic，However, many users were directed to third parties that have nothing to do with them, such as Meituan and Dianping，This is equivalent to the user coming to Alibaba Tencent through Baidu......

From traffic to service, counterattack payment
Don’t let the rich water flow to outsiders，Therefore, Baidu needs to import search traffic into its own products: import long-tail keyword traffic into its Baidu Library、Baidu Encyclopedia、In Baidu Tieba；At the commercial level，Introduce users who search for travel-related keywords to Qunar。Therefore, if Baidu wants to do O2O, it must repeat the previous path，Introduce traffic into your own service products，Form a closed-loop matrix again，First, fully acquire Nuomi，Then it was announced that 20 billion would be used to develop Baidu Nuomi，And invest in UBER，Winning the No. 1 position in the tourism industry through share exchange between Qunar and Ctrip。
In terms of traffic, Baidu’188bet app s two products with the most powerful traffic are mobile Baidu and Baidu Maps，According to Baidu’s 2015Q2 financial report，Baidu’s mobile search monthly active users reached 6.2.9 billion，Baidu mobile daily active users have exceeded 100 million，Baidu Maps mobile market share exceeds 70%。From the perspective of service，According to Baidu’s 2015Q3 financial report，The annual GMV growth of its self-operated Baidu Nuomi Baidu Nuomi has reached 475%，The total e-commerce transaction volume (GMV) reached 60.2 billion yuan。Data display from Analysys Think Tank in July，In the white-collar takeout market in the top 100 cities in the country，Baidu Takeaway with 5.Ranked first with a transaction volume of 9.7 billion yuan，It seems that the 20 billion ammunition was indeed not in vain，The most eye-catching cooperation with third parties is the merger of Qunar and Ctrip，After the merger, these two companies control an absolute share of 70% of the tourism market。
Baidu’s own payment started late，Weaker than Alibaba Tencent，So Baidu Map among its own traffic products、Baidu Takeout、UBER、Qunar, etc. have to use Alipay and WeChat payment at the same time，If payment wants to occupy the market, it must have a scene，Baidu pays for development，Need to make up for the offline service scenarios first。

Imagination of artificial intelligence
Baidu is the largest investor in cutting-edge artificial intelligence technology in BAT，The display in 2015Q3 has reached 57.0.2 billion，31% of revenue.02%。Baidu’s in-depth layout in the field of artificial intelligence，Leaves Baidu more room for imagination，For example, when a user searches for "Which restaurant is good nearby？”hour，Baidu can use its Baidu takeaway data，And data records related to Nuomi catering reservations，Accurate personalized recommendations，And based on the user’s O2O usage behavior，Join merchants to provide users with special discounts on a single item。The integration of “Dumi” into Baidu products is a prelude to exploring the future。
Summary: Baidu has more obvious traffic in BAT，You can clearly see the entire path from traffic to service，Supply whatever services you have with the traffic，Cooperate if you have a partner，If you don’t have one, build it yourself，Stronger control over partners。The investment layout of Tencent and Alibaba is a bit confusing，58 invested by Tencent has not yet accessed WeChat，Didi and Alibaba merge again，Alibaba’s Meituan went to Tencent again，Confusing and full of uncertainties。

Thinking about traffic, payment and services
Finally, look at traffic dialectically again、Payment、Service these three links。
First，Due to traffic being at the top，So no matter how the downstream fights，It is least affected，This 188bet app download is the natural advantage of Baidu and WeChat，And Ali does not。
Second，This aspect of payment does not seem to be important，Baidu can still form the entire O2O process from traffic to service by leveraging Alipay，But this link is very important，Because payment can directly intercept online traffic offline，Therefore Baidu must make efforts to pay，Tencent and Alibaba will also continue to fight over payment。
Third，The service link is also more important，O2O companies that have strong control over the service link must also control their own front-end traffic，Can be self-contained without relying on BAT，This also resulted in BAT becoming less controlling in the mobile era than in the PC era。For example, the merger of Didi owned by Tencent and Kuaidi owned by Alibaba，The new project launched by 58 invested by Tencent accepted investment from Alibaba，Meituan, which was originally invested by Alibaba, also turned against Alibaba and entered the Tencent camp, etc.。

Conclusion:
Let’s look back at the entire BAT O2O landscape，You will find that everything is intertwined and no longer as clear-cut as it was in the PC era，BAT in traffic、Payment、Extremely involved in all three major aspects of service，Baidu is still a traffic business，Establishing an O2O closed loop from top to bottom，From traffic to service and then counterattack in the payment field。Alibaba’s strength lies in the payment link，Use Alipay as a sharp sword to enter the downstream merchant links of O2O，Stop Baidu and Tencent traffic。Tencent’s advantage is moderation，Also taking Baidu and Ali routes，Continuously struggling with Alipay in terms of payment，The downstream services adopt the method of cooperation with third-party O2O companies for in-depth layout。