618 lack of previous years smoke aftertaste, the first confrontation between the two giants moving end

"618" seems to lack the previous years of the smoke aftertaste, with several major electric platform listed in succession, the PC market pattern is established, unwilling to go the Beijing East seems to focus on the layout of mobile end, the war will lead to a new battlefield.

In the mobile field to obtain the huge help of Tencent, this year, Jing Dong "618" to promote and undertake the year in the big promotion of mobile Taobao, cat wireless hand in hand, and then opened the Beijing-east and Ali Mobile electric dealer's first war.

The first confrontation between the two giants moving the end

Access to mobile phone QQ, micro-letter, such as the flow of the port support in the mobile end of the internal force multiplier, in response to the 618 promotion in the mobile end of the launch of "Seven Swords", will be red envelopes, white stripes, bargain, ahead of the many concessions such as the rush to the mobile battlefield Most worth mentioning is, the Jing Dong obtains the micro-letter first level shopping entrance, in the industry looks like "the plug-in".

In the micro-letter shopping, sprinkle the value of 1 billion yuan of red envelopes, so that users grab the joy, this is the micro-letter idiomatic play, now let Jingdong in 618 promotion period such as Tiger wings.

By contrast, although the mobile phone Taobao and the Sky Cat Wireless in the year to promote a little bit less on the new idea, but 50 percent, red envelopes and pre-sale combined boxing power is still not to be underestimated.

Prior to this, the mobile phone Taobao has been through the framework of advertising, signed long Legs Obadhai spokesperson Min, and quick taxi, online life services, such as business cooperation, such as a variety of marketing methods, long time to maintain high exposure, so as to build the barriers of user habits. Plus last year's cat double 11 period of mobile phone client running-in, this year to promote a very comfortable, with less effort.

Looking back two or three years ago, every year in June, Jingdong and the cat will start a bloody war, luring businesses and users. From the initial point of the Thunder, rain price war, the war of words, to fight logistics, blending sent service war, and then to this year's PC end the overall situation has been set, the two sides of the war can not be fought.

Clearly, the mobile end has become the two big power companies have to plunder and scramble for new sites, June this year to promote the first confrontation on the mobile side, will also become the real effect of the two sides mobile strategy touchstone.

Betting on moving at all costs

Whether it is jingdong or Alibaba, facing the uncertainty of the future, it is the important drive of its accelerating impact moving end. Ma Yun once spoke, "beat Taobao must be a mobile phone taobao." This kind of rhetoric from another point of view also validates Alibaba to the mobile Internet awe, its subtext is "defeat electric business tycoon must be from the mobile internet World".

To this end, this year in June, the Jing-dong, Ali at no cost, doom attitude toward the mobile end of the tilt of resources, even at the expense of the PC flow to the mobile end of the output.

According to billion power network to understand, at present, Jingdong mobile phone clients for the first time to reduce 5 yuan, micro-letter shopping issued 1 billion free red envelopes; Ali Baba opened the "Code era", with two-dimensional code will commodity, platform, user mastery, mobile phone taobao.

According to the results of both sides, the first quarter of 2014 through mobile Internet mobile phone to increase the proportion of single to 18%. Alibaba in the 2014 fiscal year (April 1, 2013 to March 31, 2014) The total volume of mobile goods sold has reached 319 billion yuan, turnover accounted for 27.4%.

For the platform of the electric business, the flow of the world. With the popularity of mobile terminals such as smartphones and tablets, and the advent of social applications such as micro-mail and mobile phone QQ, the mobile end has become an increasingly important channel for connecting to the Internet. The Power quotient PC end of the flow dividend has been lost, followed by all the forces would like to take a piece in the mobile field, the mobile electric operators in the first time to occupy a favorable terrain.

More and more businesses in this passive "migration", has felt the platform to move the determination and investment. There are brands to billion power network feedback, in the absence of excessive marketing of mobile end of the premise, found that from the mobile end of the traffic, sales began to grow rapidly in the near future. A luggage brand revealed that its flow from the mobile side has reached 50%.

"It is clear that the platform at the expense of the possibility of cash flow, but also strive to promote opportunities to create artificial mobile flow dividend." Although, to a large extent, the traffic on the PC side is shifted to the mobile end. "The above businessmen believe that the electricity business is the platform to pull the user to the mobile end of the best time."

The merchant also pointed out that from the day cat in the mobile end of the past experience to see, each big promote mobile end user volume will be a new level. For the first time in the mobile end of the Beijing-East, the 618 great significance is extraordinary.

X Factor micro Letter or will turn the tide of the war

Although the micro-letter is mobile end social application, but with its huge user base, it is very likely to become the mobile electric business structure before the biggest uncertainty and spoilers.

On the eve of the 618 promotion, Jing Dong opened a micro-letter shopping entrance. Insiders said: "Jingdong with the use of micro-letter flow savings users, micro-letter to the east to cultivate users in the micro-letter shopping habits." "On the PC side, because Tencent has no electric quotient gene, it cannot convert the traffic advantage into the sales advantage of the electric dealer."

After the injection of Tencent capital to the east, the industry for the future of micro-letter and Beijing East may achieve 1+1>2 effect is quite a vision. After all, in the PC end of the electricity market, Ali is a monopoly of the electric business situation, there may be changes in the mobile field. These are the brands that don't want to be overly reliant on the platform to see.

At the same time, the strong social, sharing and display functions of the micro-credit circle also provide great imagination for the development of the future Jingdong micro-store.

In addition, micro-letter also to the brand to improve a direct face to consumers of a new development path, platform model in the future may be affected by the impact of the mobile end.

However, the future of the micro-letter and Beijing East can be smoothly integrated, mutual help or unknown.

It is doubtful whether micro-letters can be smoothly commercialized as a social application. The micro-credit team's restraint on products is being challenged in various aspects of Tencent, while other giants such as Alibaba are eyeing mobile portals to try to outflank the micro-trust.

From the 618 activities, whether in the mobile phone Taobao or cat wireless, Alibaba is still very calm, did not show that Ma Yun earlier during the Spring Festival, in the face of micro-letter red envelopes revealed in the Marvel, its earlier wavering mobile strategy also began to have a "backbone." This shows that the Ali electric operators are adapting to mobile internet, it may be waiting for a micro-letter or Jing Dong own mistakes.