Menakar Potensi Pasar E-Commerce: Pelajaran dari Kesuksesan dari Platform E-Commerce Alibaba

Antonius Felix, Julius Sutrisno, Alden Jonathan Wijaya, William Hakim, Niko Niko, Daniel Wilson

Abstract


Perkembangan e-commerce global menuntut strategi inovatif untuk meraih kesuksesan berkelanjutan. Tujuan penelitian ini adalah untuk menganalisis strategi kunci yang diterapkan Alibaba Group dalam mendominasi pasar domestik dan memperluas jangkauan internasionalnya, serta menarik relevansinya bagi pengembangan e-commerce di Indonesia. Metode yang digunakan adalah kualitatif dengan pendekatan studi pustaka (library research), yang mengandalkan analisis data sekunder dari laporan tahunan, jurnal akademis, dan publikasi terpercaya. Hasil penelitian mengidentifikasi tiga pilar strategi utama yang mendorong kesuksesan Alibaba: (1) Inovasi pemasaran melalui penciptaan dan pengembangan festival belanja "Single's Day" (11.11) yang memanfaatkan diskon besar-besaran, konten kreatif, dan teknologi kecerdasan artifisial; (2) Ekspansi global yang agresif melalui strategi Mergers and Acquisitions (M&A), seperti pengambilalihan Lazada di Asia Tenggara, untuk penetrasi pasar yang cepat dan efektif; serta (3) Implementasi filosofi "Customers First" yang diwujudkan melalui kemudahan transaksi, dukungan komprehensif bagi merchant, dan jaminan kualitas layanan. Strategi-strategi ini sukses karena didukung oleh pemahaman mendalam tentang perilaku konsumen Tiongkok yang melekat pada media sosial dan sangat responsif terhadap nilai serta promosi. Kesimpulan dari studi ini adalah bahwa kesuksesan Alibaba menawarkan pelajaran penting bagi pelaku e-commerce, khususnya di Indonesia, tentang pentingnya menciptakan inovasi pemasaran yang disruptif, melaksanakan ekspansi strategis yang terencana, dan menempatkan pengalaman pelanggan sebagai inti dari semua operasional bisnis untuk membangun keunggulan kompetitif yang berkelanjutan.


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DOI: http://dx.doi.org/10.30813/digismantech.v5i2.9214

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