Electric Business Open movement: Big Guy's game

Hou Jiyong Beijing report facing the cost of search engine, Web site navigation, display advertising and other marketing channels, open platform becomes the new choice of electric business enterprise "tomorrow to open Taobao Mall will, the day after tomorrow to the next Jingdong, and then about the people, when the person."　　"On the evening of September 18, the head of E-commerce from a traditional men's company in Xiamen sits opposite the journalist and counts his Beijing itinerary."　　Taobao, Tencent, Beijing-east and other large-scale E-commerce platform to open up, such a traditional enterprise, smell their own access to e-commerce opportunities. September 19, Taobao announced in Beijing, "New strategy", the core "is open"-Taobao platform for 38 E-commerce enterprises Open.　　This February, Taobao announced an open strategy that targeted independent software developers (ISVs).　　Taobao President Zhang Yong said, Taobao face to the open electricity business, meaning that "to convert the enemy to friends", traditional enterprise is Taobao's enemy, and through the open platform, it can integrate the electricity business resources, and thus curb competitors. Covet an open platform to integrate E-commerce capabilities, and not only Taobao. 2010, Jingdong Mall implementation of the opening strategy, not only the site front of the brand vendors open, but also the IT system support of warehousing, logistics open.　　And Tencent, where guests, when all will be based on their own advantages of the launch of the Open platform, is intended to use user resources, as well as idle logistics, storage resources for the brand to provide E-commerce solutions. Taobao open logic "users only need to go through Taobao Mall This only entrance, you can find all products" "Taobao has an open gene.　　Zhang Yong said, for Taobao Mall, the first open is last September Taobao mall was set up, that time the object is the offline brand, and for Taobao, its first open is the 2003 Taobao set up the day, the open object is the offline small sellers. At the beginning of September this year, Zhang Yong visited more than vertical web site executives.　　September 10 night, Alibaba Hangzhou Network business conference, Ali executives again banquet vertical executives. As a result of the frequent throw hydrangea, September 19, these vertical business-to-business E-commerce companies uniform to the site of the Taobao Mall news conference. 38 of them and Taobao Mall to reach a partnership including a store, silver Thai nets, Bowser, Mai Lin, easy to hear, Amoy, new eggs, good music to buy, red children, walk show net, only goods will and other companies, including the early arrival of the van, hundred Li and other companies.　　Zhang Yong accepted This reporter interview revealed that there are some manufacturers are about to enter. In these enterprises, the scale of the top 10 of the industry's vertical business accounted for 6.　　Jingdong, when did not enter Taobao cooperation list, they have another calculation. Zhang Yong said that the logic of Taobao Open is that for consumers, each consumer has its own needs, and as the network shopping become more and more netizens choice, online consumers to mature, more diversified and long tail demand. In the past, in the online shopping market, the goods are dispersed in the vertical consumer, the user needs toSwitch back and forth between the Web site and sign in.　　And will be open to Taobao platform to other electric enterprises, users only need to pass Taobao mall This only entrance, you can find all products.　　And for enterprises in the platform, regardless of brand, suppliers, retailers, or vertical manufacturers, they can be based on Taobao platform of logistics, Third-party payment vendors, including all kinds of third-party service provider resources, the combination of their own e-commerce solutions. Taobao Mall was officially launched last September, its predecessor Taobao Mall of Taobao Channel. Since then, it has accelerated the pace of openness. This February, Taobao first announced the opening of the program, for software providers to open up, Taobao June 16 this year to split, respectively, followed the original Consumer-to-consumer business Taobao, platform-type E-commerce service provider Taobao Mall, as well as one-stop shopping search engine a Amoy network.　　Split is to better open the door, the introduction of external resources. Taobao split, a Amoy from the site search turned around for the whole network search, Taobao, Taobao Mall continues to software application providers, service providers open.　　Until September 19, Taobao announced that it was open to vertical business-to-consumer. Taobao to enable independent domain name soon, the Beijing-East implementation of the Open strategy, and offline brand manufacturers to share the Jingdong users, logistics, warehousing and other electrical and commercial resources. Last May, where customers launched V platform, as of the end of that year, there are more than 200 traditional brands, Amoy brand, designer Brand settled v Mall.　　When the department store has been in an open state, brand manufacturers can freely entered. Tencent Open platform QQ Online shopping will be on the line after the national day. Tencent accepted this reporter's email interview, said, QQ shopping is with QQ Mall, Pat Independent of the electric business platform, respectively, for the independent consumer, mall B and Class C sellers three types of merchants, and QQ online shopping more inclined to the experience of the consumer, that is, the site is a commodity priority, not a shop priority,　　and logistics and after-sales service are the standards of the Business-to-consumer. Tencent said: In the QQ network to buy a platform, Tencent users can use QQ number one button to login partner's website.　　Reporter interviewed learned that at present, there are 6 vertical companies into QQ online shopping. The new open platform of the electric dealer is the following search engine, a new choice of Web site navigation and display ads One person said: "For traditional brands, or vertical consumer, the open platform is a search engine, Web site navigation, display ads outside the new choice, and Low-cost," This is the greatest temptation.　　He said, for example, clothing companies in Taobao platform, Taobao charge about 5% commission, and through other online marketing methods, the cost of more than 20%. The electric business personage discloses, its sales in Taobao Mall already close to 120 million yuan, close to the company total revenue 5%.　　The company, which has just been listed, has a revenue of more than 2 billion yuan. Reporter learned that in Taobao Mall, only the men's industry, the revenue over billion company has included nine King, seven wolves, gxg and so on.　　In the entire Taobao mall, billion members of the club at least hundreds. See the traditional brand enterprises earnTo the money, other E-commerce companies are also beginning to envy. Like traditional brands, vertical business mainly through search engines, Web site navigation, client, display advertising and other modes of marketing.　　The cost of obtaining a single user (ROI) was once as high as 200 to 300 because of the competitive competition. Tencent said to this newspaper that in the marketing link, Tencent will provide users with the services of sharing, Tencent users can use the QQ number of a key to login partner's website. At the same time, Tencent also integrated the QQ, QQ mailbox, QQ Space, Tencent Weibo, Tencent friends and other large flow of products and community platform, for partners to provide a large number of brands including brand display, shopping sharing, SNS shops, micro-blog shops and other comprehensive marketing channels, to attract new users attention.　　In the future, Tencent will also play the advantage of social networking and mobile Internet, and continue to promote innovation in the field of social E-commerce and mobile electric business.　　In the operation, Tencent will provide partners with technical support, including research and development, architecture and operations, and through the Open API, the partnership partners rely on Tencent Platform for two development, service development, search and other E-commerce core aspects of development capabilities.　　Jingdong Mall CEO Liu once said: for the brand, Beijing East provides End-to-end E-commerce solutions, that is, all to the Jingdong, do not need to worry about logistics, warehousing and other services. Taobao uses data to show the sweetness of openness.　　Zhang Yong revealed in February this year, early 2011, Taobao opened 300 APIs, partners daily calls 700 million times, and the application of on-line operation, including Third-party applications and Taobao own application number of 30,000. Personal software developer Zhang Jian developed health management software "Live", attracted 3 million Taobao buyers trial, every day more than 200,000 people through it to manage their own health-netizens input their health status, age and other data, the software can be based on these data to recommend the user should choose food or health products,　　Also recommended to provide these food or health products Taobao shop.　　Zhang Yong also cited a management software--cerp example, it from the help of sellers to sell a single start, the characteristics are directly with Taobao data through, only a year, the entrepreneurial team 5 people, now has reached more than 200 people, thousands of sellers use this software, the company annual income of nearly 50 million yuan. Zhang said 2011, Taobao's goal is to train 100 "million club" members, including 10 of thousands of dollars in revenue. Taobao's data show that, as of this September, Taobao software and applications have reached 110,000.　　Zhang Yong predicts that in the next three years, Taobao on the platform may appear several years of sales billion yuan level of software companies. The inability to profit has been a vexing issue for China's third party developers: despite the huge number of users, no users are willing to pay, and the result is that they are mostly turning. Zhang Yong accepted this reporter to interview that Taobao platform Third-party applications can make money, because these products are targeted at Taobao sellers, not the general networkPeople, sellers open shop through some software to make money, naturally willing to points.　　Big guy's Game "if a manufacturer's own transaction is only hundreds of millions of or 1 billion yuan, open no value, the brand will not go much goods, software and application providers can not find users" open behind the huge business interests, and open itself to the size of the platform requirements, then let it become a big guy's game. " Zhang Yong accepted this newspaper reporter interview said: Taobao Mall is expected to reach 100 billion yuan this year, estimated 200 billion yuan tomorrow. Taobao Mall currently divided into 3% to 5% Commission, in accordance with the Taobao Mall this year, the target of 100 billion yuan trading calculation, its revenue in this respect in the scale of 3 billion-5 billion yuan.　　Taobao's income also includes Taobao hard wide, through train, as well as tools and software revenue. Such a large amount of liquidity, as long as the ability to "open" platform, are exciting. More Let the Giants envy is, through open, Taobao became "live in Taobao" platform. Up to now, there are more than 70,000 brands and 50,000 businesses in Taobao Mall, Lenovo, Dell, Li Ning, Uniqlo, Gap, Ray, Procter and Gamble, Kohler, Jack Jones, Trimebutine Home and other traditional brands have been through Taobao Mall in the field of E-commerce has been achieved.　　In addition, there are a number of Internet original brand with the help of Taobao Mall to grow into the so-called "Amoy brand" group. Electric Business Open movement: Big guy's game through this open platform, Taobao can meet the sellers of almost all the needs: purchase, distribution, network marketing, inventory management, logistics, after-sales service, third-party payments.　　Taobao hope to reach the realm is that consumers directly docking Taobao sellers, feel no intermediate links exist, truly "end-to-end."　　In the current platform for announcing and planning for an open strategy, the respective foundations and open resources determine their attractiveness to partners and the different objects they open. Observers Luebbe: Not all manufacturers have "open platform" capital, either have user resources (such as Taobao, Tencent), or have offline infrastructure (such as Jingdong); "A manufacturer's own transaction is only hundreds of millions of or 1 billion yuan, the opening is not valuable, the brand can not go much goods, Software and application providers cannot find users. Luebbe to conclude: electric business platform Open is big guy's game. Share to: