How to solve the problem of traffic conversion in the end

Zhao Chenting

Brewing and preheating several times, was embraced by the Jingdong 4 months pat network finally announced the official launch.

Seems to highlight the emphasis on this business, rarely seen publicly after the listing of Jingdong Group founder and CEO Liu Qiang East yesterday led many executives collectively for the new pat site.

Followed by the Jingdong also C2C platform ambitions.

According to Jing-Chun Li, vice president of Jingdong Group and president of Paipaiwang, the mission of the new patching is to re-create value for the entire ecosystem in a fast-paced, open society. "The new pat network in the next 3 to 5 years will not be for the purpose of profit, on the contrary, pat network will be through a lot of package segments and the purchase of resources to give the seller traffic and advertising subsidies."

Using mobile QQ marketing, patting the seller PC shop and WeChat shop a key to open up the future will be opened with the JD.com joint log-in and search system ... ... According to this plan, Jingdong and Tencent have "blood".

The industry is still puzzled is that when trying to compete with Taobao but eventually encounter marginalized pat network in today's C2C dominate the Taobao market, this time really be able to host Jingdong and Tencent's ambition?

Sword refers to Taobao

"The layout of C2C business is a strategic choice for Jingdong Group, and we think that China's electricity supplier started very early, but it is not normal to have a monopoly platform at such an early stage. This opportunity to integrate Tencent and Jingdong can be renewed Create a C2C ecology. "Such a statement has recently been repeatedly mentioned by Yingying Chun.

In Ying-Chun's understanding, the current way of selling platform goods is flawed, and the drawbacks are concentrated in the over-reliance on centralized search traffic and strong linkages at the entrance, through sales of goods at a loss to profits and disproportionate advertising , In exchange for resource exposure.

That reload the new pat network to do what?

In accordance with the patting network announced before the investment information, in 2014 the pat network advertising traffic will be 1: 1 subsidies for businesses, in 2015 and 2016 will continue to subsidize the advertising.

In fact, compared with the steady flow subsidy, pat network more to emphasize is the layout of mobile e-commerce provider.

A pat off network sources said the recent pat network and mobile QQ strategic cooperation will be Jingdong and Tencent following another 618 large resource integration and promotion, users participate in interactive games through mobile QQ, not only will get the pat network Platform vouchers, but also get a unique new pat network QQ signature icon and mobile QQ chat bubble.

In this regard, pat network vice president Lin Chen told the "First Financial Daily" reporter, WeChat such products have the Internet from the original search-based model into a social-based model, from the PC to the mobile terminal, shopping May turn into a fragmented, random behavior that moves from shelf-based and search-based to personal-based preferences, scenes, and social relationships.

"When some people do 'big and complete', we are doing 'small and standard', to become fragmented, to personalized.We are now doing the new pat is at the best time, as early as three years later Three years are not suitable. "Lin Chen explained.

Traffic conversion rate problem

Lin Wenbin, an analyst with Analysys think tank, seems to have re-installed the pat network to improve the e-commerce layout of Jingdong and successfully covered B2B + C2C + cross-border + e-commerce services (logistics and payment) Commercial war also extends from B2C to C2C.

However, compared to shopping guide website from "Amoy" after the massive investment Mushroom Street and the transformation that the new pat network will become Taobao E-commerce "off Amoy" a new choice?

In this regard, a new pat network seller tells his own question, "the joint mobile QQ and WeChat two heavyweight mobile terminal, of course, can play a significant role in the diversion pat network, but these social Can traffic have a big conversion rate? "

Analysys provided the data show that the first quarter of 2014, China's mobile phone shopping market trading volume reached 78.02 billion yuan. Among them, Taobao wireless open platform (MTOP) accounted for 78.3%; Jingdong mobile terminal was 7.2%.

In fact, compared to the mobile end of the layout, for the pat network, the moment is more important how to make over the years for ingrained habits of users Taobao "empathy."

According to Analysys data, in 2013, Paipai had a market share of only 4.5% in the field of C2C e-commerce, while Taobao, which ranked No. 1, had a market share of 94.2%.

But at this point, Ying-Chun, who had been talking about the Taobao model without a name, started playing Tai Chi. "We never wanted to compare with Taobao, and (this is) exactly two fundamentally incomparable platforms. First, we Still small, the second to the merchants to provide personalized service and Taobao is not the same, we are newborn babies. "

"The issue of diversion efficiency may not be easy enough to give a specific value, but in our experience, deeper user orientations often result in more accurate flow conversion efficiencies than traditional shelves." Road.