Taobao Crown Seller Said No Advertising Was Shielded, Allegedly Fatten Up And Kill Again.

"We started in 2009. TaoBao Sales, popularity and credit ranking are highly praised in the industry. But because there is no advertising, it is difficult to find us in general search unless we directly use the names of shops and products. A few days ago, Zhang Dajun, a seller of honey and other products, reported to reporters by Taobao.

Further investigation found that Zhang Dajun's experience was not a case in Taobao, and many of its sellers were friends with each other. More information shows that Taobao is not the same for the original grassroots sellers. Once the Seller becomes a crown, it will take measures to cut off the search traffic entry after strong reliance on the flow and economic strength, thus forcing the seller to advertise in disguise.

　　 Fuzzy search can not find.

Public information shows that at present, Taobao has about about 6000000 businesses, more than 400 million kinds of goods, whether it is every merchant or every commodity, it is facing thousands of competitors. If you want to stand out from it, strong sellers can do competitive bidding in search. Sellers who can not advertise can only expect to import traffic from sales, credit and other rankings.

However, Zhang Da Jun, who did not advertise in Taobao, found that this free traffic entrance has been cut off by Taobao intentionally. "Our products are sold well. There are several ranking at least 3 pages before, but the sales search is placed behind 30 pages, and it can only be searched directly by name."

The reporter entered "honey" in Taobao search, and searched nearly 300 thousand products, totaling 100 pages. After sorting the sales from high to low, the first 10 pages were searched, and sales in recent 30 days ranged from nearly 20 thousand to less than 100.

According to Zhang Dajun's store data, there are at least 4 products sold over 100 items in the past 30 days, but none of them appear in the first 10 pages of the above search results.

"Most users can only carefully read 40 items on the first page, and have the patience to browse through the first 3 pages, which are few and behind 10 pages or even 30 pages." Zhang Dajun disclosed that the current search contribution accounted for less than 1% of the total traffic volume, which was introduced by repeated customers and word of mouth.

Like Zhang Dajun, who was "pushed back" by malicious search results, many of his friends, Zhang Yan, who opened shop with Taobao, also reflected similar problems. "Everyone is like this. They are numb and do not want to talk to Taobao in the past. I hope they will not mention my name in the report."

　 Allegedly fatten up and kill again

It is noteworthy that Zhang Dajun and others were not so disliked by Taobao at the very beginning, and most of the traffic in the early days of the shop was also imported from the search. This reversal is the last time in the past two years. Crown is a credit rating of Taobao shop. It refers to sellers who are praised by buyers for more than 10 thousand pens.

"There are shops that have just opened and no advertisements, but they are easier to find than I am. The reason is really hard to say. Maybe Ma said that he encouraged "small and beautiful" to support the small sellers who just opened shop, and put the traffic into their shops. Zhang Dajun told reporters that this obviously forced the crown sellers to advertise.

It is reported that Taobao founder Ma Yun began to advocate "small and beautiful" as early as 2009. Last year's Internet Commerce Conference specifically chose 10 sellers who were not particularly prominent in sales as winners.

Wang Guangdi, a business observer, thinks Taobao is obviously "fatten up and kill again". "When the grass-roots shop started its own business, it had no ability to promote it. It could only be supported by free traffic and its dependence. Once they become crowns, with a certain amount of capital accumulation, they cut off the traffic entrance that they could get freely, and they had to compete for the price.

Since the beginning of 2008, despite repeated collective denunciation by sellers, Taobao has launched a series of toll items such as "through train" and "competitive price ranking". The seller can set up a number of key words, once the buyer search for these keywords in Taobao, sellers. Advertisement It will appear; the higher the cost per click, the higher the ranking in search results.

More analysts pointed out that Taobao currently has about 6000000 sellers, traffic competition has been white hot, Ma Yun "small and beautiful" to encourage more sellers to enter, is bound to further exacerbate the flow of competition, Taobao's advertising value will also rise in the same range, "this is clearly a trap." {page_break}

　　 Advertising revenue increased by 100% annually

In fact, it is the advertising business that constitutes the main body of Taobao's revenue every year. It also makes the Taobao department the only exception to the Chinese market, which is deeply involved in the price war, the Red Sea and the continuous loss of money.

According to the research data collected by reporters, Taobao's advertising revenue in 2009 was 1 billion 500 million yuan, ranking behind Baidu, Google and Sina. In 2010, it rose rapidly to 4 billion yuan, more than Sina; in 2011, this figure once again became 8 billion 790 million yuan, second only to that of Google. Baidu 。

By the end of 2012, Taobao's overall advertising revenue had surpassed Baidu in the third quarter, even though it had settled in Baidu for 17 billion 220 million yuan in the third quarter. According to the third party advisory body forecast, around 2016, Taobao is expected to exceed Baidu to become China's largest Internet advertising revenue company.

The background of supporting Taobao's advertising revenue doubled is Taobao's soaring advertising fees in recent years. Zhang Dajun disclosed that the number of advertisements for Taobao through train was 1 yuan at the beginning of the year. With the influx of more and more sellers, especially the entry of traditional enterprises with huge financial resources, the advertising prices rose sharply, and now they are more than ten yuan, tens of yuan or even hundreds of yuan.

"The effect of advertising in Taobao is still very obvious. Traffic is coming very fast, but turnover is often not enough to pay for the promotion of through trains. Now a shop with a turnover of 60 million yuan a year, the profit will be 6 million yuan at 10%, and the advertising fee may be 7 million yuan. Another seller who asked for anonymity said.

Last year, Taobao's sales exceeded the trillion mark, according to an average profit margin of 10% (the actual ratio may be lower than this figure), and about 6000000 sellers made a total profit of 100 billion yuan. This means that 17 billion 220 million yuan or 17% will be transferred to Taobao in the form of advertising fees.