How Does Tencent Jingdong Use Wechat To Attack Taobao?

Recently, WeChat shop, JD.COM The "shopping" entrance has been launched online, coupled with the frequent voice of WeChat's third party business platform, and WeChat's ecommerce ecology has been out of fashion for a while.

And as penguin and eight elder sister had expected, Jingdong + XXX no matter how to play, variables are not large, with the pat as the cornerstone of the C2C is the core of WeChat electric business.

Around WeChat, Tencent Jingdong is working together to weave the Taobao encirclement network. Ma Yun's biggest concern is that WeChat's electricity supplier has finally come to the end.

This is the case.

1. take WeChat's big entrance as bait, pat is attracting merchants to enter.

In the new deal launched recently, there is an item worth paying attention to: Jingdong will use WeChat's ecological resources to provide a centralized solution for WeChat shops.

Among them, Jingdong's WeChat ecological resources refer to the "shopping" entry which is parallel to WeChat games.

Jingdong's meaning is actually very clear: clap the businessmen to come to the shop soon, the WeChat shopping entry will guide the public of your electricity supplier.

WeChat's shopping entrance has become the best sign for clap the business.

2. Jingdong's independent WeChat electricity supplier development project: Jingdong micro shop.

There is another message in the New Deal: no longer require the merchants to use the Jingdong micro shop system, but choose the third party service provider's e-commerce system.

Behind this fact is hidden a Jingdong business adjustment, that is, the original "Jingdong pat micro shop" has nothing to do with patting, has become "Jingdong micro shop".

Jingdong micro shop official page has been on-line, "Han Du Yi house", "Semir" and a series of large sellers have been settled. At present, the role of Jingdong micro shop is actually much larger than that of WeChat store. The experience of e-commerce system developed by the former Tencent business is much better than that of WeChat store.

There are two reasons why Jingdong's Micro shop should be separated from Pat.

First, the pat should be Taobao like a large-scale C2C platform, forcing all businesses to choose a set of electricity supplier system is unreasonable; two, Jingdong micro shop using pat to compete with the third party, will inevitably be arrested on the "new WeChat national team". Hat 。

But no matter how to say, Jingdong micro shop in the construction of the public electricity supplier process, the third party service providers are inevitable.

3. do not rest assured Jingdong and third parties, Tencent should personally promote WeChat C2C electricity supplier.

For the WeChat shop on the line, there is a voice saying this is a violation of Tencent's non competition agreement with Jingdong.

Penguin thinks this is too much, because regardless of Jingdong micro shop, or WeChat shop, compared with Taobao, its trading volume can be regarded as No. Meat has not yet been eaten into the mouth, and there is no reason for infighting.

And from the Tencent point of view, whether it is self built or investment, as long as someone can make WeChat electric business, it has achieved the goal.

WeChat store should be seen as a complementary plan left by Tencent to Jingdong and the third party.

4. what is the attraction of WeChat electricity supplier to sellers?

Micro shop is also good, patting is also good, WeChat electric business makes many of these tricks, are for temptation Taobao sellers transfer positions.

So what is the attraction of WeChat store? Penguin consulted several business experts.

One said: Taobao stores now rely more on external station traffic, and the cost of getting a single customer from a women's clothing store has reached 55 yuan. The emergence of WeChat electricity supplier is very attractive to sellers, although WeChat is also difficult to obtain traffic, but fortunately WeChat traffic is more accurate and cheaper, so the temptation is still enough.

WeChat developer Guan Peng said: from the volume of transactions, WeChat is still unable to bring too many incremental business to the merchants, but businesses are very recognised about the long-term value of subscribers accumulated in the public address.

"Friends circle business promoters" Zong Ning said: WeChat service number is the biggest weakness of the electricity supplier is traffic, WeChat advertising for entering the business is quite expensive, but the effect has not yet been verified.

It is understood that, for WeChat service number of electricity providers, most businesses are still in the wait-and-see stage or test stage, without many successful cases, Taobao merchants will not treasure WeChat.

As for the traffic problem that merchants are very concerned about, WeChat advertising tool, which is widely developed, will soon be launched. The diversion of the public address of the electricity supplier will be an important task of WeChat advertising.

5 million how far is the electricity supplier's public decision against Taobao millions?

At the end of last year, Ma Yun announced that Taobao had 9 million businesses, of which 3 million were active. WeChat has more than 3 million public accounts, but most of them are subscription numbers.

From the number of accounts, WeChat public platform still has the ability to support a Taobao ecosystem, but this does not mean that there will soon be "millions of e-commerce micro signal against millions of Taobao stores" situation.

Because the threshold of WeChat electricity business is still very high, taking WeChat shop as an example, it requires merchants to authenticated service numbers and pay WeChat deposit interface after paying twenty thousand yuan deposit. This threshold is actually very high, which is why the current WeChat public number of electric business players mainly for large businesses, as well as the growth of the Amoy brands.

However, this is the early stage of WeChat's electricity supplier. Some analysts said to penguin Jun that the early threshold was not high enough to avoid the problem of "rapid expansion of counterfeit goods and illegal commodities" in the early days of Taobao. At the same time, WeChat electric developers white crow also revealed that the threshold of WeChat business will certainly lower in the future.

Obviously, tencent Jingdong's C2C encirclement network will gradually tighten up, but it still takes time to close. This is also the last time for Taobao to break down.