03 - Mobile Commerce – New Ways to Engage Consumers - Jiang Fan.key

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1 Mobile Commerce New Ways to Engage Consumers Jiang Fan, Senior Director, Mobile Taobao

2 To be central to the lives of our customers To empower innovation and differentiation and be the world's largest destination for everyday shopping, entertainment, lifestyle and community and be the world's largest ecosystem of merchants' innovation and entrepreneurship

3 To be central to the lives of our customers To empower innovation and differentiation and be the world's largest destination for everyday shopping, entertainment, lifestyle and community and be the world's largest ecosystem of merchants' innovation and entrepreneurship

89 Annual # of Orders per Active Buyer 2 468MM MAU 1 66% PV from Recommendations YoY % 189MM DAU 1 7.

4 89 Annual # of Orders per Active Buyer 2 468MM MAU 1 66% PV from Recommendations YoY % 189MM DAU Daily # of APP Launch per Active User Refers to Mobile Taobao App, for the month ended May 31, For the tweleve months ended May 31, 2017.

5 More Content and Connections More Intelligent From transactions platform to consumer media and community AI-driven user experience and operating efficiency

6 More Content and Connections From transactions platform to consumer media and community

7 Ecommerce Platform

8 Transaction Platform Consumer Media Consumer Community

9 PC Era Mobile Era Ecosystem Participants Merchants,Taobaoke, Taobao Model, TP, ISV Web Celebrity, Personal Shopper Micro Media, News Media Talent Agency, TV Station, Social Media, KOL, Studio More Content Content Product Recommendation Native News Short form video, Live streaming Product Search, Category, Product Crazy About Shopping, Wish List, Good Find Weitao, Your Advice Please, Taobao Headlines Taobao Live Streaming, 1,001 Nights, Taobao Image

10 PC Era Mobile Era Crazy about Shopping Good Find Wish List Ecosystem Participates Merchants,Taobaoke, Taobao Model, TP, ISV Web Celebrity, Personal Shopper Micro Media, News Media Talent Agency, TV Station, Social Media, KOL, Studio Content Product Recommendation Native News Short form video, Live streaming Product Search, Category, Product Crazy About Shopping, Wish List, Good Find Weitao, Taobao Community, Taobao Headlines Taobao Live Streaming, 1,001 Nights, Taobao Image

PC Era Mobile Era Weitao Your Advice Please Taobao Headlines Ecosystem Participants

Media, News Media Talent Agency, TV Station, Social Media, KOL, Studio Content

Category, Product Crazy About Shopping, Wish List, Good Find Weitao, Your Advice

11 PC Era Mobile Era Weitao Your Advice Please Taobao Headlines Ecosystem Participants Merchants,Taobaoke, Taobao Model, TP, ISV Web Celebrity, Personal Shopper Micro Media, News Media Talent Agency, TV Station, Social Media, KOL, Studio Content Product Recommendation Native News Short form video, Live streaming Product Search, Category, Product Crazy About Shopping, Wish List, Good Find Weitao, Your Advice Please, Taobao Headlines Taobao Live Streaming, 1,001 Nights, Taobao Image

PC Era Ecosystem Participants Taobao Live Streaming Mobile Era Merchants,Taobaoke,

Agency, TV Station, Social Media, KOL, Studio Content Product Recommendation Native

Shopping, Wish List, Good Find Weitao, Your Advice Please, Taobao Headlines Taobao

12 PC Era Ecosystem Participants Taobao Live Streaming Mobile Era Merchants,Taobaoke, Taobao Model, TP, ISV Web Celebrity, Personal Shopper Micro Media, News Media Talent Agency, TV Station, Social Media, KOL, Studio Content Product Recommendation Native News Short form video, Live streaming Product Search, Category, Product Crazy About Shopping, Wish List, Good Find Weitao, Your Advice Please, Taobao Headlines Taobao Live Streaming, 1,001 Nights, Taobao Image ,001 Nights Taobao Image

13 Crazy about Shopping Good Find Wish List Taobao Headlines Weitao Other APPs VS Amazon Instagram Pinterest

14 New York Los Angeles New York Paris Austria Turkey Beijing Seoul Tokyo Beijing Taobao Live Streaming Morocco Shanghai Thailand 24-hours Online TV Station Kenya Brazil Sydney Shanghai Los Angeles Users from 6 continents Brazil Thailand

15 Daily Time Spend per Active User New York Beijing Taobao Live Streaming 24-hours Online TV Station Los Angeles 18 Minutes Shanghai Brazil Thailand

16 500%+ Taobao Live Streaming 24-hours Online TV Station May 2016 May 2017 Taobao Live Streaming DAU

17 % of live streaming users browse the product Taobao Live Streaming 24-hours Online TV Station >50%

18 Taobao Short-form Video

19 Taobao Short-form Video

20 When you browse... Taobao Short-form Video When you click to buy...

21 1,150,000 Content Creators

22 1,150,000 Content Creators 2016 Revenue Sharing to Content Creators $267,000,000

23 More Intelligent AI-driven user experience and operating efficiency

24 Intelligent Merchant Mechanism Intelligent Personal Assistant Intelligent Recommendation Intelligent Marketing Big Data Intelligence

25 Similar Consumers Browsing Behavior Purchasing Power Other Interested Products Intelligent Recommendation Demographic Shopping Behavior Family Information Interest Visiting Frequency Purchasing Power Anticipate Customer Needs Based on big data and personal recommendations, connect consumers, merchants and content efficiently. Long term Interest Driving experience Age Group Timing to Push

26 Intelligent Recommendation Anticipate Customer Needs Based on big data and personal recommendations, connect consumers, merchants and content efficiently. Family Information Driving experience Purchasing Power Age Group Interest Similar Consumers Other Interested Products Visiting Frequency Purchasing Power Timing to Push ~500 Consumer Segments High end Mid-high end Mid end Mid-low end Low end 青春学院风小胖子二次元品酒大师日吉他控系美书呆妆子控足球小将萌妹多肉君杯子控我勒勒个趣早餐君豆蔻少女女海海淘一族吉他控轻微萌物癖好书呆子旗袍女女子改装发烧友书呆子 Party 党就爱限量量版早餐君新时代拼命十三敏敏感敏敏感的我太极大师杯子控有车一族死宅懒耳癌机患发烧者友穹顶之下模型控耳机发烧友品酒大师上班族好想谈恋爱吃货的后裔重口味大叔敏敏感的我懒癌患者登山爱好者早餐君租房一族多肉君白菜爆料料君杯子控男神 style 品酒大师爱乐人设计爱好者人健身达人摄影狂人文玩控高富帅健身达人旗袍女女子装修家模型控我勒勒个趣挥毫泼墨墨派烘焙爱好者 Party 党新时代拼命十三郎萌宠大作战文玩控萌宠大作战游戏外设重度患者我们结婚吧有车一族咖啡控海海淘上班族木作匠人奔跑吧少年年早餐君灌篮高手就送咱爸妈棋牌社蕾丝控家有萌娃国风男子睡眠师旗袍女女子木作匠人温暖小贴士国风男子就爱限量量版理理想家健身达人死宅书呆子懒癌患者多肉君收藏控耳机发烧友咖啡控死宅萌宠大作有车一族书呆子绝饰佳人轻微萌物癖好早餐君萌宠大作战轻微萌物癖好就送咱爸妈理理想家老老直男香钟爱 COS 氛大学生了了没控 Party 党旗袍女女女女神范摩登主妇养生达人吉他控就爱设计感瑜伽修炼者香氛控烘焙爱好者温暖小贴士多码农 style 国风男子温暖小贴士肉轻微萌物癖好君裙控 MM 温暖小贴士美鞋控轻微萌物癖好 SVIP 壕叫我女女王大人白富美赖床专业户豹纹女女王就爱限量量版韩范小妖精烘焙爱好者蕾丝控绝饰佳人敏敏感的我想要瘦瘦瘦多肉君品酒大师旅行行家咖啡控登山爱好者茶道有气质派对女女王有气质文玩控棋牌社文玩控美帽的你天文爱好者钓鱼翁敏敏感的我瑜伽修炼者茶道气质名媛 Party 党复古女女郎绝饰佳人拼命十三郎芝士脑残粉茶道中人水族爱好者新时代拼命十三大爱设计风精致生活家养生达人棋牌社温柔女女神就爱限量量版烘焙爱好者我勒勒个趣水果大咖欧美范儿手表控复古女女郎绝饰佳人多肉君香氛控美鞋控吉他控轻微萌物癖好挥毫泼墨墨派海海淘烘焙爱好者包治百病理理想家雅致居家控 15 岁 -25 岁 22 岁 -28 岁 25 岁 -30 岁 29 岁 -41 岁 39 岁 -66 岁 55 岁 -65 岁

Intelligent Recommendation Anticipate Customer Needs Based on big data and personal recommendations, connect consumers, merchants and content efficiently.

就爱限量量版早餐君新时代拼命十三敏敏感敏敏感的我太极大师杯子控有车一族死宅懒耳癌机患发烧者友穹顶之下上班族好想谈恋爱敏敏感的我懒癌患者登山爱好者早餐君租房一族多肉君白菜爆料料君男神 style 品酒大师爱乐人设计爱好者人健身达人摄影狂人文玩控模型控耳机发烧友品酒大师吃货的后裔杯

子睡眠师旗袍女女子木作匠人温暖小贴士理理想家健身达人死宅码农 style 国风男子就爱限量量版书呆子懒癌患者多肉君收藏控耳机发烧友咖啡控绝饰佳人轻微萌物癖好轻微萌物癖好死宅萌宠大作有车一族书呆子早餐君萌宠大作战轻微萌物癖好就送咱爸妈温暖小贴士理理想家老老直男

人想要瘦瘦瘦多肉君敏敏感的我品酒大师旅行行家咖啡控登山爱好者茶道派对女女王有气质文玩控棋牌社文玩控有气质美帽的你天文爱好者钓鱼翁敏敏感的我瑜伽修炼者茶道气质名媛 Party 党复古女女郎绝饰佳人拼命十三郎芝士脑残粉茶道中人水族爱好者新时代拼命十三大爱设计风

27 Intelligent Recommendation Anticipate Customer Needs Based on big data and personal recommendations, connect consumers, merchants and content efficiently. High end Mid-high end Mid end Mid-low end Low end 青春学院风小胖子二次元品酒大师日吉他控系美书呆妆子控足球小将萌妹多肉君杯子控我勒勒个趣早餐君豆蔻少女女海海淘一族吉他控轻微萌物癖好书呆子旗袍女女子改装发烧友书呆子 Party 党就爱限量量版早餐君新时代拼命十三敏敏感敏敏感的我太极大师杯子控有车一族死宅懒耳癌机患发烧者友穹顶之下上班族好想谈恋爱敏敏感的我懒癌患者登山爱好者早餐君租房一族多肉君白菜爆料料君男神 style 品酒大师爱乐人设计爱好者人健身达人摄影狂人文玩控模型控耳机发烧友品酒大师吃货的后裔杯子控重口味大叔高富帅健身达人旗袍女女子装修家模型控我勒勒个趣挥毫泼墨墨派烘焙爱好者 Party 党新时代拼命十三郎萌宠大作战文玩控萌宠大作战游戏外设重度患者我们结婚吧有车一族咖啡控海海淘烘焙爱好者上班族木作匠人奔跑吧少年年早餐君灌篮高手就送咱爸妈棋牌社蕾丝控家有萌娃国风男子睡眠师旗袍女女子木作匠人温暖小贴士理理想家健身达人死宅码农 style 国风男子就爱限量量版书呆子懒癌患者多肉君收藏控耳机发烧友咖啡控绝饰佳人轻微萌物癖好轻微萌物癖好死宅萌宠大作有车一族书呆子早餐君萌宠大作战轻微萌物癖好就送咱爸妈温暖小贴士理理想家老老直男香钟爱 COS 氛大学生了了没控 Party 党多国风男子肉君旗袍女女女女神范摩登主妇养生达人吉他控就爱设计感瑜伽修炼者香氛控温暖小贴士裙控 MM 温暖小贴士美鞋控轻微萌物癖好 SVIP 壕叫我女女王大人白富美豹纹女女王就爱限量量版赖床专业户韩范小妖精烘焙爱好者蕾丝控绝饰佳人想要瘦瘦瘦多肉君敏敏感的我品酒大师旅行行家咖啡控登山爱好者茶道派对女女王有气质文玩控棋牌社文玩控有气质美帽的你天文爱好者钓鱼翁敏敏感的我瑜伽修炼者茶道气质名媛 Party 党复古女女郎绝饰佳人拼命十三郎芝士脑残粉茶道中人水族爱好者新时代拼命十三大爱设计风精致生活家养生达人棋牌社温柔女女神就爱限量量版烘焙爱好者我勒勒个趣水果大咖欧美范儿手表控复古女女郎绝饰佳人多肉君香氛控美鞋控吉他控轻微萌物癖好挥毫泼墨墨派海海淘烘焙爱好者包治百病理理想家雅致居家控 Super VIP 壕 15 岁 -25 岁 22 岁 -28 岁 25 岁 -30 岁 29 岁 -41 岁 39 岁 -66 岁 55 岁 -65 岁

28 Manage ~10 Million Merchants Intelligent Merchant Operations Intelligent Merchant Mechanism Intelligent Merchant Recommendation Empowering Merchant Innovation

29 Select the Best Merchants to Serve Each Consumer s Needs Intelligent Merchant Operations Differentiation Creativity Empowering Merchant Innovation

30 Build and maintain a strong and fair platform for merchants Intelligent Merchant Operations A full set of products and channels for merchants at different scales and growth stages Better serve all different kinds of consumers by providing more targeted content Empowering Merchant Innovation Post 70s Artistic Gentleman Post 80s Baking Lover Post 90s Fresh Meat Post 00s Kuso Girls

31 Intelligent Marketing AI-enabled text and visual presentation improves click-through and conversion AI Design

32 Package Refund Bill Change phone number Delivery fee Find password Payment Complain Shipment Login Alipay Intelligent Processing 7 24hr 秒级回复知识图谱 87% 智能解决复杂交易易智能处理理售前售后一站式咨询智能替代人工问题预测交易易维权账户异常快递预测退款去向发货物流售后关怀交互反问意图理理解算法推荐商品导购内容导购商品清单购物心得图片导购纪念日提醒日程提醒订机票买火车票充话费买电影票周期购提醒抢购开团提醒旅行行攻略略 Shopping Guide Personal Assistant After Sales Service Intelligent Personal Assistant Customer Service Chatbot

33 7 24hr 秒级回复知识图谱 87% 智能解决复杂交易易智能处理理售前售后一站式咨询智能替代人工问题预测交易易维权账户异常快递预测退款去向发货物流售后关怀交互反问意图理理解算法推荐商品导购内容导购商品清单购物心得图片导购纪念日提醒日程提醒订机票买火车票充话费买电影票周期购提醒抢购开团提醒旅行行攻略略 Shopping Guide Personal Assistant After Sales Service 内容导购 Guess what you like 商品导购图片场内容平台多模多轮 SUG 反问自然语言交互商品知识图谱购物意图理理解行行业导购定制周期购 Travel Tips Train Tickets Bus Ticket 买门票周末去哪玩生活提醒 Bus Ticket Morning call Ticketing Anniversary Reminder 日程提醒抢购提醒 Promotions and coupons Music Movie Tickets Top-up phone Weather Report Local Services Food Delivery 在线医生 Intelligent Personal Assistant Customer Service Chatbot

34 Taobao is a huge use case of Data Technology.

35 Thank You

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