Should The Retail System Be Overturned? Ali Takes The Brand Of Amoy Into The Line.

Previously,

Has been conducting offline layout, and has joined Yintai.

And many other offline retailers like WAL-MART have developed a series of products for offline shops, such as meow street, and have been pushing brands to get online and offline, but the results are not particularly good.

This group of Alibaba should use the "Pro son" brand that has not been valued for a long time.

I hope that the whole line will be leveraged by the power of Amoy brand.

It is understood that the Amoy brand needs to meet some conditions following the Ali group's entry into the offline store: first, online sales are over 50 million; second, the brand is determined to go.

Mode; third, the actual selling price is not less than 3 times the cost; fourth, the warehousing and logistics system is perfect; fifth, the online and offline products are the same price.

Alibaba group also exposed the brand name of the brand that will join the strategy, and will achieve three goals: 100 independent counters experience stores in first, first years; second, truly realize two legs walking, double line and the same price O2O mode, a more robust brand line; third, enhance the popularity and reputation of the brand, and get more sticky user resources and traffic.

It is noteworthy that Ali group mentioned "brand is determined to follow the O2O mode" under the condition that the entity stores need to meet the brand line.

Before the meeting, Ali group specially arranged to visit the rookie logistics system. Insiders speculate that Alibaba hopes to build a network of online stores under the rookie system plus the self built brand line.

"After the subscribers go through the online platform, the rookie system can help the nearby stores to distribute the goods to the user, so as to achieve rapid delivery and really get through the lines under the line."

The industry insiders said that Ali group would like to open up the price system, commodity system, logistics distribution system and marketing system under the online and offline mode so as to achieve full access.

Word of mouth is also an important resource for online marketing.

As long as offline merchants access Alipay, their user information and shopping information are all obtained by Ali group.

At the same time, businesses can use the word of mouth platform to launch a series of targeted marketing activities.

"Ali may also have an important idea, through the Amoy brand to enter the line, and to fully move the market under the line, so that the brand of the offline market has to enter the net of Ali group weaving."

A senior retailer pointed out that the brand under line led by Ali group will become a catfish in the offline retail market, which will have an impact on the offline retail structure.

According to industry sources, Ali xiaoxiaozi once mentioned that Ali should concentrate on harvesting at the business conference, and achieve the GMV growth target through the vigorous integration of the line.

Ma Yun put forward that in 2020, the electricity supplier had to reach 20% of its retail share.

A number of senior retail personages were consulted on the matter, and it was generally accepted that Ali was actually a pawn in the Amoy brand.

"Site selection, shops, shop design, props, staff recruitment, stocking, allocation of goods, training, passenger flow, and investment return period and patience."

An industry close to Ali enumerated the stage needed for the development of the brand line, saying it was not optimistic about its O2O. "This is more like meow Street's enhanced version."

Another person in charge of the platform said that the brand was actually kidnapped by Ali group.

He analyzed, eight years ago, Alibaba formed the first batch of Taobao mall structure with the Amoy brand, but in the process of development, the brand has gradually disappeared. "Today, with the last few points, several leveraging modes, test the water, and then attract a lot of traditional enterprises, the final result is no longer a brand name, Ali did not want to protect the brand under the Tao."

"For a long time, those brands that have grown up for Taobao are labeled as brand names. They are irresponsible.

They only have channels for Taobao, and Taobao is only one of their channels. For a long time, they are tagging the brand name, and Taobao is also losing Taobao.

The above said, Ali took advantage of double eleven in 2009 and 2010 to give a lot of opportunities for traditional enterprises to clean up inventory, resulting in the following three years of platform brands are emulating, seriously leading to market competition imbalance.

However, there are also people in the industry who believe that the brand is off the line and there is no question of Ali's coercion.

"It's more risky to fight alone."

The person said that the right to survival of the Amoy brand is controlled by itself rather than Ali.

Ali also can not give Amoy brands the so-called "protection", open competition is the kingly way, too many interventions will not necessarily be beneficial to them.

"Traditional brand online accumulation of so many years of brand influence, and who talk about fairness?"

"In the future, all channels of customer contact and cloud payment will surely be a trend.

The above said.