Taobao's self-operated home appliance business started.

Taobao's self-operated home appliance business started.

Taobao's self-operated home appliance business was launched. According to the official introduction, in terms of experience, more attention is paid to the performance of the transaction, so that consumers can buy more timely and definitely, thus enhancing the buying experience. Taobao's self-operated home appliance business started at a high speed.

Taobao's self-operated household appliances business 1 started. Recently, Taobao's official video number released a promotional video, officially announcing the new business of Miaosu Electric, and Alibaba's B2C retail business group fell again.

From Tmall Supermarket to Yintai's major shareholder, to the launch of Box Horse, and then to Ali B2C retail business group, Tmall's self-operated flagship store will be opened around big brands. In recent years, Ali has continuously explored the self-operated model.

The newly added Miao Suda Electric Appliance was actually listed on April 29th this year. Open the official flagship store of Taobao/Tmall Miaosuda Electric Appliances, and you can see that it is introduced as Ali's self-operated electrical appliance business, mainly with big brands, and its products cover mobile phones, computer tablets, refrigerators, washing machines, air conditioners, televisions, kitchen and bathroom appliances and other categories.

But as the saying goes, when real estate sneezes, the home appliance industry catches a cold. In the form of the current real estate market, is it appropriate to choose such a node to enter the self-operated electrical appliance business? Or is it Liu's prediction that Ali's "only way" to enter the game is a helpless move?

“JD。 COM would be a tragedy to copy a JD. COM "

Once upon a time, JD. COM's self-operated business has not been favored by Ali. In The True Story of Alibaba, published on 20 14, the author mentioned that when chatting with Ma Yun, Ma Yun talked about his views on JD.COM. COM:

“JD。 The future will be a tragedy. This tragedy is the first day I remind you. It's not that I'm better than him, but the direction. There's no way ... So, I told you again and again in the company not to touch JD.COM. Don't blame us for your own death. "

At that time, this remark also caused a small storm, and Ma Yun also came forward to clarify: "It is unfair to everyone that bragging and chatting between friends are made public, especially to JD.COM Company, which may cause unwarranted trouble and confusion. I apologize. "

Liu Ye is not to be outdone. In an interview with Liu, he confidently said:

"If I compete between two companies that can live 100 years, I believe my business model will definitely live 100 years. You see Ma Yun and others will definitely learn from us step by step. His only way out is to continue to learn from JD.COM and increase self-employment. Shang Chao began to operate independently, and electronic products also began to try to operate independently. He can only do this in the future. "

Judging from today's results, Ali has paid more and more attention to his business.

In July, 20021year, Ali announced the adjustment of organizational structure and established a new Tmall supermarket and import and export business group, consisting of Tmall supermarket and Tmall import and export business group. In June of the same year, 10 was upgraded to Alibaba B2C retail group, and its self-operated business rose to an unprecedented height in Ali.

At the same time, self-employment has indeed injected new vitality into Ali who wants to "change the living method". The proportion of its self-operated business in total revenue increased from 6% in FY 20 18 to 30% in FY 2022. In the financial report of the first quarter of fiscal year 2023 (April-June, 2022), this proportion also reached 32%, catching up with its traditional core income customer management fee. Customer management fees, including commission and advertising revenue, accounted for 35% in this quarter, down 65,438+00% year-on-year. With the increase in the weight of self-operated business and the proportion of income, the statement of "Ali JD". COM "is flooding.

CNNIC's 49th Statistical Report on Internet Development in China shows that by the end of 20021,the number of online shopping users in China was 842 million, the penetration rate of online shopping was close to the ceiling, and the traditional e-commerce business entered a "stock age" and its growth entered a bottleneck period. In the past, the development path of "striving for the scale of users as much as possible" has not adapted to today's changes. How to operate existing users well has become a problem that Ali began to consider.

"It is no longer our goal to pursue annual active users. It is necessary to increase the wallet share of AAC (annual active users) of 654.38+0 billion domestic consumers." On the evening of August 4th, Zhang Yong, Chairman of the Board of Directors of Ali, said so. Ali's strategy has changed from emphasizing user scale to emphasizing consumption quota. The increasing emphasis on self-operated business is a reflection of this change.

This time, Miao Suda Electric was officially launched, and the category started from 3C (home appliances+digital products). This approach is quite similar to JD.COM's strategy of cutting into all categories from 3C. When Ali upgraded the B2C retail business group, some Ali people said, "To exaggerate, Ali is copying a JD.COM. COM”。

However, at this juncture, can it be called a good chess?

Home appliance market with weak consumption

In the past twenty years, when real estate sneezes, home appliances will catch a cold. On the other hand, when the real estate market is hot, home appliances will rise, and the two have formed a situation of "honor and disgrace and * * *".

In the past two years, the growth rate of real estate development investment has gradually weakened. According to the data of the National Bureau of Statistics, since March 20021year, the growth rate of development investment has been narrowed for 14 months in a row, and there has been a negative growth in February in May 2022.

Judging from the data on the sales side, the scale of real estate sales this year is far less than that of the same period last year. According to the data of the National Bureau of Statistics, from June 20438 to May 2022, the sales area of commercial housing nationwide was 507.38 million ㎡, accounting for only 28.8% of the total sales area last year, down 23.6% from the same period last year. The sales amount of commercial housing was 483.37 million ㎡, down 365.438+0.5% year-on-year.

The consumption demand of home appliance industry can be roughly divided into two types, namely, new demand and upgrade demand. Among them, the new demand mainly comes from the corresponding configuration demand after buying a house, especially the "white electricity" such as refrigerators, air conditioners and washing machines, as well as kitchen and bathroom appliances. The quality of their sales is closely related to the sales of real estate.

In the case of a sluggish real estate market, the home appliance market is also under pressure this year.

According to the data of market research organization AVC, the retail sales of China's household appliances market reached 338.9 billion yuan in the first half of 2022, down 9.3% year-on-year. Compared with the market with the worst epidemic in the first half of 2020, the market scale is only slightly higher by 9.9 billion yuan.

Among them, the omni-channel retail sales of air conditioners in the first half of 2022 was 72.7 billion yuan, down15.3% year-on-year; The omni-channel market scale of washing machines was 30.89 billion yuan, down10.1%year-on-year; The retail sales of traditional kitchen appliances reached 24.2 billion yuan, down 8.4% year-on-year.

The sluggish consumption will naturally affect the performance of the e-commerce platform. It is worth mentioning that according to the data of Ovi Cloud. In the first half of 2022, the retail sales of online channels in China's household appliances market decreased by 5.3% year-on-year, which was the first decline on record. In the case of low consumption of household appliances and simultaneous decline in online channel sales, Miao Suda, who has not yet gained a foothold online, will bear a lot of pressure.

According to the incomplete statistics of the Central Reference Institute, since the beginning of this year, more than 100 cities across the country have issued various policies to liberalize the property market for more than 300 times. Among them, within one month after April 29th, more than 80 cities issued policies to open the property market more than 140 times.

With the turn of real estate policy, the home appliance market will once again welcome the support of real estate, but it does not mean that the recovery of real estate will immediately stimulate the demand for home appliances. The impact of real estate on the demand for household appliances has a certain time lag, generally 3 months to 1 year. In other words, even after the real estate picks up, the home appliance market will have to endure at least 3- 12 months. It is hard to say that it is a suitable time to go online at this time.

In addition, after years of operation, the whole system in JD.COM is relatively more perfect, both in logistics and after-sales service. At the same time, it has accumulated a certain brand reputation, and cultivated many users' consumption habits of buying home appliances in JD.COM. Besides the influence of the industry, the competition from JD.COM is also an unavoidable problem in front of Meow Speed.

Repeated epidemics, weak consumption and competition between friends and businessmen have brought uncertainty to the development of Miaosu University. Whether it can be called a good chess depends on performance.

Taobao's home appliance self-operated business started 2 Recently, Taobao's official video number released a promotional film, officially announcing the new business of Miaosu Electric, and Alibaba B2C retail business group officially started the home appliance self-operated business.

Ali and JD.COM are the products of the times.

At that time, Ma Yun vowed that JD.COM's business model and direction were a dead end. So why did Ali "repeat the mistakes of JD.COM"? COM "and take your own road of self-management of electrical appliances today?

Whether JD.COM or Ali, their success is closely related to the times. Any one of us, anything can not be separated from a specific era, whether Ali or JD.COM, they are the products of the times. At that time, China became the factory of the world, and a large number of demographic dividends provided cheap labor for the manufacturing industry, which made it possible for a large number of manufacturing industries to prosper.

When a large number of industrial products go to the market at low prices, e-commerce takes the initiative. No matter whether merchants settle in JD.COM or Taobao, there is a high threshold. Nevertheless, the e-commerce industry led by JD.COM and Taobao has greatly expanded, which has led to a large number of physical stores.

It can be said that the entity was rolled up by e-commerce, rolled into bankruptcy, and finally had to be forced to go online. When entities are forced to go online, online business has also become a fierce battlefield. A large number of e-commerce companies have entered the era of online meager profit, and any industry has abided by the 28 th principle. The vast majority of online businesses maintain meager profits, while very few businesses earn a lot of money.

JD.COM is far-sighted.

Once upon a time, Liu once vowed: "Ma Yun and others will definitely learn from us step by step, definitely. His only way out is to continue to learn from JD.COM and increase his own self-employment. Shang Chao started self-employment, and electronic products began to try self-employment. He can only do this in the future. "

Liu's right words, as far as it is concerned, have become a prophecy. Today, Ali has started his own electrical appliances. Liu is prescient because Liu Mingbai, any business model is the product of the times. Times are changing, and you will only be eliminated by the times.

Ali is confident that the era of e-commerce platform mastering the right to speak will eventually pass, because the epidemic, economic development and changes of the times will force Ali to make changes.

When Ali completes the entity, it will inevitably roll the e-commerce business.

When a large number of physical stores closed down, there was nothing to scroll on the e-commerce platform. Under such circumstances, especially the impact of the epidemic, international trade protectionism is on the rise, and e-commerce is not good.

When merchants entering the e-commerce platform cannot provide a large amount of profit sharing to the platform, Ali's revenue will inevitably narrow. When Ali can't get more profits from the merchants who have settled in the platform, Ali will reduce the number of "middlemen" and use the influence of his own platform to engage in self-employment, thus gradually expanding the profits attributable to Ali.

In the final analysis, the self-operation of the e-commerce platform is the mode of starting to roll up other businesses of the e-commerce platform after rolling up the entity. With such a large market, the e-commerce platform has increased its self-operation, which will inevitably occupy the market space of other businesses. Therefore, the suffering of merchants staying in Ali's e-commerce platform, especially those in the field of electrical appliances, has just begun.

Taobao's self-operated home appliance business started. Recently, Alibaba's brand Miao Suda Electric Appliance was officially released. This is a self-operated electrical appliance store in Ali, which started with 3C category, mainly with big brands, and its products cover mobile phones, computer tablets, refrigerators, washing machines, digital accessories, household appliances and other categories. It is understood that Miao Suda Electric officially launched its service as early as April 29 this year, and its business development was earlier than the brand release.

According to the official introduction, in the cooperation mode, the official flagship store of Miao Suda Electric Appliances cooperates with the official head brand of the electrical appliance industry. All products are official and authentic, and all products support home delivery. After sale, all goods support nationwide warranty, provide door-to-door return service, and return freight is free. In terms of experience, Miao Suda pays more attention to the performance of the transaction, making consumers buy more timely and certain, thus enhancing the buying experience.

(Image from Miaosu University official)

Generally speaking, consumers often struggle when buying electrical appliances. The tangled place is often not whether the product is good or not, but whether the after-sales service is reliable after the product goes wrong. In order to prevent "stepping on the pit", many people will choose to buy through official channels.

In the past, there were many merchants selling electrical appliances on e-commerce platforms. Once the product has product quality problems, users need to toss time on consignment. Transportation costs are often borne by users themselves, and there is no way to guarantee the quality of maintenance.

The e-commerce platform publishes its own brand, which is equivalent to opening a store for users. The logistics and after-sales service of goods in the store are also arranged by the platform. Alibaba's Taobao and Tmall are well-known platforms, and their service quality can stand the test of time. At the same time, products also have better pricing.

At present, Alibaba's retail business group has joined Tmall Taobao Fresh and Miaosuda Electric on the basis of the original Tmall Supermarket, Tmall International, Tmall Luxury and Koala Sea Purchase, and its lineup is getting stronger and stronger.

(Image from Tmall official)

It seems that Miao Suda Electric Appliance is more of a supplement to Alibaba's self-operated flagship store. On the one hand, it can provide a more reliable service chain and let consumers spend less time on annoying after-sales service. In contrast, JD.COM has been cultivating its own flagship store for many years, especially electrical appliances, and its competitiveness is among the best in the e-commerce industry. As an e-commerce giant, it is also the only way for Alibaba to develop its own flagship store model.

It is believed that the advantage of self-operated flagship store lies in the service chain. If you lose the chain in the most critical service and product quality, you will naturally not be favored by consumers. I hope Miaosu can stick to the initial intention of providing quality services and gain market recognition.