Liu Qiangdong And Ma Yun "Grab Women"? This Is A Counterattack.

According to the world clothing shoes and hats net, recently,

Jointly announced with the beauty of the establishment of a new joint venture, and before the Spring Festival, the new platform for investment promotion.

It is worth noting that the new company will be rooted in WeChat's social ecology, combined with the existing entry of Jingdong in WeChat and the beauty of social interaction.

With the experience gained, we will explore the new mode of social business with the opening ability of WeChat applet.

Jingdong and beauty are not surprised to join hands this time. After all, both sides have investors such as Tencent and high leverage capital.

As early as the beginning of last year, the news of "Jingdong acquisition of beautiful union" came out continuously, but now it has turned from acquisition to cooperation.

The dilemma of beauty Union

Speaking of beauty Union, you may be a little strange.

In January 2016,

The three women's vertical electric providers announced the merger, and then the new company was named beautiful union group, valued at nearly $3 billion.

The three vertical electric providers who choose to warm up together have not only failed to achieve the 1+1>2 situation, but have seen a decline in their performance after the merger and even been beset by layoffs.

According to QuestMobil's 2016 October APP strength list, mogujie.com's monthly living growth was only 9.6%, while the beauty said that the monthly activity dropped by 39%.

Compared with the 58 drops, the volume of mogujie.com, beauty, and the world's three players is obviously not big enough. Even after the merger, they are still attacked by the enemy, not only with the extrusion of giants such as Taobao and Jingdong, but also by rivals such as vip.com and Xiao Hong.

More importantly, the three have a high degree of coincidence in product positioning, operation mode and business category.

Li Chengdong, an e-commerce strategist, said in an interview that after the merger of the beautiful united group, it did not release its due scale effect, but instead suffered a larger development bottleneck. This growth dilemma comes from the entire electricity supplier industry and clothing category.

The nightmare of vertical electricity providers began in 2012 and lasted until last year.

Jumei.com, which once had a beautiful scenery, fell all the way. Last year, the first stock of luxury electric business landed on the monastery of NASDAQ, and its share price also dived. Not long ago, "Devil share" vip.com also invested in the embrace of Jingdong and Tencent.

In this life and death test, such as beautiful combination of players, holding thighs seems to be a wise move.

Publicly available data showed that the last round of financing was in March 2014, which was invested by high leverage capital in the E of 100 million US dollars, and the last time mogujie.com raised grain was in November 2015, which was funded by Ping An and Tian Tuo capital invested by US $200 million D.

Apart from the capital factor, in the competition for female users in the electricity business, sitting on 200 million registered users is a bargaining chip of the beautiful joint with Jingdong.

Jingdong's determination to become soft

The two most profitable targets are mouths and two women, which are said to be written in the Jewish business practice.

Ma Yun is well aware of this reason and successfully seized the mountain top, so that women get the electricity supplier's world.

Liu Qiangdong, who started off by 3C, has ridiculed "the vast majority of retail platforms, and over 50% of male users are losing money. Only female users get more than half of their opportunities to make money."

More soft, more fashionable and more women, this wish has been buried in the Jingdong for many years, and is also actively put into practice.

Beginning in 2011, Jingdong began to expand to the whole category. By the end of 2013, Jingdong's internal mail referred to Jingdong as "softening", and the core goal of softening was clothing, beauty, makeup, life and other industries. After all, from the gross margin and consumption frequency, clothing categories were superior to 3C products; in 2015, the third party open platform was established, and Liu Qiangdong proposed that self sales and open platform sales should account for 50% of the total sales. In March last year, the Department of fashion business independently split out of the clothing and home business division, and was interpreted by the outside world as "to rip a hole in the costumes of Tmall's advantage". Later, even Zhang Zetian came into use in the fashion show.

Nevertheless, last year's double 11 war, the fastest growing clothing business has stagnated.

In the 2017 Q3 earnings call conference, Liu Qiangdong said that Jingdong is indeed facing a very difficult "two election one" unfair competition in clothing category. Since the two quarter, more than 100 Chinese local clothing brands have been forced to withdraw from Jingdong platform. "The two quarter clothing is the fastest growing category of Jingdong, but its GMV growth in the three quarter and fourth quarter is almost stagnant."

According to Analysys data, Tmall has the largest market share in the two quarter, 80.7%, followed by 8.7% of Jingdong and 7.1% of vip.com.

In the 3C category, Jingdong still occupies the 40%-50% online market share, followed by Tmall.

Such data is obviously not satisfactory to Jingdong.

Ali and Jingdong are busy competing. As the third pole of vip.com, although the B2C share is only less than 1/10 of the former two, but for Jingdong, the ratio of vip.com to nearly 70% of the female users is obviously attractive.

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Tencent dreams of electricity supplier dream

Ma Yun has a social dream. Ma Huateng has an electric business dream.

Alipay has played a social role, and WeChat has become an e-commerce provider.

As an important role in promoting Jingdong and vip.com, beauty Union and others, Tencent has adopted the small program to play the role of the platform for the electronic business platform.

Speaking of small procedures, it has always been a "thunder and heavy rain". The original traffic bonus is nowhere to be found, and many entrepreneurs have failed.

But through Ma Huateng and other Tencent executives' public statements, we can see that the small program has become the core strategic product of Tencent. Tencent wants to integrate the cloud computing, AI and other to B end services, and then attract businesses to enter small programs.

In the Internet circles, there is a view that subverting portal websites is a search engine, subverting search engines is electronic commerce, and subverting e-commerce is social networking.

The dividends brought by the Internet have already had three small climaxes. 1998 and 1999 are the first wave, 2005 and second in 2006, and third after 2010.

Nowadays, with the gradual decline of the mobile terminal traffic dividends, people turn their attention to the line, and then come up with the theory of new retail and unbounded retail, in short, they should sell products to consumers and turn to service consumers.

WeChat's genes are social. With the upgrading of consumption, the centralization of social providers based on experience and sharing will become the easiest platform to break out.

According to the "white paper on sharing social networking business" released by Zhejiang economic development and Research Institute in November this year, the scale of social e-commerce providers has reached 13 million 800 thousand in 2016. It is estimated that in 2020, the scale of China's social e-commerce providers will reach 24 million, and the market scale will surpass trillions. In the next five years, the industry will have more than 10 times to expand the space of 2017.

At present, WeChat small programs have been testing the water with the US and the United States. Ma Huateng even took the bus to popularize the applet. The little game before the new year's Day "jump" also let us see the surprise of the explosive products.

Wu Sheng wrote in the book "Scene revolution" that new soil will create new scenes, new scenes will produce new species, and new species will define new categories. This is precisely what the Internet has given us unprecedented possibilities.

If the flow is live water, then the small program may be the next energy source continuously drained ditches.

From 2017, both Jingdong and Tencent have become more open.

Liu Qiangdong and Ali fight for female users, but the bigger is AT's new retail war.

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