Mobile Internet God "horse" has become

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The acquisition of Sina Weibo and the gold map shows Ali's attempts to get through the outside community. If the internal difficulty from the product side to grasp the "social + mobile" pulse, the investment approach to complete.

Alibaba this round of internal restructuring, is to make the group into a large community, the realization of internal ecology, and the outside communication barrier is also less. "Maybe in 35 years it will become open source to the outside world, which means that Alibaba is the underlying platform for the entire e-business system." "Zeng said.

The acquisition of Sina Weibo and the gold map shows Ali's attempts to get through the outside community. If the internal difficulty from the product side to grasp the "social + mobile" pulse, the investment approach to complete.

I do not know whether in order to tie in with this special time of May 10, the day of the Nasdaq:amap Holdings Limited officially announced that Alibaba 294 million U.S. dollars investment. As China's leading provider of digital map content, navigation and location services, Alibaba will hold about 28% per cent of its shares, Tsai, executive vice chairman of Alibaba's board of directors, and Wu Yuming, president of the Wireless division, will serve as director of the High German company.

April 29, Alibaba announced another major acquisition, to invest 586 million U.S. dollars to obtain Sina Weibo 18% stake, in addition to Alibaba will also receive an option to increase the future of Sina Weibo shares to 30%.

Two transactions together is a more complete story, Ma Yun is weaving a huge net. "As an E-commerce company, we work harder than other places, is to make the Internet every new technology change into E-commerce tools." Zeng said Alibaba's earliest page was the equivalent of a portal. Then search for a sudden, they spent four or five years to "digest" search, Taobao is now the largest source of traffic is vertical search. Now "social mobility" is the most important trend of the Internet, Ali needs to put such ideas and products into e-commerce tools.

Years ago, Ma Yun said that "Taobao" to community, but the social became his heart has been pain. "SNS to Ali for repeated war repeatedly defeated, repeatedly defeated repeatedly war." Zeng also admitted that Ali was poor in SNS.

As early as October 13, 2008, Ali invested heavily in China Yahoo, launched an acquaintance interactive platform "Yahoo relationship", its basic model is open platform + life Services + E-commerce. There are two key words: one is word-of-mouth sharing, another is "real name", too advanced concept, coupled with the acquisition of a series of problems, doomed the "Yahoo relationship" fate. A year later, it officially ceased service due to operational policy adjustments.

In the second half of 2009, Ali again to "Amoy Rivers and Lakes Department" for SNS community try. Amoy Lake is the first Taobao under the SNS products, Taobao in which to join the game module, trying to create a set of entertainment and leisure, online shopping, interest interaction, experience exchange as one of the social network, but the effect is general.

2010 Ali again to Amoy Rivers and lakes invested 5 billion yuan, but did not wish to add product social properties and user stickiness. Amoy Lake upgrade integration into the "my Taobao", increased the baby to share, friends log and other elements, but also launched the application of the "shopkeeper said" and "friends to share." Unfortunately, these products have become a platform for business display.

The same time the cost can also be classified to Amoy rivers and lakes, now the cost is a good promotional platform, but did not establish user stickiness and social properties.

"Moving, PetroChina, it's great, but I don't admire it." Two years ago, Mr Ma said at a staff meeting. He has just visited Facebook, that Alibaba can be more successful, come back to put forward three things, the first is that Alibaba must be SNS.

At the time, S-commerce, a combination of business-to-business and SNS, was sweeping the world, with Facebook listing on the Nasdaq and stimulating capital markets such as fire. The Social Services Web site, which provides users with online collections and shared images, Pinterest a surge in traffic, after Twitter. There are beautiful said, Mushroom street, such as a pile of good followers. In the midst of the customers, the Jingdong Mall also has the largest 3C review library in the country.

At that time, Zeng Ming foreign proposed, C2B may cause electronic commerce subversive change, but the premise is that Ali must have social attributes, can the information in the form of "people" integration.

After the urgent Alibaba system appeared in the category of Pinterest products of chaos. Taobao before and after the development of 5 homogeneous products, that is, love shopping, wow, circle, stubborn rabbit and a Amoy discovery. Taobao poured a lot of resources into it, love shopping and stubborn rabbit placed to the left of the home navigation bar, but both the daily average UV and the same time beautiful said, Mushroom street compared to less than One-third.

Inside Taobao, the product positioning, function and future judgments are very inconsistent, so that the interior is "rumble."

The mobile internet era has since come. Ma looks forward to "mobile social" to make up for PC-side social short board. 2011, Alibaba has launched a "lake" and "travel" two of mobile social products. The former is a topic to share in the Address book specific Friends group of SNS Products, the latter similar to Google +, the key words "mobile", "Life", "acquaintances." Its characteristic function is "get together", form between "topic" and "Circle", attract acquaintance by hot topic to join, enlarge social circle, but these two acquaintances social product are like Niniuruhai.

Mr Ma openly expressed his admiration for "micro-trust". and micro-letter in the same period, Alibaba also tried "Wang letter", can show very insipid.

"If we had a team that made this product, we could compete with Tencent today on the phone," he said. "Shaoxiao Analysis: First in the product perspective, Wang letter from beginning to end without micro-letter good, this is the team executive force problem." Second, the company level has always been not enough attention, there is a gambling, betting state.

After a long time, Ma Yun no longer in public to mention social.

Earlier, Alibaba tried to buy Mo Mo, Mo Mo founder Yantan has confirmed the existence of this transaction. The stake in Sina Weibo, the outside world is also seen as the ultimate SNS Alibaba.

Zeng said: "We don't talk about socializing now because we want to be more clear and start doing it." "In the past the reason for detours, is that Ali has always wanted to do a general SNS, and then based on this e-commerce," but we lack such a gene.

At the end of 2012 Alibaba clear idea: using platform-level products to get through all SNS products, will Taobao community, the sharing, interaction into Taobao buyers and sellers of communication, service, transaction of the main product form, so that shopping and SNS organic integration. For example, buyers can subscribe to any information about sellers, new products, promotions and after-sales service. or set up like "double 12" that "sweep the cargo team", a few girlfriends to go shopping together, is a small group, so gradually enrich the social experience.

Today, Alibaba is more rational about social understanding. This April, the language Yan very clearly said: "Taobao is not a SNS, also do not need to do a SNS tool, we just want to SNS inside those ideas, to evolve our operations." Taobao has not lacked the SNS gene, because the comments in the system, including the shop star Drill crown or DSR (shop scoring system) are users to the ecological circle to contribute to the information.

Yan Yan is also split after the Taobao social tools department, "Taobao Market," the head. Taobao Fair said simple, nothing more than feeds, dynamic, personal homepage, etc., but under the concept of really make users "cool" but it is difficult, especially these products in the shopping scene to the user experience to achieve the ultimate.

The original Alibaba to SNS really "blossom" mentality, now is going to think "collect", the business gathered to a platform, but eventually which product will be brilliant still unknown.

SNS endogenous at the same time, Ali is also relying on the expansion of the development of the extension of the situation.

"From a business point of view, see Sina Weibo today is willing to put its membership system and my membership system through." "Shaoxiao told the Chinese entrepreneur," the News of the acquisition has not yet been announced, "to tell the truth I really do not care about those big V, the bottom of the ordinary users and I get through on it, this to Sina's advantage over the benefits of Taobao, you are in the micro-blog login status, you can see a link Taobao, directly can purchase a single, Sina take this step, the next ten years will not worry. "Shao also believes that Sina Weibo should focus on micro-blogging," I solve the business model for you. And Ali is more appropriate than Tencent and Baidu Partners, "Today in China only Alibaba has so much business content."

"We have a lot of communication with Sina. "Shaoxiao that different companies start from the same, the gene is not the same, thinking mode is not the same, the other party understand that the electricity business needs time," We are very open, I told you all the words we have talked to Chao, he needs time to digest, understand, including his team. ”

The acquisition of a gold map is a "move" in the "Mobile + social" strategy. With its powerful geographic information resources, Gould's goal is to O2O. Previously, Alibaba's layout on the O2O has been relatively perfect. Alibaba not only has a good deal, but also invested in the United States group. It has also invested in Tintin, one of the largest mobile coupon apps in the country at the moment.

But group buying is just a distraction, and Alibaba wants to divide the dots into local life circles. At present, its local life platform, including the provision of catering services, electronic coupons, rental, film tickets performance, takeout and other services, the corresponding also launched on the mobile internet, the local life, Taobao coupons, Taobao movies and other apps.

At the same time, Alibaba continues to expand the scene, seize the user even fiery shopping desire, so that everything can be associated with shopping. Alibaba Mobile End has a product "Amoy burner", you can use two-dimensional code sweep price parity. As the name suggests, "Burner" is the mobile terminal on the "eye", if you see a passer-by in the street clothes very good-looking, can be photographed with a mobile phone, "burner" will automatically search results, directly to the Taobao shopping page, immediately can buy.

Finally can achieve "unification" is a map, last October, Alibaba low-key launch map products, not only provide basic map and orientation services, but also provide local merchant information, discount information, Taobao with the city, shopping assistants, consumer maps and other tools Plug-ins.

But Alibaba's strength is not strong enough in geographic information such as location and terrain. The collection of such information takes a lot of time, the current in the local life of the outstanding advantages of the public comment network, the most valuable is the geographical location and business information base, which is its 10 years of hard to sweep street accumulation. Tencent also exerting force on the map, it launched a Street View map, spending heavily with the framing car "street racket", can not fully cover the provincial capital city. So Alibaba uses "doctrine", directly acquire the data in the way of acquiring Gould.

The bottleneck of mobile shopping is the payment link, but Alibaba has a "Alipay" such a powerful payment tool. Alipay itself is also in the search offline shopping scene services, has launched a shake transfer, two-dimensional code payment, super pay and so on. Hangzhou Alipay Office Downstairs there are several vending machines, the selection of good products, the mobile phone close to the sensing area can buy drinks, this is the latest function of Alipay "pay", it does not even require users to shake, sweep and other operations.

O2O companies are talking about "closed-loop". Similar product groups help Alibaba form an offline closed loop. Alibaba vice president, mobile Taobao Head Eagle said: "Now the value of coupons increasingly low, because the offline consumption process is broken off, businesses do not know the accumulation of consumers, Alibaba has the opportunity to open the closed loop." "If the user goes to a restaurant to eat, after dinner with a mobile phone to take a two-dimensional code payment, when the merchant can be based on user identity and consumption record discount or gift." "As the closed loop gets through, the business model changes dramatically," he said. "he said.

Alibaba is not only concerned about O2O, not long ago it also acquired a shrimp music network, when users listen to music to buy a song, a concert tickets, or a singer wearing a dress, its ambition is to be on the mobile internet to meet the needs of all consumers.