Logistics Established in 2013 to create a rapid-delivery system across China and internationally, Cainiao Logistics leveraged the rest of Alibaba’s data and technology to increase efficiency. With 128 warehouses and 180,000 express delivery stations across China. 4. 3 key drivers: RURAL EXPANSION, GLOBALIZATION, AND BIG DATA 联系 6 megatrends Expansion 扩张 • China’s economy, the second largest in the world by nominal gross domestic product, had been growing at an impressive rate since the implementation of significant economic reform in 1979. 按名义国内生产总值 (gdp) 计算，中国是全球第二大经济体。自 1979 年实施重大经济改革以来，中国经济一直在以惊人的速度增 长 13
China’s middle class was growing rapidly. 中国的中产阶级正在迅速壮大 Since 2014, government programs that introduced Internet-enabled smartphones had facilitated Internet access to China’s rural regions 自 2014 年以来， 政府推出的联网智能手机项目为中国农村地区的互联网接入提供了便利 • Alibaba leveraged this trend toward rural connectivity and helped accelerate it through its e-commerce and distribution systems. 阿里巴巴利用了这一农村互联互通的趋势，并通过其电子商务和分销系统帮助加速 了这一趋势。 Globalization 全球化扩张 In addition to providing access to rural consumers, Alibaba viewed itself as a “gateway to China” for international brands. Tmall already sold goods from some U.S. retailers but wanted more and intended to increase the speed at which goods were delivered to consumers. Singles’ Day 2015 saw buyers purchase products from more than 16,000 international brands. In 2015, Coca-Cola, Starbucks, and lululemon opened flagship stores in Tmall. Alibaba had also declared its intention to open distribution facilities in London, Milan, Germany, and France to help move global products to Chinese consumers . 除了向农村消费者提供渠道外，阿里巴巴还将自己视为国际品牌 “ 进入中国的门 户 ” 。天猫已经在销售一些美国零售商的商品，但还想要更多，并打算提高商品送达消费者的速度。 2015 年光棍节，消费者 购买了超过 1.6 万个国际品牌的商品。 2015 年，可口可乐、星巴克、露露柠檬在天猫开设了旗舰店。阿里巴巴还宣布有意在 伦敦、米兰、德国和法国开设分销设施，帮助将全球产品转移到中国消费者手中 . 5. Porter’s Generic Strategies Cost leadership This strategy allows Alibaba to expand the market share by targeting the middle class, which makes the largest proportion of overall consumer market mix in most of the countries. Middle class consumers generally place high importance to the pricing factor and cost leadership is the best strategy to cater the needs of this consumer segment. Alibaba focuses on affordability and easy accessibility of its produce across the globe, which leads towards high brand awareness and high sales growth and provides a strong competitive advantage basis. Other than charging low prices by lowering production cost and maximizing supply chain efficiency , Alibaba frequently offers discounts and coupons to achieve sales targets and handle the competitive pressure by its closest rival. The intended outcome of these discount and promotional campaigns is to increase brand popularity and encourage consumption.
You've reached the end of your free preview.
Want to read all 70 pages?
- One '14