中产捧红了山姆，却养不活考拉海购？

Core Viewpoint - The article discusses the decline and eventual shutdown of the Kaola Haigou app, highlighting its inability to innovate product offerings and compete effectively in the cross-border e-commerce market, particularly against Tmall International [2][6][16]. Group 1: Company History and Transition - Kaola Haigou, originally known as NetEase Kaola, was sold to Alibaba in 2019 and rebranded. The app was officially taken down on March 31, 2025, but signs of its decline were evident much earlier [3][4][6]. - The app's user base and operational team significantly shrank after a major downsizing in October 2021, where the team was reduced from over 400 to just a few dozen [6][7]. Group 2: Market Position and Competition - In Q3 2021, Tmall International surpassed Kaola Haigou with a market share of 37.4% compared to Kaola's 26.0%, indicating a shift in consumer preference [7][8]. - Monthly active users for Kaola Haigou dropped from 7.42 million in July 2020 to 6.44 million by September 2021, reflecting a downward trend in engagement [7][8]. Group 3: Product Offering and Consumer Behavior - The product mix of Kaola Haigou was heavily concentrated on a few categories such as milk powder, diapers, cosmetics, and health products, leading to stagnant growth due to a lack of new offerings [13][14]. - Employees noted that many consumers shifted to Tmall International for better prices, indicating a loss of competitive edge for Kaola Haigou [8][14]. Group 4: Strategic Misalignment - After its acquisition, Kaola Haigou faced strategic misalignment with Tmall International, leading to overlapping services and products, which diluted its unique value proposition [16][18]. - The marketing costs for Kaola Haigou were higher than those for Tmall International, making it difficult to attract and retain users effectively [18][19].