| China has more than500million registered users of mobile internet by2013, andit has revealed an increasing tendency. The market size of the mobile internet is evergrowing as netizens increased, and the mobile e-commerce has accounted a largequota of the whole market share. By2015, mobile e-commerce will be promoted to ahigher level whether its market or its market size. The dramatic rise of the mobilee-commerce has become a driving force to the mobile internet industry.Simultaneously, the approach of the mobile internet age has provided an opportunityto the development of O2O (Online to Offline). Various enterprises, such as thetraditional enterprises of experience, the mobile e-commerce of popular, and theenterprises (telecommunications, banks, and entertainments) closely related topeople’s life, are exploring and practising the business mode of O2O. A war ofopportunities was launched in the battlefield of O2O, and the Wechat, as the corestrategy of Tencent’s O2O, will exert a big influence on the development of mobileinternet industry.Up till now, the O2O mode lacks of mature products and operating systemsupporting its development, and the research of which is not found much in academiccircles nowadays. On the basis of established cases, this paper analysesWechat’sstrengths, weaknesses, opportunities and threats through SWOT Analysis, which wasembodied below: firstly, Wechat has the advantages of large users base,comprehensive functions, and the supports of Tencent; secondly, offline interaction isthe soft spot to the development of WeChat’s O2O mode, and it also conflicts with thesimilar products of Tencent; thirdly, the O2O mode of WeChat is facing the challengeof mobile internet tide and the opportunity of legal protection from some regulations;finally, it has to confronted the fierce market competitions, security risks, andthreats from unconventional rivals.The combination of WeChat and O2O promises the approaching of a microe-business age. However, it is still on the phase of exploring in the mode of O2O sothat the frictions between SNS and business, the separation between production andmarket demands, the conflicts between safety and convenience, and the contradictionbetween investment and production is inevitable. On account of the problems existingin the practice of Wechat’s O2O mode, this paper gives out some constructiveadvices, which hasprovided some references and evidences to the commercialisation of WeChat. |
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