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El poder de pensar como ecosistema y habilitar plataformas e infraestructura para todos


atomic88 - septiembre 8, 2020 - 126 comments

Si uno quiere presenciar la mayor colaboración entre negocios de la historia debe voltear a ver el Global Shopping Festival 11 de Grupo Alibaba en el mes de noviembre.

Todo comenzó en el 2009, cuando Alibaba tomó la tradición china del 11.11 (11 de noviembre) o singles day. Este día se celebra a todos los solteros y Alibaba entró a esta fiesta invitándolos a aprovechar las mejores promociones y consentirse a ellos mismos.

Ha sido tal el éxito que pasó de ser un evento de un día a un festival global de un mes entero. Tan solo en el 2019 generó 38.4 billones de USD en volumen de ventas con 500 millones de usuarios. Participaron 200,000 marcas y se lanzaron más de un millón de productos nuevos. Lograr semejante proeza implicó que Alibaba tuviera que procesar más de medio millón de órdenes por segundo. ¡Por segundo! Y aquí no acabó la hazaña. Solo se necesitaron 7 días para enviar más de 1.2 billones de paquetes.

Aunado a estos números sumamos el uso de inteligencia artificial en la escala más grande de la historia:

  • Luban A.I Designer produjo 400 millones de posters promocionales de forma automática.
  • Fue necesario usar traducción automática y en tiempo real a 21 idiomas para servir a más de 100 países.
  • Shopping guide generó automáticamente más de 9 recomendaciones personalizadas por usuario.

¿Cómo se logra tal coordinación de redes y semejante resultado económico?

La respuesta es: con una plataforma que brinda infraestructura digital y una mentalidad de ecosistema. Alibaba no tiene inventario ni es dueña de los productos. Lo que hizo el gigante asiático fue habilitar un ecosistema digital donde podían convivir todos los interesados: consumidores, marcas, operadores de logística, operadores de pagos y productores. Creando así una gran cadena de suministro.

Esta plataforma que analiza cada dato y toma decisiones con ayuda de machine learning, es una orquestación abierta que crea valor para todos: el emprendedor, el micro negocio, el operador de logística, la agencia de marketing o la marca de lujo.

Lo impresionante de analizar cómo funciona un ecosistema digital y sus plataformas es que uno se da cuenta de que el consumidor solo ve la punta del iceberg. Lo que pasa detrás en temas de pago, logística, datos y cloud computing es el genio humano en todo su potencial.

Podemos preguntarnos, ¿cómo China pasó a ser una sociedad cashless?¿cómo resuelven el reto logístico de entregar diariamente 1.6 billones de paquetes? Este módulo de la Certificación en Estrategias de eCommerce ahonda en estas preguntas y, por medio de casos de éxito de Alibaba y sus aliados, estudia las características de las plataformas digitales, el concepto de ecosistema, el desarrollo de plataformas digitales y su distribución.

Este módulo de la Certificación en Estrategias de eCommerce ahonda en estas preguntas y, por medio de casos de éxito de Alibaba y sus aliados, estudia las características de las plataformas digitales, el concepto de ecosistema, el desarrollo de plataformas digitales y su distribución. Con el acompañamiento de los certificadores profundizamos en cada caso de estudio para entender cómo traducir esta información a nuestro contexto mexicano y lograr aplicar las buenas prácticas y experiencia de un ecosistema denso y coordinado como el de Alibaba en nuestro país.


#AtomicTalent #SmartIndustries #DataIntelligence #OpenInnovation

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