Juhuasuan'S "Dominance"? Carrying The Banner Of Grabbing The Sinking Market

For Tmall, who emphasizes "new customers" this year, the responsibility of Juhuasuan division is heavier than ever.

A few days ago, Juhuasuan took the heavy responsibility in this year's 618. Alibaba is considering Juhuasuan's independence from Taobao Tmall once again, the establishment of the great Juhuasuan business group. After independence, Juhuasuan will continue to carry the banner of grabbing the sinking market.

If the news comes true, the upgrade from the Juhuasuan division to the Juhuasuan group and the recent intensive adjustment can be described as the large-scale operation upgrading of the Department in the past few years.

Since joining Tmall in December 2016, until this year, Juhuasuan has no longer assumed the important functions of the key nodes in the past two years. Insiders pointed out that Juhuasuan's performance during this year's Tmall 618 or the key to make this adjustment drop hammer. Data from Alibaba show that Juhuasuan's year-on-year business growth has reached 86.5% in the 618 most recent promotions of Tmall. The year-on-year growth rate of Juhuasuan has increased to 106%, which has led to Tmall's 618 1/3 deal.

In fact, Juhuasuan moves earlier than Tmall 618. At the beginning of this year, Juhuasuan became independent of Tmall and became Taobao, Tmall's unified marketing platform, that is, marketing platform business department, also known as the big Juhuasuan division. The new big Juhuasuan covers the core marketing tools of Juhuasuan, Amoy rush, daily sale and so on. In the past few months, a series of actions by Juhuasuan have been aimed at revitalize platform resources and increase flow efficiency, aiming to "organize new supply for the sinking market and create new dividends for brands and mid lumbar businesses". For Tmall, who emphasizes "new customers" this year, the responsibility of Juhuasuan division is heavier than ever.

During the 618 activity this year, Juhuasuan had chiseled a way for Ali to sink in the market. According to statistics, during the 618 period, Tmall accounted for 49% of users' purchase from 456 line cities, and the number of Juhuasuan customers and purchases from the sinking market increased by 100% over the same period.

According to the insiders, if Juhuasuan is upgraded to a large business group, it means that Ali has already had a lot of "ripping". But some people think that Juhuasuan and the many commodity structure are still different, the difference between the two will always exist. According to Yun Yun, general manager of Juhuasuan operations, although the structure of goods has been adjusted for the sinking market, branding is still the mainstream of Juhuasuan. At present, seven of the commodities are "brand goods". By winning the sinking market with good quality goods, Juhuasuan has in fact formed differential competition for a lot of products.

In March of this year, Tmall announced the upgrading of its organizational structure, including the newly established Tmall platform operations division, including Tmall marketing platform division, Tmall operations center and other consumer oriented operation departments. Former Tmall marketing platform general manager Liu Bo (flower name: Home Luo) served as general manager. Insiders speculate that the newly established Juhuasuan business group leader may spend Luojia Luo. According to the power of billion power, home Luo served as Juhuasuan general manager for many years.

Since this year, "sinking" has gradually become one of Ali's strategic priorities. During the years of climbing and rolling with the brand, Tmall gradually hatched new multi-dimensional capabilities such as new product, reverse customization, new customer acquisition, precision marketing and so on. Today, these abilities can be exported to the broad 345 line cities with Juhuasuan's output to the brands that aspire to sink. In this sense, the establishment of Juhuasuan division is just the first step.