Microblogging declaration of war micro-business

Recently, Weibo announced the strategy of microelectronics vendors and announced that it will jointly establish a mobile social e-commerce system based on interest and a key third-party partner represented by Ali and MicroSell.

This move can be said to be when the micro-commercial fully into the crisis of confidence, microblogging began formal declaration of war to the friends circle e-commerce. This late battle may play a role in purifying the micro-business market, and it may also push mobile social e-commerce into a new stage of development.

Microblogging left to the right

In the past two years, the development of WeChat has led to a hot circle of friends and micro-business. However, it is undeniable fact that microblogging companies are mostly people's trust in the overdraft WeChat platform, and have no benefit to the WeChat user experience. In particular, the proliferation of fake micro-distributors in the circle of friends has caused people's eyebrows on the Internet in the first half of this year. At the same time, the micro-business profit model has also been plunged into the whirlpool of profit-making by relying on unlimited development. It not only violates the initial intentions of the acquaintances recommended by the circle of friends, but also has the suspicion of disguised pyramid schemes. For this, not too long ago, CCTV had exposed the micro-businesses.

Recalling the following news: CCTV recently reported the first case of WeChat MLM in the country. Chen, who calls himself “Asian hypnosis master”, is sponsored by “Millions of Millions” in Nanjing, Shanghai and other places to sell the courses. , To develop new members, to collect more than 460 million yuan. The case was pronounced in the first instance and Chen was sentenced to eight years imprisonment, a fine of 100,000 yuan, and compensation for the loss of the victim.

Excluding legal responsibilities, even from the perspective of information harassment, the proliferation of friends and micro-businesses has seriously affected people's experience in using the circle of friends. Although WeChat offers not to see the setup function of a friend's circle, on the whole, the proliferation of friends and micro-businesses still makes advertisements and sales information affect the normal information sharing and the normal interaction between people.

In fact, one of the keys to all these questions about WeChat's circle of friends and micro-branches is the lack of the WeChat official's specification of rules and rules of the game. Of course, under the circumstance of chaotic microeconomics in the circle of friends, the WeChat official maintains a wait-and-see attitude with one eye closed.

Compared with this, the micro-electronics strategy released by Weibo can be said to be exactly the way of anti-traditional micro-business, and will be moved through official regulations, game rules, and orderly strategic measures. Social e-commerce has brought sustainable development.

On the one hand, through cooperation with mainstream e-commerce platforms such as Tmall and Taobao, and third-party platforms such as microblogging, it is beneficial to ensure the quality of goods and after-sales services on the microblogging e-commerce platform from the channel, and to consolidate the micro-electricity from the source of supply. The foundation of business. On the other hand, compared with WeChat's practice of infringing on the circle of friends and friends, the launch of this micro-e-commerce strategy is a joint decision of several platforms, which makes Weibo's micro-electronics providers to have friends and micro-business. There are no healthy development norms.

To put it simply, the friendship circle micro-business is formed spontaneously by users, and this micro-blog micro-electronics business is a top-down business promotion.

What's more crucial is that Weibo's micro-electronics business strategy does not mean that Weibo users are free to sell as WeChat users. Instead, they introduce a product recommendation mechanism to replace sellers with recommendations. This is in line with the WeChat circle of friends. The biggest difference in micro-player play.

Weibo's good move

Compared with direct sales, interest-based product recommendations are wisely differentiated. The main reason is that mobile social e-commerce is not a short-sighted approach to using social dividends to sell products for profit, but only to socialize and sell. Separate goods, mobile social e-commerce is likely to usher in a beautiful future development. In other words, if microblogging open users freely sell goods on Weibo, Weibo will surely repeat the mistakes of the WeChat circle of friends, which will not harm the user experience. The entire platform will fall into the trap of impeding the development of mobile social e-commerce.

A major highlight of the Weibo micro-electronics strategy announced this time is that based on the user resources of its more than 20 million professional professionals in various fields, this group of high-quality users is targeted to provide them with emotional, experience, and experience on Weibo. Professional knowledge recommends products for sharing, so as to realize the connection of products and potential consumers.

Specifically, the strategy chosen by Weibo is to allow these talents to directly publish their recommended products through the Weibo Publisher and add information such as recommendation reasons, inventory, and product links, and then to Tmall, Taobao and other platforms. The business is divided into sales. These people recommended products will be displayed in the microblogging window. Users can bookmark products or add shopping carts on Weibo, or they can purchase through the middle page without having to jump to other applications.

In particular, it is worth mentioning that the current microblogging microelectronics merchant recommended product links must come from key third party partners such as Tmall, Taobao, and Weimai. This ensures that the user experience will not be disrupted by poorly priced merchandise channels, and that the benefits of the user in terms of after-sales, return and exchange, etc., are also guaranteed.

From this point of view, Weibo's micro e-commerce strategy emphasizes e-commerce leading and social assistance. That is not like the WeChat friends e-commerce, fully overdraft social dividends. Instead, we use the weak relationship between Weibo users and pay more attention to the power of e-commerce platforms such as Tmall and Taobao. We use these APIs to link products such as e-commerce platform information to recommend people like them. Accredited goods provide resources so that the e-commerce environment on Weibo will not be contaminated by pure sales or even disguised pyramid schemes. This move has hit the key to the development of various issues in the development of micro-business.

Of course, from the perspective of the industry, whether it is the previous model of WeChat + Jingdong, or the practice of Ali + Weibo this time, is the correct posture of mobile social electricity providers. The reason why micro-businesses are spurned by people is that there is no official regulation, management, and rules of the game, and they are too laissez-faire to overdraw the social dividend, regardless of the sustainable development of mobile social e-commerce. In other words, Weibo, which emphasizes e-commerce platform-led and interest-based micro-electronics business strategies, is more likely to highlight the value of social relationships than WeChat Jingdong's model, and it also significantly reduces the free-living friends circle and micro-business model to the mobile social environment. Contamination can be said to be a good move for Weibo in the crisis situation of micro-business.