Tmall Supermarket Sales Surge In Beijing, Mobile Phone Supermarket Or Future Mainstream

After Alibaba's 1 billion yuan cash subsidy to consumers in the Beijing region, data show that the turnover of Tmall supermarkets increased by 740% over the same period last year, and consumers began to choose to use their mobile phones to visit supermarkets. The phenomenon may be related to Beijing's continuous high temperature barbecue mode. But in fact, Tmall supermarket's shooting in Beijing is a thick accumulation process.

Tmall supermarket, as an online supermarket developed by Alibaba group, is totally different from Tmall's traditional single mode single store strategy.

At the commodity level, Tmall supermarket is the main Department of life department stores, which provides consumers with leisure snacks, grain and oil rice noodles, imported food and home cleaning.

Products such as maternity and baby products, and the advantage of Tmall's deep cooperation with the global supply chain and brand, directly provide products for the brand side, and pledge the genuine product protection.

At the service level, Tmall supermarket has its own logistics system. It not only delivers goods such as rice, grain and oil, but also provides in-depth services such as delivery and distribution at night.

On the Tmall supermarket page, the "Beijing exclusive" promotion campaign has been launched. Every day three hours of 9, 12, 20, Beijing users can rush to receive 50 yuan to enjoy the red envelope.

In addition, with the soaring volume of orders in Tmall supermarket, the service launched by the rookie network has expanded the dedicated distribution site by two times, and has increased the daily delivery frequency. In the near future, a Tmall supermarket "giant" warehouse is being launched around Beijing.

With the help of powerful rookie network, the users of Tmall supermarket in Beijing will place orders before 11 a.m., and they can receive the goods on the same day. They can choose the delivery time and send them to 22 at the latest.

This has an incomparable advantage over the entire Alibaba trading platform and even the entire Chinese electricity business community.

On this basis, Tmall supermarket's "high temperature subsidy" has become a catalyst, making Beijing consumers react to the convenience of life department store shopping, and Tmall supermarket's huge advantages in two aspects of goods and logistics services, resulting in a huge increase of 740%.

According to statistics from Tmall, nearly 9 of consumers in the online shopping feast have chosen to use mobile phones to "supermarket".

This indicates that the user shopping routes in the first tier cities have obviously been over the traditional line.

Migration, and with the development of e-commerce and sales promotion activities, gradually become a shopping habit and precipitation.

This is even more evident in the business of high repetition rate and sticky business.

Data show that in the Beijing area, 80's become the backbone of Tmall supermarket shopping, and in the universities gathered in Haidian District, a large number of 90 after the influx of palm supermarket.

The convenience and benefits of Tmall supermarket have gradually penetrated into the life of the new generation and become a new trend of shopping.

The formation of this trend is inextricably linked to the overall strategy of Alibaba's retailer's super business.

Over the past few years, Alibaba group has set up Yintai and other large offline businesses, and has continued to test the water O2O, opening links to logistics, payment and other links, and layout various consumer scenarios of urban life.

Today, the strategy of integrating retail formats has begun to show results.

With the massive march of Tmall supermarket, the online and offline business format will usher in a comprehensive reshuffle.

Offline business super business is experiencing a natural decline in recent years.

According to statistics from the China National Business Information Center, the net profit of supermarket industry dropped by 5.87% in 2014 compared to that of store rents and labor costs.

In the first half of this year, department stores closed 25 stores, up from 23 last year.

In the view of the industry, the number of offline stores is increasing, which indicates the tradition.

The pace of pformation is accelerating.

With the continuous satisfaction of e-commerce, the online supermarket has become a new shopping scene for mainstream shoppers, such as white-collar workers and college students. Under the effective stimulation of the operation strategy of the e-commerce platform, the scale of the online shopping will be blowout.