“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 have a real gift for explaining things.
I appreciate how genuine your writing feels. Thanks for sharing.
I wasn’t sure what to expect at first, but this turned out to be surprisingly useful. Thanks for taking the time to put this together.
You really know how to connect with your readers.
This content is gold. Thank you so much!
I’ll definitely come back and read more of your content.
I never thought about it that way before. Great insight!
Thank you for making this topic less intimidating.
You always deliver high-quality information. Thanks again!
You made some excellent points here. Well done!
Thanks for sharing your knowledge. This added a lot of value to my day.
I love the clarity in your writing.
You’ve clearly done your research, and it shows.
Keep educating and inspiring others with posts like this.
Such a refreshing take on a common topic.
Your advice is exactly what I needed right now.
Such a refreshing take on a common topic.
I love how practical and realistic your tips are.
This was a great reminder for me. Thanks for posting.
I simply couldn’t depart your website before suggesting that I really loved the standard information a person supply for your visitors? Is gonna be again regularly to inspect new posts.
This gave me a whole new perspective. Thanks for opening my eyes.
I love the clarity in your writing.
You’ve built a lot of trust through your consistency.
It’s great to see someone explain this so clearly.
I’ve gained a much better understanding thanks to this post.
I love the clarity in your writing.
Posts like this are why I keep coming back. It’s rare to find content that’s simple, practical, and not full of fluff.
Your thoughts are always so well-organized and presented.
Such a refreshing take on a common topic.
Your content never disappoints. Keep up the great work!
Thank you for putting this in a way that anyone can understand.
Thank you for covering this so thoroughly. It helped me a lot.
You have a real gift for explaining things.
You really know how to connect with your readers.
I’ve bookmarked this post for future reference. Thanks again!
This is one of the best explanations I’ve read on this topic.
This topic is usually confusing, but you made it simple to understand.
So simple, yet so impactful. Well written!
You’ve sparked my interest in this topic.
I agree with your point of view and found this very insightful.
Your content always adds value to my day.
Thank you for making this topic less intimidating.
Great post! I’m going to share this with a friend.
Your passion for the topic really shines through.
This topic really needed to be talked about. Thank you.
So simple, yet so impactful. Well written!
Great post! I’m going to share this with a friend.
Thank you for offering such practical guidance.
Thanks for making this so reader-friendly.
Great points, well supported by facts and logic.