Chapter 61 two horses vying for a trough, a snipe and a clam

"Competition is a game. Ma Huateng's strategy is used very well. This is the taste of competition. Competition keeps you on high alert forever." Jack Ma rarely praised his competitors in an interview.It is conceivable how much competitive pressure this e-commerce website derived from Penguin has put on Jack Ma.When facing Internet giants like eBay before, Jack Ma still talked and laughed happily and didn't care about his opponent's movements. Jack Ma’s remarks stemmed from some competition strategies of Tencent’s C2C website Paipai.com when Taobao’s “Zhaocaijinbao” was launched.

On May 10, 2006, Taobao launched the bidding ranking service "Zhaocaijinbao", which attracted a lot of criticism. In just 20 days, it caused countless wars of words on the Internet. "Zhaocaijinbao" is a bidding ranking service launched by Taobao. Sellers voluntarily bid on the keywords of the products they sell. When buyers search for products according to keywords, the products of sellers who use this value-added service will be listed in the search results. Priority display, so that you can increase the volume. The original intention of Ma Yun to launch this service is that there were 28 million items on Taobao at that time, and there may be 50 million items in the near future. If the location of the products is determined according to the time when the products are launched, the transaction probability of the products that will be launched later will be greatly reduced. Taobao hopes to maintain a normal market order through this service, and adjust and optimize the market environment through the "invisible hand".The situation at that time was that after three years of development, Taobao already had 110 million page views per day, nearly 20 million registered users, and occupied nearly 70% of the domestic auction market. The entire industry is responsible and should explore a new business model.

Once Ma Yun's "Zhaocaijinbao" with a sense of helping the world was launched, the reaction in the market proved that this was just Ma Yun's wishful thinking.Some Taobao sellers believe that this kind of service, which integrates Baidu's PPC and eBay's window recommendation, is just used in the wrong place.According to the rules of recruiting wealth and treasure, the products that choose to pay will always be ranked first, and the products that do not pay may be ranked after hundreds of products-the probability of such products being sold is almost equal to zero.It is reported that Jack Ma's "Zhaocaijinbao" has been researched and developed for half a year, and has gathered quite a few technical experts. In view of the current situation and characteristics of China's e-commerce, it has fully considered the development trend of global e-commerce in the next 5 to 10 years, and learned from it. It was created after absorbing the experience and models of many e-commerce companies, and expects it to live up to its name.

Although Taobao also emphasized that its promise of "free for three years" announced in October 2005 is still valid, Taobao will not charge ordinary members basic fees such as store fees, login fees, and transaction fees.However, "recruiting wealth and treasure" still attracted widespread protests.The previous 3721, including the current bidding rankings of search engines such as Baidu and Google, all operated in this way, and never caused a war of words.However, this paid value-added service called "Zhaocaijinbao" dragged Jack Ma into a quagmire of confusion. This value-added service was accused of "charging in disguise". Maybe it was something Ma Yun hadn't expected before.Ma Yun repeatedly said "I didn't expect that".

On the 6th floor of Chuangye Building, No. 99, Huaxing Road, Hangzhou, Zhejiang, in a conference room called "Bright Ding", there is a handwritten letter given to Ma Yun by Jin Yong when he participated in "West Lake On Sword" - Linyuan Xianyu, it is better to retreat netting.At this time, Ma Yun has been reclining on the leather chair, and he has been thinking about a question: How can the "recruiting wealth and treasure" that is full of expectations to bring huge income be resisted by so many people? Ma Yun has the prestige in this field. No, the fledgling Ma Huateng's Paipai.com broke out in an oblique stab, disrupting the charging situation.

Two dogs fight, play off.Behind the value-added service business of "recruiting wealth and making treasures" that has brought Ma Yun a lot of confusion, Ma Huateng has benefited from the fisherman.The industry generally believes that "recruiting wealth and treasure" hurts both sellers and buyers.However, during the course of the whole incident, the only beneficiary is Paipai.com, which was recently launched by Tencent. Not long after Zhaocaijinbao was launched, Paipai.com, which had just been in operation for two months, appeared as a challenger and saboteur.Ma Huateng began to announce in a high-profile manner: the C2C market structure has changed, and Paipai has become the largest free platform in China.

At the same time, Paipai.com quickly formulated a set of targeted plans, the most representative of which is the free gold recommendation and shopping coupon gift activity of "Ants moving, moving out of a bright future". ", Paipai.com's slogan "Heavy rain hits, ants move" is even more imaginative.At the same time, due to the fact that the main feature of the event is free, it has focused on attracting some Taobao sellers to defect and join them - even set up a "Taobao store owner's moving sign-in place" in a prominent position on its homepage, playing the banner of "free to the end", making a "move The promise of "recommendation position, big red envelope when opening" can even directly import Taobao's credit into Paipai.com.

Compared with obtaining recommended positions through bidding rankings, Paipai.com's new "Ants Moving" activity is to vigorously support sellers to open stores through completely free "golden recommended positions".As long as the seller successfully imports his reference credit on the third-party trading website on Paipai.com, and distributes more than 20 models, he will have a good chance of getting a gold recommendation.After the launch of the "Ants Moving" campaign, Paipai.com immediately became popular and gained strong support from a large number of users, especially small and medium-sized sellers. Most of the sellers moved to Paipai.com to set up shop.

At the same time, sellers whose credibility on the three-party transaction website is transferred to Paipai.com can get a 3 yuan shopping coupon as long as they use Tenpay to complete the first transaction.For buyers, Paipai.com also offers a discount of 5 yuan for shopping coupons when the transaction amount exceeds 10 yuan, and users who rank top in shopping can also get a "shopping reward" of up to 600 yuan. Compared with Taobao’s policy of requiring identification and more than 10 products to be registered, Paipai.com’s mobile phone authentication and unlimited number of products are obviously much lower than Taobao’s threshold in terms of threshold, and it is easier to attract More new sellers.Such intimate reassurance can't help but make people very excited. In addition to Taobao's charging incident, Tencent Paipai took the initiative to put on the dazzling label of "the largest free C2C trading platform in China".