Jingdong Pulled Wechat Up To Challenge Taobao, But No Improvement.

Liu Hong's sales process on Jingdong's "patting micro shop" is much simpler than Taobao, and it can be completed in less than 10 minutes. During this period, new products can also be put on the shelves, and goods data can be kept updated synchronously on Web pages and mobile phones. Since then, Liu Hong's store -- "one meter fashion" will appear in many places, such as WeChat, mobile phone QQ and Guang Tong Tong. Guang Tong Tong is the mobile advertising distribution platform of Tencent. Those advertisements attached to the end of WeChat public account are from here. According to the habit of most people, consumers who try to buy goods will directly click on these advertisements. At this point, they will enter the merchandise page that is butted with WeChat, and consult and communicate with the WeChat service number that Liu Hong is bound in advance. Finally, they will complete the transaction with WeChat.

Liu Hongsan left the HUAWEI advertising department a few years ago and joined the wave of online shopping. In the most brilliant years, the annual sales volume of his clothing shop has reached nearly ten million yuan, but since then, it has become more and more strenuous, and the intensity of competition has gone beyond the imagination of their individual entrepreneurs. In September 10, 2014, patting the micro shop announced its internal test, and Liu Hong was attracted by the characteristics that it could bind to the public account of WeChat, and transferred the store to the micro shop.

For the Jingdong trying to enter the C2C field, Liu Hong's example has positive significance, which means that the mobile shopping trend that the industry thinks is going to "break out" may happen. In October 22nd, Jingdong announced that it had patted the micro shop to end its internal test and promoted it to more people. On the same day, they also released a new product called "cheap auction", which can be launched on WeChat to make friends and buy products in a circle of friends.

"The biggest advantage of our investment is to start fast. As long as businesses accumulate 3000 fans through our platform, they are enough to operate themselves." Kui Yingchun, vice president of Jingdong and President of pat Network, said. She disclosed that with the support of WeChat and mobile QQ's advertising flow, the "patting micro shop" has accumulated 1000 shops and tens of millions of active users within one month.

Assets from Tencent, one of Jingdong's investors, played a role. In March 2014, Tencent announced that its stake in Jingdong 15% has become its third largest shareholder. The price paid in addition to $214 million is also the entrance of WeChat and QQ clients to the advertising traffic. It also packed the original pat, Xun and QQ online purchases of Tencent.

What Tencent left behind in the field of e-commerce is a painful memory. In order to compete with Alibaba, it built or bought pat, Xun and Cai Fu Tong in accordance with the plates of C2C, B2C and payment. However, the Tencent business has not been improving since the beginning of the year, and its acquisition of easy fast or even net loss of 920 million yuan in three years has finally decided to give up its own business and turn into Jingdong.

Although B2C business started, Jingdong did not plan to give up C2C. The market may still have great prospects. According to a statistics from AI consulting, although the growth rate of China's C2C market in 2013 dropped by 40% compared with the same period last year, the scale of mobile shopping transactions increased by 165% compared with the same period last year, of which a large part came from C2C. In the traditional B2C e-commerce market, the two strong situation of Alibaba and Jingdong may be difficult to change in a short time. But because of the popularity of mobile terminals in the C2C market, this situation has not been experienced before, people's shopping behavior will be more fragmented, or the decision will be made according to the social relations between some friends. The traditional advertising mode of sales will weaken, even if the big companies do not know much about this. For a sense of urgency and insecurity, in an internal conference in 2013, Alibaba founder Ma Yun even gave instructions to the wireless terminal business team to "destroy Taobao", and before the listing, Alibaba also acquired mobile browser UC, High German mobile navigation and other enterprises.

Liu Hong's personal experience can understand this very well. After he moved his shop to patting a micro shop, he brought him 100 thousand of the daily turnover during the national day. This is very similar to the situation that e-commerce has just been in the ascendant in China, that is, no matter big company or small entrepreneur, everyone has the chance.

Jingdong has made a bet: far from the mobile C2C business, no company can build enough advantages, and it also has access to WeChat and QQ traffic. The latter two provide many "free" support for sellers ready to open shop.

Tencent will automatically launch promotional ads for sellers in WeChat, mobile QQ and Guang Tong Tong when merchants enter the pat store. According to the figures disclosed by Ying Ying Chun, the lowest cost of acquiring a new user can be reduced to 0.5 yuan, which is nearly 10 yuan cheaper than Taobao's C2C platform. From the current internal data of patting micro store, the traffic source of WeChat scene, hand Q and space and other channels is 4:2:4, and will also give 1:1 advertising subsidies to businesses.

WeChat will also take a free strategy against Jingdong's C2C sellers, instead of taking a certain commission like the third party's Micro stores. Prior to this, WeChat has launched its own open platform for e-commerce business, "WeChat store". Many third party developers including "micro store" have made some attempts in this regard, and they must pay a certain commission.

It seems that Jingdong's new pat is going to go all the way, and even use the free strategy to replicate the scene of Taobao's victory over eBay eBay. However, things may not be so simple.

Tencent's stake in mobile e-commerce is not just about Jingdong. On the second day of Pat's Micro store communication, in October 23rd, Tencent came to the news that $140 million was traded for 10% of pocket shopping. The latter has launched the "micro shop" App in January this year. Pocket shopping is now connected to dozens of mobile App including Taobao, Jingdong, Dangdang and so on, providing shopping guide services to users. Compared with the 10 thousand shops of "patting micro shop", there are 12 million 850 thousand shops on the "micro shop". By the end of September 30th, the volume of micro shops announced by pocket shopping has reached 15 billion 800 million yuan.

Tencent's investment trend in mobile e-commerce shows that it may be interested in many kinds. This also represents the problem facing Jingdong's new pat in the future. WeChat can bring free traffic to Jingdong C2C merchants, but if it is used as a Mobile shopping platform Look, there will be lots of competition.

　　 Online retailers Gao Zhijing, an entrepreneur, told the interface reporter that she was full of doubts when she screened dozens of WeChat's shop platforms in the market. These platforms are very similar in terms of shop opening procedures, and even the advertising slogans attracting users are very similar, such as "zero cost, big flow and convenient operation". "There are not many friends in the circle of personal businesses. I am sorry to recommend products to every friend. I am afraid to disturb each other, but I can not drive traffic without doing so." She said.

WeChat electric business service platform "pocket Tong" founder white crow said WeChat shopping is difficult to do a sudden outbreak, nor is it suitable for high-frequency shopping. In the October 23rd "micro shop Congress", the interface journalists also learned from many businessmen that they were trying multiple platforms at the same time. Prior to this, whether social networking and e-commerce can achieve this simultaneously, Facebook, Sina micro-blog, WeChat have not been successful cases, while the US group, public comment and other service App have made great progress in the field of e-commerce.

In October 14, 2014, Alibaba also announced a project called "Sichuan project", which is related to shopping or wants to add. Shopping function App can participate in this project. In these App, consumers can directly complete the process from purchase to payment, and do not jump to Taobao mobile or other applications. This represents another idea of mobile phone shopping behavior: people will shop directly at the usual daily App with higher frequency, instead of opening WeChat or Taobao.

Therefore, judging from the final announcement of the new pat, it still needs a lot of promotion. Besides advertising subsidy scheme, it also has played the slogan of not profitable for 3 to 5 years. Jingdong stakeholders told reporters on the interface that Liu Qiangdong attached great importance to the development of pat pat, but the proportion of specific funds and investment was inconvenient to disclose.

"I admit that there is a great historical burden of traditional electricity providers, but it does not mean that we will not try new business chains." Chun Ying Chun said.