Shulou(Shulou.com)11/24 Report--

On October 20, ‎, at the annual Tmall double 11 press conference, CEO Daishan of Taotian Group talked about the mission and opportunities of the times, users, and science and technology, and systematically explained to the outside world for the first time the thinking logic of the three strategies of "user first, ecological prosperity, and science and technology-driven".

‎ Dysan said that the future is a cycle of "creating opportunities in challenges". Those who pay more attention to long-term brand building and who can break inertia and seek innovation will be able to get through today, rush through tomorrow and see the sun of the day after tomorrow. She believes that the Chinese market is strong, and people's demand for a better life will continue to bring huge consumer demand; at the same time, the outbreak of new technologies such as AI will also bring a large number of business opportunities. Taobao Tmall, as the largest consumer platform, will be the largest test and breeding ground for AI applications, which will inevitably bring efficiency improvement and great innovation. What Taotian Group needs to do is to work with brand merchants to firmly penetrate the Chinese market, constantly create new products, stimulate new demand, and continue to expand the consumption cake.

Based on this macro background, ‎‎ explained for the first time the considerations behind the three strategies of "user first, technology driven, and ecological prosperity":

On the ‎ user side, the online penetration continues to improve, and the consumer market opportunity is huge, but at the same time, consumer groups are divided into multiple layers, consumers are no longer easily superstitious about the brand, and pay more attention to the true value of the brand. "user first" aims to meet diversified needs and capture the broadest range of people.

On the ‎ merchant side, the diversification of user needs determines that the platform ecology must be diversified. The platform and merchants should change from the traffic operation in the past to the diversified user asset operation.

On the side of ‎ technology, the new scientific and technological revolution represented by AI has come, and e-commerce will be changed by AI. Taotian will make a long-term investment in AI upgrades of merchant tools, user encyclopedias and content creation to enhance users' consumer experience and help merchants get more business opportunities.

‎ in May this year, Dashan announced the three major strategies of users, ecology, and technology. After that, Taotian Group has made continuous actions in price power, internalization and AI, and the size and quality of users have increased significantly. Taobao DA (the number of daily active users) has been growing for six consecutive months this fiscal year, and the contribution of 88vip members has increased by double digits compared with the same period last year. There has also been a marked increase in the scale and willingness of businesses to operate. By the end of August, the cumulative total of new Taobao Tmall stores had exceeded 20 per cent; according to Alibaba's latest financial report, the number of paid merchants with daily active advertising increased by more than 20 per cent year on year.

On this basis, ‎ announced the three major goals of Tmall's double 11 this year: to obtain the largest number of users for brand merchants; to precipitate brand equity to enhance brand strength; and to return to the original heart to give consumers a happy double 11. She said that Taotian will conduct full-link guidance with maximum investment, while brands pay more attention to user operation, and such co-frequency resonance is bound to lead to the largest user growth.

‎, according to the information released at the press conference, Tmall's double 11 this year is based on three major strategies, with significant changes in three aspects: users, merchants, and technology:

The ‎ user experience is outstanding and simple, giving all consumers a clear sense of benefits. On the basis of cross-store fullness, the new rules of "official reduction" and the new activity of "low price every day" will be reduced by more than 15%. Taobao Live will also launch a "flash drop" activity, which is the lowest price directly. At the same time, return to the original heart of double 11, restart Tmall double 11 party, let consumers get happy.

‎ strengthens the business certainty of merchants, launches more new brands and products with unprecedented efforts, and continues to consolidate the consumer mind of "buying new products on Tmall". At the same time, emphasize two-wheel drive, through the double 11 full cycle of "daily low price" and other new channels, so that suitable for daily sales brand merchants have more business opportunities, from peak business to daily business.

‎ science and technology ability to highlight cost reduction and improve efficiency, for small and medium-sized businesses to provide 10 free AI tools, in the opening of stores, new testing, advertising and other full-link links, will also gradually achieve AI intelligence. AI assistant Taobao, who is under testing, asks that it will bring consumers a new experience of living and consumption, and then enhance the purchase transformation of brand merchants.

‎ analysts pointed out that the introduction of big innovation changes at the most important node of the year is a long tradition of Taobao Tmall. Double 11 has always been the most important innovation laboratory for Tmall on Taobao, not only a window for performance explosion, but also a window to show innovation and change to the industry and society.

Since ‎ first launched the "50% discount for the whole audience" in 2009, almost every year on Singles Day, Taobao Tmall has had innovative actions that affect the industry. In 2012, Tmall pioneered the cross-store full reduction mechanism, which promoted the overall expansion of online categories and price belts, and the brand's participation in Singles 11 changed from "tail goods" to "new explosive products". In 2013, the first pre-sale mechanism was explored and discovered the C2B model of e-commerce, which was realized by sales, and greatly improved the efficiency of merchants' stock preparation. Cat Night was first created in 2015, creating the largest brand ip in the history of e-commerce in China, realizing the deep combination of content and e-commerce. In 2017, the link was opened for the first time, and more than 1 million offline stores participated in Singles' Day, realizing the offline expansion of the e-commerce value chain.

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