What Is The Obvious Difference Between Taobao And Tmall?

Four more days, 2017.

It's going to be on.

According to the world clothing shoes and hats net, in this year's Taobao double 12, from the people, net red, to the world,

The regional special products and different types of special sellers become the most active members of the venue. The personalized merchandise displayed by the featured sellers coincided with the theme of Taobao double 12 this year.

From goods stall to red man stage

Taobao has gone through 14 years. With the gradual rise of the consumption pattern of B2C, what is the obvious difference between Taobao and its hatched Tmall? For Alibaba, the difference between these two platforms is very obvious. When Tmall B2C platform achieves brand power, the function of Taobao platform as a personalized entrepreneurial position becomes more prominent.

The original Taobao is really just offline. It simply refers to the product stalls of the Internet. Now Taobao's products stalls are gradually out of date, replaced by original shops with personality and temperature. These businesses are already a stage, the shopkeeper is the main corner, and the fans are the audience.

The division between Taobao and Tmall is like the street stores and chain groups in the catering industry.

The advantage of chain restaurant group is its scale and standardization. The advantage of Street store is its uniqueness, and the connection between customers based on this uniqueness. Just like the "late night canteen" in Japanese comics and film works, the most important thing in the late night dining hall is not to eat, but the life shared by shopkeepers and diners.

The same is true of Taobao specialty stores.

No matter the handicraft of manual iron pot who inherits a hundred years of craft, or is a big shop specializing in sports limited money, the characteristic shopkeeper has another identity attribute besides selling goods, which is the "enthusiast" in this field.

The consumption of characteristic shops is actually an interaction process between buyers and shopkeepers. Buyers are not only buying goods but also trusting the shopkeepers.

Characteristic shops have become the absolute backbone of Taobao.

Based on vertical and social attributes, featured shops have stronger user stickiness, more repeat customers, and even a direct understanding of shopkeepers.

For familiar customers, Taobao's specialty shops are like the breakfast stalls or late night barbecue stalls. They are not just a channel to buy a commodity, but a part of life.

Best footnote for Taobao diversity

American Chris Anderson put forward the "long tail theory" which has been regarded as a classic in the Internet world.

The magic of the Internet lies in its effective integration of all the information in the world, so that the needs of the long tail, the small ones, which are difficult to meet the needs of the economies of scale can be consolidated.

To put it simply, Cosplay

It is a typical niche demand. The absolute proportion of people playing Cosplay in all the crowd is not high. If the entity store is opened, it may not sell a few costumes in one area. However, when the Internet platform is rising, online Cosplay shops can directly touch the national and global interests, so the industry can be developed.

"Sub culture" thriving on Taobao is an example of the diversity of Taobao platforms.

From the two dimension to the overhead culture, from punk culture to street culture, although they do not occupy the central position in mass media, they have a large number of young fans.

Taobao's increasingly prominent community attributes enable more and more niche interests and needs to support new shops and new red men. These new forces will further enhance the quality of Taobao platform and form a positive cycle.

"New retail" drives consumption upgrading

Taobao's featured sellers are consciously participating in the new retail revolution.

The essence of "new retail" is the reconstruction between people, goods and fields. In the past, people decided to buy what they wanted to buy, and then bought goods to form a consumption field. In the new retail form, people first chose their own "field", and then bought goods based on the "field".

Whether it's a box horse or a Taobao, whether it's the brush face of the subway or the smile payment of Tmall supermarket, it is actively constructing a complete consumption scenario for consumers.

Taobao's distinctive sellers can excavate new needs in the consumption scenario outside the traditional category.

Real demand often appears at the intersection of consumption function and specific attributes of consumer groups. For example, the beauty of pregnant women, and children's furniture, more and more consumer demand is found and satisfied by the characteristic sellers on the Taobao platform.

This has promoted a new round of consumption upgrading in China and made Chinese life more quality.

"Featured sellers" boost the restructuring of the industry chain

The upgrading of consumption can not be separated from the combination of functional consumption and style consumption. Functional consumption is related to quality and style consumption is about forcing prices.

The advantage of Taobao's characteristic store is to integrate the two accurately and influence the characteristic sellers, and actively promote the reorganization of the industrial chain.

An ordinary child bicycle can only be sold for more than 100 yuan, because its homogeneity with other products may not be sold well; however, if the animation elements such as Hello Kitty are officially authorized, they will sell well at a double price.

The combination of functional elements and style elements, the collision between basic consumption and creative consumption, brings imaginative growth space.

More interesting reports, please pay attention to the world clothing shoes and hats net.