Taobao - Massive and Fast Growing Consumer Community...4 Rapid Growth of New Users And Potential...
Transcript of Taobao - Massive and Fast Growing Consumer Community...4 Rapid Growth of New Users And Potential...
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Taobao - Massive and Fast Growing Consumer CommunityJIANG Fan, President of Taobao
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Taobao Models
Specialists
Live-stream Anchor
TV StationsBeauty
Adviser
Organizations
Internet Celebrities
Shopping Advisers
Designers
Incubation Home
Retail outlets
Farmers
Celebrities
Buyers
KOL
Multi-channel Network
Taobaoke
Magazines
Nutritionists
Merchants
⾼高速增⻓长的⽣生活消费社区
Fast Growing Consumer Community
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整体⽤用户规模⾼高速增⻓长Mar 2016 Mar 2017 Mar 2018
617507
410
617 million Mobile MAU 552 million AAC
FY2016 FY2017 FY2018
552
454423
Up 98mn YoY in FY2018Up 110mn YoY in FY2018
Rapid User Growth
(1) (2)
Notes: (1) China retail marketplace Mobile MAU for the month ended March 31, 2018(2) China retail marketplace annual active consumer for the fiscal year ended March 31, 2018
Million Million
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Rapid Growth of New Users And Potential Users Market 新⽤用户及潜⼒力力市场⽤用户⾼高速增⻓长
11%
14%
Jan-Aug 2018
7%2%
91%
under 18 above 50 other age groups
Growth of Users Under 18 and Above 50 Is Accelerating
Jan-Aug 2018CY2016
Less Developed Areas Other Cities
62% ~70%
Growth of Users From Less Developed Areas Is Accelerating
Jul 2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018
新⽤用户⾼高速增⻓长,2018年年8⽉月同期增⻓长88%
Rapid Growth in New Registered Users 88% YoY Growth for August 2018
CY2016
Users Breakdown by City TierNew Registered Users Breakdown by Age
75%
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天天特价订单增⻓长
Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18
淘⾦金金币规模增⻓长
30%+ YoY Growth for August 2018
Jul-17 Oct-17 Jan-18 Apr-18 Jul-18
350%+ YoY Growth for July 2018
Growth in DAU of Taobao Points Growth in Number of Orders From Taobao Daily Deals
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Rapid Growth of New Users And Potential Users Market 新⽤用户及潜⼒力力市场⽤用户⾼高速增⻓长
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信息流
Recommendation Feeds
商家运营模式
Merch
ants
Opera
tion
新市场
New Ma
rkets
内容化
Content Generation 2018 Taobao
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Recommendation Feeds 信息流
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信息分发更更⾼高效⽤用户体验更更简单
Simpler User Experience More Efficient Information Distribution
分发内容更更多样
More Diversified Content
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New VersionRecommendation Feeds
Old VersionModules
Recommendation Feeds信息流
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Old VersionModules
New VersionRecommendation Feeds
Recommendation Feeds信息流
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From Product Listing to Diversified Content从商品拓拓展到更更丰富的内容
Activities活动
Products商品
Rankings榜单
Topics主题
Online Marketing⼴广告
Live Stream直播
Channels频道
Customer Engagement营销
Short-Form Videos短视频
New VersionRecommendation Feeds
Recommendation Feeds信息流
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Content Generation 内容化
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Number of Registered Content Creators
Over RMB3 billion 1.6 million +
Impact of the Content Ecosystem Increased Significantly内容⽣生态规模⼤大幅增⻓长
内容化成果
Rapid Growth in Live Stream and Short-Form Videos直播、短视频领域迅猛发展
1.9 billion 20 minutes + 100%+Content Generation Pays Off
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内容创作者收益 内容创作者规模 短视频⽇日均观看 ⽇日均直播观看时⻓长 直播⽉月活增⻓长速度
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Daily Average Short-Form Videos Views Daily Average Time Spent by Live Stream Viewers Live Stream MAU YoY GrowthIncome Earned by Content Creators
Notes: (1) For the Twelve Months Ended August 31, 2018(2) As of August 2018(3) For April to June 2018
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100%+ MAU YoY Growth for April - June 2018 GMV Driven by Live Stream Increased by 350% YoY for April-June 2018
4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018 4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018
Rapid Growth of Live-Stream Sessions
4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018
2018年年4-6⽉月MAU同⽐比增⻓长100%+ 2018年年4-6⽉月直播带来成交同⽐比增⻓长350% 直播场次⾼高速增⻓长
内容化-直播Content Generation - Live-Stream
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Comprehensive Live-Stream Ecosystem多场景全覆盖的直播⽣生态
Advisers客服
Live-Stream Anchors主播
Buyers买⼿手
Variety Shows IP直播综艺IP
Merchants卖家
Promoters⻔门店导购
Global全球
Rural农村
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商品展现中可呈现视频占⽐比从15%到42%
Recommendation Feeds信息流
Weitao微淘
“Crazy about Shopping”爱逛街
Product Details宝⻉贝详情
Storefronts店铺
Search搜索
短视频赋能商家全链路路
15% to 42%Product Page View With
Short-Form VideosShort-Form Video Empowers Merchants Throughout Consumer Journey
Notes: (1) For August 2017(2) For August 2018
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The Case for Short-form videos短视频案例例
58% Increase in
Conversion Rate单品成交转化率提升
94%Product Listings with Videos全店商品的视频占⽐比
Tutorials and reviews
教程&评测
Brands and creativity
品牌&创意
Product highlights核⼼心卖点
In-depth analysis深度解析
Video reviews评价视频Buyers’ sharing
买家分享
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58% Increase in
Conversion Rate单品成交转化率提升
94%Product Listings with Videos全店商品的视频占⽐比
Courses and reviews
教程&评测
Brands and creativity
品牌&创意
Key selling points核⼼心卖点
In-depth analysis深度解析
Video reviews评价视频Buyers’ sharing
买家分享
The Case for Short-form Videos短视频案例例
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2.9mn+Reviews from Buyers with Photos or Videos Per Day
22mn+Daily Average Buyers Who
Left at Least One Review on Platform
Consumers’ Participation in Content Creation and Community Interaction
消费者参与内容创作和社区互动
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Content Generation- “Buyers’ Shows”内容化-买家秀
Notes: (1) For the Week of August 1, 2018
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Merchants Operation 商家运营模式
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Diversified Marketplace多元化的市场
2016 2017 2018
China Retail Marketplaces GMV Contribution From Merchants With Featured and Original Products Continues To Grow
原创特⾊色商家的GMV占⽐比快速上升 100,000
17%+
Number of Merchants with Featured and Original Products原创特⾊色商家数量量
of China Retail Marketplaces GMV 原创特⾊色商家GMV占⽐比
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Notes: (1) For the Year Ended March 31, 2018
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Live Stream
Search
Taobaoke
Store DecorationBuyers’ Shows
Group ChatShort-Form Video
Customer Service
Weitao
KOL
Banner AdMultiple Formats of Merchants Operation多样的商家运营阵地
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促进珠宝⾏行行业增⻓长
Jan-2016 Apr-2016 Jul-2016 Oct-2016 Jan-2017 Apr-2017 Jul-2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018
Jewelry Industry Benefits from New Ways of Merchants Operation
海海外买⼿手带动全球购业务增⻓长
Jul-2017 Aug-2017 Sep-2017 Oct-2017 Nov-2017 Dec-2017 Jan-2018 Feb-2018 Mar-2018 Apr-2018 May-2018 Jun-2018 Jul-2018
New Ways of Merchants Operation Transforms Industry 新运营模式改变淘宝⾏行行业
Weitao
Taobao Global Buyers Enhance GMV Growth
Weitao Group chat
Notes: The dips in the charts are due to Chinese New Year impact.
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2018 INVESTOR DAY
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Within TaobaoBeyond Taobao
OnlineOffline
Products
Past Focus on Traffic
Present Focus on Scenarios
FutureFocus on Customer Management
Quality
Operation
Fans
Centralized Passive
Evolution of Merchants Operation商家运营模式的变化
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New Markets 新市场
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53%Users are MaleMarketplace for Second-Hand Items
15mn+Annual Active Sellers
[1] [2]New Market – “Xianyu”新市场-闲⻥鱼
Notes: (1) For the Twelve Months Ended August 31, 2018.(2) For August 2018
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Marketplace for Second-Hand Items
Men’s Apparel
Agricultural Equipment
Mobile Phones
Cartoon and Anime-Related Products
2017.6 2017.7 2017.8 2017.9 2017.10 2017.11 2017.12 2018.1 2018.2 2018.3 2018.4 2018.5 2018.6 2018.7 2018.8
2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7
F2Q18 F4Q18 2017.9 2017.11 2018.1 2018.3 2018.5 2018.7
2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7Notes: The dip in the charts is due to Chinese New Year impact.
New Market – “Xianyu”新市场-闲⻥鱼
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阿⾥里里拍卖,重新评估⼀一切Alibaba Auction
新市场-拍卖New Market - Auction
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2018 INVESTOR DAY
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88VIP会员Early Stage Membership Program Shows Momentum
XiamiYouku Taopiaopiao(2)Ele.me
Tmall ImportTmall Supermarket Selected Brands
Every 100 88VIP Members
Bring in New Users to the Following Services(1)
38
Youku
32
Ele.me
27
Taopiaopiao(2)
Notes: (1) As of August 2018(2) Our affiliated business
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