“The enemy tends to pretend to be a friend.”
Editor’s note: This article is from WeChat public account “ Zhu Siji ” (ID: zhusimaji88), author Fox An.
“ On March 6, 2019, Alibaba Group announced major personnel changes: Jiang Fan is the president of Taobao and Tmall’s two retail platforms, and was selected for the first time in the list of 38 partners in Ali. Four years ago, Zhang Jianfeng (Xing) was the second time in the history of Ali in 19 years since he was in charge of Tsao Mao, Taobao and Ju.
On June 18, 2019, the founder Su Hua and Cheng Yixiao jointly published an internal letter, proposing to complete the goal of 300 million DAU before the Spring Festival of 2020 – the K3 campaign started.
On June 25, 2019, according to “LatePost”, it was reported that: Vibrato and Taobao signed an annual framework agreement of 7 billion yuan, of which 6 billion yuan was advertising and 1 billion was e-commerce commission.
On July 1, 2019, the fast-light e-commerce company announced that it will add 50% of the actual promotion commission for several third-party e-commerce platforms including Ali Mom’s Taobao Alliance on July 20th. The commission for the second increase is not the platform share, but will be used to set the user growth bonus. “
One transaction, two cooperations, three forces, four geniuses.
China’s largest mobile live broadcast platform VS China’s largest short video platform, the fast-handed and vibrating warfare as hot as oil, but because of a deal involving the interests of the three parties, instantly fried the pot.
According to “Zhu Si Ji Ji”, it was learned that the fast-handed has reached a strategic-level cooperation agreement with the company in the near future. The cooperation involves two major sectors: advertising and live e-commerce. Or it will be directly introduced to a new round of strategic shareholdings from Pinto and Tencent. In addition to the needs of the business level, this move is clearly aimed at the cooperation of the previous vibrating & Taobao.
80 years of Huang Wei, 82 years of Suhua, 83 years of Zhang Yiming, 85 years of Jiang Fan, four technology-born 80 geniuses have all appeared, and have been involved in this unprecedented tragic killing.
It’s worth noting that it’s in the Taobao &On the 7th day after being disclosed, the fast-hand platform suddenly announced a 50% increase in the percentage of rake. What followed was that on July 30, 2019, the anonymous source was exposed to the acquisition of Tencent by the fast-handed. On the same day, the same source of the anonymous source revealed that the byte jump had completed the revenue of 49 billion yuan in the first half of 2019. KPI, and the above content points to short video & live broadcasts. The origins of a series of events, news, news, and even a lot of cooperation with the fast-handed strategy are all pointing to the 7 billion yuan transaction.
What are the hidden interests and contradictions behind Ali &
Why did the quick start of the K3 campaign without warning?
Short video and live broadcast, which are weak and reluctant in the traffic realm of advertising and e-commerce?
A new combination of Suhua and Huang Wei, can you shoulder the heavy responsibility of Tencent’s slamming and bytebeats?
The air is shaking, as if the sky is burning.
-Yes, the storm is coming.
01Jiang Fan’s chaos
In the first week of April 2019, Suhua, who had just returned to Beijing, suddenly called all the top management of the company to discuss the commercialization of the platform. The final result of this discussion was the K3 campaign, which was released in an internal letter two months later, and the fast-paced commercialization team. However, according to a high-level executive, the “Zhu Siji” pointed out that only half a year ago, the commercialization of “short video is a grass, live broadcast is harvesting”, its cognition is still under discussion.
The awakening of Suhua is of great relevance to his trip to Hangzhou in the last week of March.
At 4 pm on March 27, 2019, at the opening ceremony of the fifth phase of Lakeside University on Hangzhou’s Santaishan Road, the five participants attended the event, and a group of Ali executives including Ma Yun himself, at the West Lake. After an unforgettable weekend, Suhua, who is the third student of Lakeside University, is among them.
Photograph of the opening ceremony of the fifth phase of the University of Lakeside – the first column in the middleThe fourth place from the front to the back is Suhua
Ali is to the left, Tencent is to the right, which side does the fast hand belong to?
It is undeniable that the fast-handed decision to get Tencent’s $350 million strategic investment on March 23, 2017 and was included in the Tencent team’s camp is well-founded, including the WeChat’s short-lived video since the first half of 2019. The kind of support can also prove the harmonious and close relationship between the two sides. However, Suhua himself enrolled in the third phase of Lakeside University as early as 2017. The friendship between teachers and students with Ma Yun and Zeng Ming was a The reality that has been ignored for a long time.
On the other hand, according to the “Zhu Siji” survey, it was learned that today’s strategic advisory group of the fast-hand company, a group of core members including the company’s commercial R&D team’s top leader, are from Alibaba. Even the members of the commercialization team below the middle level of the company have long-term friendly and cooperative exchanges with Ali students in the department of Taobao, and the daily specials.
Because of the pure business point of view: The fast hand has been hiding under the eyes of Tencent through traffic, users, live e-commerce, in order to find a suitable entrance into the sinking market, and then resist the Taobao network transmission Hard-won ammunition. The last time this happened, it was necessary to trace back to the distant PC Internet era. At that time, Alibaba had a few days of fighting with Baidu, who had a feud and a good day, but Baidu’s search and advertising team remained as usual. The valuable traffic for the big Taobao.
Benevolence and righteousness are not in business. For a long time, the fast hand became a sinking enclave that both Ali and Tencent are trying to fight for.
Alibaba’s top management, the most important stake in fast-handed interests, is the representative of today’s younger executives—Jiang Fan, who is also a former colleague of Google’s China during the period. . At this time, he has replaced Jingjie, becoming the second president in Ali history to be able to control both Tmall and Taobao. According to a CEO who attended the fifth opening ceremony of Lakeside University, he revealed to Zhu Siji. At the ceremony of the Lakeside University, both of them were invited to the event, and the cooperation negotiation between the fast hand and Taobao in 2019 was started on the occasion of the lakeside school.
Shuhua and Jiang Fan knew each other before. They have seen each other several times in the past. The relationship between the two companies has been good, but the situation is very different: the previous time Jiang Fan was the president of Taobao was based on Business and business cooperation, for which the relationship between the two parties is equal. However, this time I was not happy, because at this moment, Jiang Fan’s identity already represents the entire Alibaba Group, and Suhua’s side must safeguard the interests of the fast-hand company. For this reason, Jiang Fan moved out of Ali during the negotiation process.The shelf of negotiations has disappointed Susie:
When it is clear that it should be an equal and mutually beneficial relationship, how has it become alms?
Suhua’s temper is not violent, but it is also mild on weekdays, but there is a very tough person in the bones. The two steps to the present day can only be regarded as disagreements between the top management of the company and differences in values.
Two friends close to the two parties disclosed to Zhu Siji that the negotiations between Jiang Fan and Suhua were not happy, but they did not completely talk about the collapse and still have some room because There is a common interest between the two parties as a cooperation opportunity.
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In Taobao, whether it is to launch a new strategy for consumer grading in 2018, or to focus on the operation of Taobao and socialization in 2019. Behind the measures of the resurrection and cost-effective channel, it is inseparable from the determination to fight for the sinking market from the fight, and the fast-paced users and traffic are in full compliance with the appetite of Jiang Fan and Taobao, and according to Taobao’s live broadcast According to the introduction, the internal conversion rate of fast-handed live broadcasts is far superior to that of short-sounding video. Therefore, from the perspective of partners, the fast-handed is no doubt the first choice.
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In terms of fast hands, Suhua realized at this time that Jiang Fan proposed Taobao live broadcast in 2018 to achieve the goal of 500 billion GMV in three years. Actually, It is correct and strategic to quickly realize the flow of cash through live e-commerce sales. In terms of advertising, even though there is a lot of competition at this time, JD.com also puts advertisements on the fast hand and is listed in KA. However, from a global perspective: the advertising through the Alibaba platform is largely to accelerate a platform. The commercialization process, more importantly, Ali mothers can bring a large number of brand resources, and even form customer migration, such as: Weibo – Xiaohongshu.
But what happened next, but pushed the relationship between Ali and the fast-handed to the unstoppable. Ali then followed Jiang Fan’s instructions, regardless of the tension between the fast hand and the vibrato, and actively cooperated with the vibrato. The big background of the subsequent 7 billion yuan transaction was based on the previous failure to win the game. The sound becomes its only option and Ali must take it on the premise. This allowed the negotiations to take full advantage of the vibrato from the beginning.
The specific time of the negotiation was more than a month before the official disclosure, when the situation was fast and vibrating The relationship between the two is very tense, the basics