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More Sniping, Taobao Special Edition Expansion

2020/6/24 23:43:00 3

Taobao Special Edition

On March 26, Alibaba officially launched the Taobao special edition. It has been only three months since it was launched, and the number of downloads on Apple's app store has ranked first for several days.

According to the data disclosed by Taobao c2m business unit, Taobao's special price version of dau has doubled every 20 days since it was launched, 10 times more than when it was officially launched. During 618, Taobao's special edition added 1 million new registered users a day.

According to the report, Taobao has launched its first round of independent financing.

Also with the "extreme low price" as the feature, the Taobao special price version aiming at the sinking market is undoubtedly for the sake of sniping and fighting more and more. The upgrading of strategy and the strong growth of data also push the competition to the point of close combat.

Who will win if we meet on a narrow road?

Taobao's special edition enters the hinterland of pinduoduo

On March 26, 2020, on the day of the press conference, Wang Hai, vice president of Alibaba and general manager of Taobao c2m business unit, said that Taobao special price version is the first shopping app with c2m industrial belt as the core supply in the world, providing consumers with good and cheap goods through direct factory supply.

This partial industry side of the introduction is slightly vague, if from a competitive point of view, Taobao special edition is for sniping more and more.

It's cheaper than Duoduo.

For a bag of 80 puff wet baby tissue, Jingxi's sinking platform is 2.3 yuan after returning to cash, and pinduoduo is as low as 1.52 yuan, while Taobao's special price version gives a low price of 2 yuan to 0.95 yuan after the original price; on the home page, compared with the 9.9 package post of other platforms, the icon of 5.9 package mail is prominently listed;

The first time to participate in the 618 promotion, Taobao special edition gives a discount of 1 million pieces of goods, 1 yuan for the whole venue. In an interview with the outside world, Wang Hai said, "in the past 20 years, no one has engaged in such a large-scale inventory of 1 yuan of goods. There is no need to use any consumption coupons or calculate the full or reduced amount."

In the price sensitive sinking market, "low price" is the king's way, and the effect is instant.

According to the data provided by Taobao c2m business unit, the dau of Taobao's special price version doubles every 20 days. In addition, according to sensor tower data, in the Android application market in March, the download volume of Taobao's special price version was three times that of pinduoduo, and in April it had expanded to five times.

In terms of the growth rate of active users, questmobile data shows that in the last week of March, active users of Taobao's special price edition increased by 47% month on month, 24 times the growth rate of pinduoduo in the same period.

These users are undoubtedly from pinduoduo's "old nest".

Under c2m mode, the richness of the industrial chain will also affect the aggregation of C-end users.

On April 14, Taobao special edition launched the "zero threshold" entry activity of foreign trade factories, and launched a subsidy of 100 million yuan to support consumers to purchase foreign trade and domestic products, which is expected to bring about 1 billion level of accurate flow for foreign trade merchants.

For the factories that are suffering from revenue difficulties due to the epidemic situation, these preferential measures are like timely help and have a strong gathering effect. According to the latest data, there are more than 1.2 million factories in the industrial belt of Taobao special price version, which basically covers the factories in the industrial belt. On the first day of 618, the number of orders received by 1.2 million merchants increased by 668% compared with the same period last year.

Taking advantage of users, industrial resources and orders, Taobao's special edition has entered pinduoduo's hinterland like a newborn tiger, and has shown a growth momentum far exceeding that of pinduoduo in the same period.

In the world of the Internet, the boss of the industry always eats meat, while the second and the third drink soup. Under the winner take all logic, a natural question is, who is the winner?

The story of hound and rabbit

There's an old story about a hound chasing an injured rabbit, but he doesn't catch up. Later, other animals asked the rabbit, "that Hound is very fierce, and you are injured. How can you run past it?"

The rabbit replied, "he didn't catch up with me. At most, he had less meals. If I didn't run with all my strength, I would die. So he did his best, and I did my best."

Today, the competition pattern between pinduoduo and Taobao is like the hound and rabbit in the story. Pinduoduo is the rabbit that was chased and his life was on the line. Taobao's special edition is the hound.

Among today's e-commerce players, the number of players entering the game after mining the needs of the crowd outside the Fifth Ring Road is more, and the sinking market is its basic plate. In other words, if it is not eroded by life and death.

For Taobao, which has been deeply ploughed for many years and has a relatively stable position as the leader of e-commerce, sinking the market is just another prey for it. If it can't catch up with it, it will not die. If it catches up, it will increase its meals.

Taobao special edition for pinduoduo is like a hound and a rabbit. For Taobao, it is about winning or losing. For pinduoduo, it is about life and death.

This competition pattern is particularly obvious in the front-end operation strategy, and the operation mode of pinduoduo is more radical.

The core strategy of pinduoduo is very clear, that is, through the social fission mode of enjoying low price through the group. For example, if you enjoy a low price of less than 9.9 yuan, you can buy a high price commodity with 1 cent after the success of the group. If you can't make it, it means you can't enjoy the low price.

This business logic is also the core reason why pinduoduo can achieve high-speed growth. The driving force of "enjoying low price through group competition" drives users to share. At the same time, it uses low price as a temptation to gain new user growth. Finally, relying on the strong relationship chain of wechat, it can quickly split.

Taobao special edition is different. Taobao can only choose a more powerful way to stimulate the growth of users. On the one hand, it drives users to share and grow through a variety of cash rebates; on the other hand, it continues to supply low-cost goods to attract users through Taobao's volume advantage.

Obviously, the mode of "enjoying low price by group" with social fission power can drive the growth of users faster than simple "cash incentive".

The Hidden Battle of c2m

However, in the sinking market where the user stickiness is not high, the low price obtained by only relying on fission marketing and burning money subsidies can not last long. Only through the digital technology to increase efficiency and reduce cost for the factory, and realize real low price, can the core competitiveness of an e-commerce be built.

Therefore, Taobao special edition and pinduoduo, more hidden competition in the back end.

On March 26, Taobao also announced its c2m strategy, super factory plan and 10 billion production area plan.

Through c2m, Taobao hopes to help 1000 industrial belt factories upgrade to "super factories" with an output value of more than 100 million yuan, create 10 billion new orders for industrial belt enterprises, and focus on building 10 digital industrial belt clusters with an output value of more than 10 billion yuan in the next three years.

C2m mode, that is, consumers directly connect with manufacturers. In c2m mode, consumers place orders through the platform, and the factory receives the personalized demand orders from consumers, and then designs, purchases, produces and delivers goods according to the demand.

As early as December 2018, pinduoduo launched the "new brand plan" under the c2m mode, aiming to support 1000 high-quality manufacturing enterprises covering all walks of life, help enterprises reach consumers effectively and cultivate brands at a lower cost.

In June 2019, JD was officially launched, and in September, it was officially renamed Jingxi. Factory direct supply is also the focus of the platform.

In January 2020, Suning signed a c2m investment promotion and cooperation agreement with the first batch of 20 enterprises to officially customize factory goods for consumers, mainly focusing on furniture, household appliances, cosmetics, cereals and oils, and maternal and infant products.

The reason why c2m companies can take root in the mode of low-cost logistics and distribution is that they can take root in the mode of low-cost logistics and distribution. The key to this is the digital ecosystem.

In this regard, there is no doubt that the Taobao special edition backed by Ali has more advantages. At the press conference, Wang Hai also defined Taobao special edition as a digital system linking factories and consumers.

He said that the advantage of Taobao's special edition is that Taobao platform has a very strong digital capability of big data, cloud computing and IOT, and can accurately understand the demand of 800 million consumers' market and greatly improve the accuracy of commodity planning; Relying on the ecological service advantages of Ali's economy, the "super factory plan" can integrate Ali's supply chain and financial services, provide full link services for factories and reduce operating costs.

Although pinduoduo grew rapidly after its birth, it was still weak in terms of technology accumulation and digital capability compared with ALI, which is why pinduoduo proposed "new brand plan" and launched c2m industrial belt.

In this aspect of the competition pattern, the story of hounds chasing rabbits may need to turn into rabbits chasing hounds to compete with real strength.

The end

Affected by the epidemic, a large number of foreign trade factories are limited in export. Taobao special edition integrates industrial resources at this time node and achieves rapid growth. Preferential settlement activities and traffic support have brought real orders and revenue to these enterprises in trouble.

Of course, if Beijing's small and medium-sized enterprises are willing to compete with each other in terms of production capacity, they will be able to compete with other small and medium-sized enterprises in Beijing.

This has virtually saved many families and ordinary people who are being crushed by the dust of the times... This may be the rise of the sinking market, bringing luck to all.


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