Singles Day Carnival: Taobao Mall Wins The First Battle Of B2C

　　 Single day transaction volume 936 million

At 0:00 on November 11, 2010, the half price rush of Taobao singles festival was officially opened. The most popular first round of panic buying products is iPad. In almost a few seconds, 5 half price iPad has been sold out.

Next, Taobao mall may not have thought that one day, the 2 stores in Taobao mall had more than 20 million turnover, 11 stores over ten million, 20 stores over 5 million, and a total of 181 stores over one million. A total of 21 million users were involved in the purchase, with a single day transaction volume of 936 million. The figures were quite impressive, and also created the highest level of single day trading volume on B2C online shopping mall.

This is the half off major promotion of Taobao mall with more than 100 famous brands covering all vertical industries such as clothing, shoes, sports, beauty, home textiles, digital appliances and so on. Many hot brands such as Europe, JACK&JONES, BELLE, NINE WEST, ONLY, Adidas, Bosideng, Jomoo king, Disney, NOKIA, Boyang home textile, furniture and so on have been involved.

From the sales point of view, the clothing brand continued the strong market, occupied 5 seats in the 8 million brands, and the amazing achievement of the three home brands of Bo Yang home textiles, X.M.B and mercury home textiles was amazing. As early as noon, the sales volume of Taobao mall Bo Yang home textile flagship store crossed the 10 million yuan mark, which is equivalent to the sum of the sales volume of the two front-line shopping malls under the line. Official data from Taobao mall show that as of 11 p.m. at 4 p.m., Taobao mall, the two day brand shops of Bo Yang home textile and JACK&JONES had more than 10 million yuan per day, and more than 1 million yuan of brand stores reached an astonishing 58, of which 44 were clothing and footwear brands, accounting for nearly half of the half off sales activities of singles day.

Official data from Taobao mall show that as of 4 p.m. yesterday, Taobao stores, Taobao and Taobao, had a single day turnover of more than 10 million yuan, and the number of brand stores that reached more than 1 million yuan reached an astonishing 58.

Unlike clothing and home appliances, the digital appliance industry is mostly limited to half off because of its low profit margin. Even so, netizens also carried out a mad job in the middle of the night. The discount started less than 1 minutes, and Taobao Electric City Baer Ryder sold 300 SC9000 handheld steam gun cleaners, and Galanz microwave oven reached 500 units. In less than 25 minutes, the headset sold 1300 pairs. By 1 o'clock, the Pentium 1.2L kettle has sold 512 pieces, and the multistage cyclone cleaner has 580 items, and the Pentium shaver has nearly 200 pieces. {page_break}

　　 Winning the first battle of B2C

The Taobao club's singles day action has once again made people aware of Taobao's market appeal and marketing strategy. For Taobao mall which just released its domain name in November 1st, singles day Popular promotion It's more like a Taobao's B2C opening game, and Taobao mall, as a part of "big Taobao", has won the first battle of Taobao's entry into B2C field.

In November 1st of this year, Taobao mall announced that it had stepped out of the shade provided by Taobao and was officially launched on its own domain name. Taobao mall has been a sub channel of Taobao before. B2C's business model is like a facade shop mixed up in the stalls. Its efficiency is not very high. Before 2009, its annual contribution to Taobao's contribution was less than 1/10 of the total.

In 2010, when Taobao mall wanted to enter B2C again, more obstacles were discovered. Some traditional B2C websites have accumulated rich resources and strength, and have borrowed platform based operation mode on the basis of the original advantages of vertical field, and increased the introduction of other industries. The Jingdong mall is involved in books and Dangdang goes to department stores. Taobao's B2C road is facing hardships again.

Taobao had to play the last card in the hand, that is, the accumulation of 200 million users on Taobao platform, which is also the biggest advantage of Taobao mall. On the one hand, compared with the previous C2C oriented online shopping form, Taobao mall can provide a more standardized shopping experience with the same price advantage, which greatly increases the choice of consumers. On the other hand, it can achieve one-stop shopping, eliminating the trouble of running between different websites.

"Although independent B2C is doing well in some vertical markets, Taobao should have another opportunity." Yang Weiqing, President of AI consulting, believes that the scale of Taobao's users determines the platform value of Taobao mall B2C. He believes that within Taobao, the size and volume of Taobao mall will definitely exceed that of Taobao C2C in the future.

　 Logistics becomes Taobao's biggest worry

At the carnival of singles day, logistics has become a huge test that Taobao mall has to face and face.

The biggest advantage of Taobao mall is its huge user scale and a good user purchase process, but Taobao still lacks many backstage operation support. "Including marketing from front-end to order processing, customer service response and warehousing logistics, which need to be added a little bit later." Cao Fei, an analyst at Orient Securities, said.

The nature of Taobao mall is platform B2C, and the self positioning of its trading platform causes Taobao to stay away from the back end supply chain system. The industry recognized that in the three core elements of the famous e-commerce information flow, capital flow and logistics, Taobao lacks the ability to control and control logistics.

Liu Lei, founder of XinDa, analyzed the background of "integration" to build logistics and other backstage. Taobao has missed the best stage of B2C development, but if it does not make market share, it will be eaten up by vertical categories.

"The biggest challenge of this matter is that we have to communicate with businessmen and even the upstream and downstream businesses from door to door to integrate the whole industrial chain." A Taobao insider said, "to a certain extent, you can also understand that this is a game of interest in the process of business transformation."