The process of online shopping

It must have originated from Ma Yun's Alibaba and Taobao. His Taobao is very famous now.

The development history of Alibaba

Alibaba 1999 was established in March. With a capital contribution of 500,000 +0.999 million yuan, Alibaba China Holdings Co., Ltd. was established in Hong Kong in July as the head office, and Alibaba (China) Network Technology Co., Ltd. was established in Hangzhou in September as the headquarters of China District. There are 20,000 members at this time; In June, 5438+ 10, a venture capital fund of 5 million dollars was introduced; At the end of 0999, there were 654.38+89,000 members; From June, 5438 to June, 2000 10, Japanese internet investment company invested 20 million dollars; In 2000, the membership reached 500,000; In June 2006, 5438+0 Korea Station was officially opened in Seoul, South Korea; 200 1 12 started to make profits in the same month,1000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 In June 2002, the Japanese website was officially opened. At the end of 2002, it made a profit, breaking through cash and making a profit of 6 million yuan; In May 2003, 1 10,000 yuan per day in the current month was realized ahead of schedule; On July 7, 2003, it was announced that it would invest 1 100 million yuan to build Taobao website. Alibaba only does information flow, not capital flow and logistics business.

The following points can be seen from Alibaba memorabilia:

1999, in the early days of Ali's business, founder Ma Yun vigorously publicized his e-commerce theory, which caused great repercussions at home and abroad. As a result, his theory was recognized by venture companies in the most difficult time of his own company, and he won two venture investments successively; From 2000 to 200 1, Alibaba developed various application systems, and constantly explored and sublimated the management theory. In 2002, he put forward the profit target, developed the domestic market, and began to try to combine with the exhibition; In 2003, we will continue to expand the market, speed up the integration with exhibitions, and start to cooperate with various media to provide users with value-added services. In recent years, Ali has been exploring how to develop e-commerce, participate in various world forums, keep in touch with users and understand their needs, so as to provide users with more and more popular services. In the development process, Ali and related companies jointly developed service functions to ensure the breadth and accuracy of information; Cooperate with large enterprises at home and abroad and develop the small and medium-sized enterprise market at the same time. Through its own popularity, it uses training to occupy the market. In short, all Ali services are based on the needs of his users.

History of Taobao Development-History of Taobao Website Development-Case Analysis of Taobao Website (2)

Challenge the overlord suspense?

Charge, listing, a series of actions show that Taobao seems to be preparing for the next stage of the tough battle.

When Yi Bei became the leader of Internet enterprises with a market value of $29 billion in early 2004, almost everyone had high hopes for the development of C2C. After that, although Yi Bei's earnings per share in 2004 were slightly different from Wall Street's expectations, Yi Bei's share price fell by 19% in one day. But in fact, the earnings per share of Yi Bei and Yi Bei are only 65,438+0 cents lower than the forecast of securities analysts. Compared with 2003, the annual income of Yi Bei and Yi Bei increased by 565,438+0% and the net income increased by 76% in 2004. In other words, it is not that Yi Bei is not good enough, but that people want it to be better.

According to statistics, the growth rate of e-commerce in China in recent years is 40%, and it may exceed 50% in the years after 2005. According to the latest report of iResearch, the online auction market in China increased by 2 17.8% in 2004, and the annual turnover increased from10.7 billion yuan in 2003 to 3.4 billion yuan. It is estimated that the average annual growth rate of domestic online auction market will reach 84% in the next three years.

Although the profitability of C2C industry in China is far less than that in Yi Bei, the high returns have been stimulating their keen nerves. Before 2003, there were few competitors in this market except Yi Bei. But the emergence of Taobao is still a huge change. Judging from the data recently released by Taobao, Asia first and China first have become Taobao's strategic goals in e-commerce websites.

From the perspective of historical development, Yi Bei, Yi Bei is much older than Taobao. Once upon a time, Yi Bei was almost synonymous with C2C in China, which made people have to believe that what Yi Bei got from the accumulation of time was far from capital. As a radical latecomer, Taobao can surpass Yi Bei, probably because of localization.

Different from Alibaba's famous course of "flowers blossom inside the wall and fragrance outside the wall", Taobao's popularity in China has soared rapidly. According to the change of CISI popularity list of Internet laboratory e-commerce website, before 2004, there was no place for Taobao, but since February 2004, Taobao has risen to the second place after eBuy Yi Bei at a rate of 768.00% per month. After the launch of 1 year, Taobao ranked first in Yi Bei, surpassing eBuy.

The appearance of Taobao has made Yi Bei a "big bully", and its shortcomings, loopholes, deficiencies and arrogance are exposed one by one, which makes it tired of correcting and remedying. Therefore, Taobao is not only free, but also recognized by many people because of its strong participation in the competition and improvement of the domestic C2C market environment, just like the current situation of China Unicom in the telecommunications field.

Ebay is obviously not ignorant of Taobao's late-comer advantage. Tang Lei, the company's public relations manager, said: In the domestic e-commerce market, many enterprises are latecomers, but they are developing rapidly. I think this is a good thing. This is discussed in two aspects. First, imitation is the best compliment. Everyone comes to do this model, which shows that everyone agrees with this model. Second, everyone has developed, which shows that the potential market of this industry is very large. It shows that this market really deserves our investment and efforts to make it better, stronger and bigger. If it doesn't develop to this point, it means that the market is not working.

Recently, Microsoft launched MSN portal and other Internet products and services in China. Among the eight partners selected by Microsoft, Taobao beat Ebay, Microsoft's global partner, and became the partner of shopping channel. Ma Yun said, "This shows that Microsoft thinks I will win." Just as Yi Bei, Yi Bei, cut prices for the first time in more than two years from May 1 day. Instead, Ebay is trying to increase its fees in the United States and Europe. On May 7th, at the Huayuan Science and Technology Summit Forum, Shao Yibo, the former CEO of Yi Bei, spoke his mind when talking about the personal online trading market in China. "China has great potential for e-commerce, but the competition in the China market is fierce. It is too early to discuss who is the final winner. "

Ma Yun: Conquering the World with Entertainment

Ma Yun is a master performer. The most classic is the annual West Lake on Sword. Not only according to the invitation written by Jin Yong's martial arts novels, but also invited Jin Yong himself to Hangzhou. However, Ma Yun's fame is not "On the Sword in the West Lake", but that he is one of the first people who discovered that the combination of Internet and entertainment is an inevitable trend and put it into practice. Most of Ma Yun's business is related to entertainment.

Do you want the mobile phone in the mobile phone, Jiang Wen nodding in the hero of heaven and earth, the smoking pot with iron teeth and copper teeth, Liu's sedan chair, the dragon robe in the young emperor and the dresser in the empty mirror? Do you know who sent these things?

The answer is that Ma Yun can help you find all this.

In July, 2004, Taobao, which just received a capital injection of 350 million yuan from its parent company Alibaba, once again offered an entertainment marketing weapon, participated in the launching ceremony of the film "It looks beautiful" directed by Bird and supervised by Wang Shuo, and became the exclusive auction website for the props of this film. Since then, Taobao, which tasted the sweetness, once again cooperated with Xiaogang Feng's New Year blockbuster "world without thieves" in April this year to auction movie props including trains online.

"Online auctions are most suitable for auctions similar to film and television props." Sun Tongyu, general manager of Taobao, said. The popularity of the Internet is abundant, and its trading platform can calmly cope with a large number of buyers bidding at the same time. Moreover, buyers can see the all-round display of props through the Internet before the auction. In addition, online groups and idolized groups have a high degree of overlap, making it easier to directly face the target customers.

However, earning enough attention with entertainment does not mean that Ma Yun can conquer the world by entertainment.

In April 2005, South China Entertainment Portal 2 1CN accepted Taobao as its business trading platform, providing content, SMS, email and activity promotion for Taobao. 2 1CN has always been known for its avant-garde. After the brand transformation in 2003, a group of young people aged 18 ~ 25 gathered, thus becoming an online media with entertainment as its main appeal. Taobao cooperated with it and undoubtedly played an "entertainment card". As a price, Taobao paid it more than 6.5438+million yuan.

This is not a single action of Ma Yun as a "big head". On Taobao, all the props related to movies were finally sold only with mobile phones and dressing tables, and other props were not sold because the buyer's bid was far from the reserve price. In addition, it is said that only by virtue of the movie "world without thieves", the advertisement of "Real world without thieves with Alipay" also cost100000 yuan. In sharp contrast, although the number of online users who use Alipay has reached 2 million, and even some competitors mostly use Alipay, Taobao and Ma Yun can't get a penny from them!

Therefore, at least for now, the entertainment circle is far from a sword in Ma Yun's hand.

On June 20th, 2005, Taobao announced the official launch of Hong Kong Street service in Hong Kong. As we all know, Hong Kong is one of the most developed entertainment areas. Whether Ma Yun's Hong Kong street clothes can be implemented will be the key to his success.

Although the newborn Taobao has risen to the position of competing with Yi Bei with its two sharp teeth of "free" and "Alipay", the root cause may still be Yi Bei himself-

Taobao Jedi Breakthrough

In 2003, people in China were no strangers to online shopping. At this time, Yi Bei, an e-commerce giant, invested US$ 654.38+0.8 billion to take over Yi Bei, achieving the strategic goal of entering the China market. EBay, founded in 1999, experienced the madness and silence of China's network economy. Stand out, occupy 70% market share, and have a good brand advantage and user base. Therefore, Yi Bei has an absolute advantage in online stores in China. However, only two years later, the newly born Taobao, with its two sharp teeth of "free" and "Alipay", has been nibbling at Yi Bei's share, and now it can compete with Yi Bei. During this period, there was a confrontation between local wisdom and American thinking, which was extremely intriguing.

In 2003, Yi Bei completely took over Yi Bei and changed its name to Yi Bei, Yi Bei (in this article, Yi Bei). At this time, there are only a handful of competitors, and Yahoo and MSN have not yet started the auction business. Of course, EBay was defeated by Yahoo in Japan and Taiwan Province Province. Whitman's first advantage in China through capital strength this time is to fight with Yahoo, but Yahoo has been slow to express its position, and Yi Bei, eager for World War I, is inevitably impetuous.

Due to the disparity in strength, Whitman, CEO of Yi Bei, dismissed these "competitors" and thought that Yi Bei's offensive could destroy them as long as it was sharper. Immediately, Yi Bei spent a huge sum of money to sign exclusive advertising agreements with several major domestic portals, blocking competitors' claim channels and eradicating them one by one, so as to have enough energy to deal with their old enemy Yahoo.

Circuitous survival

At this time, Taobao founded by Ma Yun has just been completed for two months, which is not only the most similar to Yi Bei's business model, but also adopts a free strategy, which is naturally the main goal of Yi Bei this time. For a long time, Taobao was not seen at all on the portal website. However, after all, blocking the portal does not mean a world curfew. Just when Yi Bei thought the action was effective, Taobao complained to the media, accusing Yi Bei of bullying and gaining public sympathy. On the one hand, the tactics of "circuitous" were adopted, bypassing the blocked portals, placing advertisements directly on popular personal websites and * * * enjoyment software, and finally drilling a network "tunnel"; The network is virtual, but the registered users that the website strives for are real people walking in the streets, so Taobao immediately puts advertisements on crowded street signs, light boxes, car bodies and TV media. Not only pay more attention to it, but also gain local advantages in this conventional channel, and brands and free strategies are spread day by day.

Of course, Taobao itself understands that if the trading service platform is not convincing enough, it is not enough to "dig" many registered users for free. So Taobao really spent a lot of thought on the platform. While learning from Yi Bei's advantages, it also corrects many opponents' problems, and it is relatively superior to Yi Bei in terms of interface affinity and customer service staff's reaction speed.

If the two parties are almost the same on the trading platform, and Taobao does not charge commodity registration fees and transaction fees, it will be a "pie" level temptation for Yi Bei sellers who have to pay commodity registration fees regardless of whether the transaction is completed. However, it is not easy for them to give up Yi Bei's investment in Taobao. The long-term accumulation of credit evaluation and customers in Yi Bei means that throwing away is equivalent to starting all over again. Some active Ebay sellers have come up with a flexible method, that is, opening a branch in Taobao and using Yi Bei's credit to attract Taobao buyers. If possible, there will be free channels, so why not? This is the initial germination of the practice of "Yi Bei exhibition, Taobao transaction".

Every once in a while, Taobao's public relations staff will come out to announce the growth of registered users and turnover, and carry out psychological tactics on Yi Bei. After these figures were greatly exaggerated by the media, Taobao's "thriving" posture made Yi Bei fidgety. By the end of 2003, Taobao.com had absorbed about 300,000 registered members, including some Yi Bei members.

On February 2, 2004, Yi Bei officially lowered its commodity registration fee, which was the first time that Yi Bei "reduced the price to make profits" after adopting the charging strategy, which proved that Taobao's free strategy and publicity campaign had caused a certain psychological threat to it.

In April, 2004, Yahoo cooperated with Sina to set up a racket net, and Sina withdrew its advertisement from Yi Bei, and the advertising lineup in Yi Bei quietly disintegrated.

At this stage, Taobao broke through with a lot of real money, but successfully resisted the fierce attack of Yi Bei, and also won some user resources, achieving the goal of "supporting the war with war" and showing a calm and flexible corporate strategy.

In order to implement the ban plan, it is too simple for Yi Bei to drown out the voices of opponents through a large number of advertisements. When Taobao opened up the situation in the street and TV fields, Yi Bei had to follow its competitors and fill the vacancy in a hurry. In 2004 alone, the advertising cost was at least 200 million yuan, but as a result, it only forced opponents to put advertisements on several major portals for a period of time, so the high price was not worth it.

Avoid reality and be empty, and turn defense into attack.

Although Taobao has made a breakthrough in publicity, it still can't compare with Yi Bei in strength. If it's just a shopping advertisement, it's like throwing eggs at a stone. Flexible marketing strategies and advertising strategies in business competition are tantamount to burning paper. Therefore, Taobao must find a breakthrough, avoid reality and turn things around in order to survive and develop.

Unlike Dangdang and Zhuo Yue, which sell directly, online stores like Yi Bei and Taobao only provide trading platforms, which are not absolutely binding on buyers and sellers. If there is a problem with the payment or goods, the risk can only be borne by the buyer and the seller. In order to protect their own interests, sellers usually adopt the mode of "cash on delivery". In this case, even if there are past transaction records as consideration, buyers still have to bear very large transaction risks, which is unwilling to anyone. This is also the main reason why there were many transactions in previous years, but the amount was low. Both buyers and sellers are in the stage of careful exploration. Therefore, if the payment risk problem is not solved, it is difficult to make greater progress in online transactions and the market capacity cannot be expanded. Both buyers and sellers and the whole market are calling for the participation of third-party credit intermediaries to ensure the smooth transaction. However, everyone knows that "seeking advantages and avoiding disadvantages". Who is willing to take the risk? Ebay didn't do it, and neither did other competitors. This is undoubtedly a virtual market and an opportunity for Taobao.

On June 5438+ 10, 2003, Taobao seized the market gap that everyone could not avoid and tentatively released the "Alipay" service. The buyer will deposit the payment into the third-party account provided by Taobao, and then pay the payment to the seller after confirming the receipt. This undoubtedly greatly reduces the risk of buyers, and both buyers and sellers are of course in favor of this, so the number of registered members and transaction rate of Taobao have been rising.

EBay is not unaware of this problem, but it is too busy to connect to the global platform in Yi Bei. Yi Bei's other magic weapon, PayPal payment system, also wants to introduce into China, but policy obstacles make it difficult. Ebay was surprised by the launch of Alipay, but the PayPal complex is hard to give up and still hesitates.

However, Ebay's hesitation did not stop time, nor could it slow down Taobao's progress. One year later, with the help of Alipay, the registered members of Taobao broke through the 3 million mark, increasing by more than 10 times year-on-year, and the daily turnover even rose to 9 million yuan. Yi Bei, who is impatient, can no longer stand the situation that the water is far away and the thirst is near, so she has to settle for the next best thing and launch an "Anfutong" similar to Alipay. Unfortunately, there are few new ideas and the response is mediocre.

Unlike the situation of "Anfutong", Alipay is not the "chicken rib" of Taobao, but the lifeblood of Taobao's struggle. Since its birth, a series of plans have been launched around it. In April 2004, when Taobao announced its full cooperation with the 2005 Xiaogang Feng New Year film world without thieves, it did not attract much attention and association from the outside world. At the end of 2004, when world without thieves was released nationwide, the film quickly became the focus of public opinion. People talked about it as "Stupid Root", Taobao rose rapidly, and advertisements of "With Alipay, there are really no thieves in the world" blossomed everywhere. One "Stupid Root" and one "No Thief" made Alipay a household name. In "world without thieves", Taobao used common advertising stickers, posters, press releases, props auctions and other publicity techniques to give full play to the residual heat of the film, but the total investment before and after was only 6.5438+million. Although there is no obvious innovation in technique, the hot spots have to be chosen, the timing is just right, and the overall planning is also excellent. "Alipay" became an instant hit, and "Anfutong" was dwarfed.

In order to reverse the passive situation of "Anfutong", Yi Bei launched a 10-day online promotion activity on June 5438+/October 08, 2005: as long as the buyer in 50 yuan is surpassed through the transaction of Anfutong, Yi Bei will give preferential treatment to 50 yuan. Afterwards, it was proved that this promotion method was extremely lethal, and Yi Bei was not spared. Only one week after the activity started, the total number of consultations reached130,000, 3,500 consultation calls were handled every day, and online consultations reached143,000 times every day. Unfortunately, Yi Bei was not prepared for this idea, and its payment system was once in a state of paralysis due to almost crazy transaction volume. Because Yi Bei's preparations are sloppy and the rules are vague, both buyers and sellers involved in the activities are very speculative. The seller deliberately raised the price, and the buyer took photos at will. A considerable number of sellers' goods have been photographed and nobody cares about them, and there is no way to collect debts for a large number of landing fees and transaction fees. Some buyers didn't respond after remittance, and the buyers and sellers who suffered losses made many fierce remarks in the Yi Bei Forum. At the beginning, the promotion of Anfutong was counterproductive, and the reliability of Anfutong was greatly questioned. Although Yi Bei appeased some sellers afterwards, the adverse effects were far from being eliminated.

In February 2005, Taobao promised that as long as Alipay was used in the transaction, Alipay would be responsible for full compensation when problems occurred. Soon, 70% of transactions on Taobao supported Alipay, and the number of Alipay users climbed to 2 million. Sellers who originally set up shop in Yi Bei and Taobao, especially after the accident in Yi Bei in June+10, 5438, became more relaxed and began to consider whether to move to Taobao to save the login fee in Yi Bei. As a result, Yi Bei members have been continuously involved in Taobao, and the model of "Yi Bei exhibition, Taobao transaction" has spread more and more.

Since then, Taobao has gone step by step, leaving Yi Bei behind.

In April 2005, Taobao and Sohu announced the formation of a strategic alliance, and then became the partners of MSN China Auction Channel in May. On June 8th, it was announced that Alipay was upgraded again, which not only joined the logistics link, but also supported the use of external merchants and buyers, and even put it directly in the dialog boxes of QQ, MSN and other chat tools to quickly realize Alipay online payment. Taobao also completed the strategic layout of "flow" with payment.

At this time, Yi Bei was exhausted in Jiang Lang. On May 1 day, the login fee and monthly rental fee were announced again. On June 9, the upgrade of "Anfutong" was only paid in full with "Alipay", and the momentum of the former hegemon disappeared.

If it was hard to believe two years ago, Yi Bei would be defeated by the weak Taobao in the case of absolute superiority.

As a weak Taobao, it knows how to be flexible and know how to advance and retreat. In the face of blockade, know how to detour; When Alipay went online, it accurately grasped the actual situation of the market, took advantage of the opportunity of its opponents to look back and forth, and took the initiative by surprise, which not only disrupted the overall layout of Yi Bei, but also realized the transformation of offensive and defensive.

Yi Bei's performance was really embarrassing. There is nothing wrong with Yi Bei's choice of Yi Bei as a breakthrough in China. Yi Bei was indeed cloned according to the Yi Bei model, but Whitman ignored an obvious and important issue. Yi Bei has copied Yi Bei's trading platform and charging model, but it has not been profitable for five years, which means that Yi Bei model has not been applied in China. The so-called "soldiers are like water" is amorphous and moves with the environment. This is especially true in business competition. The environment and opponents are changeable, and it is even more necessary to have the idea of "defeating the enemy."

After Yi Bei took over, his primary task should have been to find out the crux of China's development and solve it, so that competitors could take advantage of it and make themselves invincible. Obviously, Yi Bei executives don't understand the truth that "you can't beat yourself, but you can beat your enemies". From Japan to China and Taiwan Province provinces, and then to Chinese mainland, they have stubbornly adhered to the American model, only knowing how to copy as it is, but not how to adjust it according to time and place. They missed a good opportunity until their opponents beat them to it, which had a great impact on their business and it was too late to regret it.

In all fairness, it was not Taobao that defeated Yi Bei, but Yi Bei's high-level officials underestimated the enemy, delayed the fighter plane, and surrendered the excellent situation to others. What happened in Japan and Taiwan Province Province of China may not happen again!

Alipay has made great contributions to Taobao, but its unpredictable "domestic thief" and the shortcomings that sellers may encounter make it look imperfect.

3 Respondent: miu ha- Qian Zongwu 12-7 12:26.

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