The recent performance of the exchanges is low-key

than the original "Kill to Penguins," the heroic, between the recent performance is low-key. It was not until yesterday that there was an anecdotal rumor that it was put on the cusp again.

Yesterday, there was news that Ali had lowered the business weight which had been placed high hopes, and is reducing the investment in the business, the future is very likely to give up the business.

In this regard, Ali official did not respond positively, but the contacts to the "First financial daily" reporter disclosed that will be in Shenzhen, Beijing set up two technical research and Development Center branch, and Ali Overseas Research Center recently also specially for the formation of technical team.

"Ali will not give up the business, nor will the senior level say that it would cut spending but would adjust the strategy and play." "A middle-class person inside Ali confirmed to our correspondent that the new strategy will not force short-term increments, but to pursue effective visits." And a number of people close to Ali Wireless Department of the industry to the reporter said that with the micro-letter of social power, exchanges will return to the "electricity trading", the electrical business will become Ali in the IM field of the core.

This shift in strategy also marks the end of Ali's "tyrants-style offensive" since last year, which may be the cause of rumours of "lowering investment and giving up dealings".

But "the return of electricity quotient" also lets a person confuse, does the intercourse become "flourishing letter second"? Plus just a stake in the U.S. IM Software Tango, Ali in the IM field layout appears more and more confusing.

Change strategy

Tyrants-style offense, which is the impression that the majority was given last year.

According to our correspondent not complete statistics, in many promotions, to new users and old users of red envelopes up to more than 200 million yuan.

After several "positive exchanges", despite the surge in the number of users, it is still difficult to shake the micro-letter a single big situation. According to Tencent 2013 Q4 earnings, as of December 31 last year, micro-letters and we chat's combined monthly active account number reached 355 million, up 6% from the previous quarter, up 121% from a year earlier.

The data from Analysys International show that as of the end of January this year, the domestic mobile IM installed capacity statistics show that the number of micro-letter coverage of 295.712 million people, after mobile phone QQ, and the number of coverage of the app is 5.352 million people, in the sixth place.

"There is no innovation on the core needs of users, only radical measures can be taken in the channel." "In the view of IBM senior strategic analyst Wang Yu, it is not a detour to go in the past year, after all, a consumer-oriented product or need to be well-known."

This year, the competition strategy for micro-credit has changed. In addition to the low-key, the most obvious footnote is about a few days ago Ma Yun's stance.

March 18 Night, in the fifth session of Alibaba Technology Forum, Ali Group chairman of the Board of directors, said: "The current from other products still have a great distance, last year just want to test, see Ali People's morale is still not in; ”

The comments and Ma Yun last year in the internal forum posts in the attitude of 180 degrees to turn. At that time, Ma said "rather than wait to be killed, rather than kill to Antarctica," "next summer, we will see the fire of Antarctica." In addition to the task of "pulling 100 users per person" last year, to invite stars to join to attract the user, in February this year, and Taobao linkage, launched the "Download to get 5 Yuan red envelopes, each recommended a friend to receive 5 Yuan red envelopes, the highest can be 4990 Yuan Red packets" of the heavy promotional activities.

Although there was no abandonment, the "tyrants offensive" of the past has been declared an end. The former Ali insiders revealed that Mr. Ma in the internal advice is that contacts can continue to do, but need to change the strategy. Contacts confirmed that the technology research and Development Center has begun to set up branches in Beijing, Shenzhen and overseas, including the Beijing Research and Development Center has dozens of technical cattle. At the same time, Ali Group's overseas Research Center in Silicon Valley will also form a technical team in the near future to provide important technical support from overseas. This can prove that the exchanges still occupy a place in the Arrey territory.

Yesterday, a person who interviewed the Shenzhen branch at the end of February told our correspondent that Alibaba is brewing in April to launch a new version of the existing function of major adjustments and optimization, and micro-letter to open a new round of competition.

Two paths

"Frontal attack and defense war temporarily ended, Ali in the IM field into a protracted war." "A number of people close to Ali wireless sector in the industry to the reporter said that with the micro-letter of social power, Ali will return to the" electricity trading business.

In other words, on the mobile end of the closed loop construction, Ali and Tencent chose a different path.

For micro-letter, by virtue of the game Center, public accounts, micro-letter payment and other new services, especially in the strategic share of the public comments, Jingdong, etc., micro-letter is evolving from pure communications services to multi-functional platform. In the Friday, micro-letter 5.2.1 officially released, once again perfect social service platform attributes, that is, social access to business such as electricity.

For the exchanges, the electricity trading in fact to the electrical business as the core, social networking is more to meet the needs of the development of the electricity business. Also that is not to pursue the user scale, pay more attention to the actual conversion efficiency.

In fact, in early March this year, Alibaba to the group organization structure adjustment, its Ali wireless head to change by group Coo Zhang Yong (xiaoyao son) as. Earlier, Zhang Yong in charge of the day cat, Taobao, local life, the business of a good deal.

This adjustment is also regarded as Ali will return to the electricity trading business. Zhang Yong has said that the development of wireless terminal not only rely on Taobao's flow support, but also from the user experience point of view, is definitely not to do the flow tilt can be fixed things, this does not reflect the nature of things.

"For the wireless side, the group's most important support is the organization's guarantee, the group's most elite force to get through and unified." On this basis, a new online product is designed based on the user's perspective. Zhang Yong said.

He also revealed that Ali has been a very aggressive investment strategy for the mobile end of the year and that the future mobile end will continue to implement very aggressive investment strategies.

In the above mentioned industry, electricity trading can also form a closed loop, but its experience is to the electrical business as the core, and still assume social function, to the mobile phone Taobao, Micro Amoy even pay the treasure purse and other drainage, and Ali may acquire other IM standard interworking.

But another point of view is that the future may turn to beauty, Mushroom street and other models.

"It's obviously smoother to start a social business, but it's a reverse process from business to social networking." "In Wang Yu's view, although Ali is a reverse process, the business-based closed-loop may be stronger;" If you look at the history of the Internet in the United States, you will find that there are not a few social products. ”

Although Ma Yun has a protracted war of confidence, but in the industry, the future of the road is still difficult. According to Yi, secretary general of China Mobile Internet Alliance, whether it is the Internet or mobile internet, there are three dimensions of information, commerce and relationship. Bat three giants according to this division, Baidu is in the latitude of information, Ali at the business latitude, and Tencent is in the latitude of relations.

"It is more difficult to expand from the information and business latitude to the other two latitudes, but it is easier to reach the information and business latitude by using the latitude of the relationship." He believes that the process by which Ali uses his contacts to push the mobile interconnection is a reverse process, very unnatural.

There are also close to Ali's electrical business personage pointed out, Ali Wireless previous route betting in "dealings" on the apparently not wise, and in this crazy push the process, basic and micro-letter not too much head-on confrontation. Instead, it was the micro-letter payment that killed the Alipay one unawares.

During the Spring Festival, micro-credit "Normandy Landing" in the way, actively erode Alipay in the mobile payment field unshakable status. Whether it's a red envelope or a taxi software subsidy war, the final drop is still the binding to activate the mobile payment.

In the process, it is clear to see that Alipay wallet more toward the front end, rather than as the last link of the transaction.

"Alipay as an important gateway to Ali Wireless, can be dispersed into two parts of the resources together, focus on the challenge of micro-letter." "These people frankly, Ali essentially lack of SNS genes, rather than chasing to play micro-letter, not as strong as the strongest commanding heights, that is to pay."

There are also insiders pointed out that with NetEase layout "easy letter" similar, "between" in the Arrey map should be a strategic position, rather than strategic offensive products. But Ali has been expecting too much over the past six months. Now return to the defensive posture, the strategy is correct, but to forcibly return to the "Electricity quotient" core is not necessary. "Just as the search for Tencent, do not expect it to overturn the first place, as long as 10% of the share, not be completely blocked, it played a strategic role." The growth of the share should be one step at a moment, not in a hurry. ”

Layout variables

"Electricity Trading" positioning is also confusing, "between" the future and "Wang letter" How to distinguish? Moreover, relying on the support of the electrical business, "Wang Xin" installed capacity is higher than the "traffic".

In this respect, an industry personage said, "Wang Xin" mainly as the buyer and seller trading tool, this positioning will not change, and "contacts" gives more social attributes. But the future activities may be more with the "mobile phone Taobao" linkage, more load to carry out the transmission of electricity and flow import role. "Wang Xin" is a necessary tool for trading, and "between" is the inlet of diversion volume. ”

In addition, Ali is also expanding its IM layout through investment. Prior to the news that Ali Overseas Research Center and just acquired the tango communication is very close, it or will use Tango technical advantages, quickly will video chat function to move into the traffic. And the former Ali insiders to our correspondent confirmed that the two divisions in addition to technical cattle, but also include some market and BD posts; some of the industry in the video has been a lot of people have been in the confidential "interview".

In addition to the acquisition of Tango, in the Mobile IM field, Ali and gossip partner line is ultimately holding hands, still not seen. In Wang Yu, Ali's IM strategy may be two legs walk, on the one hand continue to transform the "direct" contacts, on the other hand, investment and other mobile im marked.