reporter was informed that Taobao will officially release Taobao special edition on March 26. This new App, which has been in low-key internal testing for more than a year, is expected to undertake the important mission of attacking the sinking market.
Continuous 霸榜App Store购物榜
The official release of Taobao Special Edition has already begun. In recent days, the ranking of Taobao Special Edition in the Apple App Store has risen steadily, and is currently ranked sixth in free apps, surpassing WeChat, Douyin, and Kuaishou. Starting from March 22, Taobao Special Edition has been ranked first in the e-commerce list for many consecutive days.
Picture: 淘宝专卖版登上App Store购物榜第一
According to insiders, Taobao Special Edition is currently operated by the Taobao C2M Division. This division established at the end of last year carries the supply of the core industry belt in the Big Taobao ecosystem. Taobao's C2M business department has assembled the resources of the core e-commerce and B2B platforms under the Ali system, with the purpose of enabling the Taobao special edition to better gather "good sources".
In recent years, the industrial belt has gradually become an important new supply source for Taobao. In November 2018, Taobao's daily specials were upgraded to daily specials, focusing on industry empowerment. In March 2019, Tiantian Special Sale was merged into Juhuasuan, and it was once again given the mission of cultivating the sinking market and empowering the development of the industry. In October 2019, Everyday Sale also launched the digital solution "Factory Sales Link", which aims to provide one-stop digital services for industry belt merchants and comprehensively improve the production efficiency of industry belt merchants.
From this point of view, Taobao Special Edition is not just an ordinary shopping App, but the world's first commercial platform with C2M as the core supply. It penetrates the entire industrial chain from production to consumption to provide consumers with the most cost-effective products.
C2M has become a business growth accelerator
In fact, in the previous period, Taobao C2M has already had a lot of outstanding achievements. In this year's March 8th promotion, the order volume of C2M customized products rose by 370% year-on-year.
During the epidemic, many of Taobao C2M factories that have undergone digital transformation have achieved contrarian growth. Haoshun Otis Company, located in Zhaoqing, Guangdong, is an example. In February of this year, it set a speed record in two industries: it passed the ethanol production record approval in 7 hours, and it realized the process from receiving demand information to product sales in 3 days. Under normal circumstances, these two processes require 6 months and 6 months respectively. 45 days.
Picture: After 淘宝C2M digital upgrade, Zhaoqing Enterprise 好顺欧迪斯 quickly launched a new product
The success of Haoshun Otis is derived from consumer insights on Taobao’s C2M platform. When they noticed that consumers’ demand for alcohol spray products has soared, they immediately initiated the research and development mechanism and introduced a new type of packaging that uses traditional aerosol bottles to contain disinfection alcohol. Consumers only need to press it to spray. Disinfect alcohol. To form this design plan, the company only spent three short hours. Taobao C2M's comprehensive digital system allows them to accurately focus on market needs and match these needs with the highest efficiency.
Factory manager Qu Weihao revealed the sales of this alcohol. "The largest number of sales per day is 80,000, and it is not easy for auto supplies to achieve 80,000 orders a month in the past." It is the digital support of Taobao C2M that allows them to grasp new growth opportunities at the fastest speed. .
In fact, the Taobao C2M model has been very mature in practice in major coastal manufacturing provinces such as Guangdong and Zhejiang. The Dongguan Headphone Industry Belt, Zhongshan Small Home Appliances Industry Belt, Shenzhen Digital 3C Industry Belt, Zhuji Socks Industry Belt in Zhejiang, Taizhou Maternal and Baby Products Industry Belt, Cixi Small Home Appliances Industry Belt, etc., all have a considerable number of companies that have completed digital transformation . Previous reports have shown that thousands of companies have connected to Taobao's C2M digital production system. These companies have always had a very eye-catching performance on the Taobao platform. During the 618 promotion in 2019, the C2M industry brought 420 million orders, while on the day of Tmall Double 11, C2M orders reached 170 million.
In this sense, before the official launch of the Taobao special edition, the Taobao C2M platform has already collected a large number of orders. These orders and the users behind them have laid the foundation for the outbreak of Taobao's special edition.
Sinking market Strategy Upgrade again
In recent years, the e-commerce market has been very competitive, and the sinking market has become a "soldier battleground." The official release of Taobao Special Edition has once again aroused people's attention to the market competition pattern.
Looking back on Taobao's ecological actions in the past year or so, it can be seen that its play in the sinking market has gradually matured, forming two clear and definite main lines.
Picture: During the epidemic, , Wenzhou Jinma Stationery C2M Custom Product Sales Significant increase
These two main lines, one focuses on the industrial belt. In 2018, Taobao's daily sale was launched, and it proposed the goal of transforming 10,000 digital factories in three years. In March 2019, Jiang Fan made it clear that he will help the transformation and upgrading of China's manufacturing industry as one of the missions of the Taobao Tmall marketing platform . At the end of 2019, Taobao's C2M division was established, which further strengthened the supply status of the industry belt.
Another main line focuses on brand sinking. Juhuasuan is the main position for the brand's sinking. Since the "revival" of Juhuasuan in March last year, it has become a powerful tool for attracting new customers. During the 618 period last year alone, the cost-effective "tens of millions of hot money groups" brought more than 300 million new customers to the brand, most of which came from the sinking market. The cost-effective tens of billions of subsidies launched in December last year attracted more than 1,800 brand official flagship stores in just three months, making it the largest brand genuine subsidy platform on the entire network.
On the whole, Taobao's special-priced industrial belt products and Juhuasuan's affordable brand products together constitute Taobao's "new supply" for the sinking market. At the beginning of 2020, Juhuasuan and Taobao Special Edition will be launched at the same time, which will further strengthen Ali's competitive advantage.
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