Alibaba success story 1
Alibaba has set up a corporate headquarters in Hongkong, a China headquarters in Hangzhou, China, three overseas branches and joint ventures in Silicon Valley and London, and more than a dozen branches and offices in China, Beijing, Shanghai and Zhejiang. At present, Alibaba has more than 1800 employees worldwide. Alibaba (Afibaba.com) is a famous brand of global B2B e-commerce and the largest online trading market in the world. Alibaba was founded at the end of 1998, headquartered in Hong Kong, and has set up overseas branches such as Silicon Valley and London. Excellent results have attracted the attention of people from all walks of life. Sutherland, the first director-general of WTO, became a consultant of Alibaba. The US Department of Commerce, the Japanese Ministry of Economy, Trade and Industry, the European Federation of Small and Medium Enterprises and other government and non-governmental organizations all recommend Alibaba to local enterprises. Good positioning, stable structure and excellent service make Alibaba the first e-commerce website in the world with 2,654,380+merchants, and the preferred website for global merchant network promotion. The most popular B2B website? . Alibaba was selected as an MBA case by Harvard Business School twice, which set off a research upsurge in American academic circles. It was selected as one of the best B2B websites in the world by Forbes, an authoritative American financial magazine, and was repeatedly rated as the most popular B2B website in the world, the best business website in China, the top 100 websites in China and the best trading network in China by relevant institutions. It has been praised by domestic and foreign media and foreign venture capitalists in Silicon Valley as one of the five representatives of Internet business schools on an equal footing with Yahoo, Amazon, Yi Bei and AOL. In May 2002, Ma Yun became the cover figure of the largest Nikkei magazine in Japan, which spoke highly of Alibaba's contribution to Sino-Japanese trade. Alibaba has achieved a balance of payments and become the pride of the entire Internet world. ? Since Alibaba was founded four years ago, more than 400 famous news media in more than a dozen languages around the world have never stopped reporting on Alibaba, which has been praised by the media? A truly world-class brand? . With the outbreak of SARS in 2003, the value of online commerce has become prominent, and Alibaba has become the preferred business platform for global enterprises. Various indicators of websites continue to develop at a high speed, among which the activity and quality of business websites are important indicators.
The daily growth of supply and demand information is three to five times that of the same period last year. Through a sample survey of Alibaba's 65438+400 million China members, it is found that during the SARS period, 42% of enterprises reached a deal within three months, and 52% of enterprises' performance rose against the trend, further consolidating Alibaba's position as the world's first business platform. Alexa, com, a world-renowned testing authority website, conducted a ranking survey on global commercial and trade websites, and Alibaba website ranked first. Alibaba has reached a good cooperative relationship with more than half of the Fortune 500 companies. Amazon was founded in July 1995, and now it can provide more than 3 million books (including more than 1 10,000 out-of-print books). 1996 sales accounted for 43% of the online book market.
Alibaba is the pioneer of global B to B e-commerce and the largest online merchant community and trade market at present. Its membership has reached 654.38+million, and about 1000 transaction information is published every day. Invested by Japan Goldman Sachs, Huiya Capital, Fidelity Investment and Sweden lnvestorAB. Now Alibaba has English, Chinese and traditional Chinese pages, which are aimed at Hongkong, Taiwan Province, North America and Europe. Recently, Alibaba and Motorola reached an agreement to provide users with wireless communication application technology (WAP), so that China users can conduct online transactions through their mobile phones. Alibaba's innovative inter-enterprise e-commerce platform has been praised by domestic and foreign media and foreign venture capitalists as the fourth mode of Internet alongside Yahoo, Amazo N and Yi Bei. Alibaba smashed Yi Bei? To end the war in China's e-commerce market within 18 months? This plan. In there? Globalization? Under the new strategy, the frontal battlefield battle between Alibaba and Yi Bei will also be fully upgraded. At the same time, Yi Bei, the boss of C2C, also launched a siege at the door of Alibaba. In 2004, Yi Bei invested almost the largest market expense in China, which is said to exceed 200 million yuan. Early 2005. EBay also announced that it will invest 1 billion US dollars in China for one year's marketing expenses in Yi Bei. Alibaba borrowed Taobao to enter the C2C field, one of its purposes is to prevent C2C e-commerce companies such as Yi Bei and Yi Bei from entering the B2B field of Alibaba after making enough profits. In order to prevent eBAY from expanding to B2B and endangering Alibaba's position after it officially entered China, Ma Yun pre-emptively set up Taobao to contain Yi Bei. Alibaba's domestic trade is developing very well at present, with more than 1 10,000 new members every day. They now have more than 5 million members in China to join Alibaba's domestic trade market.
Not long ago, Alibaba announced that it would invest another 350 million yuan, mainly for the website to further build a more perfect security system, payment system, service system and technical platform. And investment will continue to deepen. If a company wants to succeed, it must do better than its competitors and make its customers more satisfied. Therefore, the marketing department should not only consider the needs of target customers, but also leave an impression of being superior to competitors in the minds of consumers in order to win strategic advantages.
Alibaba's success mainly lies in its creation of a brand-new business model B to B, which is a real way of operation, not hype. One of the reasons for Alibaba's success lies in its effective financial management. Not simply copying others is also one of the factors of Alibaba's success. Alibaba didn't take the business model of B t0 C, and boldly innovated and successfully launched B t0 B, which is worth thinking about. Although there are still some shortcomings and loopholes in technology and security in the domestic online retail industry, according to the investigation and analysis, there are more and more domestic netizens and online shoppers, which shows that the prospects of the online sales industry are very good. The development of science and technology, the strong support of government departments and the construction and perfection of laws and regulations strongly support the development of online sales industry, which is the basis for the rapid development of online sales industry.
Alibaba's success story 2
As an e-commerce platform serving small businesses around the world, Alibaba is the flagship business of Alibaba Group. At present, Alibaba mainly assists millions of buyers and suppliers around the world to engage in online business through its three major trading markets, including: (1) the international trading market dedicated to serving importers and exporters around the world; China trading market with concentrated domestic trade; And a global wholesale trading platform in the international trading market to provide services for small-scale buyers who need to deliver small quantities of goods quickly. Vendio and Auctiva are third-party e-commerce solution providers, mainly serving online merchants. Ma Yun once said:? There are not many rich people in the world. In terms of quantity, large enterprises account for about 10% of the total number of enterprises at most, so we have a shrimp shark theory: if you catch a shrimp, you have a chance to catch a shark, and if you catch a shark, you may die. . Alibaba has always been adhering to the concept:? Customer first, we are committed to improving service and enhancing customer experience? . Ma Yun, CEO of Alibaba, believes that it is reasonable for us to divide the 100 earned by customers into 5 pieces. And up to now, there is only Alibaba China Station, which? Five dollars for sharing? It has exceeded the figure of 30 million/month. This shows the social and economic benefits created by Ali China.
Alibaba's dream team is particularly worthy of attention. There are too many entrepreneurs, and entrepreneurs can't build suitable teams, which leads to their own career bottlenecks; In the face of these bottleneck cases, although we can find a very complete theory about team to heal, we can sigh and feel in the discussion of many benevolent scholars, and we can get closer and closer to the truth in continuous learning and imitation. However, once things really happen, most people are still at a loss and have no time to sigh. Inspired by Alibaba Dream Team, we can examine ourselves soberly, face team problems directly and inspire the scheme. From then on, we don't need to find any reason to prevaricate and deceive ourselves, let the spearhead point to the core of the problem and find a solution. The importance of strategy has never been ignored by an enterprise. Building an effective and powerful team must also be based on a clear strategy, which is truly meaningful. Alibaba believes that without a clear strategy, there is no clear direction, and the team without a clear direction is a mob at best. Strategy is not only the prerequisite for the establishment of a team, but also the highest standard for the core figures of the team. It is precisely because of this that Alibaba started to be the best e-commerce website in China and even the world when Ma Yun stood on the Great Wall at the beginning of his business, which laid a solid foundation for the formation of this excellent team. Among Alibaba's strategic goals, long-term goals and short-term goals, as well as concrete and feasible tactical plans are strictly planned. An enterprise without its own culture will never form an excellent team. Culture is the software of enterprise construction, which cannot be seen or touched, nor can it be copied and cloned. Alibaba's experience tells us that people who create culture must first have culture. The culture here is not a culture in the ordinary sense, but a high recognition and interpretation of the direction, mission and team knowledge of the enterprise after a deep understanding of the essence of the enterprise.
Unique business model and income model. Alibaba's unique B2B business model has brought rich benefits, ranking the top three among the three delivery values. One of the reasons for Alibaba's success is to get rid of the traditional form of charging buyers and take the lead in collecting membership fees from sellers in the world. Alibaba attaches great importance to services, and the composition of service companies is more important than that of Internet companies. Its unique business model has helped many small and medium-sized enterprises find a way out of trouble. With the stability of B2B market, Ma Yun's territory has expanded to C2C market. Taobao's pride is largely attributed to their free strategy, which undoubtedly poses a sufficient threat to toll collectors.
While having a clear strategy for the future, Ma Yun is also very aware of the crisis of e-commerce development in Alibaba and China. He said:? As the CEO of the company and an e-commerce practitioner in China, I am more worried about the growing market share of Alibaba, Taobao and Alipay. ? Seize the opportunity to create history, don't talk about success, just talk about persistence; Don't talk about charity, talk about responsibility; Don't talk about wealth, talk about * * *; Don't talk about life, talk about it. Alibaba's development to this day has its own unique side. Think back to when Alibaba was founded. When Alibaba first started to develop, the domestic industry in this field was still blank, and many people still didn't know much about it. Alibaba leads the China market. After nearly ten years of development, the e-commerce industry has been relatively mature, and there are powerful HC, Made in China and global sources on the e-commerce platform. And if you want to enter this industry again, you will face greater threats. 1999, English teacher Ma Yun and another 17 people set up Alibaba's website in Hangzhou, China, and made it on a small scale.
Manufacturers provide a trading platform for selling products. Since then, Alibaba has flourished and become a major online trading market, allowing small and medium-sized enterprises all over the world to seek potential trading partners through the Internet, and to communicate with each other and reach deals. Through continuous development, it has grown into Alibaba Group. Alibaba was listed on the Hong Kong Stock Exchange +065438+ on June 6, 2007, and now it is the flagship business of Alibaba Group.
The development of Alibaba is inseparable from the following factors:
1) Economic factors:
The global financial crisis triggered by the US subprime mortgage crisis slowed China's economic growth. The current influenza A has begun to spread, which will also have a serious impact on China's economy.
2) Political factors:
After China's accession to the WTO, the government is promoting? E-commerce into the enterprise? Efforts have also been made in this regard, which will give a positive response to many e-commerce companies including Alibaba in order to achieve greater development.
3) Social and cultural factors:
With the development of economy, people have accepted electronic payment more and more, which is also a good thing for e-commerce enterprises.
4) Technical factors:
China has issued 3G license, and 3G network may provide people with another more convenient way to experience e-commerce in the foreseeable future.
5) Globalization factors:
After joining the World Trade Organization, China is a unified economy in the world. Alibaba must not only face the challenges of local e-commerce companies, but also face the challenges of more international giants.
6) demographic factors:
The world population is six billion, and China accounts for more than one fifth of the world population. Faced with such a big market as China, there will be more competitors competing for market share.
Alibaba's page has achieved a reasonable combination of static and dynamic, and the appropriate combination of page text and pictures. Moreover, its pages are very layered and conform to people's aesthetics. At the same time, the overall style of their pages is simple, which embodies and embodies the cultural spirit advocated by the website. The conciseness of Alibaba's page embodies the spirit of simple operation of Alibaba's website. At the same time, Ali's information is updated quickly and the information is more real. No junk information, no useless and outdated information. The website content is consistent with the website theme, and the website layout reflects the website theme.
Ali is positioned to serve small and medium-sized enterprises. Under the current situation in China, the bosses of small and medium-sized enterprises are not well educated and are not very proficient in computer operation, which also restricts the progress and breadth of enterprises accessing the Internet. However, in view of these situations, Ali tried to develop some simple functions. For example, Ali operates around four sectors: I want to sell, I want to purchase, I want to be a friend of the Chamber of Commerce and my assistant to Ali.
Humanized service is a major feature of Ali. From humanized pages to humanized functional operations and humanized forums, the most important thing is humanized offline and after-sales services, and at the same time, we warmly guide enterprises to provide online services, such as telephone guidance and online and offline trade training.
Although Ali has a lot of information, he is very good at page processing and information arrangement. On the homepage, he tries to embody three columns: I want to sell, I want to purchase, I want to be a friend of the Chamber of Commerce and my assistant Ali, so his homepage is neat, organized, orderly and hierarchical. At the same time, because of the large amount of information, it is difficult for many people to find the useful information they need, but Ali did a good job in this situation. In this way, people can find the information they need at once through the homepage of the website. All these reflect Ali's simple and simple spirit.
Judging from the mode of the forum, the management team and the feelings cultivated between the forum and its members, his forum is quite good. His forum includes businessmen's learning and communication, including a paradise for literary lovers, and also an advisory area for some important information. Ali's forum meets many purposes of forum members, such as letting them know what they need or letting him
Children have made friends in need, and at the same time have placed their feelings and so on. Ali's forum is well managed and organized, and there are no big mistakes and unpleasant events. There are professional managers in the forum, and some members actively participate in the management, so that the forum and members, websites and members can achieve a virtuous cycle of development, fully mobilize the enthusiasm of members to participate, and meet the needs of members to meet and talk about business, make business friends, chat and so on.
Alibaba's core competitiveness? Is localization better than multinational companies and internationalization better than local companies? . In view of Alibaba's international advantages, Wei Zhe explained that on the one hand, in the application of information technology, Alibaba can continuously obtain the latest technology from international strategic partners Yahoo and Softbank, thus solving the technical problems that SMEs need. On the other hand, Alibaba's internationalization can help SMEs open up the international market.
Alibaba China Station is positioned as a third-party trading platform to provide online business services for domestic small and medium-sized enterprises. Alibaba's business development and implementation plan includes three stages:
1. free stage: accumulate information resources and website popularity and visits through the comprehensive free policy in the first three years (1999~2002);
2. Charging stage: From March 2002 10, based on the resources accumulated by the free policy, charging membership service was launched. What are the charging services in China Station? Commissioner tong? ;
3. Transaction stage: After a certain number of members have accumulated, from June 5438+ 10, 2005, we will provide more in-depth services for online transactions among members, such as online inventory auction and transaction settlement services.
At present, Alibaba has five major businesses, including B2B, C2C, search engine, third-party payment (Alipay) and enterprise software (enterprise trading software that provides quotation, order, sales, products, mail and other management functions). As can be seen from BCG matrix, these five businesses are well distributed among Taurus, Star and Question Mark, which can not only provide enough cash flow, but also ensure the sustainable development of future businesses, so it can be said that the business combination is quite ideal. From this perspective, Alibaba's diversification should be successful. ? Provide international suppliers with the same services as domestic suppliers. Because trade is becoming more and more international, Alibaba must be more international if it wants to succeed. ? Wei Zhe, CEO of Alibaba, revealed the roadmap of Alibaba's internationalization strategy and the different strategies and measures adopted in the process of implementation at the launch conference of Alibaba's alliance with Intel to launch business-specific computers for SMEs. Wei Zhe said that Alibaba attaches great importance to international buyers and international sellers. In terms of internationalization, Alibaba has recently reached two important cooperation agreements. One represents the expansion of Alibaba's international buyers. We are about to sign an agreement with Softbank Corporation of Japan to set up a joint venture company in Japan. As the largest single-country trading partner of China and the second largest trading country in the world, Japan will surely bring more buyers from Japan to the China trade market under the new joint venture framework.
The main operating characteristics of Alibaba website:
1) specializes in information flow and collects a lot of market supply and demand information.
2) Alibaba adopts a localized website construction method, and adopts local languages for different countries, which is easy to read. This convenience and affinity organically integrate the markets of various countries.
3) At the initial stage of the website, the entry threshold for members is lowered, and the free membership system is used to attract registered users of enterprises to log on to the platform, thus gathering business traffic and activating the market. While browsing information, members also bring a steady stream of information and create unlimited business opportunities.
4) Alibaba provides superior market services for its members through value-added services. On the one hand, value-added service strengthens the service function of this online trading market, on the other hand, it enables the website to realize direct profit through various ways. Ma Yun has such a famous saying:? Today is cruel, tomorrow is even more cruel, and the day after tomorrow is beautiful, but most people will die tomorrow night, and only those real heroes can see the sun the day after tomorrow. ? I firmly believe that what he said must be just right for us young college students, through his experience with him over the years. Cherish the present, seize tomorrow, and make our day after tomorrow even better!
Alibaba's success story 3
The internet has many opportunities, but it also faces a lot of fierce competition, especially after the first time in 2000? Internet bubble? Only a few internet companies can succeed after that. Alibaba is one of the few successful enterprises, so she must have a lot of good things worth learning. Through the successful experience of Alibaba and other successful Internet companies, it is very important to find three conditions for the success of an Internet company, that is, project, team and resources.
I. Projects
The choice of project is also the choice of a company's development direction and strategic objectives, so the choice of project will determine whether a company can succeed. A good project should have two characteristics, that is, it can create value for users and has great market potential. A company has different development goals and strategies at different stages of development, but it should focus on the company's main project, that is, the company's strategic goals, because in a highly competitive market, only concentration can achieve greater success.
Alibaba chose e-commerce to serve small and medium-sized enterprises from the very beginning, because e-commerce can not only make small and medium-sized enterprises more competitive, but also get more orders and earn more money, and 85% of the enterprises in the world are small and medium-sized enterprises, with huge market potential.
Alibaba is not only focused but also innovative. When it comes to innovation, many people think of technological innovation. In fact, innovation in mode, market development, management and capital operation is more important.
Second, the team
The success of any enterprise must be brought by the team. Without a strong and efficient team, even the best project can't be realized.
How to form a team with strong execution and high efficiency is very important in three aspects: first, it is necessary to have the same goals and values, and only teams with the same goals and values can have cohesion and combat effectiveness; Secondly, we should have a respectful, frank and free communication mechanism. Only good communication can gather more wisdom and accomplish the goal efficiently. Third, to have good execution, only teams with execution can be competitive.
Alibaba put it forward when it was founded? To build a company that China people are proud of, a company that can continue to develop for 80 years, as long as it is a businessman, Alibaba must be used. ? This goal, and make unremitting efforts towards this goal.
Alibaba has always paid attention to team spirit from a team of 18 people when it started its business to a team of thousands of people now. Ma Yun said:? In Alibaba, we don't want to use an elite team. If only the elites are together, things can't be done well. We are all ordinary people. Ordinary people do extraordinary things together. This is team spirit. Each of us appreciates the team, which is the only way. ?
Third, the source of resources.
The success or faster success of Internet enterprises must be inseparable from the integration of various resources, especially industry resources, media resources and Internet industry resources.
After Alibaba was founded, Ma Yun traveled to many countries around the world, attended various financial and Internet conferences and discussed with world-class entrepreneurs, all of which contributed to Alibaba's success. Internet companies need many factors to succeed, but they must be inseparable from good projects, efficient teams and the integration of various resources.
Its success benefits from its accurate market positioning and forward-looking vision. Alibaba began to commercialize in the embryonic stage of e-commerce and did what it could. I am honest and trustworthy, and I am committed to standardizing online e-commerce trade with practical actions. All this in the first few years of China 2 1 century, a stage of rapid development of e-commerce in China, made Alibaba's achievements today. 1 Main features of Alibaba's website operation mode
First of all, we specialize in information flow and collect a lot of market supply and demand information.
This is the biggest feature of Alibaba, which is to do what can be done today and develop e-commerce step by step. Second, Alibaba adopts a localized website construction method, and adopts local languages for different countries to make it easy to read. This convenience and affinity organically integrate the markets of various countries.
Third, at the initial stage of the website, the entry threshold for members is lowered, and the registered users of enterprises are attracted to log on to the platform with the free membership system, thus gathering business traffic and activating the market. While browsing information, members also bring a steady stream of information and create unlimited business opportunities.
Fourth, Alibaba provides quality market services for its members through value-added services. On the one hand, value-added service strengthens the service function of this online trading market, on the other hand, it enables the website to realize direct profit through various ways.
Fifth, moderate but relatively successful market operations, such as Forbes Select, have enhanced Alibaba's brand value and financing ability.
2 Summary of Alibaba's interests
2. 1 Integrity and security
(1) The members of Million Link have passed the third-party evaluation and certification, and regularly track the list, and the online corporate reputation index is clear at a glance. (2) Alipay, an electronic payment system, ensures the safe flow of funds between buyers and sellers. (3) Ten successful examples of online merchants, Zhejiang businessmen and Guangdong businessmen. (4) Millions of honest and trustworthy online merchants.
2.2 brand qualification
Forbes has been the best B2B website in the world for five consecutive years. The largest B2B website in China. Global e-commerce leader.
2.3 Fast and convenient
Even thousands of miles apart, peer-to-peer communication and trading can still be realized.
2.4 Low cost
Registration is free, and ordinary member transactions are free of any fees.
Integrity members only need to pay an annual fee of 2300 yuan. Domestic trade can be carried out without other additional costs.
2.5 wide channel
(1) Alibaba's network covers Asia, Europe and the United States, and it really sells its products abroad without leaving home.
(2) Get to know many like-minded online merchants through Alibaba and open the door to wealth together.
2.6 massive information
Information on supply and demand that cannot be obtained through traditional channels can be found on Alibaba's website. 3 Good positioning and stable structure. first-rate service
(1) Accurately locate the initial information exchange platform, bypass the difficulties and fully develop. Then, when the capital flow is relatively solved, Alipay, the corresponding interface tool, takes the lead to provide strong support for its own platform.
(2) stable structure. Sutherland, the first general manager of WTO, became a consultant of Alibaba. The US Department of Commerce, the Japanese Ministry of Economy, Trade and Industry, the European Federation of Small and Medium Enterprises and other government and non-governmental organizations all recommend Alibaba to local enterprises. The traditional channel field has provided strong support for Alibaba.
(3) In terms of products and services, Alibaba has provided global market services for outstanding export-oriented manufacturing enterprises in China? China supplier? Professional recommendation service.
Alibaba can be said to be the most successful internet business platform at present, and its future development prospects are also very optimistic. If Alibaba platform can improve its management functions, provide supply chain management, financial management and other systems, effectively integrate information flow, capital flow and logistics, and further integrate the complete supply chain under the platform, then Alibaba will be able to forge a huge online business empire, and its multi-faceted, cross-disciplinary and organically integrated business advantages will make it more dynamic.