Taobao - Massive and Fast Growing Consumer CommunityJIANG Fan, President of Taobao

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Taobao Models

Specialists

Live-stream Anchor

TV StationsBeauty

Adviser

Organizations

Internet Celebrities

Shopping Advisers

Designers

Incubation Home

Retail outlets

Farmers

Celebrities

Buyers

KOL

Multi-channel Network

Taobaoke

Magazines

Nutritionists

Merchants

⾼高速增⻓长的⽣生活消费社区

Fast Growing Consumer Community

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整体⽤用户规模⾼高速增⻓长Mar 2016 Mar 2017 Mar 2018

617507

410

617 million Mobile MAU 552 million AAC

FY2016 FY2017 FY2018

552

454423

Up 98mn YoY in FY2018Up 110mn YoY in FY2018

Rapid User Growth

(1) (2)

Notes: (1) China retail marketplace Mobile MAU for the month ended March 31, 2018(2) China retail marketplace annual active consumer for the fiscal year ended March 31, 2018

Million Million

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Rapid Growth of New Users And Potential Users Market 新⽤用户及潜⼒力力市场⽤用户⾼高速增⻓长

11%

14%

Jan-Aug 2018

7%2%

91%

under 18 above 50 other age groups

Growth of Users Under 18 and Above 50 Is Accelerating

Jan-Aug 2018CY2016

Less Developed Areas Other Cities

62% ～70%

Growth of Users From Less Developed Areas Is Accelerating

Jul 2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018

新⽤用户⾼高速增⻓长，2018年年8⽉月同期增⻓长88%

Rapid Growth in New Registered Users 88% YoY Growth for August 2018

CY2016

Users Breakdown by City TierNew Registered Users Breakdown by Age

75%

天天特价订单增⻓长

Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18

淘⾦金金币规模增⻓长

30%+ YoY Growth for August 2018

Jul-17 Oct-17 Jan-18 Apr-18 Jul-18

350%+ YoY Growth for July 2018

Growth in DAU of Taobao Points Growth in Number of Orders From Taobao Daily Deals

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Rapid Growth of New Users And Potential Users Market 新⽤用户及潜⼒力力市场⽤用户⾼高速增⻓长

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信息流

Recommendation Feeds

商家运营模式

Merch

ants

Opera

tion

新市场

New Ma

rkets

内容化

Content Generation 2018 Taobao

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Recommendation Feeds 信息流

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信息分发更更⾼高效⽤用户体验更更简单

Simpler User Experience More Efficient Information Distribution

分发内容更更多样

More Diversified Content

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New VersionRecommendation Feeds

Old VersionModules

Recommendation Feeds信息流

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Old VersionModules

New VersionRecommendation Feeds

Recommendation Feeds信息流

From Product Listing to Diversified Content从商品拓拓展到更更丰富的内容

Activities活动

Products商品

Rankings榜单

Topics主题

Online Marketing⼴广告

Live Stream直播

Channels频道

Customer Engagement营销

Short-Form Videos短视频

New VersionRecommendation Feeds

Recommendation Feeds信息流

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Content Generation 内容化

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Number of Registered Content Creators

Over RMB3 billion 1.6 million +

Impact of the Content Ecosystem Increased Significantly内容⽣生态规模⼤大幅增⻓长

内容化成果

Rapid Growth in Live Stream and Short-Form Videos直播、短视频领域迅猛发展

1.9 billion 20 minutes + 100%+Content Generation Pays Off

(1) (2)

内容创作者收益 内容创作者规模 短视频⽇日均观看 ⽇日均直播观看时⻓长 直播⽉月活增⻓长速度

(3) (3) (3)

Daily Average Short-Form Videos Views Daily Average Time Spent by Live Stream Viewers Live Stream MAU YoY GrowthIncome Earned by Content Creators

Notes: (1) For the Twelve Months Ended August 31, 2018(2) As of August 2018(3) For April to June 2018

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100%+ MAU YoY Growth for April - June 2018 GMV Driven by Live Stream 
Increased by 350% YoY for April-June 2018

4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018 4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018

Rapid Growth of Live-Stream Sessions

4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018

2018年年4-6⽉月MAU同⽐比增⻓长100%+ 2018年年4-6⽉月直播带来成交同⽐比增⻓长350% 直播场次⾼高速增⻓长

内容化-直播Content Generation - Live-Stream

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Comprehensive Live-Stream Ecosystem多场景全覆盖的直播⽣生态

Advisers客服

Live-Stream Anchors主播

Buyers买⼿手

Variety Shows IP直播综艺IP

Merchants卖家

Promoters⻔门店导购

Global全球

Rural农村

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商品展现中可呈现视频占⽐比从15%到42%

Recommendation Feeds信息流

Weitao微淘

“Crazy about Shopping”爱逛街

Product Details宝⻉贝详情

Storefronts店铺

Search搜索

短视频赋能商家全链路路

15% to 42%Product Page View With 


Short-Form VideosShort-Form Video Empowers Merchants Throughout Consumer Journey

Notes: (1) For August 2017(2) For August 2018

(2)(1)

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The Case for Short-form videos短视频案例例

58% Increase in

Conversion Rate单品成交转化率提升

94%Product Listings with Videos全店商品的视频占⽐比

Tutorials and reviews

教程&评测

Brands and creativity

品牌&创意

Product highlights核⼼心卖点

In-depth analysis深度解析

Video reviews评价视频Buyers’ sharing

买家分享

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58% Increase in

Conversion Rate单品成交转化率提升

94%Product Listings with Videos全店商品的视频占⽐比

Courses and reviews

教程&评测

Brands and creativity

品牌&创意

Key selling points核⼼心卖点

In-depth analysis深度解析

Video reviews评价视频Buyers’ sharing

买家分享

The Case for Short-form Videos短视频案例例

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2.9mn+Reviews from Buyers with 
Photos or Videos Per Day

22mn+Daily Average Buyers Who 


Left at Least One Review on Platform

Consumers’ Participation in Content Creation and Community Interaction

消费者参与内容创作和社区互动

(1) (1)

Content Generation- “Buyers’ Shows”内容化-买家秀

Notes: (1) For the Week of August 1, 2018

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Merchants Operation 商家运营模式

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Diversified Marketplace多元化的市场

2016 2017 2018

China Retail Marketplaces GMV Contribution From Merchants With Featured and Original Products Continues To Grow

原创特⾊色商家的GMV占⽐比快速上升 100,000

17%+

Number of Merchants with Featured and Original Products原创特⾊色商家数量量

of China Retail Marketplaces GMV 原创特⾊色商家GMV占⽐比

(1)

Notes: (1) For the Year Ended March 31, 2018

(1)

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Live Stream

Search

Taobaoke

Store DecorationBuyers’ Shows

Group ChatShort-Form Video

Customer Service

Weitao

KOL

Banner AdMultiple Formats of Merchants Operation多样的商家运营阵地

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促进珠宝⾏行行业增⻓长

Jan-2016 Apr-2016 Jul-2016 Oct-2016 Jan-2017 Apr-2017 Jul-2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018

Jewelry Industry Benefits from New Ways of Merchants Operation

海海外买⼿手带动全球购业务增⻓长

Jul-2017 Aug-2017 Sep-2017 Oct-2017 Nov-2017 Dec-2017 Jan-2018 Feb-2018 Mar-2018 Apr-2018 May-2018 Jun-2018 Jul-2018

New Ways of Merchants Operation 
Transforms Industry 新运营模式改变淘宝⾏行行业

Weitao

Taobao Global Buyers Enhance GMV Growth

Weitao Group chat

Notes: The dips in the charts are due to Chinese New Year impact.

2018 INVESTOR DAY

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Within TaobaoBeyond Taobao

OnlineOffline

Products

Past Focus on Traffic

Present Focus on Scenarios

FutureFocus on Customer Management

Quality

Operation

Fans

Centralized Passive

Evolution of Merchants Operation商家运营模式的变化

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New Markets 新市场

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53%Users are MaleMarketplace for Second-Hand Items

15mn+Annual Active Sellers

[1] [2]New Market – “Xianyu”新市场-闲⻥鱼

Notes: (1) For the Twelve Months Ended August 31, 2018.(2) For August 2018

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Marketplace for Second-Hand Items

Men’s Apparel

Agricultural Equipment

Mobile Phones

Cartoon and 
Anime-Related Products

2017.6 2017.7 2017.8 2017.9 2017.10 2017.11 2017.12 2018.1 2018.2 2018.3 2018.4 2018.5 2018.6 2018.7 2018.8

2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7

F2Q18 F4Q18 2017.9 2017.11 2018.1 2018.3 2018.5 2018.7

2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7Notes: The dip in the charts is due to Chinese New Year impact.

New Market – “Xianyu”新市场-闲⻥鱼

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阿⾥里里拍卖，重新评估⼀一切Alibaba Auction

新市场-拍卖New Market - Auction

2018 INVESTOR DAY

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88VIP会员Early Stage Membership Program Shows Momentum

XiamiYouku Taopiaopiao(2)Ele.me

Tmall ImportTmall Supermarket Selected Brands

Every 100 88VIP Members

Bring in New Users to the Following Services(1)

38

Youku

32

Ele.me

27

Taopiaopiao(2)

Notes: (1) As of August 2018(2) Our affiliated business

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