What Is Ali'S Internal Injury In Ma Yun Kou?

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Xiaobian of the network to introduce to you is "what is the internal injury of Ali" in Ma Yun's mouth?

I have a friend who graduated from a prestigious school and had an excellent job after graduation, but soon resigned.

"I want to open a Taobao shop," he said.

The store opened up as he wished and sold the girls' matching bags.

In order to open a shop, he invested all the money he had saved in his work. In order to make his parents think he was still a small white collar with steady income, he soaked in a Starbucks far away from home, riding a bike to and from work every day.

There were times when I was very busy at night and saw him writing product descriptions and sending micro-blog posts online.

Under such efforts, business is not so good. Sometimes he complains to me that he can't earn money every day for four or five orders, but then he becomes confident again because "Taobao is always the first thing to do, especially in the case of homogenization."

But at most time, he took a "harassment" method to me: "dear classmates, look at the past, and help me to make a list."

The so-called brush list is through the false purchase to brush the credit rating of the high store, there is no real paction behind the order.

Because Taobao search, the weight of sales accounted for a very high proportion, for a certain product orders quantity brush high, in Taobao search results page in the front row, also got the opportunity to give priority to display.

I was so annoyed, instead, I asked him, why don't you buy a diamond booth (advertised by traffic volume in Taobao) and do not invest in a through train (Taobao's search engine bidding mode)?

He picked up and picked up a backstage screenshot and sent it to me. The screenshots showed that he had invested $720 in a through train advertising fee at a time, bringing the order of 758 yuan, the average investment of one hundred yuan, bringing the business of 100 yuan, and then deducting the cost.

The cost of the bill is 12 yuan per unit (7 yuan Commission, if it is a friend, the 7 yuan is also free of +5 yuan to send the air service fee).

stay

I am not familiar with the concept of brush list in these years, but the perceptual knowledge comes from him directly.

It is said that the sales volume of 40% to 50% of this small shop is from scratch, and the situation of my friend, though extreme, is not a case.

In essence, the phenomenon of brushing up is becoming more and more intense, which is a sign of the end of Taobao's traffic dividend era.

In the early years, there were fewer shops and less goods on Taobao, which was a seller's market. In the golden age, the annual growth of Taobao traffic had made the sellers who had seized the opportunity to make a full pot. But when more and more young people came here to dream of gold, the traffic of big Taobao could not keep up with the increasing speed of the sellers.

As a result, Taobao's entry has been repeatedly broken down, narrowed and become more and more expensive. Many shops can't get access from the platform inside because they can only rely on beauty, mogujie.com and other shopping websites to drain themselves.

More and more young people are dreaming of Ali's gold rush.

If Taobao is compared to a commercial real estate company, when the neighborhood of commercial real estate begins to build a residential area, it means that the flow of people will be more and more. With the increasing number of people, more and more shops are entering, and the limited area is bound to be diverted. At this time, some stores that can not earn money are either subleasing or draining them by sending a publicity sheet and playing small ads.

The developers will jump out and tell you that I will help you build a billboard on the roof, or help you move the store to a better location.

Business is really getting better, of course, on the premise that the rent is going up.

Obviously, Alibaba is not aware of this problem. From this series of actions of the former Ali department, Ma Yun has done two things in recent years. It is nothing more than "finding new entries" + "improving the overall tone of Taobao".

Based on the former, Ali has made a series of big acquisitions.

For example, it has acquired High German map, UC browser, shrimp music and stock Youku potatoes, which is full of news about BAT in the world.

Based on the latter, the concept of "small and beautiful" and ecosystem is put forward by Ceng Ming, chief strategist and chief of staff of the group.

To become an ecosystem, Alibaba should enable a large number of distinctive shops to grow on the soil of Taobao.

However, "small and beautiful" needs a series of institutional support behind, and it is not so easy to implement.

This sounds very exciting information for many small and medium-sized sellers, but in fact, most people are at a loss.

What is small and beautiful? How do you define the characteristics? If you can't sell the shops by sales volume, what kind of evaluation system do you need to build in Taobao to make more rich Shops emerge?

From an external point of view, it is difficult for us to get "Gini coefficient" about the gap between the rich and the poor in the interior of Ali, and it is also hard to say whether there is a "trend of beautifying" in Taobao. From the perspective of the highly centralized entrance of Taobao PC terminal, the real "small and beautiful" is still far from being realized.

In fact, from the internal staff of Ali to the external sellers, everyone has different understanding of the concept of "small and beautiful".

An insider from Ali told me directly, "it is difficult for us to find out a small and beautiful shop through an official definition."

Sales volume is still the most telling factor after the hard debate.

Taobao's "small and beautiful" Tong Ji order

It is probably the best way to let buyers choose sellers and give them back to buyers. For this reason, Alibaba has launched thousands of thousands of faces to de centralization, trying to gain the right to buyers.

However, judging from the actual situation, Taobao's entrance is too deep, and search is still the main way for buyers to choose. This attempt is not successful.

On the other hand, for Alibaba, the urgent task at the strategic level may not be to regulate the seller's behavior, but how to raise capital by the end of 2015.

As an early Alibaba investor, YAHOO signed an agreement with Alibaba in May 2012 to allow Alibaba to repurchase half of YAHOO's 24% stake at its listing price, or to allow YAHOO to sell these shares to third parties when it is listed on Alibaba.

The repurchase agreement is based on a prerequisite for Alibaba to go public before the end of 2015.

This lets Ali internal whole line impetuous, KPI of operation personnel, the weight of sales is beaten very high, every time big promotion, almost is a disguised price war.

Whether Taobao shopkeepers or big Tmall sellers want to get business, without exception, they need to lower prices and match marketing. In contrast, the ideal of hanging in the sky and low price, price war and other real situations make the business more strange: Although many sellers haven't made money, they still go forward, just because the electricity supplier represents "the future".

This is evolving into a small society. Besides the increasing paction costs, Marshall and Pigou's "externalities" are also emerging.

As a spillover effect, Alibaba has led to the development of a large number of upstream and downstream industries, feeding express, customer service and many generation operation companies, but on the other hand, it has also made the gray industry such as brush list, fried letter and bad assessment teacher rampant.

Some employees sweep the snow in front of the door, or accept bribes for the benefit of the seller. In order to eliminate the series of problems, the functions of Ali are becoming more and more subdivided, and there are more and more departments.

Many people attached an empire to Ali. From the perceptual experience, the Empire's current structure of $238 billion seems to be somewhat "rich and poor", and some people have to pay a high price to get on this high-speed train.

Back to the beginning of this article, I wondered if my friend was really excited about the listing business.

That night, I boarded QQ and called to him, "Ali is on the market. What are you doing?"

A minute later, a sentence flew over: "lol 3rd anniversary, I'm queuing up to go to the server.

Listing is not related to our small seller. "

"It is said that it will become more difficult to clean the bill later?"

"Scrubbing is the original sin, it will not be affected, it really eliminates the brush list.

The volume of pactions can fall to a big size. "

He answered.