current position：Home>13 years of Alibaba e-commerce: Zhang Yong's merits and demerits
13 years of Alibaba e-commerce: Zhang Yong's merits and demerits
5 month 3 Japan ,“ Ma Mou ” The news makes the market value exceed 2 Trillion Hong Kong dollars Alibaba Evaporate all at once 10%, about 2000 Million Hong Kong dollars , It can be seen that the public lacks confidence in Ali , As soon as there is a disturbance, the share price will plummet . We don't have enough confidence in Ali , One of the reasons is the business on which Alibaba makes its fortune —— There is a problem with Alibaba e-commerce .
Dolphin society pointed out according to the financial report data of the National Bureau of statistics and listed companies , from 2018 - 2020 year , Ali's share in China's e-commerce market has increased from 66% Down to 56%, Direct slump 10%, Market share is A lot of spelling 、 Tiktok and other platforms devour . With another e-commerce giant JD.COM comparison ,2021 In, the growth rate of Alibaba's e-commerce business has fallen to less than 10%, Jingdong still has 20% Growth rate of the above . There is an old e-commerce player Chen Zhong （ alias ） Tell blue shark to spend , Since last year, the traffic of Taobao and tmall has declined , On Taobao 、 Tmall is pessimistic about its future .
As early as 4 month ,50 Alibaba chairman of the board of directors and chairman of the board of directors CEO Zhang yong , Leaving Taobao （ China ） Software Co., Ltd 、 Title of legal representative and chairman of Zhejiang tmall Technology Co., Ltd , By Ali “ Eighteen Luo Han ” Daishan, one of them, took over .
E-commerce has always been Alibaba's core business , until 2021 In, he also contributed to Alibaba 84.43% Revenue , The change of the position of its legal representative and chairman almost bodes well for Dai Shan's reuse .
If Jiang Fan cheated, Zhang Dayi 、 Hot search events such as sexual assault on female employees by executives have made Alibaba's values questioned by the outside world , It's Zhang Yong's management “ error ”; that , Alibaba's e-commerce business performed poorly , Is he responsible ？
13 Years ago , Zhang Yong, who has just joined Alibaba for two years , Make profits by helping Taobao , From Taobao CFO Successfully transformed into a business trader .2009 year , Zhang yong a move Created the world's largest shopping festival “ A double tenth ”, Successfully launched tmall Mall , He is also upgraded to tmall's CEO.“ Cat dog battle ” Sniped Jingdong , Tmall has become Alibaba's biggest cash cow .2014 year , Rely on the bold reuse of Jiang Fan , Zhang Yong made Taobao succeed in PC A thrilling leap to mobile . Zhang Yong has made great achievements in the main business of Alibaba e-commerce , Let him 2015 Took over Alibaba Group in CEO, Become Ma Yun's successor ,2018 In, he took over as chairman of the board of Directors , Ma Yun retired .
so to speak , Zhang Yong is the hero of Alibaba Group's e-commerce business , But Zhang Yong's success may also be the root cause of Alibaba's current dilemma , Even the burden of future changes of Alibaba e-commerce .
this paper , Blue shark consumption will comb Zhang Yong's achievements and mistakes in Alibaba e-commerce in detail .
01 Tmall , One will succeed
Zhang Yong is not under Ma Yun's banner “ Eighteen Luo Han ”, I joined Alibaba halfway .2007 year , Under the headhunter's needle , Zhang Yong and Cai Chongxin, the God of wealth of Ali, took advantage of their business trip in Hong Kong to have a meal , Then he resigned from Shanda and joined Ali , The first position is the CFO of Taobao . New to Ali , Zhang Yong's job is to do a good job of accounting , For Zhang Yong at that time what the heart wishes one 's hands accomplish .
at that time , Taobao is developing faster and faster , But the prevalence of fake and parallel goods has also been repeatedly criticized .“B2C” The pattern of （ Alibaba's main business is B2B） Put on the agenda . Ali wants Taobao “ Split ” Become Taobao Mall .2008 year 4 month , Taobao has set up an independent mall business department , Huang Ruo, then vice president of Taobao, was responsible for . But that's all 6 Months , The division was dissolved . Zhang Yong was appointed to take charge of Taobao Mall （ The predecessor of tmall ）, He said ：“ At that time, it was easy to go to the mall , Not what I want to do , But I can't watch it die .… I firmly believe B2C It's a big trend , It is a piece Alibaba cannot lose . Nobody cares , Then I'll take care of it myself .”
Zhang Yong, who wants to make a career , I won the opportunity for Taobao Mall to operate independently . Zhang Yong said ：“ The second year of Taobao Mall's birth , Many customers don't know this brand , We want to go through an activity , Let customers remember ‘ Taobao Mall ’”. He studies Again , Found that from national day to Christmas , There are no festivals in between , At that time, most of the groups who were keen on online shopping were “ Netizen ”. therefore , Zhang Yong chose a festival born on the Internet ——“ Singles Day ”.“ A double tenth ” And so was born .
Zhang Yong persuaded 27 Three merchants participated in the promotion , But the final result is unexpected , The first “ A double tenth ” The total sales amount to 5000 Ten thousand yuan .
adopt “ A double tenth ”, The buyer and the seller get together , Ali made a lot of money , Taobao Mall has become famous all over the country . This bold attempt , Let Zhang Yong have a complete foothold in Ali ！ This has also attracted many small and medium-sized businesses to rush into Taobao Mall , Counterfeit goods 、 Parallel goods are inevitable .
In order to ensure the quality of Taobao Mall , Avoid repeating the mistakes of Taobao , Zhang yong in 2011 I did a big thing in ： That year 10 month , Zhang Yong announced the official upgrade of the merchant management system , Once consumers buy fake goods, they will get “ Leave one for five ” The compensation , The original merchant needs to pay 6000 Annual technical service fee of yuan , Up to 3 Million and $ 6 Ten thousand yuan . These measures will undoubtedly benefit big sellers and brand merchants , This makes the majority of small and medium-sized businesses that help Taobao rise feel hurt .
2011 year 10 month 11 Japan , near 5 More than 10000 netizens gathered YY voice 34158 channel , Organized , For some big sellers of Taobao Mall , The implementation of “ Shoot goods 、 to Bad review 、 Refuse to pay ” Malicious operation of . meanwhile , A small merchant raised a flag to besiege the headquarters of Taobao Mall . This was Taobao, which caused a sensation all over the country at that time 10.11 event .10 month 12 Japan , Zhang Yong said with an iron hand ：“ For malicious attacks on other businesses , We will not tolerate , And I will never compromise because of this .” Zhang Yong called the police at the first time , At the same time, it is announced that the interests of the damaged businesses will certainly be compensated .
Finally, with the intervention of the Ministry of Commerce , Although tmall has given a transition plan , Halve the expenses of small and medium-sized businesses , But the general trend is irreversible , Most small and medium-sized businesses can only return Taobao “ Internal volume ”.
Small and medium-sized sellers of Taobao , In the era of free Taobao traffic , Rely on the source of goods （ Even parallel goods 、 Counterfeit goods ）、 Price and users gain development advantages .“ Tmall and others are building brand direct sales （ Or self operated ）, Small and medium-sized sellers do not seem to be needed by this era .” Once opened a shop on Taobao to sell car perfume , Later, Xiao Shanglue, who founded a group of entrepreneurs, was accepting Entrepreneurs &i Dark horse revealed in an interview , Brand stores can invest a large team to buy traffic and advertise , The sales volume is large , Cost advantage , It also has the ability to set up sub warehouses throughout the country and deliver goods nearby , Better user experience . Brand stores have seriously squeezed the living space of small and medium-sized businesses on Taobao ,“ We have grown from one year 80%、100% become 10%、20%. More and more investment , Less and less revenue .”
Under the blood transfusion of Taobao traffic , Tmall soared into the sky .2011 Year of “ A double tenth ”, Taobao's turnover rose to 52 One hundred million yuan , Tmall contributed 33.6 One hundred million yuan . Tmall sellers and brands gather .
thus , Following B2B（ Alibaba ）、C2C（ TaoBao ） After the pattern , Ali's B2C The model has finally taken shape . more importantly , Ali raised the threshold for businesses to settle in through tmall , The increase of technical service fee and deposit makes it earn more money . so to speak , Behind the success of Zhang Yong's first war are millions , Who have made great contributions to Taobao “ Small and medium-sized businesses are hurt ”. This incident and the follow-up of tmall “ draw blood ”, Causing a large number of Taobao small and medium-sized businesses to be sad , Finally being 2015 Pinduoduo and social e-commerce platform, which rose in, picked up a bargain .
02 Taobao mobile , Meritorious high position
After tmall succeeds , Ali sat down PC The dominant position of China's e-commerce in the era .
However , from 2007 Apple founder Steve Jobs launched Iphone Start , A mobile Internet revolution is quietly coming . millet （2010 year ）、 Bytes to beat （2012 year ）、 Meituan （2010 year ） Born in this era .
PC The successful Baidu of the times 、 Ali 、 Tencent is facing the challenge of mobility ,2013 Baidu smashed 19 100 million dollars to buy 91 The assistant continued his life , tencent 2011 In, relying on Zhang Xiaolong's wechat to reverse the trend , Become the king of the mobile Internet era . Alibaba has also suffered from poor progress in mobile , You can only buy to offset your inner panic ：2013 year 4 month , Strategic investment microblogging 5.86 Billion dollars ;2013 year 5 month ,2.94 $billion acquisition of gaodeyue 28% shares ;2013 year 8 Monthly strategic capital injection UCweb, One of the entrances to the mobile era ……2013 year 9 month , Alibaba makes social products “ Dealings ”, At that time, Alibaba Group CEO Lu Zhaoxi （ Zhang Yong's immediate boss ） Take the lead in the project , Ma Yun personally went into battle and shouted . The relationship between Alibaba e-commerce and strong operation gene has been in a mess .
At that time, all entrepreneurs thought , Mobile Internet can be engraved again PC The business model of the times , For example, mobile search / Information （ Headlines replace Baidu ）, Mobile social networking （ Wechat replaces QQ）, Mobile e-commerce . As PC E-commerce overlord , Alibaba invests or buys Weibo 、 Gao de 、UC Youshi hopes to master the users and traffic entry in the mobile era , But if the strongest e-commerce , Not mobile , That would be a fatal blow —— The foundation is not protected .
When Lu Zhaoxi was socializing , The mission of Taobao's mobility was entrusted to Zhang Yong .
Zhang Yong's approach is to find a capable person .2013 end of the year , Ali 8000 Buy Mobile for $million APP Distribution Platform Alliance , The founder was only 28 Jiang Fan, 18 years old .2014 year , Jiang Fan was appointed as the product operation director of Taobao mobile . This time, , Zhang Yong is right again . Jiang Fan's team has completed the mobility of Taobao system “ Great migration ”.2015 year 9 month , Average daily active users of mobile Taobao (DAU) exceed 1.1 Hundreds of millions of people , Same year “ A double tenth ”, Mobile Taobao has more than daily users 1.8 Hundreds of millions of people . The success of mobile Taobao , Alibaba has become the world's largest mobile e-commerce platform , At the same time, it also kept the basic plate of Alipay mobile . The success of Taobao's mobility , The failure of communication , Let Alibaba Group CEO Lu Zhaoxi 2015 The year came to an end , Zhang Yong succeeded .
A few years later , It's Zhang Yong's highlight moment ,“ A double tenth ”GMV New high ：2016 year -2021 year , Alibaba e-commerce “ A double tenth ”GMV Respectively ：1207 One hundred million yuan 、1682 One hundred million yuan 、2135 One hundred million yuan 、2684 One hundred million yuan 、4982 One hundred million yuan 、5403 One hundred million yuan . Ali's annual revenue also increased from 2017 Year of 1583 Billion yuan soared all the way to 2021 Year of 7173 One hundred million yuan .
Ali, who believes that the mobile e-commerce campaign has been completed and invincible ,2015 year 6 In May, it united with Alipay to make public praise ,2015 year 12 Monthly investment 12.5 Billion dollars to become the largest shareholder of hungry , Fight with meituan for takeout and local life service （ Seize the service e-commerce market , At the same time, it supports Alipay and wechat payment to snatch local life service payment scenarios ）; Invest in Suning cloud merchants （2015 year 8 month ,283 One hundred million yuan , The second largest shareholder ）、 Sun Art （ Big run hair ,2017 Annual investment 224 Million Hong Kong dollars ） Enter the traditional retail industry ( Grab offline retail share , Support offline scenarios of Alipay ）; In the acquisition of Youku 、 On the basis of shrimp, etc ,2016 year 6 In June, Alibaba entertainment was established （ Import more traffic for e-commerce ）.
Local life 、 The new retail 、 Great entertainment and other seemingly perfect multi-point flowering , The foundation of Ali and Taobao has been quietly buried ！
03 Loss of social e-commerce dividends
2012 After year , Taobao small and medium-sized businesses are gradually fleeing Taobao ,2014 Years later, through wechat （ Wechat payment gets through ） Selling goods （ The so-called wechat quotient ）, But Tencent has no e-commerce gene , This decentralized e-commerce model cannot form the mainstream .2015 year , a “ Put together the goods ” Social electricity APP available , Broke Ali 、 Jingdong's e-commerce bipolar pattern , Especially for small and medium-sized businesses .
But this model makes Ali a little “ Look not to understand ” And don't like .
because , If traditional e-commerce wants to obtain traffic , Drainage should be carried out through various channels , It costs a lot of advertising money . Social e-commerce is not , It uses the mode of group social interaction , Through a friend's recommendation and credit endorsement , Make an order , So as to save a lot of advertising expenses . The platform can save advertising expenses , Return part to platform merchants and users , Finally, many parties benefit . However, the growth of users in this mode depends heavily on Tencent wechat ecosystem , Social e-commerce platforms such as pinduoduo and Yunji have been strategically invested by Tencent . and 2014 After year , Wechat payment ripped open the payment market monopolized by Alipay in one fell swoop by the Spring Festival red envelope . Tencent and Alibaba are using local life services 、 Travel and so on . How could Ali work on a track where his biggest opponent has stuck his neck ？ This may be an important obstacle for Alibaba to end up as a social e-commerce .
in addition , When pinduoduo rose （2015 year -2016 year ）, Zhang Yonggang is in charge of Alibaba group CEO, Jiang Fangang has preliminarily completed Taobao mobile , Zhang Yong needs “ Anne ”, Jiang Fan needs to expand the mobile achievements to Alibaba businesses such as tmall , be too busy to attend to other things . what's more , Pinduoduo can only attract small and medium-sized merchants of Taobao , What that brings to pinduoduo is not just GMV, And fakes and parallel goods .
Whether Jingdong or Ali , I don't like the goods very much LOW A lot of spelling . Besides, , Pinduoduo, an e-commerce model, has no benchmarking enterprises abroad . This makes you spell a lot 2015-2018 In, Ali was hardly affected 、 Jingdong's crackdown , It's crazy 3 year ,2018 year 7 In June, it was listed in the United States .
If JD ignores pinduoduo, it is because its target customers are the middle class , The main player, make up quickly ; Then Taobao focuses on DUOHE Province , It's the feeling of wandering , The rise of pinduoduo has a greater impact on Taobao . A lot of spelling 2018 After going public in, active users soared all the way ,2019 year Q4 After the introduction of 10 billion subsidies , It is accelerating to catch up with and surpass , To 2020 year Q4 Already reached 7.88 Billion , Surpass Ali , From then on .2022 year 3 month , Pinduoduo announced 2021 Annual pinduoduo active users reach 8.69 Billion .
Mobile Taobao is the largest traffic pool of Alibaba e-commerce , If the hand Amoy is impacted , Then tmall and Alibaba's e-commerce ecosystem will not be easy .
Ali e-commerce has been to 2020 I didn't react until the beginning of the year , Launched Taobao Special Edition （ Taote ）,18 Users are active for... Months 2.4 Billion . unfortunately , It's a little late for taote , Pinduoduo has passed because of fake goods 、 Parallel goods have become the target of public criticism 2018 year , Become with Jingdong 、 Alibaba is the third pole of e-commerce .
04 Mistake Taobao live as the future
Alibaba e-commerce didn't snipe and fight a lot on social e-commerce early , In addition to the reasons mentioned above , Also with Ali 2016 Years later, they mistook live e-commerce for the future .
Taobao and tmall, as e-commerce platforms , Even Alipay , There is always a dream , Because that can grab the attention of more users , Increase the usage time of users . Zhang yong in 2014 When Jiang Fan Made Taobao mobile in , Jiang Fan also reserved a team to make pictures and texts 、 Taobao content ecology including short videos .
Jiang fan does content Ecology , It may be due to 2013 Years later, Weibo 、 WeChat official account 、 Today's headlines APP The impact of the rise . and 2015 In, Wang Sicong and other players entered the game and broadcast live , The thousand broadcast war broke out , Let Jiang Fan see the possibility of combining live broadcasting with selling goods . Xuande, general manager of Taobao content e-commerce division, once said , At the beginning, Ali tested the water live broadcast and brought the goods , The internal reason is that Taobao is a master of content Ecology 、 The graphic performance is not satisfactory . obviously , Zhang Yong and Jiang Fan believe that live broadcasting is a content form that is easier to attract users .
2016 year , With the support of Jiang Fan , Taobao launched live e-commerce internal test , The first anchors were mainly from Amoy girls . Official data ,2016 year , Taobao live broadcast exceeded 10000 An anchor settled in ,120 Sign up with an organization , Launched 70 The rest PGC The column , complete 65 Ten thousand live , service 80 Ten thousand businesses , The cumulative viewing time of the user 1.4 100 million hours . Zhang Dayi was the most popular anchor with goods at that time ,2016 year “ A double tenth ”, Zhang Dayi 2 Hours live with goods 2000 Ten thousand yuan .
Maybe Alibaba e-commerce judged that live e-commerce was more competitive and could better represent the next generation of e-commerce （ Jiang Fan said publicly that the anchor is a new way for brands to build trust with consumers ）, Alibaba e-commerce supports Taobao live broadcast , Start making festivals 、 spin , Row anchor live GMV A list of , Start making gods , Especially the creation of viya 、 Li Jiaqi, the two live broadcast goddesses and male gods , It pushed Taobao live broadcast to the position of boss .2019 year , Taobao live GMV reach 2000 One hundred million yuan . That year , Well quickly 、 Tiktok live with goods GMV Only 500 One hundred million yuan .
Taobao live broadcast because it was done early , Indeed, it was ahead for a time . But Alibaba e-commerce may not realize , studio , Whether it's selling beauty talent for singing, dancing and telling jokes （YY He Mo Mo ）, Or sell the teacher's courses （ Ape counseling 、 Who do you want to learn from ）, Or sell the performance of the game anchor （ Fighting fish 、 Tiger tooth ）, Until the live broadcast brings the goods （ Taobao live 、 Well quickly 、 Tiktok ）, It is essentially a trading scenario , All consume traffic , The higher the flow rate GMV The bigger it is .YY And Momo can rise because it is backed by a network with 100 million users YY Voice and Momo APP, The traffic learned from who comes from the wool of wechat , Back to back YY, Kwai e-commerce and Tiktok e-commerce are the two daily activities of Kwai and Tiktok 3 Eva 7 Billion （ Also have say 8 Billion ） Short video APP Users of .
The traffic of Taobao live broadcast mainly comes from mobile Taobao , It's like tmall , It will consume the traffic of mobile Taobao , In the studio . Decide to broadcast live e-commerce platform GMV The ranking is the flow .2020 year , Taobao live GMV by 4000 One hundred million yuan , Kwai Kong Electric provider GMV Soar to 3812 One hundred million yuan , Tiktok GMV super 5000 One hundred million yuan . To 2021 year , Kwai Kong Electric provider GMV reach 6800 One hundred million yuan , Tiktok e-commerce is over trillion yuan , Taobao is the only live broadcast 5000 One hundred million yuan , Has become the third .
It's even scarier , Alibaba e-commerce has cultivated two new strong rivals .
If Alibaba e-commerce fails to pass 2016-2018 The exploration of , Run the path of live e-commerce through , Kwai e-commerce and Tiktok e-commerce will not rise so quickly . According to the consumption of blue shark , Until 2018 year , The core business model of Kwai is advertising + Show live . Tiktok is more 2020 It was only in that year that it entered the bureau to broadcast live e-commerce . Blue shark consumer has in-depth communication with the Kwai e-commerce and Tiktok e-commerce teams , On live e-commerce , Both of them are Ali's best students —— Like jewelry live broadcast , Where does Taobao live broadcast open a live broadcast base , Kwai e-commerce and Tiktok e-commerce follow directly “ Copy homework ”, Even directly dig the service provider of Taobao live broadcast .
In order to continue to improve GMV, Alibaba e-commerce needs more traffic . To get traffic , Alibaba e-commerce has to report to Weibo 、 youku 、 Today's headline 、 Tiktok 、 Kwai and other tools and content platforms . Tiktok 、 Short video platforms such as Kwai have also made amazing contributions to Alibaba's traffic .QuestMobile Release 《2019 double 11 INSIGHT REPORT 》 Show ,2019 year “ A double tenth ”, Tiktok is in the form of short video content 11 Must buy list 、 Recommend popular products , The user turns off Tiktok App after , The number of times to go to mobile Taobao accounts for 38.9%.《 A bit late LatePost》 Reports said ,2019 The advertising revenue of Tiktok in 800 One hundred million yuan , Taobao official direct mining accounts for 70 One hundred million yuan , About occupy 10%.
According to business marketing notes , Before Taobao and Tiktok, there were two main ways of cooperation ： A kind of direct flow purchase by Amoy officials , Then assign it to different businesses ; The other is to pay according to the effect of sales , It's the short video and live video that we often mention . If Kwai and Tiktok don't learn to live broadcast and bring goods , Then they will be like microblog 、 Baidu is the same , Willing to be a traffic platform , Happily earn your own advertising expenses .
When Tiktok and Kwai realize , It's possible to make a GMV Trillions of dollars of e-commerce platforms （ Then there is logistics 、 Finance 、 More heavy businesses such as enterprise services ）, After adding trillion yuan to your valuation , It is inevitable to gradually cut off the diversion to Alibaba e-commerce .
2020 year 10 month , Jitter announcement tiktok , The goods displayed by Tiktok live broadcast can only come from Tiktok store , You can't turn to Taobao anymore 、 Jingdong and other e-commerce stores .2022 year 2 month 22 Japan , Kwai, electric supplier announced ,2022 year 3 month 1 From zero o'clock , Taobao alliance commodity link will not be able to shop in the Kwai live broadcast. 、 Short video shopping cart 、 Business details page and other links to publish goods and services . It means , Ali e-commerce comes from Tiktok 、 The flow of Kwai is cut off . Tiktok e-commerce and Kwai e-commerce are ready to fight against Alibaba e-commerce in an all-round way .
Tiktok is based on Algorithm and massive short video , Has become the largest number of users in China （ Diurnal hyperactivity 7 Billion ）, Highest viscosity （ The average daily use time of users is longer than 73 minute ） Short video applications for , Even wechat is trembling . Tiktok e-commerce parasitic on Tiktok , It can constantly label users according to the short video content consumed by consumers , Then accurately push the goods and directly promote the transaction , Or drain it to the live studio to make a deal . The traditional e-commerce platform is a shelf e-commerce , Consumers need to buy , The platform should give users enough labels , Far more difficult than the content platform , Naturally, it is difficult to achieve accurate recommendation .
Li Chengdong, an e-commerce analyst, once said , The categories of Tiktok e-commerce are mainly clothing 、 Luggage and bags 、 food 、 Beauty makeup 、 Jewelry and so on , With tmall / Taobao has a high degree of coincidence . If Tiktok e-commerce rises , It will cause great pressure on Alibaba e-commerce . According to the present Tiktok 、 The valuation of Kwai （ Market value ）, Ali can't be hungry anymore 、UC Like Youshi , Take the two traffic giants as their own by means of acquisition .
Tiktok now 、 The business infrastructure of Kwai e-commerce is not perfect yet , Tiktok has not launched an independent Tiktok e-commerce APP, Even Tiktok e-commerce is put in Tiktok APP The location of the has not been decided yet , Ali e-commerce is still stable , Once Tiktok e-commerce is in the supply chain 、 Business operation and other aspects are improved , It's very likely to be like pinduoduo , Give Alibaba e-commerce another impact .
Zhang Yong is at the helm , Alibaba's net profit is rising year by year ,2017～2020 The net profit for the year is 614.12 One hundred million yuan 、876 One hundred million yuan 、1324.79 One hundred million yuan 、1719.85 One hundred million yuan , Alibaba once became the first in Asia , The top 10 technology companies in the world . However , With the increase of Alibaba's net profit , Ali's market value does not increase but decreases , Once fell below 2000 Billion dollars , Insufficient Tencent 4300 Half the market value of $billion . Of course, there are reasons for the turbulence in the capital market , But it also reflects that investors still account for more than 80% Alibaba has doubts about the development prospect of e-commerce .
In Zhang Yong as CEO Of 7 Within a year , Ali has developed the traditional e-commerce model to the peak .
A lot of spelling 、 When new e-commerce models such as Tiktok e-commerce appear , Ali may be difficult to understand , Even if you understand it, it's hard to win . As an e-commerce platform that is not good at making content , Buying traffic is its normal choice , After Tiktok e-commerce and Kwai e-commerce became rivals of Alibaba e-commerce , Alibaba e-commerce is also in a situation of no traffic to buy . On the mobile Internet 、 When the traffic such as short video reaches the top , Ali's box horse for many years 、 Whether new offline retailers such as RT Mart can contribute more users and value ？ unfortunately , The epidemic is raging here 2 In the year , Offline new retail is still difficult to become a new shoulder of Alibaba e-commerce . After the outbreak , Can Alibaba e-commerce reverse the trend ？ Let's see .
This article is from WeChat official account. “ Blue shark consumption ”（ID:lanshaxiaofei）, author ： Chen Shifeng , edit ： Li Ye ,36 Krypton authorized release .
author[36kr],Please bring the original link to reprint, thank you.
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