Ali 2016 Sellers Conference: The Three Major Directions Of Taobao In The Future

"Today Taobao is already a wireless Taobao, Taobao's wireless technology has been completed, and consumers have completely migrated to wireless."

In March 29th,

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The 2016 annual seller meeting is held.

CEO Zhang Yong said.

The conference has once again clarified the strategy: community-based, content oriented and local life oriented development will be the three main directions of Taobao in the future.

Zhang Yong pointed out that the data prove that the mobile era has high access frequency, and the user stays twice as long as the PC era. As long as there is good content, consumers will stay.

At the same time, the distribution mode of wireless traffic has changed. Recommendation will be an important shopping guide for mobile shopping, and an important means is to let businesses operate content.

At the end of December last year, Zhang Yong's comment on "net red is a unique new economic species in the world, showing the new economic power". This young entrepreneur who has risen from the bottom up has attracted more and more attention from the public.

The signal from Taobao seller's conference showed that the net red economy is only part of Taobao's "content producer development plan".

Zhang Yong said Taobao will give big data personalization, fans, tools, videos, communities and other tools to set the stage for the sellers to sing.

Taobao is gathering a large number of content producers, from a versatile commodity market to the super consumer media, attracting more users and creating business opportunities.

Zhang Yong predicts that technological innovation will continue to empower businesses.

Multimedia presentation including short video will be widely applied to Taobao.

Over the past decade, all businesses have written articles on graphic characters, and there has been a great deal of creativity. But new images, including video and interactive technologies, will bring greater business potential to businesses.

"Every seller can become a net red, as long as you find what young people are interested in."

Zhang Yongru said.

In the process of developing Taobao from the largest commodity market to the largest consumer community, the first group Taobao will seize in 2016 will be the young people, the indigenous people in the wireless era.

Taobao platform will promote the formation of a small community around the theme of fashion trends, digital players, the electric world, the two dimension, sports fans, military fans and so on.

At the same time, make full use of Youku,

The content platform of Ali ecosystem, such as Ali's mother, Ali pictures, and so on, closely builds the ecosystem from content production to content dissemination and content consumption.

Let businesses change from operation flow to operation content, through customers' attention, interest in content, get customers, build up word of mouth, and finally form a strong membership relationship.

In addition, Zhang Yong said, "local life" is also a major opportunity for Taobao in the future.

"According to the needs of users, in addition to centralization of supply and demand matching, and the formation of the content production and consumption dissemination mechanism from operation, we will also provide better matching between users' goods and services demand based on geographical location."

The following is Zhang Yong's speech:

For Taobao, because Ali's financial year is at the end of March, it is just at the end of this fiscal year when the new fiscal year begins, and the representatives of Taobao sellers gather to talk about the future development of Taobao as a whole.

I started to talk about the Taobao sellers conference, I heard a lot of entanglements, because Taobao opened the seller's conference very hard to open, because there are tens of millions of sellers in Taobao online, so today is more like a seller's representative conference, that is, we have selected a number of sellers to come to the scene in many sellers, I think more sellers because many businesses, a lot of businesses are on Taobao, we all want to know about the future, especially in the whole Internet e-commerce development to 2016, how to do business in the future.

So today is also a rare opportunity to share some of our thoughts with you.

In fact, in the past two weeks, we have experienced two important things. Just now the host has already talked about one of them, and everyone has seen the news, 3 trillion.

I think the figure of 3 trillion is very good, and it is also a very important milestone. But in this case, we have a very clear understanding of all Taobao's small businesses and all the businesses involved in this platform. 3 trillion is not the goal that a company can achieve. The reason why we can reach 3 trillion in such a fast time is because of the platform of our platform. There are so many of us here and there are more and more Taobao businessmen who are not here. We have achieved the goal of 3 trillion in 13 years.

This reflects the vitality of the whole platform mode and its explosive nature, and also reflects the initiative and creativity of many businesses because of this market opportunity and market economy.

So I think this is the first thing we have experienced in the past.

Mail has so far completed the merger of the original Taobao team and the Taobao mobile team. Why does it say this? Because this marks Ali's pformation on the retail platform, especially flagship Taobao, has been successfully completed in the past two years, because the pformation of the entire wireless technology and the flagship represented by the mobile phone Taobao today have fully satisfied the consumer demand and shopping habits after entering the era of the offline era. We are confident today that we do not need to take the initiative to pull together a lot of strong troops and make up a team just like two years ago. We think so when we want to break through the new business. We hope that we can make breakthroughs faster and better, and achieve the wireless mission. Second things may be understood by some businessmen from a number of channels. We have not made much publicity on the outside, but I have made a very important issue inside.

This is the decision we made at the end of 2013 and early 2014.

Today, the reason why we made a very big decision is actually a very happy mood, because we have seen that the pformation of wireless has been successfully completed.

Today, in fact, Taobao is already a wireless Taobao. Today, the whole train of thought of our entire Taobao operation and the idea of platform operation have become completely wireless.

So this is my personal view of two major events in the past two weeks.

Especially for the second things, for the seller and all the Taobao sellers, it is also a very important thing.

That is to say, in the wireless era, how do we do the whole Taobao operation? How do our sellers do it and adapt to it? Most of the active consumers today have migrated to the wireless network. The new generation of consumers, consumers after 90, have been accustomed to online shopping on the day of Online shopping, so this is a topic that all sellers must face.

Because of this, I remember that on the first working day after new year's day in 2016, I held a meeting with all the managers of Amoy team. The core of the whole meeting was to clarify the basic principles of panning management in 2016 and even in the future.

You may have read about it from the outside. Today, I would like to take a rare opportunity to give you a concise and comprehensive description of these 16 words at the scene, that is, "focusing on experience, empowering businessmen, prospering ecology and upgrading consumption". This is a basic guide for the whole panning system.

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In this context, I would like to talk about focusing on experience. I think all businesses and partners will not doubt this. Ultimately, our common goal is to serve our common users and common customers well, to make these customers more comfortable to consume, and to have the pleasures of discovery more smoothly. This is the starting point of our today's business.

But I particularly want to take this opportunity to talk about the energy business.

In the PC era of the past decade, Taobao has done a lot of work around the open system and ecosystem of Taobao platform, including the enabling business tool.

But we can see that after entering the wireless era, as a consumer, as a user to embrace wireless internet speed and habit change rate, far faster than the response speed of platform and business.

Today we can see that consumer behavior has been completely wireless. How can we make our businesses have good tools and good operation mode on this platform today? At the same time, we can play our ingenuity and serve our customers well. This is our emphasis on layout during this period, and this year, some products have been produced, some are about to output, and a lot of business tools for wireless environment can help businesses to run consumers well.

Behind this, you may ask what the tools of the wireless business are. I think the core point is that the core of Taobao wireless platform is to use data, which is a product of all kinds of big data application tools, so that businesses can do well in the personalized operation of consumers.

Because, in any case, the weakness of the wireless era is that the screen is so small, but this weakness also brings a strong point, because this screen can be more focused and can be more targeted at consumers and their preferences.

At the same time, because the mobile phone has actually become an extension of the human body's organ, the frequency and stay time of consumers' visits through mobile phones can be seen much more than that of the PC era.

Whether it is his visit frequency or his stay time, we can see that in the past two years, very, very distinct changes have taken place. The initial residence time of the whole user is nearly doubled than that of the PC era.

This is a very good sign that there is no obstacle for users. As long as you can provide good content, users will be able to pick up his interest very smoothly, because now he touches the net too easily, so this is a very important point in Taobao's operation in the wireless era, that is, how to give it to everyone.

At the same time, there are many data products, all sellers who use Taobao know business consultants, and they all know the data cube of the previous data cube.

How can we get the performance data from these new business tools to be able to be understood and targeted? This is a very important point for Taobao to release the productivity and release creativity.

This is the first aspect. In the 16 words and the most relevant part of today's business group, how can we really be a good leader in the wireless era? This is the most important thing we face in the 16 business principles of Taobao. Only in this way can we become more prosperous, and we can generate new fission and new vitality based on the new state of the wireless era.

In 2016, I think it will be a focus of Taobao's work in the future.

Second, under the background of the wireless era, what kind of situation are we facing today? The situation is that nearly 80% of the traffic has come from wireless. Today, nearly 70% of the whole network is coming from wireless.

So under such a big background, we need to see whether there will be any changes in the consumer's mobile line design in the wireless environment and the PC era.

I share with my team, I have a very clear point of view, I think in the wireless era, some of the applications in the PC era have become less applicable. For example, in the PC era, there are two important consumers' moving lines on Taobao. We call it the common domain traffic, the first is search, and the second is classified navigation.

In the PC era, we all know that many people do a lot of things in the end, they hope to get a higher priority in the search, hoping to get more users in the channel, become private traffic, and ultimately operate two times for users.

So in the process of PC, Taobao has made the most centralized way of traffic distribution in the era of the PC, and has changed the way of centralized traffic distribution in search and classification. In the wireless era, a very important change is that search is still a very important role. Today, wireless search plays a very important role, because, no matter how it is, Taobao is the first consumer association, and people want to buy things and want to go to Taobao. So he wants to shop. This is the logic of user thinking, which is the most important accumulation of our platform, so it is natural for users to search.

But on the other hand, we see that classification navigation has changed a lot with the original PC era. Classified navigation is to consumers today, because his customary action on mobile phones is to screen, rather than just one vertical click, so it becomes more netted in the wireless era. This is the change we see today.

In this change, how can we help businesses adapt to the change of users? How can we use data to help people design and update the lines of a generation of consumers? I still prefer to express the word "consumer line", because I think this word clearly reflects our platform operators. We build together with businesses to enable consumers to browse, pay attention, collect and purchase behaviors in shops, across stores, in common industries and across industries smoothly, so this is the change in today's era of no line.

But the change of classified navigation unexpectedly brings us new possibilities in the wireless era. The possibility is recommendation.

We may use Taobao every day, actually in today's mobile phone Taobao, including today we revised the new version of Taobao, and pferred many wireless products back to PC Taobao.

We see a lot of user personalization recommendation that is supported by big data, and this recommendation is that in the wireless era, we can see that users' dependence on vertical structure is decreasing, and for Taobao's discovery of fun, we are constantly looking at new things, and this behavior has been precipitated.

This is what we saw today, so why did we do a lot of shopping guide products in Taobao over the past two years? This is what we see today.

In 2016 and even in the future, except for empowering businesses, after the initial completion of all kinds of recommended product designs, a very important thing is how to enable business energy to be fully developed in such a shopping guide, in such a discovery mechanism, and in such a recommendation mechanism, so that once again, the business initiative can be released on these occasions.

This is the focus of our work in the coming period, and that is why we have set three key directions and three key points for the whole Taobao work this year in the 16 words policy. We hope to be able to promote community-based, content oriented and local life oriented activities.

This is a direction for us to focus on for some time in the future in Taobao.

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Why do we have to be community-based and community-based, as I have just said, we see that users' behavior changes in the wireless environment are related. How can we help consumers form a new interactive mechanism on a small mobile phone screen? In fact, the shop itself is a form of account. How to make the shop number and 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 contents contain elements of various commodities, and at the same time, the process of consuming content can be full of interaction and dissemination of fun.

A starting point, and behind this, from last year to now, I will talk to our businessmen and our little two on many occasions from last year to now. Recently, our Taobao team is also undergoing some reorganization, but the reorganization is a very important feature. I say that for every Taobao team, every team now has to go full-time to do content operation. Some people are content to operate on the basis of the community. This content operation is not our own content, but we can cooperate with all the businesses, cooperate with all our partners, upgrade our original shelf to a higher level and become a variety of consumer information and content, and these consultants and content producers should be all businesses and partners. This is very important for Taobao's product structure in the coming period.

There will also be many new species and new ecosystems.

Recently, I have seen many people on Taobao who do not produce goods and sell themselves, but he is a daring person in some aspect. One aspect of his hobby is the favor of some people because of this hobby.

So how can we sort out the relationship between these producers and producers? We can form a new design for consuming goods based on content, and ultimately finish the consumption of goods. This is a very important thing for Taobao to do in the community and content in the future.

Recently, it is very popular on Taobao. In all circles, people are very popular. But we can see that there is a Taobao store in the net. They all hope to carry fans in this store, and form a two return visit and a sale of future commodities or a sharing in the future.

In this process, I think net red is a special form of role, he himself also produces goods, but there is also a kind of daring person, what he shares is a way of life.

How do we make these new forces and new roles, and the producers and consumers of our products, in the traditional sense, the sellers of Taobao, and the sellers themselves, I think they all have the potential to become net red. As long as we are willing to create content for the younger generation and have creativity for the younger generation, I think all of our Taobao sellers can become a net red.

Now the question is what the younger generation likes, how can we meet the needs of the post-90s and 95, and after 95, they are 20. How can we meet the needs of this generation? How can we meet the aesthetic standards and consumption preferences of this generation? This is the topic we are facing today. That's why I want to make all kinds of contents in wireless and PC better available to our consumers through community-based ways.

I think this is not just a matter for the Taobao team to do. There are more things to say. We are still putting on the stage to let everyone sing the opera. We make tools and operate the basic rules of operation, so that all businesses can serve his customers in the middle.

This is a very important point for us to move towards the content and community in the future.

Of course, a very important point is the localization of local life.

On Taobao, we can see a lot of pactions. There is a large number of buying and selling relations that happen in a geographical location. We used to call it a city, but in fact, the same city is not enough to reflect this matter, more is the same area.

Here, in fact, many life services, many food products, and many things have been on Taobao for many, many years. Today, according to the needs of users, we can accomplish the following tasks: besides centralization of supply and demand matching, besides being able to form a self operated content production and consumption communication mechanism, we can make the supply and demand of goods and services better match based on geographical location, which is also a great opportunity for Taobao.

Why? First, we never lack demand. Consumers are here. They have all kinds of needs to meet their immediate needs and preferences.

Similarly, we have hundreds of millions of sellers around us, we operate on this, they also hope to better service, some products with clear localization and geographical location logo, how can we enable our business and consumers to do this, can form a geographical location based matching, I think this is the next time in wireless terminal must try and vigorously promote things.

So for Taobao today, 3 trillion is the beginning of our new historical stage. In the process, for all of us, Taobao's mission is just like that when we just started Taobao, we should let users like you and let users enjoy the fun of shopping.

For Taobao, we are to help users find fun, and Tmall consumption positioning is different, some consumption is to kill time, why some girls want to find a boudoir to buy things, in fact, she may not buy things.

Today, in wireless technology, we take into account PC and take account of multiple ends. It is a very important business concept for Taobao to be a soul of business.

And in this process, we are also very willing to help Taobao, like today's theme, to change the future. I think the first word in the core is innovation, new creators, new creators, new ideas and creators, and can help them succeed. This is the mission of Taobao today, and also the source of our platform's vitality. This is why we want to be able to integrate the whole platform from one platform to the whole shelf, and finally form shelves and goods intertwined, and this content is also very diverse.

In fact, today I can foresee that in 2016, all kinds of multimedia contents, as a way of content presentation, will be widely applied to the whole Taobao. I have seen a great wave today.

Because in the past ten years, consumers in Taobao spent most of their consumption on two things. What they saw was consumption, followed by words. All businesses were writing articles in picture text. We could say that there were many creative ideas in pictures and texts. 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 content forms, and we can provide good support for everyone.

This is a very important part of our development.

So for Taobao, today there can be no Taobao without Taobao, and there is no Taobao network without 13 years of efforts.

In the future, we must return to the essence and return to the original world. When we return to the early days of the Alibaba, let the world have no difficulty in doing business, so that businesses can have the energy to play their business initiative and serve the consumers well. This is the foundation for the survival of our Taobao platform. It is also the future that we hope to make an active effort to be able to really help businesses from the wireless business of an e-commerce to a truly e-business based on wireless characteristics in the new wireless era. This is not only Taobao, but also our mission to help businesses go together to a truly wireless era of e-commerce business.