“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”.
Great post! I’m going to share this with a friend.
This was really well done. I can tell a lot of thought went into making it clear and user-friendly. Keep up the good work!
Keep writing! Your content is always so helpful.
I learned something new today. Appreciate your work!
Thank you for sharing this! I really enjoyed reading your perspective.
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!
I wish I had read this sooner!
What an engaging read! You kept me hooked from start to finish.
This was a very informative post. I appreciate the time you took to write it.
Thanks for taking the time to break this down step-by-step.
This was a very informative post. I appreciate the time you took to write it.
I appreciate your unique perspective on this.
You really know how to connect with your readers.
I’ll definitely come back and read more of your content.
This was very well laid out and easy to follow.
I wasn’t expecting to learn so much from this post!
I love how practical and realistic your tips are.
I appreciate how genuine your writing feels. Thanks for sharing.
You clearly know your stuff. Great job on this article.
cxpzpy
Great job simplifying something so complex.
It’s refreshing to find something that feels honest and genuinely useful. Thanks for sharing your knowledge in such a clear way.
Your articles always leave me thinking.
You’re doing a fantastic job with this blog.
Thanks for making this so reader-friendly.
Your content always adds value to my day.
Very useful tips! I’m excited to implement them soon.
You have a real gift for explaining things.
Thank you for offering such practical guidance.
I always look forward to your posts. Keep it coming!
I appreciate the honesty and openness in your writing.
Your thoughts are always so well-organized and presented.
Your thoughts are always so well-organized and presented.
What a great resource. I’ll be referring back to this often.
Such a refreshing take on a common topic.
You’ve done a great job with this. I ended up learning something new without even realizing it—very smooth writing!
Your tips are practical and easy to apply. Thanks a lot!
This article came at the perfect time for me.
This post gave me a new perspective I hadn’t considered.
I appreciate the real-life examples you added. They made it relatable.
I’ve bookmarked this post for future reference. Thanks again!
This made me rethink some of my assumptions. Really valuable post.
This is one of the best explanations I’ve read on this topic.
Thank you for being so generous with your knowledge.
I enjoyed every paragraph. Thank you for this.
What I really liked is how easy this was to follow. Even for someone who’s not super tech-savvy, it made perfect sense.
Your content always adds value to my day.
I’m definitely going to apply what I’ve learned here.
This content is gold. Thank you so much!