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E-commerce & Alibaba's Business Strategy

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E-commerce & Alibaba’s Business Strategy

MD SAZIBUR RAHMAN (王磊)

Major: Computer Science & Technology

Email: sazib.online@gmail.com

Ankang University, Shaanxi, China

安康学院, 中国, 陕西

December 09, 2021

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ABSTRACT

E-commerce or Electronic commerce is a kind of business activity where consumers

and sellers buy/sell products, goods, or services through online connectivity and payment

over the internet system. E-commerce technology becomes so popular day by day due to

expanding the large market, increasing product demand, consumer purchasing power,

transaction security, product security, consumer-friendly environment, sustainable business

opportunities, and so on. One of the biggest examples and successes of the e-commerce

industry is Alibaba. Alibaba is the biggest online commerce company and the world's

fastest-growing e-commerce marketplace. For many years, Alibaba has provided

opportunities for small and medium-sized enterprises to do business in the local and global

markets through Alibaba's numerous platforms. This paper focuses on the nuances of

eCommerce technology such as e-commerce business models and characteristics, Alibaba's

business model and frameworks, marketing strategies, revenue model, consumer research,

and much more.

Keywords: E-commerce, Alibaba, Business Model, Strategies, Revenue Model

List of Contents:

1. Overview…...…………………………………………………………………………3

2. E-Commerce & Business Models……………….…………………………………....4

3. E-Commerce Technologies…………………………………………………………...7

4. E-Commerce Platforms………………………………………………………………9

5. Alibaba Overview..………………………………………………………………….11

6. Alibaba's Revenue Model…………………………………………………………..16

7. Alibaba's Consumer Research……………………………………………………...17

8. Conclusion………………………………………………………………………….19
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Business Overview

Business is a type of economic activity where a financial exchange is organized

between buyers and sellers centering on a product or service. According to Wikipedia, "any

activity or enterprise entered into for profit that's a business." As the world and technology

are evolving, so the type of business structure is also improving and digitizing regularly. In

ancient times people used to sell goods in exchange for goods, then gradually people started

using the third medium as an exchange. After that people started using gold coins, silver

coins, and then paper money as the medium of exchange. Nowadays paper money is useless,

due to the influence of technology people now feel comfortable using digital or

internet-based currency. For widely digital currency implementation, we have to change our

traditional business structure. Businesses around the world are now internet-based so people

don't have to wait for consumers by arranging products in the market like before. Traditional

offline business has now become online-based, where consumers can purchase the product of

their choice from anywhere and make instant online payments. And this online based buying

and selling system is called E-commerce or electronic commerce. E-commerce is a

commercial transaction which happens over the Internet. E-commerce technology has given a

different shape to the typical type of business and also become popular day by day due to

expanding the larger market of the business, increasing the demand for the product or service,

bringing the purchasing power to the consumer, displaying the right product to the right

consumer at the right time, transaction security, product security, sustainable business

opportunities and so on. [1] According to Business.com, China ranks first among the world's

top 10 largest e-commerce markets, followed by the USA, UK, Japan, Germany, France,

South Korea, Canada, Russia and Brazil. Various combinations of e-commerce companies

such as Alibaba, AliExpress, Taobao, Tmall, JingDong, Suning, and Pinduoduo have made
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China the world's largest e-commerce industry. China's e-commerce industry has long been a

trillion-dollar business and Alibaba Group alone was able to achieve revenue of about 717.3

billion yuan or $109 billion in 2020. [2] Alibaba has recorded sales of around $74 billion in

2020 Single Day (11.11 Day), which is double sales in 2019.

E-Commerce Business Models

E-commerce or electronic commerce business models allow individuals or companies

to buy or sell products or services over the internet and conducted over computers,

smartphones, laptops, tablets, and other smart devices. There are some most popular

e-commerce business models such as Business to Business (B2B), Business to Consumer

(B2C), Consumer to Consumer (C2C), Consumer to Business (C2B), Business to

Government (B2G), Government to Business (G2B), Government to Citizen (G2C), etc.

Business to Business (B2B): Business to Business idea refers to a business style that is

conducted between one business to another business, such as a wholesaler and retailer. In the

B2B model, companies or enterprises buy their products from other companies or enterprises

and sell them to the final customers through the Internet. Many companies and businesses use
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the B2B model such as financial services, manufacturing, insurance, healthcare, retail,

marketing and sales, construction, technology, telecommunications, real estate, and so on.

Business to Consumer (B2C): Business to Consumer refers to selling products or services

directly to consumers without any intervention of third-party, retailers, wholesalers, or any

other middlemen. B2C is one of the most popular e-commerce business models. In the B2C

model, buyers place orders for the product directly on the company's website, and company

authorities deliver the product directly to the buyer, without a third-party connection. Some

principal advantages of the B2C model are brand loyalty, lowest cost, direct communication

with the seller, consumer-friendly shopping platform, product exchange service, online

payment security, and so on.

Consumer to Consumer (C2C): Consumer to Consumer is a special kind of business model

where one consumer trades with another consumer in a typical online environment provided

by third-party companies or businesses and facilitates an environment where consumers can

sell goods or services to each other via online transactions.

Consumer to Business (C2B): Consumer to Business is a kind of economic relationship

business model in which consumers or end-users provide a business service or sell their own

product to an organization or company. Google AdSense, Fiverr, Upwork, Shutterstock, etc.,

are some real-world examples of C2B services. C2B methodology offers consultants,

marketing research, audience engagement, crowdsourcing ideas, or soliciting customer

feedback.

Business to Government (B2G): Business to Government is a business model that refers to

a special trade conducted between business as a supplier and government as a customer. B2G

models provide various services to the federal, state, or local government. Many private

companies work for different governments, for example, The American Boeing Company
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builds helicopters, military aircraft, satellites, fighter jets, missile defense systems, launch

systems, and surveillance systems for the US Department of Defense so here Boeing

Company is a supplier and US Department of Defense is a customer.

Government to Business (G2B): Government to Business is a business model that refers to

government or public administration providing services or information to enterprises or

business organizations. The G2B model gives a business organization a convenient way to

deal with the government for various services such as government procurement, auctions,

tenders, project management cooperation, and so on.

E-Commerce Characteristics (Features)

● Login and Registration ● Payment Gateway

● Dynamic User-Friendly Website ● Multi-Currency Support

● Mobile-Friendly Website ● Tracking System

● E-Commerce App (Android/iOS) ● Live Chat Support

● Website Navigation ● Calls to Action

● Language Options ● Return Policy

● Customer Dashboard ● Supply Chain Management

● Product Search Bar ● Warehousing

● Product Collections ● Shipment

● Photos & Videos ● Ratings and Reviews

● Product Filtering ● Customer Support

● Price Filtering ● Frequently Asked Questions

● Special Offers ● Affiliate Programs

● Wish Lists ● Product Blog

● Shopping Cart and Checkout ● Social Sharing

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E-Commerce Technologies

This twenty-first century is the golden age or revolutionary time for the e-commerce

industry. Digital payment systems, fast internet services, internet marketing, online

transaction processing, electronic data interchange, automated data management system,

supply chain management, product tracking system, digital delivery system,

customer-friendly commerce services, etc., are the main greatest elements of digital

e-commerce technology. E-commerce technology has evolved from a specific area-based

trade to global trade. It involves time, labor, consumer choice, and financial development.

Payment Technology: Money has a definite and long economic evolution - commodity

currency, metal currency, credit currency, e-money, cryptocurrency, etc. In the E-Commerce

industry, digital payment or electronic payment systems take a new revolutionary shape.

Especially in China, digital payments (Alipay and Wepay) are used on all types of

e-commerce platforms such as Alibaba, Taobao, TMall, Pinduoduo, Jingdong, and so on.

Paper money is becoming extinct due to electronic payment systems. So many different types

of e-commerce payments are used nowadays such as Credit Card, Debit Card, Smart Card,

E-Money, E-Wallet, Mobile payments, Electronic Fund Transfer (EFT), etc. Consumers can

purchase their desired products online using the electronic payment system. Some great

benefits like an increase in business sales, expanding business worldwide, improving

business services, improving customer relationships, makes the electronic payment system

the backbone of the e-commerce industry nowadays.

Logistics Technology: Logistics technology is a specific system or process that determines

exactly how customers will receive their products from the retailer and the purpose of

logistics is to plan, manage, organize, and control them scientifically. Logistics activities

include transportation, storage, loading and unloading, packaging, circulation, distributing,

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processing, and some related information activities. Regional Logistics, Domestic Logistics,

International Logistics are the classification of Logistics Technology.

Security Technology: E-commerce security technology is the most crucial part of the

e-commerce industry. E-commerce security is the protection of e-commerce assets from

unauthorized access, use, alteration, manipulation, or destruction. E-commerce industries

have to adhere to certain e-commerce security guidelines to provide maximum security to

consumers.

E-Commerce Advantage and Disadvantage

Advantage Disadvantage

● Faster buying/selling procedure ● Higher cost of creating site

● Large global market ● Huge technical cost

● Cost reduction ● 24/7 website availability

● Customer-friendly product listing ● Website crash and down

● 24/7 potential income ● Personalized Messaging

● Convenient and cheap ● Concerns about data privacy

● Wide product variety ● Late delivery

● Saves travel time and cost ● Cannot try before buying

● Gain unlimited customer ● Creating consumer reliability

● Affordable advertising and ● Tax issues

marketing ● IT security issues

● Product and price comparison ● Internet required

● Several payment methods ● Credit card fraud

● Customer tracking and analytics ● Consumers confusion

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● Consumer trends and market ● Online fraud

demand ● Regular site changing

● Easily retarget consumers ● Product suitability

● Reduces the paperwork ● Consumer can't test product

● Various virtual auctions ● Shipping problems

● Guarantee of product quality ● Lack of security

E-Commerce Platforms

Alibaba: Alibaba is the Chinese largest B2B e-commerce platform owned by Alibaba Group.

Alibaba serves millions of buyers and suppliers around the world with 40 different major

categories and provides services to nearly 190+ countries and regions. Alibaba has become

the most popular destination for global wholesale trade.

Amazon: Amazon is an American multinational technology company, specialized in

E-Commerce based. It is one of the big giant companies in the US and around the globe.

Amazon's online retail services allow businesses to sell their products on the Amazon

platform and track their business activity. Amazon follows B2B and B2C business models for

their retailers and consumers.

eBay: eBay is an American multinational e-commerce corporation founded by Pierre

Omidyar in 1995. eBay is the oldest and most successful e-commerce platform in the history

of the US E-Commerce industry. eBay facilitates B2C and C2C services and connects buyers
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and sellers through its website. The eBay website is free to use for buyers, but sellers are

charged fees for listing items after a limited number of free listings.

Walmart: Walmart is an American multinational retail corporation that operates a chain of

hypermarkets founded by Sam Walton. Walmart is the world's largest company by revenue

and the largest private employer in the world. Walmart offers three primary merchandise

units: Grocery, General Merchandise, and Health and wellness.

Taobao: Taobao is China's largest shopping website owned by Alibaba. Taobao is a

Business-to-Consumer (B2C) and Consumer-to-Consumer (C2C) platform where individuals

and small business owners sell their products through Taobao. Taobao doesn't charge

transaction fees and it's free for joining merchants. Taobao's main revenue source is

advertising products on its platform and collecting revenue from merchants.

Pinduoduo: Pinduoduo is the largest agriculture-focused eCommerce platform in China

founded by Colin Huang. Pinduoduo connects farmers and distributors with millions of

consumers through its website. Pinduoduo earns profits from online marketing services,

transaction services, as well as merchandise sales.

Jingdong: JD or Jingdong is China’s largest B2C online retailer and one of the biggest

Chinese e-commerce companies founded by Liu Qiangdong. Jingdong is popular for selling

electronics, mobile phones, computers, home appliances, general merchandise products, and

similar products through its website. JD ensures the highest quality, genuine products,

authenticity, best services, fast delivery, and customer satisfaction.

Rakuten: Rakuten is the largest eCommerce marketplace in Japan and one of the biggest

online retailing companies globally and it was founded by Hiroshi Mikitani. Rakuten's level

of control and personalization allows for a more intimate shopping experience than other

platforms. Rakuten is often referred to as the "Amazon of Japan".

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Etsy: Etsy is an American unique eCommerce online marketplace where independent

crafters, artists, creators, and collectors can sell vintage items, handmade items, custom-made

jewelry, craft supplies, and much more. Etsy connects buyers to sellers for publicly traded

handcrafted and vintage goods, and Etsy becomes a dominant marketplace of the handcrafted

and vintage goods industry.

Zalando: Zalando is the German-based multinational eCommerce platform and Europe's

biggest online fashion platform, which offers clothes, footwear, accessories, fashion, and

lifestyle-related products especially in European markets. Zalando was founded by David

Schneider, Robert Gentz in 2008.

Alibaba Overview

Alibaba (阿里巴巴) is one of the largest multinational technology companies in the world,

specializes in e-commerce, retail, internet, and technology. Alibaba was initially founded by

Jack Ma on 28 June 1999 in his apartment in Hangzhou, China. Alibaba provides

Business-to-Business (B2B), Business-to-Consumer (B2C), Consumer-to-Consumer (C2C)

sales services all over the world. [3] In 2014, Alibaba's Initial public offering (IPO) raised

US$25 billion on New York Stock Exchange, and by far, it was the world's largest IPO in

world history and Alibaba's market value was raised US$231 billion. Alibaba is one of the

most influential and valuable corporations. In 2018, Alibaba became the Asian second-largest

company, after its competitor Chinese giant technology Tencent company. In 2020, Alibaba

became the sixth-highest global brand valuation. [4] In 2021, Alibaba became the 23nd

biggest public company on the Forbes Global 2000 list and Alibaba is the world's 3rd largest

retailer e-commerce company & fifth-largest artificial intelligence company.

Alibaba expanded its business into the media industry, entertainment industry, and so on.

Alibaba is the world's fastest-growing e-commerce market and [5] 80% of China's online
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shopping market is dominated by Alibaba, Mainly It has 3 main sites — Taobao, Tmall, and

Alibaba.com — which have hundreds of millions of users. They have more business services

and affiliated companies like Alibaba Cloud, Alibaba Pictures, AliExpress, 1688.com, SCMP,

Youku, DingTalk, Alimama, Cainiao, Freshippo, Alibaba Health, Lingshoutong, Lazada,

Kaola, Ele.me, etc. [6]

Alibaba’s Initial History

Alibaba was established in 1999 by 18 people led by former English teacher Jack Ma

in Hangzhou, China. [7] Jack Ma collected $80,000 from 80 investors to start an online

marketplace for Chinese companies but In October 1999, Alibaba received a $25 million

investment from Goldman Sachs and SoftBank. Alibaba started to improve its business for

the domestic e-commerce market. They are working on developing SMEs business

enterprises to help export Chinese products to the global market. 3 years later Alibaba

became profitable and Jack Ma wanted to improve the global e-commerce system so Alibaba

launched Taobao, Alipay, Alimama, and other services. In 2003, eBay wanted to expand its

business in China and buyout Alibaba's subsidiary Taobao but Jack Ma rejected their

proposal. [8] In 2005, Yahoo! invested in Alibaba through a variable interest entity (VIE)

structure, buying a 40% stake in the company for $1 billion. Alibaba was planning in 2013 to

open traditional brick and mortar retail outlets in partnership with Chinese real estate

company, Wanda Group. In 2014, Alibaba purchased a 25% stake in Hong Kong-listed

Chinese department store chain Intime Retail. In 2017, Alibaba & Intime's founder agreed to

pay as much as to take the store chain private. After that deal, Alibaba's 28% stake would rise

74%. In April 2014, Alibaba, Coatue Management, and Andreessen Horowitz led a $250

million Series D financing round that was completed by Lyft, bringing its total amount raised

to $332.5 million. On 5 June 2014, Alibaba bought a 50% stake of Guangzhou Evergrande
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F.C. In 2014, Alibaba raised the highest IPO in history, bigger than Google, Facebook, and

Twitter combined. [9] In 2017, Alibaba & the International Olympic Committee jointly

announced an $800 million deal that would last until 2028 in which the company would

sponsor the Olympic Games. In 2018, Jack Ma announced his retirement as a Chairman of

Alibaba so he could focus on philanthropy. After his announcement, The Economist stated

that Jack Ma had a significant impact in China and all over the world. In 2019, Jack Ma

officially stepped down as the chairman of Alibaba. After Jack Ma’s retirement Daniel Zhang

Yong became CEO of Alibaba Group.

Alibaba's Business Model & Framework

Everyone Knows Alibaba is one of the biggest e-commerce companies in the world

and It breaks world IPO history. But how do Alibaba's business models work? In short, A

business model is a company's core strategy for profitably doing business or some core rules

or terms that practice makes any company profitable & create commercial value in the global

market. Alibaba's Business Model is pretty straightforward. [10] Investopedia quote's that

"Alibaba acts as a middleman between buyers and sellers online and facilitates the sale of

goods between the two parties through its extensive network of websites." According to

Alexa, globally Alibaba takes up slots on the list of top 10 most popular websites for its core

business strategy. [11] according to Businessinsider, Alibaba's record-breaking Singles Day

generated $74 billion in 2020 and $38 billion in sales was the previous Singles Day in 2019.

In June 2020, Alibaba had 757 million active users and that's more than twice the entire

population of the USA. Mainly Alibaba Business Model is divided into two parts: Local &

Global. Here is the Chart of Alibaba's Business Model and frameworks-

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Alibaba's Global E-commerce

Alibaba.com: Alibaba is a Business-to-Business (B2B) global wholesale services

e-commerce website. Business-to-Business refers to a business style that is conducted

between companies to companies or a manufacturer to wholesaler rather than any individual

consumers. B2B trade can be viewed as wholesale transactions. B2B model connecting with

manufacturers and wholesalers from around the world. Alibaba requires large orders with

minimum product quantity & buyers can get customized products with their own branded

labels.

AliExpress.com: AliExpress is a Business-to-Consumer (B2C) global online retail service

based in China owned by Alibaba. AliExpress is very user-friendly and affordable for buying

products for consumers and easy to ship and payment processes around the world. Alibaba

and AliExpress fundamental differences between Alibaba is for wholesale transactions and

AliExpress is for retail transactions. AliExpress has no minimum requirement for orders and

has no customized products service.

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Alibaba's Local E-commerce

Taobao (淘宝): Taobao is China's largest shopping website owned by Alibaba. Taobao is a

Business-to-Consumer (B2C) and Consumer-to-Consumer (C2C) platform where individuals

and small business owners sell their products through Taobao. Taobao doesn't charge

transaction fees and it's totally free for joining merchants. Taobao's main revenue source is

advertising products on its platform and collecting revenue from merchants.

TMall (天猫): TMall or Taobao Mall is the largest Business-to-Consumer (B2C) retail

platform in Asia operated by Alibaba. TMall mainly offers branded products for middle-class

society and it has over 500+ million monthly active users. In China, Tmall became a reliable

marketplace where people can purchase authentic products. TMall charges merchants an

annual fee and a commission fee on transactions. TMall provided analytical tools to the

sellers for showing the page views, impressions, ratings, visitors, which help sellers in

making decisions.

1688.com: 1688 is one of the biggest and most popular B2B trading wholesale e-commerce

platforms for the Chinese domestic market. Alibaba.com is the international version of

1688.com, which means Alibaba dedicatedly works for the international market, and 1688

works for the domestic market. In 1688 platforms, All suppliers need to pay an annual

membership fee to 1688. 1688 is a cheaper source for all kinds of products such as

technology, electronics, digital products, home appliances, clothes, accessories, sports, beauty

items, and so on.

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Alibaba's Cloud and Infrastructure

Alibaba is expanding a range of high-performance cloud products and infrastructure

including large-scale computing, storage resources, enterprise applications, artificial

intelligence, media services, container & middleware, developer services, security &

analytics, IOT, big data processing, and so on for users around the world.

Alibaba's Entertainment & Media

Alibaba has long dominated China's entertainment and media sectors. It includes newspapers,

digital and broadcast media, social-networking platforms, video-streaming sites, film

production companies, advertising agencies, and so on. Alibaba's core digital media and

entertainment unit such as video streaming platform Youku Tudou, music platform Alibaba

Music, Alibaba Pictures movie division, Ali Sports, KTPlay, AliTrip, and the most popular

Hong-Kong based newspaper The South China Morning Post (SCMP) is also owned by

Alibaba Group.

Alibaba's Others Platform

Alibaba has been working in China and abroad for a long time with tremendous success and

efficiency. Alibaba has numerous services or subsidiaries such as Alipay, Alimama, AliOS,

AliGenie, AliHealth, Lazada, Ali Telecom, Trendyol, Daraz, Cainiao, Ele.me, Hema

Xiansheng, cnzz, AdChina, UCWeb, DingTalk, Fliggy, Freshippo, KanBox, Kaola, Koubei,

and so on.

Alibaba's Revenue Model

Alibaba has several revenue-generating sources, including domestic commerce retail

and wholesale business, global commerce retail and wholesale business, logistics services,

consumer services, cloud computing, digital media and entertainment, and other initiatives.
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Alibaba generates revenue through online marketing, advertisement, commissions,

storefront fees, membership fees, payment services like Alipay, etc. [12] According to

Statista, In the third quarter of 2021, Alibaba Group generated 63 percent of revenues through

their domestic commerce retail business and global e-commerce retail sales accounted for

five percent of total revenues.

Alibaba's Consumer Research

Consumer research is the ability to understand consumer behavior, purchasing power, product

selection patterns, consumer psychology, consumer likes-dislikes, etc. Consumer research is

the main key to improving business products or services and selling to targeted audiences.

Consumer research is a part of market research, motivating consumers & increasing

consumer satisfaction. Consumer research techniques provide systematic information on what

customers need, what they want from sellers? so sellers can easily understand consumer

psychology patterns. Alibaba Consumer Research is about knowing in detail a consumer's

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purchasing behavior, purchasing power, product selection type, likes and dislikes, consumer

psychology, etc. Alibaba consumer research allows sellers to increase the quality of their

products, change product prices, and show product ads to the right consumers at the right

time, resulting in faster business success. For an entrepreneur or business to be successful, it

is key for them to identify and fulfill customers' needs. Most business ideas come from an

entrepreneur spotting a need for a product or service. There are four main customer needs that

an entrepreneur or small business must consider. These are price, quality, choice, and

convenience. Price is how much a business charges for its product or service. Customers want

a fair price when purchasing a product or service. Usually, low prices will draw in many

customers, although people ultimately want value for money. It is important for a price to

match the quality of the product or service that the business is selling. For example, if a

jewelry shop sells rare diamonds, customers will expect a high price. In this instance, having

a low price could put people off. However, if a discount shop sells its own brand of chocolate,

customers may expect a low price as they will assume the product is of low quality. Quality

relates to the standard of the product or service being offered. Customers always expect some

level of quality, no matter how much they pay for a product or service. Generally, those

paying a low price will expect a lower level of quality and those paying a higher price will

expect a higher level of quality. For example, if a person buys a handbag for $100, they may

expect it to last for six months. However, a person who spends $5000 on a handbag may

expect it to last for five years or longer. Many businesses have a range of products and/or

services available to suit different groups of customers. Customers have different needs and

desires when buying items. They might want different styles or sizes, or even completely

different products altogether. For example, a clothing shop may need to stock a range of

styles of clothing, and a range of sizes for each item of clothing it offers. Similarly,
 19

A sandwich shop would need to offer a range of sandwiches to cater to a range of customers.

Customers and consumers want convenience and are often willing to pay more for it.

Convenience relates to something being easier, quicker, or generally less hassle for

customers. An example of this would be buying clothes or food online rather than traveling to

a shop or takeaway – customers are often happy to pay an additional delivery fee for the

convenience of being able to stay at home. Consumer research provides a deeper

understanding of your customer and competitors. The research will help to understand who is

buying your product or service, who is not buying your product or service, what motivates

them, and whether they are loyal to your brand – ultimately leading to increased sales over

time. Customer feedback is an insight into what is working well about your product or service

and what should be done to make the experience better. You might have the best expertise in

the industry in which your company operates, but your professional knowledge will never be

more valuable to business performance than customer insights. Their opinions help you

ensure that the end product will actually meet their expectations, solve their problems and

fulfill their needs.

Conclusion

Alibaba's tremendous success and policy have revolutionized China's internal e-commerce

system and it has firmly established its dominance in the global market. Numerous small and

medium e-commerce companies have chosen Alibaba as their e-commerce model. Alibaba is

far ahead of any other e-commerce company in terms of business strategy, marketing

strategy, business transparency, payment system, product packaging system, delivery system,

product return policy, etc. Although Alibaba's e-commerce and other subsidiaries are still

grappling with some major issues and consumer shortcomings that Alibaba has been working

on for a long time.

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[12] Statista. (2021, November 25). Alibaba's segment revenue distribution Q3 2021.