About Amoy system, there are two small news in the near future. From April 19, Tmall will begin to implement the \”trial operation\” period in multiple industries. Previously, the \”three treasures\”, \”Samou\”, \”single product treasure\”, \”matching treasure\”, \”match treasure\”, \”match treasure\”, \”matching treasure\”, \”unified treasure\”, \”coupon\”, \”Coupon\”, \”Coupon\”, \”Coupon\”, will also be changed from the original charging model.
These variations come to the business side.
Today, in today’s high-level, those conventional goods have rarely have this e-commerce platform, and there is no in the e-commerce platform. Similarly, in today’s naughty, Jingdong, spelling more e-commerce platforms and shake, fast hands and other content e-commerce multi-coexist, the merchant no longer stops its own business in a platform, multi-platform business has become normal.
Kev believes that \”Taobao’s increment is new, new supply\”. New supply is inevitable from merchants. To some extent, compared to the user side, the merchant is the focus of future e-commerce competition. For multi-platform business, which platform is put in more resources and energy? For merchants with differential and uniqueness of supply, which platform is the main position of the operation? This is the key to determining the long-term business situation of different platforms.
How to seize the hearts of the business?
Amoy system started in the past 20 years, attracting the merchant has always been the core strategic task. But recently, a series of changes in Taobao and Tmall is still worthy of attention, and they further release the strong signal to reduce the threshold and reduce costs.
The Chairman of the Alibaba Board and CEO Zhang Yong said at a conference call on April 12th. \”We will first reduce the threshold of commercial access and help merchants reduce business operations.\” At the same time, the company has prepared Billion yuan of funds support new projects will also increase investment to enhance merchant training.
\”Tmall Trial Operation Date\”, which is about to land is an optimization of new merchants. The qualification audit process of new merchants will be further simplified. After seven months of trial operation capacity assessment, it will be officially opened.
In Taobao, \”Sambo You Voucher\” is an important tool for business daily operations. For example, every promotional node, the merchants will play a full-scale coupon such as promotional means to attract consumers, these are through these \”operations Artifacts are set.
For these tool products, Kev is very supportive. \”We hope to help business costs, put things for previous charges, such as shop tools, business staff, etc. These things are actually calculated. In Alibaba’s overall income, I just can’t just need it in the business. I said that it is not the money that should not be charged. \”
In addition, Taobao, Taobao (Abbreviation) The sales transaction brought by Taobao search is in the statistics of Taobao search. Kev said, \”Now we feel that it is a good ecology to the search for the search statistics. AmoyThe transaction of the guests will drive the growth of natural traffic in the station, more merchants will be more willing to promote this reason. \”This also means that although the merchant’s primary appearance is a naughty system, it can still use external traffic, gain higher operating efficiency in the Amoy’s foreign business framework.
In fact, last year double 11 On the eve of the eve, the mobile phone Taobao took the first change: Home cancel the focus map, put the information flow product \”Guess you like\”, users click on the corresponding product picture, will enter an integrated similar product recommendation page, these pages The exhibition is diverse, both video also has pictures.
The positioning of the home page becomes more clear – it is acting as a commodity transformation site, using a more rich media to show your own goods Increase conversion efficiency. From the digital, the hits the hit rate of the entire home page will increase by 20% after the revision, and the user has increased by 20%.
Kapu has recently emphasized the recommended information again. Flowing for the meaning of the merchant. \”In the recommended position, the most popular is basically non-standard, long and tail, and features. For example, it is recommended to sell standardized small appliances, it may be useful, they are enough to get a search position. But for the sale of clothes such as long, non-standard merchandise, it is the most beneficial to benefit, which is one of our waist businesses. \”
At the end of last year, another major change in Taobao App is, upgrade\” Micro Amoy \”to\” Subscribe \”, simultaneous online new content community\” stroll \”. In addition to building content communities, it is also Merchants can strengthen the channels of Taobao live, strolls and subscribe, to enhance the depth operation of fans.
These targeted movements of the e-commerce, it is indeed possible to help the merchant At the same time, it can better respond to industry competition. In the past year, Taobao active merchants have entered the highest record in five years. Just like Zhang Yong said, the most important task of this year is to reduce costs, drop the threshold, create More open, fair, efficient, and to share the platform environment for merchants.
After the glittering, fast hands and other content platforms have been cut into \”e-commerce\”, the outside world is often very optimistic as the traffic value of high frequency use software. But if you look at the Internet from the Internet, you may compare some side. The Amoy platform is not just a traffic field from the beginning, but a \”business field\”.
Popular, you can make Taobao to \”night market street\”, it is not only the sales of the merchant The platform has formed a complete ecosystem of different goods, merchants, and business partners. Taobao has guaranteed user needs and high-efficiency matching of user needs and product supplies from accessing thresholds, operations, search / recommendation, consumer evaluation system. At the same time, a good trading order is established.\”Night Market\”, not only enough to be lively, there are \”smoke\”, business and consumers here’s equity can also be well guaranteed.
Merchant means supplies. The reason why the Amoy platform actively \”reduces the burden\” is because it is for them, the supply is the core competitiveness of the entire business field. Providing convenience for merchants is to strengthen their core competitiveness.
Taobao’s \”business field\” attribute is its important moat.
From the reality factors, Ali Baba’s mobile MAU in China’s retail market last year has exceeded 900 million larger than the larger than 9.4% year-on-year. In other words, the growth rate of the e-commerce user users has slowed down, and it is not only relying on extensive flow growth. How to refine operation is the key to the growth of future business growth.
At this time, Taobao has accumulated the strengths of the business fields that provide a viable breakthrough. Through attracting the merchant to carry out more efforts on the platform, further enrich the commodity pool of the e-commerce, new products and new supply as the growth point of the platform.
As mentioned earlier, after more than ten years of accumulation, Amoy system settled more mature payment, logistics, platform governance, consumer evaluation system, and objectively guaranteeing the Amoy system. Stable and expected business platform. In Taobao, the zero threshold, zero fee, and the whole system are integrated with payment, logistics, and then find the integrated platform for the supply chain, and actually have a comprehensive cost advantage for merchants. In this system, Taobao’s rights protection is also the most complete and most systematic.
In the past few years, Taobao Tmall has about 1 trillion business incrementation every year, and the market has great potential for merchants. Taobao’s \”full supply\” strategy is also attractive to all kinds of destination merchants. In other words, Taobao is a platform for \”the most bias\”. At the same time, Taobao relies on technology and traffic advantages, through data integration and analysis, accurate insight into user needs, providing data support for merchandise supplies.
Amoy is not only in sustained new businesses, but also helps many new busines from small to large, step by step to become a brand. From Taobao to Tmall’s rising channel, not only bring more business options and imagination space, but also riseware the supply pool of the entire Amoy.
In the past three years, 100,000 new brands have been in Tmall. In July last year, Tmall announced the opening of the new brand growth plan, and Alibaba vice President Mall said. \”In the next two years, we hope to hatch more than 100,000 unicorn ‘in 5,000 years, will also help foreign trade The factory has transformed into a brand, achieving more than 10 million yuan of sales of 20,000 companies. \”
The double 11 presented last year is no longer the landscape of the traditional big brand \”dominated the rivers and lakes\” in the early years. The data shows that more than 1,800 new brands are surpassing on November 1st.The double 11 all day in the previous year, the 94 new brands increased by more than 1,000%. Tmall also opened the exclusive marketing track for the new brand, and the \”Double 11 Treasure New Brand\” plan helps new brands to achieve business growth and brand upgrade.
Overall, a large number of new brands have risen in Amoy system. After this, the ability of the Amoy system supports the new brand is constantly strengthening.
Even in the era of eras, the merchant is also difficult to determine the trend of consumer demand, so the data capabilities and consumer insights owned by Taobao e-commerce. Advantages. In the past few years, the Amoy platform gradually went to the upstream of the merchant’s supply chain to help them do new product development, shorten the path from the new product to the explosion. Specifically, from consumers’ precision portraits, positioning, Tour, to new product development, design, marketing, Tmall has formed a complete support process.
At the same time, the most significant difference between the Amoy system is based on the traffic type e-commerce. In the Taobao system, the merchant is not just pursuing a single product to explode, but the deposition of brand minds, get more expected long-term benefits.
After many years of precipitation, branders and small and medium-sized businesses on the Amoy platform set up rich commodity pools, and they can also adapt and lead consumers very quickly because of the openness of the supplies. Changes in consumption habits, high-efficiency matching of supply and consumption.
Jumping out of the industry in this industry, the store, brand that grows in the Taobao system is actually the epitome of China’s consumption change. With the development of China’s economy, consumers’ demand is more and more, and merchants are continuously iterative. Taobao’s largest moat, actually in the process of China’s economy \”Water Fish\”, and consumers, and consumers, and brand and innovative merchants.