Reinventing the Millennium

——Let's go together, I'm on fire.

——Let’s go together, I’m very brave.

Any statement made by the head of Yike at the forefront of the storm will be chased and reported by the media, and his latest Twitter statement has also successfully added a flag to the already torn curtain.

Whether it’s crazy, arrogant, stock price, or revenue, that’s it, come on, whatever you want!

As Fang Zhuo wished, they all came.

Just when the head of Yike set off for Paris, a piece of news from a domestic competitor suddenly appeared in front of him urgently - Alibaba's Tmall took the lead in launching a massive live broadcast on November 5. Many well-known brands The Tmall flagship store offers discounts that exceed the 618 promotion in the first half of the year!

Ali takes action!

And do it from an unexpected angle in the Yike department!

Even Fang Zhuo had never thought of this. When Tesco’s traditional Double Eleven was about to come, and when Tesco was preparing to join forces with a new short video platform to expand its e-commerce business, Alibaba directly used Tmall to preempt this move.

Also, although Alibaba would also promote sales during Double Eleven in the past, the promotion range would not exceed its own 618. However, this time it clearly released the biggest discounts and also launched the slogan of "New Era of Live Streaming E-commerce" with the goal of it goes without saying.

Because of the time difference, Fang Zhuo waited to attend the meeting online and listened to the three-way discussion between Yigou, Yixin and Douyin. This move from Ali really surprised everyone.

Fang Zhuo also reflected a little: "E-commerce has made it clear that it wants to expand business boundaries with Douyin. Everyone can guess what form it will take. There is no reason for Alibaba to just wait like that. They are also very good at keeping secrets this time. Indeed Can."

"Alibaba launched all-out publicity this time, almost overwhelmingly promoting the live broadcast of the Tmall flagship store. The effect was very good, attracting many interested consumers." Lu Mingshan, vice president of E-commerce, said about the observed situation, " And the discount is huge, which will definitely impact our event this time.”

Alibaba will do nothing if it doesn't take action. Once it takes action, it will be accomplished in one battle, and its lead in the e-commerce track will also be extended to the new live broadcast track.

"The effect of Tmall Live Broadcast will be good this time, but the biggest discount is enough to attract consumers, not to mention the addition of new formats. I also watched Tmall Live Broadcast. The anchor in the video cooperated with limited-time coupons. This kind of interaction The incitement to consumption is really high," Su Wei said slowly in the conference room, "But..."

After the initial surprise, the president of E-commerce re-examined the situation: "Why Tmall? Or, why still Tmall? Why didn't Taobao follow? The current distribution of traffic within Alibaba has also changed in this rush to live broadcast. More obvious."

For Taobao and Tmall, the upgrade of the latter is the focus of Alibaba's strategy. A major goal is to compete with Tmall. The growth rate in the past two years has been very good.

Similarly, Tmall’s offense this time is also very beautiful.

It's just... Alibaba wants Tmall to go up, but Tesco wants to use Douyin to go down.

These are two different ways of thinking.

"The Taobao app has introduced new traffic, which will also benefit those Taobao stores. However, Alibaba's traffic distribution is definitely dominated by Tmall, and it is still aimed at our advantageous business." Lu Mingshan, vice president of Tesco, said, "Now we need to see the effect of Douyin's push and trial. If we can't compete for and effectively influence Alibaba's development, it will be difficult to achieve our joint goal this time."

As Ma Chen responded at the Internet industry conference last month, traffic is not a panacea. If Alibaba uses the new form of live broadcast to quickly open up the situation, the Yike Group may not be able to win.

Fang Zhuo listened to the discussion in the conference room in Shanghai from afar, and after a long time he said aloud: "Alibaba's fatal problem is still traffic, otherwise, it does not need to be allocated, and Taobao and Tmall can be opened simultaneously. The Tmall flagship store is good, but it can’t cover more customer groups than we can.”

The Tmall flagship store is a brand and has a higher quality positioning than Taobao, which means that its coverage is not that wide. It is just that this time it was the first to attract a lot of new traffic, and then internally based on priority. distribute.

"Our competition with Alibaba is not temporary, it is a long-term battle. Tmall's attack this time is very beautiful, but there are problems with the basic strategy." Fang Zhuo said, "Live streaming e-commerce is not about a larger Double Ten event. First, we need to do 'Double Eleven every day', covering more groups and categories, and at the same time, giving Tesco its own warehousing and logistics shopping experience. Come on, no need to change the time. No need to advance.”

He rejected Tesco’s plan to launch activities in advance to compete with Alibaba for traffic, but still launched Douyin’s e-commerce activities on Double Eleven, and still opened up a new era of e-commerce at his own pace.

With Fang Zhuo's decision, Alibaba, which had been on the offensive for more than half a year, was in the limelight. Even Ma Yan himself appeared in the live broadcast of the Tmall flagship store, triggering a new round of reporting frenzy.

The Yike Department remained calm and did not get upset by Ali's unexpected attack, but the momentum of Tmall's live broadcast greatly inspired the other two companies.

Since the Fang Zhuo recording scandal, Duji has been in secret contact with Penguin, hoping for greater cooperation. However, the two companies have major differences on the form of cooperation.

After the interview in Berlin and the open letter from Yike, the two companies have loosened their negotiations on cooperation, and both hope to take advantage of this rare opportunity to make progress in their respective fields.

If Yike and Washington were not at odds, and if Yike was willing to give up Bingxin to settle the issue, according to Yike's size and Yike's ecological construction, Duji and Penguin would sink further and further.

Penguin is better. Duji has gradually become "Yisou" as "Sogou" was acquired by Yike. In the past six months, it has been declining day by day, and can only watch its own share being eroded.

Some people even laughed that Duji should have accepted Yike's acquisition offer before. Now, as Mr. Fang said, the shares they hold will only shrink more and more.

In this situation, Yike, which has been developing all the way, suddenly encountered a problem that is difficult to solve. This is the best opportunity for a desperate fight.

In particular, the momentum of Alibaba's opening of live e-commerce has further stimulated and accelerated the cooperation negotiations between the two companies. Yike cannot be allowed to take a breath, and this time must be seized!

On November 10, Duji and Penguin announced their cooperation.

Penguin sold its own "SoSo" search to Duji, and will use Duji's search service in all ecological businesses. Duji will divest iQiyi and merge it with Penguin Video into a new company. The same will be done with its "Duji Group Buying". It will be reorganized with "Penguin Group Buying" to further optimize its competitiveness in the group buying market.

In addition, Duji will vigorously promote Penguin's instant messaging, new traffic cards, Penguin Video accounts, etc.

Simply put, this is an optimization of resources and an exchange of traffic.

Penguin, one of the four giants in the past, cooperated with Duji to form... BT Alliance.

This move shocked major media. Although these two companies were suppressed by the Yike system, they picked and chose those that could create threats, such as the new company after the merger of iQiyi and Penguin Video.

Yike also has "Yike Video", but this business has a weak presence and is barely considered second-rate in the industry. Now it is bound to face greater competition.

It remains to be seen what kind of waves Duji will stir up in the market by absorbing Penguin's SoSo and providing comprehensive search services, but what is certain is that Duji is definitely unwilling to be boiled in warm water and die.

Ali's rush to attack and Duji's unprecedented deep cooperation with Penguin have become two major developments that have attracted much attention before the start of the Double Eleven of the Yike system.

However, no matter how overwhelmingly Alibaba's e-commerce live broadcast is promoted, no matter how new vitality the BT alliance between Duji and Penguin has in theory, these must give way to a blockbuster news from Washington.

At 10 pm on November 10th, Beijing time, and 9 am on November 10th in Washington, the US BIS announced that for security and stability reasons, any transaction with Yike in the United States must apply for a trade license in advance in accordance with the Export Control Regulations. The scope of this application includes buyers, intermediate consignees, final consignees, and even end users.

In other words, BIS restricts Yike's trade activities in the United States.

At the same time, the BIS spokesperson also clarified the duration of the trade license. Even if it is a temporary license, it will only be valid until December 31, 2015.

When the reporter asked the spokesperson how to remove the restrictions on Yike, a clear answer also appeared in major media pages.

"Unless Yike makes rectifications in data, hardware, and technology in accordance with the requirements."

"Of course, I believe that Mr. Fang knows what to do."

The BIS spokesperson shrugged and smiled, "We just make Mr. Fang more popular."

Undoubtedly, she also saw Fang Zhuo's latest Twitter updates and chose to give a little help at this moment.

This answer made the media laugh slightly.

Yike is indeed very strong, has a large number of users, and has a wide range of influence, but no matter what, with the release of the BIS announcement, the doubts surrounding Yike have been finally answered.

Yike's glory is coming to an end!

Not only that, behind this announcement by BIS, there is also news that Bingxin International will be subject to more stringent restrictions. Although it has not been confirmed, the authenticity of this time must be very high!

Yike lost the US market for Bingxin International, but in the end, Bingxin International could not escape the bad luck!

November 10th was Tuesday. Affected by the news from Washington, Yike's stock price plummeted again, completely losing 300 billion US dollars and continuing to slide down.

The three major global rating agencies, Fitch, S\u0026P, and Moody's, all gave Yike a negative outlook for the future and recommended that shareholders quickly sell their shares.

—— "The Death of Yike"!

—— "Yike Lost the Most Important US Market"!

—— "Yike's Black Tuesday"!

—— "A Meteor Named Yike"!

—— "Say "No" to Yike"!

—— "If God wants to destroy a person, he must first make him crazy"!

Although it was late at night in China, the news and related reports from Washington quickly swept over, setting off a shocking wave. This was a much more important development than Alibaba, Penguin, and Duji!

According to current analysis, Yike has really lost the US market, which accounts for 30% of the total market share...

Moreover, we cannot rule out more serious situations in the future...

Although the Berlin interview and Yike's open letter have almost revealed this situation, its arrival still shocked people in and outside the industry and even the general public!

Yike... is going to fall?

The public opinion and the Internet in China were in a frenzy late at night, and some social media platforms even became stuck for a time. Yiguo spent the last two hours of Double Eleven in such an atmosphere.

At 0:00 on November 11, the live broadcast function that had been gray-tested was pushed, and the live broadcast rooms with Yiguo, Mi Tuan and many merchants as the main body were launched, participating in the arrival of a new era of e-commerce.

Just ten minutes later, a new message quickly spread at midnight.

Fang Zhuo, the head of Yike, started live broadcasting on his personal Douyin account, and a large number of viewers quickly poured in.

He seemed unfamiliar with this new form in the picture. After drinking a few sips of tea, he observed the screen and turned his head to ask the staff next to him.

"How did Lao Ma live broadcast before? Did he sell the goods?"

"Oh, no, right?"

"What? They don't care whether I sell the goods or not? That makes sense, that makes sense."

"What should I say?"

The head of Yike started to chat with people outside the screen, as if it was just a temporary broadcast without any advance preparation.

In the end, he looked at the full of questions and decided to say something.

"Today is Double Eleven, the day we sell things. I'm going to advertise. Is there anyone who wants to buy an NBA team? I have a very good team here."

"Come on, three, two, one, go to the link."

A link appeared in the live broadcast room of Yike's boss. A Rockets team from the NBA was listed in the first position, with a price tag of 1.25 billion US dollars.

The barrage of comments suddenly became extremely consistent at this moment: ? ? ?