Redefining Digital Marketing in China

In the US… …In China

Somewhat effective

Effective

Very Effective

Moon stages are illustrative of their influence and are not reflective of their financials

Portal and videoEcommerce

Social mediaMobile news feed and search

Media Ecosystem Powered by

Alibaba Big Data

Our media ecosystem consists of China’s most popular digital media outlets

Everyday, consumers spend quality time engaging with our media

Our media ecosystem covers the vast majority of Chinese internet users

Ecommerce

60%

Info & Search

VideoSocial Media

Taobao/Tmall

31%UC / Shenma

34%Sina Weibo

80%Youku Tudou

1. Chinese  internet  users  data  source:  CNNIC  report  as  of  December  2015  2. Taobao/Tmall  –  Annual  acAve  buyers  December  2015  per  company  filing  3. Weibo  –    Monthly  acAve  users  December  2015  per  Weibo  filing  4. Youku  Todou  –  per  Youku  Tudou  esAmate  5. UC  Headline  penetraAon  data  is  according  to  iiMedia  Research  

Location & Logistics

Interest

Social

Ecommerce

Our vast repository of big data…

Search

Payment & Credit

Unified ID

Volume Multi-ScreenVariety Value500 million+ real demographic info 500 million+ Cross-device ID 8000+ purchase intentions and

location-based attributesTop 500 media partners

… is of unparalleled volume and quality

Data application case studyUsing machine learning to help a popular snacks brand look for users who are more likely to be interested in their products

Users liking similar brands

Users associating with similar

brand category

Users with similar attributes as current customers

Users buying similar items

Greatly improves effectiveness:

• Expand audience size by 90% • Increase click-thru-rates by 120% • Increase ROI by 135%

FY2014 FY2015 FY2016 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

FY2014 FY2015 FY2016

+19%

+13%+25%

Ever-growing client base and spending

Active marketer base Spending per marketer

Over 1 million clients to date

+11%

Our Marketing Solutions

User B

ehavior Cycle

STIMULATE PURCHASE DESIRE

SALES

BROADCASTING

BRANDING

SHARING

EVENT PROMOTION

BRAND AWARENESS

Share to Earn P4P

Smart Diamond

Taobaoke

Event Promotion Store Promotion

Screen Takeover

Spotlight Store Super Brand Day

P4P paid search:

Let buyers find you easilyAllows sellers to bid for keywords, charging the sellers only when consumers click on their ads.

Smart Diamond (display marketing): Let consumers know who you areFixed price or CPM Real-time-bidding, suitable for brand awareness campaigns

Share to Earn:

Help users monetize social traffic on mobileAllows users to earn money when they share a store to their social circle using their Taobao app

Share Store In process Finish Mission Earn Money

Before Shopping

Reviews

After Shopping

Before Shopping

Spotlight Store / Brand Zone:

Draw millions of eyeballsPrime location for brand exposure with innovative display format including text, picture and video, to enhance brand awareness and improve customer experience

Super Brand Day:

Spreading big brand news

Splash screen interstitialGrab the attention of users from the get-go

Search and newsfeed marketingProvide information relevant to the intent of the users

Social media platform Weitao

For merchants to engage and interact with consumers

Thank You