Is it high or low? Where is the way to go out?

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

Pinduoduo made a net profit of 6.6 billion yuan in net profit in the last quarter of last year, and achieved profitable results for three consecutive quarters. On the other side, Ali's financial report is still repeating the story of the decline in net profit, but when you hear this news, the most anxious is probably responsible for the Sniled Pinduoduo.

Taote, supported by Ali traffic resources, was launched after Tao's e -commerce company was hit by Pinduoduo, and it was launched.

For more than a decade, Taobao, which has been "holding in the palm of your hand", is full of confidence in his derivatives -Taotte. But unfortunately, Taote, who is still in the stage of growth, is born with a golden spoon. If you want to catch up with the era of burning money, it is difficult.

Enter the game in the evening, miss the opportunity

Taote was originally called "Taobao Special Edition", which was originally only an entrance in Taobao software. Perhaps it was a bit light enemy at first using one entrance to fight one app. It was obviously because the threat brought by Pinduoduo was becoming increasingly severe.

At that time, the cost -effectiveness continued to engage in activities and subsidies, and failed to carry the invasion of Pinduoduo. JD.com also launched a "Jingxi" similar to Taote, which is also WeChat applets as Pinduoduo. But Jingxi did not do a lot of Pinduoduo because the minds of users at the bottom have been occupied by Pinduoduo.

The success logic of Pinduoduo is the price advantage. For the almost forgotten price -sensitive users, the small cities+counties+townships are used as key markets to burn money to subsidize merchants, so as to quickly obtain users. Although Pinduoduo grew up by "scolding", no one can deny its achievements -Pinduoduo has gradually spread from "rural surrounding cities" from three or four cities to first- and second -tier cities. Time gets nearly 900 million user groups.

The sinking market has been on the road, and it is rising all the way. Taobao now announces that it has entered the track. How can I keep up with?

Pinduoduo positioning is the ultimate price ratio, so if you want to successfully snipes, it is impossible to keep up with the price.

Therefore, Taote promoted the M2C, from the factory to consumers directly, relying on the platform of the main factory from 1688 behind Taote to support it, which can combine the quality of the goods and the price of the product. The advantage of the platform highlights.

From the perspective of positioning, Taote 10 yuan store and Taote 100 are more like "online version of the famous creation". The products of these two channels also come from the 1688 Super Factory and the Taote Cooperation Factory, which mainly focuses on the "big -name replacement" of cost -effective quality products.

But today, when the cost -effectiveness can't be moved, how far Tao's small commodity stores can go, it still takes time to verify.

There is no absolute consumption trend, and some are just the differences between different consumer groups and do their own positioning. This is more important than anything. Therefore, Taotte should not stop simply doing low prices of products, but to do the most suitable low prices in different people. It is the key to consumers think of the low price. This is very important.

For the new "Sinking E -commerce", simple low prices and subsidy gameplay can no longer meet these young people, to meet consumers with deeper spiritual and emotional resonance. Strengthen the trust between consumers and platforms and increase user stickiness.

Many middle -aged and elderly people in towns will not Taobao, but they learn to buy a lot of things. If you ask him why you do n’t need Taobao, that is because the elderly will only use WeChat, and there is no way to learn another new independent software, and Taobao The relative operation is complicated, as well as Taote.

Therefore, the users of the Amoy E -commerce are not lost, but the viscosity has decreased.

Sinking the market for smoke

On the surface, Taote is the same as Pinduoduo, targeting users in the sinking market. It is not only the e -commerce platforms that are not only fighting for Duoduo, BOE Tokyo, and Meituan e -commerce to locate the sinking market. 70%of JD.com added 70%of the new users from 2021.

The acceleration and popularization of smartphones, the decline in mobile data tariffs, and the infiltration of mobile Internet to low -line cities have led to the outbreak of the sinking market.

In front of Taote is a sinking rivers and lakes that are changing. If you want to complete Ali's expectations for its growth, you must step out of a "special" path; if the goods are still Taobao's goods, users are still the user of Taobao, and it is difficult to get rid of the positioning of Taobao's accessories.

As the number of Internet users in China has continued to grow and the time of user duration has risen, there are continuous pessimistic predictions of "moving traffic dividends" five or six years ago. However, in the next few years, domestic users can still increase about 100 million mobile Internet users each year, and the average daily use time is still rising slowly. According to industry analysis, this is the result of the rise of the market.

Today, the consumption power of young people in the sinking city has even exceeded the young people of the same age in the first -tier cities, because their rents account for a very low income ratio, and the consumption awareness has been greatly upgraded and the consumption awareness has been greatly upgraded and the same is the same as big cities. This means that the sinking market is not only the location of the new traffic, but also the potential "strong consumption power".

Ali did not neglect about this, and started the training of sinking campaign a long time ago. But early, but rushed to a late collection. So now, Taotte needs to complete the transformation as soon as possible under the premise of keeping the basic disk.

Taote is the Alibaba Tao system. The Internet gene is very heavy, so the pursuit is afraid of rapid growth. Consumption downgrade is also the conclusion of shopping behavior of some users they captured by big data. According to Ali's good approach, it is to serve the consumption habits of this part of the sinking market. In the early stage, they lost money and made a lot of gameplay. After the volume was larger, the dilemma of transformation may be faced in the later period.

However, compared with the expectations and resources they carried, the strategy of Taotte chosen has disappointed the audience. Since its launch in 2020, Taotte has adhered to the marketing strategy that imitates Pinduoduo.

In the whole year of last year, Taotte's activities and advertising were trying to approach to Pinduoduo. Staring for Pinduoduo, you can only become Pinduoduo at most, but you can never surpass Pinduoduo!

Most of the comments from Zhihu and Xiaohong Books, most of them are talking about the "chicken ribs" of Taotte's function. It is not that Taote's own imagination and Pinduoduo's relationship with Pinduoduo's "Bi Shengyu He Shengliang".

Poor grades, continuous reviews

Taote's annual users have just exceeded the 300 million mark. For Taote, this is a milestone number. Aside from other factors, this is indeed a good result. But looking back at the overall achievement, it is difficult to say.

As of April 2022, the annual payment order in Taote increased by more than 100%year -on -year. Behind the high growth of Taote, Ali's continuous decline in operating profits and rapid marketing costs.

And because the unit price of the order in the sinking market is relatively limited, the revenue and profits contributed by Taotter are also quite limited.

This year's sales and market expenses increased from 17.8 billion yuan compared with the same period last year to 28.8 billion yuan, an increase of 67%year -on -year. After Pinduoduo achieved profitability, it has also been declared that Tait's goal has basically failed.

Ali's competition for Pinduoduo seems to have been wrong -Ali's opponent has always had only himself. As long as Ali can reduce traffic costs and distribute more traffic to small and medium businesses, Pinduoduo will be vulnerable.

Among Ali's recent layoffs, the departments involved were also Taote. As we all know, the continuous support of traditional online launch and Alibaba has always been the main channel for Taotte to obtain traffic.

The connection of WeChat payment and "rolling" layoffs will be exposed or secretly revealing a signal: the days of burning money to change are not far away.

In addition to the average results, Taote's reputation is even more sloppy. Pinduoduo has used tens of billions of subsidies and farmers' plans to break away from the infamous, stabilizing the basic disk. Taote, who is also moving towards Pinduoduo, is walking through the pit that Pinduoduo has passed.

Open the black cat complaint platform, because Taote's product quality and non -counterparts have complained of 4,700 complaints on the platform.

Received many complaints involving low -cost induction, false propaganda, and poor product quality, Taote may face the loss of traffic.

"1818 Golden Eyes" reported the experience of buying fake goods on Taote. At 315 this year, Taote was caught in a brand trust crisis because of selling fake goods and red envelopes to be suspected of being suspected of false publicity.

These familiar complaints and people's grievances have caught Taote into the brand anxiety that the enemy camp has personally experienced.

In fact, Taotte only needs to start from the perspective of the user from the beginning to the end to improve the quality and create a good reputation. It is impossible to attack it, but it is better to find a differentiated route that fits the platform gene to a battle that is full of affection.

Therefore, from the perspective of the user's reputation formed by Taote, Taote may be reduced to the Ali market, and even violates the original intention of Ali layout. And reshaping the brand cognition and regaining consumer trust may be the long -term security plan of Taote.

Conclusion

For more than 20 years of e -commerce, when the fastest development, users in first -tier and second -tier cities were almost divided by Taobao Tmall and JD melon. The market competition pattern cannot be unchanged. When the new situation of consumption is aggressive, it means that there will be the possibility of old things.

For Taote itself, in addition to the challenges facing the organization, the environment is becoming increasingly severe. E -commerce bid farewell to the era of double -digit growth. So far, it is still attached to the mother, and how can they complete the high hopes of Ali?

In the second half of the Internet competition, it is impossible to grow infinitely. The contraction front, differentiated operations, and practice internal skills are more strategic than confrontation Pinduoduo. At this time, Taotte was the bureau, and it was difficult to solve the mystery.

Fortunately, Taote is currently pioneering the tide track, making a popular direction, creating low -cost tide products, catering to young tastes, and also expected to regain confidence and attack a city again. Whether the new track can increase traffic to Taote is still full of expectations.

- END -