The whole layout is a process of constantly perfecting the ecology.

If the micro-letter as an ecological, then the whole layout is a continuous improvement of the ecological process, from O2O to the Consumer-to-consumer. This is enough to reveal Tencent's vision and ambition in the future. In a sense, this is also the micro-letter layout of the electric dealer's three trump card.

As for the micro-commerce on the tuyere will not become the fourth trump card, it is still difficult to conclude. In addition to the new promotion of beauty, said the remaining two trump card "married into" the micro-letter is nearly a year, to review the trump card:

Public comments: lack of flow but the scene

February 19, 2014, Tencent to subscribe to new shares of the way to invest in the public comments, become its shareholders. Both sides also announced the conclusion of deep strategic cooperation and strive to build China's largest O2O biosphere. This thought accompanies 700 million of users, the public reviews with the micro-letter powerful flow entrance quickly horse enclosure, expand the user's incremental effect. However, the fact is not as perfect as expected, according to the media disclosed that the micro-letter portal to the public comments brought about by the user conversion rate is not very optimistic. Although it is not known how the micro-letter portal for the general public comments brought about by the amount of income, but it can not be denied that the two sides in this cooperation is to get each other, in the daily consumption of beer and Skittles in the field of at least stop the foot.

In late January, the micro-letter online restaurant search function, users just enter the keyword in the search bar. The relevant restaurant information will be arranged in the circle of friends after the message, according to the distance, in order to show the restaurant type, per capita consumption, geographical location, telephone and other basic information, and can achieve direct navigation. Almost all of the restaurant information comes from the public comment. I believe that the micro-letter search restaurant (including the introduction of a few days ago, even Wi-Fi entrance) is to the public comment on the lack of scene consumption guide the perfect supplement.

BEIJING-East Shopping: High Flow low conversion

March 10, 2014, Tencent announced a stake in Beijing east. At the same time, the two sides signed the overall strategic cooperation agreement, Tencent will be its pat, QQ network and Xun and other electric business transfer to Jingdong. and the public comment on the difference is that the micro-letter for the east to provide a first-level entrance, on the one hand Tencent can be filled in the electric business of the short board, on the other hand, Jingdong can also use the resources of micro-letter to fight Ali, break the ice, the realization of social electric power This is in the outside good match seems to play some aberration, whether it is "6.18" Jingdong Shopping Festival or "Double 11", micro-letter shopping portal did not give investors a satisfactory answer. Everything has, what is not a shortage of shopping entrance why did not break out? This is indeed a thoughtful question.

Beauty says: Use flow to make brand

November 2014, the beautiful said CEO Xu Yijong High-profile Shout, Beautiful said will build China Zara, and to this end to launch a brand new--mua, hope to rely on the beauty of the platform's flow advantage, flat pull up a real fast fashion attributes and consumer influence of their own brands. And this year during the Spring Festival, the beauty of the launch of the IPO will be launched, a person familiar with the matter, said beauty has been invited to serve as the chief financial officer of distance education, successfully led the company listed on the NYSE Wei Ping as the company's chief financial officer.

According to research data from GF Securities, the 2014 mobile shopping market grew by 232% in size, while the annual total of 18.4 trillion U.S. dollars in global consumption of 12 trillion is dominated by women. A positioning in the young women + Shopping Guide + share (circle) + micro-blog Shopping guide platform so springing up, as the beauty of Taobao food, said the ban is an imagined encounter. Almost to the corner of the beauty of the place, in order to get reborn had to create a serious vertical private brand, micro-letter rich flow can help beauty said through the barrier, but also to be further observed.

Micro-quotient: it looks beautiful.

Micro-shop, micro-business is very interesting, hope that more partners to do "words in the circle of friends widely circulated."

--Ma Ma, representative of the NPC and chairman of Tencent Corporation

This was interpreted by the industry as the official first official affirmation of the micro-business. For the circle of Friends, micro-merchants have been salivating, many people through the circle of friends to purchase, share, brush screen to earn a good pay.

Yesterday, the micro-letter a new rule: for the receipt of the money does not ship the micro-business, once found, can immediately report. One side is highly sure that the strict limit, which makes the circle of friends of the micro-business somewhat uneasy. But it also shows that the authorities are slowly regulating the market. According to incomplete statistics to engage in micro-business personnel have been tens of millions, beyond Taobao. and similar to Pocket micro-shop, micro-Union v shop, Pat Micro shop such as micro-business platform unusually hot. Does the micro-faith take advantage of the mobile Internet? The micro-merchants were both expecting and worrying.

After more than a year of commercial development, micro-trust dealers encountered two major problems.

First, the flow of liquidity test micro-credit business model

Throughout the letter has been a number of major electric platform, are all based on traffic for the first reference purposes. The business logic of Chinese Internet can be divided into two categories: one is to attract users by content, then sell the flow of cash; the second type is to buy traffic to import users, sell products directly. In the micro-letter, the first type of micro-letter friend Circle Feed ads, the second category to the public comments, Jingdong shopping, beautiful said platform. Traffic change is the biggest value of micro-credit commercialization, social marketing is only means and ways. For closed-loop transactions, the powerful micro-letter, no longer need to precipitate user volume, how to turn the complex number of users into the potential users will become a micro-trust business success or failure of the key elements.

Second, the trend of micro-business is to hug or give up?

The attitude of micro-trust to micro-business is governed by the original "laissez-faire-connivance-to the present norms". From Pony's speech, micro-letters are deliberately embracing the micro-quotient. However, according to the author's observation, the authorities are still waiting to see. At present, micro-letter mainly on the life of the service and intelligent hardware, whether from a share of the tick-tock taxi, the public comments, 58 with the city or Apple, the launch of the Watch Apple can see this. Micro-business is a piece of fat for micro-letters, this is the mobile end of the best opportunity to go beyond the Taobao model, micro-letter can not be considered. Today, micro-letter is a little bit of penetration into Taobao's territory, similar to the "one-click Move" features such as more and more apps. Micro-Letter if the buyer + seller + Third-party platform connection, specifications and services, then the development of micro-business will be a long way. How will micro-letters be chosen? Hug or give up?

The micro-chambers will not be the fourth trump card of micro-letters? Maybe, maybe not. Since it can be installed at the same time the Jing-dong and Beautiful said, another one more micro-business. Perhaps not yet, perhaps the opportunity is not mature, micro-letter trump card has not been able to explode, but we have in the Spring Festival Gala "Shake a Red envelope" on the See a miracle. Micro-letter sat on the top of the mobile internet, simply all about the "open and connected" thing it is trying, but only the beginning.