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The author:(作者)qqpublished in(发表于) 2013/11/23 23:51:52 Full moon， MA counterattack powder micro-letter
Full moon, powder counterattack micro-Ma, MA, micro--IT information Full moon, MA powder counterattack micro
On November 21, located in Hangzhou xixi Taobao gate, stands a large group of young people, full smile on her face, flower-like happiness. They were not to see Mr MA, is to see the idol. The same day, Ali Group held a press conference, celebrating products mobile IM "interactions" full moon, including Guo jingming, Wang Feng, Zhou bichang, white outline, Du Haitao and other popular stars attended the event, MA personally for the platform. Large conference room, more than 500 people, most were occupied by fans.
For a product to get so big, the Ali group holds the all-time. The reason is simple, newborn commitment to and from this month to found in the mobile Internet as well; and Tencent takes on challenges as well, Tencent group in the field of mobile Internet is Ali's biggest competitor.
Mr MA's plan, industry does not look good. NetEase founder Ding Lei in evaluating several mobile IM products, said the negative score, 0, minor 5.
On November 21, MA Ding every empty propaganda: some people give us comments on the negative and give their comments on the 0 per cent; Ali groups do a lot of things people have in the past found it impossible, in 1999 when Alibaba, Taobao in 2003 do when but Ali Baba turns impossible into reality.
Boost MA: someone said to take the dead, we are insisting to take the live one more day; now for the full moon, is yet to come for a birthday party, go on year after year.
Ma powder
Launch a month, subscribers exceeded 10 million. Daily active users 500%, features "clusters" of more than 100,000, including a number of large group of 1500 people, with slightly different from the "lumpy" open-ended.
NetEase launched letter, within a very short period of time the number of users exceeded 10 million. Within a short time the number, indicating that the mobile IM market competition has not ended, Micro's customer loyalty does not secure, users may at any time transfer experiment with new interesting products.
Product experience is critical, easy to launch because there was no more interesting features, slower.
In terms of product experience, Ali, group policy is through mobile-food and other products to create more scenarios in different scenarios to launch more Internet applications and services.
On November 21, Ali, the Media Group CEO Mr LU said phone resorted to a public platform "micro-pick" public account number is more than 1 million, mobile phone users Taobao exceeded 400 million, double 11 day today, we reached 127 million active users, turnover of 5.3 billion yuan from mobile of the day.
Ali group hopes that the micro-Amoy, mobile products such as Taobao and trains help growth.
For dedicated one full moon Daqing, platform aimed at marketing many popular stars. These stars have a lot of fans in popularity, they opened to the public on the platform published accounts of everyday life, work, and other information, or through "dig in" interacting with his fans, will draw fans.
This form and then invited her Sina Blog, a star in blog, micro-blogging social celebrities on Facebook a little further, these stars and celebrities made Facebook, the blog was originally built.
Venue atmosphere close to Madness: stars on stage, each can attract fans screaming and thunderous applause. Ma calculation is that fans became fans of the stars.
In a sense, this was a time of powdered douche-led, at least from a commercial, douche powder is the majority of society, is also the main consumer, smart Ma knows this.
Ding for his easy to be alone, because too much like micro-what you hear, serious homogeneity. In micro-volume today, new products to compete with micro-letter, must be carried out on product differentiation.
Taobao highlights special features: chat groups like 500 people (micro-letter limit for group chat is 40), burn after reading, stick push, photo-sharing and other functions are done with micro-believe it or not.
Mr Lu also spoke with micro-another difference: the difference between micro-human relations. Micro-believed to be large amounts of precipitation of other people's relationships, do not create new relationships; the company has created a new relationship, B2B, Taobao to create new business relationships, and reasons for interest in many circles, met. He said that "without following minimally credible".
Two roads
Even if it does not follow on product features micro-letter aliqiang push is still associated with micro-stimulation.
In explaining the reason for so much time, said MA: Tencent, it was said to be a threat to us (in the field of mobile Internet) to survive, this is not the case, our threat to Tencent, and challenged the authority of the old times. Ma said a competitive market is a good market, rather than monopoly.
This is Ma's second to come out of the closet. On October 21 this year, MA post, requires all employees to develop relations with "ALL IN" (best) pose challenges micro, expected of all company employees should be promoted. Ma said at the end of November, Ali, employees must have 100 users outside the company, or give a red envelope.
Ma said: "If there's achievements in wireless, we shouldn't consider listing! ”
On September 10, Ali, adjust the structure of the group for the formation of "want" and "interactions" consists of a Communications Department, chaired personally by the Taobao, referred to the importance of location.
Are minimally to blame. In the era of mobile Internet, micro-called Super App, imagine space is very large. Caifutong Lai Zhiming, General Manager had previously said that "O2O micropayment" will rely on the micro and micro live slowly into new mobile payment model caifutong user payment of daily life scenes.
Starting this September, Beijing Subway, known as the "treasure" on the self-service vending machines, the user by means of a micro-payment, simply scan the QR code of goods, price of 1 Yuan can buy any drinks.
Micro letter "the bar code is shopping" purpose is simple: one is paid through the fragmentation of time shopping with this model, mass micro users provide an excellent shopping and pay environment; second in number of mobile users is the use of micro-advantage, create offline payment in order to coerce line under line, PK Alipay.
Earlier, when micro-cooperation with Shenzhen Rainbow, Rainbow online store quick shop on online sales, while users can hold letter slightly to store offers services.
"" Layout, but Ali group counterattack slightly one way, another killing is Alipay.
October 16, PayPal release version 7.6 wallet, launched four features, shooting a bank card payment, transfer, loan repayments; the second is the introduction of the public service; third, social payments, transfer and voice, facial expression, and the offline payment.
Former Sonic payment technologies have been vending machine in Shanghai Metro and Beijing cinema ticket vending machines to begin testing, followed by vending machine equipped with this technology would soon be in the MTR, Changchun, Nanjing Metro subways debut.
Said Fan Zhiming, for online merchants, Alipay is a diversion in the entrance. Alipay according to the data provided, now PayPal registered users exceeded 800 million, and quick pay users exceeded 200 million, is the largest electricity supplier flow entrance.
Online user numbers coerce offline businesses, it is Alipay O2O path.
"Interactions" is the way to micro-PK micro, Alipay is on "forget micro letters" PK slightly under that logic. Ma's idea is: a pair of offensive, substrate in two battle lines.
来往满月，马云拉粉反攻微信 - 来往,马云,微信 - IT资讯来往满月，马云拉粉反攻微信
11月21日，杭州位于西溪的淘宝城门口，站着一大群年轻人，脸上溢满笑容，花儿般幸福。他们不是为了见马云，是为了见心目中的偶像。当天，阿里集团在召开新闻发布会，庆祝旗下产品移动IM“来往”满月，包括郭敬明、汪峰、周笔畅、白举纲、杜海涛等人气名星出席活动，马云亲自为来往站台。超过500人的大会议室，大部分被粉丝占领了。
为一款产品搞这么大动作，在阿里集团算得上空前。原因很简单，来往这个刚满月的新生儿承担了在移动互联网开疆拓土的重任；另外还承担了挑战腾讯的重任，腾讯是阿里集团在移动互联网领域最大的竞争对手。
马云筹谋来往，业界并不看好。网易创始人丁磊在评价几款移动IM产品时表示，来往负分、易信0分、微信5分。
11月21日，马云对丁磊隔空喊话：某些人给我们评了负分，给自己的产品评了0分；过去阿里集团做很多事情别人都觉得不可能，1999年做阿里巴巴的时候，2003年做淘宝的时候，但最后是阿里巴巴把不可能变成了现实。
马云为来往打气：有人说来往死定了，我们就是坚持要让来往多活一天；现在为来往过满月，未来还会为来往过生日，一年年地过下去。
马云拉粉
来往推出一个月，用户数突破1000万。日活跃用户数增长500%，来往特色功能“扎堆”的数量超过10万，其中包括一些1500人的大群，与微信不同，来往“扎堆”不限人数。
网易推出易信时，也在很短的时间内用户数就突破了1000万。短时间内人数暴涨，这说明了移动IM市场的竞争并没有结束，微信的用户忠诚度并不稳固，用户随时都有可能转移尝试新的有趣产品。
产品体验很关键，易信由于没推出更为有趣的功能，增速放缓。
在产品体验方面，阿里集团的策略是与旗下移动端其他产品打通，创造更多的应用场景，在不同的应用场景推出更多的互联网应用与服务。
11月21日，阿里集团CEO陆兆禧对媒体透露，手机淘宝网公众平台“微淘”公众账号数已经超过100万，手机淘宝用户数突破4亿，双11当天，日活跃用户达到1.27亿，当天来自移动端的成交额突破53亿元。
阿里集团希望，微淘、手机淘宝等产品可以与来往打通，帮助来往成长。
为来往专门搞一场满月大庆，请众多人气明星站台目的在于营销。这些人气明星有很多粉丝，他们在来往平台上开公众账号公布日常生活、工作等信息，或都通过来往“扎堆”与自己的粉丝互动，将吸引粉丝使用来往。
这一形式与当年新浪博客邀请徐静蕾等明星开博客，微博拉社会名人上微博同出一辙，这些明星与名人成就了微博、博客最初的基业。
会场气氛接近癫狂：台上明星一举手，一投足，总能引来粉丝高声尖叫或如雷掌声。马云的盘算是，将这些明星的粉丝变成来往的粉丝。
某种意义上讲，这是个脑残粉主导的时代，至少从商业来讲，脑残粉是社会的大多数，也是消费的主力，精明的马云深谙这一点。
丁磊给自己的易信打零分，原因是易信太像微信，严重同质化。以微信今天的体量，新的产品要与微信竞争，必须进行产品上的差异化。
陆兆禧重点介绍了来往的一些特殊功能：比如500人聊天群(微信群聊的上限是40人)、阅后即焚、扎推、图片分享等功能，都做得与微信不一样。
陆兆禧还讲了来往与微信的另一个区别：来往跟微信的差异在于人的关系。微信是大量沉淀别人的关系，不创建新的关系；阿里巴巴一直创建新的关系，B2B、淘宝在创建新的商业关系，很多因为圈子、兴趣的原因认识了。他表示“来往不会追随微信”。
两条道路
即使产品功能上不追随微信，但阿里强推来往仍然与微信的刺激有关。
在解释如此看重来往的理由时，马云表示：有人说是腾讯威胁到了我们(在移动互联网领域)的生存，不是这样的，是我们威胁了腾讯，挑战了旧时期的权威。马云说：一个竞争的市场才是一个好的市场，而不是垄断。
这是马云第二次为来往出柜。今年10月21日，马云内部发帖，要求全公司员工全力拓展来往，以“ALL IN”(全力以赴)姿态挑战微信，要求全体阿里巴巴员工应该成为来往的产品推广员。马云放话：在11月底前，阿里员工的来往上必须要有100个公司外的用户，否则视同放弃红包。
马云说：“如果在无线上没有建树，我们就不该考虑上市！”
此前的9月10日，阿里集团调整架构，成立由“旺信”和“来往”组成的网络通讯事业部，由陆兆禧亲自挂帅，将来往地位提到了十分重要的位置。
都是微信惹的祸。在移动互联网时代，微信被称为超级App，想象空间很大。财付通总经理赖智明此前曾表示，“O2O微支付”将依托微信和微生活，把财付通新型的移动支付模式慢慢融入到用户日常生活的支付场景。
今年9月开始，北京地铁站里，在名为“友宝”的自助售卖机上，用户通过微信支付的方式，只需扫描商品二维码，就能以1元的价格买到任意一款饮料。
微信“扫码即购物”的目的很简单：一是通过碎片化时间支付与购物这一模式，为海量微信用户提供一个绝佳的购物与支付环境；二是利用微信在移动端的用户数量优势，打造线下支付生态，以线下裹胁线上，PK支付宝。
更早的时候，微信与深圳天虹合作，天虹线下门店可在微信上开店进行线上销售，同时用户可持微信至门店享受各种优惠服务。
“来往”布局，只是阿里集团反攻微信的方式之一，另一杀器是支付宝。
10月16日，支付宝推出7.6版钱包，推出四方面的功能，一是拍摄银行卡完成支付、转账、还款；二是推出公众服务号；三是社交支付，转账时加上语音、表情等；四是离线支付。
前声波支付技术已经在上海地铁内的自动售货机与北京部分电影院的自动售票机开始测试，随后配备这一技术的自动售货机也会很快于京港地铁、南京地铁、长春地铁等亮相。
樊治铭说，对于线下商家来说，支付宝是一个很好的导流入口。支付宝提供的数据显示，目前支付宝注册用户突破8亿，快捷支付用户突破2亿，是最大的电商流量入口。
以线上用户数量优势裹胁线下商家，这是支付宝的O2O路径。
“来往”是以微信的方式PK微信，支付宝则是在“忘记微信”这一逻辑下PK微信。马云的想法是：双拳出击，置微信于两线作战的境地。
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