Alibaba's Marketing Strategy Analysis for Modern E-commerce Environment in China.
market strategy
1. Promotion strategy
Alibaba's promotion strategy is worth learning. The website is virtual and needs to be combined with online and offline promotion, which many websites have not done well, but Alibaba has done a good job. For enterprises, Alibaba provides online trade training and guidance, provides some good services and guidance, and holds some offline trade fairs and procurement meetings. For members in the forum, Alibaba organizes members in the forum to communicate offline, such as holding training sessions and inviting members in the forum to participate, which increases the communication and realism among members and cultivates their feelings and loyalty to the website and among members. On the internet and in forums, Ali organizes members to learn and communicate, engage in essay competitions and trade lectures. Unlike other websites, such as Baidu, Yahoo and Sina. , Alibaba implements direct sales. In this way, Alibaba is easier to control, and the feedback to members is faster and more efficient, which directly brings benefits and help to enterprises. If it is an agent, it may cause unfavorable factors to enterprise members, vicious price competition and inadequate service, which will affect the whole transaction.
2. Strengthen the construction of credit system.
Honesty is a remarkable symbol of Alibaba. At present, the shackles of e-commerce development in China are still the imperfection of the credit system. If we want to drive the whole Internet to evolve into the era of "online merchants", we must have a perfect credit system to escort it. Alibaba has always attached importance to the "rules of the game": 1999 has instilled the concept of "integrity" since its establishment, and in March 2002 10 launched the world's first interactive online credit management system "Cheng Xintong" and in March 2004 10 launched the "integrity index".
The purpose of establishing integrity communication in Alibaba is to create an online integrity trading environment. Cheng Xintong's goal is high reputation, high turnover rate and efficient service. Alibaba invited third-party authoritative organizations to evaluate the credit status of enterprises, required the members of Chengxin Tong to publicly disclose the real information of enterprises, provided various transaction facilities for the members of Chengxin Tong, so that they could exclusively enjoy the information of 420,000 buyers in 220 countries and regions around the world, and helped enterprises to establish corporate websites suitable for buyers to browse. In Tong, members can feel the most intimate service.
Different from the current popular "bidding ranking" method, there is only one ranking standard for Cheng Xintong's search results-"Cheng Xintong Index". This is a comprehensive scoring system, including integrity status. It shows the factors such as the integrity of network operators as specific scores, which is an important criterion for network operators to understand each other and choose each other. One of the important information bases of credibility index is the integrity file. On the business platform built by Alibaba, the integrity file is the basic information needed by its integrity members, which is used to reflect and show some basic integrity of members. It consists of four parts: A &；; V certification information, Alibaba activity record, member evaluation, certificate, honor.
A& certification refers to the certification of whether the certified company exists legally and the verification of whether the applicant belongs to the certified company. A& certification information includes the registered name and address of the company, the name, department and position of the applicant, and the business license issued by the corresponding industrial and commercial department is required. At present, the third-party certification bodies cooperating with Alibaba include Xinhua Xin Business Information Consulting Co., Ltd., Shanghai Jiesheng Business Consulting Co., Ltd., Asia Aussie Banking Consulting Co., Ltd. and Huaxia Enterprise Credit Consulting Co., Ltd. ... The activity record of Alibaba refers to the credit performance of a certain online merchant in the course of business operation and the time of participating in the credit system construction with Alibaba. The longer the time, the more it can prove the integrity of online merchants. Member evaluation, certificate and honor reflect the continuous evaluation and judgment of members on the enterprise. Enterprises do well, customers evaluate well, which has great influence on other customers.
In order to avoid malicious attacks between corporate members, Alibaba stipulates: first, only members of Cheng Xin Tong Can have the right to evaluate; Second, comments should be kept in each other's files, not anonymous, and should be made public to play a role of mutual restraint.
In practical application, communication has begun to show strong attraction. According to statistics, the transaction rate and feedback rate of Alibaba "Cheng Xintong" members are 4~5 times that of its free members. In 2003, the number of children's members exceeded 1 10,000, and reached more than 50,000 in 2004.
3. Keyword bidding
On the morning of March 10, 2005 10, Alibaba officially started the operation of search keyword bidding ranking, which also means that there is another strong enemy in the domestic search bidding ranking competition. According to industry insiders, bidding ranking has become the main profit source of domestic search companies, and Baidu's bidding ranking revenue accounts for 80% of its total revenue. In 2002, Yahoo's keyword search revenue accounted for 15% of the total advertising revenue. Relevant data show that the growth rate of domestic bidding ranking can reach 66% in the next few years. In 2006, the market capacity of paid search will reach 2.3 billion yuan, and search engines have been recognized as the best and effective way for small and medium-sized enterprises to access the Internet.
When netizens search for "gifts", a large number of search results are overwhelming, and only the top ones can attract netizens' attention and bring potential purchasing power. Compared with the usual search bidding ranking, Alibaba's bidding target customers are more clear, the intention of search users is more direct, and it goes straight to business, which is also the reason why many businessmen flock to it. Enterprises take advantage of this business opportunity to make their products among the top search results in the industry through bidding, thus becoming the most attractive star. This business model is the most typical embodiment of the network "attention economy", and in Alibaba, this kind of attention is easier to be transformed into economic benefits, which can better reflect the commercial value of search. For example, Kunshan Taishun Machinery Factory spent 40,000 yuan in 2003 to do a lot of bidding ranking, but it brought 42% of all business through the 2300 yuan of Tonghua.
4. Humanized service
The website looks virtual, but the attitude and service of the operator to the website can't be virtual. Operators must repay customers with wholehearted devotion and sincere service, otherwise they can only fail. Alibaba's success has many factors, but its humanized service is very important. Alibaba sometimes interprets B2B as "business-to-business", which emphasizes giving full consideration to the needs of businessmen and providing humanized services, so that businessmen can feel that Alibaba's website is authentic and can produce benefits.
Alibaba's humanized service permeates all aspects of the website. From humanized pages to humanized forums, from humanized functional operation to humanized offline and after-sales service, it provides customers with a convenient and warm network environment. Since many enterprises are trading online for the first time and are not familiar with how to conduct online business and operation, Ali's humanized guidance services are particularly important, such as telephone guidance, online and offline trade training and so on. Through various ways, enterprises have made great gains online, and also avoided some enterprises from losing money because they don't understand network operation and don't get results. Alibaba's service is very meticulous, comprehensive, thoughtful and enthusiastic.
From June 5438 to 10, 2003, Alibaba launched Tradelink, a free business instant messaging software tool tailored for businessmen. Using this tool, enterprise users can choose voice call or video call, and realize various functions such as contact at any time, online negotiation, customer management, business opportunity search, graphics and text, online meeting and so on. Tradelink also released its own mobile phone version, which is mainly used for Motorola A760 and Motorola A768 models. Figure 9-5 is the video page of Tradelink version 2.9.
Due to the commercial, real-time, convenient and practical characteristics of Tradelink, it has been favored by Alibaba members and the majority of online merchants since the software was released. On August, 2004 1 1 day, Tradelink users exceeded 800,000, including nearly 300,000 active users, and its growth rate was extremely rapid.
Alibaba has never let go of any problems and shortcomings, and has carefully discovered and corrected them. Because there is a lot of information on Alibaba's website, some useful information is difficult to find the enterprise at once. When enterprises find these information through various efforts, they are out of date. Alibaba found this problem and tried to improve the methods of information retrieval and transmission. Adopt the "push" strategy to send the information to the enterprise in time, so that the information has vitality. Alibaba's positioning is an e-commerce website for enterprises and businessmen, but in the early days, Alibaba's information was not significantly different from other general news websites. Alibaba adjusted its strategy, editing and editing with businessmen's eyes and techniques, focusing on commercial nature; And according to the actual situation and enterprise needs, provide industry information, company information, supply information, procurement information, agency information, processing information, project cooperation information, business service information, etc., to meet the needs of different industries and enterprises to the maximum extent.
5. Excellent Forum
There are many excellent websites in China, but these websites may not have an excellent forum, but Alibaba has some excellent forums. Forum is a place for members to communicate and learn with each other and between members and websites, and it is also a place for members to make friends and place their feelings. For Alibaba, the role of the forum goes far beyond this. It has become a place where websites gather popularity and keep popularity. Any website, if it lacks a forum, will appear to lack vitality and vitality, giving people a feeling of lifelessness. Therefore, in order to enliven and publicize a website, forums are absolutely indispensable tools and need to be well managed.
Judging from the mode and management team of the forum, the management of Alibaba Forum has reached a very high level, and the number of members, posts, traffic and quality are in the leading position in the country. Its forum has the learning exchange of businessmen and the enthusiasm of literature lovers; Some important information consultation areas are frequented by entrepreneurs. Many people learned about Alibaba through the forum and fell in love with it. Managing such a forum is Alibaba's forum management team. They collect members' various situations and psychological states in time, understand members' needs, creatively publish some topics, fully mobilize members' sense of participation and attract members to participate. A good management team is and tries its best to meet the various needs of members, making them feel worthwhile and helpful, and learning a lot from coming to this forum. A good management team can make the atmosphere of the forum active, and a good management team can keep the members of the forum and attract more members to participate. The whole forum was well managed and organized, and there were no major mistakes or major unpleasant events. Forum and members, websites and members, members and members have achieved a virtuous circle of development.
Make every effort to build a safe and honest online payment model
E-commerce should first be a safe e-commerce. There is no real integrity and trust in the e-commerce environment without security. To solve the security problem, we must start with the transaction link and completely solve the payment problem.
On February 2, 2005, Alibaba announced in Beijing that it would upgrade its online transaction payment tool Alipay, and www.alipay.com was officially launched. Alibaba said that through joint efforts with Industrial and Commercial Bank of China, China Construction Bank, Agricultural Bank of China and China Merchants Bank, Alibaba will make every effort to build a unique online payment model in China, which will make a substantial breakthrough in the bottleneck of secure payment that has long plagued the development of e-commerce in China, and thus e-commerce in China will become a truly secure e-commerce and enter the peak of rapid development.
By the end of June 2005, the number of Internet users in China had reached 654.38+300 million. However, due to the three bottlenecks of credit, payment and logistics in China's e-commerce, the groups engaged in e-commerce only account for a small part of netizens. In 2002, Alibaba creatively launched the "Cheng Xintong" product, and strived to build an honest community. It has invested great energy in the authentication of Alibaba online merchants and Taobao online merchants, aiming at establishing an honest online market, so that honest online merchants can get rich first. After two years' efforts, Alipay has reached strategic cooperative relations with China Industrial and Commercial Bank, China Construction Bank, China Merchants Bank and China Agricultural Bank. With the strong support of R&D Center, an e-commerce software that invested $37 million in early 2004, Alipay has now completed a powerful upgrade of its functions. Not only can it meet the use support of Taobao's current 4.5 million Taobao merchants, but it also has the ability to expand to Alibaba enterprise users. Figure 9-6 shows the advantages and transaction process of Alibaba Alipay.
In addition, Alibaba announced that Alipay will launch a "full payment" system. For users who have been cheated and suffered losses by using Alipay, Alipay will fully compensate their losses. "If you dare to use it, I will dare to pay", and take the initiative to pay in full to protect the interests of users. At present, it is the first case in the domestic e-commerce website. On the one hand, this system shows Alibaba's determination to solve the problem of e-commerce payment and its absolute confidence in Alipay products.
After Alipay is launched, Alibaba will also carry out in-depth cooperation with the national public security network supervision department, and relevant institutions are being set up. By then, the integrity and payment bottlenecks that plague e-commerce will eventually be solved.
Alibaba's Enlightenment to E-commerce
1. China mode of e-commerce
In June 2004165438+1October 1 1, the first ISP company in China, Yinghaiwei, was cancelled by the industrial and commercial bureau. At this time, it really became the martyr of China's Internet economy. Compared with its tragic, today's e-commerce upstarts are more or less luckier than their predecessors who planted trees to enjoy the cool. From1September 20, 1987, when China's first e-mail flew over the Great Wall to China, to1March 1998, when China's first online transaction was successful, from the opening of commercial websites such as MY8848 to the profitability of many e-commerce websites in 2004, China's e-commerce experienced the initial stage from concept to application.
It should be said that Alibaba website is an outstanding representative among many profitable websites. The important experience of Alibaba's success is to form a China model close to enterprises. For e-commerce, whether it is B2B, B2C or C2C, there is a problem of integration with traditional habits. From the perspective of B2B, advanced e-commerce technology must be combined with the business processes of traditional enterprises in order to achieve great development. Traditional industries need to adopt advanced information technology to improve business processes, while e-commerce websites need to find new business models that adapt to the operation of traditional enterprises.
Alibaba's model is an online intermediary e-commerce model between enterprises. Because of its existence, enterprises can use the e-commerce service platform provided by it (the third party) to realize transactions between enterprises and customers or suppliers. According to the different service levels, e-commerce among online intermediary enterprises can be divided into simple information service provision type and all-round service provision type. Generally, the former mainly provides information about buyers and sellers. Through intermediary services, buyers and sellers can choose trading partners on a global scale. After selecting the transaction object, they do not directly trade online, but contact and sign contracts separately. In this way, the intermediary can not participate in the transaction comprehensively and deeply, and only provide simple information services. The latter refers to not only providing information services online, but also providing services that fully cooperate with transactions, such as online settlement and distribution services. Such websites require intermediaries to be particularly familiar with transactions. Alibaba chose the former. This is because, for most China enterprises, the information channel is not smooth; However, the credit system adapted to the virtual market has not yet been established, and there are psychological obstacles in online transactions. Based on the analysis of enterprises in China, Alibaba chose the direction of providing simple information services. Doing so, on the one hand, can meet the information needs of small and medium-sized enterprises to the greatest extent, on the other hand, it also avoids the difficulty of providing settlement and distribution on the website. In the charging mode, Alibaba mainly earns income by charging membership fees. This way is conducive to the service support of the website to members and improve the trust of customers in the website; It is also conducive to the emotional exchange between members and websites, and to retain customers to the maximum extent.
Alibaba has no physical products, but it uses its own supply and demand information platform to really provide enterprises with ways to reduce transaction costs. In other words, Alibaba has built a bridge between the supply and demand sides of the whole society through a reputable guarantee information platform, which has reduced the transaction cost and expanded the transaction scale. Therefore, Alibaba can continue to grow and develop in the virtual market.
2. Team and values
Alibaba attaches great importance to team building. Team spirit makes these young people on the Internet share the same goals, values and mission. They defined their mission as "making the world free from difficult business", which became the premise of all Alibaba's work. The culture they advocate is that a group of ordinary people unite to do an extraordinary thing. You can do it, I can do it, he can do it, but the key is the team. Only when the team has fighting capacity can individual strength be exerted.
In Alibaba, the most valuable thing is values. Their common values are teamwork, passion, innovation and openness. These things are all recognized by the Alibaba team. Only when a person agrees to these things can he join the company. In the process of joining, we will continue to learn, receive training and communicate. On this premise, let's work together.
Alibaba's top management has persistently translated the company's values into the actions of the whole enterprise, which has aroused public concern and is well known. Stimulate employees' passion and enthusiasm by shaping values; Through strict requirements on specific details, values are directly instilled in employees. Moreover, Alibaba regards values as a very important indicator to evaluate an employee. The ordinate of the inspection system is performance, and the abscissa is values. According to Alibaba Ma Yun, "As long as there is no problem with the values, the company can cultivate him, but if the values are not good, it is' shoot to kill'. It can also be said that values are the high-voltage line of the company, and whoever touches it will die! "
It is the establishment and formation of corporate values that make the Alibaba team have a strong innovative spirit and strong combat effectiveness.
3. Spirit of cooperation
Alibaba's promotion is well done in two words: cooperation! Alibaba's development is inseparable from cooperation with others. Without cooperation, Alibaba may not have developed so fast. Alibaba cooperates with enterprises, Alibaba cooperates with the government, Alibaba cooperates with buyers, Alibaba cooperates with other websites, Alibaba cooperates with newspapers and some media, and so on. Only through cooperation can e-commerce websites achieve the goal of development and win-win. For example, Alibaba joined hands with Industrial and Commercial Bank of China, China Construction Bank, Agricultural Bank of China and China Merchants Bank to launch Alipay, a network security payment guarantee system. "The bottleneck of secure payment that has long plagued the development of e-commerce in China will make a substantial breakthrough, and e-commerce in China will thus become a truly secure e-commerce." Its CEO Ma Yunru said.
4. Alibaba's enlightenment to the development direction of e-commerce
The future e-commerce market is bound to develop in two directions: first, scale and e-commerce portal development, and second, specialization and industrialization development. Powerful e-commerce websites may develop into large-scale and portal, such as Alibaba and HC. com, which obviously develop into large-scale and portal. They provide various information of various industries. The other kind is e-commerce websites with less strength, which are developing in the direction of specialization and industrialization, such as China Advertising Network, China Clothing Network, China Clothing Network, China Household Appliances Network, China Iron and Steel Network and China Tourism Network. These websites provide professional and centralized information and services for enterprises in a certain industry. These are two completely different directions, each with its own characteristics and advantages. Large portal e-commerce websites may not have the energy to provide professional service information of a certain industry, and specialized industry e-commerce websites cannot provide services of large portal e-commerce websites. The two complement each other, benefit each other, and take the road of differentiated competition and survival.
reference data
1. Alibaba Chinese website, Internet:
2. "World Computer" ICXO. COM: Alibaba analysis and future e-commerce market forecast, Internet:
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3. Alipay, Internet:/
4. Alibaba Business Information: Alipay has been fully upgraded to create a unique online payment model in China. Internet:
/news/details /v 1-d5463529.html