Alibaba Group Holding Limited · NYSE:BABA
Alibaba — Investor Day (2020)
36 slides from Alibaba's investor day presentation, 2020
Slide 1: China Retail Marketplace - Massive and Fast Growing Ecosystem
China Retail Marketplace - Massive and Fast Growing Ecosystem JIANG Fan, President of Taobao, Tmall and Alimama 1
Slide 2: Fast & High-quality Growth
01 Fast & 02 Development of 03 Consumer 04 Commerce High-quality Merchants & Experience Infrastructure Growth Product Supplies Innovation Upgrade 高质量规模增长 商家与多元供给发展 消费体验创新 商业基础设施升级 2
Slide 3: Rapid User Growth with Increasing Consumer Engagement
Rapid User Growth with Increasing Consumer Engagement 用户规模与用户消费频次均快速增长 874 Million Mobile MAUs (1) Annual Purchases per AAC (3) 中国零售市场MAU达8.74亿 中国零售市场年度人均购买笔数 755Mn 874Mn 634Mn +119Mn 2018/06 2019/06 2020/06 742 Million AACs (2) 中国零售市场年度活跃消费者达7.42亿 674Mn 742Mn 576Mn +68Mn Q4 FY19 Q1 FY20 Q2 FY20 Q3
Slide 4: User Value Growth: ARPU of New Consumers
User Value Growth: ARPU of New Consumers 平台消费者价值提升：新消费者年度ARPU Annual ARPU of New Consumers (1) 各年度新增消费者在未来几年的ARPU变化趋势 ~4x ~3x ~2x ~2x ~RMB 2,500 >RMB 3,000 Consumers who made first purchase 3 years ago Consumers who made first purchase 5 years ago Consumers who made first purchase 4 years ago Consum
Slide 5: Fast Growth in Paying 88VIP and Taobao Pass Members
Fast Growth in Paying 88VIP and Taobao Pass Members 付费会员快速增长 Paid Membership Programs 付费会员体系 >30Mn (1) Number of paying members 付费会员规模 88VIP Taobao Pass ARPU increase for consumers after joining Taobao Pass Program 成为淘宝省钱月卡会员后，单个消费者月度ARPU的提升比例 (2) +30% Notes: 1. Expected number of paying members of
Slide 6: Tmall is Driving Retail Sales Recovery and Growth in China
Tmall is Driving Retail Sales Recovery and Growth in China 天猫引领各消费行业恢复及增长 YoY Growth of Tmall GMV YoY Growth by Category: Tmall vs Market (1) (1) (2) 天猫线上实物商品GMV增长（剔除未支付订单） 主要行业增速对比：天猫 vs 社会消费品零售 27% Tmall: China Retail Sales: 26% 24% YoY Q1 FY21 YoY Q1 FY21 10% 8% 8% Apparel 服饰 17% -8% -4% FMCG -20
Slide 7: Taobao: Strong Growth Potential Ahead
Taobao: Strong Growth Potential Ahead 淘宝展现出明确的增长潜力 Taobao GMV YoY Growth New Shops Opened in H1 2020 (1) (2) 淘宝GMV增长（不含拍卖） H1 2020 淘宝新开店铺数 YoY ~20% 7Mn+ 2019/08 2019/09 2019/10 2019/11 2019/12 2020/01 2020/02 2020/03 2020/04 2020/05 2020/06 2020/07 2020/08 Notes: 1. YoY growth of Taobao monthly GMV
Slide 8: Development of Merchants & Product Supplies
01 Fast & 02 Development of 03 Consumer 04 Commerce High-quality Merchants & Experience Infrastructure Growth Product Supplies Innovation Upgrade 高质量规模增长 商家与多元供给发展 消费体验创新 商业基础设施升级 8
Slide 9: Tmall: Better Engagement for Brands and More Diverse Products for Consumers
Tmall: Better Engagement for Brands and More Diverse Products for Consumers 天猫：更好的消费者触达，更丰富的差异化供给 Brands: Products: Better Connections with Consumers More Differentiated Brands 品牌与消费者间更好的连接 更丰富的差异化供给 Tmall Flagship Store Comprehensive Portfolio New Brands Trendy Luxury 2.0 of Marketing Programs Incu
Slide 10: Tmall Flagship Store 2.0: Empowering Brands to Reach and Engage Consumers
Tmall Flagship Store 2.0: Empowering Brands to Reach and Engage Consumers 旗舰店2.0：助力品牌触达与运营消费者 Merchants benefiting from Enhanced Data enhanced segmentation 分人群运营覆盖商家数 (1) ~270K Applications 数据应用升级 Value generated by each unique visitor +15% (2) 店铺首页UV价值提升 Improved Online- ~120K Tmall flagship stores
Slide 11: Comprehensive Portfolio of Marketing Programs for Different Objectives
Comprehensive Portfolio of Marketing Programs for Different Objectives 营销活动矩阵：助力品牌达成营销目标 Content Brand Marketing Marketing Brand/Product Awareness Marketing Purchase Growth Product Category Marketing Programs Marketing Customer Loyalty Community/Social Promotion & Integrated … Marketing Marketing 11
Slide 12: Tmall: New Brands Incubation
Tmall: New Brands Incubation 天猫：新品牌孵化计划 Fast Growth of New Brands New Brands Support Program 新品牌在天猫上快速成长 全新的新品牌扶持计划 ~70% (1) Number of new brands YoY growth 入驻新品牌数同比 ~120% (2) Lip Gloss Meal Replacement Robot Vacuum Cleaner Undergarments New brands GMV YoY growth Top Seller (3) Top Seller (3) Top Se
Slide 13: Tmall is Driving Trendy Fashion Brands Consumption
Tmall is Driving Trendy Fashion Brands Consumption 天猫引领潮牌消费快速成长 Accelerated Onboarding of Marketing Programs for Fast Growing International Trendy Brands Trendy Brands Demand 全球代表性潮流品牌加速入驻天猫 潮牌专属营销阵地 天猫平台潮牌需求快速增长 +45% +37% (1) (2) Trendy brands GMV YoY growth Consumers of trendy brands YoY growth 潮牌
Slide 14: Tmall is Leading the Way in Online Luxury Retail
Tmall is Leading the Way in Online Luxury Retail 天猫领导奢品在线零售市场 Global luxury brands Tmall luxury onboarding rapidly GMV 全球代表性奢侈品牌加速入驻天猫 天猫奢品销售GMV Luxury product listings ~4x YoY growth 在线商品数量同比 (1) ~50% Number of brands 400+ (2) 入驻品牌数 Q1 FY19 Q1 FY20 Q1 FY21 Notes: 1. YoY growth in number of luxury p
Slide 15: Taobao: Rich Product Assortment to Meet All Kinds of Demand
Taobao: Rich Product Assortment to Meet All Kinds of Demand 淘宝：多元化供给满足消费群体的各类需求 Specialty Collections Diverse Long-tail Supply 特色行业供给 多元的长尾供给 Fast Fashion： Home Decoration: Influencer Directly-sourced Taobao iFashion Taobao Jiyoujia Shops Products 淘宝iFashion 淘宝极有家 达人店铺 原产地供给 15
Slide 16: Taobao iFashion: Rapidly Growing Fast Fashion Apparel Platform
Taobao iFashion: Rapidly Growing Fast Fashion Apparel Platform 淘宝iFashion: 快速成长的服饰快时尚平台 Quick Launch of New Products High Engagement 快速上新 粉丝粘性 Monthly new items (1) New items’ GMV contribution（11.11 2019） (2) GMV contribution from fans (1) 单月上新规模 2019双11新品成交占比 粉丝成交占比 >600K ~60% >50% Notes: 1. For th
Slide 17: Taobao Jiyoujia: One-stop Home Decoration Shopping Platform
Taobao Jiyoujia: One-stop Home Decoration Shopping Platform 淘宝极有家：丰富多元的一站式家居购物平台 Influencer Factory Shops Outlets Online-to- Designers 达人店铺 工厂店 Offline (2) Number of merchants 本地化 设计师 GMV YoY growth YoY growth (1) (2) Number of New Retail GMV YoY growth merchants YoY growth ~50% ~50% (1) >200% ~100%
Slide 18: Taobao: Influencer Incubation Driving New Supplies
Taobao: Influencer Incubation Driving New Supplies 淘宝：持续达人孵化与商业化带来平台增长 Influencer Shops Business Models Top Influencer Incubation 达人店铺商业模式 头部达人店铺孵化 Influencer Influencer original Number of select shops (1) brands (2) influencer shops with annual GMV 达人严选买手店 达人原创品牌 >RMB 10Mn (2) 13,000 200+ 7,000+ No
Slide 19: Taobao: Driving Prosperity in Agricultural Areas and Industry Belts
Taobao: Driving Prosperity in Agricultural Areas and Industry Belts 淘宝助力农业原产地与产业带繁荣发展 Agricultural Areas Industry Belts 农业原产地 产业带 County-level Farmer Export-oriented High-Performance Wholesalers Economies Live Streamers Enterprises Factories 县域经济 个体“新农人” 外贸企业 批发档口 实力工厂 19
Slide 20: Taobao Deals: A New Marketplace for Value-Conscious Consumers
Taobao Deals: A New Marketplace for Value-Conscious Consumers 淘宝特价版：打造极致性价比的购物平台 Value-for-money Products Gamified Shopping Winning Value-for-money Taobao Deals MAU Experience Mindshare 特色供给：外贸企业，1688供给， 淘宝特价版MAU ~55Mn 产业带等性价比产品 消费者体验：全端游戏化 营销策略：专属IP，打造性价比心智 2020/01 2020/02 2020/03 2020/04 2020/05 2
Slide 21: Consumer Experience Innovation
01 Fast & 02 Development of 03 Consumer 04 Commerce High-quality Merchants & Experience Infrastructure Growth Product Supplies Innovation Upgrade 高质量规模增长 商家与多元供给发展 消费体验创新 商业基础设施升级 21
Slide 22: Product Evolution to Enhance User Experience
Product Evolution to Enhance User Experience 基于用户体验变迁的产品设计 2003-2013 2014-2019 2020- User Display shelves: Recommendations & content: Immersive and interactive Experience search & buy discover & buy shopping experience 用户体验 货架式：搜索后购买 信息流&内容化：发现后购买 沉浸式、互动式体验中购买 User Recommendation Live Short-form Int
Slide 23: Search: Product Upgrade is Driving Sustained Growth
Search: Product Upgrade is Driving Sustained Growth 搜索: 产品升级推动搜索持续增长 Daily unique visitors from search Daily item page views from search steady YoY growth Location-based YoY growth acceleration 搜索产品的单日UV同比增速 Search Enhanced 搜索产品的单日IPV同比增速提高 本地化搜索 Category Search 垂直特色搜索 +10pp Profile-based Smart Sear
Slide 24: Recommendations: Increasing Popularity and Clear Growth Potential
Recommendations: Increasing Popularity and Clear Growth Potential 信息流产品：更多渗透带来明确增长潜力 Diverse content in Page views from Mobile Taobao: expanded recommendation feeds recommendation feeds recommendation feeds 多样内容分发 信息流产品引导PV 新版首页：全面信息流化 ~30% Q1 FY20 Q1 FY21 24
Slide 25: Taobao Live Maintaining Rapid Growth
Taobao Live Maintaining Rapid Growth 淘宝直播：规模保持高速成长 RMB 300Bn+ ~160% ~220% >8X GMV Unique Visitors Live Streaming Merchants Live Streaming Hosts LTM Q1 FY21 YoY Growth in Q1 FY21 YoY Growth in Q1 FY21 YoY Growth in Q1 FY21 Q2 FY20-Q1 FY21直播GMV 直播间UV同比增长 直播覆盖商家数同比增长 直播覆盖达人数同比增长 25
Slide 26: Taobao Live: Diverse Ecosystem Driving Sustained Fast Growth
Taobao Live: Diverse Ecosystem Driving Sustained Fast Growth 淘宝直播：丰富生态推动持续快速增长 Merchants MCN/KOL 商家直播 机构/达人直播 Live Stream Sessions YoY Growth (1) Juhuasuan Live Stream Sessions YoY Growth (1) +110% Self-operated Channel +150% 聚划算官方直播 (2) Celebrity Host Programs New Followers ~3Mn Taobao Live Ecosyst
Slide 27: Short-form Videos: Product Innovation Drives Growth
Short-form Videos: Product Innovation Drives Growth 短视频：产品创新驱动短视频爆发式增长 +170% (1) Unique Viewers YoY Growth 短视频观看UV同比 +800% (1) Video Views YoY Growth 短视频观看人次同比 Empowering Retailers and Brands Smart Bundled Recommendations Immersive Content 短视频升级店铺 + 品牌展示 短视频+搭配购 短视频+沉浸式内容详情 Note: 1. For the quarter
Slide 28: Interactive Entertainment Products
Interactive Entertainment Products 娱乐化互动产品 ~260Mn Innovative Engagement 更多创新玩法 In-game Branding and Shopping 更多商业场景联动 “Super Interactive Ads” 加速商业化：超级互动广告产品推出 MAU (1) 互动游戏整体去重MAU >40% MAU YoY Growth (1) 互动游戏去重MAU同比增速 Note: 1. Deduplicated number of monthly active users (MAU) of interactive games in
Slide 29: Technology-Driven Product Display and Consumer Experience
Technology-Driven Product Display and Consumer Experience 技术驱动商品展示及体验创新 Home decoration 3D showroom Luxury: spectacle frames virtual try-on Apparel: shoes virtual try-on 家装3D样板间 奢品丨眼镜虚拟试用 鞋服丨AR试鞋 Average time spent on page (1) +50% Average item purchases (1) +25% Average time spent on page (1) +100%
Slide 30: Commerce Infrastructure Upgrade
01 Fast & 02 Development of 03 Consumer 04 Commerce High-quality Merchants & Experience Infrastructure Growth Product Supplies Innovation Upgrade 高质量规模增长 商家与多元供给发展 消费体验创新 商业基础设施升级 30
Slide 31: Integrated Design of User Products and Monetization Products
Integrated Design of User Products and Monetization Products 用户产品与商业化产品的一体化设计战略 User Display shelves: Recommendations & content: Immersive and interactive shopping search & buy discover & buy experience Experience 用户体验 货架式：搜索后购买 信息流&内容化：发现后购买 沉浸式、互动式体验中购买 Native design based on evolving User user ex
Slide 32: Monetization Products Innovation
Monetization Products Innovation 商业化产品创新 Upgrading Existing Products Innovative New Products 现有主力产品升级 创新商业化产品 Display Ads Super Recommendations Search Advertising Super Live Streams Super Videos Super Interactions SMB Ads 钻展升级 超级推荐 直通车升级 超级直播 超级短视频 超级互动 极速推 New Formats as % of CMR in Q1 FY21 ~20% (1
Slide 33: Brand Advertising Innovation
Brand Advertising Innovation 品牌广告创新 Interstitial Search 超级开屏矩阵 超级搜索矩阵 Brand Building Display Interactive 超级展示矩阵 超级互动矩阵 ~100% ~100% Merchants Brand Marketing Spending during 2020 Number of Brand Advertisers 6.18 Mid-Year Shopping Festival YoY Growth YoY Growth Q1 FY21 618期间商家品牌投入同比 品牌广告客户数量同比 33
Slide 34: Product Innovation Drives Healthy Growth of Advertisers
Product Innovation Drives Healthy Growth of Advertisers 商业化产品创新推动广告客户增长 Tmall and Taobao Daily Average Active Advertisers YoY Growth 天猫/淘宝日均活跃广告客户数同比增速 YoY >20% Tmall Taobao 2020/01 2020/02 2020/03 2020/04 2020/05 2020/06 34
Slide 35: Continuous Customer Value Creation Drives Long-term Growth
Development of Consumer Merchants & Experience Product Supplies Innovation 商家与多元供给发展 消费体验创新 Fast & Commerce High-quality Infrastructure Growth Upgrade 高质量规模增长 商业基础设施升级 Continuous Customer Value Creation Drives Long-term Growth 35
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