IMPACT OF SOCIAL

MEDIA ON B2B
BRANDING FOR
BUSINESSES
PRESENTED BY:

ORGANISATION OF RESEARCH - ALIBABA

PIYUSH HANS (104)

VISHAL SUKHIJA (103)
NEHA SURI (108)
RAHUL RATHI (107)
KOUSTUBH JALAN (120)
MOHIT GUPTA (183)
SHAILY (155)

ALIBABAS VISION
Marketplace

To Make It Easy To Do Business Anywhere

Community

To Be an Essential Partner to All

Businesspeople

Long Term Vision

102
To Build a Company that Lasts 102 Years

WORLDS NO.1 ONLINE B2B

MARKETPLACE
FOR INTERNATIONAL &
DOMESTIC TRADE
Sellers

Buyers

Typically SMEs
Ten to a few
thousand
employees

International
InternationalMarketplace
Marketplace
4.4
4.4million
millionregistered
registeredusers
users(2015)
(2015)

5,000+ product
categories in 30+
industries

Across more than

200 countries
Companies of all
sizes
Diverse end
markets

China
ChinaMarketplace
Marketplace
23.2
23.2million
millionregistered
registeredusers
users(2015)
(2015)

SOURCE: OPENSESAME\Presentations\Analyst Presentation\Analyst Presentation (08.27.07).ppt 1/18/16 03:13:18 PM

ALIBABA PORTFOLIO
ALIBABA.COM
Online B2B trading platform

1688.COM
Domestic B2B trading platform

ALIEXPRESS
Allow small buyers to buy at wholesale price

TAOBAO
C2C Buying Platform

TMALL
Complementing TAOBAO online retail

JUHUASUAN
Flash Sales/Group Shopping Website

ALIMAMA

ALIBABA.COMS INTERNATIONAL
MARKETPLACE

With over 4.4 million registered members from 200 countries & regions, its truly a global community
UK 6%

EU 9%

India 8%

China 7%

Canada 3%

US 18%

South America 3%

South East Asia

13%

Middle East 4%

Australia 3%

Alibaba still dominates Chinas B2B market by revenues with 44.13% market
share, followed by HC360 (4.86%) and Global Sources (4.69%).
Source: http://www.chinainternetwatch.com/13352/b2b-q1-2015/

BCG MATRIX ALIBABA.COM

MULTIFACTOR
ATTRACTIVENESS MODEL
Industry Attractiveness

It is determined by factors such as Market

growth rate, Market size, Demand
variability, Industry profitability, Industry
rivalry, Global opportunities, Macro
environmental factors (PEST)
Business Strength
Some factors that can be used to determine
business unit strength include Market
share, Growth in market share, Brand
equity, Distribution channel access,
Production capacity, Profit margins
relative to competitors.

STRATEGIC
IMPLICATIONS

ALIBABA VALUE CHAIN

JackMa,founderandchiefofAlibaba,simplifiesthevaluescreatedinebusinessexchangesanddeals.

InformationFlow
Manifeststheimportanceofinformationexchangeinecommerceandfocuseson

howquickandaccurate,aswellasconvenienttheinformationcanbeobtained&t
ransferred

CapitalFlow
Capital,withoutdoubt,involvesinmoneyandtheconcentrationisontheaspects

ofhowthedealcanbesettledinaneffectiveandefficientway

LogisticFlow
Itrelatestotransportationsanddeliveryofproductsorservicesprovided.Absolut

ely,themostvaluedpartisinhowquickandaccurate,withoutanydamageordis
turbance,productsorservicescanbedelivered.

ALIBABA VALUE CHAIN

InformationflowofAlibabaincludes
followingfivesteps:
Gatheringinformation
Organizinginformation
Selectinginformation
Synthesizinginformation
Distributinginformation

ALIBABA VALUE CHAIN

CapitalflowofAlibabaisreachedinthefollowingaspects:
Thebuyersettlesdealsaccordingtotheservicesandproductsprovidedviae

bank,thenAlipay.
Atthesametime,thesupplierdispatchesproductsorservicesbasedonrequiremen

ts.
Alipayreceivesthesettlementandasthethirdpartyplatformwillkeepthecapitalu

ntiltheproductsorservicesaredeliveredtobuyers.
Onlywhenbuyersmakesurethequalityproductsinhand,Alipaydeliverthemoney

tothe-sellerorthemoneywon'tbedeliveredtothesupplierbuttotallythebuyer.

ALIBABA VALUE CHAIN

CAPITAL
FLOW

INFORMATION
FLOW

LOGISTICS
FLOW

SOCIAL MEDIA & B2B

RELATIONSHIP
Most B2B decision makers turn tosocial media, particularly Facebook and

LinkedIn to chat with/exchange information with other individuals rather

than to access links to published content
-Buyersphere survey report 2012by Base One

Users go to a mix of social media ranging from Twitter, Facebook, LinkedIn,

blogs and even some niche networks like Quora

Different channels are used at different stages of buying

SOCIAL MEDIA & B2B

RELATIONSHIP

Twitter seems to be popular for identifying potential suppliers and final supplier selection.

Source: Buyersphere Report 2012

WAYS IN WHICH ALIBABA CAN USE

THE SOCIAL
MEDIATOFACILITATESTRONGER &
MORE EFFICIENTB2B RELATIONSHIP

Source : Linkedin/Alibabagroup

WAYS TO GET SOCIAL !

Interact with prospects and
customers using an array of
touch points having real-time
nature.

Expanding Alibabas reach to

identify new leads by pick out
emerging opportunities a
mile way before their
competitors
Building professional
communities online to share
insights and solve problems,
and leverage upon these
interactions to build brand,
reputation and prospects

Reducing buyer-side risk for

big-ticket B2B purchases as
social media channels are
great avenues for providing
objective, third party
experiences and feedback
Thought Leadership activities
can strengthen their market
positioning, enhance
perceived value to clients,
build trust and loyalty, and
generate more business
Engagements by going
beyond mere presence. It
involves interacting with
others, setting off
discussions, and responding
in a timely manner during
conversations.

SOCIAL MEDIA & B2B

RELATIONSHIP

THANK
YOU