Chapter 3096: E-commerce with acquaintances

After completing the listing of Alibaba, Boss Ma returned to China.

The momentum was really great.

It seemed even more powerful than Zhou Buqi who had successively operated several listed companies with a market value of hundreds of billions.

After returning to China, he called Zhou Buqi again.

He said that it had been confirmed that after the Double Eleven in November this year, an Internet conference would be held in Wuzhen, not far from him. The specifications were very high. It would be a national-level global conference, and many important figures would attend. Boss Zhou must show up.

With the listing of Alibaba, the domestic economic structure has completely changed.

In the past few years, it was the real estate world.

The Internet has really replaced it this time and has become the most dazzling industry in the domestic economic structure.

Even after Alibaba went public, the Hurun Rich List also jumped out and re-ranked the domestic rich.

Boss Ma made a big leap!

With a net worth of 21.8 billion US dollars, he ranked second in the country!

The first, of course, is Zhou Buqi, whose net worth has reached a terrifying 187.2 billion US dollars, which is unshakable and unattainable.

The third is Mr. Ma of Penguin.

The fourth is Mr. Li of Baidu.

Then it is the turn of Mr. Wang of Wanda, who is ambitious to lay out the global industry.

Ziweixing, Alibaba, Penguin and Baidu, known as the "BATE" or "BEAT" four giants in China, are working together to create a new era of the Internet.

Zhou Buqi told Mr. Ma that he was on the plane back to China.

Mr. Ma was very happy when he heard it, "That's perfect, you are back, let's talk about WeChat business."

Zhou Buqi laughed and said, "It's just WeChat business, the sales volume is only a few hundred billion, you are so scared?"

Mr. Ma said calmly, "What are you scared of? Just chat."

"No need to chat." Zhou Buqi gave him a reassurance, "You succeeded."

Mr. Ma was slightly startled, "What do you mean I succeeded?"

Zhou Buqi said, "WeChat business will not pose a threat to Taobao, because I don't approve of this project. The first thing I will do when I return to China is to go back to the company for a meeting and ban this business."

"Oh..." Mr. Ma The boss laughed and said, "The WeChat business model is not good. Whether you agree or not, it can never be a rival of Taobao. I have never worried about it. I am just giving a small reminder. Looking at the domestic market, Alibaba really can't find any competitors even with a telescope."

Zhou Buqi laughed and said, "The company is listed. How can it be so arrogant?"

Boss Ma said, "It's just that I have the confidence to tell the truth."

Zhou Buqi was silent for a while and replied, "Well, see you later."

There were several secretaries on the plane, Mai Feixue, Gu Zanli, Zhang Zetian, Zhao Limuge, Yan Qiqi, and the two new beauties Wang Langli and Huo Hua also followed. No matter where he went, Boss Zhou always brought beauties with him. It has become a habit.

Hearing that the big boss was going to ban WeChat business, Zhao Limuge couldn't help but come over and said in surprise: "Boss, are you really going to ban WeChat business?"

Zhou Buqi nodded, "There is such a plan."

"Why?" Zhao Limuge was puzzled, "Isn't the development of WeChat business going well? This is the most fruitful major project of WeChat this year!"

Zhang Zetian also came over and was very concerned about this topic.

It can be seen that the two of them have a pursuit of business and are motivated in their careers. The other girls have no interest in these overly complicated things.

Zhou Buqi is also deliberately cultivating Zhang Zetian and Zhao Limuge.

Zhang Zetian said with a little confusion: "The development of WeChat business is so good. Isn't it said that social advertising has strategic defects? If WeChat business is developed, then the product structure of WeChat will be complete!"

Zhou Buqi shook his head, "But advertising resources are very limited."

"Friends circle?"

Zhao Limuge is very smart.

Zhou Buqi smiled and said, "Yes, it's the circle of friends. The circle of friends is very popular now, both at home and abroad. This circle model is a good tool for social networking among acquaintances. But there is a disadvantage of social networking among acquaintances, which is the small amount of information."

"Ah?"

Zhao Limuge didn't quite understand.

Zhang Zetian immediately said, "No matter how many people a person knows, it is actually very limited. WeChat friends can only have a few hundred at most. How many messages can these hundreds of WeChat friends send in the circle of friends every day? If you check your friends' dynamics, you will finish it in a few seconds."

Zhou Buqi smiled and said, "Yes, that's what I mean. The information content of social networking among acquaintances is far less than that of social networking among strangers. Stranger social products like Weibo and Toutiao can be kept on being swiped forever, and the information will never be exhausted. Because there are too many strangers, there is an explosion of information. But social networking among acquaintances is not good. The amount of information is limited. When you keep swiping, you will see things you have seen before."

Zhao Limuge nodded repeatedly, "Yes, that's the number of ads. The more information there is, the more information flow ads can be mixed in with the information. Stranger social networking is a massive amount of information, so there are massive ads. Acquaintance social networking has less information, so there are fewer ads that can be placed."

Zhou Buqi was very happy and put his arm around her slender waist, "Yes, the summary is very accurate!"

Zhang Zetian, who was sitting opposite, naturally did not admit defeat, so she gave an extended summary, "So, the unit price of advertising in Moments is much higher than that of Weibo. Because Moments is a social networking among acquaintances, there are fewer and more scarce advertising spaces. There are too many ads on Weibo, as long as you keep scrolling, you can get as many as you want."

Zhao Limuge then added, "A more fundamental reason is that acquaintances have higher social trust, so the conversion rate of advertising is higher. Information from strangers does not have enough trust, and the conversion rate of advertising will naturally decrease. If the conversion rate is high, the unit price of advertising will be high; if the conversion rate is low, the unit price of advertising will be low.”

A similar theory, six or seven years ago, could be said to have led the entire Internet product industry.

Zhou Buqi had long promoted it.

It can be said that he has led a generation of Internet people.

Times have changed, and similar theories are no longer a novelty. They have been written over and over again in various Internet product books, and they have become a very common product concept on the street.

Even the two little secretaries spoke eloquently.

It is even more accurate and incisive than Zhou Buqi’s summary six or seven years ago when he was “first released”.

However, looking at today, such a theory still has extremely important practical value.

Zhou Buqi said seriously: "So, if we continue along this line of thinking, we will see the sudden explosion of micro-business in a short period of time, which even scares Boss Ma. This is the same product line of thought."

"Um?"

Zhang Zetian was smarter than Pastoral Ge, and he suddenly had a flash of inspiration and seemed to have grasped some new principles.

Zhao Li Muge was pondering.

Zhou Buqi pointed out: "In China, after the launch of Friends.net, other SNS websites were finished. The market for socializing with acquaintances was dominated by Friends.com. Until the emergence of Weibo for socializing with strangers, a rivalry was formed. The same is true abroad. , after the emergence of Facebook, all competitors died until the emergence of Twitter, because the two products are two tracks, one is the track of strangers, and the other is the track of acquaintances.”

"Yeah! I understand! I figured it out!"

Zhao Li Muge screamed.

It was as if she had been molested.

But in fact, her scream was not because the big boss's hand reached into her short sleeves and into her underwear, but because she was excited about the collision of ideas. She caught up with the big boss's thoughts!

Zhou Buqi smiled and asked, "What do you want to understand?"

Zhao Limuge said: "I understand why Boss Ma is so scared. He even came to you twice specifically for WeChat business. Because WeChat business and Taobao are two different tracks! Boss Ma said that Taobao can't be found even with a telescope. Competitors, this is not bragging, this is a fact. However, he is talking about stranger e-commerce. Wechat business relies on the WeChat platform to do acquaintance business!”

Zhou Buqi hugged her, kissed her several times on the face, and praised: "She's so smart!"

Zhao Limuge said charmingly: "WeChat business and Taobao are two tracks that can coexist. They are competitive, but they are staggered and misplaced competition. Just like Facebook and Twitter are competitors. , but it is not true head-on competition, Facebook will never be able to defeat Twitter. Taobao is not afraid of head-on competition, but Wechat Business has adopted a new model, a misaligned model that can coexist with Taobao.”

“That’s a good summary!”

Zhou Buqi was very pleased, feeling that he had cultivated her in vain, so he held her on his lap and cherished her.

Competition in business, if the competitors are too strong, the only way to survive under the pressure of such opponents is to differentiate.

Just do it the other way around!

If you pay, I will make it free; if you make it free, I will pay; if you go left, I will go right; if you focus on beauty, I will focus on ugliness; if you make men’s clothing, I will make women’s clothing; if you choose universal, I will choose vertical; If you become a stranger, I will develop a network of acquaintances...

Taobao is undoubtedly the largest e-commerce platform in China.

This is a stranger e-commerce.

The buyer and seller do not know each other.

Wechat business is different. Wechat business is done in the circle of friends on the WeChat platform. It is acquaintance e-commerce.

Acquaintance e-commerce is just like acquaintance advertising, with a higher level of trust!

Higher conversion rate!

Higher closing rate!

Why did micro-business suddenly explode this year, and then create more than 50 billion yuan in sales in the first three quarters without any platform intervention and promotion?

Because this is acquaintance e-commerce!

It’s a more personal trusting relationship.

The decline of WeChat business and the rise of Pinduoduo... This is a progressive relationship. The bottom layer behind Pinduoduo's "cutting off" is actually an acquaintance e-commerce that is different from Taobao. Although the buyers and sellers of Pinduoduo do not know each other, they are all introduced by friends, which has a basis of trust from acquaintances.

Is Pinduoduo cheap?

Probably cheap.

There is another layer of logic, which is that Pinduoduo can better tap into a trust relationship at the bottom of human nature. Many adults who don’t know much about Internet shopping dare not go shopping on Taobao, but choose Pinduoduo.

Not because Pinduoduo is really cheap, but because they believe Pinduoduo is cheap!

It is difficult for JD.com to attack Taobao because JD.com is also an e-commerce company for strangers and relies on WeChat’s circle of acquaintances. JD.com’s strategic design and product teams have not been able to develop the operating model of acquaintance e-commerce.

Pinduoduo seized this opportunity and relied on the "cheap + familiarity" strategy to conquer cities and territories along the way to compete with Taobao.

Alibaba spent huge sums of money, and Boss Ma personally led the team to develop the social product "Laiwang".

After the product failed, Taobao's acquaintance e-commerce road was no longer possible.

Zhao Limuge's words can be said to be directly pointing to Taobao's vital point, and found a way to challenge the e-commerce giant Taobao.

Zhang Zetian was naturally unconvinced and said: "The success of micro-businesses is due to the WeChat acquaintance network, which greatly improves the conversion rate of micro-businesses. However, I just thought of one more thing... The reason why micro-businesses should be banned is that the existence of micro-businesses is a huge damage to the WeChat ecosystem!"

"Oh?" Zhou Buqi's eyes lit up, "Tell me about it!"

Zhang Zetian said: "Because the circle of friends is a social circle of acquaintances, the amount of information is very small. Therefore, every piece of information in the circle of friends is very valuable. Only when there is enough information can there be more advertisements. WeChat is a free product, and it mainly relies on advertisements in the circle of friends to make money."

"Then what?"

"Real information is valuable information, which is personal dynamics and personal sharing posted by WeChat friends that can attract the attention and curiosity of others. Only this kind of information can attract users to browse the circle of friends, and can continuously browse the circle of friends advertisements, bringing revenue to WeChat."

"Yeah."

Zhou Buqi nodded, with appreciation in his eyes.

He has seen it.

This girl really understands the harm of WeChat business.

Zhang Zetian said crisply: "But, the information posted by WeChat merchants in Moments is not valuable information. They post product information... To put it bluntly, they post advertisements! The real advertising resources should belong to WeChat and the platform. In order not to destroy the user experience, advertisements should be mixed in with some valuable information and pushed to users. It is a model of information flow. However, the existence of WeChat business will destroy this environment and cause WeChat Moments to be dominated by advertisements."

"Well said!"

Zhou Buqi reached out and pinched Zhang Zetian's face.

This is indeed the harm of WeChat business.

There are advertisements in WeChat Moments, which is the main source of income for WeChat at present.

Normally, the placement of advertisements should be restrained, and one advertisement should be added among many valuable information.

If there are too many advertisements, users will be disgusted; if there are too many advertisements, users will be lost.

The product information posted by WeChat business users is actually advertisements. They will appear disguised as valuable information, and then push it to users together with many platform advertisements... This is the end. Many users will find that the screen is full of advertisements when they open Moments, and there is no user experience.

After a long time, they will give up Moments.

This is simply cutting off the most important source of income for WeChat.

The product information of WeChat merchants not only disrupts the normal information arrangement of Moments, but also takes away the advertising resources that originally belonged to the platform. The platform has become a place for them to advertise for free. How can such a good thing happen?

The terrible thing about acquaintance e-commerce lies in the excavation of human nature. For example, you must restrain yourself from watching live broadcasts with goods. If you watch too much, you will become familiar with the anchor and enter the acquaintance mentality. Human nature will force you to place an order, even if you don’t want to buy, you will buy.