Between Giants and Giants, private contacts and some undisclosed agreements

The Giants and Giants will be in private contact and reach some undisclosed agreement to agree on the boundaries of their business, and as a basis for cooperation, when Android exposure, Google's products have been the Apple iphone and other terminal equipment, the default pre-installed option, And once Apple realizes that Google has a threat to its business, even if its own map application is far from mature, Apple will be tough to replace Google Maps, to fight back and protect themselves.

It is hard to say that this "tacit understanding" must be illegal, but the United States antitrust agencies have investigated Apple and Google many times, the Free-market America, since in the late 19th century, after the creation of trust organizations in many industries and economic risk, the United States Congress passed a rather draconian antitrust law, Companies such as Apple, Google and Intel have reached a "no-poaching" gentleman's agreement to limit companies ' efforts to protect their status and repel competition by collaborating with each other, and the tech companies in Silicon Valley are now barred from signing any deal that would hamper competition, after lawsuits and the US Justice Department intervened.

However, China is not the United States, the term "monopoly" in China is either abused or ignored, not only the law is still catching up with the changes in the times, even the internet giants themselves are confused more than understanding.

When Ma launched Ali against Tencent's comprehensive attack, will be "monopoly", "unsafe", "not great" and many other shells fired on the other side, China's internet history, the first real significance of the huge war, is erupting, but the reason is not so simple as many people think.

Why the outbreak in the present

Commentators are talking about the world when pointing bat: Baidu control content, Ali dominate the transaction, Tencent control social, however, there is no physical barrier between these three functions, and the Chinese Internet focus on the ecological level winner-all ideal, so the business crossover or even overlap between the giants is not uncommon, Tencent has done search, Pat (and Ishun), Baidu did Hi, there is a, Ali also have Wang Wang, a amoy, but never really broke out of the war.

The reason for being peaceful is probably due to the PC age. Bat even the non-core business of exerting force cannot form subversive offensive, lack of power to shake the tripod pattern, but is 360 of the interference and destruction, so that bat in a sense of unity of motivation, "3Q war" period, Baidu has actively joined the Tencent Camp, the alliance against 360 of provocations, 2 years later, "3B War "Started, MA also reciprocated, openly shouted Maitai Zhou Hongyi, chimed Li:" I was firmly opposed to the use of user name, using security users difficult to identify user information search, may be more exaggerated, I am more opposed to militarism thought, if the just happened to the Marco Polo is a small event, The future is bound to turn into a massacre in Nanking. ”

In the history, MA and Mr. Ma Yun Money, made a special look for horse, but only take 15% of shares out let Ma cast, the latter think accounted for too little, less than 50% not willing to vote, later, Jack Yun from son there to get the money, in addition to a little "regret", horse also very happy, Two people are the members of the Chinese Alumni Association, walking is not small, plus ma together, three horses jointly sell insurance is also enjoyable cooperation.

The first thing to make Ma Yun feel wrong, not micro-letter, is the 2012 Tencent organizational structure reorganization, the establishment of Tencent Electric Company (ECC), began to try to operate an independent e-commerce, in the "2-year curve overtaking", internal integration of the messy electrical business system, such as Pat Net, QQ Mall, External acquisition of heavyweight platforms and businesses, such as Ishun network, good music buy, the diamond. Ma Yun in the early 2013 was still in the yard, said "those in the platform and e-commerce between the constant swing of the enterprise will certainly encounter death," but later micro-letter opened payment function, successively access Ishun network, micro-life, such as Tencent's own brother business, Ma Yun pressure increased.

The mobile era of the electricity quotient, from the rule relative to the PC era has produced a great change, as we all know, in addition to a large quantity of 3C products, PC platform of the main consumer group to women as the main body, whether Taobao or cat, for female users are not just a "shopping demand" products, And more in favor of a "solve the need for shopping" products. Alibaba vice President Zhang Yu (Language Yan) in about 2009 years in a share said, Taobao page, from the beginning is based on women's aesthetic to do, including Taobao ads have a strong feminine traces. However, the habit of the user, on the one hand, benefited from the PC scene, on the other hand, because the merchant's bad and bad force users must spend a lot of time to select. In the mobile age, the balance of users ' gender began to tilt, and male users were the first to become a new adopters of mobile terminals, called the pain point of micro-credit payments--convenience began to cater to the need for men to "one click" in Seeking solutions (instead, it was never a female demand), In addition to the industry trends from C2C to business-to-business, the quality of the business is guaranteed, and a high frequency entry-level application is equipped with a fully-equipped shopping mall, enough to block users from visiting the cat and Taobao on their mobile phones.

Based on the geopolitical border dispute, has always been a psychological game before, cross-border behavior is not a problem, the key is whether or not from the behavior of the other side really moved the heart, in the 80 's, Argentina to transfer domestic contradictions, the military junta hired a gang of businessmen landed in the Falklands and raised the Argentine flag, driving the British to the fleet, The use of force means to solve the problem of armed forces.

Ali to Tencent's decision, is also based on Tencent's ambition to upgrade their own banner in the electric business territory, MA also made with the roaring jobs of Google (Android) The same reaction: "Tencent want to destroy Ali, I will not let them win!" ”

Ali's Combat readiness

Realizing that Tencent was playing the real game, Ali did three things:

1, the moat: rather than "intercourse" is in the back of a micro-letter of the backyard, rather, it is more like trying to circle the residents within the territory, indeed, Ali in the "dealings", whether money or resources, all at the cost of the huge investment, but if there is really rich resources can trip Tencent, As early as QQ alone leading the coquettish people will do so and succeed. The defensive attributes of "intercourse" have been decided when Jack Ma refused to use micro-letters and launched employees to recruit relatives and friends. Ali is not greedy for the use of "contacts" to curb the expansion of micro-credit, it is only to start to guide their own users (from the electric platform) to find the micro-letter "Nothing different, some place more unique" social areas, Once the micro-letters are in jeopardy in the future, "intercourse" is can be used to receive the migrant population of the next, this is "3Q war" when the user "two choose one" data revelation-at that time Uninstall 360 of users much more than uninstall QQ users, because there are many security software, and QQ but only one.

2, Frontier Reclamation: Pay treasure wallet frequently upgraded and highly penetrated the field of life, Alipay in the PC end of the transfer charge but the mobile end is still free, the phone Taobao buyout all the results of the lottery to download users ... Ali will be the product with users along the mobile platform to drive, this is a strong ecological, recklessly the pace of scale. Mr Ma likes to tell a little cold in Ali's jokes, saying that when he got up, the first one touched, is the wife, but now get up, the first touch are mobile phones. In order to adapt to this wave, Ali is the bat in the sense of the latest, is also the most radical action, the internal talent is not directly from the Tencent pull, "contacts" of the product owner Meng is from the mobile phone QQ over, Announced into the hands of the platform of Alibaba Digital Entertainment Group President Liu Chunning is from the Tencent Network Media Business Group (OMG), in order to behind this senior executive, also spread Tencent launched tens of millions of competition to prohibit compensation litigation, MA Teng Extremely "wrath."

3, Cavalry cruise: Ali do hand tour platform news, confidentiality level is very high, the wind did not advance the leak, so in the January 8 mobile Gaming Industry Annual Summit (MGAs), Tencent only sent Tencent game marketing VP of the IP strategy, did not expect Ali sudden move, Directly denounced Tencent in the proportion of too strong soft rib, my side of a micro-letter group in the Tencent friend has been scolded for an afternoon. Like when Taobao in disguise charges, Pat to the permanent free to encourage Taobao merchants moved, barefoot must not be afraid of shoes, I do not have half a cent of the income, of course, dare to draw a high dividend to the game products come in, Ali bet is that Tencent is certainly not afraid to follow the 28-divided model, so as long as Ali's hand platform here, Tencent has to consider the threat, when Tencent in many lines of business have to worry about Ali, Ma Yun's goal has reached the half. Keso on this comment is very in place: "Ali must be ruthless to smoke Jack Ma face way into the hand tour, really not to make money, if you think Ali envious this harp, you really underestimate Ali." It is not really to break the monopoly, if you think that Ali is a fair defender of the market, you really overestimate Ali. Ali really wants is to hold Tencent's testicles. The problem is that Ali is probably just in the crotch. ”

Why not the testicles and the crotch? Because Ali is doing a leap, jump very high, but not see far enough.

A loophole in the leap

Borrow Wei Wu about "tool-channel-platform-portal" Internet product evolution, in this neat and systematic upgrade mode, the tool solves the demand judgment, the channel solves the content distribution, the platform solves the user to stay, the entrance solves the ecology relation, the layer level is progressive, arrives at the last level, namely for the giant, Baidu, Ali, Tencent is the same.

Ali does the hand tour platform, is over the tool, directly into the channel level, to this end, Ali piled up a considerable advantage of resources, including hydropower coal-type infrastructure (Aliyun, Alipay, AU, account system) and mobile end of the distribution of products (mobile Taobao, Alipay wallet, contacts, Sina Weibo, Ali Game Center), looks, As long as the game developers access to the game products, you can enjoy a one-stop service, enjoy a steady stream of income.

The hole in this grand vision is, where are the game users coming from?

Ali may say, my big mobile Taobao 400 million users, big pay treasure wallet 100 million users ... No, the game distribution of this kind of work, must be built on the basis of demand, micro-letter on the hands of the product on a fire, not because the micro-letter in the distribution channels, but the micro-letter in the use of social debris to capture value-added users, mining game demand from these users, not to mention, Tencent hand-travel to the reliance on micro-trust is rather limited, More on their own platform to make a fuss.

The difference between Tencent and Ali is that there is no closed loop, it is a continuous, no end of the action, is the implementation of the user's underlying needs. But the electrical business is to create closed-loop as the goal, in addition to the media like to render a small part of the "net shopping chop Hand clan", Ali's products can not be sustained to attract users to the permanent, the distribution of this opponent is extremely unfavorable, because the game needs free time, need active users, need habits to cultivate, need a long life feeling, whether Ali's so-called "gene" , or users using Ali products, are lack of acceptance of the game distribution status.

The only bright spot is that Ali's users are mostly "pockets of money", this flow of gold is quite high, when Baidu did a variety of forms of electric business platform, in the flow of the conversion to eat too much loss, search engine traffic, and Ali over there to undertake the flow, the value of a total not a dimension. Ali only in Taobao open a lottery network channel, you can easily become the leader of domestic lottery in a few years time, but also depends on the user components have consumption inertia, do not need to pay the cost of persuasion. So, Ali to do a hand tour platform, combined with the APRU may be relatively more substantial. Alipay's internal data also demonstrates this good: in Alipay account statistics, the monthly consumption amount of more than 50 yuan in the proportion of users only 32%, but through Alipay paid for the game users, monthly game payment has reached 54 yuan.

Interestingly, Alibaba Group spokesman Shuai said, "If the game industry continues to maintain a 1:9 percentage point (the platform operators take 90% of the revenue, content developers only 10%), then the game industry will not change the deformity", very much like the previous day on the microblog spread of " Micro-trust game development platform is 1:9 "rumors." But as far as I know, the micro-letter itself is not a so-called game development platform, the current micro-letter only one by one from the Third-party developers of the game products, is the art of entertainment, "The National hero", is not divided into 1:9 of the proportion, do not know the source of this argument. In a market-based perspective, channels and developers may have the right to speak the strength of the difference, but can not say that the channel has the ability to coerce developers, in the division to obtain more channels, must be able to bring more water, this is the basic economic logic, an unpopular channel, even if all the income to the developers, May be in the number is also less than a "strong" more popular channels, so simple to say that the channel greed caused by industrial malformations, is downright moral kidnapping, although in line with Ali's past style, in the infection of the masses, but did not pinch the psychology of would-be developers.

Hand Tour channel integration, Tencent is not Ali the only imaginary enemy

If the time line to carry out the words, Ali's hand tour platform, may not have too long empty nest period, because Ma Yun's preparatory work has already been carried out, giant or Ali hand tour platform of the first batch of heavyweight partners, Shi Yuzhu in 2013 cast a few Beijing hand tour company, although the giant itself is still deep in the end of the market, But the hand swims the product resources is some, Ma Yun looked for Shi Yuzhu to talk many times, both sides have the intention to catch up with the moving trend of the present layout. Another more likely partner is the Blue Harbor online, the end of last year, Ali TV OS open platform on the release of the wind, they are looking for high ARPU value heavy hand travel products, blue port online "Sword of Kings" is the name of the object.

Hand Travel industry Rumors 2014 is the channel integration year, integration that means will be accompanied by fierce interest, Tencent is not the only player, with 91 wireless Baidu, full of variables 360 are the biggest vested interests, Ali into the bureau, I am afraid can not only Tencent as an imaginary enemy. According to optimistic estimates, the future of hand travel industry will continue to maintain a 3-year high growth period, when the value of the hand tour of the scale of the approximate end of the tour (2012 years less than 1/10), will introduce new capital reshuffle, at present, whether the big strong channels or small micro channels, are trying to maintain the saw game to that moment.

A hand tour developer's Spit is quite representative: "We do not care about yell, just want to see income, as long as the water to a certain number, no matter who the channel is added, we will follow to the ends of the Earth, as for Tencent Black, Ma Yun has not broken his word, all of us. ”

Yes, that's the hard truth.