Taobao Has Split Into Three Behind The Scenes Mystery.

In June 16th, the Alipay license problem was not yet settled. The Internet industry's contention over the VIE architecture (protocol control) and the spirit of contract has not yet come to an end. But the Alibaba group, which Ma Yun is in charge of, has started a new big move: splitting Taobao network and pforming big Taobao into Big Ali.

Taobao said that the spin off is to ensure more accurate and effective service to customers and ensure Taobao's continued competitiveness and endogenous innovation capability.

Shao Xiaofeng, senior vice president of Alibaba group, said: after splitting, three companies can bring consumers more targeted and better experience.

Ma also pointed out that Taobao will be more flexible and more focused on management when it is split into three, so that its core competitiveness can be fully built. The subsidiary business will continue to develop rapidly and better meet the diverse needs of the segments of consumers.

Why did Ma Yun split the Taobao at this time? Is it for Taobao mall or Taobao network?

Mysterious one: one demolition to three is actually a crisis public relations initiative.

Beginning in June 12th, Hu Shuli wrote an article entitled "

Mystery two: one is divided into three, not listed in the short term.

Is Taobao's spin off for the split Taobao or Taobao mall listing? From the long-term development of the company, or so, but in the short term, at least one or two years of time planning, it is not for the preparation of the listing.

On the one hand, at the end of January 2011, Ma had publicly stated that the listing of Affiliated Companies would be postponed indefinitely.

In the coming years, the group will strengthen investment in e-commerce infrastructure, such as logistics, data flow, small businesses and financial support for entrepreneurs, so as to improve the ecosystem of e-commerce in China and enable more enterprises to conduct e-commerce at lower cost.

On the other hand, since the beginning of 2011, a new round of Internet bubble has followed. At present, China's concept stocks collectively face a trust crisis. In 2011, although many companies are listed, they are generally unable to escape the fate of breakage. Under such circumstances, whether Taobao or Taobao mall is going to be listed is not a good time.

Most importantly, the current Taobao network is not bad money. According to the data of Ai Rui Tong, the total revenue of Taobao in 2010 was nearly 4 billion 500 million yuan, of which about 80% was advertising revenue.

Since 2011, China's overall marketing resources are scarce, and the overall price of online advertising resources has generally risen. Taobao's overall revenue is still rising, plus Taobao Commission's revenue from merchants. Taobao does not come from the pressure and demand of listing financing.

Mystery three: three, Taobao mall becomes the new favorite.

Taobao has been defined as C2C for many years, but in essence it is a mixture of B2C and C2C.

For the Department of Ali, it is an electric business predator integrating B2B, B2C and C2C. The "big Taobao" of the hybrid has highlighted the bottleneck of growth, and all kinds of fraudulent and fake products emerge in an endless stream. The B2C mode is becoming mature under the drive of Dangdang, excellence, Jingdong, Vancl, dream bazaar and red children. Under such a background, Taobao mall has entered a period of benign and high-speed development.

According to third party data, Taobao mall accounted for 31.4% of the market share in the first quarter of this year, while last year's Jingdong market share was only 10.2%.

From the perspective of investment safety and compliance with the trend of the development of the electricity supplier industry, Taobao mall will become the leading hub, and will become the core hub of the B2B2C mode of the Ali system. One point is three, which will help Taobao mall throw away the negative burden of C2C Taobao network and "light up the battle array".

In addition, one point is three, which means Ma Yun wants to carry out new deep tillage in three fields: shopping search, C2C and B2C, and has achieved full coverage and circumference in the mode of e-business.

Mystery four: once the team is divided into three, users of the team will benefit from it.

Through splitting up, "the three armies march into the Central Plains", whether it is Taobao, Taobao mall or a panning network, will have independent growth imagination and the possibility of listing. This will also provide new impetus for future employee motivation and business and service innovation. For online shopping users, after the split of Taobao mall, it is conducive to the healthy development of B2C. It also helps Ma Yun to manage counterfeit goods solely for pure C2C Taobao. By splitting the business, the original user, paction information and business advantages of Taobao network will promote the development of B2C, shopping search and development, continue to retain users, but also effectively resist external market competition. The separation of Taobao will bring benefits to three business management teams and online shopping users: for the management team.

If Taobao has occupied the mainstream market of e-commerce in China with the concept of C2C before splitting, then the pattern of online shopping market in the future will gradually shift from C2C to B2C, and the security and trustworthiness of online shopping will also be greatly improved.

Mysterious five: one is divided into three, Ali's open strategy.

Strategically, the big Taobao model is fading away. The Taobao mall will become the new favorite, and will become the core of the strategy of grafting Ali. The so-called Big Ali strategy is actually an open strategy, which is to share all the resources under the Ali system with all the business participants, including consumer groups, businesses, manufacturing industry chains, integrating information flow, logistics, payment, wireless and cloud computing services that provide data sharing.

As a platform manufacturer of the Internet in China, Baidu and Tencent have released their own open strategy in a high-profile manner. Sina micro-blog, Shanda, Renren and others have also opened up, and Ma Yun has slowed down the pace of her opening strategy.

By splitting, it will undoubtedly lay the foundation for the opening of Taobao mall. Of course, opening up will not only realize the dream of "no business difficult for the world", but also bring differentiated and personalized experience to online shopping users to meet more long tail needs. But from the present perspective, the strategy of Big Ali has just started, and the opening intentions and pattern objectives of Taobao mall are still uncertain.