“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”.
Thanks for addressing this topic—it’s so important.
This was easy to follow, even for someone new like me.
You’ve sparked my interest in this topic.
You have a real gift for explaining things.
What an engaging read! You kept me hooked from start to finish.
Your tips are practical and easy to apply. Thanks a lot!
I really needed this today. Thank you for writing it.
Thank you for putting this in a way that anyone can understand.
I appreciate your unique perspective on this.
I love how well-organized and detailed this post is.
Such a refreshing take on a common topic.
I love how clearly you explained everything. Thanks for this.
I love how well-organized and detailed this post is.
Thanks for making this easy to understand even without a background in it.
I appreciate the real-life examples you added. They made it relatable.
Thanks for addressing this topic—it’s so important.
Great job simplifying something so complex.
I’ll definitely come back and read more of your content.
This gave me a whole new perspective on something I thought I already understood. Great explanation and flow!
Thanks for making this easy to understand even without a background in it.
I feel more confident tackling this now, thanks to you.
I really needed this today. Thank you for writing it.
I wish I had read this sooner!
I hadn’t considered this angle before. It’s refreshing!
Great points, well supported by facts and logic.
Posts like this are why I keep coming back. It’s rare to find content that’s simple, practical, and not full of fluff.
Thank you for offering such practical guidance.
Great post! I’m going to share this with a friend.
I’ll be sharing this with a few friends.
I wish I had read this sooner!
Keep writing! Your content is always so helpful.
Your tips are practical and easy to apply. Thanks a lot!
I like how you presented both sides of the argument fairly.
Great post! I’m going to share this with a friend.
You’ve done a great job with this. I ended up learning something new without even realizing it—very smooth writing!
Such a refreshing take on a common topic.
I like how you kept it informative without being too technical.
I’m definitely going to apply what I’ve learned here.
I love how clearly you explained everything. Thanks for this.
What an engaging read! You kept me hooked from start to finish.
Such a simple yet powerful message. Thanks for this.
This post gave me a new perspective I hadn’t considered.
This was very well laid out and easy to follow.
You’re doing a fantastic job with this blog.
Thank you for making this topic less intimidating.
You always deliver high-quality information. Thanks again!
Very relevant and timely content. Appreciate you sharing this.
Great post! I’m going to share this with a friend.
Great post! I’m going to share this with a friend.
Such a refreshing take on a common topic.