Traditional Culture Encyclopedia - Photography and portraiture - Mobile Internet platform open model case: Taobao creates an e-commerce ecosystem
Mobile Internet platform open model case: Taobao creates an e-commerce ecosystem
Mobile Internet platform open model case: Taobao creates an e-commerce ecosystem
In terms of openness, Taobao is undoubtedly the best in China. Taobao has been an open platform since the day it was born. . As long as your products are legal, you can sell them on Taobao. As long as you have the ability, you can provide services on Taobao, whether it is model photography, express delivery, customer service training, etc.
Taobao Open Platform (TOP) refers to the open e-commerce service basic service framework for third parties provided by Taobao. It aims to use the open API as an opportunity to form a multi-interface The open platform attracts a large number of partners to gather into a business ecosystem.
The launch of Taobao’s open platform is precisely to deliver a series of basic e-commerce services such as Taobao’s products, users, transactions, and logistics, like water, electricity, and coal, to consumers and merchants in need. , developers, community media and all walks of life. This is the essence of the "Big Taobao" strategy, whose essence is to insist on an open platform. In order to promote the "Big Taobao" strategy, 2011 was positioned as Taobao's opening year. Taobao allocated 300 million yuan in support funds to help developers grow. Taobao fully and deeply opened up in the fields of seller business, buyer business, wireless, logistics, etc., and introduced third parties. Developers, enterprises, and service providers work together to promote the rapid and healthy development of the e-commerce ecosystem. On the basis of the original openness of PC-side seller applications, third-party business has been fully expanded to buyers and mobile fields. By the end of 2010, 300 APIs had been opened, with 700 million calls per day, 110,000 registered partners, 30,000 online applications, 1 million application sellers, and seller income of 16.5 million. Today, Taobao has become my country's largest e-commerce website. In 2012, Taobao's transaction volume exceeded 1 trillion yuan, and in 2012 during the "Double Eleven" festival, the transaction volume reached 19.1 billion yuan. It is through the openness of its platform that Taobao has built a huge e-commerce ecosystem, thus changing the mainstream lifestyle of society.
It can be seen that the opening of the Taobao platform starts from the IT seller service field, then extends to the seller service field, and then expands to the buyer field; on the other hand, the Taobao platform starts from the PC The openness of terminals extends to wireless openness.
Nowadays, many star plug-ins have been born on Taobao, such as SNS application software such as "Tao Shopkeeper" and "Tao Li Tao Wai", and marketing analysis and statistical software such as "Xiao Ai Analysis" and "Hao Shop" , video services, fitting rooms, Nokia Widget, Taobao mobile shopping and other applications.
Alibaba's mission is to "make it easy to do business in the world." Taobao is based on this mission and provides a most enjoyable platform for small and medium-sized enterprises. Today, Taobao provides free IT services to small and medium-sized enterprises, arming them with Internet technology. At the same time, it also provides financial services to the majority of small and medium-sized enterprises and solves financing and other problems. The purpose is to "retain" more and more small and medium-sized enterprises. "On the Taobao platform.
From the perspective of Taobao’s profit model, the main sources are:
(1) Profit through Alipay. The vast majority of Taobao's transaction volume is completed through Alipay, and it relies on Alipay's huge advances, accumulated funds and Alipay's credit system to conduct lending business.
(2) Make money by providing online advertising. At present, advertising is the main source of Taobao's revenue. For example, Taobao launches banner ads about merchant brands, and there are also ads that pay according to clicks and transaction volume.
(3) Charge fees by providing value-added services to merchants. For example, the paid window recommendation space, store management, decoration tools, Xiaoai analysis, etc. launched for sellers can achieve profitability.
(4) Technical service fee needs to be paid by the merchant in one go.
Over the past few years, Taobao’s open platform has truly created value for sellers and buyers, making Taobao’s services more complete and the platform more attractive. Taking Tangshi Clothing's official flagship store as an example, before accessing the Taobao open platform, its daily order processing capacity was around 600 orders, and after access, it reached more than 1,500 orders; after access, the staff was reduced from 4 to 1; due to the The return rate for untimely goods has been reduced from the original 15% to less than 0.1%, and customer satisfaction has been greatly improved.
Summarizing the successful experience of Taobao’s open platform, the main points are: have an open mind, maintain the fairness and principle of platform openness; open user data, user relationships, traffic and other core values ????to partners ; Cooperation is a win-win, allowing partners to continue to grow; always adhere to the concept of customer first, and implement it; ensure the success rate, stability and security of API call data.
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