New pat want to subvert Taobao mode

Reporter sliding Mingfei Beijing coverage

On the afternoon of July 17, Jingdong Group's C2C platform pat network announced its official launch in Beijing. At this event, Pat Network first announced its overall strategic direction and specific measures, including the construction of new ecology, traffic distribution, user sharing, platform rules and so on.

In the media communication meeting, the relationship between pat network and Taobao, Jingdong Group Vice President and Pat Pai, president of 篑 Ying Chun said that the two have not been compared, I hope the media do not compare, because of different body size, and Pat network pattern is also different from Taobao.

In March this year, patted the network by Tencent merged into Jingdong, which lasted four months of investment and pattern design, almost completely subvert the once patted Taobao old pat network model.

From its overall design point of view, almost every key aspect are in the shortcomings of the Taobao model. Ying Ying Chun said that at this stage of China's C2C ecology is not healthy, one of the most direct manifestation of the ecological chain is that most businesses are not profitable. The reason is that Taobao ad-based business model, behind the sales-based traffic distribution system, so the new pat network will change the flow distribution system to start.

At the same time, the pattering network adds more social elements than Taobao's "simple and crude" sales and marketing methods, increasing the liquidity and stickiness between platforms, merchants and users. And in this way, trying to solve the "user is platform or business" controversy.

New pat network synchronization set up a business committees and user committees to participate in the formulation of platform policies, which can reduce the unilateral adjustment of the business and platform disputes. And open up the PC side and mobile micro channel, mobile QQ, Taobao is currently facing the biggest problem.

However, for Jingdong Group, C2C business at this time force, its purpose is clearly not in a single business with Taobao competition. A senior executive who works with Ali and Jingdong has said that analyzing the current business model of Alibaba, no matter whether its internet finance, big data or cloud computing are based on Taobao and Tmall's huge business and users, Self-start Jingdong, there are clearly insufficient in these two areas, and these three major business is the future of several major Internet giants compete for the goal.

Different from Taobao's C2C

It is understood that since March of this year, Jingdong acquired the original Tencent's pat network, and set up it as an independent subsidiary to enter the C2C market, they immediately began to pat network remodeling, one of the most important job is to re-plan pat Network traffic distribution system.

Founded in 2005 pat network, Tencent era has been regarded as follow Taobao, in the mode did not change much. After being included in the Jingdong, pat network is trying to subvert the Taobao model.

Pat network said that reconstruction is to start from the distribution system of traffic. For e-commerce businesses, traffic is the lifeline, but with the development of Taobao platform, traffic has gradually become the biggest profitability of merchants.

Taobao, a Guangzhou-run business wallet, said the investment costs are getting higher and higher, profits are compressed year after year, starting from last year, its operational center of gravity has been gradually shifted from Taobao to other platforms. Last year, Gong Wenxiang, founder of Shenzhen E-commerce Co., Ltd., conducted a survey. Among the samples of hundreds of Taobao shops, less than 20% of profits were earned.

In Taobao mode, sellers access to free traffic mainly from platform search. Although Taobao continued to balance the sales and service weight, but the search ranking dependence on sales volume is still high. Therefore, businesses want to increase sales, only increasing investment in advertising, or participate in its promotional activities. As a result, the vicious circle of millions of merchants has brought a vicious cycle.

Pat network traffic distribution system is trying to change the advertising model. Stable flow subsidy is its conventional approach, according to Ying Ying Chun said that in 2014, pat network advertising traffic will be a 1: 1 subsidies to businesses, the next two years will maintain a stable subsidy. Its essence and early Taobao free support business policy is no different.

The biggest difference between the pat-net mode is the reference latitude when the flow is allocated. The sales volume is still one of the standards. In addition, through the "pat-my-pat" module, the system will also sort the data according to the user's tags, preferences, E-commerce behavior trajectory, intelligent recommend users potential demand for goods. As a result, the way businesses get traffic no longer relies solely on advertising.

It is noteworthy that, in social networking expertise Tencent, pat network has not much social elements, and the reconstruction of Jingdong, social networking has become one of its main push concept. The system will use the user relationship chain, matching friends' preferences and behavior records, to achieve "friends with the same interest as me", "city friends recommended for me" and other functions.

Between the merchant and the user, the pat network encourages the user to add tags so that the merchant can aggregate the matched customer groups through the tags. Pat network said that the social model settings from the platform to the center of consideration, minimize the central role of the platform, so that businesses, users free flow between. The Taobao model, it is based on the platform, control businesses and users, it also appeared in the "user is a platform or business," the controversy.

Another big aspect of the new pat network lies in the cooperation with the largest mobile platform WeChat. It is understood that pat network has developed a seller of PC shops and WeChat shop a key to open the function, businesses can maintain strong WeChat social relationships, and the face of WeChat closed the problem, the PC side of the pat network stores can also be its A large entrance to the diversion.

Currently in the PC side and mobile (Jingdong APP, WeChat and mobile QQ shopping entrance), pat network and Jingdong Mall did not get through. Pat network also announced at this conference, the two are jointly log in, search and other aspects of integration.

The top executives said the pat-patter's model design is unique and caters to the prevailing de-centralization and social concept, but its biggest problem is that the pat-pat's profit model, if not advertised Charges, a simple transaction rate income is apparently a drop in the bucket.

In this regard, pat network in the day's conference did not make an explanation, and said that in 3-5 years not for profit purposes.

Patted the value of Jingdong

Liu Qiangdong, founder of Jingdong Group, attended the press conference on the same day but did not make any statement. In March of this year, Liu Qiang East said through an internal mail that it would enter the C2C business through the pat network to cover more user groups and "construct the most complete e-commerce ecosystem in the industry."

As the country's second-largest electricity supplier giants, force C2C at this time what is the value of Jingdong? The executives compare the model with the Ali model. He said Ali's platform model is already very mature. Based on the huge businesses and users of Lynx and Taobao, Internet finance, big data and cloud computing can be extended. Jingdong, on the other hand, has risen in its own business but has always been faced with the dilemma of being single in ecology and difficult in subsequent businesses. After stabilizing its position in the market, Jingdong can rearrange its platform business.

Alibaba is a prime example of getting involved in the financial sector by lending money to millions of businesses, while JD.com is more oriented to vendors than Ali. The above-mentioned executives metaphor, Ali electricity business ecosystem rich in species, long chain, which can be "loaded" many things, Jingdong lack of this advantage.

On the day of the conference, Jingdong Group's cloud platform leader appeared and announced that it would open the business platform of Jingdong Cloud. He said Jingdong will provide application-based resource cloud services, including cloud computing, storage, networking, databases and data processing.

Ali's layout in cloud computing earlier, but also from its large customer base. The executives said the high cost of cloud computing investment, if not enough customer support, will be a great waste of Ali platform currently on the business and third-party service providers are required to enter Aliyun, commercially, Ali The path is to first have customers, provide services, and extend a new profit model by cloud services. At present, third-party service providers and merchants not only need to pay the storage fee to Ali, but also charge part of Ali's data.

21st Century Business Herald reported that Jingdong also began to force third-party service providers to enter its Zeus cloud platform in July. Industry insiders predict that the future trend of Jingdong will continue Ali mode.

The executives said Internet finance, cloud computing and big data is the market for the future competition for Internet giants, both Jingdong power POP or pat network, are in the future layout. Through the platform model, through the rapid enrichment of merchants, thereby attracting more users, this is the foundation.