The Core Of Taobao Sellers Conference: What Does Taobao Want To Do For Sellers In 2016?

Recently, held in Hangzhou

Taobao vice president Zhang Qin (flower name: Yang Guo) and Taobao mobile head Jiang Fan delivered speeches respectively, focusing on the work of Taobao and handwashing this year, especially referring to things that can be done for businesses.

Zhang Qin said that Taobao will unite businesses in three major directions: younger, lifestyle and content community-based; Jiang Fan said that hand washing should focus on content and community-based.

The following is the dry version of Zhang Qin and Chiang fan's speech.

Zhang Qin: the major changes that Taobao has to take in the past two years is to make young, live and content communal. One is personalization, the other is wireless technology. Two.

With the upgrading of the Chinese market and the continuous change of consumers, the structure of goods and sellers of Taobao has continued to accumulate over the past many years.

The analysis report made by the Research Institute and Boston consulting and consulting firm shows that China's consumer market is still the fastest growing consumer market in the world, and the total consumption of the Chinese market in the next five years is US $2 trillion and 300 billion.

This $2 trillion and 300 billion is the opportunity for every seller and Taobao to catch together.

Where do these 2 trillion and 300 billion dollar drivers come from?

The first is the middle class.

In the north of Guangzhou Shenzhen, the number of people who buy things from Hai Dao and duty-free shops has been very large. The increase of the consumption power of these groups and the increase of passenger unit price will bring about an increment in the future.

The second is the new generation.

Maybe after 90 and 95, they are very familiar with the electricity supplier, the consumption way is different from the young people before, and the consumption power is also very high.

The third is the new channel.

That's the new way of playing.

2016 Taobao focus one: young Taobao will do three things from the industry perspective in 2016: the first is to be younger.

Today, regardless of which data is counted, Taobao is the first choice for Chinese young people to shop.

18 to 25 years old this group of people, first they are very familiar with the Internet. Secondly, they have a lot of time. Third, they emphasize the group of their own personality, not only the big card theory. In the end, they explore the heart very strong, are willing to try all kinds of new ways of playing, many new APP, websites, the most loyal users are they.

In response to this group of people, Taobao will focus on three markets: the first is the new force, which is our preferred market for young people's fashion. In the past new week of power, Taobao joined 89 representative personalities to endorse, and through the characteristic shops, personalized shops to meet young women's requirements for personal costumes.

The second tidal street is aimed at the market of technology digital products.

Many young entrepreneurs will do intelligent hardware and smart home. They can't do offline promotion like traditional businesses. They need new markets to connect with today's consumers.

The third ACG is the two dimensional market related to comics, animation and games.

Preliminary statistics show that the amount of derivatives trading related to two yuan per year on Taobao has reached tens of billions, including hard periphery and soft periphery.

2016 Taobao key two: life oriented lifestyle focuses on the group of post-80s generation. This group is roughly 25 to 35 years old. They basically used Taobao ten years ago, and grew up with Taobao. Their purchase decision behavior has a very large gap with the new generation. They begin to think for others and buy for others. They will pay more attention to quality and cost performance.

Taobao will meet this group from all aspects of clothing, food and housing, including last year's Chinese manufacturing and global purchase.

Around the "food", this year, we will focus on "eating" on special China this year. Besides food and agricultural products from the countryside, we will also have overseas cuisine.

Surrounded by "living", it will continue to improve very much, and it will link Taobao property and most home businesses, and will also interact with some well-known brand houses.

Around the child, you can push the baby, and combine the baby related products to let you know what good products you can buy on Taobao.

Of course, there is a row of Taobao cars and Ali cars.

Life can not be separated from service.

Taobao will push forward services around the crowd, such as pushing parent child education and parent-child services for mothers and infants, aiming at distribution, installation and design services under the premise of home decoration, pushing around "eating", cooking and so on, making it a part of life scenes to meet their requirements for quality of life.

2016 Taobao focus three: in the era of content community-based wireless, the time of shopping visit has been fragmented, and the choice from keyword and centralization will be gradually reduced, because users can't go through Guan Jian's words on mobile phones. He needs more content and recommendation.

Wireless shopping guide and consumer choice will shift to "content and community".

Among them, there are 3C, content, community and commodity, which constitute the three elements of future wireless shopping.

Taobao's advantage today lies in the organization and flow of commodities, but in the future, how to capture the fragmentation needs of consumers in the wireless era requires the operation of content and community.

Xiaoyao said that in today's mobile era, many product details pages are still simple pictures and text, but we can foresee that future short video will be a very important way to describe them.

Many commodities are not convenient to choose and guide through pictures and texts, for example, the cooking process, the make-up process, and the assembly process of commodities.

Brands are also changing.

Nowadays, many media and media must be commercialized. Commercialization is to connect your products to consumers.

In this process, you will develop your own brand.

Net red always gets old, brand will not grow old, you will have a IP and shop that keeps running.

The value of Taobao lies in helping sellers build their own brand on it, and then continue to operate.

Just now, xiaoxiaozi and everyone emphasize that search and navigation based PC era traffic operation has gradually conceded to the new operation mode dominated by crowds and fans.

Such as Amoy brand, it represents the gap in the market of PC era, merchants are good at promoting sales and traffic flow; in the era of mobile phone growth, since the brand network business, businesses will operate users, emphasize personalized customization, good at community marketing and so on.

Self brand is not limited to clothing.

Many other categories of sellers are able to capture new content, community operation mode, and build their own brand names, such as new farmers in agriculture, intelligent hardware, and two generations of manufacturers. Each industry will grow a number of successful self brands.

Taobao is able to empower these self brands through ecology to help them grow. The first is to help sellers get users, operate users, and make content communication through Amoy their own products, so as to promote good content to more channels and acquire users from more channels.

The second is to do IP protection.

There will be a lot of infringement on Taobao, such as copying pictures and using others' design.

In 2016, we jointly launched a new IP protection plan with the State Intellectual Property Protection Bureau. We hope to give protection to businesses who make original designs on Taobao platform and make their own innovative pictures.

Protect your own brand and originality. Only in this way can the brand grow healthily.

Jiang Fan: hand washing should be content oriented and community-based.

In 2016, we will focus on the content and community-based, and now nearly 400 million of the users use mobile Taobao every month, and Taobao should be a consumer media.

Last year, it launched a Taobao headline, made a community, upgraded the micro - naughty, and allowed businesses, media and people to produce more.

For businesses, it is necessary to pform ideas from the earliest operation flow to operation content and produce content, and to create interaction between consumers based on content, and to operate fans.

Over the past few years, around the characteristics of wireless terminals, efforts have been made in shopping guide, content shopping, personalized recommendation and community interaction, and completed the content shopping guide and product matrix. A lot of search optimization has been done, and future search will become a source of content distribution, not only distributing goods, but also distributing content and enriching consumers' search experience.

Also a product of content shopping, Taobao headlines, a media product with consumer information as its main body, has a reading volume of more than million level per day.

There are good goods and love shopping basically to the young consumers after the 90s to 95; the buy list is a cross category shopping strategy based on scenes; there are also products for overseas mode, as well as daily shops for the shops, etc. in the future, we will try video live.

This year Taobao also launched a product -- ask you a question product.

Using the advantage of Ali big data, users will push the purchase of this product and experience buyers for every issue they issue. Half of the problems can be answered within one minute, which improves the consumer's shopping decision-making experience.

We very much hope that businesses can participate in wireless operations. Because in the wireless era, our thinking must change from traffic to user and content. What do we need to do?

First, businesses have the opportunity to participate in shopping guide products.

In accordance with our requirements, merchants sign up and provide goods to the front-end small two. Through the mechanism input to good products, daily good shops and other products, not only can enhance the operation ability of the business, but also will greatly enhance the consumer experience.

The second is the daring people. We hope that businessmen and Daren have a way to build together.

We will also provide a platform, we will recruit some people to do some promotion, and build up a complementary operation system with commercial mechanism.

Because people have more advantages in content, businesses have products and users.

The third is through live video.

In addition to selling more merchandise to fans in the way of fans, Taobao has the opportunity to combine video with merchandise and shopping.

Consumers can interact directly with businesses, including displaying goods, including questions feedback, including a lot of marketing gameplay, which can be combined with the form of live broadcast.

Video live broadcasting is more suitable for some net red industry and anchor industry.

We recommend that businesses and anchors work together to take advantage of the platform we just used for our V mission.

This is a direction for us to focus on this year. We believe that this is a subversion of the mode, and the best thing is to make a very good interaction with consumers and fans.

The fourth is the operation of fans.

We hope to provide businesses with better positions of fans, such as micro panning and micro panning subscriptions, so that businesses can send messages to consumers.

I hope fans can serve as a platform for interaction with buyers.

Last year, we made an attempt with millet, and now we have accumulated about 500000 core buyers, and have launched more than 4 thousand topics, including commodity experience. It is a form of community that allows businesses to participate in, release some new products, and interact with some core buyers.

We will also provide a tool for businesses to organize their own content, put them in shops, distribute them through micro panning, and even recommend them to the community, and organize and disseminate these contents for the two time.

How can a businessman participate in the shopping guide mode? Taobao's buy list, daily good store and other products will open a backstage for merchants.

The daily good shop will customize a window for the products specially designed for merchants. After the commodity is examined, it will appear in a personalized way. The list must be made two times and the organization will be provided to the front desk.

How can businesses cooperate with people? Not only do they provide original goods, they also provide content to cooperate with others. All contents will enter the content pool and enter the front-end products in a personalized way.

We encourage businesses to cooperate with others, introduce talents and recruit talents.

We will launch the Ali platform, where businesses can recruit people and publish content, so that they can help promote and publish content.

Another product is Ali V task, Taobao will do a daring mechanism, people execute business tasks, there is a way of settlement, because a lot of content is created by Da, but Da people need commodity support and business interaction.