BDA-老虎基金阿里巴巴深度研究报告EN-2015 08 25.pptx

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BDA-老虎基金阿里巴巴深度研究报告EN-2015 08 25.pptx

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Deep-diveonAlibabaAug2015Tiger?BDA2015

ExecutiveSummary2Q3.WhatarethegroupsynergiesandcommoncapabilitiesacrossTmallandTaobao?Q1:IsthereadifferenceinconsumerperceptionofTmallandTaobaoapartfromthefactthatTmalldoesn’thavecounterfeit?QuestionListPageNo.Pg.Source:BDAanalysisQ2:HowimportantisTaobaofortheTmalltrafficandgrowth?IsTmalldrivingthemonetizationstrategyforTaobao?Q4:HowrelevantisTmalltoglobalbrands-Nike,puma…?DosellershavestoresonbothTmallandTaobao?Whyandwhynot?CantherebemorethanonestoreofabrandonTmall?Pg.Pg.Pg.Q5:HowdidTmallevolve?Inthebeginning,didtheystartwithjustonecategoryplayortheyalwayshorizontalplayers?Pg.Q6:HowdidTaobaogetbrandstoadopttheTmallmodel?Pg.Q7:DidTaobaoinvestalotinmarketingtolaunchTmallandcreatedifferentpositioningfromTaobao?Pg.Q8:Whatisthekindofspendthatplayersmakeonmarketing?Whichmediumisusedmostoften?Doplayersusemassmediaordigitalmedia?Pg.Q9:Isthemarketingmostlydiscount-ledcommunicationtogeneratetraffic?Ifnot,whatisthevalueproppitchedbyplayers?Pg.Q10:HowimportantistheAdbusinessforalllargeplayers?WhatisthesplitbetweenSellerandBrandAds?Pg.

3TableofContentsHistoricalPerformanceAlibaba’sCustomerAcquisitionStrategyAlibaba’sMerchantStrategyAlibaba’sNewBusinessModel

4TableofContentsHistoricalPerformanceOnlineRetailMarketinChinaAlibaba’sCustomerAcquisitionStrategyAlibaba’sMerchantStrategyAlibaba’sNewBusinessModel

5WithaCAGRof48.9%,theChineseonlineretailmarkethasmaintainedrapidgrowthinthepastfewyearsandisexpectedtoreachapenetrationrateof~15%in2015Source:NBSC,iResearch,andBDAanalysis25,8772015E201414.9%23,45312.0%201321,2058.9%201218,6676.4%201116,3074.8%TotalRetailValueOnlineRetailValueCAGRUnit:RMBBN48.9%SizeofChina’sOnlineMarket(2011-2015E)12.2%TotalRetailValue14%14