Only 3% Of Taobao Really Makes Money.

< p > recently, the "3. 8" Life Festival, created by < a href= "www.91se91.com/news/index_c.asp" > Taobao mobile /a >, is regarded as "third balls of all the double chromosphere" under the double 12 package and the "quick subsidy for the whole nation to catch a taxi". That is, the Taobao pack March 8th, "invite the whole nation to eat, drink and play".

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< p > unlike previous Taobao activities, this time the activities of eating and drinking 3.8 yuan and big discount only took place on Taobao mobile phones.

This detail reveals the fact that Taobao Mobile has operated independently.

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< p > Taobao mobile head of Taobao should further confirm the independence of mobile phone Taobao: the relationship between Taobao and Taobao is similar to Taobao and Tmall.

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The change of Taobao P is a window for Ali to deal with changes in user habits.

Not only is Taobao mobile, Taobao of PC is also constantly changing to adapt to market changes, and the purpose and result of these changes is to centralization of traffic.

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< p > < strong > danger bottleneck < /strong > < /p >

< p > "only 3% of Taobao really makes money."

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< p > Taobao currently has 7 million businesses, almost all kinds of goods.

However, in the past two years, there are more and more Tucao on Taobao a href= "www.91se91.com/news/index_c.asp" > shop, /a.

"There's only 3% of the real moneymaking businesses on Taobao."

A seller on a Taobao shop told reporters.

Although Taobao has a lot of traffic, there are too many businesses that can pull too little traffic, which leads to higher marketing costs.

Although Taobao is known as a free platform, when the volume of business is too large, free traffic becomes a mirror.

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Less than three years ago, at the annual meeting of the P, Xing Kongyu, founder of the generation, used the "fish in the sea and fish in the fish pond" to simulate the flow cost of independent B2C and Taobao.

Although it seems that Taobao has the highest rate of conversion, the business is becoming more and more difficult.

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< p > a small and medium-sized seller who sells Taobao a href= "http://www.91se91.com/" target= "_blank" > dress < /a > tells June that she used to try every means to get free traffic, and then got the difficulty of getting free traffic, and began to buy through trains and make explosions, though the scale went up, but they did not make money.

In one month, sales of the station stopped, and sales dropped 2/3 directly.

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When Taobao was first founded, P is a free business platform for businesses.

But the logic of the platform is traffic assignment. When the number of merchants reaches a certain magnitude, the traffic allocation mechanism will fail.

Merchants have to spend money on advertising, occupy the pit, buy drilling and exhibition, and go straight through.

When business scale expands further, the location cost of these flows will naturally increase day by day.

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< p > Taobao as a platform, the bottleneck has already appeared.

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< p > < strong > de centralization < /strong > /p >

< p > Taobao traffic allocation mechanism is conducive to its own income, but it implies risks.

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< p > MA has long seen the problems faced by Taobao platform. As early as 2012, it put forward "let Taobao sellers and buyers face to face".

This requirement looks simple, but actually it is very difficult to achieve it.

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< p > in fact, for Taobao, such a traffic allocation mechanism is beneficial to its own income, but it implies risks. In the mobile Internet era, traffic is centralization.

This way of centrally allocated traffic will be replaced sooner or later.

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P, Taobao changed last year.

"Taobao sellers used to look for new traffic every day.

It is very difficult for users to settle down in the seller's store. When a user purchases a relationship with a businessman, the next time the user comes back, some small and medium-sized sellers are unable to identify it, nor can they see how many things the seller bought in their store.

Sellers do not know who their old customers are, and it is not feasible to turn a buyer UV into a user of their shop.

Taobao user operation division director pointed out in the summer that sellers were looking for UV, improving UV conversion rate, without the concept of users.

Now the key to Taobao's change is to sell the seller from UV to user.

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< p > Taobao began to establish membership system for shops.

Taobao's first problem is to help sellers identify their users, followed by different marketing tools for different identities buyers.

For example, an old customer goes to a store and gives different preferential policies according to the consumption history of the old user in the store.

Again, it is to establish a message channel between the seller and the old user, such as a user who buys a fixed commodity in a shop continuously, and this month suddenly does not come, which can be targeted to push or remind the user.

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< p > in addition to old user identification and marketing, data is open.

Take shopping cart as an example, a product that a businessman sells is very popular with users, but maybe the user thinks it is a little expensive, so he put it in the shopping cart first.

In the past, sellers did not know how many people put the goods in the shopping cart.

Now, Taobao reveals the data to the seller, and the seller can use marketing tools to orientate the marketing of these users, so as to promote user pactions.

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Before P, a lot of data related to shops can not be seen by sellers. Even if they see them, they will not be fed back to the instant marketing field, and they will not connect data and tools directly.

In the summer, stores and data were opened to enable sellers to operate from UV.

The Seller becomes less important for the traffic from Taobao, and the traffic flow is the key.

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< p > in addition, it is a change in search.

On Taobao, the proportion of users shopping through search is relatively high.

In the past, users searched for a keyword, and all prices of products were arranged together.

For example, the key word that users search for shirts is cheap and large sales, which will aggravate businesses to sell bargains.

Personalized search is aimed at solving the problem of finding a suitable store for the user and giving more opportunities to those small and beautiful shops.

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In addition to the above changes, Taobao has also undergone a series of other changes last year, such as changing the face of the home page, vigorously promoting the micro game, and establishing the fan relationship between businessmen and users through P.

Taobao wants every business to have its own user base, instead of wasting time on pulling new customers every day, so that traffic will be dispersed into shops.

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< p > < strong > pfer to mobile terminal < /strong > /p >

< p > mobile terminal itself is centralization of traffic and user centered.

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< p > Taobao mobile and Taobao's independent operation is the biggest change of Taobao this year.

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< p > Taobao and Taobao mobile phones are both the entrance and platform of shopping, but the tools and environment of consumers are different.

When we first built Taobao mobile APP, we tried to move things from PC to mobile phones. We soon found that the road was not working.

The reason is that the consumer behavior in the mobile phone terminal is significantly different from the PC terminal. It is very difficult to capture the attention and stickiness of users.

Wu Qian, general manager of O2O division of Alibaba, pointed out how to stick users in the column, public account or activity area of partners, and push him directly to the products that can be consumed. This process is very difficult, and it is more difficult to attract users to the line. This chain is very long.

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< p > Ying Hong points out the difference between the peak period of user shopping, and further explains the difference between Taobao mobile and PC: the peak period of Taobao mobile end and PC side shopping is just the opposite. The peak time of mobile Taobao shopping is noon meal time, and after ten o'clock pm, the weekend reaches its peak, which is the low point of PC end shopping curve.

That is to say, the behavior path of consumers on the PC side and the mobile phone side is just the opposite, which reflects very important mobile characteristics.

"Based on this change, Taobao mobile operation and operation framework is completely different."

Should be macro.

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< p > in fact, the mobile terminal itself is centralization of traffic and user centered.

The characteristics of users' browsing at high frequency and short time require special emphasis on personalization.

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< p > "our personalization will go down step by step.

For example, Taobao Mobile has a column called "good goods". Each person opens a good product and sees different products. This is targeted to users according to their historical behavior.

In the future, all services can be subscribed, for example, a user is particularly interested in singing. There is an entry to KTV in the front page of the user. The user is a food user, and there will be a dining page entry in Taobao mobile phone.

Should be macro.

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< p > the competition of mobile terminals is actually a struggle for user time.

The longer the user stays in a APP, the higher the frequency of the opening will make the APP invincible.

And only more personalized, the user's needs are easier to meet, and the frequency and time of opening Taobao mobile will be longer.

The change of Taobao is actually a mirror image of user's habit change.

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