You hurt your own people by playing big star cards?

If you hear the voice of the weekly pen on the scene, you may not realize that yesterday afternoon in Alibaba Hangzhou Xixi Park held a "contact" of the full moon celebration. As early as the end of September, Alibaba once said to be in the "three days to spend 10 million, to promote contacts." The "one-week" celebration has become another burning money and PR means heavy activities, Ma Yun and Lu did not mind their own limelight by Guo, Zhou Pen Chang, Feng and other stars to rob. Alibaba's This event has become the star meeting, the various call sound waves a wave higher than a wave, has the audience joked that this is the Alibaba transformation Entertainment Company's sign. The presence of executives in the company and Alibaba has become negligible in the scene of shouting at the stars. But it's not all bad, at least not in the eyes of Alibaba's leaders – the star effect, in their view, is a huge fan of fans. I had conversations with a lot of the people who were on the scene, and they told me that one of the big reasons I used to travel was because my favorite star had a public account, even if the star hadn't posted anything at all. Yes, although the star account is only an empty shell, but those star fan group in the Open "Together" account, became fans gather common interest group, in the overall bleak, they continue to maintain a high degree of activity. You will find that this approach is more like Sina Weibo's routine than micro-letters. A live fan told me that she was still using Sina Weibo because her favorite star was on it. Another interesting thing is that she and her brother who work in Alibaba are starting to use but it has not stopped using micro-letters, and it is still more frequent to use micro-letters-the result is that the chain of social connections that micro-trust represents becomes increasingly difficult to break as the number of users expands, The star-fan relationship chain that Sina Weibo represents will migrate with large migrations. Therefore, compared to the micro-letter, and the "Big play card" hurt seems to be Alibaba's own camp Sina Weibo, after all, buy a star than pry micro-letter all users complex chain of relationships is much simpler, not to mention this is never in their own "strategic heights" on the stingy penny of Alibaba. Not long ago, Mr. Ma personally mobilized staff to use and promote contacts, according to Alibaba disclosed data, the one months between the number of registered users have exceeded 10 million. Alibaba also identified the "All in wireless" strategy, decided to invest heavily and resources, the introduction of mobile service platform, to help 7 million Taobao sellers to the mobile platform to migrate. But if this kind of extensive investment will cause more harm to Alibaba's heavily-invested Sina Weibo, rather than the micro-letter they have always seen as rivals, Alibaba may have to weigh the pros and cons. Moreover, although a large number of burning money marketing can quickly obtain users, but how to precipitate these relationships, Alibaba has not found a definitive answer. Maybe eventually,Alibaba's moves in mobile society end like today's events-when I leave the meeting, people are talking about such as "The scene lighting is not good, the small white (Bai Ju outline) All to Pat Black", "thanks to my classmate to help just get into the meeting to see the Zhou pen Chang" and so on, should be the main role of the Conference "Contacts", have long been forgotten in the back of the brain. Note: Graphics from the network