The Layout Of The Future Electricity Supplier Will Be Born In The Turbulent Taobao War?

The three countries that pass through the Yangtze River are actually not built in Chibi.

It is generally accepted that in the 213 year of the war, Cao and sun's two wars broke out at the end of Ru Kou Kou.

Also in that war, Cao Cao sent out the feeling that "a son should be like Sun Zhong Meng". Then Sun Quan moved against the trend and stabbed the Jingzhou Liu Bei Guan Yu group from behind, which helped to promote the formation of the Three Kingdoms situation.

Of course, throughout the Three Kingdoms, there are also rules and regulations. Cao Sunliu and his three friends are sometimes friends.

After all, it is an age of heroes.

What makes people feel very interesting is that in 2019, the video business market in China also formed a situation similar to that in the Three Kingdoms period.

And a lot of entries, so that the current most popular market in this new round of mutual love killing, from the Three Kingdoms became the Quartet.

The funny thing is that the three countries that are deeply affected by Cao sun Liu are finally coming to the throne. This time, the winner of the video business market war is probably not among the four parties involved now.

　　 Upset voice

Zhang Nan, the old voice of trembling voice, may be unhappy for some time.

Striving for two years, opening up a short video such a track, originally meant that the headlines were the beginning of the new dimension reduction and market expansion.

Even in 2018, Zhang Nan took on more work for this purpose. For example, with Tencent backbone, on-line social networking products and so on.

At that time, Zhang Nan led the team to consider the most, in fact, is the way of earning profits.

Because of this consideration, the quiver in the second half of 2018 is somewhat aggressive. After all, the whole team thought the most about how to get a bowl of rice from someone else's solidified market.

But in 2019, the outbreak of the short video network red tape market brought new opportunities to Zhang Nan, and it seemed to leave a road to the future.

Quivering and quick adjustment, although the introduction of their own vibrant shop, but know that they do not have the electricity supplier gene Zhang Nan, or put an olive branch to Taobao.

As a result, more and more people found that the red tape brought more traffic to Taobao.

This is not only traffic flow but also visible gains.

Even at the mid - year meeting, Zhang Nan made a slight adjustment to the strategy of shaking the voice this year. After launching the related promotional tools such as pay and drop, the voice became more and more transformed into a video media platform.

The establishment of Taobao drainage 20% on the basis of the flow to earn water, has become the consensus of the whole management team. After all, this is the least risky, and the related after-sales service can also be commissioned by Taobao.

This is seen as Zhang Nan's choice of the whole vibrato team. If there is no follow-up three months, it is likely to become a case of MBA management.

But everything has changed dramatically since July.

　　 Taobao changing face

In September, the electricity market in China changed suddenly, and the retirement of Ma had brought great changes, especially in Ali.

Zhang Yong, who was formally established as an official, urgently needed to make his own achievements before Ma's achievements, in order to prove the correctness of Ma's choice of successors.

The first thing he did was Taobao.

No one could have imagined that Zhang Yong handed over the place he had started to a post-80 generation.

6 months before Ma retired, a notice by Ali shocked the entire electricity supplier market. Jiang Fan not only served as president of Taobao and Tmall, but also entered the 38 partner list of Alibaba.

Those who are familiar with Ali's system know that partners and committees are the real power in Ali. Zhang Yong put Jiang Fan in this position, actually equivalent to giving him a "Shang Fang sword".

This represents absolute rights and, of course, absolute responsibility.

Less than a month later, Jiang Fan took off.

Originally, Jiang Fan's fancy is actually quick hands. Not only because Chiang fan and the founder of fast hand, he was a colleague of Google in China, but also because he had a common "friend business".

On the side of Ali, whether Taobao released the new strategy for consumption classification in 2018, or in 2019 Chiang fan proposed the operation focus of Amoy shop and socializing as the core, including the revival of Juhuasuan channel, all of which were inseparable from the determination to fight for the sinking market from a lot of hands, while the fast user and traffic were fully in line with the taste of Chiang fan and Taobao.

The faster side is even simpler. Because it is more grounded than shaking, it can touch the sinking market of the three or four tier cities.

It was supposed to be a match made by heaven, but Jiang Fan still had some doubts about the quick delivery of live goods. After all, since the second half of 2018, Taobao's own live delivery has actually become a new revenue growth point for e-commerce business.

Whether the coincidence of this format will affect the future development of Taobao, Jiang Fan has been hesitant.

In March, a new round of lakeside University opened in Hangzhou. Both Hua and Chiang fan attended the speech. It was said that two people had a long talk that evening.

Su Hua also hoped that after coming back, he would prepare a new plan and communicate again. But the news he overhears makes it difficult for him to calm down.

Adhering to the consistent style of Ali's work, Jiang Fan also talked with the quick hands directly, and arranged special people to talk with the jitter. According to news from Hua Hua, the two sides have signed a contract of cooperation of more than 7 billion yuan.

But soon, Zhang Nan could not laugh.

In June 20, 2019, Ali's mother's official platform suddenly updated the rules to the whole network business. The notice said that it would add a 6% special fee to the Taobao alliance content library product in June 24, 2019, and this rule update was obviously aimed at quick hands and jitter.

This makes the implementation of Taobao's cooperation with the 7 billion yuan of the trembling sound, nothing to do.

Insiders say that such a situation is likely to be related to Taobao's negotiations with the jitter. It is said that during the negotiations, the trembling sound grabbed Taobao's rush to achieve cooperation. The lion opened the door and asked Chiang fan to choose 2 of 1 between the quiver and the fast hand. This may be the starting point for a series of changes.

Jiang Fan, who was naturally unwilling to be controlled by people, threw out a notice of special charges for raising the price, and made the trembling sound desperate.

Because according to the present regulations, from every order of Taobao's drainage, we can get 20% of the sales revenue. After Taobao charges an additional 6% service charge, the actual score will be reduced to 14%, which will greatly reduce the income of the vibrato and the attraction of the network red man institutions.

A quick hand to catch up

Chiang fan seems to have gone back and forth. But he refused the quick hand, which made the fast management team feel hurt.

Then they proposed a radical K3 campaign to complete the target of 300 million DAU before the Spring Festival of 2020.

Of course, the fast management team also formulated counteraction measures against Taobao.

According to the news, the announcement of the fast business operator will add 50% of the actual promotion commission to the multi third party e-commerce platform, including the Taobao alliance of Ali Mama in July 20th. The fast hand said that the Commission for the increase is not a platform possession, but will be used to set up user bonus.

Even in the background of the electricity supplier set up, the quick hand has also made more adjustments, in order to guide the business to their own quick shop.

"De Taobao" has become the main strategy for the fast development in the second half of the year.

This unwittingly turned the quick hand to Taobao's live broadcast, and the two sides ran on the same track.

Because the live broadcast of Taobao is facing the precise users in the station, so the conversion rate is very high, but the traffic is very few. And the sonic live broadcast is almost negligible because it has just started, so the two families can play happily.

But the fast hand is flow and conversion rate, so once the fast hand and Taobao live direct cooperation, the damage to Taobao's subsequent live broadcast business may be devastating, which is probably the main reason for the fast hand Ali cooperation to talk about the collapse.

And the quick choice to increase Commission is actually another kind of wisdom.

After all, the development of Taobao is still the direction of development, rather than the main source of traffic. The GMV aggregation platform represented by Alibaba still holds the original intention of buying the flow to the world by Ma.

As a result, the rapid increase of commissions and diversion of users to their fast shop are considered to be the gateway to Taobao traffic.

This fight was very painful in Taobao, but the short hand was not enough, and the next punch was given to Taobao.

The latest news is that the quick hands are in touch with each other and are likely to reach a cooperation agreement in the near future.

This is really the enemy of the enemy is a friend.

　　 Much more involvement

It is said that close cooperation has been achieved.

After all, for a long time, the list of gold owners who put the most ads into their hands is a lot.

In fact, there are inherent logic in the combination of quick hands and many hands. After all, the fast hand or want to do is a platform for live and video, and the electricity supplier is only a small part of it.

Compared with Taobao, Jingdong, and many years of matching technology and management, many of them have just begun to enter the electricity supplier, but there is not much room to choose.

And much more urgent need to find the next traffic entrance.

From this point of view, the cooperation between the two sides has a touch of smell.

What's more, for the fast hand, live broadcasting is only a small part of its video development process. From the live broadcast, short video will be cut short, and the willingness of the fast will be much stronger than that of the short video cut into live broadcast.

This means that in this competition, the fast hand is the strong offensive side.

The combination of quick hands and lots of spells brings not only the integration of sunken channels and the fierce competition in the sale of electronic business, but also the quick operation of short video business outside the electricity supplier.

For trembling Zhang Nan, this reality is somewhat different from the idea of shutting down cooperation with Taobao to solve the commercial source of fast track video.

Who is the winner?

The cooperation between quick hands and lots of matches has not been officially announced yet, but more interesting things have already happened.

In December 2019, many of the products were announced live online.

If people often watch videos with goods, they will find that there are two factors that can arouse audience's enthusiasm for buying in a flash. One is whether the quality of the video can arouse the interest of the audience, and the other is whether it can provide the best product with the lowest price.

From the point of view of efficiency, the core competitiveness of live broadcasting comes from the combination of goods. Even the head net red anchors such as Wei Ya, Li Jiaqi and Simba also need to spend a lot of energy on the product mix.

In other words, who provides the goods more comprehensive, cost-effective, more able to meet the needs of fans, who can continue to occupy the head position to maintain competitiveness.

In terms of price, a lot of competition has always been competitive. After all, it's a lot of competition to start from a group and a subsidy, leaving people with the impression that low price products are aggregated.

Therefore, it is an inevitable choice to spend lots of online live broadcasting. But this is undoubtedly a knife to the heart that has already been bleeding.

Now look, the market of red net video with goods, the Quartet of mixed fighting has already appeared. In 2019, all of them enjoyed the feast.

But in fact, we should remind the four sides that the Tencent Department has not voicing.

Don't forget, Jingdong launched the "Beijing Xi" community platform.

In addition, Tencent has been sparing no effort in promoting the rapid development of its short video platform. If the Big Mac who has grasped the entrance of social traffic is killed, it will be hard to say who wins and who loses.

After all, it is an indisputable fact that Tencent is watching live broadcast online in December 17th.

If the last Quartet loves to kill each other, it will be fun for Tencent to benefit from fishing.

But anyway, after this fierce battle of the Warring States, the layout of the electricity supplier will emerge in the next ten years.

All of this will be written into history.