The real intent of mobile social power providers is still traffic

The mobile social electric quotient model is immature the real intention is still the flow import Ali said: "In the future micro-blog online transactions or offline business daily consumption can be through the micro-blog Client direct payment." ”

Tencent said: "The micro-shop is coming." ”

Mobile social power has become the focus of the two major internet giants game, using mobile social development electric quotient, is the mobile internet in the background, the only real mobile characteristics of the electronic business form. The following "It Times" reporters will comprehensively appraise the development posture of both sides, a probe into their mobile social power business roadmap.

Payment mode: Both immature earning yell outweigh essence

Weibo + Alipay

It's just "semi-finished."

There is a lot of room for imagination in this model. Ali announced that Weibo and Alipay would get through the account, and that the scope of the microblog payments would include online transactions and offline payments.

According to the actual experience, after the account has been opened, users still need to connect from the microblog product page to the page version of the product page, to complete the payment, save the previous from the Micro-blog link can only enter the shop page, need two times to login steps, but with the imagination, directly click on micro-blog page merchandise can jump to pay treasure seamless cooperation still have a small gap.

Strictly speaking, micro-bo payment can only be counted as 50%-shape state. But there's one detail that's worth paying attention to, unlike Alipay, which only supports mobile-only transfers, the microblogging and Alipay accounts are also limited to mobile terminals, and Ali is trying to compete with micro-letters for mobile traffic with a mobile social platform similar to the micro-faith.

Wechat

Only the third place to test the water

Micro-trust in the presence of the micro-shop in fact can only be regarded as a 50%-shaped state.

See from the operation Flow, share the product picture, choose to click to view the details, can buy directly, the process is smoother than the micro-blog shop. However, it is understood that the current micro-shop only by Third-party services operating agencies, and the relationship between Tencent is not clear, therefore, the current in the micro-letter promotion is not large, the effect of publicity is greater than the actual situation.

Earlier, Tencent said that when the time is ripe, will launch a micro-trust platform to introduce more business co-operation, but at present, through Third-party services to test water is more likely.

Summary Although the product is still half mature, but this battle is a yell, products can be slowly cultivated, but the user habits are not. From the practical use of convenience, the micro-letter wins.

Mobile End platform Build: Both have no advantage to speak

Weibo + Alipay

From seeing the change of buying

After Ali announced the microblogging and Alipay cooperation, micro-blog completed the latest version of the update, superimposed on the "album, second shot, sign in" and other entertainment social interaction after the big items, the system running fluency experience significantly decreased.

For the online Weibo payment, some of the experienced sellers said that the micro-bo payment on the store traffic has a boost, but the effect is not obvious, so they do not plan to move the shop system to Weibo.

Electric business expert Ruzenwang appears: "Taobao's user base is very big, and more fixed." If you move the shop to Weibo, it is bound to involve looking for a buyer's marketing, which involves changing the user's habit of buying on Weibo. ”

Wechat

Mobile electric business platform is difficult to build

Similar situation, also appears in the micro-letter double 12 before and after the daily selection of expansion, when the page from the initial daily push 5 products to expand to 5 large classes, the system also showed a variety of instability, operating accuracy significantly reduced.

Since the daily selection of micro-letter online, has not been with Xun outside the third service agencies, it is not difficult to see the mobile end of the difficulty of building a platform for electricity, although Xun related officials said they have been trying to complete the system construction, but still effect is not obvious.

Summary to the huge electrical business system moved to the mobile end, the original is easy to acclimatized. "At this point, whether it is the obvious micro-letter of mobile social advantage, or Ali, who is familiar with the electric business ecology, is the same." "An electrical Business Insider analysis, to move the entire shop system to the mobile end, is not likely to complete the task, just to build order management, inventory management, customer management, such as a set of electrical business system, regardless of manpower, material resources, is the time, we can not afford," this is the need to continue to invest in the project, will be more and more heavy, Not suitable for moving end light tools. ”

Social Electric Business Pipeline: Traffic is the king

Weibo + Alipay

The route is a little round

Ali has been trying to build an electric business empire, until the micro-letter payment appeared, Ali began to worry about deploying mobile products, the purpose is nothing more than defending the original Ali empire. What happened suddenly, and what exactly to do, Ali never gave a clear answer.

From Ma Yunli push, to double 11 crazy send red envelopes main push mobile phone Taobao, then to the current micro-Bo and Alipay cooperation, for Ali, a great deal as long as the mobile products, can try posture. "After all, these are not the core, Ali just want to borrow mobile platform to promote the development of payment treasure leap." "In Ruzenwang's view, the reason for Alipay and Sina Weibo to get through is not to let Taobao sellers migrate to micro-blog, just want to let more people use Alipay purse, increase the amount of application."

In the use of a broad crowd, Ali Department, only Sina Weibo has the advantage, "may be to promote the payment of PayPal Mobile client application volume has a certain role in promoting." "Reporter learned from Alipay, according to the plan, in addition to Taobao, Alipay, Sina Weibo is working with Alibaba line planning cooperation, through Alipay, help push Taobao, cat traffic promotion." In this competition, Ali's curve goes a little bit.

Wechat

O2O is the one.

Micro-letter O2o layout rhythm accelerated, nearly two weeks, micro-letter payment has been linked with the seabed fishing, seven days hotel, tick-tick taxi reached the line under the cooperation, with these in the industry has a large number of user base partners, micro-letter small steps to build their own ecological circle.

In contrast, the micro-credit line on the platform daily selection, only after a class expansion last December 12, from the Xun to learn that, as of last month, Xun mobile end app download volume increased by about 15%. "Micro-letter is a light social tool, suitable for the flow of the entrance, not too suitable to build a platform, which, in fact, micro-letter has long been aware of." "In the opinion of an insider in Xun, Xun on-line micro-letter, mainly test water, the main purpose is to test the micro-letter to Xun diversion effect." The strategy of micro-credit is always focused on O2O strategy. According to the micro-letter in the Public Accounts conference, micro-credit Products assistant general Manager Zeng described the micro-letter is a kind of life, so the mobile electric business platform is not the focus of micro-letter.

Summary Although in the mobile end of the face of the Tencent and Ali momentum appear tense, but in the final analysis, the two strategic core is not exactly the same. As a result, mobile social power providers are nothing more than a conduit to boost traffic and cultivate user habits, and two of them don't seem to really want to build a power-quotient empire on a mobile social platform.