Taobao special edition is about to open WeChat applet?
has an interesting news recently: WeChat will soon launch Taobao special edition mini program.
opponents who have always been on the same level with fire and water, even have a day to shake hands and make peace? Is it fake news?
On March 25, Alibaba Vice President Wang Hai confirmed this cooperation intention between Ali and Tencent. Ali did submit an application, but it has not yet been approved.
Prior to this, Tencent President Liu Chiping also responded on the conference call. Although this response was very vague and showed extremely high emotional intelligence, for the outside world, this air conversation was already very It's rare.
This shows that both Ali and Tencent mean to sit down and talk. Moreover, Ali seems to have taken a step back and gave Tencent the right to choose, but Tencent seems a little hesitant about Ali's olive branch.
Currently, the special edition of Taobao has not yet opened the WeChat applet .
It’s been one year since the launch of Taobao Special Edition APP.Judging from the name, it looks like a supplementary section of Taobao. In fact, most people who have used it can feel that this APP has a strong " Pinduoduo " flavor.
Actually, the Taobao special edition was first launched in 2018. At that time, it was a shopping artifact with "earning red envelopes", but its products are actually the same as Taobao. of.
Until March 2020, it was revised to a shopping platform that is more inclined to C2M (directly connected to consumers and production bases). Thanks to 1688 merchants and custom-made merchants selling daily, Taobao Special Edition can quickly get started with this business model and get rid of dependence on Taobao products.
In just one year, the number of Taobao special edition users has increased by more than 100 million monthly active users, and it has united 1.2 million industry belt merchants.
This achievement is very eye-catching, but there is a terrible problem: Most users and merchants of Taobao special edition are attracted from Taobao.
Traffic flows from the left hand to the right hand. What is the fundamental breakthrough?
to enter the sinking market,Ali needs more traffic
As an e-commerce company, Ali is handy, but the emergence and growth of Pinduoduo has shaken its leading position.
According to Pinduoduo's most recent financial report for 2020, the number of active buyers on the platform reached 788.4 million, which has surpassed Ali's 779 million, becoming China's largest e-commerce platform.
Ali has already touched the traffic ceiling, and it urgently needs to open up new markets.
sinking this piece of cake in the market, Ali also wants to divide it up. It is not only a need to defend one's own status, but also a reliable direction for opening up the territory.
Pinduoduo's dominance in the sinking market cannot be easily shaken. To snipe, you have to go deep into the hinterland. WeChat is this "hinterland".
To conquer the sinking market, Pinduoduo has set a good example, and in its rapid development, WeChat has played a vital role.
WeChat’s existing users have exceeded 1.2 billion, and the number of users using mini programs has reached 400 million.It is a huge traffic pool. This traffic pool was never touched by Ali.
In addition to traffic, WeChat also has a very large and complex circle. Through social interaction, a piece of information can be spread very efficiently. Social fission is here to try.
Because of WeChat, we can see friends and relatives sharing links in the circle of friends, requesting likes, help, and a knife. In WeChat, everyone knows that Pinduoduo relies on the "10 billion cash subsidy" to induce users to share in social circles with cash red envelopes to achieve the purpose of attracting the new.
Jingdong 's Jingxi, also using WeChat applets and social fission, has absorbed more than 100 million users in more than a year.
It can be said that WeChat is currently the "closest" place to third- and fourth-tier cities and towns. To reach the sinking market, the WeChat applet is the best and most effective entry point.
So why is it Taobao special edition instead of other business lines?
So far,Alibaba’s several major platforms are already very large. Taobao and Tmall already have a fixed and huge user base and a wide range of products. It is easy to change the business model, and will face greater challenges. Risk of crash.
hold on to the existing position, open up new markets, and use new platforms to do it, with less risk.
In addition, the current user scale of Taobao Special Edition is not large, and the product categories are not complete. It can be more flexible in the transformation and adjustment of the model.
In addition, Taobao Special Edition will be a sinking e-commerce platform, which uses a sales model that directly connects consumers and manufacturers, which is very different from Taobao's business.
There are a large number of third- and fourth-tier city residents active on WeChat. When they shop, they prefer high-quality and inexpensive products. Low prices and subsidies are often the most effective "traps" for new users.
Direct sales increase the demand of Shanghai, which can save costs, reduce prices, and attract users.
In addition to users, Ali also wants to use the Taobao special edition to bring back the merchants who have been lost from Ali and switched to Pinduoduo.
Since we want to seize the traffic of Pinduoduo, it is better to "recreate" Pinduoduo.
Ali is very helpless,Tencent is very entangled
It is not difficult to see that in order to enter the sinking market, Ali has made concessions because once WeChat settled in, it needs to accept WeChat payment in terms of payment methods. This is for Alipay, and Not a good thing.
More importantly, Ali also gave Tencent the opportunity to further invade its own ecology. The so-called "people under the eaves, have to bow their heads", operating on WeChat is vulnerable to WeChat's control.
Even if there is no conflict with Tencent's business, Pinduoduo has only one small program on WeChat. Like Taobao, only password links can be sent.
But it is inevitable that Taobao special edition will open the WeChat applet, so Ali had to do it.
Ali has had a showdown and it seems to give way, but Tencent is not doing well at the moment. Earlier, Tencent president Liu Chiping mentioned in his response that “open up and encourage cooperation with other companies”. Now that the approval has been handed in, the right to choose whether it can be passed is in the hands of Tencent.
has not been approved for a long time, which shows that Tencent is also very entangled.
In such a cooperation, Ali's benefits are actually significantly greater than Tencent. To make Tencent nod,Mere concessions on payment channels may not be enough. Or, Tencent wants to make a big move; or, in fact, Tencent has its own considerations.
In fact, WeChat has been building and improving its own e-commerce network. The current result is a very diverse ecological closed loop, group chats, circle of friends, public accounts, and mini programs , Small video, small program, very comprehensive and convenient.
has a sufficient user base and a complete ecological network. Why does Tencent not be an e-commerce company?
In fact, Tencent really had this idea. Last year, Tencent launched two small programs, "Little Goose Pinpin" and "Tencent Huiju", both of which are related to e-commerce. Independent e-commerce applet, you can join groups and plant grass.
If Tencent does have this intention, then it may welcome shops more than e-commerce platforms like Taobao special edition.
But now, Tencent has not released a strong signal.
Even if Tencent does not reject it, it still needs more concessions and benefits. Therefore, if Ali wants to make Taobao special edition settled as soon as possible, it also needs to continue to increase its profits.
Author: Wang Xiaomeng
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