This business plan is a simulation of CBN Weekly, which is reproduced for some entrepreneurs' reference. Entrepreneurs can deeply understand the essence of business through in-depth analysis of this business plan, such as the design and analysis of their own values, which is actually the core of the business plan.
Note: This business plan was made by China Business Weekly based on the comprehensive analysis of Taobao's market performance, demand and available resources, and it is pure fiction.
Our product is China's future Facebook.
This will be the largest social shopping network.
It has gathered 300 million registered Alipay users, more than 2.5 million Taobao sellers and tens of thousands of mall sellers.
It can even connect with Alibaba B2B market.
Here, manufacturers, sellers and buyers can be effectively connected.
Realize the best matching of resource information, production information and demand information.
If this network based on buying and selling relationship can be woven,
Then in the future, it can have more possibilities-including becoming the largest registered social network in real-name registration system in China.
Taobao's original SNS platform washes the rivers and lakes.
Project summary
Product description:
1, the largest social shopping network. At the same time, social networks reduce the cost for sellers to display and promote products and for buyers to find products, enrich the ways to buy products, and bring a real long tail effect: the best sellers are not only those who used to appear in a prominent position through advertisements? Products.
2. The most effective B2B2C mode. Alibaba B2B users connect Taobao sellers and buyers to achieve effective matching of resources and production and demand information.
3. A longer-term future. If 300 million Alipay registered users, millions of Taobao sellers and tens of thousands of mall buyers can form an effective interpersonal network based on the buying and selling relationship, then this network will have more possibilities in the future.
market analysis
Target market setting:
All Taobao sellers, including C2C sellers and mall buyers.
All Taobao buyers, especially active users of Alipay account.
Market development and ranking:
In the United States and most parts of the world, Facebook has become the largest national social network and launched an open platform service? Service;
However, in China, there is no national SNS community with real-name registration system registration, authentic user data, complete personal information and a certain user scale.
E-commerce companies have carried out community marketing, and they are all in the stage of exploration and trial.
Market trend forecast and market opportunities:
1. Market trends
Social networks and community-based marketing methods will become more and more popular.
Note: The use of social means can benefit all parties. However, Taobao does not have a clear answer to the specific product and service forms. At present, the product models that can be used for reference mostly come from the extension of SNS to e-commerce, or are socialized shopping products themselves. What Taobao needs to do is to find the possibility of transforming shopping websites into SNS, and there is no experience to learn from.
2. Market opportunities
The effective deployment of SNS can further revitalize the whole network traffic.
For sellers, the use of social marketing tools, social communication means, social statistics and tracking services, and social customer service solutions can further reduce sales costs. The word-of-mouth effect of social communication can bring more transactions, and the scale of online transactions may be greatly improved.
For buyers: the social shopping experience is more enjoyable. They will be more willing to accept "friend recommendation" than advertising. The means of discovering goods are also more abundant.
For brand advertisers: through social networks, accurately find the shopping information needs of users and their circle of friends, push advertisements in a targeted manner, or launch marketing activities. In the past, advertisements placed in shops or commodity categories have become accurate advertisements for specific individuals. The value of advertisements has increased.
Competitive analysis
Industry monopoly:
SNS deployed by e-commerce has no representative monopolist in China;
In the existing SNS community, there is no national community with real-name registration and wide user coverage.
Competitor products:
1. Tencent-"Friends Circle"+Weibo Strategy
Advantages: Relying on the QQ client with more than 600 million registered users, the monthly coverage of Tencent's "Friends Community" users has reached 10 and10. 31100 million by the month of 20 10. By February of 20 1 1 year, the number of registered users of Tencent Weibo had also exceeded 1 billion. In terms of traffic, from 20 10 to 12, the monthly page visits of Tencent C2C platform are second only to Taobao. At the same time, Tencent also owns Tenpay, the second largest third-party payment platform in China. In the last two years, Tencent has continuously deployed B2C business through acquisitions. A recent case is the acquisition of Yixun, which is the third largest 3C product online mall in China besides JD.COM and Newegg.
Disadvantages: Tencent's circle of friends is an SNS product, and Weibo is closer to the media. Tencent is still in the exploratory stage, and it is necessary to get through each other and how to introduce e-commerce needs.
Note: Among many competitors, Tencent is the Internet company with the largest number of users in China and has a strong platform, while Sina and JD.COM are trying to transform into platform companies. In addition to successful products and operations, the competition among platform companies also needs to consider the interests of upstream and downstream partners and the health of the ecological chain. Taobao needs to be prepared for this.
2. Sina-Sina Weibo docked McCawlin.
20 1 1 On March 2, 2008, Sina announced the purchase of a 9% stake in Macaulay/kloc-0, a B2C clothing company. Sina first launched Sina Mall in 1999 to test the field of e-commerce, but it did not achieve great development.
Advantages: The acquisition of McCawlin is another layout of Sina e-commerce, and the new weight is Sina Weibo in full swing. At present, Sina Weibo has more than 654.38 billion registered users, and the planning of its open platform makes it possible for Sina to change from a media company to a platform company. On this platform, the combination of user base, account number and payment means can stimulate potential e-commerce demand.
Disadvantages: Sina Weibo's media attribute is too strong, and it has launched a "group" product, but the transformation to SNS has just begun, and whether it can obtain a wider range of users in the future is also one of the tests.
Note: Sina Weibo is a product that integrates the functions of Twitter and Facebook. If we can maintain the current traffic and user activity, Sina Weibo is likely to become China's Facebook.
3. Renren.com-Group Buying and E-commerce
20 1 1 In early April, Renren plans to go public in the United States. The F- 1 document released by Renren shows that Renren has1.1.70 million active users, compared with 33 million, 83 million and/kloc-respectively in the previous three years.
Advantages: Renren.com. Com, formerly an intranet established in 2005, was acquired by Thousand Oaks Group in 2006 and integrated with Thousand Oaks' 5Q campus network. It is one of the largest SNS websites in China.
Disadvantages: Renren's revenue sources are mostly concentrated in advertising and paid value-added business models. June 20 10, Renren.com "glutinous rice network" was officially launched and officially entered the group buying field. According to the statistics in the F- 1 file published by Renren.com, more than 60% of users of glutinous rice network come from Renren.com.. But at present, the layout of Renren in the open platform and e-commerce field is not clear. Among its 1. 1 100 million users, campus users still account for the majority, and there is still a certain distance from Facebook-style real-name SNS.
Competitive advantage:
1. Taobao has become the largest e-commerce platform in China, with a huge user base and active visits, and a wide range of internal business and commodity information communication needs.
By 20 10 and 12, Taobao had a monthly visit of 2.35 billion and placed 65438+78 million orders, with a turnover rate of 7.6%. (iResearch data)
Pie. Com ranked second: the monthly visit was 267 million times, and 8.033 million orders were placed, with a turnover rate of 3%. (iResearch data)
JD.COM Mall, ranked third, had 65.438+67 million monthly visits and placed 32.65438+0.00 million orders, with a turnover rate of 654.38+0.9%.
The number of brands and merchants in Taobao Mall exceeds 30,000 brands and tens of thousands of brand merchants, including official direct stores, authorized agents and distributors.
Number of C2C individual sellers: over 2.6 million.
2. Alipay users with real-name authentication have true and reliable identity information and a reliable credit verification system.
Number of Alipay users: 300 million registered users nationwide, and about 50-80 million active users.
Note: The real-name registration system of user trading accounts and considerable access flow are undoubtedly Taobao's biggest innate advantages. Effectively guiding those active users to realize SNS from some commodities and some categories may be one of Taobao's future plans.
Alipay market share: occupying more than 50% of the market share of third-party payment in China.
Number of foreign businesses: more than 500,000.
Alipay's daily transaction volume: more than 2 billion.
Alipay platform is further extended: launch clients supporting mainstream mobile operating systems such as Saipan, iOS and Android to seize the mobile payment market; Has begun to penetrate into the field of TV payment.
3. Taobao open platform has begun to take shape.
The developers of open platform gathering can be buyers and sellers under SNS. Develop rich application tools, enhance the experience and promote the benign development of this model.
By the end of 20 10, it has developed: more than 654.38 million developers; More than 20,000 applications; More than 500 million API (data open interface) calls every day; More than 200 API open interfaces; Daily sales records of up to 30,000 orders for a single application.
Project risk analysis
Market uncertainty risk:
1. The SNS demand of buyers is very uncertain.
Whether buyers need to "socialize" and how to socialize need to be discussed;
Buyers generally don't refuse advertisements, but too many and too heavy marketing methods will also produce resentment. At present, it is still difficult to grasp the scale of social marketing and the means to achieve it effectively.
2. It is difficult for buyers and sellers to form an equal communication mechanism.
3. Privacy issues bring potential risks.
Not all users are willing to share their shopping list, and not everyone who shares the shopping list is willing to show all the purchased goods.
R&D risk:
1. The existing commodity display and ranking system based on search and advertisement is in serious contradiction with SNS.
At present, the basis of business model is not only the traditional path of users' search-discovery-purchase, but also the product exposure mode in which paid advertisements by sellers occupy a prominent position. Merchants' promotion costs are high, users' means of finding products are single, and the page stay time is short, which is far from the characteristics of SNS products.
The overall structure of the website must be changed.
Note: the whole structure should be changed, which is a change of life. This risk is not generally large. The deviation of understanding SNS, the lack of experience in related fields and the lack of professional talents will also be obstacles for Taobao to develop socialized products and services and turn to SNS.
2. The research and development of 2.SNS products lacks professional teams and sufficient experience, and many products have failed in the past.
TaoJianghu: a primary product, without socialized display, recommendation and purchase mechanism, and without full docking with buyers. Most users just use it to print orders, or play some simple games, or become an advertising platform for businesses. TaoJianghu has not played any leading role in online transactions.
Gathering cost-effective and panning for gold coins: in the end, it only becomes a promotional tool for merchants, and promotes transactions by gathering users, carrying out discount activities and selling discounted goods in a specific time period.
The above products are simply attached to the existing platform, and the number of transactions promoted becomes the only guidance. User relationship is too superficial, not a real SNS product.
Competitive risk:
1. If the SNS community marketing platform of rivals such as JD.COM Mall is successful, it will bring certain threats to the SNS market of clothing and 3C products.
2. Facebook is likely to enter China.
The news that the world's largest social networking site will enter the China market is endless.
Facebook is registered. Cn domain name, and the simplified Chinese version was launched in 2008. At the end of 2010/2, mark zuckerberg, the founder and CEO, made a low-key visit to China and visited Baidu, Alibaba, Tencent and other well-known domestic internet companies.
At present, Facebookzai has made an eye-catching performance in Taiwan Province Province, China, relying on the famous online game "Happy Farm" to become the second largest website in Taiwan Province Province.
How Facebook got into China is still unclear. From Groupon's experience, it is possible to set up a joint venture company. At present, Groupon has established a joint venture with Tencent to form Gao Peng. It is reported that Facebook will cooperate with Baidu and the curve will enter China.
Once Facebook enters China, although its advantages cannot be immediately reflected due to various restrictions, the unrepresentative "SNS for all" in China may change.
Note: No Internet company should ignore the threat of Facebook. But China's Facebook is definitely not the original Facebook. In the shadow of this behemoth, products and services that meet the needs of domestic users still have their own space.
Management risk analysis
The high income and profits generated by years of stable operation of search, advertising and bidding rankings will produce resistance to inhibit innovation within Taobao.
Note: The biggest obstacle for enterprises to make changes often comes from the inside. It comes from successful products, from common experience, or from a business model that has always been effective. Whether you are really determined to break the existing model and make a subversive innovation is directly related to the success or failure of Taobao SNS. This time, can Ma Yun still hurt the killer?
In 2009, Taobao's advertising revenue has exceeded 654.38+0.5 billion yuan, and the bidding ranking through train accounted for more than 80%. Compared with that year, the whole network completed a total of 208.3 billion yuan of commodity transactions and the number of sellers exceeded 2.6 million. Advertising revenue accounts for 80% to 90% of total revenue; However, trading commission and value-added service income only account for 10% to 20%.
Users' habit of relying on advertisements and search has long been cultivated.
How to guide users to adapt to the new social mode, there is no actual operation yet.