Double 12 Main Hits New Life Experience "Set Tone" Taobao's Future Road

The temperature of double 11 is still there. Ali has begun to add firewood to double 12.

The past double 11 is the sixth session, and it will take fourth double 12. The former will play the leading role in the fashion Tmall, and the latter will take the "all-purpose Taobao" as the stage. Different platforms and different locations have different demands and ambitions.

57 billion 100 million yuan, if the main purpose of this year's double 11 is Ali to borrow the new record of Dongfeng brush online shopping, then Taobao's dual 12 appeal can be understood as a signal flare released for Taobao's strategic direction in the future.

In fact, Ali wants to convey this message to the outside world: Taobao is not only a platform for selling goods, but also a collection center for collecting consumer experience of all kinds of life services, such as housekeeping, booking, documentation, PET examination, and so on. The continuous improvement of the usage habits of Ali mobile terminal App has opened up a more efficient platform for these services transactions.

This year's double 12 main hits the "new life experience", such as playing mobile games free to eat king crab, online booking line to see the property, 9.9 yuan door-to-door delivery (cleaning) down jacket, through the "Lin Chiling date, play with Lin Dan" charity auction. The platform will also change the shelf style search method of the original commodity category, but divide nearly 200 shopping scenes according to the needs of different groups. The purpose is to provide one-stop life solutions in more realistic "scenes".

A few days ago, Taobao released a "12. 12" eight universal list for the double 12 warm-up this year. There are all kinds of weird technology such as cleanser, self timer stick, laser projection keyboard, cotton candy machine and so on. It also includes life like morning call, breakup Agency (Lenovo movie breakup Master), household appliances cleaning and other life services. According to statistics, consumers can enjoy more than 10 thousand kinds of life services on Taobao at the moment.

Taobao said that the so-called universal list is to extract some interesting products from the recent popular search results of consumers, which seems to be the credit of big data in Ali's backstage.

Data lying there is dead and used to live. Obviously, Taobao has sniffed the broad opportunities of life service virtual products from user search habits. In 2014, when the concept of O2O was rapidly heated in the community, a small number of entrepreneurial small companies were struggling. More than one community leader of O2O service expressed "the industry is too bitter" for the first Financial Daily reporter. At the moment, consumers can enjoy their services offline through the Taobao platform. In fact, O2O is what they do.

When an entrepreneurial small boat scrambled for the O2O site, it suddenly came to an aircraft carrier.

One of the advantages of Taobao is that the proportion of mobile terminal consumption habits is constantly improving, which is the highlight of Ali wireless terminal. This year's double 11, Ali has generated a total transaction volume of 24 billion 300 million yuan on the wireless terminal. It is said that more than 80 million users log on to the App mobile phone end of Ali every day, and the mobile phone is drawing closer to the distance between Taobao service and user needs.

According to the wireless strategy, Ma Yun once said that Taobao's wireless is the wireless of e-commerce first. Obviously, this is only the first step in wireless strategy; next, it will accelerate from commodity. online shopping To expand the community service, to build a "good fun and fun" impression for users, and to go deep into it is to move more operations from the PC terminal to the mobile phone, and use the user friend relationship to do social interaction. For example, when shopping online, the selected products can be recommended to girlfriends, and the two people communicate in real time on the phone.

This is also true. TaoBao The "three steps" of wireless strategy. It seems that Ali has not let go of social interaction after he has not been successful in his dealings.

With ALI Double 12 The strategic implications of the strategy will be clearer and clearer. What is the way for Taobao to go in the future? It is hoped that Taobao mobile will become the largest mobile consumer life platform in the world. In addition to shopping to think of it, it also needs to deeply penetrate into the life of users and change the lives of users.

In this process, social networking, O2O (especially based on a certain range of community O2O), vertical and mobile terminals will become the key areas of Ali's layout, and there will be room for imagination to provide technology, payment and even hardware for these areas.