Taobao and Tmall’s “transformation and innovation”: user-first, ecological prosperity, technology-driven

On May 10 , at the Taobao Tmall 6 18 Merchant Conference, the newly formed Taotian Group made its first public appearance. Innovation and transformation have become the two core keywords of Taobao Tmall .

Dai Shan, CEO of Taotian Group, said that in the context of technological changes such as generative AI and changes in consumer behavior habits, "emerging changes" and self-transformation are not optional but compulsory questions.

Looking to the future, Taobao and Tmall have taken the lead in identifying three directions of "transformation and innovation", upgrading new scenarios, new ecology and new technologies.

First, "users first". Taobao aims to be the national APP that is the first entry point for daily consumption . Taobao will make "historic huge investment" to expand the user scale for merchants; continue to upgrade user products, invest in service and logistics construction, and improve user experience; everything will be centered around user needs such as likes, wants to watch, love to watch, and love to play, providing more abundant products, short videos, live broadcasts, grass-seeking content and personalized stores.

Taobao will promote full contentization with far more investment than before. The content track has become an increasingly important source of growth for merchants and brands . In the past year, the scale of Taobao's live broadcast users has increased by more than 70% year-on-year, and the number of people entering stores guided by live broadcasts has increased by nearly 100% year-on-year.

The second is "ecological prosperity". Taobao is positioned as a bustling, rich and interesting neighborhood. In the next five years, it will gather tens of millions of merchants, hundreds of millions of creators and various service providers. The new organizational structure of Taotian Group is responsible for building an open, inclusive and win-win ecology, "different tracks, each exciting". The Brand Business Development Center will focus on helping enterprises to do a good job in the full-cycle construction, operation and development of brands, products and users, and operate the overall business; the Small and Medium Enterprise Development Center serves entrepreneurs and small and medium-sized businesses, and will focus on building more than 200,000 specialty stores .

Dai Shan explained that the two centers are interconnected as a whole, jointly supporting businesses to take the path of upward development from entrepreneurship to small and medium-sized enterprises and then to branding. The platform will also take the initiative to reduce platform fees and increase platform commercialization subsidies to further reduce business operating costs.

The third is "technology-driven". Taobao will leverage the group's technology and data capabilities to upgrade all existing merchant tools and create new user products and services in the AI ​​era . This year, Taobao will provide merchants with 15 new private domain tools covering the full-link operation of new customers, old customers, members, and fans for free. In the next five years, Taobao will realize the full intelligence of merchant operation tools and make them free of charge , ultimately greatly reducing costs and improving efficiency for merchants .

In addition, tens of billions of products, tens of billions of fan memberships, tens of billions of product views every day, ultra-large-scale transactions and massive consumer reviews ... The rich accumulation of Taobao's ecosystem over the past 20 years has supported Taobao and Tmall's confidence in leading commercial transformation in the AI ​​era .

May 10th is also Taobao 's 20th birthday. " Taobao has always been a technology-driven, business-leading platform . Next, Taobao will make AI popular and accessible, and unleash productivity that truly changes the industry and promotes social progress, " Dai Shan said.

Taobao

Tmall

science and technology

Taotian Group