腾讯阿里“打通”生态？可能打开的是潘多拉之盒

字母榜2021-08-20

文/彦飞随着一则外媒报道，阿里腾讯可能会“互相开放生态”成为热议话题，双方管理层也对此公开回应。 8月18日，腾讯发布2021财年第二季度业绩。在随后的分析师电话会议上，腾讯总裁刘炽平表示，腾讯生态系统是开放的，但重点是帮助小商家、中小企业取得成功，而平台之间的互通是“非常复杂的问题”。在刘炽平看来，一些平台的规则与腾讯不同，包括大量补贴用户、收取商家佣金等，同时也存在假货、盗版等方面的问题，...

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rex
·2021-08-22
能接受賣假貨的拼多多卻不能接受治理更好的阿里巴巴。淘寶app上美帝的appstore都可以，卻上不了國內的微信，明顯騰訊格局小了，容不下同體量的競爭對手
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1
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- 華尔街大空头:
  主要还是没利益
  2021-08-23
  Reply
  Report
- 2022爆富:
  淘宝也支持微信支付就好
  2021-08-22
  Reply
  Report
Tyliew
·2021-08-22
[強] [抱拳]
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skychin
·2021-08-21
太棒了！[微笑] [微笑] [微笑]
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安妮1022
·2021-08-21
?
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3
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HK资本观察
·2021-08-21
騰訊顯然思路比阿里好，契合時代主題，顯然阿里的小算盤更明顯
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2
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chuonwei
·2021-08-21
以後叫騰爸
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王春年
·2021-08-21
厲害????????
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4
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- songtan:
  好
  2021-08-21
  Reply
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Mei9899
·2021-08-21
[微笑]
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4
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- 快乐玩美股:
  [财迷]
  2021-08-21
  Reply
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Silent moon 静月
·2021-08-21
兩局大龍頭@騰訊@阿里巴巴
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2
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plaispool
·2021-08-21
閱
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1
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吃瓜群众666
·2021-08-21
說的真好聽，pdd不是假貨補貼更多？
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1
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JaniceZhu
·2021-08-21
[微笑]
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6
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CYau
·2021-08-21
Like and comment?
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- CYau:
  666666
  2021-08-21
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一剑奈何
·2021-08-20
666
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- 一剑奈何:
  666
  2021-08-20
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It may be Pandora's Box that opens","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/6292f5d7e776ce7fcf03f051ce7dda42","symbols_score_info":{"00700":0.9,"09988":0.9,"BABA":0.9},"content_text":"文/彦飞\n随着一则外媒报道，阿里腾讯可能会“互相开放生态”成为热议话题，双方管理层也对此公开回应。\n8月18日，腾讯发布2021财年第二季度业绩。在随后的分析师电话会议上，腾讯总裁刘炽平表示，腾讯生态系统是开放的，但重点是帮助小商家、中小企业取得成功，而平台之间的互通是“非常复杂的问题”。\n在刘炽平看来，一些平台的规则与腾讯不同，包括大量补贴用户、收取商家佣金等，同时也存在假货、盗版等方面的问题，“可能需要时间讨论，以非常谨慎的方式来解决。”\n与腾讯的审慎相比，阿里对于开放的渴求要强烈得多。\n本月初，阿里董事长兼CEO张勇在业绩电话会上表示，平台之间的大循环产生的社会价值，一定远远大过在单一平台内的小循环；平台间的互联互通，肯定会带来新的改革红利。\n开放是互联网精神的题中之义，也是腾讯阿里都认可的价值观。此外，近年来两家公司的业绩和用户增长逐渐放缓，也需要找到新的增长引擎。\n\n根据腾讯2021年第二季度财报，报告期内腾讯营收为1383亿元人民币，同比增长20%。各大业务板块中，包括游戏在内的增值服务收入同比增长11%，网络广告增长23%，表现中规中矩。只有金融科技与企业服务业务收入增长40%，势头依然强劲。\n此外，腾讯的社交用户整体规模已经见顶：截至今年6月底，微信及WeChat的合并MAU（月活跃用户）为12.51亿，同比增长3.8%，环比增长0.8%；QQ移动端MAU为5.9亿，同比下降8.8%，环比下降2.6%。\n阿里同样面临着不小的增长压力。\n今年第二季度，阿里收入2057亿元，同比增长34%；排除并表高鑫零售的影响后，同比增长22%。在报告期内有618大促、销售费用大幅增加的情况下，这一业绩并不亮眼。\n用户方面，今年第一季度，阿里的国内年度买家人数猛增3200万，但上季度又回落至1700万。被阿里视为“全村希望”的淘宝特价版，年度买家的绝对增量也从前一个季度的5000万降至4000万。\n面对如此局面，重申“开放”诉求，增开流量源泉，对于一些公司来讲，显然是一个打破增长天花板的办法。\n不过，从刘炽平和张勇的近期言论来看，对于向谁开放、如何开放、何时开放，两大巨头仍存在着很明显的分歧。\n总的来说，腾讯的开放重点是数量庞大的中小商家，允许和促进个人、中小企业和商家与用户直接互动。阿里则把重点放在了大平台之间的开放，其实也就是与腾讯的互联互通。\n观念上的巨大差异，决定了腾讯和阿里短期内不可能推动实质性的互相开放。而开放背后的一系列潜在风险，有可能伤及平台的用户体验和商家利益，也让平台缺乏张开怀抱的动力。\n互联网的开放，本应是大大小小的主体均参与其中，打破一切不必要的壁垒，从而促进信息流动效率，让最广大的网民群体从中获益。\n但在当前语境下，公众和媒体谈及开放，往往将其局限于腾讯和阿里相互开放生态；更具体而言，是微信对淘系电商开放。这也是两大巨头“互相开放”的命门所在。\n不过，微信电商与淘系电商遵循两套完全不同的规则，平台内商家已习惯按照既有模式做生意。如果淘系电商涌入，随之而来的“规则嵌套”会导致平台治理难度急剧放大，业务合规和用户保障的复杂程度都呈几何级数增加，小商家的利益难免受到冲击。\n这也是腾讯的最大疑虑之一。本周的业绩会上，刘炽平在谈及开放生态时，特意点出不同平台的主要差异，包括补贴政策，假货、盗版问题的处置规则，是否向商家收取佣金等。\n“平台和平台互通面临很多实际问题。例如，资源丰富的平台能够提供大量补贴，那是否会影响到微信平台上的商户；对于其它平台上的假冒、盗版等问题，我们又能否处理；平台间完全不同的商业政策，我们该如何应对，等等。举个例子，不同于其他平台，微信对平台上的商家和品牌不收取任何佣金费。”刘炽平说。\n以佣金为例，目前微信针对小程序内完成的交易，仅收取0.6%的支付手续费，商户无需额外支付佣金。但在一些中心化的电商平台，第三方商家通常需要缴纳一定比例的技术服务费，同时还需要花钱购买流量和推广位。\n如果淘系电商进入微信，腾讯将面临两难选择。无论是一视同仁，针对所有商家收取佣金，还是专门针对淘系商家出台豁免政策，对现有商家的利益都有损害。\n\n此外，阿里作为电商巨头，其资金和资源绝非微信平台的中小商家所能够比拟。如果被放入微信生态，不啻于一条巨型鲶鱼，会导致微信商业发生什么样的变化，难以预料。\n有业内人士向字母榜（ID: wujicaijing）表示，平台监管将是一个巨大难题。如果用户在微信里看到淘宝链接，买到假货、盗版，微信要不要承担责任？平台间责任和义务的边界将会面临非常大的挑战。淘系电商接入微信，确实面临一系列安全隐患，除了商品本身外，还有防范倒卖账号、黑灰产交易、诱导分享、技术对抗等风险，因此不能不谨慎。\n还有观点认为，开放到底是真的释放改革红利，还是只有利于最大的平台，需要进一步论证。如果一个具有巨大规模甚至垄断规模的平台，可以随意进驻其他平台，很快就会把所有平台垄断了，挤压中小商家的生存空间。\n更深层的原因是，微信用户越来越不需要淘系电商的跳转链接了。\n2013年，阿里率先“开战”断掉微信，随后淘系电商链接被微信屏蔽。接下来几年里，微信进一步升级平台规则，包括禁止在朋友圈传播特殊识别码、口令类信息等。\n两大阵营画地为牢，不可避免地给用户网购体验造成破坏。但时至今日，国内互联网大环境已经发生巨大变化。\n一方面，阿里的淘系电商已经建立品牌认知度，除了自身流量外，还拥有支付宝、饿了么及线下商家等众多入口；另一方面，腾讯基于微信的电商生态逐渐完备，既接入了京东、拼多多、美团等平台型电商，又通过小程序引入品牌和中小商家，用户在微信内部即可完成电商消费闭环。\n特别是过去几年间，腾讯先后做了智慧零售、小程序商店、小程序直播等，以吸引商家在微信生态里做生意。\n\n2020年底上线的腾讯惠聚，是腾讯补齐电商能力的最新举动。这款产品聚合了沃尔玛、三只松鼠、波司登等数百个品牌的官方小程序，相当于生长于微信内部的天猫，目前已经在部分地区入驻微信支付“九宫格”。\n在这种情况下，微信用户如果需要购物，就算不能通过平台内电商解决，更合理高效的选择也是打开相应的第三方APP。假如腾讯此时改弦更张、予以放行，反而很可能导致微信群、朋友圈广告泛滥，破坏用户体验。\n微信是腾讯的核心资产，张小龙最不能容忍的就是为了赚钱而牺牲用户体验，甚至不惜对自家产品痛下“杀手”。\n一个典型案例是，2019年10月，腾讯公布升级版《微信外部链接内容管理规范》，遭到封杀的包括拼多多、京东、美团等腾讯系公司，甚至包括微视、腾讯新闻等腾讯自己的服务。\n用户对于电商外链的真实需求寥寥无几，平台难以获利却平添巨大风险，这些因素决定了就算阿里再积极，腾讯也不可能对所谓“互相开放”怀抱太多热情。\n在今年7月“互相开放生态”传言散播之前，阿里已经多次试图进入微信这个中国最大的流量池。\n去年，盒马、菜鸟相继开通微信小程序。今年第一季度，淘宝特价版、闲鱼也提交了开通申请。淘系电商的核心大将中，只有淘宝、天猫尚未有所动作。\n仅仅开通小程序，只是有限度的开放。如果微信不提供微信支付“九宫格”之类的重点推荐位，阿里系小程序的打开频次并不会非常高。饿了么的流量来源中，微信小程序占比早已超过支付宝小程序，但对饿了么来说仍然远远不够。\n这恰恰是阿里极难攻克的一大障碍。目前，“九宫格”的推荐位主要分给了腾讯旗下的理财通、生活缴费、健康码、腾讯惠聚等服务，以及京东、美团、拼多多、唯品会等嫡系公司。阿里要想挤进来，只花钱肯定是不够的，说不定得先让腾讯入股。\n此外，腾讯和阿里各有盟友，他们从自身利益出发，未必愿意看到两家公司握手言和。这也是两大阵营“话事人”必须考量的因素。\n腾讯方面的阻力很可能来自京东和拼多多。在拿到腾讯的投资后，两家电商平台纷纷纳下“投名状”，都把微信支付列为首选支付渠道。\n腾讯则是投桃报李，让两家公司长期在微信“九宫格”占据一席之地，并为之提供全方位流量扶持。以京东主打下沉市场的“京喜”为例，这款产品在接入微信“发现”页的一级入口后，仅一年时间日订单量就突破1000万单。\n这也意味着，如果允许淘系电商大举进驻微信，那么京东、拼多多的用户和订单将不可避免被分流，两家公司身为嫡系的优待将名存实亡。\n而对于阿里而言，最大的难题是支付宝。\n此前在外媒爆料中，两家公司互相开放的初步措施有可能包括：腾讯降低在微信中分享阿里系商品的难度、给阿里系服务开通小程序；而阿里则需要将微信支付引入淘宝和天猫。\n这显然不是支付宝愿意看到的。它之所以能够与微信支付旗鼓相当，主要靠的是阿里系APP的鼎力支持。如果失去淘系电商的唯一地位，支付宝的市场份额势必要受到挑战。即使短期内伤害不大，也会对蚂蚁的士气造成打击。\n但在这场关于开放生态的博弈中，阿里无法给腾讯提供流量方面的反哺，最大的筹码就是接纳微信支付。而腾讯握有微信社交流量这张最大的牌，没有必要把京东、拼多多推上牌桌；后两者从培育自身支付业务、降低交易成本考虑，未必会主动接纳支付宝。一去一回，支付宝吃亏不小。\n不过，由于阿里巴巴与支付宝母公司蚂蚁集团的董事会和管理团队多有交叉，为了更大目标、暂时牺牲局部利益并非毫无可能。阿里最终如何取舍，将取决于它对微信流量的渴望程度。\n尽管公众对于腾讯阿里互相开放颇有期待，但也有学者认为，如果开放仅仅局限在一两家公司之间，那么对于彻底打破垄断并没有帮助。\n华东政法大学副教授翟巍在接受《21世纪经济报道》时表示，如果只是两个头部企业互联互通，对外仍然进行封禁，设置流量护城河，其垄断效应相反是增强了。\n平台之间的壁垒也有其存在合理性。“如果一个网络平台企业不实施链接封禁行为，就无法正常提供网络产品和服务，或者自身合法权益会受到侵害，那么链接封禁行为就具有正当性和合法性，反之就构成违法嫌疑。”翟巍说。\n腾讯和阿里同样明白，“互相开放生态”绝非朝夕之功。过去一段时间里，两家公司的焦点仍然是从内部寻找新的增长动能。\n阿里的重点扶持对象是淘特和生活服务。作为对标拼多多的产物，淘特已经成为阿里最引人关注的产品之一，年活跃买家已超过1.9亿。\n另一方面，阿里7月初进行新一轮组织架构调整，本地生活、高德和飞猪组成新的生活服务板块，俞永福站上一号位。阿里希望以高德为枢纽，扭转这几块业务的颓势，实现“1+1+1＞3”的效果。\n腾讯则把重心放在了金融科技和企业服务上。上一财季，这块业务收入419亿元，同比增长40%，增速相当于整体营收的2倍；营收占比30%，比去年同期提升4个百分点。\n此外，两家公司还需要解决企业社会责任的难题。\n8月初，“阿里女员工被侵害”事件引爆舆论，最终导致多位高管被辞退或处罚。阿里旋即宣布成立职场陋习小组，对灌酒、低俗玩笑等行为进行自查自清。\n腾讯则在某媒体发表炮轰网络游戏的争议报道后，出台了更严厉的未成年人保护措施，进一步压缩未成年人的游戏时长。此外，腾讯还在4个月内先后宣布投入共计1000亿元，用于可持续社会价值创新和共同富裕专项计划。\n阿里和腾讯动作不少，但没有一个和开放生态有关。在内部增长放缓、外部监管愈发严格的新常态中，两家公司的互相开放绝非最高优先级。如果没有重大意外，这一鼓噪良久的愿景很可能与数不清的流言一样，最终不了了之。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":832828595,"gmtCreate":1629608628417,"gmtModify":1676530079249,"author":{"id":"3453123163662996","authorId":"3453123163662996","name":"rex","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3453123163662996","authorIdStr":"3453123163662996"},"htmlText":"能接受賣假貨的拼多多 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