5 月 14 日消息，腾讯给全体员工发了一封信，宣布要调整微信事业群（WXG）的组织架构。这次调整有个重磅变动，就是专门成立了电商产品部。 这次新成立的电商产品部，主要任务就是在微信里研究新的交易模式，加快搭建交易基础设施，发展电商生态，还要负责运营这些新模式。这个部门由原来 微信开放平台基础部的负责人曾鸣带头。 （图源：百度） 说到微信做电商，其实早有迹可循。2024 年 8 月，腾讯把视频号小店升级成了微信小店，让商品能在视频号之外，像公众号、小程序、搜一搜这些微信场 景里流通。 到了年底，微信还推出了 "送礼物" 的蓝包功能，琢磨着怎么让商品信息在微信生态里有更多传播可能。 就拿这个 "送礼物" 功能来说，有些微信用户打开微信小店商品页面，能看到个 "送给朋友" 的按钮，买了礼物送给好友，对方收到的蓝色礼盒比普通红包还 显眼，点进去能看到礼物详情，自己填收货地址，既保护隐私又省了互相问地址的麻烦。 不过小雷觉得，这个功能用起来有点不方便，因为微信里没有像抖音商城那样集中找商品的入口，而且微信小店入驻的品牌和商品也不算多。 微信电商的成绩单，2023 年视频号销售额过了 1000 亿元，但对于当时坐拥超 ...

Core Insights - The article discusses the competitive landscape of e-commerce in China, particularly focusing on the rivalry between Alibaba's Taobao and Tencent's Paipai, highlighting key events and strategic decisions that shaped the industry. Group 1: Taobao's Strategies and Challenges - In 2006, Taobao launched the "Zhaocai Jinbao" bidding ranking mechanism to monetize its platform after the competition with eBay's Eachnet [1] - The introduction of "Zhaocai Jinbao" faced significant backlash from sellers, leading to a boycott and a mass migration to Paipai due to issues like the closure of Baidu search access and a 5% commission fee that small sellers found overwhelming [3] - Taobao's initial commitment to a free model was undermined by the introduction of paid ranking tools, which created dissatisfaction among sellers [4] - The transaction dispute resolution system was heavily biased towards buyers, further alienating sellers [6] - The "Zhaocai Jinbao" was eventually canceled within a month, leading to the acquisition of Yahoo China and the launch of the "Zhitongche" ranking tool in 2007, which became a well-known feature of Taobao [6] Group 2: Competitor Dynamics - After the consolidation of the e-commerce landscape, the competition intensified, with companies like JD.com carving out their niche by focusing on B2C self-operated e-commerce and building their logistics systems [8] - JD.com, founded by Liu Qiangdong, evolved from selling CDs to becoming a major player in the e-commerce space, securing financing and expanding its product categories over the years [8] - The partnership with Tencent and the acquisition of Qianxun Network further strengthened JD.com's position in the market, allowing it to diversify into financial services and group buying [8] Group 3: Industry Evolution - The article suggests that the e-commerce battle will continue to evolve, with companies needing to adapt to high-frequency and essential consumer scenarios to remain competitive in a saturated market [8] - The narrative emphasizes the ongoing struggle for dominance in the e-commerce sector, indicating that the competition will only intensify rather than settle [8]