After gaining 18.3% ownership on Youku&Tudou in 2014, Alibaba
acquired it at the price at $700 million in Oct.2015 with the purpose of synergizing
their advantages on big data and online video so that to maximize the traffic
and economics. After the acquisition, Youku&Tudou which covers over 50
million active daily users connected with Taobal, Ali Pay, Ali Cloud, Ali Video
Studio to create a holistic ecosystem. Under
this ecosystem, they launched their first product, Buy What you See on
Youku&Tudou from Taobao, to commercialize the big data and traffic.
This is a B2C business model. First, the vendor should be
able to generate original video content with their product placement. Second, the vendor would apply for the
membership to display their video on Youku & Tudou. Third, the vendor will be allowed to display
the product the places in the video for watchers’ purchase. And the transaction is linked to and realized
on Taobao. Behind this business model is
the synergy of Alibaba and Youku&Tudou’s big data. Alibaba offers accurate data on what product
and SKU are popular to Youku&Tudou which could create the vivid purchase
scenes for the consumers. The
connections between the memberships from both Taobao and Youku&Tudou would offer more powerful
consumer insight for accurate marketing.
http://www.netimperative.com/2015/11/alibaba-buys-chinese-youtube-for-3-7bn/
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