The birth of a new pat

I have a dream that online shopping will not buy fakes; I have a dream, the seller will always be good; I have a dream, never have to worry about after-sales service ; I have a dream, and the competition between other sellers is always fair. For online shopping, users and sellers always have many "dreams". But reality is often brutal.

may be to throw off the heavy baggage, under a breath, Tencent will be its electric dealers "out of the door", and the person who is in a hurry to recruit married Jing Dong. A rush of "married" after the Tencent Electric dealers are now the Beijing-east surname, previously in the Tencent department can only be regarded as a girl's role, suddenly became a "concubine" appellation. Relatively suspected by the Xun of snow, QQ online shopping, Pat because of its innate belt consumer-to-consumer temperament, but recently by its new husband High-profile brought out seems to be and other dignitaries------------------day cat confrontation. But from the New Fe to its provisions of the three chapters: traffic, rules, micro-letter to see, tall on the "growth of planning" and almost 0 of the actual implementation, the new Pat more like a set foot on a piece of unforgettable road of cannon fodder ...

Cannon fodder characteristic one: traffic gimmick "1:1 fuzzy subsidy"

Since the new Pat is still the main Consumer-to-consumer platform, the nature of the first to win the vast amount of sellers. To this end, the new pat at the same token of sympathy. Jing Dong Group Vice president and Pat NET President 蒉 Ying Chun began to move out of love, Xiao of Reason: on the one hand distressed seller 30%~40% above marketing costs and its extremely meager profits. On the other hand, are ready to throw hydrangea to attract "strong" into the bureau. A mouthful to yell Taobao 99% sellers every day, the tone of a high-profile throw a new pat different--this year for sellers to carry out 1:1 subsidy, directly to the seller's flow cost reduction of 50%.

And this 1:1 of subsidies, can really save the seller half the cost? We might as well see, compared to Pat and Taobao platform itself to bring the natural flow, you will feel that the flow of more large? If it is difficult to think about, in a simple way, which platform do you most often go to buy something? Because the racket itself is not high flow, It is not difficult to understand why 蒉 Ying Chun shouted to send traffic.

On the other hand, compared to the flow of the seller is really concerned about the conversion rate. They are concerned about how many customers who actually buy the goods after burning the money, rather than who is more photogenic. So the new racket thrown out from the flow distribution system to serve the seller, directly to the seller's flow cost reduction of 50%, more like a slogan is difficult to fully implement. In the same way, basically did not change the rules of the game and to the rich sellers tilt of the balance trend-small sellers can not afford to buy, the big sellers still have to burn money!

Cannon Fodder Feature II: New rules an empty fake won't go away

I have a dream, online shopping will not buy a fake; I have a dream, sellers are always good; I have a dream, after-sales service never have to worry about; I have a dream that competition between other sellers is always fair ... For online shopping, users and sellers always have many "dreams". But the reality is brutal, in the domestic network shopping environment, what wonderful things can happen.

This time the service sellers, care about the banner of users, Pat also developed a new rules system. Both want to let the seller have a good living environment, but also want users to favor. But the imagination is beautiful, since the rules are made by people, there must be loopholes. In the new racket of the system, the emphasis on the core principle of the elimination of fakes, said that the income and advertising factors will not indulge the fake, the use of stringent measures to combat the sale of fake behavior. Is it quick to be moved to cry?

If you really believe, you can only say that juvenile you are too naïve! The previous paragraph, the new Pat "husband" Jing Dong also was exposed to sell fake oil, although the responsibility to the Third-party sellers, but still let many users disheartened. And the new racket as a consumer-to-consumer platform, to the supervision of fakes how strong? can only be tired feel not love.

As early as the end of 2010 CCTV exposure Taobao fake rampant, Ma Yun said: "I am wronged, Taobao does not produce fakes, is the social production of fakes in Taobao easy to be found, I have no way to take this fake off, because I am not law enforcement agencies, I have no way to put him into prison." "After more than three years, Taobao fake problem is still unresolved." How can a new pat on the Consumer-to-consumer platform get rid of this cancer at one stroke? The new rules system just looks good, but in fact is no one to care about the Bible.

Cannon fodder characteristics Three: micro-letter is not a life-saving straw shop through also useless

After the commercialization of micro-credit, it seems to be the best resource for Tencent's internal competition. There is such a fairy tale has been in the Tencent Department of Legends-alongside the micro-letter will be able to revive and even rebuild brilliant. The new Pat is a believer in this myth--the process of transforming PC stores and micro-letters into their own killer. But as early as No. 6.18, Jingdong app plus micro-letter and mobile phone QQ and other orders growth of only 7%, has proved that micro-letter is not a panacea for electricity, the new racket this gimmick means more than the actual role.

For the vast majority of users, micro-letters remain at the basic social level. While the micro-letter has spared no effort to advance its commercialization process, its load-carrying capacity is clearly limited for a socially based mobile application. Most of the time, users will not take the initiative to choose a micro-letter for the entrance shopping, more accustomed to Taobao, Jingdong and other PC-side or mobile app to complete the shopping process.

But now that the public number has been "decentralized", if more and more diversion-led shopping portals are available, users will be disgusted and even eventually given up. Micro-letter is not a lifeline, in the present can not bring direct traffic to the store, but also can not replace other shopping app. Such a micro-letter entrance, such a shop through, what is the use?

Cannon Fodder features four: volume asymmetry subversion Taobao is a dream

According to relevant data, 2013 Consumer-to-consumer market transaction size of 1.09 trillion yuan, Taobao sales accounted for China's consumer-to-consumer market share of 96.5%. This means that Taobao has become a monopoly-even if Windows and Android phones are not as strong in their fields. Although the new Pat after the "makeover" of Jingdong, but after all, is not a newborn calf, why do not understand this truth?

In a sense, Taobao is Ali this towering tree foundation, who dares to dig roots, Ali dare to fight it desperately. Looking back on the recent Ali and Tencent's taxi subsidy war, it can be seen. And the new Pat is only a small part of the BoE, although the strategic position is not a lack of. Coupled with the volume of the asymmetry and jingdong existing business has a certain overlap, new pat to subvert Taobao, will only be a paradise.

Written in the last

To sum up, we can see that the knowledge is not for it, in fact, is the best interpretation of the new Pat now. After all, in the Consumer-to-consumer field, almost all Internet companies have default Taobao monopoly status, will not give birth to the heart of the challenge. The new Pat was in the time of Tencent under the difficult days of life, changed a husband really become bold? There is the courage to defeat the nature is very good, but why knowingly is Ishing, but also the skin head?

Plainly new Pat is just jingdong against Ali of a pawn, is to give Ali listed under the obstruct "spoilers." If successful, natural joy, even if not successful, also helped Jingdong hype A, anyway, they will not have much loss. To know that many electric dealers have started to 2.0 version of the transformation, and the new Pat still with the old-fashioned model, dreaming of gimmicks and nihility concept to attract sellers and users, can be said to be doomed to be the first to Beijing east against Ali's cannon fodder, difficult to become an amplifier.