Zhang Yong'S Speech: Future Retail

Good morning, distinguished guests. I am very glad to participate in the annual meeting of Chinese entrepreneurs. This is a very old activity.

Coming here today, the host talked about young entrepreneurs just now, but I am not young at all.

When it comes to youth, my topic starts here. We have many meetings in the market team. I said last time that I stood up after 90 and stood up several times. Please stand up and stand up after 85.

Although the development of Alibaba has been developing very fast in the past 15 years, the market we are doing today needs to be done with a young mind and an innovative mind.

I often say that I should be 70 in the company, and I am very old in the company.

We see more 85 and 90 after assuming the responsibilities.

Especially in the face of the market can be completely different ways to form a connection with users, including brand promotion and user interaction, to create completely different user experience.

Today, this topic is very broad, from e-commerce to see some business changes.

In Alibaba's e-commerce, I have been in Ali for 8 years, and I can see that the change of e-commerce is still very huge.

The whole change in recent years is a bit irresistible.

Now let's look at the changes in the electricity supplier's business. Let's see where we are today. By the end of this year, it's December now. We can be happy to say that the total sales volume brought by e-commerce is over 10% of the total retail sales.

This is not a problem in the fourth quarter of 2014. With the double 11 of 57 billion 100 million and the first two days of double 12, we are very popular. When we get offline, all the old ladies go to the supermarket to grab things, which can reflect the trend of electronic pactions including electronic payment.

10% this number sounds, I remember 0.98% years in 07 years, a lot higher, and in fact, 90% has not penetrated.

People will ask how the world will develop. How many years ago did Wang Jianlin and Ma bet, who would kill online and offline? Will the electricity supplier be more than half of the total number, more than 50%, and people often ask me this question.

I feel that between 10% and 20%, I think the proportion will still rise from the current online sales mode.

We look at the broad sense of 10% today, but in fact, in fact, the penetration of the Internet and e-commerce is completely different. The higher categories like computers, mobile phones and clothing, including fast selling products, diapers and milk powder, have been sold to 30% to 40% on the Internet as a whole.

There are more categories of consumers with higher frequency of daily consumption, and there are some low - frequency categories, such as girls who like to buy clothes on the Internet, but few girls buy them every day.

But some things are bought every day and must be consumed every day, for example, food.

You eat fish, meat and fruits, and I want to buy them every day.

The proportion of this category of food and fresh products is still at 5%, which is relatively low, and the industry is facing enormous opportunities.

Purely online consumption is unrealistic. I take the example of selling automobile tires. Our website has made minor changes.

I used to say that Taobao can buy anything, and car tires can also be bought.

But we would like to ask one question: how many people bought their own tires for themselves and changed their tires themselves.

Ordinary drivers, at least not myself, have to buy a tire to find a car repair point to install for me.

What is the consumer's entire consumption link? We aggregated the location information and service provided by the 4S service that can be covered under the line.

In addition to tying tires and buying tires on the Internet, tyres can also choose a service station near him to order a service, which is as simple as that.

The whole logistics is very simple. Logistics does not require tires to be sent to the home, sent to the company, sent to schools, if sent to the home, to the company, to school, this is a relatively crumble.

Basically, the tire must be delivered to the point you specified to install.

The whole consumption experience has changed a lot than that of the food products simply consumed by the Internet.

Speaking from the development of the whole category, we see the development of the whole business. In fact, the proportion of e-commerce in the middle online sales is rising.

I also want to say that in fact, if the most important thing is who can kill anyone online or offline, I think this topic is actually a topic that can not be discussed. All business forms, we see that all walks of life are hoping to make some changes. They are hoping to use the Internet's thinking and Internet skills to arm their industries and upgrade their industries.

Finally, we can achieve two things. The first thing is discussed more. I conclude that through such a change, the idea and technology of Internet can connect with consumers more efficiently.

When it comes to consumer connections, what do we call the connection of traditional business? That is to set up shop. Before I came across a brand, I just started Taobao mall, I went out to invest, many brands saw that we didn't know what was going on, but the Internet could chat and perhaps have a bright future.

The topic we are talking about is how many shops you have under the Internet. Many brands are proud to say that I have 10000 stores and five thousand stores. You have tens of thousands of stores. In today's vast land area and large population, it is difficult for you to cover a very deep area.

Some of the fast distribution products do well in depth distribution, he can distribute to the village level, but not all enterprises can do this.

The whole connection to users was realized through vertical channel distribution.

A brand dealer has a distribution system throughout the country. There are two generations and three agents in every province of the country.

After the Internet, the share of online sales in the past few years has come from one of the changes. By opening a store on the Internet, whether it is a website or Taobao, Tmall or other e-commerce sites, there is just one more store to meet consumers and consumers in the past 10% years.

In the process, we feel that achieving more is to open up a new sales channel. This is not so simple. You can touch consumers online to do sales and do more things.

Today, we can see that more and more manufacturers are based on the Internet, not only positioning him as a sales channel, selling things, but more, he can set it as a marketing channel to touch consumers.

The way to reach consumers is to start using a store to reach consumers and start using WeChat, micro-blog and all kinds of social media to reach consumers' word of mouth marketing.

The vertical structure of touch consumers is changing. This is the biggest change we can see.

In the process, I discussed with a friend that he sold milk powder and looked for distributors all over the country to sell milk powder to mother and infant stores.

But what can be done today, the mother and baby shop may still exist, not that he sells on the Internet, but the mother and baby shop will not, and the mother and baby shop is still very important today.

But how to launch information from headquarters to the mother and baby shops in various areas or in a certain area can play a great role in the whole Internet.

This role is not only able to form a radiation to consumers on the Internet, but there is no boundary on the Internet, and the population that can be covered is very large.

Second, he can flatten the whole channel and flatten the information of headquarters, so that he can quickly fall to the terminal's contact with the terminal of consumers.

The Internet is also a terminal. Over the past five years, he has produced 10% of the consumers on the Internet, and more has operated the Internet as an end, so the earliest emergence of the e-commerce department is under the sales department.

Now more companies have e-commerce companies, the entire product design, production and sales links, customized products on the Internet, this is what we see in this area of change.

The trend of consumers' connection is that in the future, more and more enterprises will not only regard the Internet as a sales channel, but also regard him as a channel to interact with users in a variety of ways.

In the end, his effect is not necessarily on the Internet. He reacts to the familiar electronic exchange on the Internet. His reaction may also reflect his sales results online.

Finally, you can undertake online purchase through a offline service, and ultimately this consumption can be pformed into service.

It's hard for you to say that this paction must take place online, so we see the way consumers connect, because today's Internet has become increasingly different.

In particular, today we talked about the development of a lot of socialized electronic business. In the past, we looked at the entire online shopping path of the electricity supplier, and sold the Internet on the Internet. The shopping path was very clear. Consumers had a clear consumption demand and searched for a thing on the Internet. The weather was cold, and the air in Beijing was not good. He wanted to search for an air purifier and come out with a pile of signs. He chose my living room to buy large air purifiers. My consumption power and my brand preference were what I wanted to choose from within the price range.

But today, there is another way for consumers to communicate. For example, I saw a new social APP two days ago. The way he did it was to push these household items, including what he eats today, what he should eat in Beijing in winter now. He took full consideration from the perspective of traditional Chinese Medicine. What should you pay attention to? First, give you a lot of knowledge. On this basis, he gives you a lot of recipes. You are interested in this recipe, you can order these ingredients, including condiments.

He sold a lot of vegetables to you, but he didn't sell you anything from selling vegetables.

He is more about the way of human health, such topics and knowledge points can easily be shared by users, known as the way of word of mouth marketing, people and people continue to spread, through social tools to spread, to achieve a fission propagation effect.

It can be seen that there have been many changes in the way of communication.

Today, when we look at changes in the whole industry, we will have more and more online business in the future.

Today, when we see the operation of an enterprise, such as sales, we can see that the boundaries between sales future and traditional sales and electronic sales and Internet based sales will be blurred.

Just like in the past 12.12, when you were in the supermarket or you were in the supermarket or paying for the car by electronic payment, it was hard for you to tell when you bought two bags of bread at the supermarket and paid the Alipay code when you paid.

At this time, you can also say that a line sale, I use electronic payment.

I would further say that if you buy bread in the future, you will see bread in the supermarket. He is sure to be the Freshest Bread today. You buy a lot of things and do not want to pull so many things back home.

You use your mobile phone to sweep the code, the bread is bought, and the money is paid.

When you go home, after sweeping the yard, everything is home, including bread, vegetables and fruit.

At this time, you say you are physical sales or electronic sales?

It is possible to complete an electronic sale and complete an electronic payment in the physical world, including completing an electronic interaction.

Today, I see some shopping malls have been doing, in fact, many shopping malls in China already have the WIFI environment, and they can do a lot of interesting things.

In the physical shopping malls, we can see people's consumer dynamics. These people's trajectories can be described, and this is happening.

According to the current situation, the hot map of people can form a local hotspot map at all times. Under this hot map, people can conduct targeted marketing.

Moreover, combined with the data of some consumers like Alibaba, you can know these people's spending power, and their consumption preferences, you can make more accurate directional marketing and timely marketing pformation.

In this way, it's hard for you to say in the future that 90% of the retail sales will be pformed in the future. He may still be pformed in a physical space, but his