On October 20th, at the annual Tmall Double 11 press conference, Taotian Group CEO Dai Shan talked about the mission and opportunities of the times, users, and technology, and for the first time systematically explained to the outside world the thinking logic of Taotian Group's three major strategies of "user first, ecological prosperity, and technology driven".
Dai Shan said that the future is a cycle of "creating opportunities in the face of challenges". Whoever pays more attention to long-term brand building and breaks the inertia to seek innovation will be able to spend today, surpass tomorrow, and see the beautiful sun in the day after tomorrow. She believes that the Chinese market is strong and powerful, and the demand for a better life among the people will continue to bring huge consumer demand; At the same time, the outbreak of new technologies such as AI will also bring a large number of business opportunities. As the largest consumer platform, Taobao Tmall will be the largest experimental and breeding ground for AI applications, which will inevitably bring efficiency improvement and huge innovation. What Taotian Group needs to do is to work with brand merchants to firmly deepen and penetrate the Chinese market, continuously create new products, stimulate new demand, and continue to expand the consumption cake.
Based on this macro background, Dai Shan explained for the first time the considerations behind the three major strategies of "user first, technology driven, and ecological prosperity":
On the user side, the online penetration rate continues to increase, and there are huge opportunities in the consumer market. However, at the same time, the consumer group is divided into multiple layers, and consumers are no longer easily superstitious about the brand, but more value the true value of the brand. "User first" aims to meet diverse needs and capture the widest range of people.
On the merchant side, the diversity of user needs determines that the platform ecosystem must be diversified, and both the platform and the merchant must shift from past traffic operations to diversified user asset operations.
On the technology side, a new technological revolution represented by AIGC has arrived, and e-commerce will inevitably be changed by AI. Taotian will make long-term investments in AI upgrades for merchant tools, user encyclopedias, and content creation to enhance user consumption experience and help merchants gain more business opportunities.
In May of this year, Dai Shan announced three major strategies for users, ecology, and technology. Since then, Taotian Group has been continuously moving in terms of pricing, content, and AI, with significant growth in user size and quality. Taobao DAU (daily active user) has been growing positively for six consecutive months this fiscal year, with a double-digit increase in 88vip member contribution year-on-year. The scale and willingness of merchants to operate have also significantly improved. As of the end of August, the cumulative number of new stores opened on Taobao and Tmall has exceeded 2.41 million; According to Alibaba's latest financial report, the number of active advertising paying merchants per day has increased by over 20% year-on-year.
Based on this, Dai Shan announced three major goals for this year's Tmall Double 11: to obtain the largest scale of users for brand merchants; Precipitating brand assets to enhance brand strength; Returning to the original intention to give consumers a happy Double 11. She said that Taotian will conduct full link guidance and invest as much as possible; Brand merchants pay more attention to user operation, and such co frequency resonance will inevitably bring the largest scale of user growth.
According to the information released at the press conference, this year's Tmall Double 11 is based on three major strategies, with significant changes in users, merchants, and technology:
The user experience is outstanding and simple, allowing all consumers to have a clear perception of discounts. On the basis of cross store full discounts, a new "official reduction" rule and a new "daily low price" activity will be added to directly reduce individual product prices by more than 15%. Taobao Live will also launch a "flash down" activity, where flash down products do not need to be reduced to full discounts, but directly reach the lowest price. At the same time, returning to the original intention of Double 11 and restarting the Tmall Double 11 Gala, consumers will be happy.
Strengthen the certainty of business operations, launch more new brands and products with unprecedented efforts, and continue to consolidate the consumer mentality of "buying new products on Tmall". At the same time, emphasizing dual wheel drive, through new channels such as "daily low prices" throughout the entire cycle of the Double 11, more business opportunities are available for brand merchants suitable for daily sales, from peak to daily business.
Highlighting cost reduction and efficiency improvement in technological capabilities, we provide 10 free AI tools for small and medium-sized businesses. We will gradually achieve AI intelligence in the entire chain of store opening, new product testing, and advertising placement. The AI assistant Taobao, who is currently testing, is asking that it will bring consumers a new life consumption experience, thereby enhancing the purchase conversion of brand merchants.
Analysts point out that launching major innovative changes at the most important promotion node of the year is a long-standing tradition on Taobao and Tmall. Double 11 has always been the most important innovation laboratory for Taobao and Tmall, not only a window for performance explosion, but also a window for showcasing innovation changes to the industry and society.
Since the first launch of the "50% discount on all occasions" in 2009, almost every year, Taobao and Tmall have made innovative actions that have influenced the industry. In 2012, Tmall pioneered the cross store full reduction mechanism, promoting the comprehensive expansion of online promotion in categories and price bands. Brand participation in the Double 11 has changed from "tail goods" to "new top explosive products"; In 2013, we pioneered the pre-sale mechanism, explored and discovered the C2B model of e-commerce, achieved sales based procurement, and significantly improved the stocking efficiency of merchants; In 2015, it pioneered "Cat Night" and created the largest brand marketing IP in the history of Chinese e-commerce, achieving a deep integration of content and e-commerce; In 2017, the O2O link was first established, with over 1 million offline stores participating in Double 11, achieving offline expansion of the e-commerce value chain.