Chapter 60 The tactic of "tightly digging out details" in the two horses competing for the slot

What the industry knows is that Ma Huateng's paipai is a formidable young man, but what is not known is that Ma Huateng's idea of ​​doing C2C is not later than Alibaba.One detail is that during the SARS period in 2003, when the Alibaba team was developing in closed mode and specializing in the C2C field, Tencent once had the idea of ​​​​taking a share, but it finally gave up because Jack Ma sold too few shares.After a lapse of 2 years, Ma Huateng, who once again entered C2C, seems to have a plan in mind. What are the advantages of Tencent's C2C business? In this regard, Zhan Weibiao, the person in charge of Tencent's C2C business and the general manager of Tencent's e-commerce division, expressed the 4C concept of Tencent's C2C business. In his opinion, the first C is Huge user base (Customer). In 2004, the number of registered and active users of Tencent reached 350 million and 130 million respectively, more than twice that of eBay globally.If Tencent can convert users better, the scale of China's C2C market may increase due to the addition of Tencent.

The second C is a strong means of communication (Communication). As the largest instant messaging platform in China, QQ has been well integrated with various communication methods such as mobile phone text messages and emails.Make the communication between buyers and sellers smoother, make transactions more efficient, and help build trust between both parties.Compared with the huge investment of professional auction sites, IM's ability to push C2C services to users in need at low cost is worthy of the name "four or two thousand dollars". The third C is a strong community service (Community).As an online community, QQ has cultivated many like-minded groups, including shopping groups and various interest groups.In this online community, the convergence of user needs is very high, and the relationship between users is very close, which means that the formation of communities and the relationship and stickiness of users between communities determine the potential consumer demand. This may even become the source of an avalanche in China's e-commerce market.

The fourth C is the rich information content (Content) of qq.com.Closing a deal is a process of accumulation, and it is difficult to achieve it overnight. According to a report by CNNIC, 47% of C2C netizens go online to find information.In this regard, Zhan Weibiao said that Tencent has the portal information advantage of qq.com, and it is necessary to let consumers form an impression that "you don't need to buy, but you need to know all the comments and information on shopping, which are available on Tencent C2C. I can find it!" However, Tencent's unique competitiveness may reinterpret the meaning of C2C, that is, Communication to Commerce, and the transaction is concluded through communication.C2C in this sense not only includes commodity transactions, but also highlights the concept of the same city according to the needs of users, covering community, information, and communication.Ma Huateng believes that communication is a very important part of e-commerce. Only with communication can we understand, and only with understanding can we trust each other.For a service-oriented industry such as C2C, good communication is even more important.And Tencent's instant messaging tool QQ just rightly makes up for the lack of communication in the process of C2C transactions.

And Ma Huateng's point of view has also been certified by the behavior of industry giants. eBay, an international giant in the C2C field, has acquired SKYPE, a VoIP manufacturer, at a price of US$4.1 billion. "In the past, eBay was more repulsive to communication between buyers and sellers because of the fear of private transactions because of charging transaction fees, but now the acquisition of SKYPE just confirms Tencent's philosophy, that is, the integration of e-commerce and instant messaging is becoming more and more important." Tencent Zhan Weibiao, general manager of the company's e-commerce division, said so.

Tencent closely combined Paipai and QQ. It seems that this is the huge mission that instant messaging should accomplish.One of the major functions of Tencent Paipai has even applied for a patent-that is, buyers and sellers can not only communicate freely through instant messaging, but also can see the products on the right side of the dialog box at the same time.After discovering the advantages of Tencent's C2C, Ma Huateng still worked hard in the preparation process. In order to provide a good experience for users who came to Paipai for the first time, many Tencent employees took the initiative to work overtime, and some even did not go home for a week.However, when Tencent realized this problem, it quickly started to expand its operations and customer service teams.This problem was quickly resolved.

"The devil is in the details. Only by doing a good job in these details and making users feel as smooth as flowing clouds and water through various details can we really win." The introduction of a series of measures such as password protection can be seen Tencent's tactical intention of "tightly digging into details". With Ma Huateng's good intentions of "closely following the details", Tencent Paipai showed its unique personality. Integrate the product introduction into the friend's avatar information. If the buyer is interested, click to enter the friend's online store immediately, and discuss the purchase with the friend through QQ; On the user profile, the seller can also list the buyer as a VIP customer and provide a discount for the next transaction.

The entire transaction process revolves around QQ, which is also the key to Paipai.com's ability to quickly catch up with Taobao. The 549 million registered accounts of QQ are undoubtedly Tencent's winning weapon for Paipai.com.Ma Huateng believes that Tencent's extremely impressive number of registered users overlaps with the online shopping user base to some extent.Although these groups are not the invisible users with the highest income in terms of income, they are the group with huge market potential who are most willing to try new things, which is a major advantage of Tencent.

"After years of development and popularization, our QQ is now like a mobile phone on the Internet. It is very normal for people to go back to shopping with their mobile phones." Such a metaphor from a Tencent employee is very clear. Explained clearly the competitiveness of Tencent's entry into C2C. As for the powerful competitor Taobao, Ma Huateng doesn't seem to care.In the founding philosophy of Tencent Paipai, China is currently a buyer's market, there is no shortage of goods, and the right to choose belongs to the buyer. Therefore, "wherever the buyer is, the seller will go."Therefore, in Ma Huateng's view, China's e-commerce is still in a very early stage of market cultivation and is far from mature.Therefore, it is time for Paipai to enter this market.While acknowledging the fact that he is one step behind his competitors, Ma Huateng is still full of confidence. He does not think this means a long-term lag.

"The current C2C market is only at the initial stage, and the lead is only temporary. The key is to expand the market and let more users join in." Ma Huateng said. On September 12, 2005, Paipai.com, a C2C website run by Tencent, was officially launched, along with a payment product, Tenpay. A letter from Paipai.com to all netizens Today, with gratitude, we bring this native-born baby to everyone. I am grateful because this little baby has experienced ten months of gestation until it is born today, and it has carried the care, help and ardent expectations of too many enthusiastic netizens! Thank you! We believe that only through thousands of enthusiastic netizens Nutritious and nurturing, babies can grow up healthy and happy, and can achieve something.We can proudly say: "Our baby grew up eating hundreds of meals and wearing hundreds of clothes!" Our little baby does not belong to a company or a team, but to thousands of enthusiastic people all over China. netizen!

Like everyone, we have a dream: in the near future, when she grows up healthy and healthy, what she brings to her netizen parents is not only an honest, safe, convenient and easy e-commerce trading platform, but also happiness, The online community world of fashion, sharing and mutual assistance! When everyone feels happy, they can clap their hands happily.Therefore, we condensed the expectations from thousands of netizens into two words, and endowed this baby with "Pai Pai". Since Paipai was born, the wisdom of hundreds of millions of netizens and the excellent genes of her brother Q have flowed in her blood.She was born in a large and lovely family (150 million active QQ netizens), she was born with a beautiful voice and a dexterous tongue (QQ instant messaging software), and she also has a group of outstanding and lovely brothers Sisters: qq.com, Q-Zone, wireless QQ, QQ games, etc. They provide selfless love and help for Paipaibao under the common dream of providing "one-stop online life service".Paipai will grow up in a solidarity, young and fashionable humanistic community environment (QQ big community).However, just like every newborn, Paipai is not very pretty now, her small face is still wrinkled, her hair has not grown fully, of course she has no teeth, she can’t crawl, and even her eyebrows are so pale that she can’t see clearly... Maybe she You will also be attacked by the harsh environment and germs, and you will fall a few times while toddling. Sometimes you don’t know if you are doing the right thing, and sometimes you don’t know the situation... But we firmly believe that there are thousands of With the wise guidance and enthusiastic nurturing of tens of millions of netizens, Paipai will surely grow into the oriental beauty that Chinese people love most.

Paipaibao believes that human beings love to communicate, and believes that e-commerce is a process of communication and recognition between buyers and sellers. Everyone will gradually establish a trustworthy relationship and become a regular customer or even a good friend.Therefore, as soon as Paipaibao was born, it established that C2C is "Communicate To Commerce" (Communicate To Commerce), and the concept of honest relationship provides sustainable development.Paipaibao hopes that by providing various convenient and effective communication methods, everyone can not only do big business, but also make friends. Paipaibao believes that all human beings are good, and also believes that a good integrity accumulation system will improve the integrity level of the community.Therefore, as soon as Paipaibao was born, it absorbed the nutrition selflessly provided by the majority of netizens, and rationalized and improved the credit system http://help.paipai.com/?helpId=502.Paipaibao hopes that honest uncles and aunts can get rich first through such a relatively fair system! Did you know? Paipai is surrounded by a group of cartoon elves living in towns in the E era of the 21st century.They are happy, cute and enthusiastic, willing to help netizens realize all good wishes.They are the staff of Paipai.com and also the "nursery staff" of Paipai.They will listen to your voice attentively and give you timely feedback and help at the first time.Here, we specifically tell you the contact information of the "Elf Nursery Staff": http://help.paipai.com/?helpId=contact At the same time, for the healthy growth of the baby, the nurses specially bought an important insurance for her - Tenpay.Tenpay is a secure online payment intermediary service.Every netizen who trades online, if they adopt this safe transaction method, even if there is a problem in the middle process, Tenpay will make full compensation for the loss (see policy http://help.paipai.com/ for details) ?helpId=60303), and give a reward of 100Q coins! Now, let us share the mood of happiness and fashion, to witness together, no, to create this history together! Thank you everyone! All elves on Tencent Paipai.com September 12, 2005 During the trial operation of "Paipai.com", it has achieved good operational performance. With more than 400 million registered users and 1.5 billion active users, this scale is destined to keep Tencent strong once it enters e-commerce.According to the survey, 94% of Internet users hope to "chat with sellers" when conducting online transactions, and "chat with sellers" is precisely QQ's housekeeping skill. Moreover, a small number of business backbones of eBay, EachNet and Taobao are flowing to Tencent.However, the main force of "Paipai.com" is still formed by Tencent itself.According to media reports, the trial operation of Paipai.com is due to Tencent's rigorous product attitude formed after the charging incident in 2002. After a period of preparation, on March 13, 2006, Tencent officially operated the C2C trading website Paipai.com.Thanks to the 1.7 billion active users of the QQ client, Paipai had 9 million registered users when it was officially released, and its website traffic ranking also entered the top 500 in the world. However, learning from Taobao’s free strategy to seize more than half of the market share from eBay and become the largest C2C e-commerce platform in China, it “forced” the original boss eBay back to the free road. Ma Huateng’s pat Naturally, there is no reason not to believe in the high-growth miracles that free can bring. Zhan Weibiao, the person in charge of Tencent's C2C business, admitted that at present, whether it is product landing, user transaction, or key store locations, it is currently adopting a free strategy. "We are still looking at the user experience. It should be said that there is no timetable for charging." "learn from mistakes".Pony Ma Huateng, who had suffered enough from "charging fees", also adopted a free "open" strategy on Paipai.com, and did not formulate a clear charging schedule. According to Tencent's strength, Ma Huateng "has no pressure on the charging issue." Compared with the mistaken practice of charging all employees without considering the needs of users in the early days of its business, Tencent has matured a lot on the issue of Paipai.com’s charging policy at this time. It should not be up to the enterprise to make the final decision, but to look at the needs of the users and let the users decide.Tencent is not in a hurry to make a profit at present. The company has enough patience and advantages to develop the market and allow more users to enter e-commerce without psychological burden.As for when to charge, the user has the final say.The free C2C gluttonous lunch of users seems to be continuing. In 2005, Alibaba received a capital injection of US$1 billion from Yahoo, and quickly adjusted its plan to start charging in July 2006, announcing that it would continue to be free for three years.At the same time, Dangdang, which entered C2C with a high profile, also introduced the concept of "free for life", which seems to be forcing everyone to continue "burning money".This situation is really embarrassing for Ma Huateng, because he who never likes to "burn money" seems to have reached the point where he has to burn.According to media reports, Tencent's investment in C2C is more than 10 million yuan. Ma Huateng has his own opinion on the current practice of C2C attacking cities and territories by burning money: "Although it is a good thing to have more capital injection, it can expand the market, but capital is not the decisive factor." Ma Huateng's reason Yes, the Internet is now promoting grass-rootsization. The ultimate goal is to let more people experience it, let e-commerce go down from the altar and enter everyone's life.Burning money is just one of the ways, but by no means the only way.In Ma Huateng's view, if a company has money, it should invest more money; if there are many users, the most important thing is to convert these users into e-commerce users.However, in Ma Huateng's view, Tencent has no special preference for "free or charge". He believes that after a business model is established, the value must be greater than the price, because users will only pay if it is worth more than the price.In fact, free charging has its own advantages and disadvantages, and whether charging is not the main factor to attract users, the key lies in whether it can help users make money or provide them with a good shopping experience. For C2C, Ma Huateng has always emphasized the principle of not "burning money", "to do the business that is most closely related to us, like C2C, is to integrate with the community, increase viscosity, and let users form their own relationship chain in buying and selling things. " Ma Huateng even has a dream, that is: "One day, half of the registered users of QQ will come to Paipai to shop."