“Tmall Supermarket” es una tienda dentro de Tmall bajo marca Tmall, que pertenece a Alibaba y con un modelo de negocio que puede variar entre la venta b2b a Alibaba y el producto en depósito. Ha llegado ya a suponer el 50% del GMV de Tmall y el 50% del tráfico.
Es muy probable que el porcentaje del inventario publicitario usado para lograr ese 50% de ventas y tráfico sea superior. Seguramente se está utilizando bastante más del 50% del inventario publicitario. Le pasa a Tmall como a los medios de comunicación online, o al menos a los medios de comunicación online hace una década, que puede vender una pequeña parte del inventario a un buen precio y la mayor parte de los potenciales impactos publicitarios no tienen comprador.
En definitiva, hay muchísimo más inventario publicitario del que puede cabalmente ser vendido. Por eso para las plataformas empujar iniciativas así, al menos a nivel de tráfico y publicidad tiene un coste cercano al cero.
Tmall supermarket supone al final un movimiento estratégico de la plataforma pasando de ser tal plataforma para ser un distribuidor minorista ya sea comprando en firme o con productos en consigna.
El cliente de Tmall supermarket, busca conveniencia, fiabilidad, no pensar mucho en la selección y comprar de forma repetitiva productos recurrentes como puedan ser la leche y los pañales. Por esto tiene una tasa de compra repetitiva muy alta.
Una forma muy promocionada por parte del equipo de Tmall es estar con productos en consignación abriendo una “mini-store” que además es compatible con tener una flagship.
Más que una sustitución total, Tmall Supermarket es un complemento que para ciertas marcas puede ser útil, al menos en ciertas referencias de producto, sacrificando mucho (o todo) el margen, a cambio de obtener la visibilidad de ese inventario publicitario de “autopromo”.
This is exactly the kind of content I’ve been searching for.
What an engaging read! You kept me hooked from start to finish.
This was very well laid out and easy to follow.
This gave me a lot to think about. Thanks for sharing.
This is exactly the kind of content I’ve been searching for.
This was a very informative post. I appreciate the time you took to write it.
I’ve gained a much better understanding thanks to this post.
What I really liked is how easy this was to follow. Even for someone who’s not super tech-savvy, it made perfect sense.
I like how you kept it informative without being too technical.
I love how practical and realistic your tips are.
Your content never disappoints. Keep up the great work!
Keep writing! Your content is always so helpful.
I’ll definitely come back and read more of your content.
This is one of the best explanations I’ve read on this topic.
Great job simplifying something so complex.
I hadn’t considered this angle before. It’s refreshing!
I love how practical and realistic your tips are.
You’ve built a lot of trust through your consistency.
I’ll definitely come back and read more of your content.
I’ve read similar posts, but yours stood out for its clarity.
This gave me a lot to think about. Thanks for sharing.
I appreciate the honesty and openness in your writing.
You made some excellent points here. Well done!
Thanks for making this so reader-friendly.
This helped clarify a lot of questions I had.
This was so insightful. I took notes while reading!
I appreciate your unique perspective on this.
This is exactly the kind of content I’ve been searching for.
I love how well-organized and detailed this post is.
I love how practical and realistic your tips are.
Thank you for sharing this! I really enjoyed reading your perspective.
This was incredibly useful and well written.
Thank you for offering such practical guidance.
I wish I had read this sooner!
This made me rethink some of my assumptions. Really valuable post.
I enjoyed every paragraph. Thank you for this.
So simple, yet so impactful. Well written!
Thanks for making this easy to understand even without a background in it.
This post cleared up so many questions for me.
“I agree with your points, very insightful!”
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
I agree with your point of view and found this very insightful.
Your content always adds value to my day.
I’ve gained a much better understanding thanks to this post.
What a helpful and well-structured post. Thanks a lot!
This is exactly the kind of content I’ve been searching for.
I enjoyed your take on this subject. Keep writing!
Your breakdown of the topic is so well thought out.
You have a real gift for explaining things.
I enjoyed every paragraph. Thank you for this.