At that time, Ali cultivated e-commerce, Baidu controlled search, Tencent loved IM, maintained a delicate balance, and WeChat broke. For the sudden outbreak of WeChat, Tencent was also a bit swayed by considerations of gain and loss, so it tried to flash purchase the membership card of Dai Zhikang Micro Life, although Discuz of Dai Zhikang! Thanks to QQ, being out is inevitable. After the integration, WeChat has been trying to reconstruct the mobile business model with the official WeChat account.

Baidu light application and Alipay service window are both products, but they go the opposite way. Light application was originally the main highlight of the 20 13 Baidu World Congress, but it was light, lacking integration and resources, which led to the inability of cooperative businesses to increase their volume. The launch of the direct number was just the right time. The situation of Alipay wallet is just the opposite. The early stage is probably the demon of WeChat. Even put the top entrance on external public services, which is overqualified and puts the cart before the horse. After iteration, the current service window came into being.

The agreement between the direct number and the service window confirms the commercial potential of Webapp. In the era of desktop Internet, BAT uses traffic portals to let enterprises work for themselves. However, in the mobile era, the native App has given the vertical platform the opportunity to exert its strength, and the experience of Html5 has become more and more mature. If BAT can't lock the user portal with Webapp in time, the future will be very embarrassing.

However, from the point of view of wireless station construction, Tencent Fengling and Baidu Light Application are not the best choice, because although the traffic and customer base of the platform are attractive, the procedures are complicated, the audit is harsh and the technical support is few. Unless you choose an ugly template interface, it will still test the enterprise's Html5 development ability. The difference is that the upgraded direct number encapsulates Baidu's marketing resources and strengthens access to light applications. This step is finally ahead of Tencent Fengling, which can only be achieved by giving up.

In this respect, Ali is quite Internet-oriented. While using the newly launched cloud service to clean up small and micro enterprises that have no IT development capability at all, the access to the service window is open to everyone, and the interface of Alipay is also fully open. The richest man really wants to drive.

Direct dial number and service window length

The competition of "No.2 Window" invariably followed Mr. Murong's unique trick in Gusu: give him back what he did! The future of Tencent depends on WeChat, and the business prospect of WeChat depends on the official account of WeChat. Direct number and service window industry are more professional, and naturally they are prepared.

-Direct dial number

In addition to using the core entrance of wallet to support direct sales personnel such as JD.COM and Dianping, WeChat treats official WeChat accounts of other companies almost equally. In contrast, Baidu Direct is much more generous, which not only opens up resource allocation, but also provides all-round marketing support.

Baidu particularly emphasized the two major entrance resources of map+search, which poked the pain point of Tencent. The social sharing function of native Html5 is limited by the browser, and the direct number attached to Baidu APP can be easily completed, which is very unkind and cheerful. Spread through a circle of friends. I can't help feeling black. Wechat can hold back gadgets such as pocket shopping, but will it have fun with Baidu Direct? We will wait and see the attitude of WeChat towards this disguised OTT.

The biggest variable of direct number is payment, which is the core of closed-loop commercialization of light application. Baidu wallet forced to transform Baifubao is by no means the best choice, but I am afraid it is the only choice. Fortunately, the rate of Baidu wallet is "quite reasonable", and the subsidy given is also amazing, far exceeding the original WeChat payment. If you can call the direct number and wallet at the same time, it will be a surprise for Baidu.

The real shortcoming of the direct number is Baidu's slightly weak account system. Although Baidu has tried to integrate the resources of Post Bar in recent years, it is actually slightly inferior to WeChat and Alipay in terms of stickiness and strong retention. If the direct flight fails, the fatal lesion must be here.

The most embarrassing thing about Baidu's big data system is that there is only the traffic data of the information portal, but there is no online and offline consumption behavior data. After that, Baidu once expected to use micro-purchase to complete the front-end interception of e-commerce, and mainstream e-commerce certainly held a negative attitude towards this. Baidu's high attention to the direct CRM system actually implies its ambition to obtain mobile consumption data, which will make Baidu qualified to challenge Alipay's strongest field.

-Service window

The advantages and disadvantages of the service window are equally striking. There is no doubt that Alipay is the strongest third-party online payment platform in China. Its security mechanism and risk control measures are mature, and its business environment and trading atmosphere are more reliable than WeChat based on social relationship chain and direct number based on information distribution. However, O2O with local life service as the core has always been Ali's weakness, and the integration of Gaode will take time.

The strong relationship chain of WeChat official account has no user characteristics and consumption genes, which is Tencent's most annoying and Ali's favorite view. Different from the runaway of WeChat connection, the service window pursues a wake-up strategy to inspire users with convenient services such as payment and registration, rather than disturbing users. However, Ali, which is about to go public, has tightened the subsidy for the service window. Although this is reasonable, the rate of access to enterprises is higher than the normal three-party payment, which is a bit incredible. On the other hand, the maturity of Alipay makes the imagination space of the service window smaller, the function setting innovation is insufficient, the sincerity is lacking and the flexibility is obviously insufficient. Moreover, due to too many internal related products, the overall process is somewhat confusing.

Traditional enterprises may wish to do both.

The traditional enterprise's O2O panic has a long history, but in fact, BAT also has the same fear, because if the Webapp model represented by "two windows" is not recognized and supported by traditional enterprises, especially large enterprises, it will be stillborn. Among the six O2O industries that BAT is most concerned about, such as catering, tourism, marriage, renting, second-hand trading, entertainment and car rental, traditional enterprises have considerable opportunities.

For BAT, O2O is a manual business, out of nothing, and the value of the platform transcends everything. However, the Direct can't stand the watches of Haidilao, Liangzi Fitness and an acre of land. Big businesses are essential, businesses are selfish, and customers vote with their feet. Neither of them can afford to offend. The platform wants to take advantage of the upper position, and traditional enterprises just take advantage of it, without favoritism or partiality. There are two basic strategies:

√ The value of "two windows" lies in expansion rather than maintenance;

√ Strive for low rates and high subsidies, and the wind of burning money on the mobile Internet will spread. Good at playing games with BD and PM of BAT. BAT is the source of traffic, and traditional enterprises with conditions must be open. As far as mobile payment is concerned, the rate is much lower than that of POS payment, so it is essential to open source and reduce expenditure.

Baidu, an engineer culture, is actually a marketing glutton. As soon as the direct number appeared, it played hunger marketing. It was inevitable to limit 10000 invitation codes and grab WeChat. During the Spring and Autumn Period, there were two headstrong people in the State of Qi, who didn't agree with each other. They are brave and self-reliant. As a result, all the meat was eaten. It's called stupidity. No matter how the "two windows" end, traditional enterprises can swim in them and they can make ends meet. They must not be confused just by seeing the glamorous platform. It is important to know that wise men don't take it.

"It's not that I don't understand, the world is changing fast!" Large-scale traditional enterprises need to be in awe of emerging platforms such as Direct. Remember, you are not only a participant, but also a contributor, creator and decider of platform value. Remember three things:

1, never export users, even if there is a big temptation;

2, don't tell all the secrets to others, always keep the last one;

3. Insist on building your own APP and Html5 for a hundred years.

There is only icing on the cake in the world, and there is no way to send charcoal in the snow. "Two windows" is nothing more than providing a low-cost methodology to embrace the mobile Internet. Traditional enterprises must be self-reliant in order to act arbitrarily.