recently rumored that Ali will be "self-operated" and the news has finally settled.
On February 25, a reporter from the Beijing News Shell Finance browsed the App and found that Ali's self-operated business "Maoxiang" has been officially launched.
Self-operated e-commerce is a kind of e-commerce model, which is characterized by standardized requirements for unified production or procurement, product display, online transactions, and logistics distribution of its business products. Self-operated e-commerce has the characteristics of strong brand power, controllable product quality, and a complete management system for the entire transaction process.
Alibaba’s launch of self-operated business “Maoxiang” has attracted a lot of attention.
Ali’s efforts to self-operate have long been traced. Prior to this, Ali has tried self-operated businesses in Tmall Supermarket , Hema, Tmall International . One of the important reasons why Ali launched the self-operated business "Maoxiang" has attracted many attentions is that the self-operated model is the basic disk of Ali's old enemy JD.com .
In recent years, JD.com has accelerated its platform expansion, and Alibaba has also taken an important step in self-operating. Netizens joked that e-commerce is involuntary, and cats also eat dog food and walk like dogs (cats refer to Ali Tmall, and dogs refer to JD.com).
In fact, at the moment when the demographic dividend is fading away, e-commerce is accelerating its search for new growth points, "up" to the supply chain, and "down" to sink. Industry experts said that the growth points of e-commerce in the future will focus on diversification, user experience improvement, cross-border, etc., from low-end products to high-end products, from goods to services to overall solutions.
3C, international categories start self-operated business, "self-operated" mobilizes economies scale effect
Ten years ago, the founder of Alibaba Group who did not recognize JD. , sell by yourself, and do logistics by yourself” won’t last long. Now, at the performance meeting that just ended on the evening of February 24, Alibaba’s relevant executives gave a completely different statement at the performance meeting, saying that no matter what the model is, Alibaba will choose the appropriate model based on the consumer experience. Previously, the relevant person in charge of Ali China's digital business sector responded to the Beijing News shell financial reporter, saying that Tmall will not change its name, and that Maoxiang is just an exploration project in the Tmall app, but it has not positively denied that it is "self-initiated". camp" matter.
Currently, "Maoxiang" has been officially launched. The Tmall App shows that the new business "Maoxiang self-operated" has been launched. At the same time, the "Maoxiang flash sale" channel appears in a prominent position on the first screen of the app, and it goes online at a fixed time every day. Discount spike activities for self-operated products. Reporter
browsed the App and found that Tmall’s self-operated business is currently divided into “Maoxiang self-operated” and “Maoxiang self-operated international”, covering products including mobile phones, personal care products, food and beverages, medical care and other commodities.
Previously, according to later reports, the "Cat Enjoyment" project will be launched at the end of 2021, and Zhao Kun (flower name: Kongwu), general manager of the FC business department, will be in charge. In October 2021, the Tmall supermarket and import and export business group will be upgraded to the B2C retail business group, and the FC business department will be formed by the fusion of the original Kaola Haibu business department and the original mobile phone Tmall business department.
"Maoxiang self-operated" has covered 3C, personal care, daily necessities, etc. Category, it was previously rumored that Maoxiang’s self-operated flagship store selection starts with 3C categories, taking mobile phones as an example. At present, “Maoxiang’s self-operated” has covered common mobile phone brands such as Apple, , Xiaomi , Honor, and OPPO.
"Maoxiang" is said to be that Alibaba's B2C retail business group will open Tmall self-operated flagship stores around big brands. First, it will promote 3C categories, and the ownership of the goods belongs to the platform. goods to consumers. This model competes with JD.com’s own operation, focusing on people who have a strong desire to consume and are not price-sensitive to logistics speed, service quality and platform endorsement.
According to later citing people from Alibaba, when the B2C retail business group was established, some insiders believed that Ali had set up a self-operated business of equal scale in addition to Taobao.
Prior to this, Ali had tried self-operated business in Tmall Supermarket, Hema, Tmall International, etc. Hema insiders said that self-operated brands are becoming more and more popular in terms of sales data.The gross profit of private brands is also higher.
's increase in the proportion of self-employment has already appeared in the Tmall International sector. Overseas brands, super suppliers, overseas TOP official websites, global buyer stores, and overseas source factories enter its overseas warehouses through Tmall Global procurement channels in different regions, and sell them online in its direct shopping stores. In September 2019, the cross-border e-commerce platform NetEase Kaola (renamed Kaola Haigou) acquired by Ali adopted the direct procurement model of imported goods.
In 2020, the relevant person in charge of Tmall International told the Beijing News Shell Finance reporter that although the self-operated model was small at that time, it would continue to grow (it was said at that time that it would rise to 40%). According to industry insiders, Tmall International can fully mobilize the economies of scale of Ali’s economy, including Cainiao , only through self-operation.
Alibaba to the left, JD.com to the right: self-operated model and platform model compete, e-commerce seeks diversification
Tianfeng Securities research report shows that the epidemic has significantly boosted consumers’ willingness to consume online. The online retail penetration rate reached 21.5% in the first two months of 2020, a year-on-year increase of 5.0 percentage points, which is the most obvious increase in the past five years. In the long run, the epidemic is expected to become an important opportunity to develop user habits and add vitality to the growth of the industry's user scale.
However, it is undeniable that e-commerce is facing objective situations such as the slowdown in macroeconomic growth and the lack of residents' willingness to consume.
Ali’s latest financial report shows that ’s third-quarter revenue in the 2022 fiscal year is 242.58 billion yuan, an estimated 244.91 billion yuan; net profit is 20.429 billion yuan, a year-on-year decrease of 75%, and the performance is under obvious pressure. The
financial report shows that the decrease in profit is mainly due to the impairment of goodwill of 25.141 billion yuan and the decrease in net income arising from changes in the fair price of the equity investment held by , both of which are not included in non-GAAP financials index. Non-GAAP net profit was 44.624 billion yuan, a year-on-year decrease of 25%.
In the quarter, Alibaba’s revenue grew 10% year-on-year, operating profit fell 34% year-on-year, and adjusted EBITA fell 27% year-on-year. These declines were primarily due to increased investment in growth businesses such as Taote, Ele.me , Lazada, increased fees for user growth, and merchant incentive initiatives.
While Ali is gradually developing self-operated and other new businesses, JD.com has already accelerated its platform expansion, counterattacked during the anti-monopoly period, and brought back the previous "choose one" brand customers to re-enter the line. In the first three quarters of 2021, JD.com's omni-channel GMV achieved a year-on-year growth of nearly 100%.
Xu Lei, President of Jingdong Group, said at the performance meeting that in the third quarter of 2021, the number of successful third-party merchants on the Jingdong main website has tripled the sum of the first half of the year, and the number of new merchants entering fashion and home has increased the most.
In recent years, JD.com has made frequent moves in To B business, retail, logistics and other businesses, acquiring five-star appliances, Kuaiyun and other in-depth platform networks. In terms of
sinking, in the past two years, JD.com has successively invested in Dixintong , Lenovo Laiku, Gome Retail , etc., and has been trying to open up offline and online resources and integrate them in the direction of "rebuilding offline JD". Especially in the sinking market, offline still holds the main market share, and consumers in the sinking market still like to go shopping and consume. JD.com also opened offline super sports stores in Chongqing and other places. At the same time, continue to deploy on the community group buying , invest in the veteran community group buying player Xingsheng and choose .
Alibaba’s sinking business Taote and Taocaicai, in the third quarter of fiscal year 2022, Taote’s payment orders increased by more than 100% year-on-year, and Taocaicai’s quarterly GMV increased by 30% quarter-on-quarter. Ali’s sinking businesses, Taote and Taocaicai, have become an important part of Ali’s China retail market business matrix, complementing Taobao.
Relevant Ali executives said at the performance meeting that Taote has a large number of price-sensitive users and Taobao users are obviously complementary, and Taocaicai is the same. Taote and Taocaicai are important businesses in Ali’s China business sector, and many new users were added during the fiscal quarter.Long was obtained through Taote, and at the same time, Taocaicai established a good sinking foundation. It can be seen that e-commerce companies are trying their best to seek refined operations and diversified development.
Pan and Lin , members of the Information and Communication Economy Expert Committee of the Ministry of Industry and Information Technology and executive directors of the Digital Economy Research Institute of Zhongnan University of Economics and Law, believe that the current growth points of various e-commerce companies are, first, diversification, from low-end products to high-end products, From goods to services to overall solutions, diversified supply is required; the second is the improvement of user experience, providing one-stop solutions, and improving user experience in after-sales and logistics; the third is cross-border e-commerce, which introduces Go global simultaneously to expand market coverage; the fourth is to serve merchants, through new industries such as cloud computing and smart manufacturing, and output artificial intelligence or data analysis conclusions through data collection, to help merchants expand channels, improve production, and improve supply chains.
The self-operated department is oriented towards mid-to-high-end business expansion, and the e-commerce platform wins users with refined operations
On December 6, 2021, Alibaba announced the adjustment of its organizational structure, and newly integrated the establishment of two major business segments: China Digital Commerce and Overseas Digital Commerce. This is another important adjustment of Alibaba's organizational structure since the " large, medium and large Taiwan " in 2015.
Ali integrates Taobao (including Taobao, Tmall, Alimama, ), B2C retail business group, Taocaicai, Taote and 1688 and other businesses to jointly form the "China Digital Business Sector", which is managed by Daishan . At the same time, it integrates the two overseas businesses of AliExpress and International Trading (ICBU), as well as a number of subsidiaries such as Lazada for overseas markets, forming an "overseas digital business sector", which is managed by Jiang Fan.
This time, Alibaba launched a new strategy of "diversified governance". Alibaba said that it is to adapt to the needs of Alibaba's multi-specialty business development with the support of China and Taiwan, further strengthen the customer orientation of each team, and promote business operations. Improve efficiency and achieve healthier and more sustainable development of various business lines. The launch of
's self-operated business "Maoxiang" is also a new move around Tmall after Dai Shan took over as the head of Alibaba's China digital business sector.
Domestic demand, globalization and cloud computing are the three major strategies of Alibaba today, and they are also the main battlefield for Alibaba's business innovation. The organizational structure will be adjusted at the end of 2021. The newly established Chinese digital business sector will focus on domestic demand, and the overseas digital business sector will focus on globalization. On February 25th, China Internet Network Information Center (CNNIC) released the 49th "Statistical Report on Internet Development in China" (hereinafter referred to as the "Report") in Beijing. The "Report" shows that as of December 2021, the number of netizens in my country has reached 1.032 billion, an increase of 42.96 million compared with December 2020, and the Internet penetration rate has reached 73.0%.
However, with the weakening of the dividends of user scale growth, the focus of competition among e-commerce platforms will shift to the duration of a single user, and the competition will focus on "people, goods, and markets". E-commerce competition has entered the era of refined user operations.
Pan Helin said that self-operated e-commerce companies have stronger control over products, can build their own after-sales and logistics, and control the entire process of products is ideal, but operating costs are relatively high, requiring long-term basic logistics and after-sales facilities It will take a long time to achieve the corresponding effect. The control of
platform-based e-commerce is weak, but through the bond of interest, the asset investment is less, and the asset-light operation can obtain more diversified income through merchant services by developing marketing channels and many other ways. However, due to the weak control over products, it is more difficult to improve the after-sales and logistics experience, because it is necessary to coordinate all parties as an intermediary.
He believes that at present, Ali's layout of self-operation can improve consumer experience. For most e-commerce platforms, self-operation is a kind of business expansion for mid-to-high-end users after user stratification. That is, if there is no self-operation In terms of better shopping experience, some users with quality needs may be turned away. Internet e-commerce emphasizes diversification, comprehensively meets user needs, and achieves wider user coverage. It is also necessary to do self-operation.
Tianfeng Securities Research Report stated that when the competition of e-commerce platforms is fierce, the decisive victory lies in the refined operation of users. In terms of user acquisition, each platform continues to increase sales expenses to maintain old users and attract users.Introducing new users, the overall customer acquisition efficiency is generally controllable, but under the e-commerce trend of content platforms, the competition and cooperation between traffic platforms and e-commerce platforms will go further; in terms of product ecology, it is expected that C2M reverse customization will It has become one of the key layout directions of the e-commerce platform; in terms of consumption scenarios, e-commerce live broadcasts and short videos have expanded new content e-commerce scenarios, and its significance lies in enriching users' perception of products and helping the expansion and consumption of product categories The extension of the scene is beneficial to increase the number of repurchases and the amount of single-user consumption.
Beijing News Shell Finance reporter Cheng Zijiao editor Song Yuting proofreading Guo Li
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