The title map is from Visual China
“WeChat is going to hit the outer chain, and the social e-commerce media will be devastated.” This is the sentence that appears from time to time in the news.
As the main front in the social field, WeChat is the place where many social e-commerce companies start and maintain their survival. It is close to the double eleven. WeChat has increased its efforts to block the outer chain and caused the media circle and the public relations circle. So is the winter of social e-commerce really coming?
Why is this node
Obviously, there is no visible impact on most of the more compliant social e-commerce products.
Since 2016, WeChat has started to crack down on various illegal links. On October 18th, WeChat issued a new regulation on the management of external links, upgraded the “WeChat External Link Content Management Specification”, and clarified the new types of violations, which is called “the strictest in history.”
WeChat’s announcement stated that the upgraded “WeChat External Link Content Management Specification” was officially implemented on October 28, 2019. If there is a violation of the external link content, the evidence will be viewed after the user’s complaint is verified. The severity of the violation, including but not limited to the following: stop the content of the link to continue to spread on WeChat, stop access to the relevant domain name or IP address, short-term ban of the relevant open platform account or application sharing interface; for the bad situation , permanently ban account, domain name, IP address or sharing interface.
The external link referred to by WeChat refers to external links that are not generated by the WeChat public platform (the domain name address does not belong to WeChat) and spread within WeChat, including web pages and H5 links.
Although WeChat’s announcement does not have such a “blocking list” that is circulated outside, the “partially illegal link information disclosure” shown in the icon shows that there are some news from Tencent, and there are many External chain information of products such as Jingdong. Therefore, some users have ridiculed that Tencent has picked up their own people to fight; the fight is much more complete, and the social e-commerce is over.
We are tired of dealing with all kinds of spells and bargains sent by relatives and friends. Wechat users who have already suffered from misery are applauding. Of course, blocking the external chain will obviously affect WeChat’s private traffic to a certain extent. The environment of the pool is being cleaned up, but the current impact on social e-commerce seems to be limited.
After the actual measurement, yesterday, a lot of bargaining links really can notShare on WeChat, but you can still spread it to WeChat friends by copying the “Password”. Normally, the single link is shared between WeChat and everything is normal. The gathering also expressed to the tiger that the sharing is normal.
Plot a lot of bargaining links into a “password” form
Cloud Link Sharing
As for why the external chain strike will be strengthened at the time before the double eleven, Tencent said to Tiger Sniff that this is a normal upgrade of WeChat rules and regulations: “WeChat External Link Content Management Specification” On the one hand, it is hoped that the rules of the external chain will be refined to better help the WeChat eco operators understand and familiarize with the rules. On the other hand, we hope that the WeChat ecosystem will provide a better experience for users.
The winter of social e-commerce is still early
WeChat tightens the outer chain to send wrist power, does it affect social e-commerce, yes, but not so serious.
According to the definition of the “Communication E-Commerce Code” approved by the Ministry of Commerce, the social e-commerce is based on the interpersonal relationship network, using Internet social tools to engage in commodity trading or service-providing business activities, covering information display and payment settlement. And the whole process of e-commerce such as express logistics, is a new type of e-commerceOne of the important manifestations. At present, for most social e-commerce, WeChat is obviously the best “social tool”, and the acquaintance circle is also the best growing soil for social e-commerce.
But if you want to see the social e-commerce winter come, you need to answer a few questions first. First of all, is it necessary for Tencent and WeChat to vigorously kill social e-commerce?
For this time, the efforts to sort out the external links have led to an impact on social e-commerce. Tencent responded to the tiger sniff: We have always chatted with WeChat friends and WeChat conversations. Wechat users and friends exchange and share life. A bit of a place, but the emergence of some illegal links, causing trouble to the user experience. We upgraded the WeChat External Link Content Management Specification to maintain the WeChat user experience. We also noticed positive feedback from users after the release of the information on the external chain specification. No matter which industry operator, we hope that everyone can provide services within the scope of compliance.
As we all know, Tencent is trying to realize the very big ecology of WeChat. Retail, e-commerce and other related words are not the pain of Tencent, but the “itch” of WeChat ecological realization. At the office. E-commerce is already a very important track for Tencent.
WeChat once said in an open class this year: “WeChat has more than 1.1 billion monthly users, and each of them is a treasure that every enterprise and business wants to explore. Our various platforms, regardless of Public accounts, small programs, payments, etc. will bring you a lot of contacts, so that you can reach your potential customers and potential consumers and the people you serve in the 1.1 billion.”
The social potential of users who have lived for more than 1.1 billion months is a prerequisite for Tencent to realize its realization. Social e-commerce has already started, and WeChat will not target the e-commerce ecology that depends on itself in the development period.
Block the outer chain, clean up the WeChat traffic pool, or say Tencent is working on new traffic. We must know that WeChat now has a final loop of e-commerce ecology such as small programs. Small programs will gradually become the infrastructure for e-commerce transactions and fission transactions in WeChat ecosystem. As the small programs become more mature and extensive, it is time to clean up those unhealthy and uncontrollable unhealthy links.
WeChat once said in an open class that in 2019 the small program will motivate videos, insert ads and individuals in small programs.The small program realizes these three aspects and commercializes it. “Our platforms, whether it’s the public number, small programs, payment, etc., will bring you a lot of contacts, so that you can reach your potential customers and potential consumers and the people you serve in this 1.1 billion.”
Zhang Xiaolong also said, “Small programs are not specifically prepared for a certain field (such as e-commerce, etc.), but many creative e-commerce applications, we especially encourage.”
Next, if there is an impact, which kind of social e-commerce will bear the brunt?
WeChat is the most important and basic part of the social ecology. Many social e-commerce products rely on parasitic survival in the WeChat ecosystem. However, social e-commerce is a grand proposition, micro-envelopes kill the outer chain, not all types of social e-commerce will be greatly affected. The first and foremost, it is obviously a micro-business with partial distribution and pull-up mechanism, and a harassing external chain for the purpose of inducing sharing in the form of games.
After the upgraded “WeChat External Link Content Management Specification”, it is written to induce users to share and disseminate external content through interest temptation, including but not limited to: monetary reward, physical prize, virtual prize (including but not Limited to red envelopes, coupons, vouchers, points, phone bills, traffic, information); claim to share can increase the chance of winning, the probability of winning, the possibility of success; through check-in punch, invite friends to help (including but not limited to power, bargain, speed) Set up collection tasks (including but not limited to collections, collection cards, collections, and collections) to induce users to share and disseminate external content.
From the perspective of commercial realization, such external links are not of great benefit to WeChat. They are nothing more than obtaining traffic and revenue through the acquaintance circle provided by WeChat, using WeChat’s traffic pool, but the management and actual content are not controlled. For this kind of “social e-commerce” external chain that induces WeChat users, Tencent will naturally be polite.
A kind of social e-commerce, community group, as a hermit crab of WeChat ecology, it should have a certain impact in the short term, but it is still not quantifiable, because not all community groups are operating in the same way. For example, for a head office like the Dome, the small program is bringing another opportunity.
The social e-commerce that relies entirely on the WeChat ecosystem, is small in size, and is still sharing the above-mentioned inductive external links will suffer a lot. But in general, the winter of social e-commerce should not be brought by WeChat.
In the end, how much influence will the “Mengduo” who are being smashed out?
This kind of scene seems to have met. Initially, when the “Specifications” came out, Taobao’s shared links could no longer be shared normally. Today, the sharing form of Taobao links has been changed to copying “Amoy Passwords” for a long time.
Of course, The user experience of copying passwords is naturally not comparable to the direct WeChat link, but compared to the “bargaining” demand and sufficient daily time of this part of the user group, how many “copy” steps can be generated? The specific impact needs to be considered.
In addition, most of the credit for the rise of the game comes from the game-like experience. At present, WeChat has not been able to completely “ban” its share of the chain. For example, the sharing link of a lot of orchards is normal, and the outer chain of “Golden Pigs Make Big Money” is the same as the bargaining price, and can still be spread by “copying passwords”.
At the same time, in general, the fight is already entering the next stage of branding.
The financial report shows that the average number of monthly users of the APP in the second quarter has reached 366 million, an increase of 88% compared with the same period last year (195 million), relying on the APP that can already be independent, short time The influence of WeChat’s “blocking” cannot be quantified. Jingdong, which has been banned from the chain, has also updated its first-level entrance to WeChat. Jingxi, who has a lot of similar games, is still active in WeChat.
“PuzzleA lot of people will survive for a while, and social e-commerce will not die for the time being. The increasingly close double eleven will also become a test for social e-commerce to deal with this foreign chain blockade.
Of course, the reason why WeChat’s move has caused people to question the future of social e-commerce is not because – who makes social is the promised place of social e-commerce, but also their original sin.