In South Africa, Zhang Yong Used These 28 PPT To Persuade Global Retailers And Brands.

Group CEO Zhang Yong, who controls 1/3 of China's retail share, appears in Cape Town, South Africa.

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P & G, Unilever, Mars and other world's top retailers and

Together with CEO, a business summit gathering of CEO in the global consumer goods industry was held.

In South Africa, Zhang Yong used these 28 PPT to persuade global retailers and brands.

Scale: China's electricity supplier 10 trillion Ali has always occupied 80% market share.

China's electricity supplier market has experienced rapid growth, and this growth will continue.

Bain predicts that by 2020, China's electricity penetration will further grow to 22%, and the market will reach 10 trillion yuan.

Alibaba always occupies more than 80% of the market.

Opportunities for mobile commerce: companies are more likely to reach consumers and consumer behavior is more traceable.

China is undergoing rapid and digital pformation and moving towards digital society.

The Internet population in China is around 700 million, which is very surprising that more than 90% of the Internet users are mobile Internet users.

China is not only the world leader in mobile Internet, mobile commerce and mobile payment, but China should be the world's leading market.

Mobile wave brings challenges and brings obvious advantages to enterprises.

Consumers are more likely to touch, and consumer behavior is easier to identify.

The pformation of China's economy is based on young people.

Over the past 30 years, China's economy has been driven by exports and investment.

But today, China's economy is pforming into a truly consumer driven economy, a service economy.

It is not easy for China to go through this process, but China has its own advantages in pition: young people.

As I have just shown you, most of today's mobile Internet users belong to young people.

They will spend more time on the Internet. Their savings rate is lower than that of the older generation. Especially with the development of mobile commerce, they are more inclined to spend time and consumption on the Internet.

Alibaba business plan: data circulation

The first tier: the core business, mobile media and entertainment, the three major parts of local life.

The second tier: the financial composition of Alipay and ant suits.

The third level: the global logistics network built by rookie network.

Fourth floor: data management and marketing service platform built by Ali mother

The fifth level: cloud computing platform of Ali cloud

I want to stress one thing to you: data.

Alibaba is not actually a business company. Alibaba is not a service company.

In essence, Alibaba is a data company.

We regard all these business scenarios, such as business, payment, logistics, marketing services and cloud computing, as the scene of creating data.

We generate data from various business scenarios, and then use these data to fuel our businesses and participants in the ecosystem to help our partners, in this rapidly changing world, continue to achieve business that is not hard for the world to do.

Taobao Tmall Juhuasuan: the largest retail platform in the world

Taobao is not eBay. Chinese consumers use Taobao to find fun and find trends.

Today, Taobao has more than 150 million visitors per day.

Carrying over one billion items

On average, each user opens 7 times a day, depending on 18 stores, 35.7 items, and 20 million comments a day.

Taobao is a free market, famous for its wide range of merchandise choices.

Taobao has a lower threshold and everyone can shop on Taobao.

For consumers, the value of Taobao is to help them spend time on it.

Tmall is not Amazon, Tmall is a brand driven market.

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It has 89 thousand flagship stores and 180 thousand brands, of which more than 12 thousand are international brands.

Unlike other platforms, Tmall copied the offline models for many years to the Internet. Instead, what we did in Tmall was to operate a platform, empowering our brands and retail partners to run their positions on Tmall so that they could reach consumers directly.

Tmall saves consumers time.

Today's Alibaba is already the world's largest mobile economy, and more than 90% of China Mobile's online shopping users are active users of Ali.

Every year, 423 million Chinese consumers shop at least once on Ali platform.

In fact, many users spend more than once, and the heaviest users spend hundreds of thousands of dollars a year on Ali platform.

Ali has covered most Chinese consumers, especially the younger generation, with more than 400 million mobile monthly active users.

Interestingly, Ali's users are very young, more than 80% of the users are under 35 years old, and the most encouraging thing is that 35% of the users are under 24 years old, which means they are still college students and have already begun to experience online shopping before they have a steady income.

Xiao Yao Zi and his team founded the double 11 together 7 years ago.

Today, double 11 is not only a Chinese consumer but also a holiday for global consumers.

Last year, double 11 sales amounted to $14 billion 300 million, creating eight more single product Guinness records than the United States Black Friday and Monday Monday.

Taobao Mobile: long ago, it is not a sale. It produces 100 million GMV a day.

Why is double 11 so popular? Why is Taobao Tmall's user involvement so high? The reason is that Ali's retail platform is much more than sales itself.

Consumers kill time here, and each user spends more than 20 minutes on Taobao Tmall shopping app every day, which is a very long time for shopping platform.

Today, Taobao mobile is the largest social networking platform in the world.

Daily consumers share 5 million times

20 million reviews, 1 million 500 thousand of which have pictures, 1 million interactive reviews.

There are 1 million product related questions per day and 2 million people participate in answering questions.

100 million GMV a day comes from social networking.

Tmall and Maybelline worked together with their signing star Angelababy to broadcast a new product on the Internet: a lip gloss.

Over two hours, more than 10 thousand were sold, the most important thing was not sales, while 5 million of the consumers saw live broadcast, creating a huge consumer awareness of brands and products.

This picture is a traditional sales system that everyone is familiar with. Manufacturers find a batch of wholesalers, distributors find retailers, and it takes a lot of time to interact with terminal consumers.

60 years ago, there was a revolution of consumption upgrading, and the mass media such as radio and television were booming. Brand operators mastered the minds of consumers through mass advertising. At that time, retailers were not successful, mainly wholesalers and small stores.

In the past 15 years, retailers have mastered the relationship with consumers, and brands need to reach consumers through this channel, so all marketing efforts have not precipitated relations.

Listing a product requires 3 months of bombardment, but even so, it is nothing more than letting consumers stand in front of the shelves.

The relationship between consumers and consumers is not in the hands of branding. Brands do not know who the users are.

Retailers use this to ask the branding price.

In the first thirty years, brand operators controlled the relationship with consumers. After thirty years, retailers monopolized the relationship with consumers.

But times have changed. In this digital world, the world is flat.

What Alibaba wants to do is to become a platform rather than an intermediary between the brand side and the consumer.

Ali hopes to help brand partners, help manufacturers, help retailers to build a correct channel to consumers, not only to generate sales, but also to help customers continue to reach consumers and help consumers get insights.

Through internal reform and pformation, Taobao Tmall has become the largest consumer media in nature. Through acquisition and integration, Ali has the largest video media Youku potatoes in China. It has the UC headline of the mobile browser UCWeb, hatched out Shenma search and news service.

Ali has the leading navigation and map service in China, and has the number one enterprise social platform nail. It has local life business, panning ticket, Ali travel and word of mouth.

Have you invested in 500 cities covering China?

Let's take a look at Ali's media.

As mentioned before, Alibaba has already owned a number of media assets such as social media, video, browser and so on.

Quickly to make a Sino US benchmarking.

In the US: advertisers make brand advertisements on Youtube and Facebook, and advertise them on Google, and sell them on Amazon.

But what we want to do is to put all these actions in the same ecosystem.

Social networking, consumer media, news, search, browser and video.

Today, Ali's mobile sector has covered 95% of China's Internet users. This deep penetration can help Ali achieve this unified ecosystem.

Alibaba does all this not only for itself, but also for helping brand partners make full use of these resources and create a truly digital business in China.

How big is Ali big data?

The 500 million demographic attribute data of the real name authentication of the electricity supplier includes data browsing, clicking, purchasing, purchasing, social networking and mobile diversification.

300 million cross screen, 500 million cross device to open up, no matter what media users see, what equipment can be used to identify the real person, and Ali's data is the most valuable consumer data, the most able to let the brand know what consumers like, what to buy, what not to buy.

What is the advantage of forming the same ecosystem? The advantage is that Ali can help brands to form a unified super ID on the consumer side, identify consumer behaviors across platforms, and launch marketing and sales.

This is Ali's most important value that can be provided to the brand.

Ali already has a powerful retail platform, with a powerful media platform. We integrate two platforms to enable users to manage users in the same ecosystem, and brand operation.

All of these are carried out in a closed loop ecosystem, all of which can be traced and tracked.

Through data and integrated ecology, Ali's mother helped a popular snack food to advertise, helping users expand their coverage by 90%, advertising click through rate increased by 120%, and advertising investment return increased by 135%.

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Since the beginning of the countryside, the situation in China is very special. Over 600 million of the population live in rural areas. There are 600 thousand administrative villages in China, most of which are less than 1000 households.

You can imagine, in such a wide range of geography, that it is almost impossible to infiltrate the countryside through the traditional offline channels.

The only way to do it is e-commerce.

Through electricity providers, through the rural Taobao plan, Ali helps brand partners infiltrate into rural areas.

Rural Taobao has set up a rural Taobao partnership system. They are not our employees, but young entrepreneurs in the village. They want to build their own businesses, and promote the products and brands on the Taobao brand in the village.

They represent farmers to buy, pay and receive goods.

They earn commission from them.

Today, rural Taobao has covered more than 15000 rural areas, and 300 enterprises use rural Taobao.

What Ali can do today is not only to help you reach the younger generation in the city, but also to help you reach the residents in the countryside.

Ali has just acquired Lazada, giving enterprises a good chance to enter the Southeast Asian market.

Through fast selling, Ali hopes to help brand partners to sell products to more countries through cross-border mode.

Fast selling is the number one e-commerce site in Russia, Spain and Israel.

And Tmall international, a new project started a year ago, helps overseas businesses who are interested in China and have not yet entered China, and directly begin to get consumers directly through China in cross-border mode.

Through all this, what value can Ali provide to brands and retail partners in this rapidly changing digital age? Brand marketing, user management, channel expansion and product innovation.

The whole process of consumers: building awareness - interest - Buying - establishing loyalty.

All brands have to go through these four steps to get consumers: building awareness - generating interest - Buying - establishing loyalty.

Ecological effects of electricity supplier + media

Tmall and Olay carried out a cooperation. Through Ali's media business Youku, Olay broadcast video ads on Youku, because the unified ID in Ali's ecosystem, when consumers came to Tmall, Tmall repositioned the audience who had seen advertisements, and recommended them to the Tmall official flag shop.

Through these operations, Tmall found viewers who had seen advertisements, when they bought Tmall, the conversion rate was 151% higher than the average.

Luo Zhenyu effect: the rise of net red and daring people

Another example is how to make use of new media on Ali shopping platform.

The talk show host is called "China's JimmyKimmel" and plays a talk show video on his Tmall store.

But it's not just talk shows, it's more of a recommendation.

Because this net red once was an editor, he started his own business as a talk show star, and then began selling books, through his program, viewers can understand the contents of books more, more curious about books, more sales.

Through differential positioning of platform, Ali builds multi scene and multi-channel consumption channels.

Through differential positioning of platform, Ali builds multi scene and multi-channel consumption channels.

Taobao is a free market, Tmall provides brand products to consumers, Tmall stores have built up the shopping mentality of consumer goods.

These three scenes cover most cities in China.

Fast selling leads to overseas expansion. Lazada specializes in Southeast Asia, while Taobao in the rural areas sink channels.

Finally, businesses also rely on Tmall's sales channels to reach 8 million businesses on the retail platform. They are not only sellers but also buyers.

All of these can enable enterprises on the platform to cooperate with the brand manufacturers of Ali to make full use of the scale advantage, a platform and multiple networks.

In rural areas, rural Taobao helps Unilever sell its products to every corner of China.

Finally, let's talk about product innovation. We just talked about sales, marketing and user management, but how did Ali improve the supply side with digital commerce to improve product innovation.

Here is an example.

Tmall and Pampers jointly launched a new product research.

Every consumer product manufacturer here makes periodic new product research and research, and develops a new product to be tried out, to do research and sample survey.

But on a platform with 400 million users, you can do an Internet survey in the most efficient way.

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Covering 343 cities

Get 17000 samples of real consumers.

Complete 7000 precise positioning questionnaires.

You can see that through the Alibaba program, only one week will be able to get the true feedback from the user survey, which is really developing new products with the insight of consumers.

Brand marketing, user management, channel expansion and product innovation are four important values. Brand dealers and retailers will be able to achieve in an ecosystem of Ali.

This is a closed loop, traceable four in one "media + electricity supplier" ecosystem.

This is Alibaba, about Alibaba's business, about China, and how to cooperate with Alibaba in the digital world.

Ali is not a manufacturer, nor is Ali a retailer or an online retailer. Ali is a platform company.

I believe that Alibaba can become a new element of the consumer goods forum. It is a great pleasure to be here with all of you here, and to cooperate with all of you here to seize the opportunity in this disruptive era.