Whether it is a social platform or an e-commerce platform, it is absolutely impossible to dominate the entire market. Since ancient times, competition can promote social development, enhance the competitiveness of competitors, and cooperation can achieve win-win results. Therefore, only by allowing competition and integration to proceed at the same time can we achieve success better and faster. If we only compete blindly, both sides will suffer.
Of course, blindly integrating and developing is not good either. Not to mention that competitors cannot be fully integrated, once they are fully integrated, the two companies will become one company. At this time, there will inevitably be another or even more competitors. We can’t always integrate with all companies, right? Even if all companies are integrated together, they will become a separate individual. An individual without competitors will find it difficult to move forward and even more difficult to forge core competitiveness. Therefore, only competition and integration are inclusive, which is the best choice.
WeChat is the hottest social platform at present, and Taobao is the big brother in the field of Chinese e-commerce platforms. It is natural for the two sides to compete. After all, they are all focused on the field of e-commerce and hope that more consumers will trade on their platforms to bring more traffic and popularity to themselves. However, it is difficult for us to see the integration trend of the two sides in development, and we see more of the sharp confrontation in the competition process.
However, Tencent is undoubtedly smart, because it understands the strategy of competition and integration. For example, its cooperation with the e-commerce platform JD Mall as a social platform is undoubtedly an excellent choice.
The integration of e-commerce platforms and social platforms has the most favorable impact on cross-border micro-e-commerce in terms of more convenient marketing.
The biggest highlight of the integration of Tencent and JD is that it provides JD with a shopping entrance in WeChat. In this way, cross-border micro-e-commerce can directly guide WeChat friends on the WeChat platform to enter their own stores on the JD e-commerce platform from the shopping entrance on WeChat. Cross-border micro-e-commerce can operate as shown in the figure below, and you can see that it jumps directly to JD Mall.
With this shortcut, cross-border micro-e-commerce can direct target customers to their online stores at any time when marketing their cross-border products on the WeChat social platform, which is undoubtedly more convenient for marketing.
Of course, there are more convenient ways. Cross-border micro-e-commerce only needs to send the link of its JD store to the target customers through WeChat. After clicking, the customers can directly log in and purchase with their WeChat account, eliminating the trouble of registering a JD Mall account. Therefore, this marketing method couldn’t be more convenient.
At the same time, cross-border micro-e-commerce can also add customers on the JD platform as their WeChat friends. When there are new products in the store, as long as a new product reminder is sent in WeChat Moments, WeChat friends will see the new products and if they are willing to buy, they will enter their own store on the JD platform to buy. In this way, the marketing of cross-border micro-e-commerce on social platforms and e-commerce platforms complement each other.
The most obvious change in the integration of social platforms and e-commerce platforms is the integration of resources on both sides. The integration of resources on both sides will lead to a significant increase in traffic. And the increase in traffic is more beneficial to the marketing of cross-border micro-e-commerce. Therefore, the integration of social platforms and e-commerce platforms is very beneficial to both the platform itself and cross-border micro-e-commerce.