ALIBABA - VNG I M RA: Status ny rt di v l bi dch v m hnh kinh doanh Business Model

ca Alibaba ng trn 1 tp ch u t ca M (cch y gn 2 nm). Mnh quyt nh dch li chia

s v thy nhn chuyn i thm ca Jack Ma ti Vit nam, ngi Vit chng ta li chia thnh b phi,
v nhng iu rt cm tnh. Ngi ght th coi Jack Ma v Alibaba chng khc g k cp chuyn
bn hng gi, vi Alipay l k th Tu him nguy c th hy dit mt quc gia cng h thng ti chnh
ca n trong vi gi ng h. K m Jack ma th qu ly, nut tng li vng ngc, m ngay bn thn
Ma cng tng ni, c rt nhiu th ngi ta gn vo mm ti v cc bn ng nn tin ht. D Jack
Ma ti Vit Nam chia s kin thc v truyn cm hng hay xm chim chng ta, iu ct li
l chng ta cn hiu r m hnh kinh doanh m ng y sng lp ln v pht trin n thnh 1 ngi
khng l, xng ng c ngng m hoc nghin cu, nh nhiu trng QTKD hng u vit
case study v n. Bn thn mnh c nghe ngi ca Alibaba gii thiu v m hnh ca h, v
khi mi hiu h thc s lm g, thay v ch 1 t thng mi in t n thun.
Bi vit rt di, nhng c l key words l: H SINH THI (ECOSYSTEM) v PHN MM. Nu ngh
tht su, chng ta s thy Alibaba c l l tin phong ca nn kinh t chia s (share economy), v mt
cu hi n gin: mt cng ty dch v logistics gn nh ln nht ton cu li khng s hu bt k mt
kho bi, mt my bay hay xe ti vn chuyn no Tt c u l cng ngh. Nh bi vit kt lun: M
hnh kinh doanh ca Alibaba l s tng hp nhiu thnh t ca cc cng ty cng ngh hng u ca
M thay v ch chuyn tm vo 1 thnh t chuyn bit, vi ch mt tiu ch c nht: GIP CHO KINH
DOANH TR NN D DNG MI LC MI NI!
Xin mi c nh cng xem. Nu khng thch xin comment t t! Thank you!
Quote:
ALIBABA l mt tp on vi nhiu con s bit ni. Alibaba chim ti 80% doanh s bn l online
ca Trung quc. Tnh ht nm 2015, c ti 350 triu ngi s dng, ln hn ton b dn s ca nc
M. Ch ring trong 1 ngy c gi l Ngy l c thn trong thng 11 nm 2014, Alibaba t
doanh s t hng k lc 9,3 t USD.
Mc d ai cng bit Alibaba l mt tp on bn l online, t ngi hiu r m hnh kinh doanh ca
doanh nghip ny, vn d khc bit mt cch ng kinh ngc so vi doanh nghip e-commerce hng
u ca M l Amazon. Thnh phn kinh doanh ct yu ca Alibaba gm 3 web portals chnh: Alibaba,
Taobao v Tmall. C 3 websites thng mi in t ny u nhm mc ch kt ni cc i tng
ngi mua v ngi bn khc nhau, trong , Alibaba l ngi trung gian (middleman).
ALIBABA: Alibaba.com c Jack Ma v cc ng s a ra th trng nm 1999 ti Hangzhou.
l cng kinh doanh thng mi gia doanh nghip vi doanh nghip (B2B), gip kt ni cc doanh
nghip sn xut ca nhiu quc gia trn th gii nh Trung quc, n , Pakistan, M, Thi lan
vi khch mua trn ton th gii. Cc doanh nghip tham gia c th giao bn sn phm ca h
trn Alibaba.com min ph, nhng ng thi cng c th la chn phng thc tr ph i ly 1 s
quyn li nht nh nh: c xut hin nhiu hn trn website v khng b gii hn chng loi hng
giao bn.
TAOBAO: Theo ting Trung, Taobao c ngha l i tm kho bu. Taobao.com tr thnh website
mua sm (shopping) ln nht ca Trung quc v c xp hng l website thng dng th 9 trn
ton th gii. c bt u vo nm 2003, Taobao giao bn hng trm triu sn phm hng ha v
dch v do hng triu ngi bn cung cp. Taobao khng thu ph giao dch, v mi ngi c th tham
gia Taobao min ph, v y chnh l chnh sch gip cho Taobao thu ht c s lng ngi s
dng khng l Trung quc.
Trong khi Alibaba.com l knh doanh nghip ti doanh nghip (B2B), Taobao l knh doanh nghip
ti ngi tiu dng (B2C) hoc ngi tiu dng ti ngi tiu dng (C2C), gip cc doanh nghip
nh v cc c nhn kinh doanh trn mng.
gip ngi mua sm la chn c mt hng mnh c nhu cu gia mt bin ngi bn, Taobao
xy dng 1 h thng xp loi (rating) rt c o, cn c theo s giao dch m mi ngi bn
thc hin thnh cng. Ngi mua c th hi trc tip ngi bn cc cu hi v hng ha thng
qua phn mm nhn tin instant messenger ca Alibaba Group. Cc doanh nghip bn hng c th
la chn mua qung co v cc dch v khc ca Taobao gip h ni tri trn trang web nhm
tng doanh s bn hng. Cc doanh nghip mua qung co c th chn hnh thc tr ph qung co
theo doanh s bn hng (pay for performance) hay tr ph trng by tip th c nh (display
marketing). Qung co chnh l ngun thu chnh ca Alibab trn Taobao.
TMALL: Tmall.com xut hin nm 2008 nhm cung cp rt nhiu loi hng ha c thng hiu
(branded products) cho i tng trung lu ang ngy 1 ln Trung quc. Trong khi m hnh Taobao
hng ti phc v i tng ngi bn l cc doanh nghip nh v cc c nhn th Tmall li tp
trung vo cc doanh nghip ln, trong c c cc tp on a quc gia nh Nike, Apple Tmall
pht trin thnh website phc v trn 50.000 doanh nghip, bn hng cho trn 180 triu ngi s
dng.
Chnh Tmall l ngi sng to ra Ngy c Thn --- mt s kin bn hng quan trng hng nm
nhm mc ch thng cho ngi mua hng bng discount (bn h gi). Tmall thng yu cu cc
doanh nghip tham gia np mt khon tin t cc, cng mt khon ph c nh hng nm v mt
mc ph hoa hng trn doanh s bn. Theo cch , Tmall tng i ging nh Ebay v Amazon l
nhng m hnh cng thu ph giao dch t cc n v bn hng. Ngi bn trn Tmall c quyn tip
cn cc cng c phn tch ca Tmall cho php h c c d liu v s ngi vo trang, s view, v
xp hng khch hng, nhm gip cc doanh nghip ny c th a ra cc quyt nh bn hng tt
nht trn Tmall.
11MAIN: Nm 2014, Alibaba thnh lp website mua sm 11Main.com ti M. 11Main.com hin phc v
trn 1000 doanh nghip bn hng thuc nhiu ngnh hng khc nhau. 11Main thu ph theo % doanh
s bn v cnh tranh trc tip vi eBay, Amazon v Etsy.
PHT TRIN PHN MM hay XY DNG KHO HNG? Khc vi Amazon, Alibaba Group khng lu
tr hng ha (no inventory) v khng s hu c s h tng kho hng. Thay vo , Alibaba sng
to ra cc platform phn mm gip cho vic trao i hng ha v dch v c thc hin. Mc d
doanh s ch bng 1 phn nh so vi Amazon, nhng Alibaba c t sut li nhun gp v rng cao
hn Amazon. L do ch yu l v Amazon phi qun l mt c s h tng logistics rt rng ln v
phc tp ng thi phi duy tr mt h thng kho hng giao hng trc tip cho ngi mua. Tm
li, PHN MM TH D M RNG (SCALE UP) HN KHO BI.
ALIBABA v BAIDU: Mt trong nhng c tnh th v nht trong chin lc kinh doanh ca Alibaba l
mi quan h ca n vi Baidu, n v vn hnh cng c tm kim (search engine) hng u Trung
quc. Trn thc t, Alibaba cm mng li (spider) ca Baidu c dn chiu ti Taobao v Tmall,
tc l cc trang bn hng trn 2 website ny khng bao gi xut hin trn kt qu tm kim ca Baidu.
Kt qu l ngi mua sm phi trc tip vo Taobao hoc Tmall xem hng. iu ny gip tng
gi tr cho vic tm kim hng trn Taobao v Tmall. Khi ngi mua sm tm kim trn Taobao v
Tmall, qung co ca ngi bn xut hin cng vi kt qu tm kim. M hnh kinh doanh ny ca
Alibaba tng t nh ca Google, l m hnh kim doanh s ch yu t qung co trn mng.
H SINH THI (ecosystem) ca Alibaba Group: Bn cnh cc portals e-commerce hng u, Alibaba
cn to nn 1 h sinh thi bao gm nhiu cng ty khc ph tr cho cc portals ny:
1. ALIPAY: Alipay l mt platform thanh ton online ca Alibaba, i vo hot ng nm 2004. Alipay
cung cp dch v thanh ton v bo chng (escrow) cho cc giao dch thc hin trn cc platforms
ca tp on Alibaba. Thng c so snh vi PayPal ca M, Alipay l th trng thanh ton online
s 1 ca Trung quc vi 300 triu ngi s dng. Nm 2010, Alibaba quyt nh spin-of Alipay.
2. ALIMAMA: Xut hin trn th trng vo thng 11/2007, Alimama l mt platform tip th online
chuyn cung cp cho ngi bn tham gia kinh doanh trn cc knh bn hng ca Alibaba cc dch
v tip th v qung co.
3. CNG TY CUNG CP DCH V HU CN China Smarts Logistics: China Smarts Logistics l
platform c quyn ca Alibaba gip ngi mua v ngi bn c php tip cn real time vi mi
thng tin lin quan ti khch hng v giao dch nhm ci thin hiu qu ca vic giao nhn hng ha
mua bn online trn cc website ca Alibaba.
4. ALIYUN: Aliyun l cng ty chuyn pht trin cc platforms cho cng ngh in ton m my (cloud
computing) v qun l d liu (data management) nhm m bo cho cc portals thng mi iin
t ca Alibaba c th s l s lng giao dch v giao tip cc i.
5. U T: Tp on Alibaba Group u t ln vo Sina Weibo, mt blogging website tng t
nh Twitter, v vo Youku Todou, tng t nh Youtube. Alibaba cng u t vo 1 s doanh nghip
start-ups ca M nh Snapchat v Lyft. Trong nm 2014, Alibaba cng mua li 50% c phn ca cu
lc b bng Guangzhou Evergrande vi gi 192 triu USD.
KT LUN: mc d u t a dng, m hnh kinh doanh chnh ca Alibaba l thng mi in t e-
commerce. M hnh kinh doanh ca Alibaba l s tng hp nhiu thnh t ca cc cng ty cng ngh
hng u ca M thay v ch chuyn tm vo 1 thnh t chuyn bit. V bn cht, Alibaba nu r
tiu ch ca mnh l: GIP CHO KINH DOANH TR NN D DNG MI LC MI NI!
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