Tmall Hong Kong suddenly stopped?What happened to Tmall Hong Kong, which launch less than 15 months?

In the Chinese e -commerce market, Tmall is undoubtedly an indisputable giant. Its business development advantage is very significant, but it is surprising that Tmall's overseas station Tmall Hong Kong suddenly announced the shutdown. The overseas platforms that have been less than 15 months suddenly announced the suspension. What should we think of this? What's wrong with Tmall?

1. Tmall Hong Kong suddenly announced the suspension?

According to the China Fund News, Tmall Hong Kong, which is locally shipped and mainly serves local customers in Hong Kong, will stop operation! Tmall Hong Kong, which started the trial industry in May last year, is reported to be suspended from mid -August this year, and then it will stop receiving customers to place orders on the platform.

Tmall Hong Kong Announcement pointed out that based on business strategy adjustment, Tmall Hong Kong will officially close the entrance at 0:00 on October 31 this year. On the 26th. In the future, the company will focus on serving Hong Kong consumers with Taobao, and is committed to improving the capabilities of logistics, customer service and consumer operations, and strengthening consumer shopping experience. Consumers can continue to enjoy shopping services on Taobao.

It is understood that Tmall's main sales products are local fresh food and beauty products. As of the "Double Eleven" period last year, Tmall Hong Kong has 5,000 brands.

However, this does not mean that Ali has abandoned the market layout in Hong Kong. Tmall Hong Kong terminated operations, and Hong Kong 01 media quoted sources saying that it was not because of poor business performance. On the contrary, the growth in the past was good. Both the number of users and the customer unit price performed well, but considering the pain points of logistics, the company decided to integrate integration Resources are put on Taobao Hong Kong cross -border station, which is more convenient for consumers in the future.

According to Ge Longhui, it is understood that all products of "Tmall Hong Kong" are shipped to customers locally by Hong Kong merchants. Therefore, this adjustment will not affect daily purchase of goods on Tmall Taobao cross -border. Cross -border logistics capabilities. It is reported that although "Tmall Hong Kong" is about to close, the number of employees will not be specially adjusted, because "Tmall Hong Kong" shares the same team with other major services for Hong Kong users.

2. What happened to Tmall Hong Kong, which is less than 15 months old?

We saw that Tmall Hong Kong suddenly announced the stop of operation at this time, and many people would feel strange. After all, Tmall Hong Kong is also one of the core business of Tmall, and its performance is not bad, but why Tmall Hong Kong suddenly stops suddenly stopped It has been operated, and it is stopped within ten months, which is really difficult to understand.

First of all, for the current market, although Tmall Hong Kong's suspension is surprising, it seems normal to think about it. Why? This is because for the current Tmall Hong Kong, it has developed to a certain stage, and in fact Tmall Hong Kong will face a certain pressure. For the domestic e -commerce market, everyone is very familiar with it. Taobao is a massive C -end merchant office. The small merchant market built, you can define Taobao as a wholesale market, and Tmall is more of a boutique shopping mall composed of large merchants. On the mainland market, this pattern is actually relatively appropriate and meets the needs of the market, but if we look back, we will find a problem. Although this layout is in line with the market needs, it is actually in fact For the relatively dense population and more concentrated markets in Hong Kong, the two large e -commerce platforms have not had much value.

Second, let's look at Tmall Hong Kong. In fact, it is not so clear. Therefore, in such a big background, if the power is scattered to the two platforms to run, it will often feel strong. Coupled with the two platforms, if the difference is still, it is often necessary to make repeated investment. In a single city market like Hong Kong, it is actually a very unsuccessful thing. Therefore, from the perspective of reducing costs, saving costs, increasing services, and solidifying consumers' experience, focusing on the energy of two apps into an app operation is undoubtedly a better choice.

Third, for the current suspension of Tmall Hong Kong, we still have to look at it with a more objective and calm attitude. This is a choice that a giant company must make after the development of the industry. The end of a product life cycle of life cycle is normal, and we do not need to overly blame it for this, so in this background, everyone still needs to understand the current suspension of Tmall Hong Kong. It is more a question of strategic selection. After the suspension of the Tmall Hong Kong, whether Taobao can develop better. It depends on whether Taobao's team can truly play its advantages in Hong Kong?

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