Ma Yun is also a representative of local killers. The rise of rapidly developing economies is the incubator of these local killers. The most important thing is that these local killers are better at winning complex markets, or that they are better at creating opportunities in inferior positions. Companies that won such a market environment will have the following characteristics: understanding these contradictions, understanding their opportunities, holding tolerant views and establishing the right business models to solve them. Many successful western enterprises in the fast developing economies have controlled the huge differences between the local market environment and their home market base.

Ma Yun said: we can win this position because I believe in one thing: the global vision, the local can win.

We design our own business models. We focus on how to help SMEs make money. We never copy American business models.

We are concerned about the quality of products, we must achieve "click, get."

If you can't get it, it's garbage.

For example, Taobao's victory over eBay is that Ma has adopted the strategy of "encircling the cities in the countryside".

In those days, Alibaba made 100 million yuan to build Taobao, while eBay announced that it would put 100 million dollars into the promotion of eBay eBay, while eBay and many portals signed an exclusive contract for nearly a year.

On 2003, Ma Yun delivered a speech at the Taobao staff meeting: "now

Ma Yun's move is also forced to helplessness, but this force has forced another world. That is the huge spread power of vertical websites, forums and personal websites. It has proved that this "rural" base has made a huge contribution to Taobao.

Ma Yun's deep understanding of the local concept is: embrace change and challenge change.

In 2006, Taobao's "money making" incident caused great controversy.