This document discusses Taobao's mobile commerce market in China. It provides a brief history of Taobao Wireless' development since 2009, including growth in daily users, transactions, and traffic. Key metrics are highlighted such as 10 million annual active users and 302 million RMB in annual transaction volume by 2009. The mobile commerce market in China is still in its early stages with a focus on entertainment and information over shopping. Cooperation opportunities are outlined between Taobao and other companies to expand services, open platforms for developers, and specialized vertical operations.

1. 中国手机购物市场探讨
—淘宝无线分享
Mobile commerce market
- from Taobao wireless
Mr. Song Man Yuan 宋漫远
for MobileMonday Shanghai
8 March 2010
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2. 目录
Index
淘宝无线介绍 Introduction of Taobao Wireless
几点思考 Brief Summary and market status
行业合作 Cooperation
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3. 发展历程 Development History
2009年3月 March 2009
组建无线事业部 Taobao Wireless department established
2009年9月 Sep 2009
每日独立访问用户数突破100万 The number of daily visitors reached 1million
2009年10月 Oct 2009
每日交易笔数突破1万笔、注册用户数突破1万人 The number of daily
transactions reached 10 thousand and the number of total registered members
reached 10 thousand.
2009年12月 Dec 2009
每日交易笔数突破10万笔、交易金额突破100万、访问用户数突破400万
、注册用户数突破3万人 The number of daily transactions reached 100
thousand and volume reached 1 million RMB. The number of daily visitors
reached 4 million and total registered members reached 30 thousand.
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4. 用户发展 Taobao wireless PV and UV status from Mar ~ Nov 09
2009年3月－11月手机淘宝PV和UV情况
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5. 业务增长 Taobao GMV and Alipay value status from Jan ~
Nov 09
2009年1月－11月手机淘宝GMV和支付宝情况
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6. 影响力－10月排名已升至第八 Taobao’s ranking
increased to Top 8 in China in Oct 09 (opera mini ranking)
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7. 业务体系 business system
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8. 产品体系 product
M.taobao.com
购物搜索 shopping item search
合作商城 Cooperated online shops
手机客户端 mobile users’ interface
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9. 合作商城
Cooperated
online shops
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10. TOP平台
Taobao open
platform
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11. 买家客户端 User (buyer) interface
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12. 淘掌柜 user –(seller) interface
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13. 卖家终端-灵素之梅 Taobao Phone – Ling Su Zhi Mei
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14. 几点思考 Brief Summary
and Market Status
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15. 2009实践总结 Tao bao wireless commerce
Summary in yr 2009
用户发展 user development
l 年度活跃用户：1000万 annual active users: 10 million
l 日活跃用户：250万 daily active users: 2.5 million
交易规模 Transaction volume
l 年度交易总额：3.02亿RMB volume of annual transaction: 302
million RMB
增长速度 increase
l 下半年月环比增速超过40％ increased 40% in 2nd half of the
year
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16. 市场－起步阶段 market is in the initial stage
手机应用行业状况 mobile application status
l 娱乐、信息、交友为导向 still focus on entertainment, information and dating
service
l 电子商务影响力需要提升 still need to improve the influence of mobile
commerce
用户成熟度 user status
l 实物消费的刚性需求显现 Increase in demand for purchasing physical items
l 对手机购物的认知还不够 not familiar with mobile online shopping
商家参与度 commercial attitude
l 关注并看好长期发展前景 Optimistic for the future
l 对手机购物用户的消费行为研究很少 few studies on mobile commerce
consumption
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17. 关键点 Key points
支付体系 Payment system
l 安全体系：要构建体系性的安全保障 safe system
l 资金渠道：多元化，低成本 Funding sources shall be diversified and low cost
l 便捷性：简单是关键 Convenience
信用体系 Credit system
l 交易诚信：担保交易、COD Secured Transactions and COD
l 互动沟通：信息的完整性，以及买卖双方沟通的有效性 Completed users’
information and efficient communication between sellers and buyers
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18. 行业合作 Cooperation
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19. 开放
服务开放 open the service to cooperators
l 购物搜索：输出淘宝商品、交易信息 shopping item search: export
taobao product and transaction information
l 合作商城：输出交易、支付、商品、物流服务体系 Cooperated
online shops: export transaction, payment, product and logistic service system
平台开放 open the platforms to cooperators
l 无线TOP：开放淘宝无线应用开发API open taobao wireless API
l 开发者大赛：优胜者提供专项运营基金，孵化应用 open taobao
platform to start up / individual groups
运营开放 open the operations to cooperators
l 淘拍档：垂直领域的专业化运营合作 work with cooperators for expertise
operations
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20. 谢谢！
Thanks!
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