Tmall Jingdong Double 11 Extermination Plan

Here world Clothing and shoes Xiaobian of the network to introduce to you is Tmall Jingdong double 11 friends business "extinction" plan: self closed.

James DeMonaco, in the low cost film "human clearance plan", depicts a world in the jungle rule. In order to fight for limited resources, human beings began to kill each other for 12 hours, and the protagonist of Ethan Hawke had to protect her family while protecting the goodness of her heart in the impulse of bloodthirsty.

The brutal growth of China's electricity supplier industry has long been a jungle. We just don't know whether there is a similar plan for the annihilation of friends in the hands of the kings of the animals.

Ali

Just like 007 always have to deal with villains, heroes must exterminate the evil spirits. Alibaba, the leader of the business leaders, is destined to fulfill the mission entrusted by history. The spirit of the Internet is used to reinvent traditional retail formats. This hegemony must take two steps, first of all, to accept traditional retail businesses, although this is done in the name of "stripping intermediate links and helping consumers", but the means used are not always fair and aboveboard.

Are these shoes nice?

Disgraceful!

Where does it look good?

It looks better in two days.

Ali's advertisement has always been a tradition of making fun of the traditional retail business, and it is certainly not wonderful to become the fate of the fitting room. The result is that Tmall's flagship store is more and more open, which is the power of traffic + marketing. Wanda Wang Jianlin launched a billion dollar bet that can be regarded as a counterattack of traditional entities, but with the withdrawal of Wang Jianlin and Ali's success in IPO, the final conclusion of gambling has come to an end.

Compared to the joking bet, Ali is the real friend of the Internet. In 2013, the active buyers of Tmall and Taobao reached 231 million, and sellers exceeded 8 million and 248 billion of transactions were far above eBay and Amazon, ranking first in the world. But Ali was not soft at hand. She always had a good voice and disdain for her friends in a well spoken Ma Yun bone. I remember that in a small seminar, Ma Yun slightly sarcastic said: "is the company known as a hundred billion profit Internet Co?" maybe UED of a friend is not enough Internet, but Marketing must be.

The double eleven sales in 2013, though Tmall's sales have climbed to a new height, are more and more difficult to stop the subsequent unscrupulous follow up and reproduction, especially when the two main competitors have the super weight after IPO. As early as 2013's double eleven, Tmall's series of video ads, when killing traditional retail, did not forget to use a "two dog" nickname to spoof a friend, but the opponent's counterattack was quick and sharp.

Today Ali's height is cold, falling into the legendary burden created by itself. Once the marketing banquet starts, it can not stop. People only accept new myths. So this year's double eleven, Ali threw a lawyer's letter, directly pulling the game into another dimension.

Three years ago, the registered trademark was put into practice for the first time. It was Ma Yun who always praised "the spirit of the Internet is openness, sharing and responsibility"? Or has the electricity supplier industry changed? In fact, nothing has changed. Ali, who seems to be invincible, should have been prepared for danger in the long run. On the one hand, traditional enterprises have become more and more intelligent, and they are learning very fast. On the other hand, the friends of the Internet are more aggressive. Ma Yun knows this, and if the future Ali is showing more and more aggressive, people should not be surprised.

JD.COM

The double eleven game created by the electricity supplier has been upgraded from the initial gladly to the present comprehensive fire, which is a contribution of Jingdong. This year is even more so, Ma Yun, while enjoying the Rockets slaughtering Lakers, while playing the Jingdong with a trademark stick, he thought that this would be a surprise attack on the "ring bell ring, the horse to the central army, the Admiral level", but unexpectedly, the opponent had long been asleep, and the match was very good.

Although Jingdong, a 3C based producer, has transformed into a full category of electricity providers, there are genes in traditional channels, so it is not as strong as Ali has a strong rejection of offline entities. In 2013, the total turnover of China's electricity supplier reached 9 trillion and 900 billion yuan. In this market, its income must be the loss of others, and the Jingdong of self run and third party online shop should be an alternative electronic business hegemony.

Ma Yun's rookie network has always heard only the stairs, but no one has come down. Jingdong insists that the layout of logistics is a success at first. Although the losses left behind need to be filled for many years, there is a choking capital in the end. So when the double eleven Ali in 2013 was still singing in a low voice, the latter had already prepared a set of highly disseminated spoof on the Internet.

Since Shi, the most courier express!

But it's time to take off the clothes.

Faster than your boyfriend!

Dear, you fly slowly!

This group of flavors advertising directly against Biao. Ali A very yellow and violent idea is full of provocative meaning. This is probably unexpected for Ali. This year's Jingdong sends out an open letter with a series of ads that are "low price, buy one real!" to attack the weakness of Taobao C2C.

The vitality of Jingdong once again proved the fact that the electricity supplier has no friends. Last year, it lost $400 million, and Jingdong, who plans to continue to lose money in the next few years, is determined to defeat Ali's eBay mode in Amazon mode. Under such circumstances, Liu Qiangdong must maintain the high growth of the whole company and prove its sustainability, so as to be able to compete with Jingdong's Ali PK, which is 40 times earnings and 5 times its market value.

It is meaningless to argue about the right and wrong of the trademark case. Who is the real villain and who is hypocrite is not important. This is a commercial competition. No one who is responsible for both the listed company and the investor should have the moral commanding height of others.

By the way, don't you have a friend's extermination plan in your pocket? Don't pretend to be a good girl!

Wechat Business

In Tmall and Ali led this friendship business extermination competition, there is a tardy late but no one can ignore the later - micro business, just convened the micro business conference and Tencent received $300 million news, so that the founder of micro shop and pocket shopping Wang Ke does not think it is hard to win.

In Wang Ke's success story, there are several classic sections that entrepreneurs deeply believe. Pocket shopping was born out of Taobao but was hidden in WeChat's circle of friends, which made Ma Yunji angry. Wang Ke described Ma Yun's contingency and mental process with the best eloquence. First, he banned it, then incorporated it, and sold it for two. He turned to greet the investment circle and asked everyone not to invest in pocket shopping.

At the end of the story, Wang Ke and Ma Huateng had a heart to heart talk. When they changed their cups, they made this amazing transaction in just 3 minutes. The essence of this paragraph is Wang Ke's reserve and Ma Huateng's thirst for talent.

The story of no urine point + the two horse luxury background group + a lot of data that can not be verified, constitute the core competitiveness of pocket shopping. In the carnival of micro shops and ambitious expansion plan, the Tencent is really riding the tiger. In several upgrading of WeChat, several major transformation of relay micro-blog has been eliminated, including the media information platform, and so on. It is clear that the development trend of connecting O2O with the public number of the enterprise is the core, and the Tencent has never wanted to understand it.

On the one hand, Tencent hopes to use the shopping function to access Jingdong to challenge Ali positively. On the other hand, it can not help but stir up the development of the business circle. The enemy's enemy is a friend. The investment in pocket shopping shows that Tencent will not let any embarrassment lie to Ali, but it should also take this uncontrolled grass-roots electricity supplier's primary form into its control area. Of course, even though Tencent kept up with pocket shopping at a critical moment, it was still the last resort to make use of the pat store.

No matter how small business changes, the carrier that it relies on is still WeChat's own media, but the language talent of the media is used for packaging products instead of content. Since the media finally reached its new position in the media ecology surrounded by WeChat.

The rapid development of pocket shopping at the core of micro shop shows that this is a devastating parasitic species. It has also destroyed the original ecology of the circle of friends while subverting the electricity supplier industry. At least for now, it is the most promising model for the completion of the friendship business.

As for WeChat's life and death, in fact, it is not important for the micro quotient. A host's decay will have a new host instead of it. Ma Yun once said: China's Internet has ten years of good prospects, such as micro stores so desperately overdrawn, friends circle trust endorsement of the whole business, the crazy business model, there are several years of good prospects, I'm afraid no one can say clearly.

Some people think that the dispute over the electricity supplier is only a carefully designed joint speculation. Indeed, some marketing circles may have some dramas that are deceive and insane. But the situation is stronger than the people. Can friends and friends play happily together in the rapidly changing market?

China Online retailers The rise of the company began with the subversion of traditional retailing. This is the right way to get help. The boom of the electricity supplier spawned more offside marketing and PK, and consumers began to get excited. Then they suspected that they were already at a loss. Now the electricity supplier has been walking on the road of self closed and exclusive. This is a bit like the anti Utopian myth of "snow country train". Curtis, the revolutionary leader, persists in overthrowing the fetters of legendary Wilford, but finally discovers that it is only his future self.