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A Brief History of Taobao: Changing China's Fifteen Years
This is the 15th anniversary of the establishment of Taobao. 15 years ago, the "failed mothers" were the proper nouns when the couples quarreled, pro-or verbs, pickpockets or triad projects; 15 years later, young people in Beijing passed the Taobao shopping cart list in the courtyard, Zhejiang college students 7 The door hang is rated as "excellent graduate" because of its success in Taobao.
To a certain extent, Taobao not only changed the explicit shopping culture, but also changed the Chinese people's long-term hidden concept of entrepreneurship and career choice.
I talked to an investor before. If Taobao always only does C2C business, which is what we usually call "focus", Taobao will not be today's Taobao? Ali is still not Ali?
In recent years, the Chinese Internet has become a popular word, called hydropower coal. It is about making your business an infrastructure for other entrepreneurs to use, such as cloud, payment, and so on. Of course, companies that dare to say that they can do "water, electricity, and coal" in the Internet industry are basically the giants.
Ali has e-commerce, payment, and cloud computing. From any angle, it is called “infrastructure builderâ€. If Ali is an "infrastructure" of the Chinese Internet, it seems to me that Taobao is the "infrastructure" of the whole of Ali. There is no Ali without Taobao; Taobao is doing the right thing, in fact, Ali is doing the right thing.
On a longer historical perspective, a Taobao history of entrepreneurship is actually an evolutionary history of China's economic and social changes. Since Taobao was established in 2003, China's GDP has grown at an average annual rate of 10% in 2011. Taobao is undoubtedly It is the beneficiary of this wave of dividends; since 2012, China's GDP growth rate is lower than 8% for the first time, Taobao + Tmall two systems GMV exceeded 1 trillion for the first time, until last year reached 4.82 trillion, stunned China's new economy The locomotive.
But the impact of Taobao on China and the Chinese is not just on the digital level.
The most cattle incubator in history
Taobao was launched in May 2003 and launched the Alipay service in October, less than half a year ago. At that time, in order to solve the problem of trust between buyers and sellers, Alipay was born, but the birth of Alipay has gone far beyond the transaction itself.
The general logic of entrepreneurship is to find a user's pain point, from small to large, from the table to the inside, to promote the layers, and finally to form the potential of the original. However, China's e-commerce in 2003 is still very early, B needs education, C also needs education, and there are extreme imperfections in payment and logistics.
There are pain points everywhere, and it means that a point break is almost impossible. The special thing about Taobao is that it is not a company from the beginning, but an industry pioneer. When you meet the river bridge, you can see the mountain. Alipay and Ali Wangwang are the inevitable results of Taobao's evolution.
With Taobao, you must have an Alipay, which is equivalent to having to build a navy with a seaport. Behind the development of Taobao, or the launch of Tmall, as well as the current globalization, new retail, Alipay's role is equivalent to the propeller of the Ali business center.
Nowadays, Ant Financial, which has Alipay as its core business, has a valuation of 150 billion US dollars, making it the third largest Internet company in China after Ali and Tencent. And this is only one of the manifestations of Taobao's incubating ability. The independent valuations of Tmall, Alibaba, and rookie should be ranked in the top ten of Chinese Internet companies, but the value of these companies is not the individual value, but the synergy.
In the past fifteen years, Taobao's real excitement is not to copy itself, but to continue to breed business beyond its own capabilities and form an ecological matrix.
From Taobao to omnipotent Taobao
It is said that in order to officially go online in May 2003, Taobaodian Xiaoji had prepared 1,000 items (equivalent to 1000 SKUs), and the first item sold was actually a Longquan sword with a long history, 300 yuan. , go online to the program, the next hand to pay the money. This is the online shopping of that era. I have to say that it is a magical era.
In 2004, the United States "Connected" magazine edited a book called "Long Tail Theory", which said that the collection of non-popular goods has endless demand. Later, the reason why Taobao can evolve into a versatile Taobao is that it has made countless non-popular categories into "special markets."
From large size women's wear, second yuan, children's furniture, national tide, men's make-up, maternity make-up, to hand-made clothing, programming toys, diving, etc., Taobao has more than 2,000 featured markets. When the innumerable low-frequency goods are brought together, they form a "high-frequency community." This has a huge stickiness to retain users and tap the depth and width of users.
I asked a successful entrepreneur friend before, why do you love to visit Taobao? He said that there is fun to discover. The fun is that you don't know what to buy, but there are always surprises.
Deepest change
Since 2006, Taobao has begun to build a service system for content entrepreneurs, whether in graphic form, short video form or live broadcast form, full media coverage content content creation.
According to the “Taobao E-Commerce Content Entrepreneurship Insight†released by Taobao and the First Financial Business Data Center, the registered number of Taobao registered in 2017 was 1.5 million, an increase of 36.4% over the previous year, and the certification reached 35,000, an increase of 169 over the previous year. %. Among them, Taobao Daren, who has an annual income of more than one million, has exceeded 100. The 32-year-old Weiya is ranked first in the income ranking of the people with an annual income of 25 million yuan.
The prosperity of Taobao's content ecology has spawned a large number of new occupations: Amoy anchor, Tao girl, Haitao buyer, net red (red man e-commerce), Daren, e-commerce service provider, ecological incubator.
If Taobao changed the Chinese entrepreneurial concept more than a decade ago, then Taobao once again overturned the Chinese entrepreneurial outlook and career choices after more than a decade.
This summer, a senior student of the Zhejiang Institute of Entrepreneurship has 7 homework “hangingâ€, which is still rated as an outstanding graduate. Why? Because he is very good at "selling goods" on Taobao. It is said that the school has an appointment: as long as the sales are up to standard, it can replace the credits.
Although this is a university with the purpose of starting a business, its evaluation system for students has changed from a single dimension to multiple dimensions. Among them, Taobao has played a new “evaluation scaleâ€.
Taobao is not only building a new evaluation system, but it is also being re-evaluated.
Today, whether Taobao is simply used as an e-commerce platform or a content platform is not suitable. Many times, it is more like a "media transmitter", constantly creating social topics, online hotspots, pro-culture, buyer shows and other phenomena like the trend spread to other network areas.
In early July, a special blind date event was staged in an alley in Beijing: show yourself/love the other person with a list of shopping carts without a “school vacancy deposit avatarâ€. Among the 27 single men and women who came to the scene and successfully passed the shopping cart primaries, they finally succeeded in holding 9 pairs.
Shopping cart is one of Taobao's most prominent symbols. It not only carries goods, but also symbolizes a life attitude, taste and growth trajectory. The relatives of Shanghai People’s Square are the carnival of middle-aged and elderly parents. Now young people use their shopping carts to give each other a blind date.
At the beginning of the birth of Taobao, positioning yourself in the online commodity market, what you buy depends first on what Taobao has. 15 years later, You are what you buy - what you can buy to represent you. This is what Taobao changed, and it was changed.