The analysis of the strategic planning stage of Big Taobao

The concept of Internet marketing, which is inherently ambiguous, is becoming increasingly popular. Under the financial crisis, many manufacturers who used to do pure foreign trade began to expand their domestic market by Internet. The rapid rise of the company, Alibaba domestic trading products, as well as Baidu paid search products selling, and no one does not show this kind of clues.

At the same time, the domestic E-commerce trademark company Alibaba Group Taobao, also launched is called "Big Taobao" new strategy, began to test the water line sales. Tradition has been broken, on the one hand, Taobao actively expand offline channels, on the other hand, manufacturers are also actively explore the Internet sales channels. The two seemingly contradictory directions have a common theme, a new marketing revolution that is revolutionary, both in terms of traditional ways of spreading and selling or branding.

The intent of the big Taobao strategy

Taobao, China's c2c market, has started building physical stores, which sounds like a rather strange thing. Whether it is Taobao brand authorized entity shop "Amoy One station" or they built the "Taobao City", in fact, these are Jack Ma to promote Taobao to complete the supremacy of the retail channel of important steps.

It is hard to speculate on when Ma's strategic idea began, but since Ma has always liked to take Taobao's turnover and Wal-Mart Comparison this point, we can see that Taobao does not seem to regard ebay as a real competitor, Taobao, whether in strategic capacity or innovative ability, are far more than ebay. ebay's evaluation of Taobao Mall is "will increase costs." This is certainly true, but it is a short-sighted one.

The difference between seeing the problem stems from whether you think of yourself as an "Internet enterprise". There is no doubt that ebay is taken for granted, but Taobao seems to have seen a further c2c vision, C2C Channel is already one of the important sales channels for the enterprise, and the future, almost no doubt that it will become the mainstream sales channels. But perhaps c2c is not a very appropriate word. In fact, Taobao from the first day is a mix of c2c and the model, seems to use "internet retail channels" to define more appropriate.

Big Taobao strategy is quite ambitious, the following is our implementation phase of some of the analysis:

Big Taobao strategy may be planning stage:

First stage:

Ali mother into Taobao operation, start the big Taobao strategy.

In the "Buyers, sellers, finance, payment, logistics, search, marketing" Six factors, logistics factors with the use of logistics companies, the seller discount. Other than an Internet marketing platform, Ali mother so merged Taobao, a preliminary for Taobao station products provide an advertising service platform.

Second Stage:

Ali mother in the Internet advertising field has accumulated a certain amount of resources.

2008 data show, Ali mother covered about 40 websites, 3 billion traffic, daily coverage of 80 million people, can be used as a platform for Taobao external promotion. The introduction of "Taobao customers" and "Amoy Merchants City", Word-of-mouth marketing.

Start Taobao Mall. With the help of Taobao resources, and enterprises to achieve cooperation, directly in Taobao Mall, to expand the influence of Taobao platform. And for enterprises to establish an independent business site, with the help of Taobao resources for internet marketing. Japan excellent Uniqlo curve into China is a typical case. It bypasses the restrictions of many conventional ways and quickly plunges into China's consumer market through Taobao's platform.

The acquisition of Phpwind community software service providers, Taobao will cover the community E-commerce, while also covering the phpwind itself fixed 20 million user groups.

Open API, to attract outside programmers for Taobao business to write services to promote the construction of Taobao platform.

Phase III:

Taobao Export sellers and brands (Amoy one station), the construction of Taobao city for the physical business test water.

The purpose of this move is:

Steady active sellers, sellers of the credibility, praise, transaction volume have strict requirements;

Sellers must register to avoid potential tax problems;

Try to seize the non-internet consumers, such consumer groups are still hundreds of millions of, far more than the Internet users;

To provide "Taobao catalogue" purchasing services;

Provide consignment services to long tail marketing to find the difference with the average retailer.

Trading Process: Sellers to Taobao upload "consignment" merchandise information-> buyers according to the catalog purchase-> buyers to obtain order number-> according to the agreed time to take goods.

"Amoy Station" not only to stabilize the active sellers, but also to build similar to the modern retail channels such as "convenience store" type of channel, but it covers a catalogue of goods far beyond the general convenience store.

Phase IV:

Taobao is expected to rely on the development of good physical stores, and on this basis, the establishment of the surrounding community to build a retail network.

And can be a physical store to establish a certain warehouse, provide the same city Express service, the third party logistics services to minimize the uncontrollable factors. When the volume reached a certain extent, you can expand the product line, the previous E-commerce platform is not good for the operation of large products, can also rely on the entity to sell. In addition, to the existing technology platform to expand wireless shopping and wireless payment, and finally let Taobao cover the life of E-commerce comprehensive. At this time, the product is expected to cover the whole consumer goods category even service industry.

In the "Big Taobao" strategy, even "Internet sales channels" is an underestimate. The intent of Taobao is actually to build a new way of shopping in the internet age. Single from its initial planning, we can see that Taobao first cut into the channel will be mainly two: convenience stores and supermarkets. These two channels of customer composition is mainly Taobao original C2C platform sellers and consumer platform Taobao Mall sellers. The essence of this strategy is to find a new way of domestic marketing for powerful Chinese manufacturing. Taobao is already a Chi retail platform, and tens of billions of dollars is not difficult for it. If so, the trillion-plus scale will cover at least hundreds of thousands of SMEs and individual entrepreneurs.

Internet channels have a unique feature that can be seen clearly in the business-to-business sector (Alibaba has a staggering 63.51% share of the business-to-business market and is 9 times times weaker than the 2nd global Resource). Taobao, the same group, clearly understands this market feature, which is one reason why Taobao is still struggling to grow after the first online retail market in China. Taobao is also more clear than other sites c2c trend is the consumer platform, and Taobao's strategy, in the final analysis is docking Alibaba, to do sales channels and the boss of the retail market, whether this retail market for Internet sales channels or modern retail channels.