Zhang Jianfeng, President Of Taobao, Talks About Electricity Supplier

The diversity of the products on the Taobao platform is unparalleled by any platform, with a lot of small public goods on it.

Those products that are difficult to scale are willing to choose Taobao to try.

In contrast, Tmall is a relatively efficient and large-scale sales platform, so there are many brand businesses on the platform.

In other words, how to make the offline brand electric business is the first responsibility that Tmall has to undertake.

The diversification trend of Taobao is very obvious. Even we can hardly classify these commodities. Only one thing is beyond doubt. It must be more niche.

But the minority may not be low-end, perhaps more high-end, like Norway salmon, caviar you can find on Taobao, other platforms may not be able to find.

Accordingly, a more high-end custom made garment can be found on Taobao.

High end and low end, I am not referring to commodity, but the mode of employment.

The seller of Taobao may be a college student or a self-employed person, only to solve his employment problem without backup or standardized service capability.

So Taobao is now all embracing, the diversification of goods and services, and the diversification of employment is all mixed together, and everything is in it.

But our strategy is to encourage diversity.

In the future, Tmall will be the online position of a relatively large brand. Taobao is a large number of diverse and personalized group platforms.

They are all platforms, and it is more difficult to distinguish them in a strict sense.

Taobao has been encouraging more sellers, but it does not encourage more sellers.

Everyone is picking up goods in the same place.

Thermal underwear, and then opened in Taobao stores, which is not worth the Taobao platform.

The competition among sellers is also very tragic, and their value is not great.

So Taobao does not distinguish the size of the seller, but it cares more about whether the product is homogeneous.

Today, Taobao has more than 2000 kinds of beer, and when the subdivision is small enough, the sellers do big or small brands and we think they are "small and beautiful".

Taobao has just made a revision.

It used to be a huge shelf, with a relatively simple entrance, and users found goods through search.

But search often passes through one or two key words, such as commodity name, category, sales volume, it is very difficult to express diversification.

So we hope to change the way that users enter Taobao, or change the previous situation that search is a single entry of merchandise.

The most important thing for Taobao is to diversify the entries.

I think search is a tool.

Taobao is so huge now that users and goods can be accurately butted.

We make the most possible use of big data, make various analysis, try to make some accurate recommendations, and then make these recommendations products.

That is to say, user matching does not need to be completed through search. There may be a special entry. We now push "good goods" to be such a data product.

But it is not enough for the electricity supplier to rely on data. Taobao is also doing a lot of products which are slightly community-based, allowing users and third parties to participate.

Beauty is said to be mogujie.com's participation in Taobao, but this is only the primary form of participation.

All electronic business platforms, from Amazon, eBay, to Jingdong, are all offline copies, all showing products to users.

In fact, users can participate in the process of commodity paction conversion, which is a very critical point in the future electronic commerce.

Next, we will do more products that allow users to interact with Taobao. For example, we released a product called "writing language", and you can also make comments if you don't buy it.

Written language can also be described by voice, such a product can make Taobao more active and more humane.

When Taobao developed, the difference from other B2C was that others were shelves.

The communication between many buyers and sellers is full of human touch.

Today's whole

The industry's understanding of the community is a bit weak, and the e-commerce platform has already fulfilled the requirements for social networking.

In the past, Taobao was like a railway station square. People can make money by strolling around a booth, but there is no relationship between people.

But Taobao is more fortunate than other websites that there are many sellers who will help you and users socialize and solidify users.

Some sellers have accumulated 300 million and 400 tens of thousands of customer groups. This is his precious resource, which is also very important to Taobao platform. Taobao relies on them to achieve partial community-based.

Tmall shows more brand attractiveness, because the user goes to Tmall because of the brand, compared with Taobao's attractiveness, it must be presented through the community.

Communities should be thematic, and users will be brought together because of interests and hobbies.

The development of the theme community is not bad. Taobao itself is not doing well.

In the past two years, communities like mad cow were very popular, but they had not caught up with the tide of mobile Internet.

The pformation of the theme community is actually more difficult, because the cost of obtaining users from APP on mobile terminals is very high, much higher than that of PC.

But there are many communities in the middle, such as the spicy mom gang.

Whether you like to fish or raise flowers, as long as the community is big enough, you can always find a group of people with similar interests to settle down again, so the community with Taobao as the main body has huge imagination.

I do not think that the electricity supplier community has developed to a more mature stage, and there are still many opportunities.

Like mogujie.com, it is essentially a community. It is nothing but a handful of beautiful girls in the city, so vertical, but so explosive.

In the development of Taobao, we should also pay attention to ecology. The continuous stability of policies is very important.

No matter how bad the policy is, the seller has adapted to survive in this environment. Any change, even if the business is inaccurate, will have a huge impact on the seller.

The electricity supplier has a certain cycle. The seller from manufacturing to stocking on line is based on historical experience, and suddenly there is a relatively large fluctuation, which has a great impact on him.

Therefore, Taobao now attaches great importance to policy continuity, and gradually improves rules and regulates ecology.

History has also proved that our large-scale policy adjustments will lead to a very big rebound.