The Giant'S "Double Eleven" Preparations Are Getting More Intense.

Double eleven is coming soon, and WeChat's external chain rules are born. Perhaps this will make the battlefield that has been "smoke and smoke four" full of uncertainty.

According to zinc finance, in late October 18th, WeChat's official public platform "WeChat faction" released the latest revised version of WeChat's external link content management specification (hereinafter referred to as "specification"). In the newly revised specification, new forms of activities such as induced downloads, friends help speed up, bargain hunting, and teamwork are added.

When the news came out, many people on the Internet began to worry about a lot of things. After all, it was the "veteran" of WeChat group and circle of friends.

In fact, the news is so popular that not only is it related to a lot of business models, but also because this specification is officially used before the "double eleven", which is bound to cause more uncertainty for this year's "double eleven" war between Ali and many Jingdong giants.

Standard will "lock" a lot?

On the night when the newly revised specification was released, many people would be sleepless for a night, perhaps including many teams.

A lot of C2B has been focused on the third party social networking platform. Its operation mode is mainly through the user initiated by friends, family members, neighbors and so on, the initiator can lower the price to buy more App products. Among them, sharing social ideas formed through friends and family members form a unique new social networking thinking.

Through this mode, we successfully opened the three or four line sinking market between Taobao and Jingdong. According to a lot of 2018 earnings report, 2018 has been a lot of GMV has reached 471 billion 600 million yuan, three line and below the proportion of urban users has already exceeded 60%, the number of active buyers of the platform reached 420 million, has exceeded the Jingdong, become the second largest electricity supplier platform.

Despite such good results, in the past few years, its operation mode has also been criticized most.

A lot of people have had a lot of experience in WeChat's friends circle and received many friends' "bargain" links. If you want to open links, you have to download more App or access to many small programs. And under this operation, there is a risk of personal information leakage. Because of the relationship between friends and relatives, it has to be done so that many people are fed up with their models.

And after the WeChat issued the chain rules, a large number of netizens clapped on the Internet, and they all issued "good", "should be sealed" or "finally can be quiet" and other comments.

So, can the specification really lock up a lot?

According to the understanding of zinc finance, the newly added several external chain rules are mainly for illegal use of avatars, release induced jump / link, friends help, speed up, bargain, task collection and other activities and illegal groups. Among them, the latter two norms are considered to be a lot of "sword fingers", which is what App often does.

However, it is important to note that this specification is not prohibited for all teams, but will prohibit illegal groups, such as false collage, fraudulent nature, group with raffle character and group without clear and clear rules.

Therefore, this rule has little impact on spelling. But the new rules mean "help me to chop a knife" and other forms of activity, which will not appear after that, or will be shown in other modes, which will affect a lot of bargain sharing mode.

Even so, we should not let too many spells get too much impact. After all, we have to wait for the result of real investment. Just as many co founder dada (Sun Qin) told the media: "the upgrading of WeChat's external chain will be formally implemented in October 28th, and it will be observed again when it becomes effective."

To sum up, this regulation will not make much more "unprepared". Instead, it will make the outside world more uncertain about how to fight this year and how to face the competition between Ali and Jingdong.

The giant's "double eleven" prepares for war

Double eleven, this is Ali launched and led the shopping carnival, and this year, Jingdong pioneered the preparations for the prelude.

In October 15th, the Jingdong launched the "double eleven" meeting this year, announcing that this year's "double eleven" will be from October 18th to November 11th, and the front is still very long. At the launch meeting, we mentioned several key words: sinking, purchasing, broadcasting, subsidies and so on.

From this point, we can see that the Jingdong's goal has changed from Ali to a lot of competition. After all, according to media data, the coincidence of users in July 2019 and Jingdong has reached about 46%.

Under such pressure of competition, Jingdong first put the "treasure" in the logistics aspect. At the launch meeting, it announced that the two super large sorting centers located in Chengdu Asia 1 and Wuhan Asia 1 have been put into use recently. The processing capacity of the two sorting centers is over 1 million, and the total sorting efficiency will be 5 times higher than that of the traditional sorting through the intelligent order processing equipment.

In addition, Jingdong logistics said that in the next 5 months, the company will provide nearly 300 million subsidies and incentives for first-line warehousing, sorting staff and couriers.

However, there are not only Jingdong, but also Ali and Suning.

As early as June 12th this year, Alibaba and China Post jointly signed a strategic cooperation framework agreement in the Beijing China Post Building. The two sides will carry out in-depth cooperation in the fields of logistics, e-commerce, finance and information security.

In this regard, on the platform of Ali rookie network, there will be not only domestic express such as Shun Feng and three links, but also large enterprises such as China Post. At that time, the matter was seen as an extension of the strength of the outside world, but now it seems that Ali was preparing for this year's "double eleven".

In addition to Jingdong and Ali's preparations for logistics, Suning is also making preparations for it. On the 10.17 day, Suning logistics said it would officially release the "lightning town" plan, which provides "24 hours loading and unloading" service for four to six lines of urban districts, counties and towns and rural areas under their jurisdiction. In this way, it is not only Jingdong's attention to sink the market, but also Suning.

Subsidies have also escalated competition.

Some time ago, known as "the cheapest iPhone 11 of the whole network" brought a lot of traffic to the spate. According to a lot of official data, the sales of iPhone 11 series mobile phones increased by 20 times compared with the same period in September 20, 2018. In this year's "618", we have launched a great deal of "10 billion subsidy", which has increased the volume of orders and increased the number of active users to 483 million. Just recently, many spells have announced that more subsidies will be launched in the "double eleven" to seize the market.

Jingdong also responded to more subsidies. Jingdong said it will increase subsidies to some high priced products in the "double eleven" this year, including 3C, daily necessities, cosmetics, big health, big cars and some cross-border goods.

At the same time, the parties are also making great efforts in spreading their efforts.

In 2018, Taobao double 11 shopping Carnival sales battle fruit amounted to 213 billion 500 million yuan, compared to 2017 that day is 45 billion 300 million yuan higher. But this result can not make Ali really feel relieved, because social communication has always been its own weakness.

With Jingdong and a lot of companies joining WeChat's first level entry, this means that more traffic will be imported. And this is even more important for the "double minute" double eleven. Therefore, Ali is also trying to make up for this disadvantage.

First, in August, micro-blog launched an e-commerce service platform to achieve full coverage in the live broadcast and Taobao live broadcast. Then in September, Alipay and micro-blog jointly announced that Alipay's small program was officially interworking with micro-blog. In this regard, Ali and Sina in the scene, products and platforms to achieve three levels of interoperability.

It is foreseeable that Taobao will have a new growth point under the micro-blog plus eleven.

"Three elections"?

The giant's preparations for the "double eleven" are not only in the physical level, but also in the public opinion war.

A few years ago, Jingdong's lawsuit against Ali's "two election one" has been referred to as "double eleven". The case was finally dismissed by Tmall.

But with more and more people entering the life, they were also involved in this public opinion war. Wang Shuai, chairman of the public relations committee of Ali, sent a response to the two election on the Internet a few days ago: "we really do not want to passively cooperate with some enterprises for endless speculation." "The so-called two election is always a false proposition. If you remember correctly, the two election is also a means that some enterprises often use to compete."

After this paragraph was exposed, more translations were directed towards many spells. In response to this, many in response, said: "this year's" double (ER) ten (Xuan) one "10 days ahead of last year, the electricity supplier industry" let the world is not difficult to do business "has not yet been achieved, but the situation is stronger than the people.

Jingdong also made the following day that Song Yang, vice president of Jingdong, responded to two choices in the circle of friends: "the two choice, the deepest injury is not Jingdong at all. It is those who run around busy day and night. The scarcity of platform resources should encourage businesses to develop with multiple channels and platforms."

In this way, with the early warm-up of such a "war of words", the coming war will become more and more concentrated.

According to the latest data released by QuestMobile on several platforms, as of August, the number of mobile Taobao APP users was 642 million, the size of Taobao small program users was 115 million, the panoramic user scale after re loading was 691 million, the number of APP users was 381 million, the size of small sequence users was 100 million, the panoramic user scale was 429 million after re loading, the size of Jingdong APP users was 246 million, the size of small program users was 87 million, and the panoramic user scale after being re released was 313 million.

For this year's "double eleven" war, perhaps the busiest business is still many merchants. With the introduction of the external chain rules, many of this year's tactics for its changes have also become the "heating agents" in the war.

There is still 20 days to go from "double eleven", but the smell of gunpowder has become increasingly strong.