E-commerce giants will always follow suit, but capital may not be able to hold up all wild hopes. Recently, some media reported that Alibaba’s own brand “Taobao Xinxuan” will be upgraded to a new brand “meow full score”. On the face of it, this is a brand upgrade, but behind it is Ali’s failure in trying to sell its own brand for the first time. Previously, Ali also reported that it would carry out self-supporting business, and the war of words about “self-supporting” in the electric mall has never stopped. In the small selection of e-commerce, how will Ali stand out?
“Taobao heart selection” disappeared
Perhaps, the disappearance of a business will always be packaged as an “upgrade” by giants. Recently, latepost reported that Taobao Xinxuan is upgrading its brand. It will change from an independent lifestyle consumer brand to provide tmall supermarket with its own goods “meow full score”, focusing on young families. This also means that the brand chosen by Taobao will no longer exist.
For the specific changes of Taobao Xinxuan’s future operation mode, the reporter of Beijing business daily contacted the relevant person in charge of Alibaba, but as of press time, the above person in charge did not give any response.
Taobao Xinxuan went online in May 2017. At that time, Netease’s strict selection of Gmv had reached 8 billion yuan, and Jingdong jingzao, Suning Jiwu and other businesses appeared one after another. Taobao Xinxuan, formerly known as Taobao’s “made in China” channel for the manufacturing industry of origin, is Alibaba’s own brand based on the upgrading of “made in China”, focusing on daily necessities with a sense of design, with a positioning similar to that of strict selection of Netease.
Taobao Xinxuan also settled in qinchengli shopping center, RT mart, Auchan, Yintai and other channels through Ali’s internal resources. The reporter of Beijing business daily observed that Taobao Xinxuan store located in Bank Of Ningbo Co.Ltd(002142) department store has stopped business. In addition, the reporter of Beijing business daily repeatedly called Taobao Xinxuan store located in Hangzhou qinchengli shopping center, but as of press time, the other party’s phone has always been unanswered.
However, the independent online store selected by Taobao is still operating and selling goods on the Taobao platform, while the products of meow Full Score brand have been put on shelves in tmall supermarket, including walnut oil, cashew nuts, rice, protective clothing and fragrant beads.
Taobao Xinxuan also carried the dream of Alibaba’s self operated model. After a year of development, Taobao Xinxuan also had its own small goal of “incubating 1000 manufacturing brands in three years”, and even “incubating Alibaba’s’ Xiaomi ecological chain ‘”. In the first half of 2020, Taobao Xinxuan was transferred from Taobao business group to the newly established local retail business group; A few months later, Zhang Di, the person in charge, left his post, which seemed to pave the way for the disappearance of Taobao’s choice. Now, the independent ID of “Taobao Xinxuan” will also disappear, and Alibaba no longer expects it to lay another “country”.
Alibaba’s self operated mode
Not long ago, Ali reported that it was going to carry out its own mode. Although Ali has been silent in response to the rumors of “self operation”, both Taobao Xinxuan and meow seem to be paving the way for Ali’s self operation attempt. At the beginning of this year, tmall quietly launched “cat enjoy self support” and laid out self support again.
In recent years, Alibaba has been increasing the proportion of self operated business. Tmall supermarket and HEMA’s daily necessities have many self operated products, and fresh direct picking has also become HEMA’s supply capacity. In contrast, the growth rate of “double 11” slowed down, and the head anchor of Amoy department was checked one after another. It is noteworthy that in February this year, the financial data of the third quarter of fiscal year 2022 released by Alibaba showed that the net profit during the reporting period decreased by 75% year-on-year to 20.429 billion yuan. In the past year, Alibaba’s market value has shrunk by more than half. At the same time, in the e-commerce environment in which traffic and businesses are diverted, the competitive barriers of Alibaba platform model are weakened. From traffic business distraction to self operated mode, Alibaba is a good choice to find a new curve.
The reporter of Beijing business daily learned that Maoxiang self has put on shelves products such as personal care, mother and baby, drinks, grain and oil, small household appliances and so on. A staff member of Maoxiang self operation once told reporters that Maoxiang self operation, tmall supermarket and tmall global are independent operation systems, and warehouse resources are managed separately.
According to Lu ZHENWANG, an e-commerce analyst, Maoxiang self operation is like a supermarket, and Ali needs to consider its traffic distribution and price system. When the brand needs to sell goods through distribution channels, Maoxiang self operated store is an option; However, if the brand wants to establish a flagship store and maintain the unified pricing of all channels, the scope of cooperation of Maoxiang self operated store will be limited.
How many surprises can the new “meow full score” bring to Ali?
Where is the destination of selected e-commerce
Meow entered the game with full marks, Taobao chose to leave the game, made in Beijing established an independent business department, Xiaomi Youpin internal merger, strictly selected to establish the main station business center, and the parent company of the necessary mall rushed to a shares… The fate of selected e-commerce is different. When referring to selected e-commerce, Internet commentator Zhang Shule pointed out that at present, most e-commerce in the industry appear in the mode of platform, and the main task is to sell goods. If there are quality problems with goods, it will not directly affect the image of the platform. In contrast, the mode of selected goods or OEM sales requires enterprises to endorse goods with their own brand image, which will also form a continuous relationship with product quality and use function. When e-commerce needs to endorse goods, the categories of goods that can be sold will be relatively reduced. Even if industrialized production minimizes the defect rate, it will directly affect the platform image.
Selected e-commerce is difficult to build its own competitive barriers. Zhang Shule believes that “the biggest problem of selected e-commerce is the lack of exclusivity. What it selects can also be selected by other platforms, which often becomes a road sign; what it makes itself, as a cross-border company, is difficult to truly achieve a balance of strength with the boutique manufacturers in the cross fields”.
The edge of selected e-commerce starting from the concept of high-quality products and strict selection has been gradually covered up by social networking and live broadcasting. At this time, Ali entered the game again with full marks of meow, and the selected e-commerce market may set off another fierce confrontation.
