Reasons For The End Of The Golden Age Of Taobao

The biggest impression that Taobao gives to all consumers is that there are many things and low prices.

It seems that no one is impressed with Taobao's low quality (which is also against the rule of value).

In the past ten years, when business channels were scarce and consumer demand grew, Taobao did meet the needs of most consumers and businesses.

Taobao has opened up the commodity circulation link, reduced the intermediate links, directly allowed manufacturers or businesses to directly face consumers, increased sales efficiency, and created a golden ten years of rapid growth.

But the consumption habits of Chinese consumers are changing. They are changing from basic consumption of goods to service consumption, quality consumption, brand consumption and personality consumption.

More and more people are paying attention to the quality and service of their own products. Because Taobao can not provide such a guarantee of quality consumption, many consumers will use Taobao to understand the reasonable price range of commodities in the future, and will consume the businesses that can ensure quality, including Tmall or professional electricity providers.

In fact, Ma Yun has discovered Taobao's weakness for a long time, and has laid the Tmall platform for a long time. But this move is also full of danger. Once a brand grows bigger in Tmall, when its operating cost is too high, it will turn to other electronic business platforms or build its own platform. Now the cost of APP is very low, and Tmall platform is facing the danger of brand withdrawal at any time.

Every mature online consumer wants to be able to pick up a product from a professional website when they buy goods, because these websites are classified in detail according to the characteristics of their products, providing professional introduction, and will also focus their brands on the ratio of users to users.

For example, consumers want to choose fridge, in Taobao, users must search through keywords, and can only be found in a brand of merchants, shopping experience is very poor.

But when users arrive at Jingdong, Suning and Gome websites, they can sort out the commodities they need in a short time according to their categories. There are many conditions for screening, and this fast user experience is not available by Taobao.

Appliances to the Jingdong, buy books to Dangdang, daily necessities to shop No. 1, catering to the public comment, group buying to the United States mission, watching movies to Guevara, to serve the 58 city, second-hand goods to Ganji network, travel to Ctrip and so on.

There will be more and more professional electricity providers in the future, and many of Taobao's businesses and customers will turn to specialties.

The vertical electricity supplier will gradually seize the market of the platform electricity supplier, so in the future, some Taobao businesses will gradually be replaced by the vertical electricity providers.

A large number of small businesses on Taobao found that their annual revenue almost needed to spend 60% on Taobao platform.

Including decorative shops, purchase traffic, improve ranking, sales promotion and so on.

Because of the fierce competition, everyone is fighting a price war. They run a lot in a year, but they earn a lot of money.

Many Taobao businesses are in a bad taste when they run Taobao shops.

The proportion of Taobao businessmen over 5 years is gradually decreasing, and a large number of new stores are coming out, and a large number of new stores are closing down.

Unstable businesses will reduce user trust in the platform. At the same time, low profits will also reduce the enthusiasm of new businesses. These will eventually lead to slow growth in consumption. This is a sign of the decline in the growth rate from 2012 to now.

Because of the inertia of customer growth, the current growth rate is still positive, sales increase every year, but the past 10 years of gold growth will no longer appear, so Ma determined to open Tmall, left and right hand to fight to retain businesses.

The common experience of every commodity buyer on Taobao shopping is too much waste of time, too much merchandise, too much quality and too much waste.

Sometimes it takes only about half an hour to get goods within 100 yuan.

The next 80 and 90 will become a society.

The time cost will increase.

There will be no young people to spend more than ten yuan on the cost of Taobao, spend a lot of time to choose goods, almost the same price, they are more willing to go to the professional electricity supplier there to buy goods.

In the future, the younger generation of consumers will reduce their shopping time on Taobao, buy goods on demand, and pick them up quickly.

All these will indirectly reduce Taobao's future growth and reduce the growth rate of sales.

Now that all industries are going through O2O, many traditional businesses and businesses are trying to get through.

Links, large businesses can purchase standard online stores, or develop APP, and small businesses tend to provide goods and services at low cost through a strong regional public network and 58 city networks.

The online service superiority of Taobao platform is being impacted by the APP application of mobile Internet.

In the future, whether it is a business or product manufacturer, a more low-cost O2O platform will be used to provide product sales and services. The obvious APP of regional service will directly connect customers and provide customers with more perfect services and products.

This trend is gradually strengthening, and the impact on Taobao's e-commerce platform will gradually appear.

In conclusion, Taobao's gold development is coming to an end in ten years. Ali has already focused on the Tmall platform, which has gathered brands, standardized management, few fakes and reliable products.

In 2012, Tmall's sales volume was only 100 billion yuan, but in 2014 it reached 500 billion yuan, indicating that Tmall is the future of Ali's e-commerce platform.

But as I said before, if a brand is bigger and its cost is too high to operate on Tmall, merchants will migrate the electronic business platform to the APP of mobile Internet. It is not only low cost, but also can understand users' consumption habits and preferences through APP, collect a lot of valuable data, help manufacturers understand their customers, and develop more products that customers need.