After Alibaba officially announced the launch of the Taobao Special Edition APP on March 25th, Ali recently went further and launched an attack on Pinduoduo and JD.COM.
On April 14, Taobao Special Edition released the Weibo, announcing ten measures to help foreign trade factories to switch to domestic sales, including zero threshold for foreign trade factories to settle in, Taobao Special Edition assisting foreign trade manufacturers to complete shop infrastructure, providing free training for merchants to switch from foreign trade to domestic sales, opening a special zone for foreign trade to domestic sales to bring accurate traffic of 654.38+00 billion yuan to merchants, and starting a subsidy of 1 100 million yuan to encourage consumers to spend.
In addition, Taobao Special Edition will use Alibaba's financial platform (online merchant bank) to provide financial support for foreign trade manufacturers, reduce the financial pressure of merchants, and also provide high-quality logistics services for foreign trade manufacturers with preferential rates.
It is worth mentioning that Taobao Special Edition will help foreign trade factories to upgrade C2M digitally, use big data technology to make manufacturers produce explosive products that adapt to the trend, reduce inventory, actively promote foreign trade factories to fully join the "Super Factory Plan", help businesses become "Super Factories", and create a number of digital industrial belt clusters with an output value of over 10 billion, that is, the 10 billion production area plan.
Figure/Taobao Special Edition Official Blog
Previously, together with Taobao Special Edition, there were "Super Factory Plan" and "Billion Production Area Plan", which were also called the three pillars of Taobao C2M strategy. Among them, Taobao special edition is the demand side, showing goods to consumers, and super factories and billion production areas are the suppliers, responsible for the supply of special edition goods. These three measures are equivalent to building a closed-loop C2M ecosystem.
According to Hai Wang, vice president of Alibaba and general manager of Taobao C2M business department, in the next three years, Taobao C2M's strategic goal is to help 1000 industrial belt factories upgrade to "super factories" with an output value of over 100 million yuan, create new orders for industrial belt enterprises, and focus on building 10 digital industrial belt clusters with an output value of over 10 billion yuan nationwide.
Figure/Taobao C2M Raiders
Ali never does business at a loss.
Alibaba has never done a loss-making business, and this time will be no exception. In the Internet age, the most important thing for enterprises is traffic. As long as there is traffic, creating revenue is a matter of minutes. Even Internet giants, such as Ali and Tencent, can't avoid customs. The essence of Ali C2M strategy ultimately boils down to flow.
I've heard many concepts such as B2B and B2C, but it's the first time I've heard of C2M. So what is this concept? Why does Alibaba focus on this field?
According to Manager magazine, C2M is the abbreviation of English customer-to-anu manufacturer, and it is a new business model of industrial Internet e-commerce, also known as "short-circuit economy". It was put forward by Bi Sheng, the founder of necessities mall, on 20 13. It refers to the user-driven reverse production mode in modern manufacturing industry, that is, the user's demand is collected first and then the production is carried out.
The traditional mode is that the products produced by the factory are put into storage first, then transported to the warehouse of the dealership, then to the wholesaler, finally to the retail terminal of the supermarket or small shop, and finally purchased by the consumer. C2M can save many links, including wholesalers and retail terminals, which means that the goods will be cheaper and the inventory of goods can be reduced.
Alibaba's strategic layout of Taobao C2M is mainly based on the following points:
As far as its own situation is concerned, the scale of Taobao users is close to the top. In order to make a breakthrough, it must be changed on the original basis. Alibaba's annual report shows that by the end of 20 19, Taobao had more than 900 million monthly users. At present, the number of netizens in cmnet is 847 million, and the number of Taobao users is close to the top.
Pinduoduo, which started from the sinking market and featured with C2M, developed very fast, which made Alibaba feel the crisis. According to App Annie's ranking of global popular applications in the first quarter of 2020, Pinduoduo's monthly active users rose by two places, surpassing Taobao to rank ninth, while Taobao dropped by two places to rank tenth. This is the first time that monthly active users in Pinduoduo have surpassed Taobao. However, this list was dramatically withdrawn by the authorities.
Although it was withdrawn from the list, there is no doubt about the rapid development of Pinduoduo. The rapid development of Pinduoduo has made many businesses see opportunities, just like sharks smelling blood in the water have moved to Pinduoduo. According to the research results released by Super Symmetry Technology (SST), an intelligent data service provider, in March 2065438+09, the proportion of users who have installed Taobao in Pinduoduo has reached 80. 1%. Recently, it was reported that the overlap between Pinduoduo users and Taobao users rose to 93.3%, which sounded the alarm for Alibaba.
It can be seen that Alibaba develops C2M not only for new increment, but also for maintaining stock, which means that a new round of battle for e-commerce platforms such as Taobao, Pinduoduo and JD.COM has begun. This time, Taobao C2M was interpreted by the industry as confronting Pinduoduo head-on.
It is worth mentioning that on the eve of the special edition of Taobao APP, Pinduoduo Xiaoer and Juhua Xiaoer tore each other. According to the employee posts on the pulse, the mobile phone Taobao App of Pinduoduo Xiaoer and his family was recently "risk controlled" by Taobao, and the accounts with the same IP address were banned by Taobao, so employees in Pinduoduo could not use many services, including the subsidy of 100 million yuan, the monthly card for saving money on Taobao, Tmall Supermarket and so on.
Subsequently, Juhua officially responded that Pinduoduo employees are very welcome to shop in Juhua, but we will always say no to all violations! It also indicates that a large number of unidentified "users" registered in a certain area continue to use various means to grab platform information and obtain preferential subsidies, so it is cost-effective to restrict such violations.
Pinduoduo responded that Pinduoduo Xiaoer was curious about how Taobao copied many orchards, subsidized tens of billions (transformed into a limited edition), and saved money on monthly cards. At the same time, it was revealed that the Taobao account of Eto employees located downstairs of Pinduoduo headquarters was also banned.
The two sides have a strong smell of gunpowder, and the reason is ultimately the traffic dispute of "sinking the market".
Pinduoduo users range from 300 million to 600 million.
Pinduoduo was established in September, 20 15, with the orientation of "social+e-commerce". By allowing users of Pinduoduo to share products and link them to WeChat platform, users can get goods for free or at preferential prices, and these users are mainly concentrated in sinking markets such as the third and fourth lines.
20 18, 18 At the end of February, Pinduoduo released the "New Brand Plan", which will support 1000 factory brands covering all industries, help brand factories reach 386 million consumers more effectively, embrace the domestic demand market and cultivate brands at the lowest cost.
According to Manager magazine, Pinduoduo will provide big data support, expert diagnosis and R&D advice for these brands, and tilt traffic and recommended resources within a certain range to increase product exposure and support brand building.
Dada, co-founder of Pinduoduo, said: "Based on the innovative supply and demand model of new e-commerce, Pinduoduo is committed to promoting the supply-side reform of small and medium-sized manufacturing enterprises through demand-side reform, giving full play to the platform advantages of the Internet and returning value to both production and consumption."
Undoubtedly, the essence of Taobao C2M strategy is the same as Pinduoduo's "new brand plan", but Pinduoduo has been deeply involved in this field for a long time and has further upgraded it. On June 5438+February last year 10, Pinduoduo established a "new brand alliance" with the municipal government of gaomi city, Shandong Province, to accelerate the digital transformation and upgrading of the local home textile industry.
Photo: official website, Pinduoduo
According to the data of Duoduo official website, by the end of 20 19, more than 900 enterprises had participated in the customized research and development of the "New Brand Plan", with full members 106, and 2,200 customized products were launched, involving nearly 20 categories such as home appliances, home textiles, department stores and digital products. The cumulative order volume of customized products exceeded1.60.
In addition to consolidating its position in C2M field, Pinduoduo also launched fierce attacks on established e-commerce platforms such as Taobao and JD.COM, and Taobao's counterattack was not surprising.
Undeniably, Pinduoduo's products gave people a low impression at first, and the low-priced products gave people a false impression, and the quality did not dare to hold too much hope. After all, what kind of products correspond to what kind of prices, but this situation has improved after the introduction of tens of billions of subsidies.
From June, 2065438 to June, 2009, Pinduoduo launched a subsidy of RMB10 billion, and tried out unlimited subsidies for the best-selling goods in the whole network, so that the brand goods covered by this activity could achieve the lowest price in the whole network.
Take the iPhone SE released by Apple this time as an example. Tmall Apple's flagship store costs 3,299 yuan, and each iPhone SE in Pinduoduo subsidizes 400 yuan, which means that you can buy a new Apple mobile phone for 2,899 yuan, and many versions are the lowest price in the whole network.
I have read such a joke: Taobao is a variety of coupons every time, but it is not used much when paying, and finally it is not much cheaper; JD。 COM coupons can make consumers more or less cheaper, although not much, but better than nothing; A lot of goods are relatively simple and rude. It is spelled directly, and the price displayed after the spelling is how much. At the same time, it can be used with coupons, and goods can often be bought at a "low price", so many consumers call Pinduoduo "fighting dad".
In this regard, the author can only describe Pinduoduo in one sentence-simple and rude, but very practical. In the past, the most frequently heard line in many advertisements was APP Pinduoduo, which was used by 300 million people. Now this advertising slogan may have to be changed.
According to the data, since the implementation of the subsidy of1000 billion yuan, Pinduoduo has added 5,365,438+million active users in the third quarter and 48.9 million in the fourth quarter, achieving a net increase of more than 654.38+billion active users in the two quarters. Pinduoduo is only 65.438+04.8 million away from the 600 million active users mark.
Although there is still a gap between this data and the data of more than 900 million active users of Taobao, it has already caused a certain degree of direct threat to Taobao, so Taobao's C2M strategy has come into being.
Can Ali achieve greater success?
Some people say that Ali's growth history is the growth history of Ma Yun. In 2003, Ma Yun founded Taobao and began to rob Ebay and C2C markets. It coincided with the SARS period. Similar to the current situation, the government called on everyone to "stay indoors and take a walk", and Taobao ushered in a golden period of development.
In 2008, Tmall's predecessor Taobao Mall was born. This is an independent unit of Taobao. It is a high-end platform that Ali is trying to build. At that time, it coincided with the global financial crisis, and now the development of Tmall is already obvious.
On February 5 th, Nail surpassed WeChat for the first time, ranking first in Apple AppStore. On February 17, all provinces in China 19 began to use the nailed platform for returning to work. On March 23, nail data showed that online meetings initiated by enterprises exceeded 20 million in a single day, exceeding 654.38 billion person-times, and they are still growing rapidly every day.
Ali's growth history reminds me of a sentence in the example-he was ordered by the defeated army and was ordered by the crisis. He was appointed as the defeated army, which means that Liu Bei defeated Changbanpo and Zhuge Liang was ordered to go to Soochow. But when he was ordered to face danger, Liu Bei was defeated in the battle of Yiling and was dying in Baidicheng. Liu Bei left Liu Chan and Zhuge Liang alone.
The similarity between the two lies in the similar situation and the same danger. Although the epidemic is a crisis, it is also an opportunity. As the Book of Changes says, "Poverty leads to change, change leads to communication, and the general rule lasts for a long time."
This sentence means that when things get to the extreme, they want to change in order to get access. The reference significance for real life is that when enterprises/people are in trouble, they will try to change the status quo for development.
Ali has made great achievements in every change, which depends on the long-term strategic vision of Mr. Ma, the decision maker, and also makes it stronger. Now Ali has launched Taobao's C2M strategy, which actually has three elements to win a battle-time, place and people.
Any crisis means both difficulties and opportunities, and this COVID-19 epidemic crisis is no exception, especially for well-known enterprises like Ali, who are good at making rapid progress from difficulties. The soaring user data illustrates this point well.
Taobao C2M strategy was decided by Ali in June 65438+February last year. Fan Jiang, then president of Tmall and Taobao, issued an internal email announcing the organizational upgrading of Tmall and Taobao: Tmall Group established home improvement group and FMCG group, and Taobao Group established C2M business unit to better implement the overall new consumption and supply strategy of Ali Group.
Affected by the COVID-19 epidemic, when the domestic epidemic broke out in the first half of the year, domestic foreign trade factories could not resume work in time, missed many foreign orders and lost a large number of orders; In the second half of the year, COVID-19 epidemic broke out all over the world, and a large number of overseas orders were delayed or even cancelled, which brought unprecedented challenges to domestic foreign trade factories. The transformation to domestic sales has become an important way for domestic foreign trade factories to break through, and Taobao C2M strategy is undoubtedly the lifeline for these manufacturers.
This also means that Taobao C2M has gained the advantage of living in harmony with people. In addition, Taobao's brand advantage, user advantage and geographical advantage are its geographical advantages.
Compared with Pinduoduo and JD.COM, Taobao's brand advantage is more deeply rooted in people's hearts. Consumers often choose Taobao as the first choice for online shopping, and the number of active users of Taobao ranks among the best in domestic e-commerce platforms.
Alibaba's annual report shows that by the end of 20 19, Taobao had more than 900 million monthly active users, while according to the statistics of Lianshang.com Retail Research Center, the number of active buyers for many years was 585 million, and the number of active buyers in JD.COM was 362 million. It is clear at a glance which of the three is strong and which is weak.
However, although Ali's new Taobao C2M strategy already has the success factors such as favorable weather, favorable geographical location and harmonious people, it does not mean that it will be successful. After all, success is never achieved overnight, not to mention that it faces many strong competitors, such as Pinduoduo, JD.COM, Tokyo, Suning C2M Ecology and so on.
Graphics/network
Take Tokyo Hi as an example. During this year's epidemic, Jingxi Live launched seven policies of "zero threshold, audit-free, zero fee, tens of millions of traffic support, free training, localization service and live broadcast shop mode" to help businesses quickly broadcast and promote and open up sales. Similar to Taobao C2M strategy, it is also a long-term multi-strategy to help suppliers and help exporters turn to domestic sales.
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The layout of Ali, JD.COM, Pinduoduo and other key areas in C2M, both for consumers and foreign trade manufacturers, has more advantages than disadvantages, and at the same time, it has also impacted the traditional relatively weak brands.
First of all, goods directly reach consumers from manufacturers, eliminating all kinds of circulation links, which means that consumers can buy affordable products at preferential prices; In addition, the major platforms will definitely introduce corresponding subsidy policies in the future. Readers can recall the competition between Didi and Uber in the travel market, or think about the situation that mobike and ofo just launched bicycles.
Secondly, it is a great opportunity for manufacturers, especially foreign trade manufacturers. It can be boldly predicted that a number of new brands will rise against the trend in 2020. Manufacturers need to deeply ponder the preferential measures of major platforms and choose the most suitable platform in combination with their own positioning, rather than the best platform. Believe that what suits you is the best.
Finally, for traditional brands, especially those that are not well-known, if they can't make timely adjustments and change their business strategies, including selling products through online and offline channels, I am afraid that the future will really slowly decline, especially at this bad time.
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