Hangzhou, Yuntao headquarters. Pen % fun % Pavilion www.biquge.info

"Yijia Group is now thriving, and the ecology that Du Jiayi said seems to have a prototype." Cai Chongqi said enviously and jealously.

As a veteran figure of Yuntao, Cai Chongqi is currently the chairman of Alipay, and in 03 years, he also briefly served as the chairman of Yuntao, and is the right-hand man of Ma Yun.

Ma Yun flipped through "Snow Mountain Flying Fox" and said calmly: "He is the proposer of the ecological concept, and only he knows best how to go on this road." ”

"We're following behind and it's inevitable that he's way ahead. There is nothing good to follow, and we still need to find an ecosystem that suits us. ”

Yijia network is centered on communication and social networking, while Yuntao is e-commerce, and the development of Yijia is not suitable for Yuntao.

Cai Chongqi was silent for a moment.

The more dazzling the Yijia network is, it proves that the Internet ecosystem is a huge potential. Whether it is Penguin or Yuntao, it is insufficient in content production, and the progress of the complete ecosystem is much slower.

"Where has our big cloud Tao strategy been implemented?" Ma Yun asked.

The strategy of Yuntao is the process of transforming Yuntao from an online store platform to an e-commerce infrastructure platform to help merchants enter the e-commerce field with low cost and high efficiency. To help traditional enterprises transform, small and medium-sized enterprises can build an e-commerce platform with the help of the overall solution provided by Yuntao and introduce more merchants.

The first step of the strategy is to open up the platform between Yuntao and Aba to form a B2B2C business chain, and the second step is to convene all e-commerce outsourcing suppliers to provide personalized products and services for Taobao sellers and small and medium-sized enterprises.

In general, it is to improve the industrial chain, all the resources, and Yuntao is the most critical part.

In fact, this strategy was proposed two years ago, but the general environment at that time was not good, and the Malaysian Movement was forced to abandon this strategy and adopt a more stable development strategy.

However, Yuntao.com has experienced the departure of high-level management, the reorganization of its internal structure, and the impact of Bonjour Mall on Yuntao e-commerce, so it has to regain the big Yuntao strategy.

All of Yuntao's businesses require blood transfusion from the group, and the future of Alipay's industry is not optimistic. Compared with the bold opening of Yijia wallet, Alipay is too conservative, which restricts the development of Alipay. Although it has become a large third-party payment platform, Alipay still has not gotten rid of the shadow of Yuntao, and it is facing the sniping of Tenpay and Yijia Wallet.

Yuntao Mall is also in trouble. After the launch of Yuntao Mall, Yuntao sellers were extremely resistant, believing that there was no substantial content, but they had to pay more commissions.

is also doing O2C, Bonjour Mall does not have the skipping of platform sellers, and its development is more rapid. The emergence of Yuntao Mall was originally used to stop Bonjour Mall, but now it has not played any role in suppression, and Bonjour Mall has steadily become the leader in the domestic O2C field by virtue of its differentiation.

"Yuntao Mall has redone the search engine and promotion model, and will carry out multi-faceted promotion of the formulated products. It has entered the final testing stage and will be able to go live in the near future. ”

"The mall is O2C, which is different from our original business, and it is called Yuntao, which will make it difficult for users to figure out the positioning." Ma Yun thought for a while and said, "It turns out that many enterprises and merchants in the platform have to move to the mall, and the mall must be free of fakes, fast logistics, and high service standards." ”

As a C2C platform, there are too many small individual merchants, and it is difficult for the platform to supervise in place. In addition, the types of logistics used are different, and the arrival time of the goods cannot be guaranteed, and the reputation and credit level are uneven.

"Since we want to reposition the mall, it doesn't seem appropriate to call it Yuntao Mall." Cai Chongqi said.

"Do we need to change the name of the mall and set a logo?"

This kind of big event involving the brand still has to be made up of ideas by the head of Ma Yun.

"The logo of Bonjour Mall is a dog, so our logo is a cat, cats and dogs cannot coexist, and we must overwhelm Bonjour in O2C."

"Tmall's pronunciation is very close to Tmall, and it also conforms to our logo, so we want Tmall. Cats are sexy and tasteful, and Tmall online shopping represents fashion, sexiness, trend and quality; Cats are naturally picky, picky about quality, picky about brand, picky about environment, and this happens to be the quality we want to focus on. ”

The most important thing in the big cloud Tao strategy is to create an O2C mall that can snipe Bonjour, and change the name of the cloud Tao mall to Tmall Mall, which is a break from the chaos of the past, marking a new stage of O2C.

In addition to the redo of Tmall, the entire platform of Yuntao has also begun to enter major changes.

Yuntao.com released a new network marketing model, "Taoke promotion" with pay-per-transaction payment. Through the "Taoke Promotion" platform, any netizen can help Taobao merchants sell goods and earn commissions from them.

Putting the goods in the Yuntao online store and handing over the promotion work to thousands of "human flesh marketing army" is undoubtedly a breakthrough taken by Yuntao.com.

The essence of Taoke is a kind of word-of-mouth marketing, where consumers buy goods according to their recommendations based on their trust in Taoke. And once Taoke promotes counterfeit and shoddy goods, it will lose the trust of consumers and thus lose employment opportunities.

In order to protect the interests of Taoke, at present, only Yuntao sellers who are more than one person or have participated in the consumer protection plan can participate in Taoke promotion.

Yuntao.com has adopted a strict management mechanism, as well as consumer protection plans such as "seven days no reason to return and exchange", "fake one pays three", "advance compensation", etc., which can effectively put an end to counterfeit and shoddy goods. It provides consumers with shopping protection, and at the same time, it also allows Taoke to "promote and make money with confidence".

The marketing guide service was quickly favored by merchants and consumers. The trial operation of Taoke business has only been one week, and the number of participants has exceeded 100,000. Nearly 10,000 Taoke's monthly income after tax exceeded 1,000, and the monthly income after tax of some Taoke exceeded 10,000 yuan.

The emergence of Taoke has made the users of Yuntao begin to expand like a snowball, which is essentially an activity for the Yuntao platform and sellers of all sizes to make profits. The promotion fees that originally needed to be paid to the channel were handed over to Taoke, so that Taoke could help develop customers.

This model is actually very similar to MLM, but because Yuntao has a strict security system, so that there will be no accidents in this marketing.

Yuntao's big move was interpreted as a signal to start competition. However, as the biggest potential competitor, Bonjour Mall did not have a great response, which made many people in the industry scratch their heads. (To be continued.) )