On August 7th, Alibaba announced that the 'Financial Group' was officially launched, aiming to create a wave of Ali-style attacks in the domestic 'low-cost + group buying' market. This is not the first time Ali has made a move in this field. But different from the past, The 'Taobao + Alipay' two platforms jointly launched the 'Pu Dian', leaving a larger imagination for the outside world, and is widely regarded in the industry as 'a lot of offensive actions'.
For the fight, the 'hands-on', the Ali system, the "small group", the low-end market
On the Alipay platform, the 'Jiantuan', which was quietly launched on the line, was discovered by many province users this week. By August 7, Alibaba had issued an official news for it, which was quite a test of the market and the reaction of the industry.
'The price of the group will be lower than the price of Taobao. Many of them are even 50% off the price cut. 'This is the important information that Ali introduced to the 'Jiantuan'. It said that these goods are all from different Taobao stores. Covers more than ten categories such as daily use, food, and clothing.
In addition, there is a 'time-limited group' on the Alipay page, and from time to time will prompt: Some people are currently fighting successfully.
From the business model point of view, there is no essential difference between the 'Picture Group' and Taobao's poly-costing, only the difference in commodity structure, pricing, etc. More importantly, it has a surprisingly large number of listings two weeks ago. similar.
Compared with the former, the Ali Department's Alipay + Taobao teamed up to 'reinforce the group', which is a reloading attack. Ali said that Alipay's group function, not only orders, membership system and Taobao, but also recommended group products, It also combines the user's previous shopping habits on Taobao according to big data. As a result, the two platforms jointly promoted 'spelling group', leaving more imaginable space for the industry.
According to a recent Alibaba financial report, the number of domestic users of Alipay has reached 550 million, while the number of third-party statistics of Taobao monthly users has exceeded 430 million.
On that day, the official website is also 'sincerely full', open the multi-application home page can be seen, the popular star Zhao Liying endorsement of the '1 dollar 囤 half year of paper' '9.9 yuan to grab women' 'second kill mad day, the audience low From 1 yuan to ', and enjoy the second special offer of 0 yuan, it is obvious that this is also a lot of efforts to increase the intensity of the activity and 'sports group' directly.
For the selective "clear field" of Tencent, will there be a battle between Ali and the fight?
Ali 'Pull group' is a lot of orientation to 'moving the military'?
In the deep suspicion of the industry, Ali and the fight have remained silent.
This kind of judgment is not unfounded. In March of this year, Ali launched a special version of Taobao, to do 'consumer grading'. And the fight for more than three years of e-commerce 'Ju Ying,' has become a trend In the 12 months to the end of June 2018, the number of GMVs (transaction scale) reached 262.1 billion yuan, which is called 'China's third largest e-commerce platform'.
On July 26th, the Shanghai site of the US stock market conference was held. The founder Huang Wei said in his speech: 'When everyone thinks that China's electricity business has been set, industry evolution is over, but we are collecting 3.44. Billion users, over one million merchants. '
In the eyes of many insiders, Ali's attempt to fight a lot is a 'full probability' event, and the motivation is simple and clear.
'The fight has touched Ali's defense 'bottom line'. 'This is the view of Zhang Sufeng, secretary general of Henan E-Commerce Association. In 2010, Ali's poly-costing was put online, creating an e-commerce platform to load 'group purchase + low price' mode. Pilot.
However, since then, Ali has launched Tmall, which is to promote the customer base, raise the total transaction scale, and strengthen the profitability. Unexpectedly, after a few years, it has been smashed to the 'low price' big stick, the same way. Second, The gold master of the fight is Tencent. The boundary of the BAT three oligarchs was clear before, Ali is spending, Tencent is socializing. A Jingdong, it is to let Ali 'Russ in the throat', and now there is another counterattack 'Tai Ying' fight A lot. Obviously, Ali will not let the hedge of the 'two dozens' appear.
From another point of view, the fight is more and more fierce and deep in the domestic low-end consumer market, 'stirring' the Ali system e-commerce channel sinking strategy.
Three years ago, Ali determined the village scouring strategy, that is, 'industrial products down, agricultural products go up'. But with more market, consumers in this market are more likely to accept 'low price', slamming and smashing, seriously challenging Ali It is the way for e-commerce to add traffic (users, new consumption).
In summary, the Ali system launched the 'Pu group', or took the guess of 'Ali and fight more and more must have a fight'. At this time, consumers are ready, and expect this market to bring real life to the bomb The consumption is affordable.