The growing topic of "choose one of two" in e-commerce has inadvertently exposed Tencent's thirst for e-commerce. On November 5th, less than a week before Double 11, Tmall encountered "three combos" from different planes on the issue of "choose one from two": First, Galanz issued a statement saying that it was approved to file a case against Tmall for special database allegedly abusing its dominant market position; Almost at the same time, at the "Administrative Guidance Symposium on Regulating Online Business Activities.
Held in Hangzhou, the relevant person in charge of the State Administration for Market Regulation publicly stated on the issue of "choose one from two", saying that "exclusive trading" on e-commerce platforms is illegal; Then Jingdong sued Tmall in the "choose one" case, and another major progress broke out. Pinduoduo and Vipshop applied to join the lawsuit against Tmall. On the same day, "combination punches" from manufacturers, competitors, and regulatory officials were aimed at Tmall at the same time.
At first glance, it was a coincidence that several things came together, but it also revealed the clues of the behind-the-scenes planners. When Pinduoduo and Vipshop rarely joined forces to attack Tmall, the real behind-the-scenes operators of the "choose one" war really surfaced. As the major shareholders of the three e-commerce platforms, if Winning the special database high-quality brand resources gathered on Tmall through the "choose one" lawsuit will be of great strategic significance for Tencent, which has been in e-commerce for many years without substantial progress. From this year's 618 to Double 11, the battle of "driving the wolf and swallowing the lion" managed by Tencent has reached the middle of the game.