Alibaba's own brand "Taobao Xinxuan", which has been born for nearly five years, is about to disappear. Latepost exclusively learned that Taobao Xinxuan is upgrading its brand recently. It will change from an independent lifestyle consumer brand to provide its own goods for tmall supermarket, focusing on young families. The brand "Taobao Xinxuan" will disappear and be upgraded to a brand-new brand "meow full score", which will incubate a variety of self owned commodities of tmall supermarket around multiple categories, such as paper towels, nuts, fresh milk and other categories. The first batch of "meow full score" Wuchang rice, walnut oil and other commodities will be sold in tmall supermarket in mid April. Taobao Xinxuan went online in May 2017, formerly known as Taobao's "made in China" channel for manufacturing industry in origin. Taobao Xinxuan is Alibaba's own brand upgraded based on "made in China". Focusing on daily necessities with a sense of design, the positioning is similar to that of strict selection of Netease. Before Taobao Xinxuan's birthday, Alibaba's management had a dispute over whether Alibaba wanted to be a private brand. At that time, a partner directly pointed out: "Taobao can't be both a referee and an athlete." The background of Taobao Xinxuan's birth stems from the rapid development of Netease yanxuan. An Alibaba source said that Netease's strict selection of the story told to the capital market is not a consumer brand, but a supply chain brand, which is also the direction of Alibaba's long-term investment. For more than half a year after the launch, Taobao Xinxuan was one of the No. 1 projects focused by Zhang Yong (flower name: xiaoyaozi), chairman of Alibaba's board of directors and CEO. At that time, only half of the original brands of "easy to learn" and "easy to learn" products, such as "easy to learn" sofa and "lazy to learn" brand, were sold in April 2016, and the price was usually lower than that of the original brands of "easy to learn" products. In the second year of its launch, the sales of Netease's strict selection exceeded 7 billion yuan, a year-on-year increase of nearly eight times. As Alibaba's own brand, Taobao Xinxuan enjoys platform traffic. In 2017, Taobao Xinxuan began to cooperate with Taobao anchors such as Weiya and Li Jiaqi. The above Ali source said that in the next few years, Xinxuan "can go to Weiya live studio almost every week, and few brands can have resources so frequently". However, the development of Taobao Xinxuan is also limited by Alibaba. At the commodity level, Xinxuan cannot sell clothing and food, because these categories have a high concentration of brands, which will directly affect Alibaba's major customers, but Netease's strict selection can; At the marketing level, many products of Netease's strict selection at the beginning of its establishment can be directly said to come from major OEM factories, labeled with the labels of "Muji manufacturer's direct supply" and "coach manufacturer's direct supply", but it can't be selected by heart. It is also in the Alibaba system that Taobao Xinxuan, as a private brand of China's largest e-commerce platform, is difficult to make independent decisions on its own development. It has experienced many organizational changes with the adjustment of Alibaba group. In the first half of 2020, in the third year of its establishment, Taobao Xinxuan was transferred from Taobao business group to the newly established local retail business group, which is subordinate to Taobao's own brand business department. A few months later, Zhang Di, then general manager of the business unit and founder of Taobao Xinxuan, took the initiative to leave. An Ali source said that Zhang Di's departure may be due to his incompatibility with the commodity brand management concept of local retail. More than a year later, Alibaba split the local retail business group into two in July 2021. Tmall supermarket business was separated and merged with the import and export business group to form a B2C retail business group. Soon, Taobao Xinxuan was incorporated into tmall supermarket. At present, the person in charge of Taobao Xinxuan is Zeng Shengli, a "newcomer" of Alibaba with a job number of more than 200000, who reports to Liu Yiman, the person in charge of tmall supermarket. A former Taobao Xinxuan felt sorry for the change. "Taobao Xinxuan was originally positioned as an independent brand focusing on a 'healthy, beautiful and useful' lifestyle." Taobao Xinxuan had high hopes, but it failed to prove that Alibaba has the ability to make an independent consumer brand. Now, it will turn into the channel brand of tmall supermarket. (Xinhua News Agency)