With the advent of the mobile social era, Taobao is facing siege. From the earliest Taobao-type e-commerce to JD.com’s brand e-commerce, to commodity e-commerce represented by Pinduoduo, social e-commerce will inevitably divert seller resources and user resources. The essence of competition is the matching efficiency of logistics/information flow/capital flow.

Logistics and capital flows are basically stable. The core of social e-commerce is to improve the matching efficiency of information flow, just like the Alibaba system continuously optimizes the algorithm of big data to improve the efficiency of crowd matching. Therefore, those who do not understand Alibaba's transformation from search to recommendation, from people who want to buy to people who want to buy, and from a resource-based enterprise to a personalized enterprise will find it increasingly difficult to do so.

The latest comprehensive e-commerce application released by Analysys in 2018 shows that Taobao continues to rank first with 438.6995 million monthly active users, JD.com continues to rank second with 164.7134 million monthly active users, and Tmall continues to rank second with 52.0473 million monthly active users. Active users continue to rank third. For the Taobao platform, the traffic dividend period has passed, so the rules must be changed to adapt to the present.

Since Taobao is well known to the public, for a period of time whoever does Taobao will make profits due to the traffic dividend period. But recently, Taobao's traffic has encountered a bottleneck. The average competitiveness of merchants will definitely increase, and homogeneous products will also flood into this platform. Faced with this reality, for the Taobao platform, it is best to screen out low-quality stores, which is more in line with the development of the Taobao platform. Businesses can make profits and buyers can purchase high-quality goods. Obviously, it is the disappearance of this bonus period that forces the platform to make changes. It is the purification of Ali's ecology, the continuous improvement of Ali's ecology, and the continuous optimization of the entire e-commerce environment.