There has been no decent news in the field of e-commerce for a long time, so Ali broke a big story: on the basis of dual brand operation, C2C Taobao and B2C tmall have newly established industrial operation and development center, platform strategy center and user operation and development center, that is to say, the two sets of management teams have been combined into one. At the enterprise level, this is an earth shaking event. However, from the perspective of the whole e-commerce industry, it is natural and egg.

Chinese people's e-commerce consumption habits are cultivated by Taobao. After completing the important task of education market, Taobao has naturally become the first choice for Chinese people's e-commerce consumption. Tmall developed on this basis has naturally become the leader in the B2C field. However, the market always moves from unification to segmentation. Just like when Wal Mart first arrived in China, it sold everything. Gradually, home appliances, furniture, clothing and sports products were distributed... Each has an independent chain system. E-commerce is the same trend.

In this trend, Ali said that there was no marketing from a young age and no strategy from a large age.

As we all know, JD, which has only a fraction of Alibaba's SKUs, publicizes its products everywhere as "good" and delivers "professional and fast"; Get things to sell women's products, and recommended by professionals; Meituan is a professional takeout business platform (hungry to start this industry, and has basically lost its market competitiveness after entering Alibaba)... From the perspective of marketing, these e-commerce platforms have their own USP, while Alibaba's Taobao and tmall seem to have nothing that can be recognized by visitors except the basic attribute of e-commerce platform. It's like a group of people making introductions. Everyone else has a name. Taobao tmall just introduces itself as an individual. Who can remember?

From the perspective of strategy, the e-commerce platform has eliminated the channel function of traditional retail and directly built a direct trading platform from sellers to buyers, saving huge channel costs. However, eighteen years later, mainstream sellers have flocked to online stores and opened their own online stores. The original price difference between online and offline, which can shock the hearts of buyers, has disappeared in the comparison between online and online. The online Internet e-commerce platform that has lost the offline reference frame needs to find a new direction. Of course, Ali has been looking for new growth points over the years, but he hasn't found them.

From the viewpoint of Chairman Mao's theory of contradictions, the main contradiction is not solved, but efforts are made on the secondary contradiction. It seems that this time the management structure of Taobao tmall is integrated, and the result can only be a combination of eggs and a blind delay in efforts.