Community Oriented, Content Oriented And Local Life Oriented Will Become The Direction Of Taobao'S Future Development.

Recently, Taobao held the 2016 annual sales conference in Hangzhou. At the conference, Taobao CEO said Taobao identified the three major development directions in the future, namely, community-based, content oriented and local life oriented.

In March 29th,

Held in Hangzhou for the 2016 annual seller's meeting, Alibaba group CEO Zhang Yong said at the meeting that community-based, content oriented and local life oriented development will be the three major directions of Taobao in the future.

Prior to the 2016 Tmall global business conference held in March 1st, Zhang Yong has revealed the concept of development. At that time, he said that Ali wanted the platform to show more community-based, content oriented and life oriented services, so that content became a part of consumption.

He said he wanted to use new media to do business.

A few days ago, Alibaba group just announced that the electricity paction volume in fiscal year 2016 exceeded 3 trillion yuan.

Zhang Yong's speech undoubtedly revealed that at the new starting point of the 3 trillion level, Taobao intends to develop the largest consumer market from China's largest commodity market from operating commodities to operating content.

Taobao completes wireless pformation

Zhang Yong revealed at the meeting that so far Taobao has completed the merger of the original Taobao team and the Taobao mobile team. He said it marks Ali's pformation on the retail platform, especially flagship Taobao, which has been successfully completed in the past two years.

He said that the entire wireless pformation and today's flagship represented by Taobao Mobile has been able to meet consumer demand and shopping habits after entering the wireless era.

Zhang Yong said that today's Taobao is already a wireless Taobao, Taobao's overall operation and platform operation has been completely wireless.

Zhang Yong thinks that wireless technology is a very important thing for Taobao sellers. In the wireless era, how to do the whole Taobao operation and how to do the seller to adapt to the situation that most of the active consumers have migrated to the wireless network. The new generation of consumers, consumers after 90, have been accustomed to the situation of wireless Internet shopping on the first day of online shopping. He thinks this is very important.

Focus experience, empowerment business

Zhang Yong also shared the basic guide of Taobao's sixteen character work: "focus experience, empowering businesses, prospering ecology, upgrading consumption".

Zhang Yong said that the focus experience is to serve the common users and the common customers well, so that these customers can consume more smoothly and have the pleasures of discovery more smoothly.

When it comes to "Empowering businesses", Zhang Yong said that in the PC era of the past decade or so, Taobao has done a lot of work around the open system and ecosystem of Taobao platform, including the tools of enabling businesses.

However, we can see that after entering the wireless era, the speed of users and users to embrace the wireless Internet and the rate of change of habits are much faster than the response speed of platforms and businesses.

He believes that the whole wireless era, for Taobao platform, the core of empowerment businesses is to use data, which is a product of all kinds of big data application business tools, so that businesses can do a good job of personalized operation of consumers.

Zhang Yong said that now nearly 80% of the traffic has come from wireless, nearly 70% of the whole network is from wireless.

Under such a big background, he believes that in the wireless era, some of the applications in the PC era have become less applicable. For example, in the PC era, the two important consumers' moving lines on Taobao are known as common domain traffic, one is search, and the other is classified navigation. Two

He said that search is still a very important role in the wireless era. However, the importance of classified navigation is not as good as that of the original PC era. Today's consumers are accustomed to screen on mobile phones instead of clicking one tree to click, so the wireless era becomes more netted.

Zhang Yong describes the change with the word "consumer line". He thinks that this word reflects Taobao as a platform operator, and works together with businessmen to create a more smooth way for consumers to browse, pay attention, collect and buy in the whole big platform, in shops, across stores, in common industries and across industries.

Zhang Yong also mentioned that the change of classified navigation brings new possibilities in the wireless era - "recommendation".

Today, we can see a large number of user personalization recommendations that are supported by big data. He means that in the wireless era, users' dependence on tree structure is decreasing, while Taobao keeps looking at new things.

He said this is why Taobao Mobile has done a lot of shopping guide products over the past two years.

Develop towards community-based, content oriented and local lifestyle.

It is pointed out that under the above background, Taobao has set out three key directions, hoping to be able to promote community-based, content oriented and local life oriented activities.

He said it was the focus of Taobao's future business.

Zhang Yong said, how to make the shop number and the account in the merchant community produce an interaction, not only allowing consumers to consume goods on Taobao, but also allowing him to consume content, while the content contains elements of various commodities, and at the same time, the process of consuming content can be full of interaction and dissemination of fun.

This is a very important starting point for Taobao's product structure in the coming period.

Zhang Yong also mentioned in particular the concept of "net red".

He said that there is a Taobao store in the net red, and they all hope to carry fans in this store to form a two return visit, a sale of future commodities or a future sharing.

"I think net red is a special form of role, he himself produces goods, but there is also a kind of daring person who shares his own way of life."

Zhang Yong believes that the seller himself has the potential to become a net red, so long as he is willing to create content for the younger generation and divert creativity for the younger generation, all Taobao sellers can become a net red.

Zhang Yong said, Taobao hopes to set up the stage to let the seller to sing the opera, Taobao to make tools, to make the basic operation rules, so that all businesses can serve their customers in the middle.

"This is a very important point for us to move towards content and community-based in the context of wireless technology in the coming period."

Zhang Yong also predicted that in 2016,

Content will be applied to the entire Taobao as a way of content presentation.

He said that in the past decade, all businesses in have been writing articles on picture text, and there have been many creative ideas in pictures and text. "But new images, including video, including various interactive technologies, will be used more fully on the whole platform in the future.

And in this process, how do we make use of this new technology? This is also the hope that this year, on the whole infrastructure construction, we can support all businesses that have the ability to create new forms of content, and we can provide good support for everyone.

As for the localization of life, Zhang Yong said that on Taobao, there has always been a large number of pactions in the same area.

He said that many of today's life services and food products have been in Taobao for many years. Apart from centralization of supply and demand matching, besides being able to form a self operated content production and consumption communication mechanism, how to make the supply and demand of goods and services better match based on geographical location is also a great opportunity for Taobao.