You are on page 1of 99

0

1
2
- ................................................................ 4
10000 ........................................................................... 6
............................................................. 7

.................................................................................... 8

......................................................... 9

........................................................................................................... 9
.......................................................................................... 11
...................................................................... 13
..................................................................................................... 13

- .......................................................................... 14
.......................................................................................... 16
.......................................................................... 16
.................................................................................. 17
.................................................................................. 18
C ...................................................................... 20
.................................................................................. 20
...................................................................... 20
.................................................................................. 20
B-C ................................................................................... 21
........................................................... 21
.................................................................................. 23
.......................................................................... 24
............................................................... 28
.................................... 32
B-B ........................................................................... 38

3
..................................................................................................... 38
.......................................................................................... 43
.............................................................................................. 48
B ................................................................... 49
...................................................................... 49
..................................................................................................... 52
................................................................................................. 56

- 2017/2018 ............................................. 57
................................................... 62
.............................................................................. 65
...................................................................... 71
............................................................................................................. 71
......................................................................................................... 74

- & ....................................................... 81
2016/2017 .......................................................... 83
2016/2017 ....................... 92
.......................................................... 96

............................................................................................... 98

4
5
10000

2016 4 14 Angelababy

Angelababy Angelababy


50

10000
2015 1
90000
4000

2001

1500

2016 20
6 TOP52016 2.3

16 618

16 10

pathtopurchase ---
&

co-dmp

Path
toPurchase

1.5-5

8

DMP Case

2011

2015 79,194,670.17 71.88%2016


45,800,824.96 90.75%2015 3 10
832115


CEO TOM

60 SaaS
KA 2016
11 14.6
6 2015 11

30
2D 3D

10



100 60
3000 2016 11
1207 12 /



B2C C2B

11


CNNIC 2016 6 7.10
51.7% 6.56
1.73 24.5%2016
3.7

BCG
3 4


5-10

O2O


1840 200

20

1.56

12

2008


2012 191


13
2017


14
15

2017

(CNNIC)
2016 12
7.31 53.2%
10

10

2016
2%

+ LVPradaBurberry

16




2016

2016

17

18

B-C
B-B

19
C

80

30
10

20

1980-2000
30%

B-C
C B-C

21

2016 2 Facebook

2016 3 10
papi
3 22
999999 4 26 3
20%4 28 &

22

2.0

1.0
2.0

AR/VR
Nike just do it.
Think Different

23

VR

2016

PV
UV 50
5

24
AR 16

2016 10 28 11 10 11 AR

40 3 500
2000 5000 KFC
11 9 6000
16
25

11 5 6 AR

11

ARVR

++
5 70 20

25



5 5 5 7

40,000
1
600

6
5 6

26


5/8
5/20 ## 1974.5
2.1 2,286
19,113 8

27


Uni ID

UV

28
CRM CRM
CRM

29
VIP

//VIP

30
ISV

CRM


CRM

31


2016 GMV 3 35% GMV
80

2016 11 426 2
21% 2000
10 2.7
188

32

33
3
online

FACE TO FACE PC
VR

1 1

34
1 1

1 1

35

51.8% 92.5
5 23
22.0%

pk

1000
10% 31%

36

https://market.m.taobao.com/markets/fuwu/kefuleitai2sj

37
B-B

PC

38
Joy buy


2016
5000 Joy buy
B2B
B ERP B2C

joy buy
52
joy buy

joy buy


Joy buy
4 2 1.5
2 Joy buy plus

B2B

PLUS
APP

PLUS 5000 15000

39
-


50%
2.1

PLUS
12
5 plus
ISV

ROI
12
28% 20.4%

40
-

HOUSE SELECTION


ERP
plus

41
plus

plus B2B

plus

42
B2B
plus

plus B2B

2016 11 100 5
3 10 20
80 11
SOP

100
GAP

GXG

43

2016

2017
+

44


--


1999 20
14 10 SKU

22 43

45

46
1919

1919

830993 O2O
17
9

31
500

1919

POS

47

48
B

49

50

+





TOP/

51

GainLoss




-

-


&

52
SaaS kefu.taobao.com

SaaS 2016 10 5000


1

SaaS

53

1 KPI

54
2 KPI,

55

56
plus B2C


plus

plus

plus App

plus

plus ISV

57
58
2016

2017

59

2017.2

60



58

61

2009

IT
2015


ECSRDS DRDSONSDTS
SAAS 80%
SAAS


ERP-WMSEPR-TMS
IAAS PAAS
EWS
EWS

C2B
2015

PV 5
50 53.09%

62

(1)
CRMC2B

(2)
--
PAAS


ERP-POSERP-FMSERP-CRMERP-


+PC
WEEX

(3)
,

SLA

63
2017

1. EWS PaaS
SaaS

2. Weex

3.

64


1688
800 B

2013 2016

iOSMACWindows +PC
TOP

PC
API
60%

65
2017

2017

66

2017

67


2017

//

68
6 1
300 B
11 11

10 17

11 11 48

2017 B

demo

69
2016 2017

70

fuwu.taobao.com 2009

71
2
SDK

3 PC
PC

72
4

SKU
100

6
SAAS
license IT

73



100 10

1
/

2
API

74

3.

ISV

75
5

76

app storeApp store

87

2011

10
2016
500
adidasNew Balance

2009 7
SaaS

110

85 2005

77
2009
ISV

2
3k 2010

20
500 30

11 11
466%
130 160% 11
800 1400%

2015 500

2011 8000+

2011

CRM 2012 4 CRM


UI
CRM 2013 11
11

2014 9 11
11

2015
H5

78

APP

2016 11 3000
9100 11 50%
40%

2011 CRM
CRM
2016
1000

10000+
11
3

11


+
30-50%
JACK & JONES

7 GMV

2015 GMV 10.6 2016 GMV 18


7 GMV

79
2008
2010
TCL

400

230
2015 1300
2016 GMV 17

LG


2017

1 101 100

2015 11 2.844
20 2016 +

80
10
1 1010 100

OMSWMSERP

2016 23 ROSEBULLET LOAKE


EKOBABY 50


2016 7

81
82
2016/2017

/ 2

83

84
5

85

86

10

43

87

88

89
4

90

91
2016/2017

2016

1 15.5% 38.2% 14.7% 24.4%

2 26.3% 9.5% 18.7% 17.3%

3 5.2% 11.7% 10.1% 9.3%

4 5.2% 9.5% 8.3% 7.9%

5 3.8% 7.7% 9.2% 7.0%

6 6.5% 4.9% 4.9% 5.3%

7 9.0% 1.1% 5.3% 4.7%

8 2.1% 6.7% 2.9% 4.2%

9 2.3% 5.0% 4.3% 4.0%

10 4.4% 0.8% 2.8% 2.5%

11 3.5% 0.6% 2.7% 2.1%

12 2.3% 1.2% 2.6% 2.0%

13 2.2% 0.8% 2.5% 1.7%

14 1.4% 0.5% 2.0% 1.2%

15 1.8% 0.2% 1.2% 1.0%

16 0.9% 0.3% 1.7% 0.9%

92
17 0.8% 0.4% 1.2% 0.7%

18 1.1% 0.1% 0.9% 0.7%

19 0.6% 0.3% 1.0% 0.6%

20 0.7% 0.1% 0.6% 0.4%

21 0.8% 0.2% 0.4% 0.4%

22 0.8% 0.0% 0.3% 0.3%

23 0.5% 0.0% 0.6% 0.3%

24 0.4% 0.1% 0.3% 0.2%

25 0.5% 0.0% 0.2% 0.2%

26 0.3% 0.1% 0.1% 0.1%

27 0.2% 0.0% 0.2% 0.1%

28 0.3% 0.0% 0.1% 0.1%

29 0.1% 0.0% 0.1% 0.1%

30 0.2% 0.0% 0.0% 0.1%

31 0.1% 0.0% 0.0% 0.0%

32 0.1% 0.0% 0.0% 0.0%

33 0.0% 0.0% 0.0% 0.0%

34 0.0% 0.0% 0.0% 0.0%

35 0.0% 0.0% 0.0% 0.0%

100.0% 100.0% 100.0% 100.0%

93
2016 25

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

94
2016 25

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

95

93% 68%

92% 61%

88% 54%

90% 53%

86% 52%

88% 52%

84% 49%

85% 48%

88% 48%

88% 48%

87% 48%

85% 46%

85% 44%

83% 44%

84% 44%

80% 40%

88% 40%

82% 39%

89% 39%

96
79% 38%

80% 37%

76% 35%

83% 34%

86% 30%

75% 29%

& 83% 29%

69% 27%

55% 24%

80% 24%

77% 22%

53% 18%

63% 17%

53% 11%

2017.2

97

()

98