E-Commerce Should Return To People And Improve The Experience Of Consumers And Businesses

At the beginning of the year, it is the time for big Internet companies to accept new ideas and give up their past.

Ma Huateng summed up Tencent 2020: we should stick to the faith of integrity and let connectivity create value; Liu qiangdong drove his own expedition in the field of "community group buying" and arranged his troops in formation; he rushed to the Hong Kong stock exchange, and in the first three quarters, e-commerce Gmv achieved 204.1 billion, only one step away from the target of 250 billion.

In terms of target anchoring and organizational structure adjustment, Ali is one of the most sensitive Internet companies in China.

After the double 11, Taobao / tmall announced a new round of organizational structure adjustment for "e-commerce business":

Pingchou will be fully responsible for Amoy products and technology;

Blowing snow is fully responsible for the operation of tmall merchants and industry;

Jialuo is fully responsible for the construction and development of the platform commercialization system

E-commerce is the core business of Ali, and Chinese retail including Taobao / tmall still accounts for 62% of the total revenue. Through business adjustment and personnel turnover, we can solve the common problems of production efficiency of large companies. In a sense, it is not only the implementation after Zhang Yong (Huaming: xiaoyaozi) proposed to establish "agile organization, simple culture", but also the response strategy of Ali e-commerce field to meet the challenges.

At the same time, as a platform serving 1 billion consumers, every small change will affect the entire ecosystem. For consumers, it may mean a series of chain changes in consumption decision-making, which will affect the final pleasant feeling; for merchants and talents, it means the change of flow distribution logic, which is the redistribution of "commercial interests".

On January 18, at the Spring Festival party meeting of tmall merchants held in Shanghai, all the management came to the scene, exchanged views on the issues concerned by the merchants, and shared the latest strategies of tmall this year.

In 2021, how should Taoxi e-commerce plan its own course of action? What new opportunities do businesses have? "E-commerce online" (ID: dianshangmj) collated the content.

Return to people and improve the experience of consumers and businesses

First of all, where is tmall going in the next stage? It can be summarized into three directions

Improve the consumer experience;

Reduce operating costs, optimize products (flagship stores, data products), and improve the overall operation efficiency;

Promote new products, new brands and new categories.

Consumers, businesses and platforms constitute the vertical and horizontal three-dimensional coordinates, which are indispensable.

The anchoring of strategic path is a comprehensive decision for enterprises to deal with the market.

This year is the tenth year of the development of mobile Internet, and the world has long changed.

In the past, people were looking for goods, and users were looking for their favorite products in the search box. Now it is goods looking for people, and all kinds of information is coming. The trend of content has accelerated the change of e-commerce platform.

Ali has maintained a stable growth, but more and more challengers have launched attacks on it, from Jingdong and pinduoduo to the Shuyin fast hand of "killing time", and from traditional e-commerce to live e-commerce, all fields are facing challenges.

In "forever", management guru Collins praises companies that pay more attention to self-improvement than to regard rivals as their ultimate goal. The management of tmall said at the exchange meeting that the platform has grown up, with diversified supply and rich content carriers, as well as complaints from consumers and businesses, especially the complexity of marketing methods and price mechanism, "we will do some optimization and simplification this year." The management of tmall said that improving the experience of consumers and businesses is the top priority of tmall's operation strategy in 2021.

It's not just lip service, but a clear path. "Simplicity" is a key word that has been mentioned many times.

Simplify the marketing method, make the commodity price more clear at a glance, arrive on the same day or the next day, visit or make an appointment, and the logistics experience is more deterministic. On the side of business, it will reduce the threshold and cost of business in tmall, and improve the comprehensive operation efficiency of businesses.

In the past two months, Taobao has been constantly updating and upgrading, increasing the flow of commodity information, improving the matching efficiency between people and goods, and adding a new content center "shopping". Through the participation of "people", Taobao has completed the shopping "sense of discovery" that is difficult for technology and businesses to achieve.

Taobao is becoming rich in media. From its initial shopping mall, Taobao has gradually grown into a new market that focuses on content. In the middle of the evolution, many places need to be reshaped to test the cognition of the helmsman and team on many things.

This is a global game to test the cognitive radius.

New opportunities for millions of businesses

The transfer of platform traffic has brought about the shift of business attention.

Since last year, the "black swan" has made it a habit for people to shop online. When demand moves from offline to online, the epidemic provides new growth opportunities for Taobao, tmall and Jingdong, as well as tens of millions of businesses on these platforms.

Tuixue, vice president of tmall, said that the number of users born after 00 and 90 on the platform has increased, and the trend of youth is obvious. The unit price of customers in the fourth and sixth tier cities is also increasing. At the 2020 Alibaba investor conference, a set of data was released. The ARPU of consumers exceeded 9000 yuan, and pinduoduo's last quarter financial report showed that the ARPU value was 1993.1 yuan.

AAC of annual active consumers and ARPU of annual average consumption of users continue to grow, which reflects the effective management of the process of "browsing commodities - interested in commodities and stores - buying again - becoming loyal customers". With the increase of user consumption, businesses can be attracted to open stores - push new products / new brands - multiple needs are met - and more users come to the platform to shop / buy, forming a flywheel effect.

Zhang Yong, chairman of the board of directors and CEO of Alibaba group, recently mentioned one word: "digitalization". "Digitization is the certainty in the uncertainty."

The flagship store is the core product on the tmall platform. To achieve "digitalization", businesses need to achieve more interaction between public and private domains, and more integration between online and offline.

"E-commerce online" mentioned in "Taobao revision: Buyer show upgraded to shopping, paying more attention to" sense of discovery ". After the new round of upgrading of Taobao," micro Taobao "has been moved to the top of the home page, upgraded to" subscription ", and tied with" recommendation ". This can explain Taobao's action of constantly upgrading the sharing community: let businesses focus on operating their own stores. At present, the overall efficiency of subscribing to stores has been improved by 20%, and the depth of subscription browsing has been increased by 70%.

Blowing snow revealed that it will continue to promote personalized and interactive stores, and help businesses do a good job in online and offline integrated global operation.

"We will redefine the membership. The first is to standardize the membership data, and the second is to define the member data products. Products like membership code will be launched."

In the future, the platform will distribute more private domain products in search, recommendation and promotion, not just commodity distribution. In other words, what the platform needs to do is to take "members" and "private domain traffic" as the strong link and basic disk, so that businesses can have more personality attributes.

The platform also responded to the concerns of businesses. This year, tmall will further standardize the operation of the platform, improve the service quality and customer experience, do not interfere in the legitimate and legitimate commodity management and price management of merchants, respect the independent operation rights of merchants, and do not support "one of two choices". At the same time, we should create an open and transparent platform rule system, standardize the operation process of investment invitation and registration, and protect the rights and interests of merchants.

Continue to incubate new products and new brands

Another important change this year is the outbreak of new species and new categories.

Three and a half in the crack between Starbucks and Nestle found cold extract coffee. Yuanqi forest relies on the non sugar gas to soak in water and fight out the encirclement in the carbonated ocean of Coca Cola. The world has been suffering from steel rims for a long time. Ubras makes girls feel comfortable without steel rims.

Market segmentation is not only to discover the market, but also to create demand. In the past year, there were more than 1000 brands of new products on tmall, with a turnover of more than 100 million yuan. A new marketing product like tmall black box can cover nearly 200 million people every month.

"This year, there will be new changes in the operation of businesses. The whole content field will be jointly searched and recommended. We will combine the flow field of content, the flow field of goods and the search field together to help you do better operation of new products, new products and new brands." Responsible for Taoxi product technology and search recommendation flat domain representation.

When the mobile Internet enters the next decade, the price of online traffic will continue to rise, and the dividends will be exhausted. Businesses will not be anxious, and no one will be able to guarantee that the platform they have made heavy bets will be abandoned by traffic.

By integrating the content field, search field and recommendation field, businesses can have more digital solutions, enhance the user activity and stickiness, and improve the efficiency of transaction and conversion, which can not only solve the sales problem of merchants, but also keep the growth red line of the platform.