Alibaba Unveils QR Code Strategy
iFeng Tech, 6/10/14
Chinese e-commerce conglomerate Alibaba Group today announced the official launch of the company's "Mashang Tao" business strategy and accompanying merchant QR code platform, designed to increase the integration of QR codes into Alibaba's family of e-commerce sites. The platform will primarily allow for the creation and management of QR codes for partner Alibaba merchants, offering a unified QR code standard and technology. The new QR code system will allow customers to make Alibaba platform-powered online purchases, as well as access merchant after-sales services.
Alibaba has unveiled the 5 major types of QR codes that will be featured during the first stage of the Mashang Tao strategy, including: "Shangpin Ma" (merchandise codes), "Fuwu Ma" (service codes), "Mashang Dian" (store codes), "Hudong Ma" (interactive codes), and "Meiti Ma" (media codes).
1. "Shangpin Ma" merchandise QR codes will be featured on offline merchandise. Customers will be able to scan QR codes printed on merchandise to connect to Alibaba mobile commerce sites and obtain product information, including images, prices, and reviews, as well as purchase said product online.
2. "Fuwu Ma" service codes will primarily be printed on delivery packages. By scanning the codes, users will be able to sign off on deliveries and access after-sales services.
3. "Mashang Dian" store codes will be created by offline merchants and, when scanned, allow customers to view said merchants' online stores. Alibaba has previously reached a partnership agreement with Chinese department store chain Intime Retail to display Mashang Dian QR codes. Additionally, Mashang Dian store codes will be used in the dining industry, with users able to order food and make reservations through Alibaba's mobile food ordering and delivery app "Tao Diandian."
4. "Hudong Ma" interactive QR codes will link users to interactive merchant-sponsored games and other services.
5. "Meiti Ma" media codes are printed on the bottom of traditional print media. Users can scan the QR codes to purchase advertised products.
Alibaba has also announced "Mashang Tao" partnerships with Pepsi and Qingdao Beer to print QR codes on beverage containers. Users can scan the QR codes through Alibaba's Mobile Taobao e-commerce app to participate in the companies' promotional events and play customized games.
Editor's Note: Alibaba is currently pushing to increase the use of its e-commerce properties on mobile devices. For more background on this topic, please see "Taobao Partners with 12 Newspapers on QR Code-powered Promotions" MD 4/01/14 issue.
Keywords: e-commerce Taobao strategy wireless Alibaba Group Tao Diandian m-commerce 2D barcode C2C B2C
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