1、 1 JIANG Fan, President of Taobao and Tmall Taobao and Tmall - Massive and Fast Growing Retail Marketplace September 23-24, 2019 Hangzhou, ChinaMarketplace Growth at Scale 供给多元发展 Diversified Product Supplies Enhanced Consumer Experience 技术赋能商业 Technology Empowering Commerce 平台规模增长 消费场景升级2 Up 26% YoY
2、 in Q2 QTD FY20 Accelerated Growth of DAU (3) 755 Million Mobile MAUUp 121mn YoY in June 2019 (1) 674 Million AAC Up 98mn YoY in Q1 FY20 (2) Rapid User Growth 平台用户规模高速增长 Notes: (1) China retail marketplace Mobile MAU for the month ended June 30, 2019 (2) China retail marketplace annual active consum
3、er for the last twelve month ended June 30, 2019 (3) Q2 QTD FY20 represents the period between July 1,2019 and August 31,2019. Up 226mn Up 208mn Marketplace Growth at Scale 用户增长 User Growth370%+新用户来自下沉市场 RMB 2,000 70%+ 40% FY18&19 下沉市场新用户ARPU平均值 Over 70% of New Consumers are from Less Developed Area
4、s User Penetration in Less Developed Areas FY18&19 Average ARPU of New Consumers from Less Developed Areas 下沉市场人口渗透率 Penetrating into Less Developed Areas Drives User Growth 下沉市场驱动用户增长 (1) (1) (2) Notes: (1)For FY 2019(2)Average of first year annual spending of new users in FY2018 and FY2019 用户增长 Us
5、er Growth Marketplace Growth at Scale 4Robust Growth on China Retail Marketplaces 中国零售平台规模高速增长 YoY Growth of Online Sales of Physical Goods in China According to National Bureau of Statistics YoY Growth of China Retail Sales According to National Bureau of Statistics YoY Growth of Tmall Physical Goo
6、ds GMV (Excluding Unpaid Orders) 中国零售平台规模 China Retail Marketplaces FY18 FY19 25% 26% YoY Growth of Alibaba China Retail Marketplaces Physical Goods GMV (Excluding Unpaid Orders) Q1 FY19 Q2 FY19 Q3 FY19 Q4 FY19 Q1 FY20 9% 8% 8% 9% 9% 22% 21% 21% 24% 26% 34% 33% 29% 30% 34% YoY Growth of Tmall Physic
7、al Goods GMV (Excluding Unpaid Orders) Marketplace Growth at Scale 5Consumer Electronics 12% Tmall Consumer Electronics 22% National -11% YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid Orders YoY Growth of Retail Sales in China During Jan-Jul 2019 (2) 1-8 China Retail Sales D
8、uring Jan-Aug 2019 (1) Auto 43% Home Deco 3% Others 2% Tmall Drives China Retail Sales Growth 天猫驱动消费市场增长 FMCG 28% Tmall FMCG 44% YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid Orders National 11% YoY Growth of Retail Sales in China During Jan-Aug 2019 (1) Apparel 12% Tmall Ap
9、parel National 3% 26% YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid Orders YoY Growth of Retail Sales in China During Jan-Aug 2019 (1) Notes: (1) Source: NBS (2) Source: Sino Market Research, China Market Monitor 天猫 Tmall Marketplace Growth at Scale 6Diversified Product Supp
10、lies to Meet One Billion Consumers Demand 多元化供给满足中国10亿消费者需求 New Brands New Products 新品类 Brands New Categories High Quality 品牌品质 工厂直供 From Manufacturers 农场直供 From FarmersProducts from OriginsValue-for-money 高性价比 全球购 Global Buy 海外品牌 Global BrandsImported Products Global Direct Sourcing 全球直供 Long-tail
11、Products 特色商家 Long-tail Products 闲鱼C2C C2C Diversification 丰富多元 7新品首发 新品牌孵化 天猫联合定制 New Product Launch Customized Products New Brand Incubation 天猫新供给战略 Tmall New Supply Strategy Competitive Advantage from Dierentiated Supply Chain 从供给侧实现天猫的差异化竞争优势 Diversified Product Supplies 8 9 Tmall Has Become the
12、 First Choice for Brands New Product Launch 天猫已成为品牌线上线下新品首发阵地 80% 2018年天猫上市新品SKU数 2018年新品销售同比增长 Number of SKUs Launched on Tmall in 2018 YoY Growth for New Product Sales in 2018 Category Top Onein Month of Launch Category Top Onein Month of Launch Category Top Onein Month of Launch Estee Lauder Lips
13、tick Huawei Mate 20 Series Hottoys Iron Man Toy (2) 50mn+ 服饰类目2019年8月新品销售占比 % of sales of New Products in Total GMV of Tmall Apparel in Aug 2019 53% 品牌供给 - 新品首发 Brands - New Product Launch Diversified Product Supplies 10 品牌供给 - 新品牌孵化 Brands - New Brand Incubation New Brand Incubation 新品牌孵化 New Consu
14、mers New Media新媒体 New Trends新趋势 New Demand Calls for New Brands 下沉人群 Consumers in Less Developed Areas 男性用户 Male Consumers 年轻人群 Young Generation 社交媒体 Social Media直播 Live Streaming 短视频 Short Videos 新品类 New Categories 消费分层 Consumer Segmentation 消费升级 Consumption Upgrade Perfect Diary New Beauty Brand 天
15、猫将成为最大的新品牌诞生地 Tmall Becomes the Largest Birthplace of New Brands New Coffee Brand Sub-brands of Large Groups 大集团的子品牌 海外新进品牌 新生代品牌 产业带新品牌 New Oversea Brands New Factory Brands Newly Created Brands 完美日记 三顿半咖啡 Diversified Product Supplies 11 Alibaba Cloud IntelligenceFactory Digitization CainiaoSmart L
16、ogistics Ant FinancialSupply Chain Finance Taobao/ JuhuasuanSales with Certainty 联合定制 Customized Products 产销协同 On-demand Manufacturing 产地集采 Collective Sourcing Alibaba Business Operating System Upgrades Manufacturers 聚划算“天天工厂” Made-to-order Factory 3年实现10,000家工厂的数字化升级 3mn+ Orders Aug 2018 Oct 2018 D
17、ec 2018 Feb 2019 Apr 2019 Jun 2019 Aug 2019 C2M C2M 3mn Orders Qianxuan Scale 千选体重秤 Ice Sleeve 冰袖 Monthly Orders of Customized Products Customized Products To Digitize and Upgrade 10,000 Manufacturers in Three Years 源头供给 Products from Origins Leveraging Data Technology to Digitize and Upgrade Manufa
18、cturers 通过数字化能力，实现原产地产业带的全面升级 (1) (2) Notes: (1) Number of accumulated orders since October 2018 (2) Number of accumulated orders since April 2019 Diversified Product Supplies 12 Active Taobao Marketplace of Long-tail Products 活跃的淘宝特色长尾市场 店铺名：大学生村官创业寻味开店时间：2013年 Store Open Year: 2013 Farmer 大学生村官创业寻
19、味 农人 店铺名：慕芮雅开店时间：2017年 Store Open Year: 2017 Designer 极有家原创设计师 匠人 店铺名：喵屋小铺开店时间：2018年 Business Started from 2018 ACGN Merchant COS服制作 二次元 淘宝特色长尾市场 Taobao Marketplace of Long-tail Products 淘宝特色原创市场过去两年的复合增长率大于30% Two-year CAGR for Sales of Long-tail Products on Taobao is over 30% Notes: (1) CAGR for t
20、he period of Sep 22, 2017 to Sep 21,2019 (1) Diversified Product Supplies 13 闲鱼 Idle Fish Diversified Product Supplies Idle Fish - Fast Growing C2C Community and Market 闲鱼 - 高速增长的C2C社区市场 Product Leasing C2C House Leasing Recycle/ Resell C2C Sale of Secondhand Items 14 2000万级DAU 闲鱼持续加速增长 20mn DAU as
21、of Sep 2019 Accelerating Growth of DAU Jan 2016 Sep 2016 May 2017 Jan 2018 Sep 2018 May 2019 RMB100bn+ 60mn+ 1.3mn+ FY19 GMV Number of Active Individual Sellers in FY19 Number of Interest- based Communities FY19 FY19 Notes: (1) YoY Growth of average DAU in the period of September 1-20, 2019. 闲鱼 Idle
22、 Fish Idle Fish - Fast Growing C2C Community and Market 闲鱼 - 高速增长的C2C社区市场 (1) Diversified Product Supplies 15 供给多元发展 Diversified Product Supplies Directly Sourced Products Direct from Farms Direct from Manufacturers Global Brands Imported Products Designer Brands National Brands Long-tail Products C
23、2C Made-to-order Trendy Brands New Brands Diversified Product Supplies to Meet One Billion Consumers Demand 多元化供给满足中国10亿消费者需求 16 Enhanced Consumer Experience 娱乐化互动 Interactive Entertainment 淘宝直播 Taobao Live Streaming 信息流 Recommendation Feeds 消费场景升级 17 金币庄园 淘宝人生 叠猫猫 双11合伙人 Taobao Life Small Game in 6
24、18 Festival Small Game in Double 11 Festival Taobao Points 红包签到 Small Game for Cash Coupon 娱乐化互动 Interactive Entertainment Enhanced Consumer Experience Interactive Entertainment Product Matrix Accelerated User Engagement 娱乐化互动产品矩阵，加速拉动用户活跃度提升 18 UGC PGC Videos Live Streaming Channels Themes Hot Topi
25、cs 信息流 Recommendation Feeds Enhanced Consumer Experience Unique Visitors to Recommendation Feeds Q1 FY20 UV up 104% YoY in Q1 FY20 Q1 FY20 UV同比增长 104% Q1 FY19 75% 56% Q1 FY19 Q1 FY20 Increasing MAU Penetration Rate 75% of MAU Visited Recommendation Feeds 首页MAU渗透率 Aug 2018 Aug 2019 22% 0% Diversified
26、 Content Contributes 22% of Pageviews 泛内容PV占比 % of Recommendation Feeds Pageviews Increasing Visits to Recommendation Feeds 信息流成为主要访问入口 19 FY19成交金额 50%+ RMB 100bn+ FY19天猫商家直播渗透率 GMV in FY19 FY19 % of Tmall Merchants Using Live Streaming Notes: (1) Growth of GMV led by Taobao live streaming from Apri
27、l to August 2019 140% FY20 YTD成交同比增长 GMV YoY Growth in FY20 YTD (1) 淘宝直播 Taobao Live Streaming Enhanced Consumer Experience Taobao Live Streaming 淘宝直播iFashion Week 新势力周 30% 80%+ 30%+ 618 Festival Jan-Aug 2019 2,000+ Double 9 Festival 99划算节 240% 直播+美妆 Cosmetics 直播+服饰 Apparel 直播+珠宝 Jewelry 直播+食品 Food
28、直播+聚划算+天猫汽车 Auto FY19 淘宝直播 Taobao Live Streaming Enhanced Consumer Experience % of First-day Sales Led by Taobao Live Streaming % of Sales Led by Taobao Live Streaming Sets of Cars Sold via Taobao Live Streaming YoY Growth of Sales Led by Taobao Live Streaming Taobao Live Streaming 淘宝直播 Tmall Mercha
29、nts Using Live Streaming20 21 Technology Empowering Commerce 技术赋能商业 旗舰店2.0 Tmall Flagship Store 2.0 5G时代场景化购物 Immersed Shopping Experience in 5G Era 全域数据化运营 Digitized Uni Operation帮助1万品牌，20万商家加速零售数字化升级，搭建新阶段增长引擎 To Enable 10,000 Brands and 200,000 Merchants to Accelerate Digitization and Drive New G
30、rowth 2.0 Tmall Flagship Store 2.0 数据应用升级 Enhance Application of Data 品牌个性化表达 会员精细运营 粉丝分层互动线上线下连接升级 Improve Online and Oine Connection 会员&权益互通 货品&服务共享 品牌门店在线 开放能力升级 Increase Openness互动营销升级 开放场景升级 定制能力升级 1.0 Tmall Flagship Store 1.0 货品 Products 成交 Transactions Price Conversion Rate 旗舰店2.0 Tmall Flags
31、hip Store 2.0 Technology Empowering Commerce Brands Ofcial Corporate Website Powered by Alibaba Business Operating System From Product Management to Consumer Management 帮助品牌商家从货品运营走向消费者运营22 23 旗舰店2.0 Tmall Flagship Store 2.0 Technology Empowering Commerce 2.0 Tmall Flagship Store 2.0 数据应用升级 Enhance
32、Application of Data 品牌个性化表达 会员精细运营 粉丝分层互动线上线下连接升级 Improve Online and Oine Connection 会员&权益互通 货品&服务共享 品牌门店在线 开放能力升级 Increase Openness互动营销升级 开放场景升级 定制能力升级 Brands Ofcial Corporate Website Powered by Alibaba Business Operating System 个性化品牌店铺 品牌空间 购物小程序 品牌门店 消费者运营更精准 营销更高效 应用更开放 线上线下更紧密 千人千面 会员中心 附近门店 粉丝
33、互动升级 品牌空间 品牌内容 品牌互动 门店商品 门店服务 Customized Storefront Branding Space Shopping Mini Program Offline Store Consumer Management More Precise Marketing More Efficient Applications More Open Online and Offline Closer From Product Management to Consumer Management 帮助品牌商家从货品运营走向消费者运营23 24 7 ,500+品牌加入数据银行 7 ,
34、500+ Brands Using Databank 用户画像 生活方式 会员生命周期 地理位置 人生阶段 粉丝亲密度 购买力偏好 渠道偏好 旗舰店2.0千人千面Operation by Merchants 商家自运营场景 微淘粉丝内容 CRM会员运营 Tmall Flagship Store 2.0 Weitao Content CRM Management Marketing 营销场景 阿里妈妈高效投放 小黑盒新品 超品日精准用户 Alimama Ads Hey Box Super Brand Day New Retail 新零售场景 大润发 品牌门店销售 零售通 Offline Stor
35、e Sales Sun Art Retail Lingshoutong External Domain 淘外场景 站外广告投放 社交媒体运营 Ads Operation on Social Media 全域数据化运营 Technology Empowering Commerce Digitized Uni Operation Digitized Uni Operation 全域数据化运营 25 品牌雷达 OTT 品牌特秀 开屏联投 高潜人群筛选 全域品牌种草 精准定制新品，营销节点爆发 52%Price YoY Growth 20%Growth of Penetration Rate 73%
36、of Sale to Members Technology Empowering Commerce Consumer Targeting Omni-channel Branding New Products Launch Digitized Uni Operation to Serve Consumer Demand Pricing Brand Upgrade Member Engagement 全域数据化运营 Digitized Uni Operation25 Notes: (1) During 2019 618 Festival (1) (1) (1) 26 Virtual Fitting
37、 Room AR Powered Makeups Shopping VR Powered iHome AR Powered Shopping 虚拟试衣间 美妆AR试装 全屋场景漫游 AR场景化 Immersed Shopping Experience in 5G Era 5G 5G时代场景化购物 Immersed Shopping Experience in 5G Era Technology Empowering Commerce 27 Marketplace Growth at Scale 供给多元发展 Diversified Product Supplies Enhanced Consumer Experience 技术赋能商业 Technology Empowering Commerce 平台规模增长 消费场景升级 28
