As a practitioner who has been He Tuber deeply involved in private sector retail for many years, Lao Zhang believes that only the term "private sector retail" can fully define the retail industry chain in the private sector scenario, and can also integrate Taoke, group buying, social e-commerce, and even offline All types of private domain retail transaction models that occur in private domain traffic scenarios, such as retail, are unified.

Private domain retail seems similar to social e-commerce, but there are essential differences. Private domain describes traffic scenarios, while social describes relationships. In actual private domain retail, many sales scenarios do not have social relationships, or users are in the private domain. The essence of placing orders online is not for socializing. When companies do private retail, they are not doing socializing with users, but to cultivate repurchase relationships.

There is a fundamental difference between social networking and deep cultivation of repurchase relationships.

After so many years of development, offline retail formats have already developed a strong sense of private sector management. Private sector retail already includes online and offline, so social e-commerce cannot describe the complete picture of this market. In a sense, social e-commerce is an artificially created and wrong definition without careful consideration. This is something Lao Zhang highly agrees with Huang Zheng’s point of view back then.

Therefore, private sector retail can actually be pushed forward 13 years to 2010, and backward is a more ambitious future blueprint. Because of its decentralized and non-unified market characteristics, market participants are often less aware of its total size and market activity than centralized e-commerce platforms. However, in fact, the overall scale of private retail has already approached one trillion yuan, exceeding any offline physical retail format and exceeding any leading online e-commerce platform.Similarly, due to the decentralization of private sector retail and the characteristics of non-unified markets, retail players are faced with various pain points such as insufficient private sector infrastructure capabilities, mismatched supply chain pallets, and quarterly dispersion of channels in order to leverage economies of scale.

This has resulted in quite a few companies still remaining at the stage of channel distribution for private sector retail, failing to develop the most essential value of private sector retail - long-term repurchase relationships. In terms of users, supply chain, and traffic operations, although some synchronous companies are already at the forefront, there are still quite a few companies that are only in their early stages.

As a veteran of the private sector retail market, Lao Zhang has spanned multiple cycles such as Taoke CPS, social e-commerce, dual-line private sector boom, community group buying, and community group buying. During this period, we have seen the ebb and flow of various models, with successes and failures, and we have also seen the tenacity of the private traffic grassland with the support of decentralized energy.

This time, I will systematically sort out the past and present history of private sector retail, the evolution of private sector retail, and the current hot private sector retail market trends and operational logic. I hope it can help everyone understand private sector retail. We have a profound understanding of this industry and can help everyone better realize value through the private domain.The Taobao Alliance was born after Jack Ma made a strategic adjustment to "put Alibaba's mother back into Taobao's womb".

Alimama is an advertising platform owned by Alibaba. The idea when it was first born in 2007 is not much different from the current three-party advertising trading platform. However, because both the supply and demand sides of the transaction are on the periphery, Alimama does not provide much commercial value for matching the transaction, so it is actually not competitive.

If you want to develop, if you don't innovate the platform model, you can only follow the example of other advertising agencies as channels, and pile up sales and headcount in large quantities. This has no future, and it is not the growth model that Internet companies should adopt.

So in 2008, Alimama returned to Taobao and became the core carrier of Taobao's commercialization. Since then, various advertising and marketing tools for merchants on the Taobao platform have emerged one after another. Today, through trains, gravity cubes, Taobao alliances, etc. are all unified on the Alimama platform.

Taobao was born from this.

In the PC Internet era, Taobao was actually promoted in a way similar to the webmaster alliance. A large number of webmasters use Taobao channel collection pages to generate exclusive links and hang them on their own websites to promote goods. This form of massive link media is still one of the channels in the CPS model today.

By 2010, all products with commissions will be output through the API interface, and Taobao customers can also get order-related data. The open interface lowers the threshold for participation. In addition to large media, small and medium-sized traffic channels can also participate in bringing goods, which has brought about the first wave of growth in Taobao customer promotion.

During the 2010-2015 cycle, various traffic channel models emerged around the Taobao ecosystem.

The first is a model that provides users with shopping rebates, such as three-party channels such as Rebate Network.

The second type is a content shopping guide platform, such as Meilishuo, Mogujie, etc., which is somewhat similar to today’s Little Red Book. They entered the early stages of Taobao, when personalized search and recommendations were still immature, and provided vertical professional shopping guide services to address the pain points of low user search and consumption decision-making efficiency.

The third type is to provide users with products with special sales and shopping guides, such as 800 discounts, etc. This is this model.