"Double 12" Is Coming To Ma'S New Taobao Game.

In December 3rd,

Hangzhou held the Taobao "double 12" strategic press conference. Taobao President Zhang Jianfeng told the twenty-first Century economic report that unlike previous sales and innovation marketing, Taobao double 12 this year is intended to provide consumers with unexpected new life experiences.

If we say "double 11" belongs to Tmall, for brands, then "double 12" belongs to Taobao, aiming at small sellers.

Alibaba's competitors focus on sales scale and marketing innovation. Jingdong said it will launch four major gifts in December, including Angel giving love, lucky draw, service upgrading and membership yield.

On the 10 th, ~12, consumers of four places in Beijing, Shanghai, Chengdu and Guangzhou will have the opportunity to receive the parcel handed by the "love angel" by fashion girls, after buying products in the Jingdong mall.

In addition, users who receive the "angel love" delivery will have the chance to get a gift coupon valued at 360 yuan from Jingdong, and will send 8 Mercedes Benz Smart cars.

Gome online has launched the "crowd raising love win 1212 red envelopes". Users can get more red packets through the circle of friends raising the "love" way, the amount of red envelopes is up to 1212 yuan. Gome online has also reached a strategic cooperation with the upcoming movie "micro love", playing cross-border marketing.

It seems that after the rise of Tmall, the importance of Taobao has been greatly reduced, because with the development of e-commerce, B2C has become more mainstream than C2C.

In fact, for Taobao, Ma Yun has high expectations, even more than Tmall.

From C2C to B2C is the two stage that the physical electricity supplier has gone through. But with the development of mobile Internet, service providers, namely O2O, will become a new area for the growth of e-commerce. In the era of O2O, the game has changed, and C2C has returned.

Mobility

Taobao mobile and Alipay wallet are the two most important mobile applications of Alibaba.

In the mobile era, the biggest challenge for Taobao is the entry problem:

Compared with micro-blog mobile QQ and Taobao, neither mobile phone Taobao nor Alipay purse is a high frequency application.

This is different from the PC era. As an e-commerce website, Taobao traffic ranked the top three in China's Internet websites, and the top two were Baidu and Tencent.

In front of all APP, there is a general entry, that is, software plus hardware.

For example, apple, in the "hardware + software + Internet services", apple actually provides "software + hardware", most of the Internet services are provided by third party developers, and the same is true of the future structure of millet, which has formed a strong entry.

Because of this, Ma Yuncai placed the expectation of "going to the South" to "burn the Antarctic", and invested in products such as Sina micro-blog and unfamiliar street.

"Many people will say last year how Taobao Internet commerce platform competes with social media in this wireless era."

Zhang Jianfeng said, after a year's development, the answer has been very obvious. Electronic commerce, no matter in the PC end or the wireless terminal, is not the flow that can be solved.

There are two reasons, one is specialization.

There is a unique advantage that has a very large and high quality commodity library; two, data structure, no matter whether a garment is good or not, an electric appliance has brand, material, style, price, user phone, postal address, and the most convenient time to receive goods. The data are very structured, and efficient navigation can be carried out on structured data.

WeChat and other social networking applications have also entered the electricity supplier, Zhang Jianfeng believes that first of all, the number of commodities is not enough, it is difficult to form massive commodity data in the short term, followed by structured data, which is a problem that can not be solved in a short time.

For Taobao, perhaps the challenge is not from companies such as Tencent or Jingdong, but rather entrepreneurial companies like pocket shopping. Unlike the PC era, the mobile era is more dispersed, the entrance is not monopolized, and more and more socialized resources are available. These innovative companies may have access to opportunities in a leading mode.

Zhang Jianfeng said that Taobao has made many explorations in mobile technology, and has planned at least two stages.

The first phase began last year, with the goal of moving Taobao's shopping function from PC to wireless.

This stage has been phased in success. From the traffic distribution perspective, the current mobile terminal traffic has been peer-to-peer with the PC side, and is growing faster.

The second stage is to enrich the experience, let Taobao platform from "buy" to "stroll" Transformation: in the past is just shopping, user retention time is short, now it is to go on ramble, the user saves a long time.

Zhang Jianfeng said Taobao has developed a lot of experience, including recommendation based on big data, users open to pull down, a lot of products are related to your personal, also includes a lot of social recommendation, such as friend recommendation, and some applications of panic buying class, in order to rush to buy, users will open once a hour.

In addition, Taobao can also implement regulatory measures with the admittance agencies to promote sales of products with regulatory threshold, such as food, medicine, cosmetics, etc. in the circle of friends, products of these categories are hard to be regulated, but Taobao can achieve supervision and solve problems such as safety, supervision and social credit.

Service oriented

Now Ma Yunzheng is pushing Taobao C2C to keep the next wave of Internet, O2O.

Zhang Jianfeng said that many products need offline services, which can not be solved in the PC era. But in the era of mobile Internet, this problem can be solved.

Mobile Internet is a location based Internet, and offline service touches have become a trend.

In the past, you can buy tires or oil at Taobao, the price is 1/4 of 4S store, but you can't buy it back, so Taobao's car supplies market is more seat cushion, foot pad and so on.

In 2014, Taobao connected with 5000 service outlets under the national line. It is estimated that by the end of this year, there will be thirty thousand service outlets. Users will search for a tire on Taobao. Taobao search has optimized the geographical location, and the result will give priority to the tire suppliers who can install services locally. The service points can serve you immediately, even on-site installation and integrated services.

In the furniture industry, Taobao provides customized services in 300 cities. If you buy a bed, many people do not have the ability to install. Location-based service providers can come to service.

In terms of life services, Taobao carried out experiments on laundry.

The service providers build a central laundry in Shanghai. Through Internet means, the service providers pick up clothes according to your location, seal them and send them to the central laundry factory. The whole process is HD video, from tailoring to packing to laundry, and users can track at any time.

This mode is more efficient, intensive, factory and scale than traditional street store mode.

In real estate, Taobao has made a collaboration with Vanke this year. It sold about one billion on double eleven, and Hengda later made a cooperation and sold about 2000000000.

Under the traditional mode of buying houses, it is very troublesome to see houses on the spot. The negotiation of sales price is very troublesome. The Internet mode has removed many intermediate links.

"Taobao 12" is known as the "universal event" this year, and the main challenge is to meet all the needs of personal life services, Taobao market director interviewed in the summer economic report in the summer.

According to the plan, in December 12th, citizens could experience "lazy life" at a very low price: 9.9 yuan for laundry and free door-to-door collection.

In addition, there are 9.9 yuan, two hours cleaning service, 9.9 yuan car wash service and other life services.

In the summer, Taobao has just launched a list of the most intimate, including the most intimate list, including real people called early, break up agents, such as resume services such as the list.

These living services were bought through the Internet, but they could not be imagined in the past.

In 2014, Taobao and Taobao mobile have been paying attention to consumers' consumption and entertainment, striving to become consumers' "life partners".

According to the data provided by Taobao, Taobao customers can easily enjoy more than 10 thousand kinds of life services, such as the sale of second-hand idle goods, the purchase of movie tickets and the selection of seats online, the booking of hotels at any time, and the realization of zero seconds check-out. They can also do nanny at any time, find someone to help you run errands, and quickly handle two Hong Kong and Macao pass.