Top of the big era

WeChat has officially issued an announcement to restrict micro-business.

This can be said to have shocked the entire market.

You know, micro-business can be said to be the hottest and most topical e-commerce business in the current market, which is equivalent to the e-commerce trend of the era. The result was great. Boss Zhou returned to China and held a meeting. He said he would ban it and he banned it!

Many people have no idea what's going on.

I thought it was Ziweixing having internal strife!

In fact, there was almost internal strife. If Boss Zhou's resume was not so legendary and brilliant, and he had unparalleled leadership within the company, this matter would not have been so easy to resolve. It can be said that the vast majority of decision-making executives support micro-business.

Even if you don't support the development of micro-business, you can just allow the market to develop freely. There is no need to block it directly, right?

Fortunately, Zhou Buqi sticks to his word, and the senior team members who started and grew up with him are also convinced by him.

If he said micro-business is not possible, then it really is not possible.

Only some airborne executives who have not been influenced by Ziweixing's long-term values ​​may find it unbearable, such as Zhang Xiaolong, the vice president of the WeChat business group.

Zhang Yiming, He Yang, Meng Houkun, Han Leshui and others have all talked to him.

This time it’s Boss Zhou’s turn to come forward.

Zhou Buqi got straight to the point and said unambiguously: "Wechat businesses must be banned. The product form of WeChat is doomed to be difficult to effectively supervise Wechat businesses, which means that there are gray products and even black products everywhere. !”

Zhang Xiaolong said in embarrassment: "Even if it is banned, it will be difficult for us to restrict their private transactions."

Zhou Buqi said: "Some people can't stand selling facial masks and maternal and child products now. This is just the beginning. It will only get worse in the future. Guns and ammunition, pornography, gambling, drugs, etc. can all be sold! Acquaintance e-commerce The biggest feature is the trust relationship. Many criminals are afraid of being exposed and do not dare to trade in the e-commerce of strangers, so they will definitely trade in the e-commerce of acquaintances. I don’t know if you have seen this before.”

Zhang Xiaolong's expression changed slightly, "I've heard a little bit about it."

Zhou Buqi hummed: "In the past, PC-side communication products had them all!"

How do you contact those bad guys? How to trade?

In fact, they are all traded through acquaintances.

The attributes of social products are destined to be difficult to restrict. Social products cannot supervise chats between users. This is user privacy, and this kind of private user communication leaves room for users to conduct private transactions through social platforms.

Nowadays, selling facial masks, milk powder, etc. is nothing at all.

If it is allowed to grow bigger, the future will only become more and more slippery, and gray will turn to black.

Although there are many paid transactions between men and women on Momo, they are really nothing.

Because Momo is a social product for strangers, users are strangers to each other.

Strangers are wary of each other, so even when it comes to transactions, they cannot be too liberal. They are afraid of being cheated by the other party, and they are defensive and restrained. At most, they do not dare to cross the line.

WeChat is a social network between acquaintances, but this is different. Only transactions between acquaintances with a trusting relationship can break through the lower limit, and many sensational transactions occur.

In this regard, strict control must be carried out!

Zhou Buqi said: "I'm not being alarmist. I have experienced this kind of thing myself. In the United States, there are Mexican criminal groups that use Helo to communicate with customers and trade with drug addicts in the United States. There are even cross-border smuggling of illegal workers and guns. This kind of thing is very common in the United States, but if it doesn't work in China, you will be in trouble. At least we have to take strict measures in this area. Regulate it!”

Zhang Xiaolong took a deep breath, "But we can't control the private communication between users."

Zhou Buqi said: "Then do what you can control well, at least on the public platform level, and set an example."

Zhang Xiaolong said: "When we ban micro-business, the most we can do is prohibit merchants from publishing any product information in their circle of friends. If it is a peer-to-peer private chat between users, it will be difficult to restrict it."

Zhou Buqi nodded, "It's enough to assume the responsibility of the platform, just like a search engine. The hospitals behind those medical advertisements have all been approved by relevant national agencies and have formal and legal licenses. Theory Basically, Weidian can promote these medical advertisements in search engines, but we cannot do this. Others can collude to get things done, and money can make things work, but we are not a great company! , we must bear the greatest social responsibility!”

Zhang Xiaolong said "hmm".

If you say this, he will understand.

Weidian’s current overall share is comparable to Baidu. On the PC side, Baidu’s share is 15 points higher than that of Weidian; on the mobile side, Weidian’s share is 30 points higher than Baidu’s. However, when it comes to the revenue of the two search platforms, Weidian is only half of Baidu!

A very important reason is that Weidian has given up many legal and compliant advertising businesses, such as medical advertising. These are all approved by relevant national departments and have been reported to relevant institutions. They are completely legal advertising promotions, and there is huge profit space here.

Normally, companies only need to abide by the law, and all companies that operate in compliance with the law can be called good companies.

There is no need for excessive moral requirements.

However, Ziweixing has a higher level of moral restraint on itself. Its Weidian brand rejects all medical advertisements.

Weidian assumes responsibilities that do not require a platform.

Moments is also a platform.

There is also such a responsibility.

Not to mention the more serious products that may appear in the future, even the current fake and shoddy facial masks, maternal and child products, health products and infant milk are harmful enough, and are no worse than the medical advertisements in the search business.

Even those facial masks, maternal and infant products, health products, etc. are all legal products that have passed safety and quality inspections by relevant national units.

This responsibility must be borne by enterprises.

Just like the later live broadcast delivery.

Many live streaming products are actually from the advertising side and the platform side. If a fake product is sold during a live broadcast, if you want to return one for one and get three for three, you only need to find the product manufacturer to compensate. Anchors who bring products live do not need to compensate. They advertise and are not a party to fraud.

This is the legal and moral requirement.

According to legal requirements, anchors who carry goods live do not have to pay compensation.

But there are moral requirements behind this.

If you don’t carry goods, don’t promote, and don’t advertise, will consumers be able to buy those fake and shoddy goods? You yourself should also bear moral responsibility. You did not kill Boren, but Boren died because of you. Anyone with a little moral conscience will easily have trouble sleeping and eating.

Zhou Buqi said: "WeChat is now a monopoly platform. How can there be any competitors in the market? Momo can survive because Momo has found the right differentiation. What they do is instant messaging for strangers to socialize. That There is no big way out, that is, in the market of acquaintance social networking, WeChat is the only one, and it is a monopoly-level product! With a monopoly position, what is necessary to do without making money? Something that goes against one’s conscience?”

Zhang Xiaolong sighed, "I also know that e-commerce is a major lack in our company's strategy."

Zhou Buqi was very confident, "No! Ziweixing's e-commerce business will definitely develop."

"Oh?" Zhang Xiaolong's eyes lit up, "Where is it? Is the on-campus group purchase going outside the campus?"

Zhou Buqi said: "On-campus group buying is a benefit to college students, and this positioning cannot be changed."

"What is that?" Zhang Xiaolong was a little confused about the big boss's thinking. "I have read some of your speeches and product ideas before. You said that 'social + e-commerce' has a good way out."

Zhou Buqi said: "That's not the form of WeChat."

"WeChat is not good, Weibo, Toutiao, and Friends.com are not good. Now our e-commerce form is actually only on-campus group buying backed by Xiaonei.com."

Zhang Xiaolong was actually a little anxious.

He has a high and powerful position, but he came by air, and he is a bit unconvincing. He needs to produce some eye-catching and successful new businesses in order to prove himself and live up to his reputation.

Zhou Buqi was unhurried, "The era of social e-commerce is still advancing, don't be anxious. WeChat still needs to develop its existing business first. The public account you lead is pretty good, isn't it? Helo To launch a paid enterprise Helo, WeChat can also launch a paid enterprise WeChat, allowing merchants to use Enterprise WeChat to manage WeChat public accounts or customer resources.”

"Well, this matter is already being done." Zhang Xiaolong nodded, and then remembered something, "Just now, someone from Alibaba contacted me."

"Um?"

Zhou Buqi raised his eyebrows.

Zhang Xiaolong said: "WeChat wants to ban micro-business, mainly to ban the promotion of micro-business products in the circle of friends. This is equivalent to leaving a gap for product recommendation. People from Taobao contacted me, hoping to allow Taobao to access API to Moments.”

"What?" Zhou Buqi opened his eyes wide, "This old horse? What does he want to do? We have cleaned up the product advertisements of WeChat merchants, and he wants to take advantage of the situation and replace it with Taobao product advertisements? Moments are friends' updates. A sharing platform, not an advertising platform for products!”

Zhang Xiaolong said: "Yes, I have already refused. I think...I think they may also feel the crisis of WeChat business and realize the horror of social e-commerce. They want to promote Taobao through cooperation with WeChat social e-commerce.”

"No! You can't open this hole!"

Zhou Buqi knows the power of acquaintance e-commerce.

If this opens up an opening for Taobao so that Taobao’s stores can be promoted through WeChat friend relationships, it will greatly occupy WeChat’s platform resources. Many Taobao stores have strong marketing ideas. For example, when you buy something on Taobao, they will send you a coupon and ask you to add their WeChat account and then collect the money. In fact, this is a process of converting stranger users into acquaintance users.

If Taobao and WeChat are not connected, such acquaintance users will not be of much use.

If it is connected, Taobao products can be promoted on WeChat without restrictions. Such acquaintance users will have a very high conversion rate and develop towards the trend of acquaintance e-commerce.

Pinduoduo's chopper is very magical, but the effect of acquaintance e-commerce is actually average.

What’s even more ruthless is live streaming.

Those big anchors who sell goods live are all playing the acquaintance e-commerce style. Everyone has more than a dozen super WeChat groups, which can mobilize tens of thousands of fans at once. Not only can fans flock in quickly after the broadcast is launched, but it can also rely on fans' joint publicity to build a brand and win over competitors. .

Sitting on WeChat, the largest social platform for acquaintances in China, Zhou Buqi has long been eyeing the direction of acquaintance e-commerce.

In the field of stranger e-commerce, it is impossible to compete with Taobao.

But with WeChat as its backing, Ziweixing will have a huge advantage if it plays acquaintance e-commerce.

Boss Zhou has been ready for a long time.

E-commerce is a huge cake and also the business segment with the most stable revenue.

For products like Pinduoduo, Zhou Buqi is embarrassed to go directly into the battle, and he can't afford to lose that person. He just needs to invest some money, give some WeChat resources, and be a big boss behind the scenes. But live streaming is different. Ziweixing will definitely go into the battle himself. This should have belonged to Ziweixing!

Even Zhou Buqi has thought about it. When the study tour is over, the time will be ripe.

The era of short videos has come.

In order to ensure that the global short video market is won, Boss Zhou is ready to return to the front line and do this personally. Winning the short video industry is equivalent to winning the live streaming market. Only by connecting the live streaming of short videos with the acquaintance relationship of WeChat can the greatest advantage of acquaintance e-commerce be brought into play.

However, that is many years later.

It is only 2014 now, it is still early.

The domestic 4G network has just been rolled out, and the number of 4G mobile phones is only more than 20 million. The tide of the times is still rolling forward, and the opportunity has not come yet.

Zhou Buqi said: "Social e-commerce should still be based on acquaintance e-commerce. 'Social + content + e-commerce' is the possible model of acquaintance e-commerce in the future. If you have studied the starting model of campus group buying, you should be able to see some signs. However, that was the PC era. If Ziweixing does e-commerce next, it must be a new product for the mobile era. The time is not yet ripe. The top priority is to make WeChat bigger and stronger! Ensure WeChat's monopoly on the industry!"

...

WeChat banned micro-businesses.

This caused a lot of movement in the market.

Hangzhou.

Alibaba is stepping up its layout on Momo. After failing to connect Taobao and WeChat, they want to ensure the seamless connection between Taobao and Momo. At the same time, NetEase in the same city is also devoting all its resources to promote another stranger social product, Yixin.

Competing with WeChat is almost impossible, don't even think about it.

Yixin made by NetEase competes with Momo.

The current situation is very critical.

Alibaba wants to support Momo with its group resources, and Momo is about to go public in the United States. What should we do? Yixin now has two things to do. One is to grab the market vacated by WeChat after banning micro-businesses, and the second is to go to war with Momo! Don't let Momo grab the market!

Pengcheng.

Although Qxin failed to compete with WeChat, QQ is still the trump card communication product. Mobile QQ also has more than 300 million users, making it the second largest mobile communication product in China.

On this day, the president's office held a meeting.

E-commerce has always been a hurdle that Penguin cannot avoid or pass.

It has been working hard for ten years.

But it still can't find a good track.

At this presidents' meeting, they decided on a new direction. WeChat banned Wechat business... This is an opportunity. If Wechat business is gone, the remaining market may be replaced by a Q business.