At the beginning of the new year, all weather

At the beginning of the new year, all weather new, the cat also released the "2015 Service standards." CAT President Wang Yulei vowed: "To start the Consumer experience Upgrade program, will help the integrity of business growth, enhance business services, and joint businesses, for different categories of goods to provide different services, continuous optimization of customer service experience." "As the industry leader, the cat in the field of e-commerce attitude, trend, layout, etc. can be described as" the Bible "as the height of the new rules of the formulation of the significance of the important to imagine.

Is this going to be a big trick for Ma Yun? You know, in the past year, even though Alibaba Group has been listed with a 250 billion dollar market capitalisation, but in the face of Jingdong Mall, Poly-United States excellent products, only products such as electric platform, and the pursuit of Gome online, Dangdang, Suning easy to buy and other flank attack, more Baidu, Tencent, Wanda Big three joint sniper, even unknown, Relying on micro-trust platform to hatch out of the micro-dealers to threaten to subvert Taobao pattern. E-commerce industry has long been the smoke, and in these emerging or vertical, or sophisticated, or avantgarde electric traders look, Taobao is the electric business ecology, has been old, morbid. 1, the survival of small sellers worry, platform flow distribution touches the ceiling; 2, the jungle, price war unscrupulous; 3, the platform to run the rules of the challenge, fry the letter, brush single, fake this to eliminate the long. The whole Taobao ecosystem presents a robin, this background, the cat issued the future of the electricity business to return to the consumer experience of the call to the new 2015-year outline of a better future, all the rallying and cheer.

To sum up, this new service standard, mainly divided into two aspects: one, for the vertical market, members of tiered services, after-sale protection and other aspects of the new, deep digging industry characteristics, used to provide personalized services, such as for the United States to try the category of "allergy" protection, for members to take priority to buy, everyone electric installment and so on. Second, in order to fry the letter cheat, with this charge good and so on various dishonest behavior carries on the crackdown, to the good faith merchant gives more support. At first glance, the cat has recognized the existence of Taobao ecological problems, has also begun in the norms, adjustments, but in the author's opinion, the cat did not start from the root of the problem, hold high the banner of consumer experience, but there is castles suspicion, does not have the actual value of the broken bureau.

The ecological "Mixed order" test of Taobao

As the platform of E-commerce, Taobao is essentially a platform for the third party, and consumers how to obtain service from the business experience, the cat can only guide through the rules, supervision, and can not ensure that the service can be implemented. You know, until Ali is listed, the entire Taobao ecosystem has 8.5 million small and medium-sized sellers and 279 million buyers, such a large volume, has made the third party platform overwhelmed. For small sellers lack of effective resources to support, will incur as a non-rebellion, too dependent on the big sellers, leading to the imbalance of the rules, Taobao is now doing just before the transaction Shajijinghou-like constraints and trading after the aftermath of security, and the consumer's trading experience how to measure and not a reliable steelyard.

In fact, as a platform for the rules of the game, there are two-way control hands. From the specific case, the consumer and the merchant connection process has the experience feeling, once the transaction has the question to have the platform safeguard, these are the obvious "the control" move, can play the key role. But from the whole Taobao ecological perspective, the biggest rules of the game is not obvious on the "control" measures, but secretly "running" logic. Business is the way to control costs, ensure profits, on this basis, only the product innovation, marketing promotion, service optimization, and so on, some want to go after the business, in order to get better flow, can only do through the through-train bidding rankings, drilling exhibition promotion, poly-cost-effective auction and other promotion, and platform side resources are limited, Business in order to compete can only through the mechanism of bidding to rob Resources, long this way, will lead to a large increase in the cost of business promotion, profits do not go, and how to talk about service experience?

Moreover, Taobao's sales, reputation, brand, etc. in fact, like the network real estate, is through High-volume, long time trading behavior precipitated down, but also has the effect of winner-all. Like Han all clothing house, Royal Mud Square, Uniqlo, Millet, gree and other strength to enhance the service experience, and those who still struggle to survive on the edge of small and medium sellers? Under the strong exclusion of large sellers, in order to survive, it is difficult to ensure that there will be no speculation, brush, fakes and other chaotic order occurred. Under the same rule, from the size of the ecological sellers, the strong partition of resources, the weak self-preservation, this is a difficult knot, Taobao how to balance this contradiction?

Second, enhance the experience, Ali to leather his own life

In fact, for the ecological existence of Taobao contradictions, the cat also has a layout, from E-commerce to social business transformation from the sales platform to consumers to connect the platform, so that the brand flagship store has the awareness and ability to operate fans. Such a transformation will guide the brand, weakening the flow of occupation, with the experience of the service captive their fans, so that their own brand reserves a certain base customers. The cat also gave the brand street, users pay attention to the brand, etc., but, this direction is still in the exploratory phase, and did not get a wide range of applications. Click on the brand I focus on will see some new releases, and coupons, but to open a few new product sales how to build trust? This is based on brand experience services to guide the flow of the channel can only be one of them, it is difficult to establish a short period of time.

Here we have to mention a concept, what is the online shopping experience. Landing Taobao, directly through the focus on the brand, connected to the merchant, just a consumer experience, to know, in the Taobao consumption, "Amoy" itself is a kind of experience, "parity" is also a kind of experience, this is the consumer accumulated over the years of consumption habits, how can changeable. Consumers are accustomed to the selection of goods from a variety of products they like the "Amoy" process, and then according to popularity, sales, reputation, reputation and other comprehensive assessment of whether to buy. Even a trustworthy product, but also habitually in the entire platform for parity, to ensure that the products they buy is the most appropriate. The so-called, consumer and business connection between the service experience is only on the surface, really let consumers "cool" but Taobao is not an invisible ecological online shopping experience.

Of course, "Amoy", "parity" is just a habit, not the user really think, nor is the user's interests can be the most guaranteed experience, there is a way to promote it? Naturally, but to clean Taobao is the life of the electrical business. When Alipay uses large data to get a ten-year bill, does it ever think that big data can be used to optimize the consumer's online shopping experience? Suppose a shopping scene, the consumer opens the Taobao page, sees is a according to the personal search record, the purchase record, the consumption tendency and so on recommend the product, also has a person often concerns the brand some new products, the best-selling product, even has recently the praise appraisal especially good, the mainstream populace all is consuming the product. Consumer Open Product Purchase link, will see the product in detail in the comprehensive ranking, inform users, this is the highest cost-effective products, if so, who is willing to risk to buy fakes to hard, to bother than? However, such a consumption scenario, will lead to Taobao is the power of the platform for many years of accumulated mature keyword bidding system, through-train system, etc. was hit, is tantamount to the life of Ali. Is Ali going to do that? Consumer experience is not only the security after the end of the transaction, from the user to open the Web site to screen goods, and then to the transaction process, and then to consumer protection, the whole process belongs to the experience category.

Third, to the central way of breaking the Bureau

From Robin, to intensive farming, because of the current electricity business order is too messy, the future of the electricity quotient has more beautiful imagination space. Now the topic of comparative focus on the Internet is to center, if Taobao is due to rely too much on traffic distribution, and into the doomed, then the best way is to center. To know the jungle ecological rules, the old truth of the millennium unchanged, is the law of the jungle, evolution, killing is inevitable. However, as a platform, the adjustment of the ecology if the central rules will incur harm, but if the natural evolution of the central, perhaps the bleeding will be gentle.

Let Taobao a third-party platform to try to platform, how to do? First, the big sellers "out Amoy", the Amoy is not to leave Taobao, but to weaken Taobao "flow distribution", "bidding ranking" that set of rules, so as to develop the independent electric business posture, only those who operate fans, strengthen services, expand value-added and other consumer experience can be implemented. Second, small and medium sellers "shuffle", Ma said that Ali is a national enterprise, Ali did directly or indirectly to the tens of millions of jobs, but now passed, the brutal growth of Taobao, the brutal business world is also must face, hard to destroy will be some lack of competitive power or even disrupt the normal order of the sellers out of the game, But the weak competitive standard cannot be because can not afford to buy Taobao advertising, can not afford to bid, so Taobao became the executioner. Third, adjust the operating rules of the platform, Taobao Department of Electricity is driven by the central traffic, too brutal blunt, perhaps should explore a "small ecological" drive path. This, Taobao should to Tencent is proud of the card micro-trader there to learn a little experience, micro-quotient is completely to platform, the effect is to spread the dimension of the surface, the breadth of this face depends on a personal communication node, can build a small ecology, by fans or by products and services, can maintain their own operation, Now Taobao millions of sellers are too attached to Ali this great ecology, the seller did not form a full network to obtain traffic solutions, relying on micro-bo, micro-letter, or Taobao community, or Taobao, in fact, can be dug, for these foreign traffic, Amoy baoying give support and encouragement, not blocked. And to do this, the whole Taobao ecology will also face the structure, split, perhaps the future of Taobao will be divided into a number of Beijing-east, a number of when, such as the beauty of the vertical ecology, and so on, consumers will no longer see the integration of Unification page, personalized, customized, experience can truly fall into practice.

And to do this, Taobao electrical business to face the challenges can be imagined, may be a complete electric business revolution, but to hold high slogans, and avoid the necessary killing measures, the day cat this is not castles of the ego comfort, it should be deception bully city.