Alibaba has finally made a move on self-operated business!
JD.com has established a strong foothold in e-commerce through self-operated operations, while Alibaba had been quiet on this front except for Tmall Supermarket. Now, it has finally launched its own self-operated section!
Recently, the Tmall App underwent a version 12.0.0 upgrade, and a key term emerged in this update: Cat Enjoy Self-Operated. After the upgrade, the Tmall App splash screen also features an ad for the launch of Cat Enjoy Self-Operated.
Is Tmall going to change its name? On February 18, a relevant person in charge of Alibaba's China Digital Commerce division responded: Tmall will not change its name, and Cat Enjoy is just an exploratory project within the Tmall app. "Thank you for your attention to Tmall. Tmall will continue to grow with merchants using its existing business model and provide quality services to consumers."
In the update feature description, Cat Enjoy Self-Operated is defined as follows: An official self-operated business launched by the mobile Tmall app. Look for products marked with Cat Enjoy Self-Operated to quickly filter self-operated genuine items, connect with official self-operated customer service, and enjoy worry-free after-sales service.
According to currently leaked information, Alibaba's B2C Retail Business Group will initially promote the 3C category in the early stages of Cat Enjoy Self-Operated. A key reason for choosing the 3C category is that these products are standardized, have high average transaction values, and are concentrated among leading brands. This allows the platform to deeply engage with brands and take responsibility for product sourcing. There are even reports that Cat Enjoy Self-Operated flagship stores are negotiating cooperation with some mobile phone brands, encouraging them to join the Cat Enjoy Self-Operated flagship store.
However, if comparing with JD.com, logistics is a key point. The reason JD.com's self-operated business is successful is entirely due to its own JD Logistics, which reliably guarantees same-day and next-day delivery, making it a top choice for many consumers. When JD.com started its self-operated business, it took the risk of long-term losses to build its own logistics, completing its proud "distributed warehousing" layout, and it still adheres to an asset-heavy model. So, will Cat Enjoy Self-Operated also have its own logistics system?
Moreover, the e-commerce landscape in recent years can be described as volatile. Not only has Pinduoduo broken through into the lower-tier market, but short-video platforms like Douyin and Kuaishou have also entered the scene, diverting a significant share of traffic. Therefore, even the former dominant player needs to maintain its competitiveness through continuous reform and upgrades.
There is also the previously awkward position of the Tmall App. Most people usually use the Taobao App for shopping on Tmall. Although it is still unclear whether Cat Enjoy Self-Operated products can only be purchased through the Tmall App, at least with the current update, it has indeed captured the attention of netizens. Continued monitoring of the latest developments is needed.