“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”.
You’re doing a fantastic job with this blog.
You made some excellent points here. Well done!
This was very well laid out and easy to follow.
Your passion for the topic really shines through.
What an engaging read! You kept me hooked from start to finish.
This gave me a lot to think about. Thanks for sharing.
Great job simplifying something so complex.
You bring a fresh voice to a well-covered topic.
Great article! I’ll definitely come back for more posts like this.
This was a very informative post. I appreciate the time you took to write it.
I’ve bookmarked this post for future reference. Thanks again!
I enjoyed your take on this subject. Keep writing!
I never thought about it that way before. Great insight!
This gave me a whole new perspective. Thanks for opening my eyes.
Great post! I’m going to share this with a friend.
I’ve read similar posts, but yours stood out for its clarity.
Thank you for being so generous with your knowledge.
I’m definitely going to apply what I’ve learned here.
This is exactly the kind of content I’ve been searching for.
I hadn’t considered this angle before. It’s refreshing!
I love how well-organized and detailed this post is.
Your writing always inspires me to learn more.
Keep writing! Your content is always so helpful.
I’ll be sharing this with a few friends.
Your passion for the topic really shines through.
Thanks for addressing this topic—it’s so important.
This content is gold. Thank you so much!
Such a thoughtful and well-researched piece. Thank you.
You always deliver high-quality information. Thanks again!
This was very well laid out and easy to follow.
I appreciate the honesty and openness in your writing.
It’s refreshing to find something that feels honest and genuinely useful. Thanks for sharing your knowledge in such a clear way.
Your breakdown of the topic is so well thought out.
I’ve read similar posts, but yours stood out for its clarity.
You’ve done a great job with this. I ended up learning something new without even realizing it—very smooth writing!
You’ve built a lot of trust through your consistency.
This is now one of my favorite blog posts on this subject.
Thank you for sharing this! I really enjoyed reading your perspective.
Such a thoughtful and well-researched piece. Thank you.
I love how well-organized and detailed this post is.
I wish I had read this sooner!
I appreciate the honesty and openness in your writing.
I really appreciate content like this—it’s clear, informative, and actually helpful. Definitely worth reading!
This helped clarify a lot of questions I had.
What a great resource. I’ll be referring back to this often.
You always deliver high-quality information. Thanks again!
Thanks for making this so reader-friendly.
What I really liked is how easy this was to follow. Even for someone who’s not super tech-savvy, it made perfect sense.
Such a refreshing take on a common topic.
Your breakdown of the topic is so well thought out.