久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

USEUROPEAFRICAASIA 中文雙語Fran?ais
China
Home / China / Business

WeChat vs Alibaba: Battle of the brands

By Mike Bastin | China Daily | Updated: 2014-03-11 08:57

Tencent Holdings Ltd's recent announcement that it will open up its WeChat brand to business vendors and allow online payment for products and services will certainly intensify the battle with archrival Alibaba Group Holding Ltd.

But is this really a race where the latest technology is key or is it a battle of the brand images?

WeChat's sudden, explosive emergence - launched only two years ago and already boasting more than 300 million regular users - onto the social networking scene, has led to the creation of an extremely emotionally powerful brand. "Fun", "excitement" and, above all, "friendship" and even "romance" are associated deeply with the WeChat brand and its brand experience.

Alibaba, in sharp contrast, has established dominance in China's e-commerce industry and online payment in particular but has developed little or no emotional brand image. The Alibaba "brand", while successful at the moment, relies basically on the perception of "competence" and "trust".

This gap in emotional association between the brands could prove decisive as WeChat continues with ambitious new products and new market expansion plans.

Any technological competitive advantage and trust gained from industry experience that Alibaba may hold at present is likely to be short-lived.

Sustainable competitive advantage can only be maintained with a powerful set of emotional associations in addition to the typical rational values that characterize the current Alibaba brand.

Economic history is replete with examples of the often-dramatic vicissitudes in brand fortunes where over-reliance on rational brand values is concerned. The Nokia Oyj brand capitulation provides a prime example.

This is not say that WeChat's attempted usurpation of the Alibaba brand will be plain sailing. Not at all. E-commerce is still dogged by security and privacy issues, especially where online payment is concerned. Here, the more serious, experienced, mature and rational Alibaba brand maintains a clear advantage over the younger WeChat brand.

However, WeChat's rapidly increasing international presence offers another source of sustainable competitive advantage. More than 100 million people regularly use WeChat from outside the Chinese mainland. Despite ambitious plans and recent announcements, the Alibaba brand has yet to make any significant international inroads in its quest to "go global".

WeChat's international expansion is bound to bring with an increased global brand awareness and a healthy measure of brand credibility.

But, above all, it is the WeChat brand image that results from social networking that will provide an enormous association opportunity.

Integrating the technology to allow online payments and other e-commerce applications with the current messaging service should not prove too difficult, but if brand integration is achieved at the same time, then WeChat and Tencent could even topple the mighty Alibaba.

For this to take place, it is clear that Tencent needs to "stretch" the emotional brand image that WeChat has established in the minds of its regular users and not attempt to develop a separate online payment product brand.

In future, the WeChat brand should also be positioned as an "umbrella" brand that stretches across further additions to the suite of applications offered by Tencent.

At a time when many Chinese companies are seeking to improve their competitiveness with more emotionally positioned brands both domestically and internationally, WeChat sets a perfect example of just how powerful and potentially sustainable a competitive advantage this set of values could provide.

The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer of marketing at Southampton Solent University's School of Business. The views do not necessarily reflect those of China Daily.

Editor's picks
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

    国产91富婆露脸刺激对白| 成人h动漫精品一区二区| 日韩欧美自拍偷拍| 精品一区二区三区视频| 久久精品一二三| 91麻豆精东视频| 亚洲电影在线免费观看| 欧美一级午夜免费电影| 国产一区二区中文字幕| 国产精品久久久久久久蜜臀 | 成人激情免费网站| 一区二区三区美女视频| 欧美高清视频不卡网| 狠狠色伊人亚洲综合成人| 国产精品视频九色porn| 在线亚洲免费视频| 蜜桃视频在线一区| 中文字幕中文字幕一区| 欧美日韩一级视频| 国产在线国偷精品产拍免费yy| 日本一区二区三区久久久久久久久不| 色94色欧美sute亚洲线路一ni| 日韩高清不卡一区二区三区| 久久久www免费人成精品| 99久久久国产精品免费蜜臀| 爽好多水快深点欧美视频| 国产片一区二区| 欧洲色大大久久| 国产一区免费电影| 亚洲午夜电影在线| 国产无一区二区| 欧美日韩在线综合| 国产精品18久久久久久久久久久久| 亚洲色图一区二区| 欧美成人精品3d动漫h| 91天堂素人约啪| 久久成人免费网| 亚洲精品大片www| 亚洲精品一区二区三区四区高清| 97久久精品人人澡人人爽| 男女激情视频一区| 亚洲欧美国产77777| 欧美精品一区二区三区蜜桃视频 | 国产91精品精华液一区二区三区 | 亚洲国产精品99久久久久久久久 | 亚洲一区二区三区爽爽爽爽爽 | 国产一区二区三区在线观看精品 | 视频一区在线播放| 中文字幕一区二区三区在线不卡 | 日韩精品中文字幕一区| 色呦呦国产精品| 国产成人在线免费| 视频在线观看国产精品| 国产精品久久久久毛片软件| 日韩欧美激情在线| 欧美私人免费视频| jlzzjlzz亚洲日本少妇| 国产自产视频一区二区三区| 亚洲夂夂婷婷色拍ww47| 中文字幕不卡在线播放| 欧美成人官网二区| 欧美疯狂性受xxxxx喷水图片| 99久久久久免费精品国产| 激情文学综合丁香| 日韩中文欧美在线| 一区二区三区在线视频观看58| 国产欧美一区二区精品性| 日韩一区二区免费视频| 欧美三级电影在线观看| 91影院在线免费观看| 国产精品99久久久久久有的能看 | 久久蜜桃av一区精品变态类天堂 | 亚洲主播在线观看| 综合久久久久久久| 国产精品视频看| 久久久久久久久久久久电影| 欧美大片在线观看一区二区| 欧美福利视频导航| 欧美日韩一区二区在线观看| 91在线观看一区二区| 成人天堂资源www在线| 国产一区在线观看麻豆| 久久99国产精品久久99 | 国产传媒日韩欧美成人| 老司机精品视频线观看86| 日日噜噜夜夜狠狠视频欧美人| 亚洲精品高清在线| 亚洲精品中文在线影院| 最新不卡av在线| 亚洲视频 欧洲视频| 最近日韩中文字幕| 国产精品国产三级国产普通话三级| 久久久天堂av| 久久久久久久久伊人| www国产成人免费观看视频 深夜成人网| 91精品国产综合久久久久久久| 欧美视频一区二区三区在线观看 | 99精品黄色片免费大全| 大尺度一区二区| 粉嫩av亚洲一区二区图片| 成熟亚洲日本毛茸茸凸凹| 风间由美一区二区av101 | 91香蕉视频污在线| 99精品欧美一区二区三区综合在线| 成av人片一区二区| 91亚洲精华国产精华精华液| 91啪九色porn原创视频在线观看| 色偷偷久久一区二区三区| 欧洲国内综合视频| 欧美日韩另类国产亚洲欧美一级| 欧美精品丝袜中出| 日韩视频免费观看高清在线视频| 欧美一区二区三区播放老司机| 欧美一级专区免费大片| 精品国产第一区二区三区观看体验| 精品久久人人做人人爽| 国产日韩精品一区| 亚洲欧美综合网| 一级中文字幕一区二区| 三级一区在线视频先锋| 精油按摩中文字幕久久| 国产成人精品亚洲777人妖| 成人av在线一区二区三区| 一本大道久久a久久精二百| 欧美视频一区在线观看| 欧美一级高清大全免费观看| 精品国产三级a在线观看| 国产免费观看久久| 亚洲日本在线天堂| 天天色 色综合| 久久er精品视频| 成人一道本在线| 欧美影院精品一区| 日韩欧美一区二区视频| 国产偷国产偷精品高清尤物| 国产精品久久久久毛片软件| 亚洲国产成人av好男人在线观看| 蜜臀91精品一区二区三区| 国产成人在线电影| 91极品美女在线| 日韩视频免费观看高清完整版 | 国产欧美一区视频| 亚洲欧美另类久久久精品2019 | 天堂久久一区二区三区| 国产在线视频不卡二| 成人激情黄色小说| 欧美久久久影院| 国产欧美日韩中文久久| 亚洲综合激情另类小说区| 久久91精品国产91久久小草| 成人h版在线观看| 在线综合+亚洲+欧美中文字幕| 久久嫩草精品久久久精品一| 亚洲欧洲精品天堂一级| 蜜桃久久久久久| 北条麻妃国产九九精品视频| 欧美伦理电影网| 国产精品你懂的在线欣赏| 亚洲成av人片在www色猫咪| 国产美女一区二区三区| 欧美性色黄大片手机版| 久久亚洲二区三区| 一区二区三区在线免费播放| 韩国女主播一区二区三区| 色综合天天综合色综合av| 日韩欧美不卡一区| 亚洲啪啪综合av一区二区三区| 蜜臀va亚洲va欧美va天堂| 色综合欧美在线| 久久久亚洲欧洲日产国码αv| 亚洲综合一区二区精品导航| 国产精品1024| 91精品久久久久久久久99蜜臂| 国产精品亲子乱子伦xxxx裸| 秋霞电影网一区二区| 一本大道av伊人久久综合| 亚洲精品一区二区三区四区高清| 亚洲综合999| av亚洲精华国产精华精| 日韩欧美中文字幕公布| 亚洲精品国产一区二区精华液 | 欧美专区在线观看一区| 国产日韩欧美综合在线| 视频一区二区国产| 一本色道久久综合亚洲91| 久久久久久久精| 日韩精品视频网| 色视频欧美一区二区三区| 久久久不卡网国产精品二区 | 9人人澡人人爽人人精品| 精品第一国产综合精品aⅴ| 午夜精品久久久久久久蜜桃app| 99久久综合国产精品| 久久久噜噜噜久噜久久综合| 日韩av中文字幕一区二区三区| 在线中文字幕不卡| 国产精品久久久久毛片软件| 国产一区不卡精品| 欧美mv日韩mv国产| 日韩在线播放一区二区|