In The Eyes Of Ali, There Are Three Deadly Sins.

Recently, there is news that this year's Taobao "

"It will probably be the last session, and Ali will provide more resources to the upcoming" annual festival "activities, which is bound to turn the activity into a" double eleven "in the first half of China.

The news was released, and the industry was in an uproar.

On the one hand, the reasons behind Taobao's abandonment of the "Double Twelve" are discussed on the other hand. On the other hand, the fate of the "C2C" industry is beginning to be controversial.

"Double two" in

The three sin in the eye is the core cause of becoming a child abandoned.

There is a conflict between the "double eleven" and the "double two" positioning.

In recent years, with the deterioration of the environment of small sellers, more and more small sellers have actually become distributors of big sellers. This is another form of "Taobao customer". It is said that Taobao sells Tmall's tail products.

Therefore, every year's "double two" in the electricity business circle also has the tail cargo festival's argument.

However, the sale of tail goods is not more valuable than what Tmall sells, and its role in users is very limited.

Ali does not think that it is strategically significant to build a "double eleven" special selling Tmall tail cargo, and even affect the sales of "double two".

Although in recent years, Taobao has also tried to rescue the ambiguous "double two", relying on the "double 12" business experiments, such as the 2014 O2O great leap forward, taking the "double two" activities under the brand line to show Taobao's so-called "omnipotent" positioning, but also because of the conflict with many of its own business, the US group was once very unhappy, which was one of the incentives for the two companies to make public in the future. Especially after Ali increased its reputation, the "two two" positioning was more subtle because it was gradually abandoned.

"Double two" does not make money, and the cost performance is too low.

"Double eleven" has achieved a win-win situation for Tmall and Ali.

Each sales of Tmall, Ali can receive sales commission, and in the Taobao double event, Ali receives a lot of advertising fees, and Ali as a platform, activities are from the business to take resources to do, and they pay little, compared to the organization cost of Tmall, to organize the weaker payment of small sellers, economically uneconomical.

From Ali's perspective, pursuing profits and achieving sustained growth in corporate performance is the basis for the rationality of the partnership system adopted by Ali (ALI partner system to some extent deprives or restricts a series of conventional powers of external shareholders), and is also an important condition to prevent us shareholders from initiating litigation against them.

After all, Ali's long-standing selling problem is likely to trigger a class action lawsuit against us shareholders.

"Double two" can not change the small seller's activity decline, and can not earn money's objective predicament.

The plight of Ali's small sellers is due to many reasons, such as the deterioration of platform ecology, the fierce competition, the serious homogenization of products, and the weak value of sellers.

The "double two" is

Behavior, in itself, is not to put profits in the first place, but by selling prices or even losing money, it is meaningless for small sellers to participate in "promotion".

This is like the fog and haze in Beijing. Although you have 8 hours a day to feel the value of air purifiers at home, but there are so many exposures in the space without air purifiers in the year. Is this 8 hours a day really useful? It is not as good as the national government's "all Hebei factories shutting down, all the cars and odd even trips".

It is precisely because the "two dozen" become more and more chicken ribs, the voice of Ali abandoning the "double two" is getting louder and louder, and the voice of the bigboys who support the "double two" in the past is also getting smaller and smaller. The strategic abandonment is only a matter of time. Next year will be the moment when the knot is exposed.

If Ali abandonment of the "double two", who will be the beneficiary? I believe that these three platforms will eventually benefit.

The first big beneficiary is the micro business B2C platform represented by daily stroll.

Every day to look around these products will benefit, not only because they are B2C platform, the platform products all come from the large sellers of Tmall Jingdong, and the lowest price, such quality and cost-effective guarantee.

More importantly, their mode is to end the bubble of Taobao.

At the beginning, I have already said that the sellers who sell their products on Taobao are limited, most of the sellers are agents, and earn profits by dividing them into life.

For this part of the seller, where there are cheap traffic, and can benefit themselves, they will choose to sell there.

Alibaba abandonment of "double two" will, on the one hand, make more large sellers choose to sell goods on the platform of every day, and sell products on the Internet with millions of distributors.

On the other hand, without the flow support during the big promotion period, more small Taobao sellers will be registered to make a daily visit to distributors.

Moreover, every day we have the most profitable distribution system in China.

Specifically, the daily stroll users can be Taobao sellers or their own users. Once they are registered as users of micro browsing, they can own their own stores.

This shop can be forwarded to the flow of information in all kinds of social networks.

Each user's forwarding is rewarded with cash, and every sale of a product can get a pre established sales commission from the supplier.

This ecosystem that stroll every day saves the small sellers who are becoming more and more difficult to earn money, so that they can continue their dream of opening a shop and give them the opportunity to divide the profits of the big sellers. Instead of Tmall Taobao, let the former suck the latter's blood.

The second beneficiaries, of course, are vip.com, known as the "tail killer".

Many years ago, when vip.com was listed, Ali executives remarked that "Ali double eleven, and then saved vip.com", because every year, the two eleven brands will sell at a discount, and this channel, the biggest addition now, is Taobao, which is the United States listed vip.com.

Alibaba abandonment of "double three or four" has made more brands rely more on vip.com, and vip.com has completed its mission to help Taobao sellers clear up with its penetration and repetition rate in the two tier cities.

It can be said that it is cheap cock wire, which has fulfilled the seller.

Third, I am afraid Tencent is the son of Jingdong.

Jingdong has not done its own "618" for many years. Later, it followed up Ali's "double eleven" because Ali registered "double eleven" products and other problems, but once again, and three of the rest, even this year even dare not report "double eleven" turnover.

The end of the "double two" will help alleviate the sales pressure of Jingdong in December. Besides, Jingdong can also rely on the concept of quality assurance to fight Taobao, which has no advantage in price. In fact, consumers do not care who hosts the "double two", do they?