Source | New entropy
Author丨Gu Twenty Editor丨Yi page
Making web pages, visiting forums, going on TV, and entering helmets, Taobao in 2024 will be busy.
Two years ago, on the sixth day of becoming Taobao's "No. 1 position", Dai Shan issued a letter to all employees announcing organizational adjustments. The core change route is: Taobao and Tmall are fully integrated, entering a new unified mechanism, and moving from the previous Taobao + Tmall dual formation to the big Taobao era of Taotian Group.
After the merger, Daniel Zhang, who once single-handedly built Tmall, also gradually faded out of the Ali system. However, as Dai Shan went behind the scenes and Wu Yongming took over, more frequent adjustments still did not stop.
4month19day,At the TV Taobao 618 strategy conference held in Hangzhou Alibaba Park,TV Taobao announced that it has entered the 3.0 era of only video,The core change is that during this year618During the TV Taobao period, live e-commerce will be opened for the first time,TV TaobaoCEO Wang Lei called it "From content to transaction,OTT live e-commerce era will be opened by TV Taobao!" ”
As a shopping product launched in 2017 by Ali, TV Taobao was mainly positioned in large-screen content marketing in the early days, such as intelligent identification of plot products in cooperation with Youku, to achieve a one-stop closed-loop experience of shopping while watching dramas.
At this stage, the traffic of TV Taobao comes from external content platforms, and it is more responsible for the function of TV shopping widgets. However, with the latest action adjustment and positioning, TV Taobao is becoming a new e-commerce force supported by the group.
In terms of content, TV Taobao will have the same origin as Hand Taobao, and rich short videos and micro-short dramas will be pushed and distributed through TV channels; At the same time, the newly added live broadcast capability also means that TV Taobao will achieve an independent closed loop from content to transaction, breaking away from the parasitic transaction model of the previous external content platform from grass planting to shopping.
Not only the traffic channel of TV has ushered in an upgrade, but the same is true on the web side. On May 6, the head of Taobao's website business department announced the largest update to Taobao's web version in seven years.
In the user's shopping interface, the web version adds functions such as the price after the first display of the coupon in the shopping cart, and the automatic receipt of discounts for product details. In terms of merchant operation and management, the web version has launched the default decoration version of the store, and merchants can decorate the store with one click. At the same time, for enterprise procurement, the web version also adds corporate payment and invoice functions.
In addition, along with the web version, there is also Taojianghu. As the early forum section of Taobao, it was mainly a place for merchants to exchange store opening experience, and later merged with Aliwangwang's personal space, and finally gradually fell into disuse with the web version under Alibaba's "All In Wireless" strategy.
In addition to digging out the heirloom to update, optimize and upgrade, in the live broadcast on May 9, the person in charge of the Taobao website business department revealed that the official version of Taobao Vision Pro will open a complete transaction function.
In April this year, Taobao launched the beta version of Vision Pro, which allows users to project products into reality and compare them with other products. It is reported that the official version of Taobao is expected to be launched simultaneously with the Vision Pro of the Bank of China.
The left hand is upside down the nostalgic update of the past, and the right hand is closely following the frontier and betting on the future, TV Taobao, web Taobao, forum Taobao, helmet Taobao four directions, has become Ali's new e-commerce "four little dragons" out of the era of hand Taobao. Supporting more princes and members to form a star-studded Taobao family has also become the main strategy of Ali in the fierce e-commerce competition.