Fang San Wen: Why Did Sina Buy Mcglaughlin?

Let's take a look at an old article I wrote three months ago.

This idea is probably outdated.

For example, if you talk to the Shaxian County snack boss downstairs, you can engage in e-commerce. Sales will double. He must be very interested. Even he is willing to pay 1 yuan for every business to sell a bowl of Shaxian County snacks.

But how to develop e-commerce? To open a shop in Taobao? This is obviously a bad idea:

1, build and operate one.

2, the display and display function of online shop is not necessary for him.

His menu is a simple two A4, the most, each dish attached to a photo, right?

3, no entry.

A small shop like him can't compete with Taobao in terms of access resources.

4, his customers may only come from around 1 square kilometers. The demand for e-commerce is to increase the efficiency of customers in the 1 square kilometers.

99.9999% of Taobao's customers are ineffective to him.

5, many customers looking for snacks in Shaxian County may not be in front of the computer, but just hesitate to take cell phones in the streets.

So what is the e-commerce that Shaxian County snack boss needs?

1, an account has the function of customer service. Maintaining this account requires only one mobile phone.

2, this account is very convenient for customers to locate through location search, such as on mobile phone map.

If the account has user evaluation function, it will make it easier for the customer to make a choice in a short time.

3, this account should have the function of micro payment to facilitate customers to pay or order, and to avoid such trouble.

You can search for a snack in Sha county on the Google map. There will be a lot of Shaxian County snacks marked around you. Point out that label. It is an address sheet. There is a phone number and telephone.

Well, mark this address and change it into a live account.

This is what I think is the e-business mode in the mobile Internet era.

An account with location location, micro payment and user evaluation function.

With such an account, almost every Shaxian County snack can become an e-commerce user.

Don't look down on Shaxian County snacks. Do you know the sales volume of snacks in Shaxian County last year? 16 billion! Besides, there are mutton steamed bun, Lanzhou ramen, Liangzi fitness, and cash box KTV waiting to expand their customers online, and they are willing to pay for it.

But I didn't realize that the first one to come in was Mcglaughlin.

It is not unreasonable to think about it.

From Mcglaughlin's point of view, although it is known as the first share of e-commerce, it used to rely heavily on sales in the past.

Now

From the perspective of sina, we all worry about the profit model of micro-blog. In fact, Cao Guowei talked about e-commerce many times.

Many people do not understand the relationship between micro-blog and e-commerce.

For most small businesses, the threshold of online shops is too high.

Electronic commerce only needs a customer service account with geolocation and micro payment function.

This may be the prospect of e-commerce in the mobile Internet era.

Now, micro-blog seems to be the easiest product to have these functions.

So micro-blog is likely to become an important e-commerce portal after Taobao store and search engine.

Sina will try to use micro-blog to do e-business. The first big client should not be a small customer like Mr. Shaxian County snacks or Mr. screw powder. The Jingdong is uncertain. So, the business model and share price are in a dilemma. Mcglaughlin is not a very good quality, but it is easier to get the target.

Understanding this, we can vaguely see micro-blog's possible profit model, and why Sina wants to buy Mcglaughlin.

Of course, this is just two companies who want to get rid of their predicament and try the water in the general direction.

There will be countless new problems in the process of testing water. We can only say, good luck to them, success in testing water is experience, failure is a lesson.

But I firmly believe that the general direction is right, if failure will only fail in details and implementation.