Alibaba'S Strategy After Entering Yintai Business

After the Alibaba entered Yintai business, the biggest change was to change Yintai's management direction and mode of thinking. On the one hand, it changed from heavy asset mode to light asset mode. On the other hand, the top level encouraged business innovation and had a strong entrepreneurial atmosphere.

This problem, which has universal phenomenon in China's commercial real estate industry, has changed greatly in Yintai.

In Ma's words, the existence value of enterprises is to solve social problems.

The bigger the social problems that enterprises can solve, the greater the value of enterprises.

Now let's see how Ali pforms traditional business.

If the offline retailers do not change, the slide will never stop.

I think it will be two or three years before they lose heart.

This decline year by year, 30-40% per year.

Many lines also believe that they are periodic losses and will be better next year.

How can it be without changing? "

There is no shortcut for real business to go to stock.

If we do not have the courage to face the electricity supplier, carry out comprehensive information and intelligence, and embrace the next generation Internet and big data infrastructure, we can hardly see the way out.

Yintai is from Hangzhou.

Enterprises in the most dynamic cities of the new economy are surrounded by innovative soil.

We see Yintai, that is, there is no K11, grass style spatial characteristics, and no focus on the format of experience in the field of sword.

The biggest value point that Yintai sees for the industry is its series of innovative initiatives in the commercial retail business area under its original commercial real estate space form, which provides a practical operational template for the real reversal of China's commercial real estate.

In May 2015, after the Alibaba adopted convertible bonds to enter Yintai, there were some very positive changes in Yintai's entity management.

In the 2015 year of the year, the performance of several retail companies listed in Hongkong was not ideal, of which Baisheng group's same store sales fell by 8%, while maiye international franchise sales declined 5.1%, while the new world department store fell 7.1%.

In contrast, the same store sales of Yintai business rose against the trend and recorded an annual growth of 0.5%, which is much better than that of -3.3% in 2014.

Although the overall performance of Yintai is not stable yet, we can see that a series of innovative initiatives after the entry of Ali into Yintai and the many positive changes made by the whole enterprise are still of great reference value to the industry.

The core of Yintai's pformation is to focus on the 80 and 90 leading middle-class society in China, focusing on their consumer behavior and making a comprehensive change.

On the whole, the biggest change of Alibaba after entering Yintai business is to change Yintai's management direction and mode of thinking. On the one hand, the heavy assets mode has gradually changed to

On the other hand, the top level encourages business innovation and has a strong entrepreneurial atmosphere.

This problem, which has universal phenomenon in China's commercial real estate industry, has changed greatly in Yintai.

In Ma's words, the existence value of enterprises is to solve social problems.

The bigger the social problems that enterprises can solve, the greater the value of enterprises.

Now let's see how Ali pforms traditional business.

In 2015, Yintai operated and managed 46 stores, including 29 department stores and 17 shopping centers, with a total construction area of 290 million square meters.

As a representative of Zhejiang businessmen's retail business, compared with the famous commercial groups in China, such as Huarun, Wanda, Yuecheng and Heng Long, the status of Yintai's body is definitely the first group of troops.

In the latest annual report of Yintai, there are four clear measures: digital, pan channel, platform and entertainment.

Specifically, Yintai introduced seven innovative projects: meow street, meow, meow, Western election, Italian election, cargo collection and Injunior, which made a very positive change in the fundamentals.

In addition, Ali has also promoted the substantive management of Yintai by supporting and changing the company's organizational management system through big data.

Through the comprehensive adjustment of Yintai's thinking, mode and business form, Ali has brought the company into the era of "new intime Internet +".

Under the modern developed commercial society system, the channel revolution is the most important essence of consumption change.

The rise of the Internet is the biggest substitute for traditional retail channels.

As the channel of traditional physical commodity circulation, department store business has become the most influential area.

We look at the world class retailers such as Messi stores in the US and MUJI products in Japan. We can see that the wave of the Internet revolution has already made a more in-depth layout in the whole channel.

Attention is the whole channel!

Since 2015, the strategic cooperation between Yintai and Alibaba has accelerated the implementation of Pan channel strategy.

Specifically, the company launched meow street.

A number of O2O application initiatives such as Xi, Yi, and meow.

At the same time, it combines the original Yintai online platform and Tmall Yintai online store.

Meow street is a shopping mall platform APP developed by Yintai and Ali. Its main business is to provide consumers with information about the surrounding shopping malls and their brand stores through cooperation with shopping malls, and provide one-stop shopping and drinking and navigation services.

Consumers can instantly view the surrounding preferential information, push commodity discount information, indoor navigation shop, payment, catering queuing, parking for cars, and share shopping experiences in real time.

Ali's meow street is in Yintai, like flying to Wanda.

After the rise of O2O, the most typical O2O connector that connects the Internet with the real business.

Since the launch of the platform, more than 60 large commercial areas have been developing cooperation with meow street, including Hangzhou Hang Lung Plaza, Yintai Wulin general store, Beijing Xidan square, Wuhan Jiangxia Zhong Bai square, etc.

Meow street for the company and Alibaba launched the shopping artifact, the company now holds a certain share of meow street.

Meow street can be based on the current location of users, collect the discount discounts and new product information of the surrounding shopping malls and their brand stores, provide a one-stop service of eating, drinking and playing.

Meow street App live data is the highest in the industry.

The company will continue to improve the product experience of meow Street Based on App daily data analysis, and this year it is expected to reach a total of 100-200 shopping malls.

Take Yintai Wulin store as an example. At present, more than 800 businesses have registered at meow street, accounting for 90%.

Meow street is more useful for shopping centers with larger business areas, and customers need for indoor navigation.

Meow street team will go to the Wulin store for promotion.

Meow cargo is the business section of Yintai net, which mainly deals in the special products of Yintai department store.

According to the analysis of Ju Tong analysis, since the launch, the number of orders for meow goods has increased to 250 million from 12 in 2015 and 250 million in March. The amount of orders has increased from 20 thousand yuan to 34 million yuan, and the growth momentum is increasing rapidly.