2022年1月17日

From “Building walls” to “Tearing down walls” : Platform connectivity creates a new win-win ecosystem

Over the past decade, the Domestic Internet market has developed rapidly, with the emergence of new giants and new tracks. Internet enterprises are competing fiercely in terms of user traffic and duration, and the “wall” of locking traffic pool is also being built higher and higher. As an inevitable choice for high-quality development of the industry, connectivity has become an important starting point for Internet platforms to jointly create a win-win new ecosystem, and the open and inclusive “tearing down the wall” action has followed.

“Tearing down walls” under strong supervision accelerated

For a long time, Internet platforms cannot communicate with each other, resulting in inconvenience for users. In July, the Ministry of Industry and Information Technology launched a campaign to clean up the Internet industry, focusing on problems such as maliciously blocking web links and interfering with the operation of other enterprises’ products or services.

In September, the relevant departments of the Ministry of Industry and Information Technology held an “administrative guidance meeting on url blocking”, and proposed compliance standards for instant messaging software, requiring all platforms to lift the blocking standards by September 17. Companies attending the meeting included Alibaba, Tencent, Bytedance, Baidu, Huawei, Xiaomi, Momo, 360 and netease.

On November 29, wechat released an update statement on the Content Management Standards for wechat External Links, announcing further connectivity plans under the guidance of regulatory authorities. Direct access to external links will be available in peer-to-peer chat scenarios, and direct access to external links in e-commerce will be piloted in group chat scenarios. This move not only represents that users can freely jump between wechat and e-commerce products, but also is an important measure of the Internet giant to break down the “invisible door”.

Some e-commerce experts said that wechat private domain traffic strong, high conversion rate, ecological health, is a lot of Internet platform to seek the second growth of users depression. E-commerce platforms will benefit most from the opening of external links. Cui Lili, executive director of the Institute of E-commerce at Shanghai University of Finance and Economics, said in an interview with the media that more external links can be accessed based on wechat ecology, especially the links to open e-commerce platforms in the context of group chatting, which will more closely combine social networking and e-commerce. “This will help more merchants carry out e-commerce business based on wechat ecology and form a closed loop of community-based private domain operation. For wechat, commercial activities on the platform will be richer and more active, giving the wechat platform more advantages in information distribution, especially in advertising push.” Cui Lili said.

There is still a long way to go to connect platforms

At present, most platforms have removed the external chain shielding, but incompatible situations still exist. For example, it is difficult to share the content of video platform directly on social platform, the payment method of social platform cannot be easily realized on shopping platform, and the links of shopping platform need to be detour to enter social network…

Why is it hard to tear down walls? How to realize the interconnection of giants? Wu Hequan, an academician of the Chinese Academy of Engineering, said in an interview with Shell Finance that “interconnection” means that since enterprises want to build a public platform, they cannot restrict other enterprises’ forwarding and redirecting. Miit proposes that connectivity is more about building an open and win-win environment.

Zhu Keli, executive director of the New Economic Research Institute of The National Research Institute and chief researcher of the New Economy Think tank, also said that it will take some time for Internet platforms to actively integrate into the general trend of connectivity and adapt to the dynamic situation. Although there is still a long way to go to demolishing the wall, a gradual dismantling of platform barriers and orderly promotion of connectivity will provide a better and more convenient user experience and promote competition. The current policy measures can be said to be an important step towards ecological openness of the Internet, which is of positive significance for promoting Internet enterprises to embrace the new development pattern and improving the Internet ecological environment.

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