Taobao - Massive and Fast Growing Consumer CommunityJIANG Fan, President of Taobao

2

Taobao Models

Specialists

Live-stream Anchor

TV StationsBeauty

Adviser

Organizations

Internet Celebrities

Shopping Advisers

Designers

Incubation Home

Retail outlets

Farmers

Celebrities

Buyers

KOL

Multi-channel Network

Taobaoke

Magazines

Nutritionists

Merchants

Fast Growing Consumer Community

3

Mar 2016 Mar 2017 Mar 2018

617507

410

617 million Mobile MAU 552 million AAC

FY2016 FY2017 FY2018

552

454423

Up 98mn YoY in FY2018Up 110mn YoY in FY2018

Rapid User Growth

(1) (2)

Notes: (1) China retail marketplace Mobile MAU for the month ended March 31, 2018(2) China retail marketplace annual active consumer for the fiscal year ended March 31, 2018

Million Million

4

Rapid Growth of New Users And Potential Users Market

11%

14%

Jan-Aug 2018

7%2%

91%

under 18 above 50 other age groups

Growth of Users Under 18 and Above 50 Is Accelerating

Jan-Aug 2018CY2016

Less Developed Areas Other Cities

62% 70%

Growth of Users From Less Developed Areas Is Accelerating

Jul 2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018

2018888%

Rapid Growth in New Registered Users 88% YoY Growth for August 2018

CY2016

Users Breakdown by City TierNew Registered Users Breakdown by Age

75%

Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18

30%+ YoY Growth for August 2018

Jul-17 Oct-17 Jan-18 Apr-18 Jul-18

350%+ YoY Growth for July 2018

Growth in DAU of Taobao Points Growth in Number of Orders From Taobao Daily Deals

5

Rapid Growth of New Users And Potential Users Market

6

Recommendation Feeds

Merch

ants

Opera

tion

New Ma

rkets

Content Generation 2018 Taobao

7

Recommendation Feeds

8

Simpler User Experience More Efficient Information Distribution

More Diversified Content

9

New VersionRecommendation Feeds

Old VersionModules

Recommendation Feeds

10

Old VersionModules

New VersionRecommendation Feeds

Recommendation Feeds

From Product Listing to Diversified Content

Activities

Products

Rankings

Topics

Online Marketing

Live Stream

Channels

Customer Engagement

Short-Form Videos

New VersionRecommendation Feeds

Recommendation Feeds

12

Content Generation

13

Number of Registered Content Creators

Over RMB3 billion 1.6 million +

Impact of the Content Ecosystem Increased Significantly

Rapid Growth in Live Stream and Short-Form Videos

1.9 billion 20 minutes + 100%+Content Generation Pays Off

(1) (2)

(3) (3) (3)

Daily Average Short-Form Videos Views Daily Average Time Spent by Live Stream Viewers Live Stream MAU YoY GrowthIncome Earned by Content Creators

Notes: (1) For the Twelve Months Ended August 31, 2018(2) As of August 2018(3) For April to June 2018

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100%+ MAU YoY Growth for April - June 2018 GMV Driven by Live Stream Increased by 350% YoY for April-June 2018

4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018 4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018

Rapid Growth of Live-Stream Sessions

4Q16 1Q17 2Q17 3Q17 4Q17 1Q18 Jul-Aug 2018

20184-6MAU100%+ 20184-6350%

-Content Generation - Live-Stream

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Comprehensive Live-Stream Ecosystem

Advisers

Live-Stream Anchors

Buyers

Variety Shows IPIP

Merchants

Promoters

Global

Rural

16

15%42%

Recommendation Feeds

Weitao

Crazy about Shopping

Product Details

Storefronts

Search

15% to 42%Product Page View With

Short-Form VideosShort-Form Video Empowers Merchants Throughout Consumer Journey

Notes: (1) For August 2017(2) For August 2018

(2)(1)

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The Case for Short-form videos

58% Increase in

Conversion Rate

94%Product Listings with Videos

Tutorials and reviews

&

Brands and creativity

&

Product highlights

In-depth analysis

Video reviewsBuyers sharing

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58% Increase in

Conversion Rate

94%Product Listings with Videos

Courses and reviews

&

Brands and creativity

&

Key selling points

In-depth analysis

Video reviewsBuyers sharing

The Case for Short-form Videos

19

2.9mn+Reviews from Buyers with Photos or Videos Per Day

22mn+Daily Average Buyers Who

Left at Least One Review on Platform

Consumers Participation in Content Creation and Community Interaction

(1) (1)

Content Generation- Buyers Shows-

Notes: (1) For the Week of August 1, 2018

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Merchants Operation

21

Diversified Marketplace

2016 2017 2018

China Retail Marketplaces GMV Contribution From Merchants With Featured and Original Products Continues To Grow

GMV 100,000

17%+

Number of Merchants with Featured and Original Products

of China Retail Marketplaces GMV GMV

(1)

Notes: (1) For the Year Ended March 31, 2018

(1)

22

Live Stream

Search

Taobaoke

Store DecorationBuyers Shows

Group ChatShort-Form Video

Customer Service

Weitao

KOL

Banner AdMultiple Formats of Merchants Operation

23

Jan-2016 Apr-2016 Jul-2016 Oct-2016 Jan-2017 Apr-2017 Jul-2017 Oct-2017 Jan-2018 Apr-2018 Jul-2018

Jewelry Industry Benefits from New Ways of Merchants Operation

Jul-2017 Aug-2017 Sep-2017 Oct-2017 Nov-2017 Dec-2017 Jan-2018 Feb-2018 Mar-2018 Apr-2018 May-2018 Jun-2018 Jul-2018

New Ways of Merchants Operation Transforms Industry

Weitao

Taobao Global Buyers Enhance GMV Growth

Weitao Group chat

Notes: The dips in the charts are due to Chinese New Year impact.

2018 INVESTOR DAY

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Within TaobaoBeyond Taobao

OnlineOffline

Products

Past Focus on Traffic

Present Focus on Scenarios

FutureFocus on Customer Management

Quality

Operation

Fans

Centralized Passive

Evolution of Merchants Operation

25

New Markets

26

53%Users are MaleMarketplace for Second-Hand Items

15mn+Annual Active Sellers

[1] [2]New Market Xianyu-

Notes: (1) For the Twelve Months Ended August 31, 2018.(2) For August 2018

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Marketplace for Second-Hand Items

Mens Apparel

Agricultural Equipment

Mobile Phones

Cartoon and Anime-Related Products

2017.6 2017.7 2017.8 2017.9 2017.10 2017.11 2017.12 2018.1 2018.2 2018.3 2018.4 2018.5 2018.6 2018.7 2018.8

2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7

F2Q18 F4Q18 2017.9 2017.11 2018.1 2018.3 2018.5 2018.7

2017.5 2017.7 2017.09 2017.11 2018.1 2018.3 2018.5 2018.7Notes: The dip in the charts is due to Chinese New Year impact.

New Market Xianyu-

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Alibaba Auction

-New Market - Auction

2018 INVESTOR DAY

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88VIPEarly Stage Membership Program Shows Momentum

XiamiYouku Taopiaopiao(2)Ele.me

Tmall ImportTmall Supermarket Selected Brands

Every 100 88VIP Members

Bring in New Users to the Following Services(1)

38

Youku

32

Ele.me

27

Taopiaopiao(2)

Notes: (1) As of August 2018(2) Our affiliated business

30

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