Chiang Fan Restructured Tmall: The Visible Market And The Thorns That Need To Be Crossed.

Although it took more than two months to formally take over Tmall, Jiang Fan's transformation of Tmall has entered a new stage. With the launch of the 618 new customer strategy and new product strategy, Tmall has entered the next stage of reconfiguration.

In June 25th, Tmall announced the "flagship store 2 upgrade plan": through the upgrading of tools and products, we will help brand businesses better operate their customers in order to sustain high-speed growth. Before this year's "double 11", the "flagship store 2 upgrade plan" will be open to all Tmall brand businesses.

According to Jiang Fan, the upgrade is not just a simple page adjustment to the flagship store, but involves online and offline marketing, operation and operation of the entire Amoy system, as well as the full link upgrade of Tmall and Taobao channels. For this reason, Tmall also did a lot of construction in the middle stage and back stage.

All marketing means upgrading and strategic adjustment are aimed at the next round of growth. In the first public appearance after taking over as president of Tmall, Jiang Fan has announced that the scale of Tmall platform transactions will double in the next 3 years. Reporters noted that in fiscal year 2018, the annual transaction scale of Tmall platform was 2 trillion and 130 billion yuan. In fiscal year 2019, the figure increased by 31%, and the transaction scale reached 2 trillion and 790 billion yuan. This means that in the next 3 years, Chiang fan will make the annual turnover of Tmall platform close to 5 trillion and 600 billion yuan.

As one of the important strategies to achieve the goal, Jiang Fan believes that this upgrade can not only change the concept of platform operation, but also enable platform and brand businesses to expand to the sinking market.

Operation turns from "goods" to "people"

According to Tmall, the "flagship store 2 upgrade plan" will focus on multi line operation under the online and offline operation, member operation, fan operation and sub group fine operation, so as to enhance the ability and efficiency of digital operation of consumers.

After the flagship store is upgraded, consumers will enter the Tmall shops of brand businesses, and they will be able to see the rights and interests of commodities and activities under the brand line. In addition, offline members, goods and services are fully connected with online flagship stores. For businesses, not only offline users can transform online, but online can also bring incremental business for offline businesses.

For consumers, the content of the front page seen by different consumers after login Tmall APP is "private custom". In the future, even if every customer enters the same Tmall flagship store, the page will be "different from person to person". In short, the upgraded Tmall flagship store will display consumer needs and likes.

The industry believes that this "1000 people shop" model and the previous giant gravity layout line put forward by the "1000 shop 1000 face" mode has the same effect. Whether online or offline, in fact, reflects the current business environment, the platform's attitude has changed from the operation of "goods" to the operation of "people".

Tracing back to the evolution of Tmall flagship flagship store, from the birth of Taobao's shopping mall in 2008, Tmall has gone from the PC terminal to the mobile terminal, and the evolution of the rich media form from the basic graphics to the video and live broadcast. The core is the operation of "goods", that is, how to better operate the commodities.

"But this is far from enough." Qi Junsheng, general manager of Tmall business platform business department, pointed out that with the increase of passenger cost and the difficulty of user retention, brand businesses need to enter the era of "consumer operation as the core" at this stage.

Qi Junsheng believes that the electronic business platform needs to think about how to use the technology and data capabilities of the Internet to help platform businesses to operate and enhance efficiency around consumers. Tmall's flagship store 2 upgrade plan is to help businesses to take consumers as the center, upgrade tools and products, online stores, offline stores, Amoy marketing matrix, operation matrix and outside Tmall Taobao channel to achieve full link operation, enabling merchants to connect and transform consumers.

The visible market and the thorns that need to be crossed.

In Chiang fan's view, Tmall did not see signs of Internet dividend disappearing. The main reason for this is that Tmall is still growing rapidly.

Jiang Fan also released 618 core data: GMV in real terms increased by 38.5% over the same period last year, and Taobao mobile DAU grew by 29% over the same period last year, the fastest growth since 2017. Tmall 618 was born with a club of 12 billion yuan, and there will be hundreds of millions of buyers in the future.

In these growth, Jiang Fan said, in fact, more growth comes from sinking user groups, and Tmall has bought 49% of its customers from 456 line consumers during the whole 618 period.

Needless to say, for the current consumption area, "sinking" is definitely one of the core keywords. The reason why we are so crazy about the sinking market is to see the potential of this market.

In May of this year, the sinking market report released by Quest Mobile showed that as of the end of March 2019, the scale of users in the three and below cities of mobile Internet reached 618 million, and the per capita usage time grew rapidly, with huge demographic dividends. On this basis, the sinking user online shopping enthusiasm is higher and higher, in the mobile e-commerce subdivision industry user growth is higher, and online consumption ability is also improving.

In other words, when the electricity market of a second tier city tends to be saturated, the sunken market will undoubtedly become the main source of new customers. This is no matter whether it is a great deal of spoil from the sinking market, or Tmall, an integrated e-commerce platform giant.

Obviously, Chiang fan's promotion of Tmall flagship store also intends to make Tmall closer to consumers in the sinking market, but in this process, it is unavoidable to encounter problems.

For example, in the upgrading of Tmall flagship store, the reporter noted that technology plays an important role. Tmall stores in the future will join technologies such as 3D, AR and AI. But these high-tech implants are bound to raise higher requirements for consumer mobile terminals. This is obviously a problem for the sinking market which has not yet been fully matured.

"Sinks the market, the consumer's mobile phone may not be so high-end, but today we have a lot of system capabilities, concurrent processing capabilities, product rendering capabilities, you can explore the boundaries of device hardware, this is our technology itself to solve the problem, is also our product itself to solve a problem." Qi Junsheng said Ali is also working in depth cooperation with apple, HUAWEI and other technology companies to solve the technical problems that need to be solved in upgrading flagship stores.