Taobao starts a business, where is the next gold mine?

　　"When I walk across the mountains, the mountains don't speak, and when I walk across the sea, the sea doesn't speak."

　　——"The Return of the Condor Heroes"

　　This is a poem from Jin Yong's novel "The Return of the Condor Heroes", which symbolizes Guo Xiang's love for Yang Guo, and also symbolizes his first love, which lasts forever. This sentence was quoted by Jack Ma and was placed at the opening of the Alibaba documentary Dream Maker.

　　Alibaba's IPO in 2014, and no one believes that this entrepreneur, who was rejected by thirty venture capital companies in history, can reach this day.

　　It is said that e-commerce is a road of no return. Some people make a fortune, while others lose money. The e-commerce industry has experienced too many reforms and generations, and marketing methods and marketing platforms, major e-commerce giants have set up their own "exclusive festivals".

　　Among them, Taobao is the most popular, with transaction volume from 34 million to 3 trillion yuan, from 10,000 users to online shopping for all. Taobao’s 15 years have led the times and created the glory of China’s e-commerce!

　　But no business form is eternal. "When the stage is done, what is the key, the key people cooperate with the critical period." E-commerce has been developing for more than ten years, and the feeling that it gives the world a good reputation is that it changes too fast, so fast that even Jack Ma has to be cautious, and there are so many delicate things hidden under the drastic moves.

　　However, the world is not decided by Jack Ma alone. Tencent WeChat is showing its edge and vertical e-commerce is rising one after another. This enviable "big cake" is finally about to be divided up. Jack Ma began to be anxious and ordered the team to develop communication to block WeChat. He even shouted a challenge slogan: I would rather die on the road and never live in the WeChat group.

　　Later facts proved that although Alibaba invested so much resources in LaTiantong, it still did not shake the status of WeChat and QQ, which made Jack Ma extremely anxious.

　　A hundred schools of thought contend, and vertical e-commerce is rising one after another!

　　The list of "Top 100 Chinese Internet Enterprises in 2016" shows that among the top 100 e-commerce companies are on the list, and there are even some start-ups that have been under three years. Vertical e-commerce is developing vigorously, and large platforms may not have taken all of them to become well-known highlights.

　　As early as 2012 and 2014, companies such as Vipshop and Jumei Youpin began to land on the New York Stock Exchange under the shadow of giants, which is enough to show that the "first super" era is slowly changing. The rapid differentiation of Internet traffic has forced Taobao to accelerate its development process.

　　Small and medium-sized sellers who rely on Taobao have become the inspection products of the times. Taobao sellers who can persist for five years are called miracles, and it is extremely difficult to stay. When the dividends of mobile Internet begin to fade and the cost of acquiring customers remains high, facing the market environment where there are too many monks and less porridge, how to survive 6 million Taobao store owners is still an unanswered question.

　　In 2017, Jack Ma called it the first year of new retail, signed a strategic cooperation agreement with Bailian, entered the fresh food field, and developed unmanned supermarkets. Alibaba's black technology seems to be opening up for new retail. Online traffic began to shift offline, and the once-hit real economy has risen again, and various fields are developing leaps and bounds, but all this seems to have nothing to do with the 6 million Taobao sellers. Not only that, they are complaining more and more about Jack Ma and are increasingly dissatisfied with their own survival situation. Feeling gradually marginalized.

　　Jack Ma said: The era of pure e-commerce has passed, and the next ten years will be the era of new retail, and online and offline must be combined in the future. The essence of logistics is to eliminate inventory. But for small and medium-sized Taobao sellers, this transformation requires a lot of reserve funds, which alone is prohibitive.

　　In the past 2017, neither the "black swan" nor the "rhino incident" have caused shock in China. China will become the center of the world, and China's e-commerce may lead the future. In Lao Gao's view, in 2018, the gold mines of Taobao's entrepreneurship are mainly reflected in these aspects.

　　1. Cultivate celebrities, personalize products, and integrate upstream and downstream supply chains

　　Every year on Taobao Double Eleven, there are two types of winners: one is the Tmall store that has already been in the limelight such as Uniqlo and Nike, and the other is the celebrity store that relies on social platforms such as Weibo. Among them, Weibo celebrities such as Zhang Dayi, Xueli, and Anna's family are the most eye-catching. The sales volume exceeds 100 million in just one day, which is amazing. Live streaming of celebrities has become a way for everyone to imitate, and merchants empower products in their personal name, create celebrity IP, and generate disruptive economic benefits with the help of low-cost online promotion. E-commerce internet celebrities are not equal to celebrities. They have their own unique insights and definitions about dressing, which makes ordinary people prone to dependence and trust. While online publicity and marketing, we should control product quality and product research and development, integrate online and offline supply chains, and make product refinement.

　　2. Deepen products and services, lay out all channels, and do a good job in fan precipitation

　　If the live broadcast promotion of the celebrity is the most gorgeous tower of Oriental Pearl, then the excellent product quality is its strongest tower body. No matter in any era, products are the core force. Whether it is online or offline, we use means to match the products and clarify the primary and secondary. Short video benefits are at the forefront, and video channels such as Kuaishou and Douyin are blooming everywhere. More and more sellers are beginning to realize that diversified promotion has occupied a very important position, strengthen their influence, and do a good job in "loyal" fans. What we emphasize here is real fans. Only real fans will become precise users and support the long-term development of the product.

　　3. Explore the existing market and guide users to upgrade their consumption

　　Since the global financial crisis in 2008, exports have gradually become difficult, and most merchants have begun to focus on their domestic market. The domestic stock market is full. The phenomenon of homogeneity is becoming more and more serious. How to get a share of the stock market is the key to the development of merchants. At the same time, for consumers, competition has also intensified the new upgrade of consumption. Different groups have different preferences, and consumption of classes (middle-class) has risen. New products such as KFC and McDonald's are being updated more and more quickly, and each new product focuses on different groups. Due to this constantly renovated sales strategy, consumers can continue to maintain a sense of freshness, resulting in high demand.

　　4. Make an alliance

　　The current trend of e-commerce is already clear. The two giants represented by Alibaba and JD.com are strong and dominate the world. What's even more difficult is that the big guys are joining forces, and the "grassroots want to rise" is comparable to climbing the sky. Occasionally, people like Pinduoduo have to deal with each other smartly between Taobao and WeChat. At this time, for small sellers, they should go together, and fighting alone will eventually drift away. I have been engaged in e-commerce for 10 years and started my business with an e-commerce circle. These 10 years of experience tell me that the future will belong to those who work together and form alliances.

　　There are many ups and downs on the road to entrepreneurship, and small teams have to go through too much suffering in the face of big waves. How to seize future opportunities is not an easy thing. Someone always asks me, Lao Gao, why can you achieve such great success? Without so many brothers' support, I wouldn't have developed to this day.

　　Opportunities are always prepared for those who are prepared. Jack Ma often warns entrepreneurs that starting a business is most afraid of being invisible, unable to understand, looking down on them and being too late.

　　In 2018, the turning point is coming, and the future is coming. I hope that all independent brands can live a long and never lose.

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