In recent years, e-commerce has developed rapidly, and the government has introduced a series of measures, which has significantly increased the support and promotion of online shopping. Traditional enterprises have accelerated their entry into the online retail market. B2C enterprises, which have been operating for nearly ten years, ushered in the first round of listing on 20 10. The service ability and influence of e-commerce enterprises have been further improved, and the advantages of online shopping have been further highlighted. Online shopping, especially C2C trading, has become a popular shopping method. At present, Taobao, Yi Bei and Paipai have formed a tripartite confrontation in the domestic C2C field, and the share of Taobao, the leader in C2C field, has reached 90.5%, laying a solid competitive foundation for profit.
Second, the Taobao platform overview
Taobao is a large-scale online retail business circle in the Asia-Pacific region, which was founded by Alibaba Group on May 10, 2003. Now Taobao's business spans C2C (person-to-person) and B2C (business-to-person). By the end of 20 14, Taobao had more than 500 million registered members and more than 654.38+200 million active users every day. The number of online goods reached 10 billion, and the total transaction volume of Taobao and Tmall platforms exceeded10.5 trillion. The main products of Taobao are Ali Want Want, Taobao Store, taobao index, Happy Taobao, Taobao Fund and Taodiandian.
Third, the characteristics of Taobao platform
1, initial marketing
(1) "The countryside surrounds the city". Because the state has strengthened the supervision of short messages, a large number of small and medium-sized websites and personal websites have lost their profit sources and are unsustainable. Taobao put advertisements on these small websites to let consumers know that there is such a C2C e-commerce website.
(2) Taobao and MSN portal alliance. Because people's views on Taobao have changed a lot, Taobao began to form a strategic alliance.
(3) Use the media for marketing. Since Beijing International Radio and Television Week in 2004, Taobao has used the best-selling New Year's film to improve its popularity, and also put props on the Internet for auction.
2. Free advantage
When Taobao was successfully launched in July 2003, it quickly opened the C2C market in China for three years with a "free" brand, and replaced Yi Bei as the first C2C leader in China in just three years. On June 2005 10 and 19, Alibaba announced that "Taobao will continue to be free for another three years". On June 8, 2008, 10, Taobao announced at the press conference that it would continue to be free.
3. Credit system
(1) Taobao's real-name authentication. Once Taobao finds that the main content in the user registration information is false, Taobao can terminate the service agreement with the user at any time.
(2) Establish an open and transparent credit evaluation system by taking advantage of network information. The basic principle of Taobao's credit evaluation system is that after the transaction is successful, both parties give each other a credit evaluation.
4. Trading platform
In order to solve the payment problem of C2C website, Taobao has created a technical platform of "Alipay service". It is an identification service jointly launched by Zhejiang Alipay Network Technology Co., Ltd. and the public security department. The launch of Alipay has solved the worries that buyers can't get the purchased goods or get inferior goods that are inconsistent with sellers' online statements. At the same time, it also solves the seller's worry that he can't get the money by delivering the goods first.
5. Security system
Taobao also pays attention to the construction of integrity and security, and introduces a real-name authentication system to distinguish between individual user authentication and merchant user authentication. These two certifications need to submit different materials. Personal user authentication only needs to provide identification, and business license is also required for business authentication. A person cannot apply for two certifications at the same time.
Fourth, the shortcomings of Taobao.
Some "congenital deficiencies" in the development of e-commerce are emerging. A series of reports such as "Ningbo HC Network will be completely closed down", "Alibaba faces growth bottleneck" and "Small and medium-sized e-commerce websites face heavy pressure" have come out one after another, forcing China e-commerce companies to put "innovation" on the agenda. In fact, the problems existing in Taobao are the same as those faced by C2C e-commerce websites in China today.
1, the network integrity system is not perfect.
Online shopping has become a part of people's lives. Under the shopping standard of "the higher the seller's reputation, the more guaranteed the product quality", consumers often choose which online store to shop according to the seller's reputation. In order to make the online shop operated by sellers occupy a place in the fierce online shopping environment, it can be said that sellers have played a trump card in improving the reputation of their stores. Because there are some defects in Taobao's credit evaluation system, there is brush credit. Buyers can apply for multiple numbers by themselves, buy and sell by themselves, or make an agreement with others.
2. Paid marketing strategies emerge one after another, putting the cart before the horse.
The job of Taobao sellers should be to improve the quality of products, ensure the speed of logistics and how to set reasonable prices. However, because Taobao system is increasingly inclined to pay advertisements for online marketing, thus promoting its own stores, more and more sellers have to spend money to find professionals to design keywords, create gold headlines for explosions, and decorate their own stores in this commercial environment. By spending money to buy various marketing products, such as diamond booths and through trains, which are the most commonly used advertising methods on Taobao, these software that deducts fees by clicking, let your baby or shop rank in the front page. At present, the unit price of through train click is not less than 1, and the average click price of commodity categories in some industries reaches 5; The average click price of drilling exhibition is also above 1, and the order conversion is surprisingly low. Juhua was once a marketing tool of Taobao, but now it is not as good as before. The entrance flow of Juhua is only 2 million, and thousands of products participate in Juhua every day. Those who participate in the flower gathering not only have to pay tens of thousands of pit fees, but also need to import traffic from shops or drilling exhibitions to the flower gathering on the day of the event. Even so, at present, the average cost-effective sales of each item is between 654.38+ 10,000 and 300,000. Excluding all expenses, there is little profit left. Even so, this is just an oligopoly game, and it is almost impossible for ordinary shops to participate.
3. The logistics distribution system is underdeveloped.
The distribution cost of personal transactions directly affects the transaction volume of buyers and sellers. At present, C2C transactions are still dominated by small quantities of goods, and postage generally accounts for about 10% of the transaction amount, which naturally increases the transaction cost. However, the characteristics of scattered buyers and sellers, low commodity prices and small batch make it impossible for both parties to solve logistics problems by themselves and have to rely on third-party services. At present, most C2C websites in China adopt recommended logistics, but such goods distribution has brought great inconvenience to traders. The logistics process is not only time-consuming but also unsafe. V. Suggestions on Taobao's competitive strategy
1, strengthen the main business and build an online shopping boutique base.
Taobao's business model itself has a great paradox. While Taobao's traffic is increasing, it may be marginalized in front of mainstream e-commerce. What's more, the online shopping habits that consumers have developed for many years make them occupy the absolute advantage of vertical B2C and comprehensive B2C in commodity control and after-sales protection. Therefore, in the environment of internal troubles and foreign invasion, accelerating the adjustment of platform structure and resource integration, and building an online shopping boutique base and the most internationally competitive shopping platform enterprise will inevitably become a strategic choice for Taobao to strengthen its main business.
According to the analysis of the shopping platform market, Taobao's main business orientation should be: taking basic transaction services such as commodity quality, shopping environment and logistics distribution services that directly affect consumers' online shopping and mobile shopping as the core business, and taking advertising, promotion services, transaction data cloud computing and reputation evaluation as value-added services. The key measures that Taobao can take are: adjusting Taobao evaluation system, transaction process, commodity management, transaction data and payment tools. In particular, we will enhance and build the launch capability that Taobao has not set foot in, optimize the core business links, and fully release Taobao's existing innovation capability and platform value. Open data, cooperate with upstream manufacturers and platform sellers to develop products that are more suitable for consumers' needs, gradually eliminate fakes, introduce brand manufacturers, and enhance platform brands; Actively cooperate and communicate with the central bank's supervision of the online financial market, timely adjust the platform architecture to connect with the second-generation payment system, and form a world-class online shopping boutique base with excellent product quality, solid basic services, safe and reliable payment and fast and efficient logistics.
2. Accelerate the expansion of the main business scale through capital operation.
In the online shopping market, increasing investment and rapidly expanding business scale will obviously help enterprises reduce production costs and improve product structure. With the current development speed and development opportunities, they can catch up with and surpass the existing level of Taobao in a short time, especially Pat and Excellent Amazon. Taobao must continuously increase investment and expand its business scale. For a long time, Taobao has relied on the strong support of Alibaba Group, coupled with self-accumulation and self-development, and the platform traffic has achieved relatively great development, but it is hard to say that it is accelerating development. In order to achieve the strategic goal, Taobao must improve its capital operation ability, strengthen its capital operation, do a good job in its main business, take the extension and expand Zhang Zhilu, and achieve extraordinary development.
3. Integrate group marketing.
By integrating Alibaba Group's marketing channels, we can improve the utilization efficiency of Alibaba Group's marketing network, provide users with convenient services, and consolidate the dominant position in the competition. Cultivate and develop strategic partners. For enterprises with high industry status, good growth and consistent value orientation, we should focus on cultivating strategic users of Taobao, forming strategic partners, establishing long-term and stable supply relationships, forming consistent interests, forming competitive advantages in the industrial chain, and finally achieving a win-win situation between supply and demand.
4. Cultivate a talent team suitable for the development of Taobao.
With the increasing competition of e-commerce platforms, the competition for talents will be intensified, especially for planning creative talents. Taobao should examine the shortcomings in talent training and talent structure from the perspective of corporate strategic development and corporate culture construction. First, create a talent incentive mechanism that stands out from the crowd. Secondly, establish an international concept of talent development. Efforts to implement the international talent strategy should be the core of Taobao's new talent development strategy, with the internationalization of talent composition, talent quality and talent activity space as the basic idea. Specifically, Taobao sellers not only need to operate in good faith, but also insist on selling real goods and good goods. Do a good job of after-sales service. While ensuring their own services, we should learn Taobao rules well, learn to use Taobao rules to protect ourselves and avoid operational risks reasonably. In addition, the problem of professionals needed by Taobao has become increasingly prominent, such as art design, background data analysis, store beautification, decoration, etc., which are in short supply, and these problems need to be solved urgently.
5. "Online shopping" and "express delivery" develop together to achieve "win-win"
The commercial activities of e-commerce websites such as Taobao are self-evident, but express companies are more significant to online merchants, especially small and medium-sized buyers, which can be said to be the basis of their survival. It is impossible for small sellers to have their own independent express delivery service. Even large sellers currently provide delivery services for themselves through express delivery companies, which are one of the important platforms for e-commerce to survive. Participants in e-commerce and logistics should work together to establish a reasonable benefit distribution mechanism and build a harmonious industrial chain. Establish fair, just and feasible service standards, balance the relationship between merchants and logistics companies through systematic control and distribution, and let the market determine the price according to the law of value.
Relevant departments and industry associations should actively guide express delivery enterprises to change from single price competition to service quality competition, bind the price and service quality of express delivery services, and guide enterprises to conduct differentiated competition. Strengthen the supervision of the express delivery price of online shopping websites, pay the express delivery fee charged by sellers to express delivery enterprises in full, and prohibit merchants from earning undue fees. Through these measures, we can effectively realize the development of online shopping and express delivery in China and achieve "win-win".
Analysis of Taobao's Operation Status Part 2 Taobao was established in May 2003 and today, which can be said to be the fastest-growing C2C online shopping website in China. Its positioning is low-middle customer base. With more and more netizens, more and more people accept online shopping, which is far ahead in online shopping websites.
Up to now, sellers who follow Taobao will find that the operating costs are getting bigger and bigger. In the past, it was easy to open a shop as long as there were goods and computer networks. According to relevant sources, there are nearly 20 value-added services that Taobao collects money from sellers, such as Taobao's "Wangpu". Taobao charges through the split module, and the seller bears more and more expenses. Promotion fees, as well as Taobao's through train, are more expensive. Many people fall into the fatigue period of operating online stores, leaving them idle. According to relevant statistics, high-reputation shops such as Crown, which are idle in Taobao every year, account for 5% of the total number of online stores in Taobao. In the face of idle shops, many sellers also expressed helplessness.
With the increasing number of Taobao sellers and the credit accumulation of most sellers, Taobao's credit system is increasingly unfavorable to new sellers. Online shopping consumers are also accustomed to Taobao's criteria for choosing sellers-ranking by reputation. This little habit directly blocks the new sellers who have worked so hard to run small shops in Qian Qian from the sight of online shopping consumers. This has created a situation of polarization. The number of high-reputation sellers is still growing, and the reputation shops of new sellers are ignored.
In the face of no one cares, new sellers have to choose some extreme methods to make the reputation of the store rise rapidly. All kinds of "rapid accumulation of reputation" groups, the platform soared rapidly, and the reputation was also mixed with a lot of water. Taobao's punishment for this kind of hype is also quite serious. Once detected, the store will be downgraded or closed. Many new sellers found Taobao more and more difficult to do, and their confidence was hit.
Despite so many disadvantages, Taobao's position in online shopping sites remains unshakable. It occupies 80% of the C2C market. With the strong growth of C2C in China, C2C will become the most important part of e-commerce. E-commerce is bound to be the trend of shopping in the future, and the market demand is still growing rapidly. Coupled with policy guidance, the revitalization of electronic information collection and a series of policies will promote the development of e-commerce in China. Therefore, Ma Yun has an insight into the development of e-commerce and predicts that "if you don't do e-commerce now, there will be no business in five years".
In fact, the problems faced by tired old sellers and new sellers who want to start a business are also new requirements for e-commerce, and it is a phenomenon of increasingly fine social division of labor. As a result, the "online shop rental" of Aipu Shopping Network came into being, using new shopkeepers who want to start a business to neutralize idle shops. We hand over the platform for third-party secure transactions that provide rental and rent-seeking information to the online rental platform. Its appearance awakened the sleeping idle shops, ushered in the spring, and gave the old sellers a new way of income; It also meets the requirements of new sellers to start businesses and regain confidence; Taobao has also gained new vitality.
The trading mode of this third-party platform is innovative on the basis of the previous mode, and it is a commercial trading mode of independent travel starting from fairness, openness and justice, that is, the "bidding mode". Shopkeepers publish rental information on the online store rental platform, and renters quote according to the price they can afford. After the owner selects the renter, the two parties negotiate on the matter of renting, make an agreement to form a contract (with legal effect), and after the contract is signed, pay the rent and confirm it, thus forming a lease and protecting the interests of both parties. Compared with the current trading environment, this trading method is still relatively safe and secure at present, and only the online store rental platform can provide it.
Finally, in all kinds of networks, there will be more and more platforms. No matter what platform it is, lessors and lessors should know the qualifications of the platforms before making the next step.