Ma Yun, A Soft Landing

< p > two the horse war is coming to an end. The taxi App subsidy war will not be fought. Even Ma Yun once attached great importance to the promotion of personal armor, and it will also usher in a new journey.

In addition to changing the person in charge, the direction and strategy of its future development will usher in a drastic change. The following will be the adjustment of products and the reorganization of the team. They will no longer undertake the task of replicating the next WeChat in the mobile terminal. Instead, they will make a good addition to the a href= "http://www.91se91.com/news /index_c.asp" > Alipay < /a > wireless and mobile phone Taobao to achieve a soft landing.

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< p > < strong > failure: Ma Yun Gong Yu Gong has moved to the mountains and has not yet started to fail. < /strong > /p >

< p > from the beginning of the burning of the South Pole by Ma Yun, we are determined to fight back to the penguin's home to defend WeChat, which is becoming more and more powerful in the mobile terminal. There are two specific practices. One is to copy WeChat's dealings, and to walk on the road of failure which has been proved by China Mobile, millet and Shanda, with the spirit of the foolish old man moving to the mountains. Now it is also proven to have failed, and the second is to push the game with the cost of renewing words. The prospect is still uncertain.

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The architecture of P is almost the same as WeChat, from basic communication to group chat to public platform to friends circle.

The interest in social functions is unique, and there are still some minor innovations, such as changing the two-dimensional code scan button to a location, such as the UI design which is quite different from WeChat's.

The difference between the two is the promotion strategy.

Ali is a strong push, free flow, cash delivery and year-end bonus directly linked to the full marketing.

WeChat is the import of force to import, QQ address book, mobile phone address book, shake and other topics.

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< p > Ali is out of control. Unfortunately, this is a competition that has just been started and the result has been doomed.

Mickey chat is, flying chatting is also the same.

In the future, even if WhatApp enters, it will also be embarrassed to bite WeChat.

WeChat's relationship chain and brand image are unbreakable.

At present, the number of users is 1 million, which is not worth mentioning in front of WeChat's 600 million users.

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< p > close to Tencent, Tucao said, < a href= "http://www.91se91.com/news/index_s.asp" > Ali < /a > the person who is responsible for the past dug from Tencent can only be counted under the hands of Zhang Xiaolong's men. How can he compete with Zhang Xiaolong's big God? Ginger is still old spicy.

The real reason is the wrong opponent and the wrong way.

Ma Yun moved the foolish old man to the mountains, but the mobile Internet time waits for no man.

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< p > < strong > soft landing: three legged walking < /strong > /p >

P will not quit directly. One Ma Yun is not willing to admit his failure so quickly. The two is not too small to invest. Ali still needs to travel.

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< p > WeChat has three big product attributes: Communication Based on message and group, social networking based on friends circle, media and services based on public account.

These three attributes will not be abandoned, but these functions may be connected with other products and cooperate to achieve more realistic things.

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< p > < strong > 1, communications, Ali infrastructure can not be thrown away < /strong > /p >

< p > look at the poor Jingdong. Once they were allied with Tencent, they once banned employees from using WeChat. There are rumors that Jingdong will also launch its own IM.

If Ali has not been in contact with each other, Ma can only go to WeChat's circle of friends to complain about the overbearing of the four lines.

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Less important than P, more importantly, Ali Wangwang can play the same role as Ali Wangwang at the same time, and support the instant communication of Ali department, including buyers and sellers.

Although it is impossible to snipe WeChat, as a basic support tool in its own ecosystem, it is controllable and necessary for Ali. If you see Baidu will now use Baidu HI as its communication tool, it will be more acceptable to me.

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< p > in the field of IM, it is impossible to help each other, but fortunately, Ali has invested in unfamiliar streets, and the social orientation of strangers has made it the second in line with WeChat.

At present, there are nearly 100 million users in unfamiliar street, and more than ten million monthly games have been played in a single street competition.

WeChat is just like YY in QQ, and Tencent has to guard against it.

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< p > Mo street is changing from strangers to social networking, and has launched functions such as group and unfamiliar street.

But when the unfamiliar Street investors first picked the street, it was also considered that the unfamiliar street was similar to WeChat, but many things WeChat could not do. The streets could be done. For example, more games, more advertisements, plainly, the streets were more flexible, and there was much room for realization.

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< p > connecting with the recent rumors of "Ali buying unfamiliar street", Ali adjusts his dealings more clearly.

In communications, this will become a defensive complementary business, and the unfamiliar street will be an attacking player, to differentiate from WeChat, to catch up with WeChat, to do things that WeChat can not do, and even to make money for Ali.

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< p > strong > 2, social interaction, Ali diversion and viscosity cultivation tool < /strong > /p >

P is a hobby of social interaction, but now it is limited to contacts.

How big the space is and how big the space is.

Therefore, we must get rid of the contact with each other and find more links with ALI business.

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< p > for example, mobile mogujie.com shopping mall.

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< p > Tencent has invested in beauty. Ali has invested in mogujie.com. If the two horse war continues, there must be a fierce battle between beauty or mogujie.com.

Beautiful said through the Tencent in the mobile end of the resources to get high speed growth, App Store for example, the number of beautiful comments is 7559 times, mogujie.com is only 87 times, do not consider the impact of factors such as brushing, the gap is very obvious.

Moreover, Ma has always been a love and hate party for the third party shopping guide community. The traffic volume of 80%-90% has been imported into the big a href= "http://www.91se91.com/news/index_s.asp" > Taobao < /a >, but there has been an obvious diversion of Ali traffic advertising.

Ma Yun also hoped that traffic would be generated, circulated and consumed in his own ecosystem, so as to achieve absolute control.

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< p > so Ma will probably give up mogujie.com as a partner. In the future, it will be combined with micro channel, Taobao and Tmall clients to build their own shopping guide community.

It is worth noting that Ali also owns 30% of sina micro-blog, which has some social attributes and has become a diversion platform for Ali.

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< p > < strong > 3, media +CRM, message platform pferred to Alipay and Taobao < /strong > /p >

< p > WeChat another big ability is based on the Light App system of public accounts.

It has the ability to push and have enterprise customization capabilities, which can help enterprises to achieve some CRM functions quickly, such as membership management, enterprise display, interactive marketing, online booking, after sales service, etc.

Baidu corresponds to the light application platform, while Ali is micro scouring, Alipay public platform and open platform.

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< p > the basis for public accounts to enter into force is that they have a large audience.

Users do not go to App, you call the merchants to play the public account two-dimensional code is useless.

Because the number of users is too small and there is no possibility of large-scale growth in the short term, Ali will abandon the public platform.

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< p > but such a platform is very important.

In addition to being a messaging platform for businesses, the O2O market can import orders through services and achieve the so-called O2O closed loop.

Ali and WeChat have blocked each other, and they should not be open to each other in one or two years.

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So p will focus on promoting the public platform of Alipay and Taobao clients, and will probably get through it.

Alipay wallet currently has more than 100 million users, Taobao mobile phone more than 400 million, in addition to the use of frequency no WeChat high, on the scale of users can still be higher.

Information push on public platform can also increase the frequency of usage.

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After half a year's battle, Alibaba and a href= "http://www.91se91.com/news/index_c.asp" > Tencent < /a > have all been more clearly certified to their location in the mobile world, where they are good at P.

Both of them have made huge gains. Now it's time for halftime. The two teams are deploying resources, adjusting their tactics and plotting well to prepare for the next battle.

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