After more than a year of tossing, is Ali better or worse?
Two days ago, Ali released the latest quarterly financial report, and the bad reviewer also took a look at it as soon as possible.
Overall, the results were mediocre.
For example, although Taotian Group's GMV and order volume have achieved double-digit growth, Alibaba's net profit has fallen by 96%.
However, this data also includes the part of their losses from buying stocks and making investments, which does not reflect the actual operating conditions, but after removing this part of the losses, their adjusted net profit also fell by 11% year-on-year.
So after the earnings report was released, Ali's stock fell by more than 8% at one point.
But the bad reviewer thinks that the biggest highlight of Ali's financial report this time is actually the rise of overseas battlefields.
This time, Alibaba's international digital business group's overall revenue soared by 45%.
Taken together, Trendyol is far ahead of Turkey and has even become one of the most downloaded e-commerce apps in the Middle East and Gulf region, with more than 4.5 million orders in the past 2 months.
AliExpress (AliExpress) is even more powerful, not only withstanding the attack under the strong impact of Temu, but even having the momentum of counter-pressure back, so it has been named and praised many times in the financial report.
This makes many people confused, AliExpress has been tepid for almost 15 years, why did it suddenly stand up?
In fact, as a veteran cross-border e-commerce, AliExpress did give people a tepid feeling before: everywhere it is, and everywhere you can do without it.
Especially after the water of overseas e-commerce was muddied by the catfish Temu, many people feel that after eating a set of AliExpress, they may have to think about the cliff and ask the wind to come out of the mountain.
As a result, this guy seems to have been opened to the second pulse of Ren Du, allowing us to see the legendary "all-out pass".
The weapon that revitalizes AliExpress is the Choice service and the semi-managed model.
In March last year, AliExpress quietly launched the Choice channel, and it immediately captured the hearts of foreigners.
In the past year, the Choice channel has been running wild, driving a 50% increase in orders on the AliExpress platform.
Not only that, Choice orders are also accounting for more and more of AliExpress's orders, in January this year, Choice orders were less than half of all AliExpress orders, but by last month, Choice orders had accounted for 70% of AliExpress's overall orders.
After learning about this Choice service, all we can say is: the bad news is that the stitching is weird, and the good news is that it is all stitched.
速卖通 Choice 最大的卖点就是省钱省心。
They will specifically look for those explosive products, and then negotiate with the merchant to set a low price, so as to ensure the cost performance.
At the same time, in the app, a special eye-catching page is opened for the Choice list, and the Choice product is labeled with a label similar to "10 billion subsidies"...
Anyway, it is the platform that helps to drain traffic, ensuring that the merchants who make profits will not suffer, Pinduoduo said next door that I am familiar with this.
On the other hand, Choice also specifically optimizes the user experience.
For example, the customer service and logistics of Choice products are all handled by the platform, and the merchants save a lot of trouble, and users also feel that this is more guaranteed and the experience is better.
In this way, foreigners are so fascinated by Choice that they can't walk.
To put it bluntly, the biggest problem of overseas online shopping in the past was the lack of logistics and after-sales experience.
Now AliExpress uses Choice to solve all of them, and with a cost-effective price, foreigners call happiness doubled.
And the semi-managed model is another killer feature of AliExpress.
Perhaps everyone's understanding of cross-border e-commerce is still stuck in the fully managed model carried forward by Temu.
In fact, in overseas e-commerce, it is often a generation of versions and a generation of gods.
The earliest Amazon model is a pure platform management platform, merchants manage merchants, and the big guys open stores on it, and they have to rely on themselves from product production, sales, store operation, logistics, and after-sales.
For example, if Shichao wants to open a canned dog food outlet, he has to get the production of canned dog food, and he has to open an online store, send canned food, and be a customer service... There are many things to do.
And when Shein and Temu rose, it became popular with the fully managed model.
In the fully managed model, the merchant is more like a supply factory.
Shichao only needs to handle the production of canned food.
For example, the platform said that 50,000 cans would be sent to the warehouse before the Dragon Boat Festival, so Shichao would send the canned food to the warehouse on time with quality and quantity.
As for how to open an online store, how to operate, how to do activities, and how to send international logistics, you don't have to worry about it, and you can't control it.
The fully managed model lowers the threshold for merchants to settle in, and also gives the platform more control power.
Therefore, even AliExpress's own Choice only had fully managed explosive products at the beginning.
The fully managed model has its drawbacks.
For example, in the state of full custody, the platform has to recruit Xiao Er to attract and operate the store, and cross-border e-commerce means more than 200 countries and regions, and the market, policies, products, operations, etc. are different in each place.
If it is all realized by the platform itself, the platform also has to say that there is only a field that is not enough to cultivate, how can there be a tired cow.
Also, there are some categories that don't lend themselves to a fully managed model.
For example, Shichao canned dog food is tired of selling, and now I want to sell assembly machines overseas, but everyone knows that the installation ape is not so good, and it is necessary to fully communicate with buyers in the early stage, give installation suggestions, and pull back and forth several times to get it, do you say that the platform can do it well?
Coupled with the constraints of the front-end warehouse management and operating costs of the full custody model, the full custody model is more suitable for those explosive products with large sales volumes.
Therefore, AliExpress pioneered the semi-managed model last year.
To put it simply, AliExpress's semi-managed model packages logistics and after-sales service, and the rest of how to price and sell goods or something, the merchants themselves come.
In this way, AliExpress is equivalent to solving the most headache logistics for merchants and users, and the pricing and operation are still up to the merchants themselves.
The big guy looked, isn't this to endure hardship, you go, I'll eat meat?
As a result, more merchants have joined, more products have been able to join Choice Featured using semi-managed services, and the shopping experience for users has been getting better and better.
Moreover, there are more variables in the semi-custodial model, and different platforms can adjust how to use the semi-custodial method according to their own advantages.
AliExpress package logistics is because it is backed by Ali, and rookie logistics has been terrible in the past few years (I didn't expect that logistics, which was once looked down upon by Mr. Ma, has become Ali's advantageous feature).
Especially last year, AliExpress cooperated with rookies to create a "global five-day delivery" in 10 countries and regions such as Europe, America, the Middle East, and South Korea.
And next door Temu, although it also launched its own semi-managed model this year, wants to keep up with the pace of the version, but the method and effect are completely different.
So there is no doubt that in the semi-managed model of Three Kingdoms, AliExpress, which set off the earliest, also went further.
In March this year, just over two months after AliExpress's semi-managed model was officially launched, more than 20,000 merchants had already doubled their orders.
Interestingly, now, the cross-border e-commerce war has reached the most real business war link that the people like to see and see when eating melons.
Step by step, AliExpress, before Temu, has begun to play tens of billions of subsidies, inviting well-known brands at home and abroad to join, and even digging into the corners of Amazon and its own Tmall customers...
This reminds me of the fact that before, the outsiders had no resistance to Pinduoduo's "slashing", I don't dare to imagine that in the future, "Ali's 10 billion subsidy" will really come true, will they come to a sentence: "Who still uses Amazon, isn't it fragrant to subsidize it with 10 billion subsidies?" ”
It's really not a bad review, in recent years, domestic companies like AliExpress and Temu have gone abroad and dug out an old domestic routine, and the result is a big killer overseas.
Looking at the use of routines and models that we are no longer familiar with to change overseas habits, I can only say that it is difficult for everyone to fight for so long in China's monster room, and it is time for foreigners to taste the taste of "advanced Internet business model".