In the place of a square inch, and all four are the enemies who want to kill themselves.

"The body is in the place of the square inch, and all four are the enemies who want to put themselves to death." "Now Ali staff casually walked into a small subway station in Beijing, probably will have this feeling."

They successfully transformed the "double 11" into "China's largest collective unconscious online shopping spree Day", but also pulled themselves into the tragic bloody battle of the year, becoming a vote of electricity dealers and even traditional retailers of the target. This year again to the eve of the war, the old rivals Jingdong and Su Ning early on the promotional ads thrown full of streets and alleys, caught Ali's flaws on the hunt. For example, Beijing and East subway advertising slogan "Double 11, how can use slow hand", set clear is to take advantage of Ma Yun's "rookie" Live, ruthless pumping Ali Department of Logistics Pain Point.

Of course, Ali could not be unprepared for such a press. On last year's sales, the day Cat + Taobao's record is 19.1 billion yuan, while Jingdong and suning two add up also but 5 billion or so (the industry estimates, the error should not be too big). Before the outflow of this year Ali's goal, the interval is 30 billion ~500 billion, big ambition behind is necessarily crazy armament. In addition to the regular day cat + Taobao combination, this time Ali's biggest flow change from the periphery-this year the company's most eye-catching three investment Sina Weibo, Gould and UC.

Ali's capital operation this year is the mobile internet, which has hundreds of billions of active users at the mobile end of the three. Therefore, this double 11 can be seen as Ali main business and peripheral mobile Internet traffic Collaboration of the first big test.

The new NBA season has recently opened up the curtain. Friends who are interested in basketball should know now the NBA has formed the "Big Three" model, which revolves around 3 stars (typically 2 outside players + 1 inside) to match other players and layout tactics, and most of the championships since 2007 have been carved up by such teams.

On the eve of the Double 11, Ali's external investment is precisely this combination, this article from the perspective of basketball enthusiasts, alternative interpretation of the foreign aid of Ali's strategic positioning.

Main control (Ball Guard): Sina Weibo, key words: Social

Basketball court, the importance of the point guard as the name suggests, usually as a team "brain" role. He is not necessarily one of the most outstanding technical and physical qualities, but as the entire attacking tactics and the first starting point of the distribution of the ball right, the point guard must be one of the best minds in the team, who to pass to, how to pass, and when to preach--on the contrary, once the opponent has curbed the brain, the whole team becomes disunity.

Double 11, the most suitable for Ali is the main control of Sina Weibo, because the social attribute determines it will be in the Ali department "friend Point where, I will buy where" that role, transfer core information and peripheral traffic, become the whole system running starting point, this is similar to the characteristics of ball guard.

October 29, June Lian Capital CEO Club, Liu made it clear that the light of the business is not enough, now have to think through social relations to sell products, customer relationship. "Your gun is more accurate, people take a missile, can play?" ”

Cost control is just a gun, the social attribute is the missile. There is no doubt that Sina Weibo's position in the social marketing industry has been proven many times, for example, your "news broadcast headlines, direct reporting to Xi-secretary" of millet, if the loss of micro-bo this battlefield, their overall marketing and efficiency of the war is at least half.

For the first time, Ali, who officially had a "missile" before the double 11, would naturally take advantage of the social media's "point of play". Just like the point guard is the attack of the team, the main battlefield of Ali's early promotion is also on Sina Weibo: based on the user system that has been opened by both sides, the user's friend relationship on Sina Weibo will be the basis of the flow of cash red envelopes (for Double 11).

Obviously, Ali hope is not just like this, they will be happy to see the day micro-Bo on the UGC can also become the day cat and Taobao traffic delivery, which is "where friends, I will buy where" the most ideal form. Of course, the premise is not to become a nuisance to the garbage flow, and this is Sina Weibo started commercialization after the biggest tangled point-the ball guard and the blind people to steal to fight back, not to preach.

All in all, the use of Sina Weibo in double 11 is a gamble for Ali: It's all right to use properly, and once out of control it could turn into the last straw that crushed Sina Weibo.

Inside (center or forward): high-gold map, key words: O2O

Now in the NBA arena, the position of the insider is slightly embarrassed, and the past "a good inside the top half of the team," the glory compared to now the center or the big forward is more of a coolie image-scoring things do not worry about, you just think of how to die knock not let the opponent score, squeeze people to grab rebounds on it, in short, do is dirty live dirty.

For "Internet enterprises on the keyboard", the most troublesome dirty live dirty must not be technology, but based on the location of the traditional business information, Ali is no exception. At this stage, the number of electric dealers is large, and the complex of the offline retailer shop compared to a very small base, including sales and data can not be measured by user habits.

And this is also seen as the attack Ali Su ning chips. This year they moved to the 11 battlefield is the "O2O shopping festival", relying on the past more than 20 years hard to chew out a large number of offline resources-a line for the start of Ali, face recklessly completely without any chance of "pain point."

So it is important for Ali to get the help of Gao de. This is also a core competitiveness from the offline enterprises, a handful of domestic map mapping qualification and more than 10 years of accumulated geographical information data, these are internet companies do not want to dry, also can not dry dirty live dirty.

It is clear that maps are one of the most effective portals to build a complete O2O business closed loop. In double 11, Gould is about to take on the responsibility of helping users to mark and find offline shopping promotions, and directing them to shop--something that no other product or company in the Ali department can do.

But be aware that O2O's characteristics are always "long input" and "slow development", even if the gold must rely on the public comments and other partners to obtain specific POI online merchant data, but also the original line and offline completely separated from the two user habits of the integration. The industry as a whole still belongs to the test water period, so for Ali, Gould can only be a double 11 of an important layout, and can not become the backbone of sales growth.

Of course, in the long run, dirty living is dirty as important. Look at all the players in the NBA who scored only in single-digit digits, but were able to fight for the big men, their salaries were no less than those with a twenty or thirty point cut.

Flank (point guard or small forward): UC Browser, Keywords: full function

Contrary to the inside, this position is the most likely Idol faction, such as early Jordan and Kobe Bryant, some of James and Kevin Durant, and even "slam dunk" in the flow of Sichuan maple, Mitsui Life, are scoring guard or small forward origin. In addition to the most conventional scoring, rebounds, assists, steals, caps and so on a series of data must be good-looking to be able to be worthy of this position.

In other words, you have to do everything.

In the Internet field, "Snake balm" is not a very correct client product concept, even with 700 million users of Tencent QQ is no exception, you can not expect that small panel to become all the functions of the infrastructure and access. But the browser is an exception, long ago on the PC Firefox and now chrome through the expansion of the architecture to achieve the user experience and the balance between the multi-function, become the most versatile client products.

From the user perception level, the browser usage pattern is similar to the PC side, so this versatility can also be transferred to the mobile end.

UC Browser has 400 million active users, occupy more than half of the domestic mobile browser market, in the extensive flow level of Ali is very attractive (imagine the PC side IE Browser home page is all set to Taobao), and also through the uc+ open platform to provide extended functionality, Ali can be supported from the upstream and downstream of the entire electricity trader's demand. For example, the beginning of the first home navigation +webapp, Taobao and Cat in the UC browser has been a very good recommendation weight; Before the transaction, UC is also very occasional launch of the benefits of shopping assistants and Ruyi, such as the price of such plug-ins, open a product page can automatically compare the whole network, the main attack on the previous two years by the people criticized the " The lowest price fraud "and in the final payment steps, thanks to the previous two years of close cooperation with UnionPay and Alipay, UC browsers can also successfully complete the closed loop.

To browse the main needs of the core, through the entrance guide to the Fall bag for Ann, UC can do the most things, so will be in the double 11 guarding the flank of the Ali Department, responsible for conveying mobile end of the overall general flow. Socializing is a nuclear weapon that spreads trading information, but it must be the general traffic that makes the most of the deal--like an NBA team, if the person in charge of scoring is in a slump, it's mostly about losing.

Now the NBA players are mostly scoring guard and small forward, and the current from Ali and the business synergy between the three, there is no obvious primary and secondary-but there is an interesting detail, UC is the only one of the three by Ma Yun personally into the board of directors.

Double 11 has always been a bloody battle, even if last year with a near sweep of the overwhelming sales of the top, Ali should never be taken lightly, this year, the continued investment in the external potential flow is the best proof of their sense of crisis, after all, abundant is reasonable.

In the NBA, the defending champion "does not think enterprising", the second year is brutally eliminated the matter, is very ordinary.