Alibaba is opening an offline commercial horse race.
In its 20021first quarter financial report, it was revealed that there are three plans to increase investment: community e-commerce MMC, Taote and local life service. Among them, MMC and local life two major business groups, all roads lead to the same goal, aiming at the offline.
Horse racing, giving the opportunity to see who runs out first, and then placing the key bets, is a strategy for large enterprises to develop new business. Its advantage is equal opportunities, and people who can come from above will not miss the opportunity in the general direction. Its hidden worry is involution and even internal friction.
We might as well borrow community e-commerce to see who Ali's horse runs fast.
MMC leads.
In March, 20021,Ali community e-commerce group (hereinafter referred to as MMC) was established. The leader is Dai Shan (flower name: Su Quan), Ali partner, president of B2B business group, and reports directly to Zhang Yong.
Dai Shan is the first person to conquer the world with Ma Yun and belongs to one of the "Eighteen Arhats".
Dai Shan graduated from Hangzhou Dianzi University. Like Jin, she is a student of Ma Yun. It is said that Ma Yun is going to resign and start a business. He found these classmates who usually have a good relationship, and they agreed without much hesitation.
Ali B2B Division has always been known as the "Iron Army". After Dai Shan led MMC, she made it clear at the internal meeting that there would be "no upper limit" on the investment in community group buying. Interestingly, Didi Cheng Wei's orange heart preference in June 5438+February last year was also called "no upper limit", and he also came from the "Iron Army".
In addition to MMC, Daishan is also in charge of Alibaba Group's Class B business group, Box Horse business group and agriculture-related business.
Born out of class B genes, Daishan also used an explanation of serving small B for the positioning of MMC: focusing on the digital upgrade of 6 million couples' wives' shops. Call yourself not a community group purchase, but a "near-field e-commerce".
Perhaps it is precisely because the "head" has been replaced by a mom-and-pop shop that the cut-in of the small B-end has become more stable. Whenever a media asks Ali MMC, is it necessary to integrate with the shrinking tenth club? Ali's answer is always cold: 10 club has no business relationship with MMC.
Although the tenth club is a company invested heavily by Ali for four rounds, it still faces the embarrassment of not being able to hold its thighs.
In terms of business model, the back end of MMC integrates the supply chain resources of Ali Digital Agriculture, Gaoxin Retail, Taote, Box Horse Market and Ali Retail Link, while the front end connects convenience stores through Ali Retail Link, and the logistics is supplemented by the network foundation of rookie. You can still think of it as doing business with B-side thinking.
Benefiting from the resource sharing between Round B and Ali Ecology, the 1 0,000 digital agriculture bases built by Ali Digital Agriculture are gradually connected to MMC. Although MMC business group has only been established for half a year, its growth rate is very fast. Q 1 quarterly financial report shows that the GMV (total merchandise transaction) of Ali community e-commerce increased by about 200% month-on-month, much higher than the overall growth rate of Amoy e-commerce.
Dai Shan seems to be a key figure who is good at integrating Ali's internal resources. But one problem that can't be ignored is that the compatibility between MMC and box horse is not enough.
Box horse is free
The original box horse business group was headed by Dai Shan.
At a meeting of group presidents in mid-September, 2020, Zhang Yong announced that Box Horse Business Group would set up Box Horse Optimization Division (renamed Box Horse Market three months later) and officially entered the track of community group buying. Hou Yi, president of Box Horse, is directly responsible and reports to Dai Shan.
However, after a new round of personnel adjustment on August 23rd this year, Hou Yi (flower name: Sigh), president of Box Horse Group, changed to report directly to Zhang Yong.
As for the reason, according to LateThelateer, an Ali person once said that internally, the relationship between Houyi and Daishan was not harmonious.
Regarding the relationship between Box Horse and MMC, Hou Yi even bluntly said that "it is nonsense to say that there is no competition".
Different from Daishan's resource integration style, Houyi's Box Horse emphasizes "quick trial and error, quick iteration".
Under this guiding ideology, Box Horse has successively launched nine community retail formats, covering almost all community commercial formats, from Box Horse Fresh Life, Box Horse mini, Box Horse Post Station, Box Horse X Member Store, Box Horse Food Market and Box Horse F2 to Box Horse Neighborhood.
Among them, Box Horse Neighborhood is regarded by Hou Yi as "the most important business of Box Horse in the next decade". From the first store on April 28th, 20021year, it expanded to 400 stores in less than three months, which is rapid.
A major controversy of the box horse model lies in the "heavy" direct sales. What's more, it is necessary to build all kinds of infrastructure-it can supply normal temperature warehouses, frozen warehouses, fruit industrial parks and flower processing centers all over the country, as well as more than 90 provincial warehouses, processing centers and temporary seafood breeding centers. It is impossible to establish a fresh supply chain system covering many key cities in China without burning money.
Although it is still providing large subsidies, at present, the box horse market has only achieved 6-7 million orders per day. This figure is obviously lower than the order of150 ~ 200 billion yuan selected by Midea Group, and even lower than the order selected by Sheng Xing. It will take time to occupy the market.
Local life is concentrated in the periphery.
As the third way, local life may be more important than the first two business groups.
Li Yonghe (flower name: Mrding), president of 58 Tongcheng Retail Group, resigned after Ali invaded female employees. Yu Yongfu's territory was inadvertently expanded. He served as the CEO of Local Life Company, continued to be in charge of local life company, Gaode, Zhu Fei and other life service sectors on behalf of the Group, and concurrently served as the president of the restructuring retail business group in the same city, reporting directly to Zhang Yong.
Like Dai Shan, Yu Yongfu also holds a seat as a partner of Ali. The two have made a big fight in business integration. Yu Yongfu just took the lead in taking a taxi with Gao De some time ago.
From the perspective of service scope, Taobao Tmall serves the whole country, the retail service city in the same city, and the local life service is people-centered within 3 kilometers-the ground business is almost in the hands of Yu Yongfu.
In the analysis of Bohu Finance, this local retail system in life+may come out before MMC, a community e-commerce.
From MMC, box horse to life in the same city, Ali, the troika, is a common opponent.
As for the US Mission, Wang Xing personally questioned the community e-commerce business.
It's hard to say whether Ali, who attacked the horse race, won, or the US group, who was personally in charge, won.
How to reduce internal friction and avoid making wheels repeatedly may not be the biggest concern of a big enterprise like Ali, but it is more concerned about not falling behind in the new battlefield.
Reference message:
1. China Economic Weekly: Ali has increased the MMC business group, and Daishan is a partner. If it is not a community group purchase, what is it?
2. Cover News: Will the 10th Club be strategically integrated with Ali MMC? Ali's exclusive response: no business dealings with him.
3. Latete Post: organizational adjustment of Ali: Yu Yongfu served as CEO of local life, Box Horse returned to the group, and partner Wu Minzhi worked for Ant Group.