Tmall Moves Towards Customized Shopping Experience Era

< p > Taobao is C2C, but it is not very similar to C2C. It is a small B2C or a non professional B2C.

There is no real sense of C2C in China. Real C2C will develop in the coming years with the rise of China's middle class and the rise of environmental awareness.

But today's C2C is definitely not the real meaning of C2C, the future of e-commerce is C2B.

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< p > nowadays, small and medium sized electricity suppliers are in the stage of price war, while large scale electricity suppliers are platform based competition. The gold traffic age is gone forever, and the homogenization of Tmall's homogenization and competition is becoming more and more obvious.

Tmall, who has always been in the early stage of the evolution of the electricity supplier, has made another step toward the distance and embarked on the stage of finding new business models.

Tmall President Zhang Yong gives Tmall two important judgments in the future: the future of the brand is personalized, Tmall's future is C2B (that is, consumers to enterprises).

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< p > < strong > from price war to C2B < /strong > /p >

< p > Alibaba's every concept of creativity seems to coincide with the change of China's electricity consumption mode.

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At the beginning of the founding of P, Taobao gained a lot of traffic and volume with its price advantage, and the price war started.

Since then, the big Taobao strategy has pformed Taobao from an online platform to an e-commerce infrastructure platform, which helps businesses to enter the e-commerce field at low cost and high efficiency, and also helps traditional enterprises to pform.

SMEs can build an e-commerce platform with the help of the overall solution provided by Taobao.

Big Taobao pressure, red children, Dangdang, Jingdong and other B2C predators take similar tactics to prepare for war, have launched a back-end platform, race logistics construction.

As a result, online shopping enterprises have already competed from the front end of the competition, such as traffic contention, low price fighting, etc., and upgraded to the contest of the supply chain construction of the back end.

In 2012, Tmall set a record sales scale of 19 billion 100 million per day in the double eleven annual carnival of consumers.

In addition, in 2012, the annual turnover of Taobao plus Tmall exceeded one trillion.

These two figures, while shaking the e-commerce industry, also indicate that e-commerce is entering a new era.

Now, C2B has become the next development direction of Taobao.

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< p > > what is C2B mode? Tmall CEO Zhang Yong gives the answer: we think that the statement of e-business, the so-called C2C of the industry or the mode of B2C is in fact negative, and the future e-commerce must be a C2B mode.

In other words, it is a new business mode driven by consumers, through flexible production and efficient industrial organization to meet the individual needs of consumers.

Take Tmall as an example, the way of displaying the entire website and the way of interaction with consumers are still at a very elementary stage.

The whole way of interaction is centered on shelves, whether through search into the page or through navigation into the page, through a shelf center to do a shop display, the display of goods, basically the physical store layout completely pferred to the Internet.

Now what Tmall wants to do is to turn the platform of the B2C brand in the past, and form the brand to the user mode, what kind of products the consumers need. Through the clustering effect of the Internet, the same type of consumers will be included, and the brand will make the aggregation of these consumers. This is the C2B mode.

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< p > < strong > interactive collaborative service is the development direction < /strong > /p >

< p > C2B seems to be becoming a reality in Ali.

In April 8th, Tmall officially launched four major products, including Tmall album, Tmall presale, Tmall special supply and power protection package. Compared to the traditional "Web" display mode of traditional webpage products, Tmall album has pformed the pure lattice shop display to the window display by allowing brands to match their own products. Consumers can choose "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "accessories through different merchant windows, and purchase them in packages or selectively, thus increasing the commodity's own wandering and visibility.

At the same time, Tmall has launched a new pre-sale channel, trying to sell in real meaning, which is to sell products at first, then sell them efficiently, and then organize the efficient supply chain, or the organization of the supply chain has been completed.

Under such a mode, more diversified, DIY products and customized products can be launched. Because of their individual personalities, the Internet will aggregate this personality into a group of similar personalities and form a selling mode of C2B pre-sale and exclusive exclusive supply.

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< p > during the Tmall New Fashion Festival, there were about more than 9000 pre-sale businesses including clothing, home decoration, fashion life, electrical appliances and so on.

Tmall said that the four products will be tried out during the "Tmall new style" campaign from April 8th to April 15th, and will become a normal shopping practice in the future.

And announced that the upgrade shopping experience system began.

This is a substantial step towards the future trend of Tmall's electricity supplier.

This means that Tmall has already got rid of the price war of primary competition in the electricity supplier industry, and the next step of platform competition will be a unique business mode of competition.

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< p > with the development of electronic commerce, its professional division of labor is becoming more and more detailed. Eventually, multiple roles will be formed to work together to serve consumers.

However, e-commerce is still in the form of a bunch of pictures on the Internet, and it is a way of virtual price.

And the understanding of the whole field of e-commerce is also a relatively superficial stage, just a kind of retail and online business method.

Zhang Yong believes that the real line retail should reflect the essence of the Internet.

The essence of Internet is data, because all consumer behaviors, clicks, purchase records and evaluations can draw images of consumers like police portraits.

In this way, you can see how to personalize data.

For Tmall, the goal is to form thousands of thousands of faces Tmall.

Today, on the homepage of Tmall, we can see that some of the content is changed according to consumers, and the future changes will be more.

E-commerce is a combination of e-commerce and commerce, but it is definitely not a replica of business in the electronic end.

The future development direction of electric business will be more dynamic and personalized.

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< p > in the future, whether Tmall or the whole e-commerce will be the perfect combination of business and electronics, give full play to the advantages of Internet interaction, give full play to the interaction between people and objects, interact with people and commodities, and even interact with people, eventually bring about a new business opportunity, and at the same time, exert the essence of business.

The interaction between e-commerce and users is facing tremendous opportunities for change.

From a shelf to a personal interaction, and even into a way of interaction with people, this is a direction.

Zhang Yong said.

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< p > < strong > micro language < /strong > < /p >

< p > @ Li Chengdong V: Tmall's pre-sale mode or a fashionable version of C2B. The pre-sale mode not only changes the user's consumption habits in reverse, but also changes the supply chain and completely subverts the traditional retail sales model. This change is not comparable to the self built huge logistics system.

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< p > @ Chinese household electric business: many products in the home building materials industry are the "fixed products" for the purpose of selling products. If people focus on one day's sales, they may cause great difficulties for subsequent production, logistics and installation services.

Tmall's main promotion of the C2B pre-sale mode has already taken into account these difficulties and has already had a better countermeasure. In addition, it is mainly sold through the way of blasting marketing under the line. Is there anything wrong with it? < /p >

< p > @ Ceng Jianqiang: [C2B: Carnival in the era of personalized consumption] C2B aims to aggregate consumer demand, instead of the traditional shopping center pattern of converging suppliers, converging dispersed consumers and their purchase needs, and negotiating price negotiations with manufacturers for quantity advantage to win the best discount.

At the end of 2012, Tmall and Haier launched a network customized LCD TV activity, which sold 10 thousand units in only 48 hours, and completed the practical training of C2B personalized marketing.

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< p > @ Analysys analyst Yang Xiao: as far as I am concerned, C2B is still at the conceptual stage, not Tmall or other platforms, but whether the production capacity of manufacturing enterprises can meet the requirements of C2B, not only for standardization, but for modularization.

For today's development stage, there are still many areas for B2B to be reclaimed.

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< p > @ UTS electronic commerce Observer: to brand operators, what kind of degree can operators cut to? Through the analysis of big data, making an integrated enterprise solution and shaking up the upstream structure of the brand, we can say that the era of C2B is approaching < /p >

< p > @ your innocence:C2C's trust crisis and unmanageable problems, B2B's narrow customer service problems will eventually give you the opportunity to take off B2C with the advantages of the former two, which is why Taobao will now strongly support Tmall and cut down the root cause of Taobao merchants. The development of e-commerce will gradually B2CBusiness-to-Consumer, at least for the next ten years.

When enterprises do well in protecting personal data, C2B should also rise.

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Liu Wenbin: Shanxi Merchants Network: Liu Wenbin: the crowd who visited Taobao and Taobao every day has already been over 100 million, which produced a lot of consumer data. But Tmall did not simply export the data results to HUAWEI, but also participated in data mining together, including exploring ways to interact with consumers, and how to attract more consumers' attention.

The basic premise of C2B is big data, otherwise it will not be able to crawl.

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< p > @ Yu Lei: the Tmall concept based on the C2B concept is still lacking in business cognition.

Tmall is eager to get rid of the concept of tail cargo platform, but it needs to highlight the function of supporting O2O.

In the course of practicing O2O, I found that the most useful functions seemed to be not Tmall's.

In addition, Tmall's competitors are not Jingdong, but themselves.

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