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Will the "invisible door" between the giants die out?

via:新浪科技     time:2021/12/1 12:10:58     readed:105

Will the "invisible door" between giants die out?

Reporter of our Newspaper & NBSP; Xie Relin

Released on November 29, WeChat "about < WeChat external links to content management regulation > update statement (hereinafter referred to as the" statement "), published in the regulatory department under the guidance of further interconnectivity solutions, peer-to-peer chat scene will be directly accessible in external links, and will be open on a trial basis in group chat scene electricity class external links have direct access to functions.

On November 30, securities Daily reporter shared commodity information of Taobao platform to wechat group chat through iOS and Android system test, and group friends clicked the auto-generated Tao password link to open taobao shopping page. On this basis, the reporter successfully completed a shopping.

This move not only represents that users can freely jump between wechat and e-commerce products, but also is an important measure of the Internet giant to break down the "invisible door".

"Wechat is like a piece of 'Tang Seng meat', the major platforms' coveted for a long time ', would like to 'bite'." An Internet industry analyst told Securities Daily that wechat's strong private traffic, high conversion rate and healthy ecology are the depression for many Internet platforms to seek the second growth of users. After opening external links, e-commerce platforms, including but not limited to Taobao and Pinduoduo, will benefit the most.

  Tencent breaks down 'physical defense'

According to the above statement, the stage adjustment of this round of wechat's interconnection plan is mainly in three aspects: first, external links will be directly accessible in point-to-point chat scenarios; Second, under the guidance of regulatory authorities, in order to implement the bottom line principle of safety and give consideration to user experience, we will try to open the direct access function of external links of e-commerce in group chat scenarios. Third, we plan to develop an independent selection mode in the future to provide users with external chain management functions.

Tencent says WeChat will continue to be under the regulatory guidelines, to safety as the bottom line, accelerate interconnectivity solutions together with the major Internet platforms, actively cooperate with other Internet platform to carry out the interconnectivity, discuss on other platforms smoothly use WeChat service technical possibilities, to provide users with better experience.

Cui Lili, executive director of the Institute of E-commerce at Shanghai University of Finance and Economics, said in an interview with Securities Daily that more external links can be accessed based on wechat ecology, especially the links to open e-commerce platforms in the context of group chatting, which will more closely combine social networking and e-commerce. This will help more businesses to carry out e-commerce business based on wechat ecology and form a closed loop of private domain operation based on community. For wechat, the commercial activities on the platform will be more abundant and active, making wechat platform more advantageous in information distribution, especially in advertising stream push.

"In addition, merchants will further strengthen the operation of private domain traffic and membership management, and e-commerce, which previously focused on social platform operation, such as wechat business, will also see more opportunities." Cui Lili said.

  The market could be reshaped

Over the past decade, the Domestic Internet market has undergone several changes, with new giants and new tracks constantly emerging. At the same time, factions and alliances are common.

Since the second half of this year, the Internet industry has implemented "connectivity". On July 26, the Ministry of Industry and Information Technology (MIIT) launched a special crackdown on the Internet industry, focusing on disrupting market order by blocking links to websites and interfering with the operation of other enterprises' products or services. On September 9, the relevant departments of the Ministry of Industry and Information Technology held an "administrative guidance meeting on the issue of blocking url links". On the evening of September 16, QQ took the lead in breaking through the "barrier" with other platforms. The next day, wechat also opened up access to external links in one-to-one chat scenarios.

Until now, wechat group chatting scenes have been decentralized and the "physical defense" of Tencent's social products has almost been destroyed. So is the "invisible door" between the titans dead?

A month ago, group executive vice President of shen shaking, baidu said in an interview, every platform in the "isolated island", shielding each other links to other platforms, all want to "exclusive" binding, the content and services regime in their own walled garden, lead to the efficiency of Internet users access to information and services is greatly reduced and the waste of social resources, such as small and medium-sized enterprise innovation enthusiasm to reduce adverse consequences.

On November 30, securities Daily reporters tested and found that Tiktok's short videos could only be shared through links on wechat. The contents of wechat official account and Toutiao cannot be found in Baidu search, and the shopping information of Taobao cannot be found. Wechat payment is not available on Taobao, Tmall and Hema.

By June 2021, China had 1.011 billion Internet users and 71.6 percent Internet penetration rate. More than one billion users have access to the Internet, making it the largest and most dynamic digital society in the world. This also means that the total number of users of giant apps is approaching the ceiling.

Internet giants are competing more and more fiercely in terms of user flow and duration, and the wall of "city defenders" is getting higher and higher, "locking up" flow pool, and oligarchization of bilateral market operators has seriously damaged market innovation. The above analysts believe that in the process of opening the chain, the pattern between the giants or will be reshaped, advertising and marketing flooding, privacy security and other issues will also be highlighted, the defense of black production will be the next stage of the mainstream platform important work.

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