Why Ali Sina Weibo stake?Source:??? First Financial Daily Author: Zhao Nan Xu Jieyun this year has raised nearly $ 10 billion in Alibaba Group, PE of the more obvious role. Street to street, Sina Weibo and other investment actions can also see the social integration of products have become the core of its future investment direction. Recently, the news from Ali insiders revealed that Alibaba Group Weibo investment negotiations has entered the end, Sina microblogging valuation of $ 3 billion, but Ali Baba is not holding. Media people Cheng Ling Feng also said that according to its understanding, Ali Sina Weibo share stake of about 15% to 20%. Currently, none of Ali Sina official for the position, but a Sina middle of the 'First Financial Daily' said Ali Sina microblogging really respect of investments conducted several negotiations. A senior media analysts said, in this regard due to Weibo listed need to inject a future independent external strategic investment; on the other hand, said investment in Tencent beautiful after Ali Sina microblogging has become one of the few external traffic can layout pieces. Ma SNS complex from three years ago, 'Taobao', to 1 years ago, 'Taobao to SNS of' last June after the spin-off Taobao's 'big Ali', Ma on SNS can give Ali Ecological Construction zone to the role, as a top priority. Three years ago, Ali Mama, word of mouth network incorporated into Taobao, Alibaba is the beginning of the 'big Taobao' strategy. The intention is to build a unified platform Taobao entrance, and external access to third-party applications. Then, in 2009, it was considered 'big Taobao' consumer platforms SNS product line of 'scouring rivers and lakes' on. But time proved that the 'Amoy Wild World' Ali Baba became socialized in the first attempt failed. This detachment Mercantile Exchange trading relationship and build user platforms, lets face SNS products everywhere users find useful is not large, after experiencing several revision, the interior has also been no mention Ali. Currently, some electricity providers with community shopping guide elements, has become an important role Taobao external traffic. Beautiful said mushroom Street, the two electricity supplier shopping Nike King guide, the independent user traffic has quickly climbed almost 10 percent of Taobao. Sina Weibo Taobao has become the fourth largest source of traffic outside. With the electricity supplier of development, more and more sellers into Taobao, while buyers but was more independent B2C diversion, growth can not keep up buyers sellers growing economy phenomenon, making the flow of Taobao more expensive. In addition, more powerful traditional businesses settled Taobao also raise the cost of advertising. This makes the original Taobao sellers in the economic environment downstream, to pay more operating costs. Taobao original flow distribution system, there is no more support to ensure that the platform Recommend Nagao goods. Therefore, community-based, personalized products, to meet the flow of imported goods Nagao Nike Shoes Taobao, Taobao has become a guarantee for the future sustainable development of the ecological health of the lifeline. But whether it is scouring rivers and lakes, or word of mouth network Taobao own research and development of community-based product failed to complete this mission well. It also added to promote the Ma by investment-driven initiatives. Ali contradiction with Tencent threat, however, Ma appears, beautiful, said mushroom Street suddenly rise, microblogging and other shopping guide website to Ali bring prosperity, but also hidden a little insecurity. Li Chengdong electricity suppliers who believe Jingdong, Dangdang different, Taobao is essentially a seller to collect advertising fees based advertising platform. In 2011, CPC (user PPC advertising model effect) revenues accounted for 80% of total revenue Taobao. This requires Taobao has more control over the traffic. And has a higher than Taobao shopping guide website conversion rates, is threatening Taobao, Taobao are diluted flow. With the larger flow and higher conversion rates, some of the Amoy sellers start on shopping guide website advertising, and stopped paying the cost of expensive advertising on Taobao platform. In 2011, the average conversion rate of less than 1% of Air Jordan 17 Taobao, and beautiful, said mushroom Street, the conversion rate of 7% to 8%, Air Jordan XX8 Sina Weibo also has about 4%. Currently, he said the beautiful sites and other shopping guide from the beginning of CPS (actual transaction paid) advertising model, and gradually shift to the CPC-based advertising fee arrangements, which now occupy 50% of the revenue to say beautiful. This will move the Taobao cheese. Moreover, Ma do not want to see social networking sites become Taobao shopping guide external traffic jaws, by its Air Jordan 10 nose. According to a source from inside Ali said that the second quarter of this year, Ma made in an internal speech, beautiful, said mushroom Street, this shopping guide website to be controlled and to prevent excessive external traffic concentrated on a few. Currently, Ali community shopping guide layout is also transferred from the full liberalization of capital investment. A source told reporters, in May this year, Ali side has been expanded with the acquisition of mushroom Street negotiate, but then because of other factors such as price dropped. The Air Jordan 19 biggest competitor of beautiful mushroom Street said, Tencent has also been in the bag next. There is a market analysts believe that Tencent said the beautiful acquisition, or add pro-Ali and electricity provider Tencent external flow of resources Air Jordan 8 Retro stand phenomenon. But before electricity supplier shopping guide, has been in the previous year Phpwind Sing and Tencent owners resources and Ali, who has stand. 5G Consulting founder Bo that, beautiful said Taobao customers from early trading by pumping into revenue, the effect of advertising revenue in transition, which makes beauty is said to have no longer dependent on Taobao. And it was acquired by Ali Sina Weibo, or will become a 'beauty queen said.'