The Battle of investment in electronic commerce

Seven years ago, in E-commerce is still in the warm, Ma Yun has said such a word: with a telescope to find also see opponents. At that time Alibaba Group left Ali, right Taobao, to pay treasure for the letter, China's E-commerce market has just formed. At that time it seems that E-commerce is Alibaba, Alibaba is e-commerce. Ali Group is like the electric business of Huashan, and is located at the highest peak of Ma Yun, the expression must be like a Ali logo, a smile Gao Yang head. It would be a surprise to look down now. Previously holding a telescope can not find opponents, has recently quietly broke into Alibaba's backyard, and the movement is not small.

In the past year, Baidu Tencent two laymen to invest in 10 e-commerce projects, which is only disclosed, not disclosed perhaps more.

Industry once considered, as the most likely to become "Chinese Amazon" Jingdong Mall is Ali group "Scourge", the same as the three giant Baidu Tencent lack of "internet genes." But the reality is in Baidu, Tencent own test water E-commerce did not get the ideal return, it is trying to invest in strategic layout e-commerce, restructuring their E-commerce empire.

The question is, can Robin Li and Ma take a firm foothold in the "backyard"?

Self-Electronic business lost to Alibaba to invest strategy

Back in 2006, Tencent Pat official operation, 2008, Baidu launched there ah. At the end of March this year, Baidu issued a notice, said that the May closed the shopping platform, related business to cool days, Yao Point 100 and other partners, marking the 3-year defeat Taobao plan of the final failure.

From the current data, Tencent Pat and Baidu and Taobao still have a considerable gap. Eric data shows that in the first quarter of 2011, China's online shopping market overall transaction size of 170 billion yuan, of which consumer-to-consumer online shopping market, over 90% of the transaction from Taobao Consumer-to-consumer, followed by Pat Net, market share of 8.9%. In the market, Taobao Mall accounted for 46.9%, Jingdong Mall accounted for 15%.

The Consumer-to-consumer online shopping market in the first quarter of 2011 was a 90% deal from Taobao, according to data from Eric.

Tencent and Baidu have also been accused of lacking the genes to do e-commerce. Analysys International analyst Shou sent to believe that the layout of E-commerce market in the way there are two kinds, one is to do their own, and the other is to invest in cooperation with others. Because of the genetic problem, Baidu, Tencent's expertise is not in this regard, when their own e-commerce attempts have not been very good returns, through the investment approach, in fact, is a more robust layout.

"The next 2-3 years, E-commerce is a piece of fat, who want to bite a mouthful." E-commerce is the IT industry heavy project, if can occupy a position, to its company overall profit has a good promotion. "A person in the e-commerce industry said.

The head-on war is not, Baidu, Tencent's center of gravity seems to turn to investment.

Baidu Tencent "crazy" investment in E-commerce

Kelan Diamond, Easy News Mall, good music buy, mom nets, F Group, high friends ...

If you want to find common ground in many websites, they have one thing in common besides e-commerce sites: they all have an identical shareholder-Tencent.

Baidu also hero more let, from last year, and Daphne together to build Yao Point 100, with Japan Lotte set up a cool day, investment decoration Home E-commerce website Qi Home Network, and the shoe giant hundred Li to establish a network, the next 3-5 years in Henan province on the investment billion to help SMEs develop e-commerce. Baidu board chairman and CEO Robin Li personally invested in Jingdong Mall, allegedly 1.2 billion scale.

These are only the two big "crazy" projects that have surfaced, and there may be more hidden. A senior electrical business person said, almost all well-known e-commerce sites have received Tencent, Baidu Investment Department of the telephone Consultation ...

Baidu Tencent's ambition: to help flow of liquidity

A control of China's largest flow portal, a cumulative hundreds of millions of internet users, sitting on the vast number of users and traffic Baidu Tencent two giants are doing the same thing: the flow of liquidity.

Tencent, Baidu Capital and flow of abundant, optimistic about the growth of E-commerce market, through investment to obtain income is the most fundamental purpose. Eric E-commerce analyst Su Yanyan believes.

From the current E-commerce investment in the field of view, with two characteristics: first, vertical E-commerce, has a greater growth; the second is the investment of enterprises in the vertical field in the first echelon of the enterprise, is a better candidate seed.

Good Lok Buy CEO Li Shubin has said that the start of the C round of financing process, investors are very enthusiastic, the old investors have the intention to follow the vote. "The last choice of Tencent, there are many reasons, such as the opening of Tencent platform and Tencent has the largest flow of domestic access and many other advantages." "Li Shubin said.

Tencent has 670 million active QQ accounts, at present, Tencent opened Tencent friends, QQ Space, Tencent Weibo, Tenpay, E-commerce, search, QQ color Shell Alliance, QQ eight platform. Ma at the partner conference has said that Tencent Open is not a simple sell traffic, but to provide full platform service support, including traffic, account, user relations, payment and other resources support.

Baidu is the largest gateway to China's Internet traffic. As of the end of March this year, China has 477 million netizens, generating nearly tens of billions of traffic every day, and billions of of them are in the Baidu search engine and related platforms on the transfer. Baidu accounted for 75.8% of the market share of Chinese search engine operators in the first quarter of 2011, according to a report published by Analysys.

Two big challenges: how to integrate with your business

However, Tencent and Baidu in the layout of E-commerce, more like the role of investors, the future, but also to see how their business development.

"Can not simply use the investment way to do E-commerce, but also to the existing resources such as brand, traffic, etc. to integrate, do differentiated e-commerce." Investors are not business operators, through investment to maintain a place, how not to grasp the core e-commerce business, the future is still risky. "Shou sent.

He believes that Tencent, Baidu is a scatter-type layout, more is in the project, the system is relatively weak; Alibaba Group, including Taobao, Alipay, Business-to-business, is a relatively large e-commerce system structure, in the short term, hundred teng, the message is beyond.

"Upfront investment is also paving the road for the next business, and will certainly combine with its own business in the future." "Shou sent to think.

The future, how to integrate with their own business, but also to wait and see.

Experts: If not innovative Baidu Tencent will not become a leader in E-commerce

On the one hand, people in the sigh of Tencent's intensive, open process accelerated, on the other hand, its investment strategy also caused people to think about e-commerce industry.

Internet veteran Xie pointed out that Tencent, Baidu in the field of E-commerce investment, is not the action of the Internet, but the practice of industry. "The original did not dare to invest in E-commerce, because E-commerce is losing, now E-commerce began to profit, began to buy points." This kind of thinking, to present the real electronic commerce mainstream, the leader or the big aspect speaks, in my view is too practical. ”

Xie that the real internet mainstream is in what way selling things, not selling things, should be a business model revolution. On behalf of Amazon and Apple, from selling books to selling electronic version of the service, is a mode of innovation; Facebook as the representative (of course, now immature), not directly selling things, but through social relations, social networks, web2.0 era of E-commerce gradually become mainstream, the next decade to play more people.

"Regardless of Tencent's way, Alibaba of the way, Baidu, I do not see the trend in this area, remind the industry should pay attention: the field of E-commerce into a major innovation phase, you go to invest in vertical e-commerce this kind of play, did not bring the advantages of the Internet industry, also did not keep pace with the development of the Internet industry. are industrial investment, nothing new. "Xie points out.

And Amazon, Facebook and other innovative models, domestic how to learn from?

Xie that on the one hand, do the platform, do open, on the other hand, on the web2.0 platform on the basis of people-centered, try new e-business model----namely two feet walk. "If the platform does not know, do not good, or the old, I do not think the power to do what the advantages, of course, to spend money to sell turnover, this is no problem, but not really strategic advantage." If not on the platform of integration, integration, innovation, they (Tencent, Baidu) will not become the leader of E-commerce. ”