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Taobao'S Independent C2M Is Designed To Crack Wechat'S "Blockade Chain".

2020/3/31 11:29:00 2

TaobaoTaobao Special EditionC2M

In March 26th, the Taobao special issue was formally launched, forcing Luo Yonghao, the "king of the topic", to become the "new net red" and won the first prize in the free App App Store app store on the same day.

C2M factory direct purchase, low price, billions of subsidies and other keywords, by the "public opinion" of the east wind, soon "rooted" in the minds of users. Since it is the topic of the whole nation, there must be overwhelming comment articles. Most of the view is that Taobao's special edition is a product that Ali should deal with. Carefully analyzing the Taobao special edition mode, Tian Hao has found that its goal is not only to cope with more and more ambition, but also to break up the blockade chain consisting of a lot of e-commerce providers and small businesses of Tencent, taking WeChat as the core.

In an interview with Forbes magazine in 2014, Ma Yun said, "I think WeChat is a good card, but it smashed."

The business chiefs' comments on their opponents are more or less "personal inclination". Looking back at the situation at that time, Ma Yun's evaluation is not exceptional. This year, WeChat opened an entry to Jingdong, but the effect was not amazing. At that time, the main commodity sold by WeChat was still a mask. Later, Huang Zheng, who listed many Chinese rich list, was still thinking about the new direction of entrepreneurship this year. You must know that it was not until 2015 that it began to be born.

Just like Ali is a social "losing battle", Tencent makes the same "repeated defeats".

Ali, head of iron, always chooses to come out in person. Since it was packaged and sent to Jingdong by Tencent, Tencent has chosen to form a "alliance" way to make up for the "gene" of the electricity supplier. Today, WeChat has formed a blockade chain composed of Jingdong, Beijing Xi, a large number of spreaders and small business processes. With the increasing number of main business platforms with different positioning in WeChat, the encirclement of Ali business empire is shrinking.

Tencent support Jingdong is not terrible, and then to support a lot more is not terrible. When the GMV of the small business program is also expected to break through trillion, it has to let Ali fear.

Ali must have a powerful weapon to directly destroy WeChat's "pocket array". Not only the Taobao special edition, including the power of live broadcast providers, are all the long-term layout for this purpose.

   The past events of Ali PK Tencent

In order to better understand the real purpose behind Taobao's special edition strategy, Tian Hao has talked with many friends in the electrical business community, and there are both optimistic and declining views.

Ali has always insisted on a big "direction", which is to ensure the control of traffic. In 2008, search engine was still one of the most important entries of Internet traffic. Taobao was "bold" to make a decision to block Baidu crawler. The reason given at that time was to protect consumers' experience, real intention or fear of users' habit of entering Taobao from search engine. Once this habit was formed, Taobao's "gate of life" was pinched by Baidu.

This scene appeared again in 2013, and Ali closed the WeChat's jump to Taobao's goods and shops. Subsequently, Tencent began to fight back, Taobao, Alipay, WeChat links can not be directly opened.

Over the past few years, WeChat's traffic has become more and more powerful. Ali has begun to unblock WeChat, but the former is no longer unsealed. In order to solve this problem, Taobao and Alipay use "password" as a substitute. When users share Taobao and Alipay links to WeChat friends, WeChat groups or friends circle, they can only use passwords. WeChat users only copy the password, and open corresponding App to enter the relevant interface.

Why is Ali going over and over again three times to do what seems to be bad for him? You know, these two shielding actions are aimed at two powerful traffic entries at that time.

The reason is simple. Ali needs to train users to directly open Tmall, Taobao, Alipay, and now Taobao special edition and other consumer habits of App. The loss of traffic in a short period of time seems to be "outweigh the gains", but this decision is the key to the prosperity of the Ali empire.

Habit can be cultivated, and it is hard to change after it is formed, even if this habit seems to have taken a detour.

For chestnuts, who is more convenient for credit card, cash payment and mobile payment? The answer is definitely mobile payment. However, according to Statista statistics, 60% of Americans use bank cards or cash, while mobile phone pays only 15%. Research firm eMarketer predicts that nearly 80% of Chinese people will pay for their mobile phones by 2021.

The inertia force after habit forming is more rational than that. Ali's two important shielding strategy is that Tian Hao believes that the essence is to prevent consumers from developing the habit of consuming second scenes.

Therefore, Tencent's support for Jingdong is not terrible for Ali. The spelling and buying mode that can be spelled together is a direct attack on Ali's defensive door.

WeChat continues to make efforts in the electricity supplier, and does not charge for the traffic. The reason is also to cultivate users' habit of trading on WeChat first.

This is a good explanation for a strange phenomenon. Tencent has become the first major shareholder of Jingdong, still supporting a GMV over trillion. Support for a lot of spelling, Tencent turned to support Jingdong's Beijing hi. Even with Beijing Xi, Tencent still has the power to make WeChat electric business applet. It seems that in addition to the "Ali Department" in WeChat ecosystem, they can share a slice of the cake, and WeChat does not charge them.

Can be more prepared to be "independent", set up rules, users in the WeChat link received many red packets, only jump to a lot of App to be able to open, WeChat has offered a ban.

In October last year, in order to prevent the "flow" outflow, WeChat formally introduced new regulations, added new activities that could not induce or mislead the download / jump category, prohibit friends from helping to speed up, bargain, collect tasks, and other illegal activities, and prohibit illegal changes.

Since the temporary electricity providers do not make profits, Tencent, as one of the most important shareholders, should be "sitting on their feet". Why do we care whether the traffic is in the ecosystem or is it jumping to the outside? The fundamental reason is that WeChat is still in the habit of training WeChat users to shop in App. In order to achieve this goal, it can reach a tacit understanding with all social e-commerce platforms. Once these social business providers have "different minds", they will not hesitate to punish them.

At the same time, a lot of parent company Hangzhou Amy Network Technology Co., Ltd. has also undergone a series of industrial and commercial changes, and the Linzhi Tencent Technology Company Limited has withdrawn from shareholders. In addition, Gao Rong Capital Partners Chang Chen no longer acted as shareholders and directors, and Tencent investment management partner Jan Lamb quit the list of directors.

Having read the starting point of the Tencent power business alliance, we have read the reason why Taobao's special edition is officially independent.

   A lot of "pocket array" after the emergence.

When I was chatting with my friends in the electrical business circles, he made a point of view.

According to the observation of friends, the social networking business around WeChat seems to be in full swing, but in fact, it has not seized the original share of Ali. Only in the penetration of the sinking market, the social networking providers represented by many spells, "cut the Hu" and "share" the 35 line market users who might have gone to Taobao. In fact, the early development of WeChat's electricity supplier was not smooth. It was only after a lot of spells appeared that it opened up a hole in the sinking market.

Among the many new users, the overlap with Taobao's new users is very high. According to the "Multi User Research Report" shows that in all electronic business platform, a lot of users and Taobao users coincidence degree is higher. By the end of 2017, about 46% of the many users were also Taobao users.

According to Alibaba's 2019 Quarter Fiscal Year fourth quarter and annual earnings report, as of the end of March 2019, Taobao Tmall mobile monthly active users reached 721 million, up 104 million and 22 million respectively over the same period last year and the previous quarter. Annual active consumers reached 654 million, an increase of 102 million over the same period last year. Of Taobao's Tmall's new super 100 million active consumers, 77% came from three or four line cities and rural areas.

That is to say, although many users have been digging up sinks, some of them have entered the Ali platform. This is a reason why the two sides coexist with users.

For a chestnut, when the early WeChat opened the first level entry to Jingdong, it didn't bring much increment. In 2015, when Jingdong released the Q4 quarterly results in 2014, Shen Haoyu, a Jingdong mall, had said such a paragraph about CEO.

"Speaking of cooperation with Tencent, especially WeChat and mobile QQ, compared with the entry of PC and Jingdong's own applications, WeChat and mobile QQ level portals contribute greatly to our traffic, and the rate of repeat purchase is also good. In addition, WeChat and mobile QQ have also contributed greatly to attracting new users. As for the conversion rate, the conversion rate of WeChat and mobile QQ is lower than that of Jingdong, but as time goes on, we think that this situation will be improved.

Traffic is large, conversion is not high, at that time, we feel that WeChat eco electricity supplier gene is not strong. Over the past few years, looking back at this history, you will find that the reason why the conversion rate is not high is also related to "habit formation". Users who have already met the electricity supplier are not likely to develop the two time on WeChat.

First of all, WeChat's user level is richer than Jingdong. WeChat belongs to Jingdong's target user, or has already been a Jingdong user (at that time, Jingdong has been established for more than 10 years). It still maintains the habit of directly opening App and is used to consume, so it does not flow into the entrance of WeChat.

Secondly, the users on WeChat only have 35 lines of urban users have not yet been transformed by major electricity suppliers. Although WeChat has retained its entry to Jingdong, these users are not Jingdong users, and will enter Jingdong through the entry (that is, the cause of large contribution to traffic). At that time, the Jingdong took the high quality e-commerce service, and the users in the sinking market had little interest in it, which led to the low conversion rate.

After talking about the chestnut of Jingdong, it is easy to understand why there are so many spells of "important alliance members" in Tencent. Although the development of Jingdong is developing step by step, it will be able to stay behind.

After several years of detour, Tencent, the layout of social business, actually found a breakthrough from many spells.

For many Tencent, its value is not blocking or delaying the growth trend of Ali. The most important thing is that it grope for an effective mature mode of WeChat eco social business, that is, low price + purchase. As far as personal observation is concerned, Ali did not attach much importance to this new platform in the early days of more and more development. After all, in the development of Taobao and Tmall, there is no shortage of competitors.

For example, Juhuasuan officially restarted in 2019, and Ali, Jingdong and many billions of subsidy wars began last year.

If it is only a price war to seize the sinking users, the necessity of Taobao's special edition App independence is not urgent. Multi line operations are often the taboo of commercial competition. Besides, the independence of the Taobao Special Edition App will also divert the traffic of Taobao's main App. Ali chose the independent Taobao Special Edition App for the purpose of breaking through WeChat's "blockade chain".

What is WeChat's blockade chain? If Jingdong, Beijing Xi, and many spells are the three important links of this chain, Tencent has invested in vip.com, spice up, mogujie.com, American Group reviews, daily excellent and fresh, super species, transfer, Chu street and other electronic business platforms, and the third party on the electronic business applet is the chain between these key links. Compared with Jingdong, Beijing Xi, and many other visible rivals, the small business ecosystem of the electricity supplier is the invisible part of the "blockade chain", and the invisible opponent is more difficult.

On the 2020 WeChat open class PRO, Du Jiahui, deputy general manager of WeChat open platform, said that in 2019, more than 300 million active users of small programs were created, and about 800000000000 transactions were accumulated, an increase of 160% over the same period last year.

A lot of value lies in training WeChat consumers to spend in this closed loop. Therefore, this is why WeChat still has to support a Jingxi after it has had a lot of spells, and there will always be new support objects. As long as it can generate transactions in WeChat, it is the goal that Tencent will support.

Conversely, the rapid development of WeChat's electronic business applet is also due to the habit of low price shopping, which has become the user's habit.

Back to the problem, Taobao's special edition App is independent because it is no longer a normal competition, and it is a big problem to crack down on too many things and WeChat.

   Ali "Wei Wei Zhao Zhao" to deal with "agent" war

Defeated the many, and Beijing Xi, defeated Jingxi and later, as long as WeChat social ecological electricity supplier's rise is not eliminated, Tencent can support all kinds of "agents" once and for all.

In order to foster the electricity consumption habits of the platform, WeChat's commercialization is not urgent, so it can continue to "feed" more business alliance partners with free traffic. Fortunately, however, the development path of WeChat's social business is through the habit of buying and buying, and gradually infiltrating from the sinking market.

In 2019, many of them began to subsidize the brand goods, that is, they began to sink upward. According to statistics, as of last September, there were more than 1 million 100 thousand sets of iPhone sold on many platforms. Apart from mobile phones, AirPods, iPad and other apple devices, they were all ultra low prices. According to the spice, the platform subsidized 5 billion to sell Apple phones.

From this point of view, the sinking of the market is not just the incremental user diversion, more serious is that the prosperity of WeChat's e-commerce transactions will directly touch the foundation of Ali.

What's good for Ali is that the shopping habits of WeChat's users are still in the breeding stage. As long as the rhythm of its sustainable development is knocked down, it is possible to break this "pocket array". From the early stage of supporting the Jingdong, the effect was common. Later, the spelling and buying mode suddenly became a new force, and we could see that low price + joint purchase is an effective mode of social business growth on WeChat. Ali, without social networking platform, does not have a landing platform to compete, but the way to do it is to make "articles" from low prices.

The special edition of Taobao didn't appear this year. In March 2018, Taobao Special Edition APP had already launched a low-key test. At that time, there was speculation in the industry that Ali would take this opportunity to cut into the sinking market. But Ali subsequently "revived" Juhuasuan and Taobao and Tmall, which tied the three carriages of Ali.

The early Taobao special edition focuses more on the "source good goods origin". According to the official introduction, "this is a special edition APP that will not only save money, but also send money." Specifically for Taobao from the selection of inexpensive goods of all kinds. After its formal independence, it stressed more emphasis on "optimizing factories and wholesale prices every day".

More emphasis on "low price", crack the low price + buy and buy mode.

According to the strategic objectives of C2M announced by Taobao, in the next three years, we will help the 1000 industries to upgrade their factories to the "super factories" of output value of billions of dollars, create 10 billion yuan new orders for industrial enterprises, and build 10 clusters of digital industrial clusters with a value of over 10 billion yuan nationwide.

If the opponent is just a lot of Taobao, it will be enough. Taking into account WeChat's "pocket array", only by separating the profit from the C2M mode, can we "pull the candle" and drag the user on the WeChat platform to the Taobao Special Edition App.

Although the flow of WeChat is free, it can go to the centralized traffic, and it is necessary for every social networking provider to pay the "operation" input before it can be excavated. If build a pure low price platform, even the operation cost has also carried on "the compression", as a whole, will have the very small influence to WeChat's support electricity supplier's rhythm.

For Ali, the price war will dilute profits, the Taobao Special Edition App will be officially independent, will also divert the flow of Taobao App, it is possible to get a cheaper "symbol" stronger chess pieces. In this way, we can suppress the low price + buy and sell craze that has already formed enough climate on WeChat.

   Epilogue

Whether it is the data released by WeChat electric business applet or the choice of daily consumption of friends around, the main shopping mode is Taobao, Tmall, Jingdong, vip.com and other independent App. One of the reasons that hinders us from going directly to Jingdong and entering vip.com shopping on WeChat is the fact that we have not yet developed a shopping habit in WeChat ecosystem. Once we have accepted this way and become accustomed to this way, a lot of consumption will naturally precipitate into WeChat social networking business.

Looking back at Ali's initiative to screen WeChat, he will no longer make a fuss. Habit formation takes a long time to cultivate, or just to see this, Taobao Special Edition App will be such a high-profile on-line.

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