Reinventing the Millennium.

Chapter 1433 New Era

——Let's go together, I'm on fire.

——Come on, I’m very brave.

Any remarks made by Yi Ke’s boss at the center of controversy will be chased and reported by the media, and his latest tweet successfully added a flag to the already torn curtain.

Be it crazy or arrogant, be it stock price or revenue, things have come to this point, just come what you want!
Just as Fang Zhuo wished, they all came.

Just as the head of Yike was leaving for Paris, an urgent message from a domestic competitor suddenly appeared in front of him - Alibaba's Tmall took the lead in launching a massive live broadcast on November 11, and Tmall flagship stores of many well-known brands offered discounts that exceeded the 5 promotion in the first half of the year!
Ali took action!
And it starts from an angle that Yi Kexi didn’t expect!
Even Fang Zhuo had never thought of this. When Yigoo's traditional Double Eleven was approaching and Yigoo was preparing to cooperate with a new short video platform to expand its e-commerce business, Alibaba directly took the lead with Tmall.

Also, although Alibaba also held promotions during the Double Eleven period in the past, the extent of the promotion would not exceed that of its own 618. However, this time it openly offered the biggest discounts and launched the slogan "A new era of live streaming e-commerce". The goal is self-evident.

Because of the time difference, Fang Zhuo had to wait before attending the meeting online and listened to the three-party discussion among Yiguo, Yixin and Douyin. This move from Alibaba really surprised everyone.

Fang Zhuo also reflected a little: "Yiguo has made it clear that it wants to expand its business boundaries with Douyin. Everyone can guess what form it will take. There is no reason for Alibaba to just wait and see. They have done a good job of keeping it secret this time, which is indeed acceptable."

"Ali has launched a full-scale promotion this time, almost overwhelmingly promoting the live broadcast of the Tmall flagship store, and the effect is very good, attracting many interested consumers." Lu Mingshan, vice president of Yigoo, said what he observed, "and the discounts are huge, which will definitely impact our event this time."

If Alibaba doesn't take action, it's fine. But once it does, it will be like a deathmatch, extending its lead in the e-commerce track to the new live streaming track.

"The effect of Tmall Live Broadcasting will definitely be good this time, but the largest discount itself is enough to attract consumers, not to mention the addition of a new format. I also watched Tmall Live Broadcasting, and the anchor in the video provided limited-time coupons, which was very inciting to consumption." Su Wei in the conference room said slowly, "But..."

After the initial surprise, the president of Yigoo rethought the situation: "Why is it Tmall? Or, why is it still Tmall? Why didn't Taobao follow suit? Alibaba's current internal distribution of traffic is also quite obvious in this live broadcast beachhead event."

Taobao and Tmall, the upgrade of the latter is the focus of Alibaba's strategy. One of its major goals is to compete with Yigoo. The growth has been very good in the past two years.

Similarly, Tmall’s attack this time was also very beautiful.

But...Ali wants to make Tmall move upward, but Yiguo wants to use TikTok to move downward.

These are two different ideas.

"The Taobao app has attracted new traffic, which will also benefit those Taobao stores, but Alibaba's traffic distribution will definitely be mainly to Tmall, and it will still target our advantageous businesses." Lu Mingshan, vice president of Yigoo, said, "Now we need to see the effect of Douyin's traffic promotion and trial. If we cannot compete and effectively influence Alibaba's development, our joint goal this time will not be easy to achieve."

As Ma Dian responded at the Internet industry conference last month, traffic is not omnipotent. If Alibaba uses the new form of live streaming to quickly open up the situation, Yike’s encirclement may not necessarily win.

Fang Zhuo listened to the discussion in the conference room in Shencheng from a distance. After a long while, he spoke out: "Ali's fatal problem is still traffic. Otherwise, it would not need to allocate it, and it could just open Taobao and Tmall simultaneously. Tmall flagship store is good, but it cannot cover more customer groups. We can."

Tmall flagship store is a brand, and is positioned as higher quality than Taobao, which means that its coverage is not that wide. It’s just that this time it has attracted a lot of new traffic by taking the lead and promoting it vigorously, and then it will be allocated internally according to priority.

"Our competition with Alibaba is not a temporary one, but a long-term battle. Tmall's attack this time is very good, but the basic strategy is problematic." Fang Zhuo said, "Live streaming e-commerce is not about making a bigger Double Eleven, but about making every day Double Eleven, covering more groups and more categories. At the same time, it also provides the shopping experience of Yigoo's existing warehousing and logistics. Come on, no need to change the time or advance it."

He rejected Yigoo's plan to launch activities in advance to compete with Alibaba for traffic, and still launched the e-commerce activities on Douyin on Double Eleven Day, 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, became the talk of the town. Even Ma Dian himself appeared in the live broadcast of the Tmall flagship store, triggering a new round of reporting frenzy.

The Yike Group remained calm and did not lose its composure because of Alibaba's unexpected attack, but the momentum of Tmall Live greatly inspired the other two companies.

Ever since Fang Zhuo's 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 Berlin interview and the Yike open letter, the two companies' negotiations on cooperation had loosened up, and both hoped to take advantage of the rare opportunity to make progress in their respective fields.

If YiKe and Washington were not at odds, if YiKe was willing to give up its ice core to resolve the issue, based on YiKe's size and the ecosystem it has built, both DuJi and Penguin would become increasingly degraded.

Penguin is better. As "Sogou" was acquired by Yike and gradually became "Yisou", it has been getting worse day by day in the past six months and can only watch its market share being eroded.

Some people even mocked that Du Ji should have accepted Yi Ke's acquisition offer before. Now, just as Mr. Fang said, the shares they hold will only shrink.

In this situation, Yike, which has been developing all the way, suddenly encounters problems that are difficult to solve. This is the best opportunity to fight a desperate battle.

In particular, the momentum of Alibaba launching live e-commerce has further stimulated and accelerated the cooperation negotiations between the two parties. Yi Ke cannot be allowed to catch his breath and must seize this opportunity!

On November 11, Du Ji and Penguin announced their cooperation.

Penguin sold its own "SoSo" search to Duji, and will use Duji's search services in all its 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", which 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 data cards, Penguin Video Account, etc.

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

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

This move shocked all major media outlets. Although these two companies were suppressed by the Yike system, they were able to create threats by picking and choosing, for example, the new company formed by the merger of iQiyi and Penguin Video.

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

It remains to be seen what kind of impact DuJi's absorption of Penguin's SoSo and its provision of comprehensive search services will have on the market, but what is certain is that DuJi is definitely not willing to be boiled like a frog in warm water and die.

Alibaba's rush to attack and the unprecedented in-depth cooperation between Duji and Penguin have become two highly anticipated developments in the Yike system before the start of Double Eleven.

However, no matter how extensively Alibaba's e-commerce live streaming is promoted, no matter how new vitality the BT alliance between Duji and Penguin may theoretically possess, all of this has to give way to a blockbuster news from Washington.

At 11 p.m. on November 10th, Beijing time, and 10 a.m. on November 11th in Washington, the U.S. BIS announced that for security and stability reasons, any transaction with Yike Corporation within the United States must apply for a trade license in advance in accordance with the Export Control Regulations. The application scope includes buyers, intermediate consignees, final consignees, and even end users.

In other words, BIS restricted Yi Ke’s trading activities within 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 2015, 12.

When the reporter asked the spokesperson how to remove the restrictions on Yi Ke, a clear answer appeared in major media outlets.

“Unless Yike has carried out rectification in data, hardware and technology in accordance with the requirements.”

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

The BIS spokesperson finally shrugged and said with a smile: "We just made Mr. Fang more angry."

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

This answer caused slight laughter among the media.

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

Yi Ke’s glory is coming to an end!
Not only that, behind this announcement from BIS, there is also news circulating that Bingxin International will be subject to even more stringent restrictions. Although it has not been confirmed yet, the authenticity of this news must be very high at this time!
Yike lost the American market for Bingxin International, but in the end, Bingxin International could not escape its fate!
November 11th was a Tuesday. Influenced by the news from Washington, Yike’s stock price plummeted again, completely falling below $10 billion and continuing to slide.

The world's three major rating agencies, Fitch, Standard & Poor's and Moody's, all have a negative outlook on Yike's future and recommend that shareholders quickly sell their shares.

——"Death of Yi Ke"!
——"Yi Ke has lost the most important American market"!
——"Yike's Black Tuesday"!
——"A Meteor Named Yike"!
——"Say 'No' to Yi Ke"!
——"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, causing a huge uproar. This was a much more important development than Alibaba, Penguin, and Duji!
According to current analysis, Yike has really lost 30% of the US market...

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

Although the Berlin interview and Yi Ke’s open letter have almost highlighted this situation, its actual arrival still shocked people inside and outside the industry and even the general public!

Yi Ke... is going to fall?
Late-night public opinion and the internet in China were in a frenzy, with some social media platforms even freezing for a time. Yigoo spent the last two hours of its Double Eleven shopping event in such an atmosphere.

At 11:11 on November 0, the live broadcast function that had previously been in gray testing was pushed, and live broadcast rooms featuring Yiguo, Mituan and many merchants went online, participating in the arrival of a new era of e-commerce.

Just ten minutes later, a new piece of news spread quickly at midnight.

Fang Zhuo, the head of Yike, started live streaming on his personal Douyin account, which quickly attracted a large number of viewers.

In the picture, he seemed unfamiliar with this new format. After taking a few sips of tea, he looked at the screen and turned to ask the staff next to him.

"How did Lao Ma do live streaming before? Did he sell any goods?"

"Oh, it's not sold, 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 Yi Ke started the show by mumbling to someone outside the screen, and it seemed like it was just a temporary show without any advance preparation.

Finally, he looked at the overwhelming 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 pretty good team here."

"Come on, three, two, one, connect."

A link appeared in the live broadcast room of Yike’s boss, and a Rockets team from the NBA was listed at number one with a price tag of $12.5 billion.

At this moment, the comments in the comments suddenly became extremely consistent: ???

(End of this chapter)