研报日期:2016-08-24
阿里巴巴(
BABA )
Has Alibaba made on-line shopping truly social?
One of the most startling revelations from Alibaba‘s June earnings call is that users launch Taobao seven times per day. Having introduced various new social features such as Quanzi, Wendajia, Taobao Newsfeed, and Taobao Live Broadcast this and last year, we study herein what these and other innovations around community and content have done to add a social element to the Taobao experience, and thus deepen user engagement.
Growing monetization follows user engagement; helping smaller storefronts
Management on the call noted that the Taobao DAU/MAU ratio continues to rise, as does average user time spend. Average time spend per user on Mobile Taobao impressively reached 26.7min in June, (vs Amazon‘s 9min, Snapchat‘s 30min and Facebook‘s 35min). Increasing user engagement benefits merchants both big and small. We believe that Alibaba seeks to increase ad inventory, and add less premium, other non-front page ad products, in order to appeal to the "middle of the pyramid" brands with smaller budgets that don‘t enjoy the high touch of Alibaba‘s marketing teams and bespoke programs that their larger peers do. Targeted personalization has exposed shoppers to less known brands, when previously they may have only seen ads from big brands.
Media ecosystem coalesces to support engagement; interactive model
Alibaba continues to integrate its broader media ecosystem, composed significantly of Youku, Weibo, Momo, UCweb and others. Its efforts have likely contributed to a revival in usage across many of these properties. With this note, we also update our interactive model here for users seeking an easy way to create various scenarios and flex their assumptions around the company.
Shaving TP by 5% to US$109; maintaining Buy; risks
We reduce FY17/18/19 rev by 2%/2%/2% and cut non-GAAP EBITDA margin by 1.3ppt/1.9ppt/2.4ppt. Our TP i……[
德意志银行]