One Year Research On Taobao Special Price Edition: 365 Days Of "Encirclement And Suppression" And "Anti Encirclement And Suppression"

Tens of thousands of bags of disinfectant wipes are sent to cities below the third tier every day; fascial guns have a year-on-year growth of 4980%, with the largest consumption coming from Tongchuan Mining Area in Shaanxi Province These consumption data indicate that some demand changes are taking place.

On March 25, Taobao special edition announced the strategic upgrade. Wang Hai, vice president of Alibaba group and general manager of c2m business department, said that in the coming year, Taobao special price version will build a whole category source direct supply system, continuously subsidize daily consumer goods, and create the largest cost-effective comprehensive e-commerce platform.

The core of the upgrade is fresh food and brand clothing. At the same time, Taobao special price version will focus on agriculture, open up Ali's digital agricultural system, and directly connect to 10000 agricultural products direct mining bases. Starting from agriculture, this move can be described as a direct effort to the hinterland.

Wen Zhu, general manager of Taobao special price edition operation, revealed that Taobao special price edition will start from logistics and supply chain. When it comes to whether Taobao's special edition is Alibaba's competitor in the sinking market with a lot of layout, Wenzhu also responded positively, saying, "it's not a competitor, it's more like a friend.".

At present, Taobao's special edition has been on-line for 9 months, breaking through 100 million. Wang Hai said that the desire to live a better life in the sinking market is becoming stronger and stronger, and they need more new consumption.

Diversified consumption in sinking Market

According to official data, Taobao's special price edition already contains 1.2 million industrial belt merchants and 300000 digital chemical factories in 2000 industrial belts. Among them, there are 13 factories with annual sales of more than 1 billion.

Compared with the long-term deep ploughing and sinking market, it is not inferior. On that day, Taobao special edition released the sinking market consumption report. According to the report, in the trend of cost-effective consumption, the sinking market has begun to diversify consumption: the pursuit of a better life has become the main theme, but it has also revealed cold consumption knowledge, such as the phenomenon that men in small towns love beauty more and chicks are crazy. On average, tens of thousands of people buy water purifiers every day on the whole platform; dishwashers are becoming more and more popular, and more and more consumers begin to decorate their lives with good things. Among them, potted plants become the first choice, storage and finishing into a new favorite.

Over the past year, electric toothbrushes have undoubtedly been a big hit. As early as 2020, Taobao's special edition sold 200000 new electric toothbrushes for 9.9 yuan a day. Up to now, the electric toothbrush is still in the sinking demand and consumption, maintaining a monthly order growth of 1770%. Also becoming a big hit is the "net red artifact" fascial gun, with a year-on-year increase of 4980%, becoming the most popular item.

It is worth mentioning that with the comprehensive opening of Taobao special edition and 1688 in September 2020, the sinking market supply has been further enriched, "wholesale and retail integration" enables consumers to buy what they need, especially the consumption of cultural and educational supplies. Just as parents in the first, second and third tier cities attach great importance to their children's education, the sinking market has also begun to intensify competition, paying more attention to education and increasing the demand for customized and personalized learning.

"The sinking market lacks good supply, so the platform should be given the opportunity to expel bad currency with good money." Zhu Keli, executive director of the China Information Association and President of the New Economy Research Institute, said in an interview with the 21st century economic reporter that made in China should shift from low quality and low price to high quality and low price, and give full play to the platform from market reform.

The core of the sinking market competition lies in the upgrading of the supply side. Only by better seamless connection between the consumer end and the production end, and better meeting the personalized, branding, quality, and experiential consumption demand of e-commerce platform, can production, circulation and consumption occur more in the domestic market, and help to form a new dual cycle pattern dominated by domestic large cycle.

In the future, Taobao special price version will open up Ali's digital agricultural system, directly connect with 10000 agricultural products direct mining bases, and move fresh greenhouses into the sinking market with the help of more than 1000 County Central warehouses and more than 30000 villages and towns in China. Wen Zhu revealed that after the comprehensive development of agricultural categories, the total number of direct mining bases for Taobao special price agricultural products is expected to double from the current 5000 within a year.

Looking forward to cooperating with Tencent

It is worth noting that the special edition of Taobao will open wechat applet. Wang Hai told the 21st century economic reporter that in order to help businesses grow better and meet the habits of different consumers, Taobao's special price edition has always been its original intention and mission. "Taobao special edition hopes to cooperate with Tencent and seek the best way of cooperation. The application process has been initiated to the relevant departments of Tencent, and has not passed the review. "

According to relevant sources, Alibaba plans to open the Taobao special price version of the app on wechat, which has invited some businesses to participate, which means that the Taobao special price version of the app will support wechat payment.

This is the first ice breaking cooperation between wechat and Taobao after years of blocking each other. At the 2020 performance conference of Tencent holdings on March 24, some investors asked whether Tencent would have more space for cooperation with other economic ecosystems in China. Tencent executives said Tencent's overall principle is open, "we have an open platform and encourage cooperation with all other platforms. As platform operators, we need to consider user experience and protect user privacy. ".

For businesses, the opening of the platform will undoubtedly increase new channel opportunities. "In the past year, the whole traditional clothing industry has been greatly impacted, and it is very difficult for us to achieve a 30% performance increase. Our customers bring in new products very fast, and the loss rate is also very fast. The whole market has become very rich. We are facing a very big price shock. Basically, we are squeezed from 10% to 1% in the sinking market. " According to Hou Ying, the e-commerce operation director of SEMAR group, it is still necessary to find a platform with a very large population base and crowd opportunities. Blindly low price is not the direction, brand direct supply direction will become a new mode.

In addition to clothing categories, Taobao special edition will inevitably face pressure from pinduoduo. Fresh products are the basic category for pinduoduo's survival at the beginning of its establishment, and also the core category that pinduoduo attaches great importance to. In just six years, pinduoduo has made a "Blood Route". By the end of 2020, the number of active buyers of the platform has reached 788.4 million, 35% higher than that of 585.2 million at the end of the previous year. In the same period, the number of active buyers of Alibaba was 779 million, and that of Jingdong was 472 million. Pinduoduo has become the largest e-commerce platform in China by the end of 2020.

In 2020, the turnover of pinduoduo's agricultural (sideline) products will be 270 billion yuan, doubling year-on-year, accounting for 16.2% of the annual turnover, far higher than the average proportion of the industry of about 3%. Up to now, more than 12 million agricultural producers have connected with consumers across the country through pinduoduo.

In response to this, Wen Zhu said in response to the competition with pinduoduo that Ali has been working very hard in the above two fields. In the field of agricultural products, Ali has launched rural Taobao, characteristic China, etc., "the whole group has 23 departments engaged in sales related to agricultural products"; in terms of clothing category, it is Ali's advantage category.

According to the data disclosed by Wang Hai at the press conference, Taobao's special edition has been connected to 10000 direct agricultural product mining bases, and has 1000 county-level central warehouses and more than 30000 villages and towns in China. He still believes that Taobao special price board has great advantages in the sinking market.

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