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ALIBABA'S TAOBAO

STUDY CASE
INTERNATIONAL BUSINESS COMUNICATION
SEPTEMBER 20TH, 2018

Source: www.canva.com/design
Source: www.canva.com/design

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TAOBAO'S ORGANIZATION CHART

Mònica Ferrer Llorens Cristina Rodriguez Alcaya


Co-Founder of Taobao Co-Founder of Taobao

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SUMMARY

What is Taobao?
Taobao's Background Timeline
Taobao's success in China
What makes Taobao different
Where are we now?

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INTRODUCTION
TAOBAO
CONCLUSION

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WHAT IS TAOBAO
15 year-old social commerce platform in C2C segment
Launched in 2003
Part of Alibaba Group businesses
China's largest mobile commerce destination
World's biggest e-commerce website
In March 2018, Taobao had over 617 million monthly
active users
1 billion products listed in 2016

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TAOBAO'S BACKGROUND TIMELINE

1999 2003 2005 2007

Alibaba Group & Taobao Strategic partnership IPO in HK &


Alibaba.com.cn (1688.com) with Yahoo! Alimama

2008 2009 2010 2016

Taobao Mall Alibaba Cloud & AliExpress Worldwide largest


(Tmall) B2C 10th anniversary  retail company

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INTRODUCTION
TAOBAO
CONCLUSION

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TAOBAO'S SUCCESS IN CHINA

Market Shares of C2C Marketplaces 2010


80%

Source: Company documents from Harvard Case Study Alibaba-Tabobao

Source: www.canva.com/design

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WHAT MAKES TAOBAO DIFFERENT

MARKETPLACE
TRUST FEES
DESIGN

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MARKET PLACE DESIGN

Source: Screenshot of www.world.taobao.com

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TRUST

1 Registration 2 Feedback 3 Alipay

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TAOBAO FEES POLICY

Before Now

FREE OF FEES Zhao Cai Jin Bao


Monetization Model

                        charged Chinese sellers transaction


fees of up to 2% of the item's value

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INTRODUCTION
TAOBAO
CONCLUSION

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WHERE ARE WE NOW

Source: https://www.alibabagroup.com/en/news/press
Source: https://www.ft.com/search?q=taobao

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ALIBABA'S TAOBAO
STUDY CASE
INTERNATIONAL BUSINESS COMUNICATION
SEPTEMBER 20TH, 2018

Source: www.canva.com/design