The most indispensable thing in the Internet industry is the war of words.

Internet industry is the most need is the saliva war, since 360 of Zhou and Tencent provoked the "3Q war", the tongue of the war has never stopped.

Legal compliance, practice is unjust

This is not, the electric business industry's double 11 is approaching, the sky Cat and the Beijing East between fire again. But this time, according to rumors, Ali provoked a stir. October 29 night, micro-BO Blue whale TMT network burst material, Ali to some television stations and other media sent a circular letter, ask the media not to publish the Beijing-East double 11 with a blind Amoy and other "provocative" words ads, but also took out the "double 11" trademark exclusive right of the stick, which also gave a lot of preparations for the double 11 of the electric dealers brought a bit of trouble.

For the circular, although the cat itself did not respond positively to this action, but from the exposure of the letter and internal mail is not groundless, this approach is indeed a little less atmospheric, the pattern is low. Compared to Su Ning's statement of "legal compliance, practice is not righteous" euphemism, Jing Dong also through the official micro-blog channels released the "to the national media partners a letter", words and expressions, the wording is more intense, full of "weak" grievances, accusing the cat side of the open, ecological, side tricks and monopoly, Undermine the free competition of the electric business environment, by the way also to the "injured" media play emotional cards.

For the Beijing-East passion of the impassioned, Ali seems to be more calm, the implication points out that some electric business enterprises rely on hype to attract eyeballs, but also played Taijiquan, such as "with the show IQ, touch porcelain in this day, in this day to play, in this day, confusing, in this day to create a global double 11 bar." This is two kinds of life, is also a choice. "Such high Leng Fan play, it is consistent with Ali's consistent" even if the scuffle together, but also pay attention to posture "paradigm.

However, the whole incident, from a commercial and legal point of view, the cat, Beijing East are right, the controversy points in the moral, unspoken rules and other borders. But there is a point to ponder, double 11 has become a popular online shopping carnival day, undeniably, Ali Tian Cat is to build the biggest hero of this brand, but this two years, Jingdong, Suning, Gome, when, 1th stores, such as collective hitchhiking participation, also put a lot of advertising, the result is now double 11 has the "potential energy", the home is ready to change , the day cat with "lawful" means to let other home "ban speech", a bit "xiemoshalv" suspicion.

The "crisis" of the cat and the "urgent" of Jing Dong

Whether it is to put down the body of the fight, or gentle to play, behind the contention is the interests. If the former Jing Dong's 6.18 and Ali's double 11 period between the rumors of "the cat let suppliers in the ' two election a '" is a clean gun, then this time the double 11 trademark and advertising ban speech incident, is a real fight. In fact, it should be worth noting that, why in this year's double 11, Ali will be the next, the Beijing-East will be High-profile cry.

Blame reason, Jingdong "urgent" and the cat "crisis", rushed to a time window, only to trigger a fierce collision.

First look at the "crisis" of the cat, of course, to the current cat in the electrical industry in the volume and status, not to mention "crisis", but the potential risk is there. There are three points:

One is from Taobao to the growth path of the cat, low price is the engine, but with the emergence of new network Shopping user group, no longer only look at the price, so Jingdong, when the change of play, began to paste personality, fashion, quality label, from the point of view of the consumption upgrade, Jingdong new concept of consumerism is standing, the cat has been "diverted" threat The second is that the mobile internet era exacerbated this trend, traffic is to the central, the days of the cat has been building the electric quotient of the ecology, there is the possibility of flow and demand overflow, so when the micro-letter dozen Electricity business licensing, Beijing East wantonly preach micro-shop, Ali will only take the "blocking" measures; the third is Ali created the era of electrical business, but also was the title of the unique words , the day cat needs to find a new definition, this year double a highlight of the "global shopping" and platform, internationalization and wireless, that is.

Again to see the "urgent" Jing-dong, although the East Beijing volume more do the larger, but Liu is not satisfied only to do the sale of goods, from the Lipaizhongyi logistics, the introduction of Tencent's micro-letter, mobile phone QQ entrance, the structure of the formation of logistics, finance, shopping malls of a few carriages look, the platform is the direction of the development of Beijing and east. After the IPO of Jingdong, whether it is the capital market level, or strategic, business needs, no acceleration is the most terrible, how to break? 6.18 and double A section, are pulled Taiwan and embodies the status of the big events, will certainly be in the book, momentum, occupy the right to speak. So, Jing Dong is afraid not "lively".

It can be seen that "urgent" or "dangerous", China's electricity industry after a round of high-speed growth, will enter a new round of competition, consumers in the change, mobile, O2O and other business model variables, will bring shocks, in the new inflection point, consumption from the price, function to brand, experience transfer is a foregone conclusion, look back, Perhaps a double 11 trademark "Ban Yan" is only a minor episode, who can give consumers more choices, better experience, who will be eligible to endorse the future.