Tmall Wants To Enter The Northern Market To Fight Close To The Jingdong?

It is rumoured that Tmall's relocation is scheduled to start in June this year, divided into phases and stages.

In recent years, Tmall supermarket, the most frequent action in Beijing, has been relocated to Beijing headquarters in the national advertising industry park since the beginning of July.

Following the low-key "migration" of Alipay in April of this year, the registration address changed from Hangzhou, Zhejiang to Shanghai Pudong New Area. Rumors about Ali's move to the capital continued to ferment.

On the evening of September 23rd, a message that Tmall headquarters would move to Beijing before "double 11" was spread in the circle of friends, which attracted suspicion from all sides.

That night, when the reporter asked about Alibaba stakeholders, he did not get a reply from the other side.

However, yesterday morning, Tmall official micro-blog and the first edition of the Beijing News and JINGWAH Times published Tmall's full page advertisements.

Although the advertisement does not disclose much information, the word "serving the people of Beijing" is very imaginative.

At 9:30 yesterday morning, the Alibaba announced that it would launch the "Hangzhou + Beijing" dual center strategy. The group will expand its service to the northern consumers by taking Beijing as a new center.

Tmall official responded almost to the news with a side echo.

Alibaba wants to build a new center in Beijing

In the statement of unifying the outside world,

Beijing is the center of politics, economy, culture and talent. About 1/3 of Alibaba's important businesses are already in Beijing.

In order to better develop in the future, Alibaba will launch the strategy of "Hangzhou + Beijing" dual center, so as to better serve the consumers in the north and even in China.

It is reported that nearly 1/3 of Ali employees are in Beijing.

In Ali's business, UC browser, Gao De, Ali pictures, Ali health headquarters are located in Beijing, and even Ali's participation in the investment of Youku, Sina micro-blog and other company headquarters are also in Beijing.

Ali online and offline cooperation partners Suning and Yintai business have also been working in Beijing for many years.

Ali pointed out that in the future, Beijing will focus on deploying high-quality resources of the global ecosystem, with no limit to invest in the northern market.

These include Tmall online services, rookie logistics services, Suning, Yintai partners and other online and offline integration, as well as abundant manpower and material resources.

Taking Beijing as the core, it will radiate the entire northern market, provide a digital economic platform for millions of businesses, and provide high-quality services to more than 400 million consumers in northern China.

It is understood that Tmall has worked with Procter & Gamble, Unilever and other global brands such as Xiaomi, Xiaomi, Haier, the United States and other digital home appliances brands, as well as more than 150 clothing brands to establish an integrated supply chain for the northern market, and go north to Beijing to serve the consumers.

At the same time, the rookie network has cooperated with logistics partners, dispatching 800 thousand employees, 400 thousand pport vehicles in the northern region, and realizing the special train train and chartered aircraft direct delivery, forming the strongest logistics force in the north. At the same time, there are 900 warehouses and 15 thousand rookie stations, and the logistics network can be covered to every county in northern China.

In such a big way to the northern market "March", this move also let the industry for Ali "double center" the word doubted.

Many industry insiders speculate: "based on Beijing's political, economic, cultural and personnel center and the global deployment of Ali, it is likely that Beijing will become a Alibaba stronghold in the near future."

However, reporters on the official Alibaba news, "Beijing as a new center" said, asked Ali related people, "the new center is the new North Center or the new National Center", Ali did not give a clear answer to this.

Tmall signs ahead in the northern market.

It is rumoured that Tmall's relocation is scheduled to start in June this year, divided into phases and stages.

In recent years, Tmall supermarket, the most frequent action in Beijing, has been relocated to Beijing headquarters in the national advertising industry park since the beginning of July.

However, it is reported that the office space of the national advertising industry park is only used in the pitional period. After the relocation of Tmall to Beijing, the office space will be further compressed. Alibaba has bought a new building in Wangjing as a new office area in the future, and will be put into use in June next year.

Regardless of the authenticity of the above information, in fact, Tmall has also shown signs of development in Beijing.

In July 23rd, Alibaba group announced that it would fully enter the business super field, and push its Tmall supermarkets across the country in stages. The first station was to select Beijing.

To this end, the Alibaba upgraded its services to the consumers in the Beijing area for the first time by 1 billion yuan.

In the early September, the Tmall supermarket launched a "1 cent cash package" to more than 50 colleges and universities in Beijing.

Closely followed by Tmall supermarket "1 cents to send 1 million goods to Beijing" activities to carry out a wide range of promotion, and upgrade the rookie network distribution service system, the Beijing area of service delivery sites expanded 3 times.

Not long after, Tmall electric city also needs to exert its strength.

There are indications that Tmall supermarket has implemented the relocation plan in Beijing, invested manpower, financial resources and material resources, and leveraged the resources of Ali group.

A businessman close to Tmall supermarket said, "the Tmall supermarket, which had been dealing with before, did move to Beijing office, and revealed what it meant to stay in Beijing."

In addition, as early as April this year, Ma Yun said to the staff of Beijing in Beijing at the staff meeting in Beijing, we should consider Beijing as the second home court outside Hangzhou, and said, "Ali is not the best company in Beijing, but I hope you can make Beijing proud of its participation in the development of all public interests in Beijing, participating in the economic construction of Beijing, participating in the tax revenue of Beijing, and participating in the creation of employment."

However, the reporter referred to whether Tmall headquarters will move to Beijing in the future whether the news is real-time or not, and the response of Alibaba is equivocal. "Beijing is Tmall's important market and customer base.

It is natural for them to provide more, better, faster and more efficient services.

Headquarters in Beijing, Tmall's better service will be there.

We are really preparing for the huge discount activities to make consumers better.

Service and environment.

Joint sunning "National Day promotion", Jingdong as a formidable enemy?

Ali announced this "double center" strategy, marking the full development of Alibaba in the North China market.

In August, Ali and Suning "flash marriage", when the two sides' cooperation, the outside interpretation of the integration of online and offline, and the "double center" strategy launched, many people in the industry said Ali's new layout gradually emerged.

This time, Suning and Tmall electric city jointly work together to carry out the "National Day promotion": from September 25th to October 9th, users in Beijing have the opportunity to participate in receiving 100 yuan of consumer red packets, the total amount of red envelopes will exceed 1 billion yuan.

They are also a "killer", about 8 billion 700 million yuan of funds will be used for Suning's logistics platform construction.

It is said that the rookie network logistics and Suning logistics have all got through and passed the stress test.

Although in the hands of Suning, against the impact of Jingdong, Ma and sunning boss Zhang Near East said that the starting point of the two sides' cooperation is not for competition.

"Competition is neither a starting point nor a final destination for our cooperation."

However, this time the two sides joined hands to push forward, and chose the 3C field and Jingdong to face up positively, presumably trying to reconstruct the retail structure of 3C.

In addition, the first quarter B2C market share data show that Tmall's market share accounted for 58.6%, Jingdong accounted for more than 20%, the remaining B2C enterprises vip.com, suning.com, Gome online year-on-year growth rate is higher than the overall growth rate of the B2C market.

Analysts believe that, after Tmall's overall pressure, will the reshuffle of the North centered market structure with Beijing as the center will be impacted by the Jingdong that has been rooted in Beijing for many years?