虎嗅APP·2025-09-23 13:59Core Viewpoint - Alibaba's Taobao is accelerating its international expansion, particularly targeting domestic merchants with no overseas experience, through a "one-click overseas" model that addresses their concerns about logistics and market entry [4][6][54]. Group 1: Business Strategy - Taobao's international business has seen a user growth rate exceeding 200% since April of the current fiscal year, driven by improvements in fulfillment certainty, payment registration, and user data [4][14]. - The "one-click overseas" model charges merchants a commission of 4%-10% while maintaining their pricing and operational control [4][62]. - The strategy focuses on reducing the barriers for domestic merchants to enter international markets, particularly in logistics and customer service [4][54]. Group 2: Challenges and Solutions - Taobao faces challenges in expanding beyond its existing user base, which is predominantly Chinese, and ensuring reliable fulfillment for a vast array of products [6][7]. - Significant subsidies are necessary to cover fulfillment costs and to build brand awareness in target markets [8][67]. - The platform aims for a balance between merchant contributions and platform expenditures, with a focus on achieving profitability through scale [67]. Group 3: Key Performance Indicators - The company has set a target of signing over 1 million merchants within approximately 10 months, with a focus on achieving a 50% coverage of products eligible for free shipping [19][21]. - Future growth expectations include maintaining double-digit growth rates in user numbers and transaction volumes over the next three years [69]. Group 4: Competitive Landscape - Taobao's competitive advantage lies in its existing merchant ecosystem, which allows for seamless integration of overseas sales into their current operations [23][25]. - The platform differentiates itself by offering a wide variety of non-standard products, leveraging its rich inventory to provide fulfillment certainty [26][28]. - Collaboration with logistics partners is crucial to ensure that service standards meet the platform's fulfillment guarantees [30][32]. Group 5: Organizational Structure and Collaboration - The integration of different organizational units within Alibaba has strengthened the collaboration between domestic and international teams, enhancing the efficiency of the overseas expansion efforts [36][41]. - The shared performance metrics between domestic and international teams ensure alignment in goals and execution [42][44]. - The company emphasizes a cooperative rather than competitive relationship with other Alibaba platforms like AliExpress, focusing on complementary strengths in different markets [45][48].