Why does the search change?

Absrtact: In Taobao search collation changes Two months later, more and more questions thrown to Ma Yun, so, September 5 night, Ma Yun wrote a voluminous letter more than 2000 words, this is entitled "For the Ideal and survival!" The letter said: "Should we put

Taobao search collation changes Two months later, more and more questions "throw" to Ma Yun, so, September 5 night, Ma Yun wrote a voluminous letter more than 2000 words, this is entitled "For the Ideal and survival!" "Should we abandon our mission to promote a new business civilization and return to being just an ordinary money-making company?" said the letter. ...... We would rather shut down our company than give up our principles! Ma Yun in the letter shows "rather guns" posture.

Goodwill or malice?

A change two months ago was the trigger for the incident.

Taobao July 8 began to adjust the collation of commodity search, according to its interpretation, the most important aspect of the adjustment is the seller's quality of service to search results of the impact of the weight greatly increased, this sort of more conducive to good faith management of small and medium sellers. Taobao stressed that this part of the sellers are firmly supported by Taobao. The problem is that Taobao's "goodwill" to change the rules of the game has not been all small and medium-sized sellers agree. Some sellers proposed that the Taobao move is no doubt for more Taobao mall users to provide a favorable ranking, and Taobao can indirectly benefit from the mall users, and even some sellers put forward a "malicious" complaints, then occurred in the Taobao headquarters in Hangzhou, the containment incident is a reflection of the contradictions intensified.

Why does it look like a benign change in Ma Yun, in the eyes of some sellers is malicious?

From a technical point of view, the search engine to draw conclusions, the difference lies in the background algorithm, "algorithm" is to provide services to the Internet companies to make their own rules of the game, in the industry, Google and Baidu also provide search services, but the rules of the game are very different. Any company will not disclose the core of its algorithm, this Taobao adjustment algorithm in which indicators on what the adjustment, not public, that is, users-sellers or buyers can only through their own experience to this adjustment to express the views, inevitably mixed, Derogatory comments are more widely disseminated in some ways.

Taobao immediately followed the "attack theory", said the move is to crack down on "speculation" (credit rating) Black industry chain, a few have not standardized business behavior of the sellers banded up, using various means to obstruct the normal conduct of the new rules, behind the "speculation" industry chain figure.

Why does the search change?

More than 200 million users of Taobao at present in the field of E-commerce Consumer-to-consumer, the start-up period of free mode to become Taobao beat the most important tool for competitors, but also become a late development potential. Insist on free not only Taobao in more than 7 years still can not disclose its exactly how large the scale of income, and every step in the charging mode of the attempt, will be 200 million users of the saliva submerged.

From business logic, Taobao charges understandable, not to mention Alibaba Hong Kong listed companies only business-to-business business, Taobao listing has always been the focus of the industry. At the operational level, its ingenious adjustment algorithm to achieve the charging purpose, is a business in the profit-driven normal use of commercial leverage, even if the user does not understand a short time, but in the long run, "There is no free lunch" the truth who understand.

Mr Ma's problem is that the customary "business godfather" always likes to describe his business behavior as "great". "Some time ago, Taobao people made based on defending the interests of consumer users, while supporting the provision of quality services and integrity of the seller's search adjustment decisions, I think is right!" I am proud that our colleagues can give up their interests today and pursue the creation of a more equitable approach to sustainable and healthy development for the user. We insist on making money from the first day is not our goal, but only our results. Choose today to communicate with you because of the 11 anniversary of Alibaba, to our review last year, Alibaba to promote open, transparent, sharing, responsibility of the new business civilization, for the world's 10 million small and medium-sized enterprises to provide a survival and development platform for the world to solve 100 million of employment opportunities, To provide a consumer platform for 1 billion people worldwide ... . ”

Large paragraph such wording appeared in the open letter of Ma Yun, commercial interest is really a "businessman" such as Ma Yun as the last pursuit of the goal?

Ma Yun just shows that Taobao relies on some keyword search and advertising to show the way to profit, is exploring more profit model, how to dig more value in this platform, for Ma Yun is imminent.

In 2008, Taobao disclosed the 5-year plan, the reinvestment of 2 billion yuan and continue to free is the key two points. Unlike previous announcements of three years of free time, Mr Ma did not give the time limit for free policy.

The charge is not a problem

In the lives of 200 million of users, Taobao is becoming more and more like hydro-coal as indispensable, users of Taobao's expectation is that it can provide a public service as a platform for quality services, and low-cost or even free. "You have been free for 7 years, can not insist on 7 years?" "This view has in some ways become the voice of most users.

However, Taobao's commercial nature is doomed, it will not become a public service platform, sooner or later to charge, whether it is to the seller or to the buyer or to the third party fees.

Ma Yun does not need to worry about Taobao charges, to 200 million of users in the field of Consumer-to-consumer loyalty, MA is cultivating the next Tencent-can be in the vast user to find any kind of fee project possibility of the company.

At present, China's Internet enterprises exist in the following modes-Tencent's "Instant Messaging mode", Baidu's "search mode", Sina's "portal model", Alibaba's "E-commerce model", eventually these models may come to the same end: a hand with the user, the first to change the number of money. (Zhang)