Text | Liu Zhanghao
If Huang Renyu meets Hegel, maybe his understanding of history will be different.
Huang Renyu regarded China in the Ming Dynasty as a typical "country that cannot be managed in number", which is naturally a historical limitation.
may have many sources, and in my opinion, people’s desires are not fully commercialized. For example, the Ming dynasty may prefer to spend energy to pursue antiques, calligraphy and painting, and it will never be like today. We look for a trendy iPhone, not only because the desire for consumption has not set foot in this field, but more importantly, the historical period and cultural changes have not yet evolved to this point.
According to Hegel, the nature of human desire is not static, but changes with historical periods and cultural changes. From the history of
to this day, people's desires have undergone earth-shaking changes. Correspondingly, number management naturally followed up.
Double 11 is the most significant "digital management" of this era. Product recommendation based on huge data and algorithms is its characterization. The industrial belt built with core digital capabilities is inside, and it truly fits the "Algorithm of the Times" and "The desire of man" was born. Taobao special edition is the first platform for the digital upgrade of the industrial belt today.
2020 Double 11 has become the "Colosseum of Rome"
Today is the "2020 Double 11" that thousands of businesses are looking forward to. Needless to say, the competition for performance is coming to an end. This is a big test for e-commerce platforms. This is true for the anchors who live and bring goods, and it is even more true for the factory owners and businesses in the industry. How does
come out on top?
Whoever can seize the minds of users can become the winner of the "Double 11 Arena".
A data for reference. During Double 11 this year, the Taobao Special Edition officially announced that the number of active purchase users has exceeded 100 million. Regarding the performance of the Taobao special edition this year, third-party data agency Analysys commented that such a growth rate is unique in e-commerce applications of the same scale.
Alibaba's 2021 fiscal second quarter report disclosed on the evening of November 5 shows that as of September this year, the monthly active users of Taobao special edition have exceeded 70 million.
According to statistics from Trustdata, Taobao Special Edition has a 66.6% growth rate in the third quarter just past, ranking first among mainstream e-commerce companies. According to the "September Mobile App TOP1000 List" released by Analysys, the Taobao Special Edition APP has achieved a 43% month-on-month increase in monthly activity, making it the first comprehensive e-commerce company among MAU apps exceeding 10 million. Since its launch, Taobao Special Edition has repeatedly topped the list of Apple AppStore applications, becoming the most popular shopping software for consumers during Double 11 on Tmall.
1 billion, 70 million, number one, and the three sets of numbers reveal the same phenomenon. The Taobao special edition is rapidly advancing and grabbing C-end users.
This suffices to explain that, as the largest domestic sales platform in the industry belt, 100 million people are buying the Taobao special edition, which signifies that the high-quality and good products of the industry belt are real consumer demand, and the Taobao special edition has become a consumer purchase industry belt. The first platform for high-quality goods.
In fact, the sudden emergence of Taobao special edition is inevitable under the general consumer trend.
The consumption pattern in 2020 has shown that consumption upgrades and consumption downgrades are not inconsistent. Accordingly, consumption concepts are being further innovated. The perception that the low-price market is confined to the sinking market in the past is being subverted. "The rising market is also looking forward to low-priced, high-quality products.
That is to say, the evolution of consumption pattern is helping Taobao special edition expand the "basic disk" of potential users, which can be called a round of "consumption upgrade" .
There are many kinds of voting in the world, and the "voting with feet" supported by real money is the most authentic. The continuous expansion of the number of active users shows that consumers are voting with their feet, and at the same time proves from the side that the Taobao special edition can effectively meet the needs of consumers.
Behind this phenomenon is the unique C2M mode of Taobao special edition.
and outsideContrary to the general understanding of the world, as the world's first shopping app with C2M as its core, Taobao Special Edition does not simply pursue low prices, but uses data empowerment to effectively improve efficiency and reduce costs.
has opened up the "two pulses" of data, Taobao special edition is sufficient to maintain the price advantage, while having more reliable quality assurance and better after-sales service, thus further strengthening the attractiveness of Taobao special edition to consumers.
Churchill said don’t waste a good crisis.
No one wants to lose, and more willingness to win, especially in 2020 when economic fluctuations are in the "difficult years".
IMF predicts that the global economy will shrink by nearly 5% in 2020, and this will be the worst year for economic performance since the "Great Depression" in the 1930s, worse than the 2008 global financial crisis, also known as "The biggest economic recession in peacetime in nearly a century."
Affected by the global epidemic in 2020, the international supply chain will be severely affected, and a large number of overseas orders will be delayed or cancelled, which will bring unprecedented challenges to foreign trade factories.
"Haoshun Otis" is a member of the foreign trade army affected by the epidemic. This car care products foreign trade factory in Zhaoqing, Guangdong was facing the dual dilemma of domestic supply chain training and foreign order delays. The
epidemic has not yet ushered in a turning point. Workers cannot return to the factory, the supply of raw materials in the workshop cannot keep up, and overseas orders cannot be delivered... Recalling the original situation, the factory general manager Qu Weihao described the feeling at that time as "Because of uncertainty. Too much".
All kinds of difficulties were in front of him. Just when he thought that there would be no turning point, Qu Weihao received a call from Xiao Er from Taobao C2M team, and an important letter from the call: "Car disinfection alcohol on Taobao" "Has more than 1 million searches per day.
The two sides hit it off immediately, and immediately started the project of disinfecting alcohol for carriage.
is even more rare. In the follow-up product R&D and listing, because of Taobao C2M's full-chain information guidance from project establishment, R&D, manufacturing, and sales, it only took 3 days for Haoshun Otis to realize the process from receiving demand information to The product goes online.
"The largest single day sold 80,000 orders, this is our online store's previous peak season sales in one month." Qu Weihao said. In fact, from February 10th to 25th, this "alcohol spray" became the most sold killer product on the Taobao platform, with more than 1 million sales. During the epidemic, the
helped foreign trade factories regain their vitality and vitality, so that the Taobao special edition was spread word of mouth in the foreign trade circle and became the premier "heritor".
For a large number of foreign trade companies, the first thing to solve is the short-term inventory sales, but in the long run, the epidemic will continue for some time, and foreign trade companies need to change the original order production mode.
In other words, Taobao Special Edition is not only a temporary life-saving straw, but foreign trade factories export to domestic sales, clearing inventory, but also to find out the preferences of domestic consumers and make products suitable for domestic demand.
This requires deeper insights into data and more efficient empowerment to the industry. Taobao Special Edition is once again an important task.
In fact, Taobao Special Edition has already achieved this. Data shows that Taobao Special Edition has helped 300,000 foreign trade factories and has become the main channel for foreign trade factories to transform domestic sales.
Churchill, who has experienced the "dark moment", said "Don't waste a good crisis". In the eyes of masters, a "good crisis" is a crisis with greater wins, and it is a business process where the probability of victory exceeds the probability of failure. The "black swan" of the
epidemic has brought foreign trade factories on the verge of bankruptcy and bankruptcy. However, when they turned to board the Taobao special high-speed train, they turned to safety and even achieved output returns that were better than before.
"Revolution" on the new supply side, keep up!
Whether it is the sudden outbreak of the epidemic or the enduring double 11 event, the Taobao special edition has helped the factories and merchants on the platform achieve good results.
This not only stems from the fact that more than 100 million C-end users are looking for "good things" on Taobao special edition, which doubles the value of Taobao special edition; more importantly, after gathering a large number of C-end users, Taobao special edition will be able to take advantage of C2M. .
C2M is actually AliThe traditional advantages of Baba's data accumulation and technological innovation are also the product of accumulation under the evolution of the algorithm of the times.
Alibaba established the "C2M Business Unit" in December 2019. Prior to this, Juhuasuan Daily Sales had opened a factory-directed "Daily Sale Factory Store".
"Transforming the individual needs of consumers into perpetual motion machines with thousands of production lines in the industry" is the original intention and mission of the C2M business department.
At the same time, the external environment has also undergone tremendous changes. The conversion of new and old kinetic energy and supply-side structural reforms are in full swing, and the "black swan" of the epidemic has further accelerated this process.
The industrial belt manufacturing based on traditional production and management methods is facing double squeezing from inside and outside. The "sky" on the top is changing and the "road" under the feet is muddy.
to the dark moment, to survive the difficulties together. How to turn crises into opportunities and firmly hold onto the new engine of growth? The factories and merchants in the industrial belt are asking themselves, and they are also asking about the Taobao special edition. The digitalization of the
industrial belt is the answer given by C2M, and the Taobao special edition launched on March 26 this year is the way to carry this answer.
was born and flourishing, and Taobao Special Edition responded to the calls of the manufacturing industry and consumers.
Wang Hai, vice president of Alibaba and general manager of Taobao's C2M business unit, pointed out that the Taobao special edition C2M model provides data guidance for factories, which can help factories quickly improve their ability to develop new models, and can help factories quickly transform digital commerce and face consumers directly Realize cost reduction and efficiency increase.
further investigation reveals that behind the Taobao special edition is the comprehensive support of Alibaba’s ecological capabilities. With the help of the super supply chain reserves brought by Open 1688 and the accurate market insights accumulated by Taobao and Tmall on the consumer side, the Taobao special edition has realized supply and demand. , Accurate matching of production and sales, really help the industrial belt to improve quality and efficiency.
In particular, under the promotion of the formation of a new development pattern with the domestic cycle as the main body and the mutual promotion of the domestic and international double cycles, the Taobao special edition has become a digital link linking factory manufacturing and consumers, constantly introducing new capabilities and new measures to help the industry Merchants have climbed through the hurdles, firmly seized the new round of transformation opportunities, and truly realized the "revolution" on the new supply side, and they will naturally become the "top star" of this Double 11.
