Tmall Borrows 618 Good Practices For New Retail

Compared with the published spanaction volume, Tmall More care is the practice of new retail. brand And consumers create an opportunity for themselves.

According to the world clothing and shoe net, after the completion of brand upgrading in late May, Tmall spanformed the original Internet year into a Tmall 618 ideal carnival. The carnival attracted 180 thousand brands and countless consumers in the world to join in the process of creating new retail history, so that the whole Ali ecosystem and brand could fight around the new retail business around this big enough business scenario.

When Tmall's Slogan upgraded to "ideal life", the upgrade also made Tmall draw a line with other online retail platforms: how many products to sell is no longer Tmall's most important goal.

As a means of internal capacity-building and intellectualization, Tmall has developed from a retail platform to a living community, from selling products to consumers to serving consumers, from helping brands to find consumers and upgrading to help consumers make full life cycle operation of brands. More importantly, as Ma Yun, chairman of Alibaba's board of directors, said, all of these changes will happen online and offline.

The world does not have any business experience for Tmall, but Ma believes it will be a "happy thing" on the line. And Tmall 618 wants to prove that such "joy" has become the norm.

Some people sigh, Tmall 618 is a fusion of online and offline, global brand participation, is happening. New retail The riverside map of Qingming.

Tmall 618 launches new retail engine

On the eve of Tmall 618, BOSE global CEO visited Tmall, announced that the strategic cooperation between the two sides has been upgraded again, and plans to connect 155 stores across the country to Tmall's entire channel within one year.

Since Ma Yun put forward the concept of new retailing last year, more and more brands are beginning to pay attention to the combination of online and offline businesses. No one wants to lag behind in the tide of business spanformation. During the Tmall 618, Alibaba CEO Zhang Yong further proposed that the new retail is to use the Internet and big data to reconstruct the traditional commercial elements such as "people, goods and markets". In the future, commerce will no longer be wired or offline, and there will be no virtual or entity differences.

"No matter how big the company is, three months have not been able to keep up with the pace of change." "We have seen so many examples like this," the vice president of a well-known shoe company in China told the Internet business.

If there is only one chance to merge online and offline, the brand will choose to cooperate with Tmall, because the Ali ecosystem behind it has built up a complete set of infrastructure for entering the new retail era.

Ali eco has more than 500 million mobile end users, making it the best access to insight into the needs and changes of consumers. For brands, timely and effective direction of future trends can win valuable window period, so that the brand can more quickly carry out spanformation and upgrading of R & D and production terminals.

As of March 2017, nearly 80% of Forbes's 100 most valuable brands in the world have entered Tmall for sale, making Tmall the main position for global brand upgrading.

For Yuan Liwei, general manager of digital marketing and e-commerce of Shiseido group, she also hopes to get through the Tmall member system between consumers and consumers, so as to accurately understand and gather fans and members to enhance their brand loyalty. But for new retailers, this is far from enough.

In order to fully drill the new retail business during Tmall 618, the brand alliance between Tmall and the platform can give consumers more than 10 billion, giving consumers a reason to pay attention to Tmall 618, but if consumers want to participate deeply, Tmall and brands must create new "selling points" beyond the discount.

As a result, the brands on Tmall platform attract consumers to make consumer decisions during the 20 day consumption Carnival by releasing new products, customized items and special Tmall models. Honors, OPPO and Meizu have released new products at Tmall. Hundreds of brands such as the US, Haier, Samsung, SONY, SHARP, millet and GREE have announced that they offer 3000 surplus products and hundreds of millions of spot products to Tmall users. The world's nine beauty cosmetics groups are gathered. The 18 top brands and personal care products of China and the United States will launch nearly 100 new products.

Engine spanmission for new retail

BOSE is one of the brands that release new products. The world-renowned audio manufacturer disclosed the news of Tmall's exclusive Bose SoundLink Revolve+ loudspeaker box in June 1st, attracting many audio enthusiasts to stay up and wait for zero rush. For example, Zhang Xinghua of Beijing.

From his zero order to the delivery of the parcel sent by the courier, it took him only 15 minutes to surprise him. Since June 1st is the first day of Tmall 618, Zhang Xinghua is lucky to become the first customer to receive Tmall this year, Tmall 618. 45 minutes later, a Chengdu consumer also received his order.

As of noon on June 18th, consumers in 254 cities across the country received the packages purchased in June 18th alone, covering all provinces of the country (except Hong Kong, Macao and Taiwan).

Tmall said that the most popular promotion in the history of Tmall this year is that the electricity supplier is promoting the era of "reaching the next day".

This year, Tmall's 618 high age distribution benefits from the close collaboration of the logistics industry. If Tmall is the engine of new retail, efficient logistics system is the spanmission shaft of new retail. It spanfers the power of new retail from the online to the consumer end. It is the key link of online and offline integration. Even the view is that the new retail competition is the competition of logistics efficiency.

When new retail outlets stimulate new consumption demand, rookie network and logistics partners can effectively connect social spanport capacity through continuous investment in new technologies, so that express delivery can achieve higher aging, better service experience and better cost.

Especially for the fresh delivery areas with high demand for cold chain technology, rookies and other partners have sent nearly 500 tons of fresh goods to Tmall's fresh day in June 8th, the highest growth rate in history.

On the day of Tmall's super fresh day, the rookie network and Ann sweet reached 1 million 200 thousand crayfish in one day, and nearly 70 tons of cherries delivered from partners. Consumers in more than 130 cities across the country enjoyed the following day's service under the efforts of Tmall's fresh and rookie network, which greatly promoted the uplink of agricultural products. Under the powerful ecosystem of Alibaba, the way of fresh agricultural products touches up the net is bypassing the high cost of logistics and high loss of thorn bushes, so that it can access millions of households in a more systematic, fast and convenient way.

However, for consumers, some products are not enough to get them, such as smart door locks and other products that need to be installed. Therefore, the new retailing will also cover the offline services derived from the products, sending products to consumers and sending services to consumers' homes.

Miss Huang, who lives in Shanghai, has used the latest intelligent door lock in less than two hours after the order of Tmall 618. "Light speed!" she said.

The service for Miss Huang is Tmall's worry free shopping service installation masters, who are active in more than 300 cities throughout the country. They are also the busiest group of people during Tmall 618.

Since the launch of Tmall 618, they have installed tens of thousands of household items such as ceiling lamps, chandeliers, toilets, showers, bathroom cabinets, bathing bullets and smart door locks.

The Tmall 618 business strength report, released recently by Tmall joint first financial business data center, shows that in addition to providing a large number of high-quality goods to meet various consumer demands, the upgrading of Tmall platform's pursuit of consumption is also the upgrading of full link services, and the contents and services of consumer experience are promoted from all aspects of consumption.

Ideal living community -- Tmall

Faced with the acceleration of online and offline integration, it is not only the brand side, but also Tmall itself, that needs to redefine its relationship with consumers.

At the Alibaba 2017 investor day conference in June 8th, Alibaba CFO Wuwei said that for Alibaba, revenue came not only from the online market itself, but also from consumer operations - helping businesses and brands to get, operate, and retain consumers. As a result, Online Marketing Revenue will be upgraded to consumer management revenue (CustomerManagement Revenue).

In addition, the commercial scene provided by Alibaba for businesses and consumers has long been not limited to the retail platform itself, but an ideal living community. From online market, local service to entertainment, users' consumption behavior on Ali platform includes both physical consumption and service consumption, as well as cultural and entertainment consumption. Therefore, annual active customer is a more appropriate indicator, and can better reflect the development of Alibaba's business, as well as changes in consumption and lifestyle.

"We say," ideal life, cats, "but this is not the change we purposely pursue, but the change brought about by consumer changes. Alibaba CMO Dong Benhong held the ceremony of Tmall brand upgrading in May 23rd, saying that the ceremony officially announced that Tmall upgraded Slogan to "ideal life".

Dong Benhong said, as the main position of brand operation, Tmall can not only find trends through massive consumption of big data, but also can "cash in with the trend" with brands, and define the ideal life of Chinese people.

From the perspective of discovery and cash flow, Tmall has had many successful cases in the past. Prior to this, Tmall relied on C2B reverse customization, hatching dishwashers, washing and washing machines, sweeping robots and beauty devices.

In Tmall 618, there was an interesting phenomenon: the digital products based on Tmall users' big data are more competitive. For example, Tmall custom Ecovacs ground treasure DD35 sweeping robot, as of 18 p.m. in June 18th, has sold more than 15000 pieces, sales far more than second.

"In 2017, our main aim is to build a superhuman plan to reinvent business superpowers". Yin Jing, general manager of Tmall electrical home business group, said that in the next 3 years, 5~10 tens of billions of new products and industries will be nurturing.

In June 14th, Tmall mobile also announced the launch of the "10 billion supernova plan", providing full support for small and medium mobile phone brands from retail outlets, traffic and capital, with the goal of "supernova" mobile phone brand with annual sales of 10 annual sales of one billion.

These plans are also making use of the Internet and big data to reconstruct business elements such as "people, goods and markets", showing the spanformation of Tmall in the new retail era.

Reconstructing Tmall and reconstructing the future

Compared with brand upgrading, Tmall's spanformation is more like an iceberg beneath the sea.

"Tmall has been completely different from the past under the new retail strategy," he said. At the Alibaba 2017 investor day conference, Zhang Yong said: "from manufacturing connection to redefining retail, Tmall has reconstructed four aspects, including brand marketing and user connection reconstruction, channel reconstruction, supply chain reconstruction, and online and offline business format. Tmall has become the main position of global brand spanformation and upgrading, the main engine of quality consumption and the engine of new retail. "

The traditional supply chain is like a rope. The product must go through various links such as design and development, raw material production, manufacturing and assembly, logistics and distribution, and all kinds of tedious processes. But the new retail supply chain can realize the whole chain digitalization, and spanform the linear supply chain into a value network that responds instantly to all links. When every aspect can directly deal with consumers, large-scale customization is also possible. Rookie logistics and Ali cloud computing play a great role in this process. The accurate identification of customers, the distance recognition of distribution chain and the customized demand of time service will bring a new business experience.

The reconstruction of the sales channel relies on the online access of Tmall as the main body under the online, offline and overseas channels, including the Tmall supermarket facing the first tier cities, the retail outlets and village ambush for the urban communities and rural areas, including the overseas markets such as speed sell, Tmall international and Lazada. For example, Alibaba launched the "Tmall sea" project officially launched in June 12th. With Tmall as the main engine and relying on the complete commercial infrastructure built in the past decade, Tmall's ecological mode has been gradually copied and landed in Southeast Asia, India and the global market, helping domestic businessmen ease the path of Globalization. Tmall is becoming the main engine of digital spanformation and upgrading of global brands, which is beyond imagination and cannot be completed outside Ali's ecological platform.

The third aspect is the reconstruction of brand marketing and user connection. Under the new retail system, it is a kind of intelligent marketing mode that takes the operation of consumers as the core and uses data as energy to achieve full link, all media, all data and all channels. The massive data, intelligent algorithm of Tmall eco platform, and the construction of multimedia content community can complete a closed loop of behavior in the whole link and whole cycle of brand operation and consumer relationship.

The Tmall eco platform has really opened up a new retail business format. From Tmall and Procter & Gamble's SK2 and other well-known brands online to members, to invest in the layout of Yintai, Bailian, Suning and Sanjiang shopping, Tmall creates brand value not only online sales, but multiple values, including sales for offline, brand value enhancement, access to new users and users, and productivity improvement. For example, the "ideal life experience Museum" opened by Tmall in June 17th in Kerry Center of Hangzhou and Yintai City, west of China, is a series of technology driven new retail demonstration using AR eye, future makeup mirror, virtual fitting room, etc. it improves the offline shopping experience of consumers, and creatively displays quality products with consumption upgrading significance.

"Tmall 618 doesn't care how much it sells, but regards it as an experimental field for Tmall's new retail business. We are more interested in how much interest the consumers have gained. Whether the brand is reshaping the relationship with consumers here, Tmall's sincerity and strength, and the determination and achievements of exploring new retail business are also naturally displayed in this process." The general manager of Tmall food said outside.

General manager of Tmall cosmetics, Gu Mai, also said that with the further development of new retail and new technology, more brands will be added, and a more comfortable consumption experience will become a normal business.

Prior to this, Zhang Yong has introduced the Alibaba's mid and long term goals to global investors: by 2020, GMV will reach US $1 trillion (6 trillion yuan), and the long-term goal is to reach 2 billion of global consumers by 2036.

In June 13th, the Tmall 2017 business strategy communication conference of "the global brand to embrace the new retail" was held in June 13th. Zhang Yong appealed to the leaders of the world's leading brands to focus on the more digital business future. He said that today the electricity supplier has accounted for 15% of the total retail sales of the whole society. The brand here sees that there is an account in the number of households, and the proportion of their respective brands. However, in the future, it is absolutely not simply to turn the proportion of electricity suppliers into 20% and become 30%, but stand in the perspective of customers and stand in the perspective of global market to digitize the 100% business.

"Compared with the future, we are still small companies or baby." Ma Yun said.

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