1

JIANG Fan, President of Taobao and TmallTaobao and Tmall - Massive and Fast Growing Retail Marketplace

September 23-24, 2019 Hangzhou, China

Marketplace Growth at Scale

供给多元发展

Diversified Product Supplies

Enhanced Consumer Experience

技术赋能商业

Technology Empowering Commerce

平台规模增长 消费场景升级

2

Up 26% YoY in Q2 QTD FY20

Accelerated Growth of DAU(3)

755 Million Mobile MAU

Up 121mn YoY in June 2019

(1)674 Million AACUp 98mn YoY in Q1 FY20

(2)

Rapid User Growth 平台用户规模高速增长

Notes: (1) China retail marketplace Mobile MAU for the month ended June 30, 2019 (2) China retail marketplace annual active consumer for the last twelve month ended June 30, 2019 (3) Q2 QTD FY20 represents the period between July 1,2019 and August 31,2019.

Up 226mnUp 208mn

Marketplace Growth at Scale

用户增长User Growth

3

70%+新用户来自下沉市场

> RMB 2,00070%+ ~40%FY18&19 下沉市场新用户ARPU平均值

Over 70% of New Consumers are from Less Developed Areas

User Penetration in Less Developed Areas

FY18&19 Average ARPU of New Consumers from Less Developed Areas

下沉市场人口渗透率

Penetrating into Less Developed Areas Drives User Growth 下沉市场驱动用户增长

(1) (1) (2)

Notes:

(1)For FY 2019

(2)Average of first year annual spending of new users in FY2018 and FY2019

用户增长User Growth

Marketplace Growth at Scale

4

Robust Growth on China Retail Marketplaces 中国零售平台规模高速增长

YoY Growth of Online Sales of Physical Goods in China According to National Bureau of Statistics

YoY Growth of China Retail Sales According to National Bureau of Statistics

YoY Growth of Tmall Physical Goods GMV (Excluding Unpaid Orders)

中国零售平台规模China Retail Marketplaces

FY18 FY19

25%26%

YoY Growth of Alibaba China Retail Marketplaces Physical Goods GMV (Excluding Unpaid Orders)

Q1 FY19 Q2 FY19 Q3 FY19 Q4 FY19 Q1 FY20

9%8%8%9%9%

22%21%21%24%

26%

34%33%29%30%

34%

YoY Growth of Tmall Physical Goods GMV (Excluding Unpaid Orders)

Marketplace Growth at Scale

5

Consumer

Electronics 12% Tmall Consumer Electronics 22% National -11%

YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid OrdersYoY Growth of Retail Sales in China During Jan-Jul 2019

(2)

1-8⽉月全国社会消费品零售总额分布China Retail Sales During Jan-Aug 2019(1)

Auto 43%

Home Deco 3%

Others 2%

Tmall Drives China Retail Sales Growth 天猫驱动消费市场增长

FMCG 28% Tmall FMCG 44%YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid Orders

National 11%YoY Growth of Retail Sales in China During Jan-Aug 2019

(1)

Apparel 12% Tmall Apparel National 3%26%YoY Growth of Physical Goods GMV During Jan-Aug 2019, Excluding Unpaid Orders YoY Growth of Retail Sales in China During Jan-Aug 2019

(1)

Notes: (1) Source: NBS(2) Source: Sino Market Research, China Market Monitor

天猫Tmall

Marketplace Growth at Scale

6

Diversified Product Supplies to Meet One Billion Consumers’ Demand 多元化供给满足中国10亿消费者需求

新品牌 新商品

New Brands New Products

新品类

Brands

New Categories

High Quality 品牌品质

工厂直供

From Manufacturers农场直供

From Farmers

Products from Origins

Value-for-money 高性价比

全球购Global Buy

海外品牌Global Brands

Imported Products

Global Direct Sourcing 全球直供

Long-tail Products

特色商家

Long-tail Products闲鱼C2C

C2C

Diversification 丰富多元 7

新品首发 新品牌孵化 天猫联合定制

New Product Launch

Customized Products

New Brand Incubation

天猫新供给战略Tmall New Supply Strategy

Competitive Advantage from Differentiated Supply Chain 从供给侧实现天猫的差异化竞争优势

Diversified Product Supplies

8

9

Tmall Has Become the First Choice for Brands’ New Product Launch 天猫已成为品牌线上线下新品首发阵地

~80%

2018年天猫上市新品SKU数

2018年新品销售同比增长

Number of SKUs Launched on Tmall in 2018

YoY Growth for New Product Sales in 2018

Category Top One

in Month of Launch

Category Top One

in Month of Launch

Category Top One

in Month of Launch

Estee Lauder Lipstick Huawei Mate 20 Series Hottoys Iron Man Toy

(2)

50mn+

服饰类目2019年8月新品销售占比

% of sales of New Products in Total GMV of

Tmall Apparel in Aug 2019 53%

品牌供给 - 新品首发Brands - New Product Launch

Diversified Product Supplies

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品牌供给 - 新品牌孵化Brands - New Brand Incubation

New Brand Incubation 新品牌孵化

新消费催⽣生新品牌

New Consumers 新⼈人群

New Media

新媒体

New Trends

新趋势

New Demand Calls for New Brands

下沉人群

Consumers in Less Developed Areas

男性用户Male Consumers

年轻人群Young Generation

社交媒体Social Media

直播Live Streaming

短视频 Short Videos

新品类New Categories

消费分层Consumer Segmentation

消费升级Consumption Upgrade

Perfect Diary New Beauty Brand

天猫将成为最大的新品牌诞生地

Tmall Becomes the Largest Birthplace of New Brands

New Coffee Brand

Sub-brands of Large Groups 大集团的子品牌

海外新进品牌

新生代品牌

产业带新品牌

New Oversea Brands

New Factory Brands

Newly Created Brands

完美日记

三顿半咖啡

Diversified Product Supplies

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Alibaba Cloud Intelligence

Factory Digitization

Cainiao

Smart Logistics

Ant Financial

Supply Chain Finance

Taobao/ Juhuasuan

Sales with Certainty

联合定制

Customized Products

产销协同

On-demand Manufacturing

产地集采

Collective Sourcing

阿⾥里里巴巴商业操作系统升级⼯工⼚厂

Alibaba Business Operating System Upgrades Manufacturers

聚划算“天天工厂”Made-to-order Factory

3年实现10,000家工厂的数字化升级

3mn+ OrdersAug 2018 Oct 2018 Dec 2018 Feb 2019 Apr 2019 Jun 2019 Aug 2019

C2M⽉月度订单量量 C2M定制商品

~3mn OrdersQianxuan Scale 千选体重秤 Ice Sleeve 冰袖

Monthly Orders of Customized Products Customized Products

To Digitize and Upgrade 10,000 Manufacturers in Three Years

源头供给 Products from Origins

Leveraging Data Technology to Digitize and Upgrade Manufacturers 通过数字化能力，实现原产地产业带的全面升级

(1) (2)

Notes: (1) Number of accumulated orders since October 2018(2) Number of accumulated orders since April 2019

Diversified Product Supplies

12

Active Taobao Marketplace of Long-tail Products 活跃的淘宝特色长尾市场

店铺名：大学生村官创业寻味

开店时间：2013年 Store Open Year: 2013

Farmer

大学生村官创业寻味

农人

店铺名：慕芮雅

开店时间：2017年 Store Open Year: 2017

Designer

极有家原创设计师

匠人

店铺名：喵屋小铺

开店时间：2018年 Business Started from 2018

ACGN Merchant

COS服制作

二次元

淘宝特色长尾市场 Taobao Marketplace of Long-tail Products

淘宝特色原创市场过去两年的复合增长率大于30%Two-year CAGR for Sales of Long-tail Products on Taobao is over 30%

Notes: (1) CAGR for the period of Sep 22, 2017 to Sep 21,2019

(1)

Diversified Product Supplies

13

闲鱼 Idle Fish

Diversified Product Supplies

Idle Fish - Fast Growing C2C Community and Market 闲鱼 - 高速增长的C2C社区市场

Product LeasingC2C House LeasingRecycle/ Resell C2C Sale of Secondhand Items

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2000万级DAU 闲鱼持续加速增长~20mn DAU as of Sep 2019 Accelerating Growth of DAU

Jan 2016 Sep 2016 May 2017 Jan 2018 Sep 2018 May 2019

RMB100bn+ 60mn+ 1.3mn+FY19 GMV

Number of Active Individual Sellers in FY19

Number of Interest- based Communities

FY19成交⾦金金额 累计⻥鱼塘数FY19发布商品⼈人数

Notes: (1) YoY Growth of average DAU in the period of September 1-20, 2019.

闲鱼 Idle Fish

Idle Fish - Fast Growing C2C Community and Market 闲鱼 - 高速增长的C2C社区市场

(1)

Diversified Product Supplies

15

供给多元发展 Diversified  Product Supplies

Directly Sourced ProductsDirect from Farms

Direct from Manufacturers

Global Brands

Imported Products

Designer Brands

National Brands

Long-tail Products

C2CMade-to-order

Trendy Brands New Brands

Diversified Product Supplies to Meet One Billion Consumers’ Demand 多元化供给满足中国10亿消费者需求

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Enhanced Consumer Experience

娱乐化互动Interactive Entertainment

淘宝直播Taobao Live Streaming

信息流Recommendation Feeds

消费场景升级

17

金币庄园 淘宝人生 叠猫猫 双11合伙人Taobao Life Small Game in 618 Festival Small Game in Double 11 FestivalTaobao Points

红包签到Small Game for Cash Coupon

娱乐化互动Interactive Entertainment

Enhanced Consumer Experience

Interactive Entertainment Product Matrix Accelerated User Engagement 娱乐化互动产品矩阵，加速拉动用户活跃度提升

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UGC

PGC

Videos视频

Live Streaming直播

Channels频道

Themes主题

Hot Topics话题

信息流Recommendation Feeds

Enhanced Consumer ExperienceUnique Visitors to Recommendation Feeds

Q1 FY20

UV up 104% YoY in Q1 FY20

Q1 FY20 UV同比增长 104%

Q1 FY19

75%56%

Q1 FY19 Q1 FY20

Increasing MAU Penetration Rate

75% of MAU Visited Recommendation Feeds

首页MAU渗透率

Aug 2018 Aug 2019

22%

0%

Diversified Content Contributes 22% of Pageviews

泛内容PV占比

% of Recommendation Feeds Pageviews

Increasing Visits to Recommendation Feeds 信息流成为主要访问入口

19

FY19成交金额

50%+RMB 100bn+ FY19天猫商家直播渗透率

GMV in FY19 FY19 % of Tmall Merchants Using Live Streaming

Notes: (1) Growth of GMV led by Taobao live streaming from April to August 2019

~140%FY20 YTD成交同比增长

GMV YoY Growth in FY20 YTD(1)淘宝直播 Taobao Live Streaming

Enhanced Consumer Experience

Taobao Live Streaming 淘宝直播

iFashion Week 新势力周

~30%80%+ 30%+

618 Festival

Jan-Aug 2019

2,000+

Double 9 Festival 99划算节

240%

直播+美妆Cosmetics

直播+服饰Apparel

直播+珠宝Jewelry

直播+食品Food

直播+聚划算+天猫汽车Auto

FY19

淘宝直播 Taobao Live Streaming

Enhanced Consumer Experience

% of First-day Sales

Led by Taobao Live Streaming

% of Sales Led

by Taobao Live Streaming

Sets of Cars Sold via

Taobao Live Streaming

YoY Growth of Sales Led

by Taobao Live Streaming

Taobao Live Streaming 淘宝直播

Tmall Merchants

Using Live Streaming

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Technology Empowering Commerce 技术赋能商业

旗舰店2.0Tmall Flagship Store 2.0

5G时代场景化购物Immersed Shopping Experience in 5G Era

全域数据化运营Digitized Uni Operation

帮助1万品牌，20万商家加速零售数字化升级，搭建新阶段增长引擎

To Enable 10,000 Brands and 200,000 Merchants to Accelerate Digitization and Drive New Growth

旗舰店2.0

Tmall Flagship Store 2.0

数据应用升级Enhance Application of Data

品牌个性化表达会员精细运营粉丝分层互动

线上线下连接升级

Improve Online and Offline Connection

会员&权益互通货品&服务共享品牌门店在线

开放能力升级Increase Openness

互动营销升级开放场景升级定制能力升级

旗舰店1.0

Tmall Flagship Store 1.0

货品Products

成交Transactions

PriceConversion

Rate旗舰店2.0

Tmall Flagship Store 2.0

Technology Empowering Commerce

建⽴立在阿⾥里里巴巴商业操作系统上的品牌官⽹网

Brand’s Official Corporate Website Powered by Alibaba Business Operating System

From Product Management to Consumer Management 帮助品牌商家从货品运营走向消费者运营

22

23

旗舰店2.0 Tmall Flagship Store 2.0

Technology Empowering Commerce

旗舰店2.0

Tmall Flagship Store 2.0

数据应用升级Enhance Application of Data

品牌个性化表达会员精细运营粉丝分层互动

线上线下连接升级

Improve Online and Offline Connection

会员&权益互通货品&服务共享品牌门店在线

开放能力升级Increase Openness

互动营销升级开放场景升级定制能力升级

建⽴立在阿⾥里里巴巴商业操作系统上的品牌官⽹网

Brand’s Official Corporate Website Powered by Alibaba Business Operating System

个性化品牌店铺 品牌空间 购物小程序 品牌门店

消费者运营更精准 营销更高效 应用更开放 线上线下更紧密

千人千面

会员中心

附近门店

粉丝互动升级

品牌空间

品牌内容

品牌互动

门店商品

门店服务

Customized Storefront Branding Space Shopping Mini Program Offline Store

Consumer Management More Precise Marketing More Efficient Applications More Open Online and Offline Closer

From Product Management to Consumer Management 帮助品牌商家从货品运营走向消费者运营

23

247,500+品牌加入数据银行

7,500+ Brands Using Databank

用户画像

生活方式 会员生命周期

地理位置

人生阶段

粉丝亲密度

购买力偏好

渠道偏好

旗舰店2.0千人千面

Operation by Merchants 商家自运营场景

微淘粉丝内容 CRM会员运营

Tmall Flagship Store 2.0 Weitao Content CRM Management

Marketing 营销场景

阿里妈妈高效投放 小黑盒新品 超品日精准用户

Alimama Ads Hey Box Super Brand Day

New Retail 新零售场景

大润发品牌门店销售 零售通

Offline Store Sales Sun Art Retail Lingshoutong

External Domain 淘外场景

站外广告投放 社交媒体运营Ads Operation on Social Media

全域数据化运营

Technology Empowering Commerce

Digitized Uni Operation

Digitized Uni Operation 全域数据化运营

25

品牌雷达 OTT 品牌特秀 开屏联投

高潜人群筛选 全域品牌种草 精准定制新品，营销节点爆发

52%

Price YoY Growth

20%

Growth of Penetration Rate

73%

% of Sale to Members

Technology Empowering Commerce

Consumer Targeting Omni-channel Branding New Products Launch

Digitized Uni Operation to Serve Consumer Demand 从消费者需求出发的全域数据化运营

Pricing Brand Upgrade Member Engagement全域数据化运营

Digitized Uni Operation

25Notes: (1) During 2019 618 Festival

(1) (1) (1)

客单价提升 ⾼高端⽩白酒⾏行行业渗透率同⽐比提升 会员销售占⽐比

26

Virtual Fitting Room AR Powered Makeups Shopping VR Powered iHome AR Powered Shopping 虚拟试衣间 美妆AR试装 全屋场景漫游 AR场景化

Immersed Shopping Experience in 5G Era 5G时代场景化购物

5G时代场景化购物 Immersed Shopping Experience in 5G Era

Technology Empowering Commerce

27

Marketplace Growth at Scale

供给多元发展

Diversified Product Supplies

Enhanced Consumer Experience

技术赋能商业

Technology Empowering Commerce

平台规模增长 消费场景升级

28