Cracks seen from Alibaba's financial report

Ma Yun's state before 2020 1 1 should be like this:

After 2020 1 1 month, Mr. Ma's mood should be like this:

However, for a world-class enterprise like Alibaba, this sentiment is personal. Finally, the company has to talk about performance and earn more, so Mr. Ma will feel better.

The operating profit was RMB 89.678 billion (about US$ 65.438+03.688 billion), down 2% year-on-year, mainly due to the fine of RMB 65.438+08.228 billion (about US$ 2.782 billion) imposed by the State Administration of Markets of China according to the Anti-monopoly Law of China, and the equity incentive expenditure increased by RMB 65.438+06.054 billion.

Zhang Yong, Chairman and CEO of Alibaba Group, said: "As of March of fiscal year 2002 1, Alibaba Group has achieved a historic milestone of global1100 million active consumers. Our overall business has achieved strong growth on a healthy basis. In this fiscal year, the total volume of merchandise transactions in Ali Ecosphere reached a record of $65,438 +0.2 trillion. These achievements are based on our clear value proposition for consumers and enterprises. " On the surface, the management is satisfied.

Behind these bright data, we also saw some different information and saw the difficulty of this behemoth.

1, the new traffic has gradually dried up.

In March 2020, the annual active users of Alibaba's retail market in China reached 726 million.

In March of 20021,this figure was 8 1 1 billion, which seems to be an increase of 85 million.

Considering that the Taobao Special Edition will add10.5 billion users in 2020, the number of users in the traditional Taobao Tmall part is actually declining.

At the same time, in fiscal year 20021,the annual marketing expenses were 8151900 million, and1.3% of the revenue was used for marketing. The cost of maintaining traffic is huge. Sellers who open stores in Tmall can understand why the platform traffic is so expensive, and the boss bought it at a very expensive price.

Facing the cross-border robbery of Pinduoduo, Tik Tok and Aauto Quicker, an opponent with massive traffic, it is very hard, and the traffic cost of others is low.

2. The pressure on platform sellers is too great, which makes it a joke that there is no hard business in the world.

In 20021fiscal year, the revenue was RMB 71728.9 billion, and the annual GMV was 8. 1 19 trillion.

This is a very high number. Recently, many friends who do e-commerce have been "out" and moved the main battlefield of selling goods to Pinduoduo, Tik Tok and Xiaohongshu.

3. The competition of local life service has been pulled away.

In 20021year, Alibaba's local life business income was 31500 million, while that of Meituan was11480 million, accounting for 27.4%.

Especially in the community group-buying circuit, You Xuan, the US Mission, takes the lead, reaching the peak of 30 million votes per day, and the GMV target for 20021year is 200 billion. However, Alibaba has just integrated resources and started to lay out. Although it has made up its mind that it will win, it is also a fierce battle.

4, rookie logistics performance doubled, four links and one achievement performance was difficult.

In fiscal year 20021,rookie logistics revenue was 37.2 billion, compared with 22.2 billion in the same period last year, which was outstanding. However, Sitong Yida, which is deeply tied to Alibaba, only earned a loneliness: Zhongtong's profit was 4.3 billion, down 23.7%. Shentong's profit1.1.80 billion, down 93.6%. The profit of Dayun was 65.438+0.4 billion, down 46.9%, and that of Tong Yuan was 65.438+0.7 billion, up 5.94% year-on-year. Best Express lost 2.025 billion yuan, down 900%.

As the largest e-commerce ecosystem in China, its profit is still strong. But the unavoidable problem is that Taobao, which didn't make money in those days, had no rivals, and the myth of sellers creating wealth kept emerging. Now Alibaba earns a lot of money, but its rivals are getting stronger and stronger, and the sellers who grew up together are also looking for another paradise.

Users first, employees second, shareholders third, is it faith or slogan?

Everything has cracks, and that's where the sun shines. Maybe Alibaba is welcoming a big change.

All stages are illusory. If you see different faces, see the Tathagata!

towering

Digital economy research expert, president of Digital Industry Research Institute (Hangzhou), 1998 started to enter the Internet industry, 15 years experience in Internet and e-commerce.

Works: E-commerce Operation Practice, Online Retail Operation Practice, Digital Transformation Guide-Thinking, Methods and Tools of New Business, etc.