First, build a B2C platform model for books. From Ali, to Taobao, to the establishment of Taobao Mall, and finally to the renaming of Taobao Mall as "Tmall", it is not difficult to find that Ma Yun is going to engage in various e-commerce platforms. Unlike Dangdang, Amazon and JD.COM, Tmall Bookstore does not sell books directly, but only provides a platform to attract more booksellers to open stores and sell books.
Second, there are many books and scales in the shop. Tmall Mall was launched on a large scale from the beginning. Tmall's statement that "more than/kloc-0.000 online bookstores, including 50 domestic and foreign publishing houses and more than 20 independent B2C book purchasing websites, will launch/kloc-0.3 million online books to meet consumers, and the number of books on sale will exceed 60 million" has clearly told us that it has the largest number of publishing houses, the largest number of online bookstores and perhaps the largest number of books.
Third, provide relatively faster service. Tmall claims that "more than 80% of merchants can deliver goods within 24 hours" is a kind of fast. At the same time, because it is a direct-operated Tmall store such as a publishing house, the efficiency of new books being put on shelves, managed and settled in is unprecedented. There are two things I don't know if Tmall is bragging: first, there will be almost no empty hanging, out of stock and no delivery within the promised time; second, generally speaking, consumers don't have to worry about out of stock for books published within five years.
Fourth, the scope of book distribution is wider. It is reported that the transaction ratio of Tmall books in third-and fourth-tier cities will be as high as 44.5%, which is quite different from the situation that the main transactions of vertical B2C book buying websites are concentrated in Beijing, Guangzhou and Shanghai. This may be Ma Yun's foresight. He has realized that the next focus of e-commerce is third-and fourth-tier cities. However, I also noticed that Tmall promised that "at present, it can basically cover all counties in the country, and even villages in remote western regions such as Xinjiang and Tibet can distribute Tmall books", so that more people can enjoy the convenience and speed of e-commerce.