Seeing Its Brand Strategy Ambition From The Name Change Of Taobao Mall

Taobao mall renamed its B2C Taobao mall.

Tmall, the same word as Shenma.

But it is not a floating cloud, but a new name opened by Taobao mall in January 11th.

"Amazon is not only a river, but also a great enterprise of the world's e commerce. Starbucks is not coffee, but it represents the biggest coffee seller and culture. What is Tmall? It should be the pronoun and embodiment of fashion, fashion, quality and sexes."

At the press conference, Mr. Wang Shuai, chief marketing officer of Alibaba group, said so.

Although the future development of Tmall has not been materialized, the name and Amazon and Starbucks are linked together, which undoubtedly proves the ambition of Taobao mall.

Although Mr. Zhang Yong, the president of Tmall, denied the idea of going public alone, he still set the goal of entering the world's largest B2C platform in the future.

"Tmall is targeting the world's Fifth Avenue, Champs Elysees, and the world.

Zhang Yong introduced that Tmall took the homonym of the domain name "Tmall.com", and changed its name to avoid consumers' confusion about Taobao and Taobao mall. "This time Taobao Taobao will be renamed" Tmall ", so that consumers can more clearly understand the positioning of the platform and help consumers.

Strategic upgrading and renaming will lead to heated discussion

"Feel like the end of the world and the mop marriage are doing business."

"Don't you call" kiss "after you buy something, but call it" meow "?

The name of Tmall has just been announced, and the major micro-blog has been heated.

However, many people think that the name changed to "no sense".

In a web site, "Tmall is suitable for Taobao mall" in the questionnaire, only 8% of the top of the name, 92% of people think it is not suitable.

It is only a change of name. Why can it cause so much concern? The reason is very simple, because it is Taobao mall.

According to authoritative Alexa statistics, Taobao mall traffic has ranked 57 in the world, ranking tenth in China, ranking first in the domestic B2C website.

In 2011, the "double 11" day, Taobao mall also created a single day trading volume of 3 billion 360 million.

Last year, Taobao mall set a 100 billion success.

Therefore, there is no need to wonder why the series of events such as the establishment of Taobao mall, the adoption of independent domain names, the separation of Taobao from the Taobao network, the determination of the open B2C platform strategy, and the upgrading of the business management system.

More attention should be paid to the future pace.

Strictly speaking, Tmall is not doing B2C, but a platform.

Tmall is not a name, but a sign.

The Taobao mall is renamed Tmall, which means that the strategic upgrading of Alibaba group's e-commerce ecosystem has been completed.

A clear blueprint made by Alibaba, Taobao, Tmall, Yi Tao net and Ali cloud has been presented to the public.

The personage inside course of study thinks: "this renamed Tmall, completely divorced from Taobao brand, regardless of Tmall itself or Taobao network, in brand building, there is a very positive push."

However, as a platform, Taobao mall also has an unshirkable task.

In the era of having to touch the net, the traditional industry needs a strong platform brand to lead the B2C industry out of the predicament.

Therefore, there seems to be many problems to be solved in the future of the cat.

For example, the controversial issue of e-commerce integrity in 2011, product quality problems and logistics bottlenecks.

And all this must start from the details, not a name can be solved.