Taobao Will Duplicate The Mobile Version Of Double 11 To Open The 38 Crazy O2O Mode.

February 9th, media learned last year TaoBao The 38 quarter is a prelude to the promotion of local life service. This year, the 38 quarter continues to be overweight in this concept, and Tmall is working together to try to advance a double 11 of mobile terminals in advance.

According to reliable sources, Alibaba has begun to deploy 38 activities, in addition to selling goods, will also help O2O spanition from physical spanactions to services.

The source pointed out that the Alibaba announced in 2015 the project is essentially a release signal, the App will be settled on the Taobao App, is to pave the way for the 38 quarter and achieve.

It is understood that Ali plans to open up six core experience, in addition to achieving the APP commodity trading closed loop, will also tap the vertical community line development capabilities, complete the local life O2O business closed loop.

"Ali needs to jump off the restriction of" end "and give more kinds of ends from the ecosystem. This is last October, Ali COO Zhang Yong interpretation of the plan.

In fact, in terms of O2O development, Alibaba A number of business lines have been tested: first, take Tmall as the core to realize the correlation between physical commodity trading lines and offline stores; two, take Taobao as the core, and eat beer and skittles as prying points. Last year, the 38 quarter, "Ma Yun invited the whole nation to sing, eat and watch the movie" is its representative; three, Alipay, from the control of Jin Liu, not only opened up the retail brand O2O, but also introduced the local life services such as housekeeping, business super, taxi and other services into Ali's O2O closed loop.

"Tmall's participation in the 38 quarter of last year was limited by Tmall's activities. Now all the categories are gathered in Hangzhou to discuss the next plan to get Tmall's O2O to participate." A home textile brand electric business person in charge said. In the O2O plan of Ali group, which had been obtained by the media earlier, it has put forward the enterprise full channel retail solution. From PC to wireless terminal, it provides a complete solution of marketing, member interaction and order support, so as to realize the full channel retail mode of data, commodities, inventory Trading and capital penetration online and offline. The Ali O2O will cover authorized Tmall stores and offline department stores, supermarkets, convenience stores and shoppingmall.

Thus, Ali O2O has just focused on the combination with Tmall. As early as in 2013, Tmall double 11 period, Ali has joined the line brand dealers and retail terminals, set off a O2O promotion storm. According to the double 11 all day spanaction data released by Tmall in 2014, the total turnover was 57 billion 100 million yuan, including 24 billion 300 million yuan in mobile spanactions, 4.54 times the total volume of mobile spanactions in 2013, accounting for 42.6% of the total turnover. Alibaba Q4's earnings report also verified the trend of mobile spanactions: Alibaba has gained 6 billion 420 million yuan from the 4 quarter of the mobile terminal, a 448% higher than the same period last year.

However, what is worth pondering is that, with the mobile terminals rising all the way, the GMV ratio of Tmall market in 2014 has been lingering for 3 quarters on the spot of 31%.

Analysts pointed out that compared to the stagnation of Tmall GMV growth, the Taobao market GMV grew year on year. If we do not consider the "brush economy" factor, or Alibaba retail sector business in the back flow.

Over the past few years, Tmall Hatched out of Taobao, and as an important weight to win the brand to enhance the share of the entire online retail market, has made a significant contribution to the high growth of the entire Alibaba business. However, the whole retail market is touching the top, and the vigorous promotion activities of the merchants represented by double 11 have not directly reduced the inventory pressure of the brands. On the contrary, due to the lack of rationality in the allocation of resources and the emergence of a large number of new market stocks, the Matthew effect of the online retail market has also intensified. Therefore, in the view of some businessmen, Tmall O2O has not been able to achieve a win-win situation in the strategic sense. "O2O is Ali's O2O, not a businessman."

It is worth noting that Alibaba's latest quarterly report also shows that its revenue is 26 billion 200 million yuan, less than 27 billion 640 million yuan expected by Bloomberg. Barclays reported disappointment over slower growth in Tmall's GMV and growth in overall revenue. "How fast Monetization is still the most important concern for investors."

You Na, an international analyst at ICBC, said Alibaba's revenue was less than expected. As more and more businesses begin to advertise on mobile APP, revenue growth may slow down. Relatively speaking, the mobile terminal charges and growth space is not as good as the PC side.

Perhaps, when businesses are in a big way to get lost and introspection, Alibaba must throw out new gameplay, new stories and new formats, which will lead to the upgrading and spanformation of the integrated industry.

"Try to avoid price wars and do well in service, and manufacturers will have more support for them." The director of a household electrical appliance agency said.

In the eyes of the industry, Tmall has made full use of the 38 sections to make full use of the mobile terminals, which can effectively promote the further development of wireless technology by Alibaba and seek new growth points.

On the other hand, after Taobao and Alipay mobile terminals have already opened their local life service entries, Tmall still sells products in kind, and then it is necessary to complete a spanition and add more content to eat, drink and play, so as to get closer to the offline shopping mall mode.

"There are still some problems in Tmall O2O at this stage. For example, we worked with Tmall O2O project before, the effect is general, but also to guide customers to use Alipay online mobile phone payment, user experience is not good, each sale should also install a shopping guide treasure. Some jewellery own brand electric business operation director has criticized the Alibaba client's customer guide, "you are a consumer. Do you like the shopping guide to babble with your shopping guide in your cell phone?"

To disclose to the brand, in order to complete the Tmall O2O Alipay payment index, and can not destroy the user experience, we have to let users play it out, and manual statistics to Tmall. "Alipay points are also relatively high, whereas banks are very low. The previous O2O is the cart before the horse business mode, reversing.

In addition, according to businessmen feedback, before Tmall's orders, offline stores have no logistics information, Ali can not monitor itself.

A senior electricity supplier pointed out that the earliest O2O layout of Ali was to make its own platform, to interact with merchants under the line, but in essence it was information flow service. In fact, it is hard for Alibaba to use its own power to cover large scale coverage, especially in the field of local life. Alipay wallet last year double 12 period of 50 percent off big promotion to educate a big aunt, for Ali and business together to operate O2O has done the practice.

An international brand agent is right. Alipay's real intention is to cooperate with chain convenience stores, subsidize the SKU with low frequency and high frequency, and pry open the ground network to get users and spanaction data of two-dimension network.

After the formation of a new closed loop, Alibaba will release online businesses to play, so that both online and offline, or offline to online, can operate and interact.

"From the air into the ground retail network, forming a three-dimensional. Then get the users of the ground network, bind Alipay, and trade information. Ultimately, it is the most terrible force for users to form payment habits. The above brand agent said.