Ma Yun: Taobao Model Behind The New Power, The Rise Of Micro Business

Since last year, Wang Yulei, President of Tmall, has been dismissed from the job, which has attracted the attention of the industry. After that, Tmall President Wang Yulei was dismissed and Zhang Jianfeng ruled Tmall, Taobao and Juhuasuan.

In addition, Alibaba group integrates Taobao, Tmall and Juhuasuan into Alibaba's China retail platform.

On the other hand, Taobao's 3.18 life festival ended in a cold and cheerless way, and Taobao's ability to build up products was inferior to that of Tmall.

In my opinion, these details reflect that Taobao is facing increasingly difficult predicament.

Ali grew, fat Tmall, and lost Taobao.

We know that Taobao's growth is the support of Taobao C store sellers. Taobao's over 8 million of small and medium-sized sellers have built the cornerstone of Taobao business ecosystem.

But since Tmall's independence, traffic, resources and policies have been tilted to Tmall's big brand sellers.

Double eleven is typical. Tmall has set up a higher game threshold. All the ads and store front page topics and front-end of the store will point to the big businesses of eleven big stores, and connect with them to carry out traffic introduction. However, compared with Taobao, two or two of them are left behind.

We know that Tmall has been effective in the quality of the line, whether Apple, PRADA and other high-end brands have basically been Tmall, it is understood that only the United Kingdom.

It has reached more than 130.

In the early March, Tmall changed Tmall's independent investment rules and changed it into targeted investment, which directly promoted the threshold of Tmall entry and strengthened the quality control of the platform.

It can be said that Tmall is forming a platform for domestic and international high-end brands, and Tmall is also remodeling its international image on the road of pursuing quality.

But look at Taobao, the industry knows that in January this year, the SAIC issued the targeted monitoring of online pactions in the second half of 2014, showing that Taobao ranked the bottom of all electronic business platforms with the "37.25%" rate of genuine products, triggering a war between Taobao and SAIC, and even led to a sharp fall in the share price of Ali.

With the listing of Ali, Taobao seems to be a stumbling block on the internationalization of Ali. Compared with Taobao's widely criticized fake products, Tmall is in favor of it and Tmall is also responsible for Alibaba's brand remodeling.

Nevertheless, the two "Sons", Ali, can not be too obvious favouritism. We must know that the huge volume of traffic generated by Taobao is one of Ali's core assets.

Ali's flag

Tmall, Juhuasuan keyword advertising, commission, marketing costs and value-added revenue come from Ali traffic realisation, that is, Ali will flow to various platforms, advertising and other forms of distribution to the shops under the platform.

And Ali's traffic is mostly generated by Taobao's small and medium sellers, rich merchandise categories and sellers. Here attracted and accumulated a large number of active buyers traffic. This part of the high quality traffic has been pformed into Tmall, Tmall's big brands pay for it and converted to Tmall's trading commissions, which accounts for almost 25% of Alibaba's revenue.

One problem that can not be avoided is that micro businesses are eating up the traffic and sellers' market that originally belonged to Taobao.

Not only does micro business include businesses based on WeChat service numbers or friends circle, all kinds of mask businesses, skin care products, overseas purchasing, high imitation goods, etc. it also includes Jingdong micro stores, pocket shopping, big V shops, etc.

It reminds us of some scenes of Taobao's fiery.

We see that at present, various fairs, sharing sessions and micro business forums related to micro businesses are hidden in big cities, but most of them are also small sellers. The quality of commodities can not be controlled and Shanzhai is rampant. At present, they are caught up in many difficulties such as killing and pyramid selling. Their credit system and business assessment system need to be standardized and have many problems. This is more than the chaos that Taobao faced in the early stage.

But this is just the chaos of traditional micro businesses.

In the early stages of development, there are immature and exploratory processes. Since 2016, the new forces have completely broken the chaos of traditional micro businesses, and are taking the lead in the micro business market with brand-new product strength, team strength and marketing power. Among them, V plastics, represented by moron international, stands out in the micro business chaos. At the beginning of the year, it became a billion dollar explosive product. After that, the general manager, the famous actor Yang Jingjing, acted in the movie "my little girlfriend" and received great concern from netizens, and then worked with Hongkong IMA strategic cooperation. This is all the great action of V.