Tmall Investment New Deal Forced New Mode Of Electricity Supplier

Recently,

The investment policy of 2015 was released, and the new deal began in March 9th.

Compared with previous years, the biggest change of the policy adjustment is Tmall will open its own investment mode, that is, the invitation system, and announced the first batch of 13 categories of 5391 brands list.

Therefore, doubts about the brand outside the list will not enter Tmall platform.

Tmall adopts a "traffic mode", that is, businesses can increase volume of pactions as long as they buy traffic.

However, with the decline of traffic dividends, the platform becomes more and more stringent in terms of commodity quality, and businesses need to find new business models, such as reconstructing consumer relationships, sales terminals and supply chains around consumer trust.

"Although the invitation system is implemented after the adjustment of the investment policy, businessmen who are not invited can apply for it if they meet the requirements."

In March 12th, relevant people of Tmall public relations said in an interview with reporters, "now the outside world has misread the invitation system. It is considered that this policy has completely blocked the access to the business which has not been invited."

In addition, the merchants stationed in Tmall before March 9th must also supplement the relevant qualification certification according to the requirements of the new deal.

A Tmall salesperson in Guangzhou, who sells leather bags, said that after every new product, details such as bar code and tag must be submitted.

After this adjustment, the requirements for businessmen are stricter.

According to the reporter, the introduction of Tmall's new deal is related to many factors such as Tmall positioning, executive turnover and Ali fake crisis, platform development and so on.

In the long run, the introduction of Tmall's new deal will also have an impact on businesses, third party providers and other e-commerce platforms.

Business volume "thin"

Ali has a clear position on its e-commerce platform: omnipotent

Quality Tmall and vitality Juhuasuan.

Tmall is positioned to provide quality products, compared with Taobao, Tmall focuses on boutique.

But why do we choose such a tough new deal at this time?

At the beginning of this year, SAIC announced the results of spot checks on online shopping products in the second half of 2014. Among them, the fake rate of Taobao was as high as 62.75%, which led to the biggest "fake crisis" after the listing of Ali.

Although the sample is concentrated in Taobao, Tmall is also affected by quality.

An insider from Alibaba told reporters that the crisis is the most direct trigger and background for Tmall to raise investment threshold.

Meanwhile, in March 8th,

A personnel appointment was announced to remove President Wang Yulei from Tmall.

At the same time, the unified management of its electronic business platform (Taobao, Tmall, Juhuasuan) is carried out. Zhang Jianfeng is in charge of reporting directly to COO Zhang Yong.

It is understood that Zhang Jianfeng's management style is very similar to Zhang Yong's.

In 2011, when Zhang Yong became president of Tmall, he also raised the threshold for Tmall to enter Tmall. But in the following years, the number of Tmall businesses has experienced a rapid growth.

This time Zhang Jianfeng took office and took the same drastic measures to strictly control the number of businesses.

Tmall, the vice president of business group, told reporters that this policy is in line with the platform's development requirements.

He provided a set of data. After Zhang Yong took office in 2011, by raising the threshold, the number of Tmall shops dropped from 6 to more than 40 thousand, but in 2012 the number of shops rose to around 6, and the number of shops is more than 10.

"If the number of businesses is too large, Tmall can hardly allocate the flow to so many shops, resulting in a decline in conversion rate and a waste of traffic."

Ji San Yong analysis said, "at the same time, once the number of merchants exceeds a certain scale, it will put pressure on Tmall's operation team, and it will also lead to lower efficiency."

It is worth noting that the current growth rate of the entire electricity industry is slowing down. Therefore, the electricity giants, including Alibaba and Jingdong, will play the slogan of sinking the market to the three or four tier cities and even the countryside.

In this context, the platform needs to allocate the existing traffic effectively.

Ji San Yong said, "Tmall's demand for business is changing from quantity to quality, so that the flow can be effectively allocated. Although the number of businesses is reduced, the volume of pactions will not decrease after overall efficiency."

Forced to find new models

Ji San Yong said that the current Tmall also has the ability to make such adjustments.

The Alibaba insiders also told reporters that after seven or eight years of development, Tmall has occupied nearly 70% of the B2C market, covering 90% of the categories, basically meeting the needs of users. The richness is no longer a problem, and the quality of the future will be the focus.

In an interview with reporters, Jingdong said that the Jingdong POP platform's latest investment policy is being worked out. It will be launched in the near future, and no information can be disclosed at the present stage.

However, from several major e-commerce platforms, including Jingdong, in recent years, the investment policy has been gradually improving the entry threshold.

This means that after more than a decade of development, the electricity supplier industry has entered a new stage, that is, from the era of commodity quantity into the quality era, the initiative has gradually tilted to the platform.

It is also true that some businesses are questioning Alibaba.

At the same time, there are voices that Tmall's threshold will not be good for entrepreneurs.

But up to now, there has been no "2011 siege" incident in 2011 when Tmall (the then "Taobao mall") raised the threshold for investment.

In this regard, Ji San Yong said that compared to 2011, the platform and network channels that merchants can choose to increase greatly, Jingdong, vip.com, jumei.com and other platforms have matured, and in recent 150 billion years, with the development of mobile Internet, micro businesses are also rising rapidly.

According to him, some of the businessmen who succeed in micro business are eliminated from Tmall Taobao.

He said that in the long run, Tmall's new deal will be good for other platforms and third party providers, because businesses have to choose new sales channels and business models, such as self built B2C and micro business, which are the concerns of the third party providers.

At the same time, this change will also promote the emergence and development of new business models.

Taobao Tmall mode is traffic mode. Businesses can increase volume of pactions as long as they buy traffic.

But when the traffic dividend is over and the platform policy is becoming more and more stringent, businesses need to find new business models.

Li Zhongwei, a business school CEO, told reporters that in the first round of development, traditional business enterprises rely mainly on traffic. As long as there is more traffic, they can get more orders, and times have changed. Enterprises need to get consumers' trust in order to get new consumers and repeat purchases.

Therefore, businesses should focus on consumer trust to reconstruct consumer relationships, sales terminals and one or more of the supply chain, thus driving the next ten years of development.

Although the policy adjustment of e-commerce platform will bring a round of doubts, but from the previous results, businesses rarely can "force" platform changes.

Perhaps, finding new business models is the solution.