How Long Can Amazon Stay In Tmall?

Amazon's low-key entry to Tmall does not seem to want to be heard, but it is still noticed by careful observers.

Although in the past few years, Dangdang, Gome and No. 1 stores have been settled in Tmall, this time the world's first "big" business platform Amazon entered the largest electricity supplier platform today, causing much more concern.

Amazon has a brand store called Tmall official flagship store in Tmall, which sells products like Kindle e-book reader and tablet.

Because the scarcity of products, Amazon's brand and Amazon China's mode will not be an impact.

This time, Amazon is directly in Tmall, although the current category is only overseas, but the impact can not be underestimated.

In June 2013, Sina Technology tri West reported that Amazon's global BD leader was responsible for promoting the communication with the top executives of Tmall in China. The main content is to explore the possibility of Amazon cooperation with Tmall. At that time, this cooperation was directly communicated by Amazon, and the general department took the lead in negotiating the matter. This means that Amazon has paid more attention to the development of the Chinese market. Now there are media reports that it is being promoted by Amazon CEO Bezos personally.

Obviously, this is the will of Amazon headquarters.

This does not seem to be the result of Amazon China.

We choose to go to Tmall to buy Amazon's superior products. Where is the competitive advantage of Amazon China? During the double eleven period, the strategy of Amazon China's response to the purchase of the Caspian Sea is overseas shopping festival. Asian executives said they were very satisfied with the result and seemed to be making the final effort to prove the strength of Asia China to the headquarters.

In February, however, the enemy who had been sniping at that time quietly came to the end too quickly.

If Amazon's flagship store has more SKU in the future, what is the future of Amazon?

Before the Alibaba announced the launch of the internationalization strategy, Amazon and Alibaba were almost without water.

First, there is an essential difference between the two sides in the mode. Amazon is the main B2C company. It is the same as Jingdong, which is equivalent to the supermarket, and better at the supply chain. Ali is the B2C platform, which is equivalent to Wanda real estate.

The two is Amazon's share of the Chinese market is only 1.5% (as of June 2014), Tmall mall accounted for 57.4% of the B2C network retail market, not a level of competition.

There is no conflict between a global market and a focus on the Chinese market.

In September 2014, with the listing of Alibaba, the smell of gunpowder was strong.

Amazon has been dominating the world's largest e-commerce platform before listing on Alibaba, which was immediately overtaken by Ali, a market capitalization of $200 billion. The change of position implied the confrontation between the two sides in the capital market, both competing for investors on the NASDAQ and the NYSE.

The bigger clash comes from Alibaba's global ambitions.

Now, Ali's real competitors are no longer Jingdong, but Amazon and EBay.

Because Ali wants to go out, there are two meanings: one is to help Chinese people to buy overseas products more conveniently, and the two is to help Chinese businessmen sell products directly to overseas end users.

More than a hundred countries participated in the double eleven world, Prince William introduced the British brand to China, held a design week in several countries and invested in Singapore Post.

A closer to Amazon Chinese is telling me that Amazon has a team that does not belong to Amazon China, is responsible for sniping the internationalization of Ali, and draws Chinese sellers into the Amazon world.

Because they will not be sold today, they will sell overseas to Tmall and compete with Amazon tomorrow.

Competition between the two is becoming more intense, and the future global electricity supplier will surely be "AA war".

On the day of the listing of Ali, Ma said in an interview that he would not rule out a joint venture with Amazon to serve SMEs.

Ali needs to learn its supply chain and get out of the world. Amazon needs to find its right place with Ali's big Chinese tree. Under the common interest, the two sides are coming together now, but how long can they last?

Amazon's hand in hand with Alibaba illustrates two points. One is that there is no permanent enemy; the two is that self B2C is settled on the B2C platform, which is already the trend.

As is known to all, Dangdang, Gome and No. 1 stores have been settled in Tmall. What is more interesting is that Gome has also settled in Dangdang.

"Entering" is becoming the mainstream mode of e-commerce cooperation.

It seems to open a store on the other side of the site, actually it is to get the traffic, users and orders, the cost is rent, advertising fees, paction fees, and the right to speak.

More importantly, even if we can get other people's traffic to fill their stomachs, they must abide by their rules of the game and get stuck in their necks and channels.

Even if there are many costs, the main reason for the disarmament of Tmall's B2C is its interest.

When Dangdang, Gome and No. 1 have the energy to consider whether the future will be controlled, they need to live or do it.

Li Guoqing's analogy when he was stationed in Tmall was vivid: "people sell a commercial real estate on the busy commercial street. We sell goods, and of course we have to be stationed.

Besides, the rent is not expensive.

Ali has occupied the bustling site (user volume), built Alipay, Ali mother and other infrastructure, selling things early to see, early bow, early benefit.

Alibaba is not selling goods, it is building infrastructure, and there is essentially cooperation opportunity with proprietary B2C platform.

My question is whether Jingdong will become the next resident. Now no one will think it is possible.

But look at the Jingdong earnings report, in 2014, a loss of 5 billion yuan, ten times the previous year.

When the profit is unknown, the traffic cost is high. In 2014, the cost of sales increased by 101 billion 600 million yuan, up by 63% compared to the same period last year, mainly due to the cost of the flow purchase. The flow of traffic was owned by Ali. Especially after the internationalization achieved certain results, Jingdong will not have the overseas traffic, which will only attract more and more Jingdong in the future.

The advantage of Jingdong is supply chain and logistics, which is complementary to Ali.

So look at Amazon's flagship store. Will Jingdong enter Tmall in the future?