The Two-Eleven Flow: A Game of Traffic
On the day of the two-eleven flow, Ali’s financial data revealed a turnover of 57.1 billion yuan, with the majority of revenue coming from advertising. This significant milestone marked a major breakthrough for the company, with 45% of turnover originating from mobile devices, which generated more than twice the traffic of PC devices. This achievement was a testament to Ali’s successful transition to mobile, a strategy hinted at by Mr. Lu in an interview.
The Essence of the Two-Eleven Flow
The two-eleven flow is essentially a “traffic game,” where traditional stores and discounts are no longer the primary focus. Instead, Ali leverages its external flow system to generate high-speed traffic, which is then exported to other products and sellers. This approach allows Ali to capitalize on the scarcity of flow on the two-eleven day, where the price of flow dictates the value of the platform.
Who Has the Opportunity to Catch the Express Train?
Those who have access to flow on the two-eleven day have the opportunity to catch the express train, while those who are closer to trade flow have a more valuable position, such as shopping guide websites. This year, several third-party platforms have emerged, claiming to contribute a percentage of the flow, with a total of 57.1 billion yuan in revenue.
The Value of Traffic Entrance Platforms
The value of traffic entrance platforms will gradually be released as the two-eleven flow game continues. Ali and Baidu will receive different values for their traffic, with Ali’s flow system consisting of three major sources: its own, Alliance (cooperation), and purchase (shopping guide, discount, search, etc.). The flow path of Taobao has shifted from being closed to “multi-channel integrated flux import,” with third-party owners playing a crucial role in generating traffic.
The Increasing Value of Traffic
As the competition for traffic intensifies, the value of traffic will continue to increase. Ali’s own traffic is not sufficient, and the company will either need to buy its own traffic or rely on sellers to generate traffic on their own. The demand for traffic is strong, and Ali has shielded its sellers from technological breakthroughs, allowing them to access external flow, especially mobile traffic.
The Rise of Mobile Traffic
During the two-eleven flow, Taobao’s mobile traffic exceeded twice that of PC traffic, with a 50% increase in transactions. This shows that the mobile terminal and PC conversion ratio is still lagging behind, but as mobile payment and user habits develop, the mobile terminal will eventually surpass the PC. Ali and Baidu have both released Q3 earnings, with outstanding mobile performance, with Ali’s mobile revenue ratio at 22% and Baidu’s at 36%.
The Future of Mobile Traffic
As the mobile terminal continues to grow, Ali and Baidu will need to obtain external mobile traffic, which will no longer be reliant on their own entrance. The value of traffic will continue to increase, and the company will need to adapt to the changing landscape. Baidu and Tencent have already begun to move into the mobile space, with Baidu’s mobile traffic ratio exceeding that of PC and commercialization not matching. The potential release outlet for transactions is huge, and Ali will need to respond to this new reality.
The End of the Two-Eleven Flow Game
The two-eleven flow game is not just about Ali, but about the entire electric business. The future is uncertain, and it is too early to conclude now. The variables are endless, and the players will need to adapt to the changing landscape. The onlookers and well-being technology world will continue to watch and share the article on the public micro-channel number -Luo Chao channel (luochaotmt).