Social forced
Indeed, the days of Taobao customers in WeChat are getting worse. As early as July 2017, WeChat had launched a large-scale ban on the Taobao customer business group and the Taobao customer account. Some of the tens of thousands of micro-signals accumulated by the major Amoy customers were blocked at one time. The statistics of the coupons inside the Amoy platform show that the amount of the coupons in the month suffered a cliff-like decline due to the blockade.
In May of this year, WeChat once again increased the ban on Taobao customers, and on May 20th, it upgraded the relevant rules in the "WeChat External Link Content Management Specification". The first rule of the rule is to regulate the dissemination of special identification codes and passwords. No need to point out, people who know the eye know that this rule is directed at Taobao.
However, Taobao guests have already played too many such "cats and mice" games, the policy has not come out, the countermeasures are ready. You can’t directly post information with a special identification code in a circle of friends, and Taobao will copy the password in the circle of comments in the circle of friends. At the same time, Taobao also added a picture + QR code sharing form at the sharing function. Although the attack in May does not seem to have a substantial impact on Taobao, but the nails touched more, the mentality will inevitably change.
Turning its attention to the other side, WeChat has stepped up its blocking of Taobao, and is also opening traffic gates to many social e-commerce platforms. Although not directly into the social e-commerce, Tencent has never ignored this market. Take the example of the Nasdaq ringing the bell, and Tencent is its second largest shareholder, holding 18.5%. This month, Tencent invested in a social e-commerce platform. A practitioner close to Tencent broke the news that Tencent will continue to move in social e-commerce.
The social e-commerce platform that relies on the rapid growth of WeChat ecosystem has mushroomed and enjoyed the dividend of fissile traffic. The social e-commerce pioneers have been listed for more than three years, and the GMV has exceeded 100 billion. This has injected a strong shot into the industry. In addition, the gathering of micro-stores in GMV in 2017 also exceeded 10 billion, and its founder and CEO Xiao Shangluo said at the company’s annual meeting that the 2018 GMV will hit the 30 billion mark.
Data show that from June 2017 to June 2018, mobile phone Taobao’s monthly active user growth rate was only 14.2%, while the growth rate of the game reached 282.9%, although the user base of the two is still not the same. But such growth has to make Ali feel jealous.
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