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In recent years, when the strategic focus of Ali and JD.com turned to the mobile Internet, merchants also placed great expectations. If Tencent e-commerce is still focusing on the PC, it is inevitable that it will not be said. In the face of the opportunity to overtake the last corner, how can Tencent mobile e-commerce grasp? The development speed of Ali Jingdong's mobile e-commerce is one thousand miles, and the opportunity cost of Tencent mobile e-commerce is too high. It is definitely more important to clarify the thinking than to rush. In fact, there are a lot of things worth learning from LED lighting companies. How to make LED lighting companies become the next Ali Empire? Let's first learn and learn from Tencent's mobile.
The basic ideas of the full text are as follows:
Strategic attention: Ali Jingdong is a tough competitor, and the business ideas on the mobile side are clear, the team execution is efficient, and there is a strong business foundation. Tencent must develop a mobile e-commerce strategy from the group as a whole, not just mobile power. The call to WeChat resources also includes rapid coordination between Tenpay and other departments. Simply put, it is necessary to set up a special mobile e-commerce team coordinated by Tencent e-commerce, Tenpay, WeChat and other departments.
Strategic adjustment: Tencent e-commerce shifts from PC to mobile, and from the real thing to the open platform. Or on the PC side, re-open the platform strategy (mobile B2B2C platform) on the mobile side. From the perspective of priority, mobile e-commerce must improve several levels, which means investing more human and material resources.
The new style of mobile e-commerce: the initial style of play is not to push the market and the i2O life service class, but should start from the low threshold, strong demand payment, booking (such as banks, mobile operators, airline tickets, etc.) Users pay for trading habits. The physical standard class takes the open platform route, and Jingdong and No. 1 stores can be included in the partner system. Non-standard items such as clothing can be used in large brands and large shopping malls (both online and offline, such as Jack Jones and Wangfujing).
Mobile e-commerce should be one of Tencent's strategy, not one of Tencent's e-commerce strategy. Tencent is a big business, and it is involved in a wide range of fields. It is one of the best players in IM, email, games, community, portal, video, etc., so e-commerce is just A subset of all business. On the surface, Tencent has the inherent advantages of doing mobile e-commerce. However, if the strategy cannot be upgraded to the group level, these resources are not said to be useless. Instead, they are constrained by internal interests. This and Ali and JD.com regard mobile e-commerce as the future, and all resources are completely different for mobile e-commerce business. To sum up, do mobile e-commerce, reluctant children can not hold the wolf, resources need real investment, have to be willing to spend money, willing to give resources, and even willing to make some concessions.
Talking about mobile e-commerce, many people here will naturally associate with WeChat. But as a company-level product of Tencent's future, it is impossible to do just a mobile e-commerce.
The future of mobile e-commerce is a trillion-dollar market. Retail sales can be expected to exceed 100 billion in 2013, and trillions of life-service services can break out and look at the mobile e-commerce market. Tencent's annual revenue of 40 billion, has been able to see the market share is already high, subject to the bottleneck of the overall size of the market. In addition, WeChat will eventually be commercialized, and the business model of seeking profit is an inevitable choice. Copying a QQ game on the mobile side will cost over 10 billion. It is a problem to make WeChat a media platform and realize the income through advertising. Although there are many speculations about these two aspects, from the perspective of Tencent's future income breakthrough, these two aspects should not be the focus of breakthrough.
A brief summary: Mobile e-commerce is a business that can help Tencent to rise to a new height. Faced with the full investment of Ali and JD, only Tencent's overall strategic focus can achieve this goal. If you want the horse to run fast and don't let the horse eat enough, it is very difficult to achieve the goal of overtaking.
Why is WeChat?
Tencent's products on the mobile side, why is WeChat? And why can't you promote QQ online shopping or the client of Yixun? This is not my choice. It is the choice of mobile internet game rules. It is a merchant and a consumer choice.
Because there is QQ, QQ mailboxes, QQ games, and portals all stand out in the long-distance running. WeChat is an upgraded version of QQ on the mobile phone. Because mobile browsing is poor and input efficiency is poor, mobile Internet users are more accustomed to using a unified portal to enter various content portals. Those senior mobile phone players know that downloading various applications, people like me, really do not like to install too many clients on the mobile phone side: a Taobao and Jingdong can also, public comments can also, if plus four or five bank customers End, two or three mobile operator clients, counting Ctrip, where to go, and catching up, really too much, and the user experience of various clients is too different, and it is not the best user solution. Now, I heard that many brands and retailers, as well as all kinds of e-commerce companies, have to be clients. I don't know how many users are downloading and staying active.
Some of the reasons are universal. When you enter the QQ game, you can play various games. When you enter Tmall, you can find each brand. On the mobile side, you can enter various e-commerce malls through an entrance (GXG, 1). No. 1 store, Wangfujing, including banks and mobile operators)?
Why is it the choice of merchants and consumers? Merchants also know that it is worthless to make an APP. To achieve a certain amount of users and activity, the human and material resources invested are as high as on the PC side. And including Tmall, China Merchants Bank, China Mobile, and various brands (including Taobao sellers) have the WeChat public number. From a few thousand to hundreds of thousands of fans. China Merchants Bank has launched WeChat customer service, which can automatically check the balance information. There are also sellers through WeChat marketing, and 10 of the orders are from WeChat. A lot of attention to the latest concert information released by the public version of the barley network, and will not miss the star that you are passionate about?
A brief summary: Tencent mobile e-commerce key in WeChat, is the characteristics of the mobile Internet, merchants and consumers. Commercial innovation and trial and error will inevitably affect the user experience of WeChat. Without the continuous support of the Tencent Group, it is likely to die. Taking into account the accelerated actions of Ali and JD, WeChat can't wait until the product matures before trying to do e-commerce, so we need to be prepared for it.
The commercialization of WeChat should be cut from rigid demand, and it is a closed loop. The needs of merchants and consumers here are very clear, and consumption habits are natural. Why can't consumers directly click on the WeChat public account of China Merchants Bank to enter the service mall of China Merchants Bank, complete all kinds of transfer, payment (hydropower and electricity), and purchase various types of wealth management products, and consume hundreds of thousands of accumulated in the service mall. Credit score. Why do loyal brand fans (consumers) can't click, go directly to the GXG brand's mall, buy the season or the new release? Why can't consumers click to go directly to the barley network's mall and place a ticket for the concert? Yes, WeChat is an entry-level product that can be used as a mobile e-commerce. However, e-commerce companies with various backgrounds linked to money do not have to develop their own apps. Just maintain WeChat fans (users).
Everything is not an assumption, but an existing demand, and the merchants will actively promote this business. For example, the seller on Taobao does not occupy the user, but it can be realized on WeChat. WeChat realizes the value of helping merchants to solidify users, and merchants can also focus on doing goods and service maintenance.
Before Tencent Mobile E-Commerce made some attempts on WeChat, but it was not so successful. It was definitely not inappropriate for WeChat, but it was wrong. The coupons of the traditional offline shopping malls are limited in the choice of coupons, the use of the crowd is very limited, and there is no case to prove that online coupons are a good business. Of course, Tencent also found an online store, Beauty Skin, Beauty Skin Exchange has no visibility, even on WeChat there is no brand loyal fans, no matter how strong push, no trust foundation, of course, there will be no transactions. However, these two poor attempts have affected the subsequent commercialization of WeChat.
Simple summary: WeChat e-commerce can cut in from the rigid demand of some users (payment, recharge, buy tickets), after users form a purchase payment habit on WeChat, then naturally cut into the brand and retailer merchants (physical), and finally promote the life service category Innovation in the O2O business model.
Therefore, from the early stage of the merchant, it can be promoted to cooperation between banks, mobile operators and airlines. In the medium term, it can be the physical e-commerce of the No. 1 store, as well as the vertical life service e-commerce of hotels, tourism and catering, and finally the offline and offline channels. Brands and retailers. It’s not difficult to trade more than one trillion a year!
Last inventory: At present, physical mobile e-commerce is basically controlled by traditional e-commerce, while airline, hotel, catering and tourism leaders are also PC-based life service traditional e-commerce. The demand for mobile e-commerce users has exploded, and all the goods (services) that serve mobile e-commerce users are already available. Tencent does not need to start a new stove to produce goods and services that are not good at it. Instead, it should use its vast amount of user resources and powerful product capabilities. How to integrate existing product services into one platform according to the characteristics of mobile Internet and user characteristics. To meet the needs of users and merchants, the trend is to become the mobile side of Taobao.
As for how to make money with WeChat e-commerce, it is very simple, and the basics on Ali (Tmall) can be used. Merchants need a variety of maintenance users and mall tools, can charge; the transaction deducts the corresponding commission. It is not impossible to have a huge amount of transaction data base and copy an Ali finance.
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