Ten years ago, Taobao dominated the market, with a transaction volume of 34 million to 3 trillion yuan, and Taobao created the glory of China's e-commerce!
However, ten years later, vertical e-commerce has risen one after another, WeChat and JD are eyeing each other. Taobao will face another difficult storm after Pinduoduo. How should Jack Ma deal with this time?
The storm is coming!
Recently, a new joint venture jointly established by JD.com and Meili United Group was announced to be established.
In addition, a new e-commerce platform will be established based on the first-level "shopping" entrance in the WeChat discovery channel, which has been named "WeChat".
The new joint venture has stated that it will launch investment in full, and the brand positioning term has also been determined as the "WeChat Good Store Collection". This series of measures means that the Weixuan platform will soon enter the actual operation stage. There is not much time left for Jack Ma to deal with it.
Micro-choice is still "dangerous"
Meili United was formed by the merger of Meilishuo, Mogujie and Taoshi in April 2016. As we all know, after Mogujie entered the WeChat mini program, it achieved 3 million fans in just one month, and the conversion rate soared by twice as much as the app.
It seems to be the convenience and efficiency of the mini program, but in fact it is the 980 million users behind WeChat that are supporting it.
Joint venture chairman Chen Qi said that Weixuan will represent the new platform to take root in the WeChat platform, digging and screening all good stores worth shopping and worth buying in WeChat, and providing consumers with a richer and more novel social shopping experience.
Note that it is a social shopping experience
Jack Ma said, I don’t want Alipay and Taobao to become a pure payment and shopping tool. People don’t open Taobao if they don’t buy things. That’s not what I want.
So Jack Ma wants to do social interaction, Alipay develops life circles, white-collar diaries, and campus diaries in an attempt to occupy a favorable position, but as of now, the results have not met expectations.
However, when Weixuan officially started to operate, the shortcomings of WeChat's original e-commerce were instantly filled. Based on the massive support of WeChat's users, Weixuan will form strong competitiveness and explode huge energy.
In addition, the early dividends of Weixuan will attract a large number of merchants to settle in, and merchants will also receive more direct and crude benefits, roughly the following 3 points.
1. Public traffic support, private domain traffic accumulation
The definition of Weixuan itself is to help consumers screen many small and medium-sized businesses, allowing small and medium-sized businesses to "face-to-face" with customers.
Therefore, support for public traffic is naturally a necessary means.
However, what is novel is that merchants can accumulate "exquisite" private domain traffic, directly accumulate customers into official accounts, personal WeChat accounts, WeChat groups, and even mini programs.
Making potential users directly become fans, this is the benefits brought by WeChat.
2. Decentralization
What is decentralization? For example, if you plan to buy something on Taobao, you have to pay the money to Alipay first. Alipay urges the merchant to ship the goods. If the goods are fine, Alipay will then transfer the money to the merchant.
The procedure of "transferring money to Alipay" in the middle is the "center", and all transaction processes are controlled by "Alipay".
But if the Alipay record error occurs, you will not be able to receive the corresponding compensation.
Decentralization means allowing merchants and customers to trade directly.
Weixuan will develop various tools and channels to realize transactions, and let merchants serve customers independently in technology and products, avoid tedious procedures, and achieve "decentralized" operations.
To understand it simply: money can be directly sent to the account.
Decentralization is also one of the factors that has made blockchain concept stocks soar recently. This concept may drive the next big global trend.
3. Platform + Supply Chain + Social E-commerce
Tencent’s platform, JD.com’s supply chain services, and Meili United’s social e-commerce experience, combined with the three, all e-commerce links can be completed within WeChat.
Merchants will enjoy the most complete advantages and benefits. The most obvious manifestation is that merchants who are qualified to settle in will not need to pay any commissions or deposits, and there is no category limit, ensuring the integrated business model of merchants.
Traffic gradually disappears
How should Taobao deal with this time?
Since the rise of vertical e-commerce, Taobao's "first super" era has slowly declined. Vipshop and JD.com have resisted heavy pressure and impacted IPOs.
Later, Pinduoduo, known as the "second Taobao", scrambled to snatch the news. Now, JD.com, Meili United and WeChat are joining together.
A platform for iron-clad customers and a platform for flowing water. There was no smoke of gunpowder, but his sharpness was revealed. How should Jack Ma take action this time?
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