"Wang Juan" Todd

Today, it seems that there are not many new stories to tell in the domestic e-commerce industry.

DuDu is an exception.

Today's Ali is like a noble family, and the accumulation of wealth and fame has reached its peak. Two-year-old Todd, like the little knight in this family, attacked the city and pulled out the village, and he was in high spirits.

But "sharping Kid" robbed the enemy's territory on the one hand, and his own territory on the other-in fact, Taote's users were originally the intersection of Ali Tao Tao users and Pinduoduo users.

The newly launched "10 yuan Store" and "100 Yuan Big Brand Flat Exchange" are not only in Pinduoduo, but also competing with Taobao Tmall for territory.

It is the only way for Todd to roll out and roll in at the same time. Rolling Wang Taote is essentially the product of high involution in the e-commerce stock market.

Officially listed in March 2020, Taote, which changes its face once a year, is also a window to spy on Ali's sinking market.

As the largest e-commerce platform in China, Ali was not regarded as a respectable competitor until Pinduoduo went public.

Otherwise, Todd will not be officially listed until March 2020.

When Taote was launched, it was called "Taobao Special Edition"-this is not surprising. In Ali's business map, Taobao is the matrix, Taobao Mall has been transformed into Tmall independently, and it is also a special edition of Taobao as the "second generation of Taobao". It is not surprising to take advantage of Taobao.

However, the initial interface and temperament of Taobao Special Edition are very similar to those of many products-when Taote first appeared, its mission was to "attack", while copying and benchmarking many products was a "shortcut".

In fact, in the market outside the Fifth Ring Road, which started in Pinduoduo, Ali entered earlier-only, he shot earlier, but he didn't succeed earlier.

Before 20 14, the sinking market and users were in a state of natural growth in Ali.

20 14 is the key node. When Ali was listed in the United States, the rural market was positioned as one of the three major strategies, which was the starting point for Ali's organic layout of the sinking market.

The era of Ali sinking in 1.0 began at the end of June, 20 14. The first rural Taobao service station landed in Tonglu, Zhejiang Province, and the rural Taobao APP went online, and rural "painting the wall", "Taobao Village" and "Taobao Town" emerged one after another with great fanfare. At this time, Pinduoduo has not officially appeared.

However, the above excitement did not last long. On June 20 17/day, rural Taobao APP went offline and became a sub-module in mobile phone Taobao, more like a transitional product with a weak sense of existence.

At this time, Ali ignored the difference between urban and rural dual markets and provided a game of chess with undifferentiated services to the sinking market-this strategy was obviously not in line with reality and also gave Pinduoduo an opportunity.

For rural users who have just learned to use smart phones, Taobao's interface is undoubtedly too complicated. By contrast, Pinduoduo, which was listed two years ago, is more useful.

20 15 launched a lot of products and jumped in.

The characteristics of users in the sinking market are that they have time and no money-the overall sinking of Pinduoduo's supply chain, the attraction of several wallets, the pleasure of asking relatives and friends to help them cut a knife, and the rapid fission of WeChat platform, all of which just hang the appetite of the sinking market.

In Pinduoduo's latest financial report, the annual active buyers in Pinduoduo have reached 869 million. On the time node when Taote was born, it was March 2020. The number of active users disclosed in Pinduoduo's 20 19 financial report has reached 585 million, with a net increase of/KLOC-0.02 million active users in the last two quarters alone.

Alibaba in 2020 needs a new role to occupy the sinking market.

Although Taobao and Juhua have accumulated in the sinking market, on the one hand, they are not born for the sinking market and will inevitably wipe their boots. On the other hand, Taobao itself is in trouble.

On the supply side, Taobao has formed an existing rule system, and the competition among merchants is extremely fierce. It is too difficult for grass-roots factories or rural sellers to open new stores on Taobao and present these "factory goods" and rural goods in the search list of Taobao users.

It is also based on this consideration that Taote, who took office two years ago, has a great responsibility-Hai Wang, general manager of Taote Business Department, claimed that Taote's name was "special" and its original meaning was "extremely simple".

What's the most direct way to grab territory with Pinduoduo? Low price!

When Taote was launched, the "1 Yuanxiang Festival" was held just before the Double Eleven. Colleagues of Caijing Story Club once bought 50 masks for 1.9 yuan, which was a great surprise.

At first, colleagues thought that this ultra-low price might all come from platform subsidies.

Actually, it's not exactly like this.

A Hai, a cosmetics businessman, told Caijing Story. He used to run Taobao shop and Tmall shop. In the first half of 2020, after hearing that Taote was going online, Ahai actively participated in it, "in order to earn a cup"-pushing up the sales of single products, accumulating evaluations, improving the level of stores and enhancing the search weight.

At that time, the sales volume and evaluation on Taote can be synchronized to Taobao stores. "If you invest thousands of dollars, you can get hundreds of real sales and comments." "1 yuan package, users almost close their eyes and don't need to think and make decisions. This kind of purchase action can accumulate a lot of sales and comments for merchants in a short time. "

Moreover, the deposit for Todd to open a shop is also very low. "Tmall 50,000, Taobao 5000, Taote as long as 1 10,000, the threshold for trial and error is particularly low."

At that time, Ahai delivered hundreds of SKUs from Taobao shop to Taote with one click, and the unit price ranged from several yuan to several hundred yuan. However, only men's lipsticks of 1 yuan and 4.99 yuan were bought by users.

"So cheap, of course, nothing good. The ex-factory price of the product is only one or two yuan, and the logistics cost is probably 2.5 yuan, so selling 1 yuan is definitely a loss, but selling 4.99 yuan is basically the same. "

The data proves that the ultra-low price strategy is quite effective. Taote achieved over 100 million users in 9 months, and exceeded 280 million users in 2 1 month.

According to the data of QuestMobile, a third-party organization at that time, as of June 20021year, 78% of Taote users coincided with Pinduoduo.

This data is regarded by Taote insiders as a "record" of grabbing territory-in the long run, Taote's battle will not be easier, Pinduoduo will go from 0 to 1, looking for increment when no man's land is occupied, and Taote will grab shares from his opponent's territory. In the latest fiscal quarter data released by Ali, the annual active consumers of Taote.com increased by 39 million, lower than the peak of 50 million in the first quarter.

Pinduo is outside, will Taote roll Taobao Tmall in it? Taobao users, how many users coincide with Taobao Tmall? This involves whether Todd's position is "spear" or "shield"-the most perfect Todd. We should try our best to get out of the opponent and get in the brother.

In May, 20021year, when the special edition of Taobao was upgraded to "Taote", Hai Wang kept his mouth shut when asked the above questions by the media. "Coincidence data (can't be said) because it affected the stock price. I can only say that from the first day, it was around the sinking crowd, and it was different from Taobao in the whole strategy of user growth. "

But in fact, from the latest quarterly financial report data of Ali, it is not difficult to infer the coincidence rate.

As of June 20265438+0,65438 February 365438+0,65438+February, the annual active consumers of Ali's commercial business in China reached 882 million, with a net increase of about 20 million in a single quarter, mainly brought by Taote. In the same period, as of 20021,65438+February, 3 1,1February, Taote had 280 million active consumers, an increase of 39 million over the previous quarter.

Let's make a hypothesis. The financial report shows that the net increase of 20 million mainly comes from Taote, assuming that 6.5438+0.5 million comes from Taote, that is to say, at least 24 million of Taote's 39 million users overlap with other businesses in Ali. According to this ratio, the coincidence rate is about 60%.

In fact, the above speculation can also be confirmed-as early as 20 18, Ali found that 70% of Taobao's 65438+200 million new users came from low-level areas, equivalent to the sum of the population of first-tier cities and key new first-tier cities.

In other words, before Taote, most of the new additions of Taobao itself came from the sinking market, and Taote's admission accelerated this process.

A user who claimed that her consumption was degraded told Caijing Story that her consumption trajectory in the past five years was "Amazon-Vipshop-Tmall Taobao-Taote 1688". "I used Amazon when I was studying abroad, and later I used domestic e-commerce after returning home. I am a standard sample of consumption degradation. "

Hai Wang remained calm about Todd's involvement. "It is also good for a user to buy things in Taobao and Taote. Ali's overall consumption is upward. For example, if you buy a mobile phone, you will choose Huawei and Apple, but if you want to buy a fruit, using Taote's direct supply is very suitable for you; If you want to buy a hair dryer, you don't have to buy Dyson's You buy a China brand with good face value, good quality and various quality certifications. "

The implication behind it is that although Taote has shaken some of its own markets, it is better than watching users flow to rivals.

This is also in line with Zhang Yong's statement on "creating more consumption opportunities for different types of digital users to expand our wallet share" at the investor communication meeting.

What's more, Tik Tok e-commerce and Aauto's faster e-commerce are also around-they came to Ahai in Taote with great interest and finally found that high-end and high-priced goods are still on sale. Moreover, after the independence of Taote account, "praise has not accumulated in Taobao shop", so I resolutely quit Taote.

Now, he has turned to auto more quickly in order to better occupy the market. The best live broadcast, sales reached more than 300 thousand yuan. "In addition to the pit fee, you can still leave some profits."

At the beginning of March, Aauto Quicker officially raised the knife, and Taobao Alliance product links will not be able to publish links to goods and services in shopping carts, short video shopping carts, merchant pages, etc. In Aauto's faster live broadcast room-this means that Ali reached out to the external tentacles of the sinking market and broke one.

Business circles have no permanent partners. As long as Taote can bring growth, it is good. Neither spear nor shield seems to matter.

Ahai has been wandering in Taote for several months, and now the conclusion is that the players who can be handy in Taote are "OEM brands outsourced in the source factory, and they can't do it at all." Can you fight for low prices? " By low price, when is the end? "

His observation may be a "footnote" on the line of Taote 10 yuan Store and Taote 100. Todd's move, in the final analysis, is to make up for the short supply. One-dollar package takes advantage of the universal human nature of "taking advantage" to quickly pull new products, but the uneven quality of goods has also attracted many users' criticism and spit.

A big challenge that Taote is facing now is how to reach a balance point between quality and low price-low price platform. It is difficult to attract large and medium-sized brands to settle in and must leave in person.

Compared with many products' strong interest in agriculture, Taote's differentiation is characterized by "industrial products" and is also based on practical considerations.

In general, we can find that Taote, as a latecomer, can't compete with Pinduoduo in the overall richness and cost performance of agricultural products. So it is relatively feasible to switch to industrial products; What's more, Taote also has the assistance of Daxie 1688 platform. According to the data of the Ministry of Commerce, the latter covers 172 first-class industrial belts, accounting for about 70% of the number of first-class industrial belts in China.

In the layout of industrial products, Todd has also made many adjustments.

The story told by Taote at the beginning of its launch was "the world's first new platform with C2M customized products as its core supply". "C2M customization" can not only be different from Ali's other businesses, but also show its personality in public opinion.

However, at that time, Todd needed to seize the market quickly and run the flow. Where did he have time to intensively cultivate the factory? The urgent task is to recruit the merchants first, and the products will go online first. Moreover, it is unrealistic to tell the story of "personalized customization on demand" in the reality of "one-dollar package".

Soon after, C2M was changed to M2C, although it was only a letter adjustment. However, it reflects the real business scene of Taote-not emphasizing individuality, but highlighting the improvement of link efficiency and the shortening of circulation links. Compared with C2M, it is lighter in quantity and more flexible in form.

Nowadays, the so-called "ultra-low price" 10 yuan store and the "big brand flat exchange" Taote 100 are essentially Taote's solutions to the sustainable business model.

First, whether it's 10 yuan or 100 yuan, it's all brand-free factory goods positioning, trying to widen the gap with Tmall and Taobao products and reduce involution.

"Even a relatively low-priced brand like ours can't afford to play in Taote, and it is impossible for big brands to settle in Taote." Ahai has had exchanges with many cosmetics brands and won these rounds.

Secondly, Taote's "factory direct supply, warehouse full inspection, one-stop procurement, one-package delivery" is an exploration of self-operated mode. From the past experience, the self-operated model puts forward higher requirements for quality, and inferior goods face higher risks. It must be a product with a relatively high customer unit price, and there is more room for manoeuvre in cost-from this dimension.

Third, as mentioned above, Todd's growth rate declined in the latest fiscal quarter. If Todd wants to continue to grow, it is not enough to pull the head, but also to improve the per capita GMV.

According to Hai Wang, 10 yuan Store is located in small objects and commodities covering various life scenes, which can realize N yuan and N pieces, direct supply from the factory, full inspection in the warehouse, one-stop procurement and one package delivery.

Caijing Story Society has also experienced several "official direct channels" products. At present, not all of them are delivered in one package, which proves that it will take time for Taote to straighten out the supply chain.

In short, for the current Taote, it will be the normal state for a long time to come, which is the only way for zero-sum game under stock competition.