创业邦·2025-05-14 03:22Core Viewpoint - The article discusses the decline of Kaola Haigou, a once-leading cross-border e-commerce platform, after its acquisition by Alibaba, highlighting its transformation from a market leader to a supporting role within Alibaba's ecosystem [5][19][50]. Group 1: Kaola Haigou's Decline - Kaola Haigou has become inactive, with its app removed from major app stores and its website inaccessible [6][18]. - After being acquired by Alibaba for $2 billion in 2019, Kaola's market share was 27.7%, making it the industry leader at that time [11][20]. - Following the acquisition, Kaola underwent significant restructuring, losing its independent brand identity and becoming an auxiliary to Tmall International [14][16][39]. Group 2: Market Changes and Challenges - The shift in market trends towards fresh e-commerce and live streaming has diminished the appeal of vertical e-commerce platforms like Kaola [26][30]. - By 2021, Kaola's market share had dropped to 22.4%, and it continued to decline in the following years [49]. - The membership-based e-commerce model that Kaola attempted to implement failed to establish itself as a standalone business model, leading to a loss of competitive advantage [29][30]. Group 3: Integration into Alibaba's Ecosystem - Kaola was rapidly integrated into Alibaba's ecosystem, with significant personnel changes and resource allocation to Tmall International [36][44]. - The original logistics and supply chain capabilities of Kaola were absorbed into Alibaba's broader logistics network, diminishing its operational independence [45][67]. - Despite its exit from the market, the resources and user base of Kaola have been effectively utilized to bolster Tmall International's position, which now holds nearly 40% of the market share [68][69].