Let me put it this way! Tmall is Alibaba's global platform, and Taobao can only play in its own home.
1. Every Tmall merchant also wants to leave Taobao! After all, how much deposit does it cost to open a Tmall? Taobao margin is only 65438+ 10,000 yuan for a sketch! And how easy it is for Taobao to release products! Tmall is too complicated.
2. Tmall swipes the bill! Deduction fee is incomparable to Taobao! Change a simple example! You have two sons! The eldest son gives you 20 thousand every month! The youngest son only gives you dozens of dollars a month! Tell me who you love more.
3. Tmall can be a brand! Taobao can't! Tmall can be a genuine spokesperson! Can let big companies settle in Alibaba! Taobao is the enterprise store launched now! Very home! Made in China! In fact, they all want to set the seller's money in another way!
Advise everyone! Don't lie in this pool! I am a Tmall now! Enterprise stores have it! The factory also has it! Just have no money to brush the bill! No money to operate Tmall! If you don't brush, they want me to brush again! Brush me! I called directly to ask Taobao Xiaoer what he meant! He only said the system! System!
This matter dates back to the establishment of Taobao Mall, the predecessor of Tmall.
Some people may not have heard of Taobao Mall, which was launched by Taobao on June 30th, 2008. It started with Taobao. Later, after forming a certain volume, the independent domain name 20 1 1 was launched on June 38, and it began to operate independently.
Why did you do this in 2008? There are both active and passive reasons.
negative
Let's talk about passive reasons, that is, strategic card positions, which are used for defense.
During this period, two powerful competitors appeared. These two competitors did not compete on Taobao's track, but they would have an impact on Taobao. who is it?
JD.COM Mall, which was renamed and reopened in June 2007, and 1 store, which was established in July 2008. The former focuses on 3C, while the latter focuses on food. But they have one thing in common, that is, they don't take the c2c mode like Taobao, but take the self-operated b2c mode.
Therefore, for the most basic defense, carry out strategic card position. After all, although the trajectory is different, the end point is the same. If there is no defense, Taobao's share will be gradually eroded.
Maybe you will ask, why does Defence build a new website instead of using Taobao directly? There are two reasons.
First of all, due to the inertia of users' thinking. Although the Tmall platform is not self-operated (Ma Yun was not optimistic about the self-operated model at that time), it is indeed a b2c model, which is settled by enterprises. If Tmall is attached to Taobao for a long time, it may be difficult for users to understand his b2c model. After all, c2c Taobao was already very big.
Secondly, if Taobao is compared to an elephant, the best way to compete with the "ant" is not to go in person, but to send an "ant", otherwise the enemy will lose 100 and 1000. Because the main means of competition at that time was price war. However, the mainstream merchants on Taobao are all C-side small businesses, and Ali can't control their pricing. Even if the price can be controlled, the bigger problem is that if the price is reduced to 10 yuan, JD.COM and 1 store may lose10000 yuan, and Taobao may lose 100000 yuan.
Therefore, Tmall is a new pawn for Ali to compete with JD.COM, 1 store and later Yi Xun. He has to play chess like this.
initiative
The original Taobao was a small business. They also sell some clothes and daily necessities. I really don't know much about food and 3c. So for JD.COM and 1 store, their main business is Ali's incremental market. Looking at the cake and not sharing it? It's impossible.
The second reason is that Taobao is troubled by a problem that Pinduoduo is facing now. What? Fake!
Once an image is formed, it is extremely difficult to reverse and requires many times more efforts than before. What's more, the C-side business is numerous and complicated, and Ali can do nothing about it.
Then, simply start again in the name of Taobao Mall, and show people directly with "quality assurance". This is much more reliable and feasible.
This is also the reason why when Taobao Mall was just established, the C-side merchant fryer. I feel that Ali didn't take them to play and was abandoned.
The third reason is to target different target groups. In fact, there are still some differences between the original Taobao users and the user groups targeted by other b2c platforms. Other b2c platforms are aimed at a group of users who know exactly what I want to buy now. These users mainly save time and have certain requirements on quality. Such as urban white-collar workers.
Then, in order to serve different target groups well and let everyone get what they need, it is also a good idea to operate separately.
Including the difference between Tmall and Taobao, it is also to maintain this difference. In Taobao, you can't even see the "classification" option when you enter the home page, but it is still reserved in Tmall. And it is obvious that Taobao's functional design is more suitable for "shopping", Tmall is more concise, and there are not many fancy things. Find what you want quickly, buy it and leave.
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Every time Tmall sells a product, Taobao gets a commission, and the market store Taobao has no fixed income, so Taobao already has Tmall and Tmall APP, just to introduce traffic to Tmall stores and guide consumers to shop at Tmall, so as to make money. Assuming that no one is shopping in Tmall, they are all shopping in market stores. Taobao is losing money, and to put it bluntly, it is for more profits. After all, Alibaba is a listed company, and it is also responsible to its shareholders.
First of all, Taobao is aimed at low-priced users, and consumer groups are more inclined to buy low-priced goods. Tmall should not only meet the upgrading of consumption level, but also meet the needs of low-consumption people.
This does not mean that low-consumption users never buy high-priced goods. The intersection of users leads to a comprehensive comparison in practical application scenarios, not only on Taobao or Tmall, but also on price and quality. Tmall launched an independent app, which will narrow the scope of users' search comparison and disperse traffic.
Both mobile phone Taobao and Tmall independent App are launched to satisfy some users. These consumers pay more attention to the quality of products, and they use more scenes on Tmall. Therefore, the launch of Tmall's independent app has met the needs of these users.
Taobao and Tmall are also positioning different products, one is B2C and the other is C2C, which need to be distinguished. But they can't be completely distinguished, and they are related. If it is completely differentiated, it will affect the user experience and weaken the traffic of cats.
Ali intends to make Tmall "the main position of digital transformation and upgrading of global brands", so it is necessary to draw a clear line with Taobao, which is a place of innovation and a place to help businesses realize their dreams, thus developing a rich and diverse Taobao ecology. Tmall is a brand that empowers products from four aspects: supply chain, consumer interaction, channels and online and offline.
At the same time, as the main position of social consumption upgrading, Tmall should not only meet the existing needs of consumers, but also improve the quality of life. All Tmall will launch their own independent apps.
Different user groups are too messy to put together.
For example, as soon as users open an application to search for cosmetics, they find that the mystery of the blue ocean is displayed together with the handmade soap made by the seller. If you were the seller of The Mystery of the Blue Ocean, would you overturn the table? So I think it is more reasonable to design separately.
First of all, Taobao users tend to buy low-priced things, but this does not mean that low-priced users never buy high-priced products. The intersection of users leads to a comprehensive comparison and measurement of price and quality, not just Taobao or Tmall.
The mobile phone Tmall is mainly aimed at another kind of users. Their income is generally higher than that of Taobao users. Most of them don't care about the petty profits of Taobao, but pay more attention to the quality of goods. Therefore, more of their application scenarios are on Tmall, so using Tmall as an app alone meets the needs of these users.
Taobao and Tmall, as two products with different positioning, one is B2C and the other is C2C, which must be distinguished. However, if they are completely separated and operated as independent websites, the traffic of the two websites will be weakened, which will not only affect the user experience, but also reduce the traffic of Tmall.
So, now Taobao and Tmall have crossed each other, which is great. It is also right for mobile phone Taobao to follow the example of PC-side Taobao.
If the previous Taobao is compared to a big market, it will be easy to understand.
The earliest shopping mall was wholesale and retail at first, but if a customer purposefully only wants to choose one brand, but finds that many retailers of brands are also in this shopping mall, then there will be obstacles in choosing. Maybe because I want to save time, I will go shopping in the mall instead. Then, since customers also want to change shopping malls, they should rebuild a new shopping mall themselves. The selling point of this shopping mall is: brand.
After the establishment of this mall, customers have developed the habit of shopping in Taobao Mall before and have great trust in Alibaba, so they will continue to shop in the new Tmall Mall, and then Alibaba's management of the mall has reached a new level, which is a win-win situation.
In the final analysis, the demand of users has increased, so as a service provider, we need to keep up.
In fact, we know that Tmall didn't exist at first. In the early days, Ali only had Taobao, an e-commerce platform. Later, because the e-commerce environment became more and more mature, it was difficult for Taobao to meet the market segment.
So Tmall came into being!
The early Taobao was Pinduoduo.
In fact, people familiar with Taobao know that the early Taobao was actually very chaotic, even more chaotic than today's Pinduoduo. Taobao used to have a large number of fake and shoddy products.
For this reason, Taobao has also been attacked by the international community. For example, manufacturers with well-known brands criticized Ma Yun's products only for fakes, and Ma Yun also argued that you should buy Rolex watches with tens of dollars. Whose problem do you think it is?
While e-commerce is becoming more and more mature and its share in the domestic market is growing, it is obvious that Taobao's brand itself is a kind of harm to Taobao itself. At this time, JD.COM has suddenly sprung up, focusing on brand quality, service and so on!
This contrast shows the shortcomings of Taobao, so Ali is also afraid that JD.COM will have an advantage in this respect and grab the market share of Taobao, so Tmall will start!
Today's Tmall is much bigger than JD.COM.
Since the separation of Taobao and Tmall, Ali's entire product system tends to be stable, and Taobao is responsible for low prices and small brands and shops. Tmall is responsible for the quality service of big-name flagship stores and so on.
The two have become complementary product chains. It made up for Ali's previous shortcomings in high-end flagship products. At the same time, it also allows Taobao to develop independently, instead of drastically reforming Taobao or pursuing shanzhai.
Two different products perfectly solved this problem, but now Tmall's influence is growing, and it is difficult for JD.COM to surpass Tmall, let alone Alibaba!
We said that in that era when express delivery was underdeveloped, JD.COM. COM's self-help or JD.COM. The storage system of COM has great advantages, and the experience at that time was really much better than Taobao Tmall.
However, due to the overall innovation of express delivery business, the speed has basically not been checked with JD.COM. The service of COM, that is to say, has reached the range that everyone can bear. If you use SF, the speed will be faster. Therefore, the progress of Tmall, Taobao and Express has weakened the rising potential of JD.COM to some extent.
Rather than saying that JD.COM lost to Tmall and Ali, it is better to say that JD.COM lost to the changes and progress of the times!
Many answers are incorrect or incomplete.
Let me add. Taobao emphasizes omnipotence, which means everything. All-encompassing … and Tmall takes the brand route.
Specific to users, if you want to buy genuine products, it is more convenient to use Tmall. If you want to buy a Rolex for 200 yuan, you can use Taobao.
Because after seeing the purchase list of toiletries, I found out why Taobao Tmall lost people's hearts by comparing the prices of Tmall's flagship store.
The rise of Pinduoduo reduced orders from Ali and JD.COM. Why do customers from Taobao, Tmall and JD.COM all go to Pinduoduo? Next, I will explain to you the secrets of my own industry! I believe everyone knows the huge profits of shampoo.
For example, Hong Kong ie shampoo costs 50 yuan, and its ex-factory price is lower. The price of Tmall JD.COM is 190 yuan! ! ! Ie ordered hair mask 100 RMB, and Tmall sold it to 680 yuan! ! Dr. Jiang shampoo 300ml ex-factory price 18 yuan, Tmall flagship store price 138 yuan! ! The ex-factory price of Dr. Jiang's hair nourishing essence is 438 yuan in 42 yuan and Tmall flagship store! ! There are also Yunte Youneng shampoo and hair mask. The price of new Youneng black canned hair mask 1L is less than that of 200 yuan, and the price of Tmall flagship store 1 180 yuan! ! !
Now that we know why Pinduoduo can rise, no one is stupid! ! ! Who else knows that the profit of daily necessities is several hundred yuan, so please supplement it! !
Seeing the inside story of these prices, I now know why Ali has been making public pressure to slander Pinduoduo, because with Pinduoduo, Tmall can't sell high-priced goods! ! !
After I published this article, I knew that I would be attacked by many Ali water forces. Revealing the profiteering products of Tmall Taobao in the media invested by Alibaba will be punished, but I said it anyway. After all, it is a bit unreasonable that daily necessities can reach a profit of more than 800 yuan. As for many people, what is the research cost, and how much is the research cost of shampoo and conditioner! ! !
I'm ready for the water army! !