Ma Predicted The "New Retail" To Become Reality.

The market is once again in front of the theory -- when some "experts" are still worried about physical stores.

The impact of the argument, smart entity stores have opened the line, began a gorgeous turn.

Through technological innovation to achieve online and offline integration, these entities are in a new business mode to predict Ma's "

"Become reality.

This double 11.

Tmall flagship store is sold out quickly, and consumers can pick up goods 24 hours in more than 400 stores of UNIQLO.

This mode not only facilitates consumers, but also brings online sales to new outlets for UNIQLO stores.

Similar cases are everywhere during the 2016 Tmall 11 World Carnival.

Under the background of consumption upgrading, double 11 ignited the "new retail" prelude, and all channels opened up to provide consumers with a better shopping experience.

"This year, double 11 will further advance on the integration of all channels: more than 100 outlets are opened online, and nearly 10 stores will be fully digitalized."

Alibaba group CEO Zhang Yong said.

Hangzhou Wulin Yintai, Tmall 11 double shop celebration.

The traditional conflict between offline stores and online e-commerce providers is being replaced by the huge energy brought by online and offline integration.

11 weeks ago, two weeks ago, SKYWORTH and Ali announced deep strategic cooperation to create new retail samples for China's household appliance industry.

According to the introduction, the traditional stores supply chain management, usually a monthly pressure goods, the number of goods may be as many as 1000 pieces, and once the turnover rate is low, there will be a high inventory risk; through Ali's full channel inventory sharing resources, as well as rookie logistics small batch of flexible replenishment, store inventory can be maintained at a reasonable level, even 1 pieces of goods, can also achieve rapid replenishment.

Double 11 1:01:25 in the morning, Mr. Du in Benxi, Liaoning, paid for SKYWORTH TV in Tmall. At 10:00 a.m., he received the goods and installed it.

Under the new mode of online and offline integration and win win, the packages of township users are also fully expected to serve on the same day.

The luxury that has always given people the impression of high cold is now being opened up online and offline.

Guerlain, the high-end beauty brand of LVMH, a famous luxury group, recruited 50 thousand young new members in a 1 hour Tmall live broadcast, more than 3600 sales of lip gloss, over 10 thousand total sales, 100% more than the daily average sales, and 5 urban counters selling live broadcast grew by more than 200%.

Such data convince Guerlain that sales on line are selling under the moving line.

Hangzhou Wulin Yintai, Tmall 11 double shop celebration.

In Hangzhou's Yintai, Beijing's Joy City and many other shopping centers, the girls who jump the square dance also turn off the music, pick up their phones and join the Tmall double 11 launched the "catch cat and cat" robbing red envelope activities.

"Many people think that the cold winter of China's retail industry has arrived, but we regard the Internet as a new opportunity for offline retailing."

Yintai CEO Daniel Chan said.

In November 6th, Tmall world's first full channel intelligent store was completed in the pilot project of CASIO at Yintai in77, Hangzhou lakeside.

On the electronic screen of this store, different consumers see different products.

Only 6 square meters of line shop display goods limited, corresponding to the line is unlimited merchandise.

Ali uses the big data online and offline, according to consumer habits and shopping appeals, instantly displays the most suitable products, thereby promoting sales performance and improving operational efficiency.

The online and offline carnival is not only a big brand.

In Chengdu, the two floor of the mall two phase of Kade Taurus, there is a collection shop with two square meters of business area and a flagship slow life buyer group. There are more than 40 small and medium-sized brands such as products, Su Xiang, Le Deng, Yi Shu and aka.

The effect of online drainage is obvious. The sales of these brands double 11 are nearly 3 times that of the 910 opening day.

It's not just UNIQLO, it's not just SKYWORTH.

When consumers shop in Tmall's flagship stores, they can realize the docking of goods by Ali's gate system, so as to achieve the nearest store distribution and deliver goods to the door two hours quickest.

In addition, through "data bank" to integrate online and offline members' information, we can also realize consumer operation based on big data and full channel.

On the day of double 11, the Xinhua News Agency issued the "opinions on promoting the pformation and pformation of entity retail" issued by the general office of the State Council.

"Today is the" double 11 ". Today, I will hold a policy briefing on the pformation of physical retail and pformation. I think it has special significance.

Vice Minister of Commerce Fang Aiqing said.

The proposal specifically proposed to promote online and offline integration, including encouraging e-commerce platform to conditionally open data resources to entity retailers, improving resource allocation efficiency and operational decision-making level.

In fact, many brands have already tried with ALI.

The innovation of physical stores to embrace reality and move towards the future has become one of the sources of vitality of the new double 11.

If we say that the basic form of double 11 in the past years is "electronic + business", no one cares about the form of double 11 this year. Why does the form of new retail business come true? The form of new retailing has begun to fall, that is, online, offline and logistics are closely linked. The enterprises below the line go to the online, online businesses go deep into the line, and combine modern logistics to create a ubiquitous commercial body.

And big data as the underlying services, for businesses and consumers to build highly personalized consumption scenarios.

This is a scene that will be mentioned repeatedly in Chinese business history, and once again verify what Mr Ma has said before. The term "e-business" will soon be eliminated. "The era of pure e-commerce will soon be over.

Starting next year, Alibaba will no longer mention e-commerce because it is just a ferry boat. "

Hangzhou Wulin Yintai, Tmall 11 double shop celebration.

This online and offline ubiquitous double 11, which brands have the whole channel to play?

Most innovative: UNIQLO -- big data spawned self promotion mode

In the various attempts of new retail, "online orders, offline delivery" has become the standard action of many brands.

This year, 11 of the total sales volume of the whole network has been launched by UNIQLO.

By choosing the way of "store self mentioning", it can store more than 400 stores online for 24 hours.

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The self mentioning mode of stores not only facilitates consumers, but also puts online traffic under the line, giving energy to stores.

Since November 14th, consumers have queued up for shopping and shopping at the gates of UNIQLO stores.

It is not so easy to achieve self promotion.

This mode requires extremely high inventory accuracy, order allocation and system coordination.

Once half of the data deviate, it will directly affect the consumer's shopping experience.

The successful attempt of UNIQLO was seen as an epoch-making innovation in the logistics chain.

The double 11, Tmall apparel brand participation in the entire channel reached 100, estimated that the delivery volume of stores will be broken 1 billion.

In order to solve the technical problems, Ali helps businesses to coordinate and complete the whole channel layout through Zhongtai, sub order and thousand cattle shop dispensers, carrying out online and offline business opening, including upgrading stores' self experience, upgrading the consumer experience under the line, scanning the yards and purchasing stores, and intelligent shopping guide.

Wisdom: Casio, Zhou Dasheng, GXG, Estee Lauder -- shopping under the black technology innovation line

During the double 11 period this year, the online and offline business will no longer happen only at the level of commodity circulation that consumers can not see, but also become a new shopping mode that can be seen and touches.

In November 6th, in the world's first Casio intelligent store opened in in77, Hangzhou, consumers can enjoy avant-garde somatosensory interaction, AR experience, on-site scanning and shopping cart, H5 sharing, and multiple payment functions.

Zhou Dasheng, a well-known jewellery brand, is also working with a mysterious technology company in China to develop an intelligent shopping guide called "Zhou Dasheng Smart Mirror". It can graft AR interactive technology to realize the online trial of virtual products on line, showing the effect of virtual goods.

It partly solved the pain points of offline users' drainage line, and realized the integration of online and offline pactions.

With the launch of Tmall's intelligent shopping guide, GXG has become the first brand to try smart shopping guide.

On the day of double 11, a touch electronic screen appeared in some GXG stores. Consumers bought their favorite clothes on the electronic screen and finally paid through Tmall.

This not only expands the display space of some stores, but also allows offline consumers to join in the carnival at the store and online. It also makes it possible to store the shop windows for 24 hours without closing.

Estee Lauder launched the innovation project "BA online", providing visual consultation services to online consumers by brand professional beauty consultants.

The "dressing table" gives the online consumers dynamic color make-up trial experience through virtual reality technology.

These online products are also being applied online and under the concept store. This is the first attempt at new beauty technology.

The most ardent: SK-II, La Mer, and Guerlain in France - so that young people can not resist.

In October 13th, P & G's high-end skin care brand SK-II officially opened the membership system under the online and offline business.

After the members get through, SK-II's Tmall flagship store and the offline members' data are seamlessly linked.

Whether consumers purchase SK-II products from any online Tmall flagship store or offline, they can get a unified membership score and a consistent membership interest.

In the Tmall high-end beauty brand matrix, SK-II is not a comprehensive precedent for membership system.

In December 2015, La Mer unveiled its membership system online and offline.

At least 30 brands of Tmall beauty have tried to get through the basic members, and more than 10 brands have been fully accessible to members, including La Mer, Guerlain, MakeUpForEver, Sisley, snowflake show and so on.

These brands began to get beautiful sales data.

In September 7th, LVMH's high-end beauty brand Guerlain launched Tmall live streaming.

During the 1 hours of live broadcast, more than 3600 lipsticks were sold, the total sales exceeded 10 thousand, exceeding the average daily sales of more than 100%, and the sales of 5 urban counters participating in live broadcast grew by more than 200%.

Among the participants, 50% of young people aged 18 to 25 years old were approaching 4 million.

Such data let Guerlain believe that online sales are taking the sales under the moving line.

The most unbounded: Yintai business -- the Internet is not an opponent, but an opportunity.

Aunt jumper is also involved in Tmall's double 11 "grab cat and cat" activities.

This year's double 11, in Hangzhou Wulin Yintai and West Yintai participate in "cat and cat" activities, the scattered crowd quickly gathered to the same place, and picked up the phone to catch "cat."

In addition to young people, mothers who even dance square dance also turn off music and join the cat catches.

It can be seen that the double eleven in 2016 happened not only on the Internet, but also on the streets, even in the traditional shopping centers.

"Many people think that the cold winter of China's retail industry has arrived, but we regard the Internet as a new opportunity for offline retailing."

Yintai CEO Daniel Chan said.

In June 2015, Yintai business integrated with Alibaba. Yintai entered the "Internet +" era in terms of thinking, mode and business form, and completed the retail form of Internet gene reorganization and pformation.

In November 6, 2016, Tmall world's first full channel intelligent store was completed in the pilot project at Yintai, Hangzhou.

Not only has the Internet been pformed into physical stores, but Yintai has also extended to the online brand.

On the same day when the intelligent store was completed, a nearly 500 square meter Amoy brand collection shop was officially unveiled at the Xiasha factory store in Hangzhou Yintai department store. All brands were automatically priced with Tmall, and it was called the first department store in the world.