-Rosa, vice president of Alibaba Group and head of Taobao.
Let sellers have their own stage.
What's it like to let sellers have their own stage? We found a word called "live and work in peace". What changes should I make if I want to live and work in Taobao? These are the things we can think of today and do in the plan:
One put forward a concept (slogan): "own stage, free dance"
We think we have talked for a long time last year, so what is the right of return and what is empowerment? Finally, let's say "our own stage, free dance". We use such a very vivid and simple ten words to represent our whole operation idea from 13 to 14.
Interpretation: Taobao, like an aging elder, has finally begun to respect and let go, and finally has to practice its concept of "customer first". Welcome to ali dad.
The change of Ersa 12- 13 shows: solve the puzzle.
1. The era of long-tailed words has come.
In a search of 13 in May, we will find that long words, that is, those words with more words, account for 9.4% of the total PV, which is higher than last year and May last year. So what does this mean? It means that the first user's use of search tools is increasing. This is the first thing. The second thing is that users can grasp their own needs more accurately, and long words represent these. What does this phenomenon bring to our sellers, and what changes do you want to make? As we all know, the long words in the search mean that the whole search volume will develop to the long tail, and will not focus on the first few words. We big sellers know whether your words will change or not, and whether they will change with our buyers. This is a long search term.
Interpretation: From the above words, we can get a message that the era of long tail words has arrived. In fact, we have been emphasizing some long tail words, especially for some small and medium-sized sellers or new products. The concept of "myth" that we often mention is basically based on accurate and inseparable long-tail keywords, so the long-tail words mentioned here can actually be simply considered as the "myth" that we have been talking about. The search for "divine words" also involves the channels of finding words, which can be data cube, drop-down box, top 20.2 million, in-store search keywords, peer title splitting and so on.
2. See you later.
The other one is more accurate, and it is in search. High-frequency words and explosive words decreased by 6.4%, indicating that the demand for high-frequency words is developing to long-tail words, and the demand is becoming more and more differentiated. In addition, low-frequency words account for 3.5% of the total guided PV, long words are more accurate, and low-frequency words are long tails, so we can see that the whole search trend is getting longer and longer, which may greatly affect the activities of all our sellers, because this search is a barometer of the changes of our buyers.
Interpretation: From the above, it can be explained why there are many so-called hot categories in the Taoci function of the data cube, and the recommended keywords will have more or less long-tail keywords, even full titles. I firmly believe that there are definitely more words found in one day. We have also done experiments recently to prove that it is the same. If you have the opportunity to share with you, Taobao encourages you to use these long-tail or even long-tail keywords. However, please try carefully. We should extend the observation period a little and try to observe its authenticity. We suggest that long-tail keywords should be around 6- 10 words (inseparable), and there are few ideal search indexes with more than 8 words.
3. Mobile Taobao is imperative.
Second, look at what changes have taken place in the characteristics of our consumers. We found that the main population has one characteristic. From 1 1 to 13, we have been talking about wireless, and wireless has started. I don't know that all of you are beginning to find more and more mobile phone orders in our orders, right? Looking at wireless alone may not be comprehensive, so what are our findings today? We found that wireless actually represents the multi-terminal trend of Taobao. That is to say, our users, the same user, browse Taobao not only on the PC, but also on the PAD of the mobile phone. Then we will find that in June, which is 65438+June 2003, the total number of members accessing the wireless and PC terminals is1.400 million, which has been eliminated. Then the number of terminals accessed per capita is 1.4, that is to say, we will find that they are all connected to PC, so this access mobile phone or PAD accounts for a part. In other words, you can see from this1.400 million that basically one of the two users is a wireless user, which can be roughly calculated. Then we also made some new discoveries. In some areas, many new users in third-and fourth-tier cities use wireless as soon as they get up. They may never buy a PC. Their habit of coming to Taobao is to use wireless. Then these may be for each of our sellers. What did our seller say I could do? As I can say later, this is not irrelevant to you, but actually very relevant. Taobao is making some changes. In fact, every seller and operator should make changes. We found that the habit of browsing on PC may be informative, and then because this broadband in China is also very developed, we can see many pictures. So what's on the phone? Everyone, I guess everyone present uses a mobile phone. Fragment time, right? If it is fragmentation time, then we should think about what changes our products and our product exhibitions will bring to them. This is very important. I often browse our Taobao on my mobile phone myself, and find that many of our sellers make that picture extremely huge. I remember one month I started using my mobile phone to go to Taobao and spent more than 2000 yuan surfing the Internet. I wanted to know the reason later. Finally, I found that everyone on our page has done too much, which will consume a lot of traffic. This is when the 3G signal is good. If the 3G signal is not good, it will be very bad. One can't open it, one can't see it. Therefore, the change of the habits of the main crowd must be something we have to deal with.
Interpretation: Many wireless terminals have become Taobao shopping habits for young people or the elderly. Some also use wireless terminals as entertainment or "fitting rooms", and can also be combined with other popular mobile phone applications to play many new tricks. Friends who have spare capacity can try. One of our customers, his micro-amoy is the best seller in multi-channel operation, and it is very labor-saving.
4. "Hillbilly" is also crazy about fashion and old people.
Another city, the fifth and sixth tier cities, has started to rise. Before the fifth and sixth tier cities, we said that many of our offline brands were very powerful, and many brands sold well in the fifth and sixth tier cities because of the lack of information between regions. Then we saw the Internet today. What is the boundary brought by the Internet? The Internet has no boundaries, and all information is transparent. Under such circumstances, fifth-and sixth-tier cities have strong demand, and they need to enjoy cheap, high-quality and distinctive goods like users in first-and second-tier cities. Where is their channel today? It is online shopping. Then we found that the demand for the fifth and sixth lines increased very rapidly, which was their desire.
Another silver-haired market over 55 years old, our parents and many colleagues are telling us that my parents used to go to Taobao, and he couldn't use a computer, so he wouldn't go to Taobao. After I gave him a notebook, he went to Taobao every day. Then users over 55 poured into Taobao. Therefore, in fact, there is also an aging population in this area. Have you seen this silver hair market? Taobao saw it, and we will make some changes for it. Do our sellers need to make some changes for this?
Interpretation: With the popularity of the Internet and online shopping, as well as the scattered flowering and influence of enthusiasts after 80-90, the regionality of Taobao will gradually shrink, and age, gender and national boundaries are no longer issues, just like the first lover, everything is fine and nothing is a problem. Taobao abused me thousands of times, and I treated Taobao like my first love.
Don't think about suffering, live well.
That was the change of our consumers. Yes, there is one more thing I want to add. In fact, the population over 55 years old is changing, and there is another one that may be difficult to count in our data, that is, younger age. In fact, the whole population develops at two ends, one at a higher age level and the other at a lower age level. For example, a partner came to the meeting that day, and then he told me that he had two children, aged seven and eight, who bought things on Taobao all day. He hasn't heard of those things, and neither have I. I guess they are limited edition toys. He said that the two children buy this thing on Taobao every day and then bind his Alipay account. We Taobao have also done a lot of work on payment barriers, but who will provide services for people at both ends in the end? It must be our seller.