Following The Amazon Go'S "Black Technology", Ali'S New Retail Outlet Also Started To "Play The Role".

In fact, more than Amazon Go still stays in the concept propaganda video stage of 1 minutes and 49 seconds. The Alibaba landed a new retail outlet in Chengdu three months ago.

On the face of it, Ali's new retail outlet doesn't have Amazon Go cool.

But the three month trial operation also has some real effect improvement.

Zhang Kuo, general manager of the business division, said that the prime store is the first pilot store under the new retail pformation of Ali, which is still in the trial operation stage, and more new retail functions are being developed.

The future will see different results every day. The pformation of the new retail line to the offline shopping scene also includes making the offline store a "showcase" with online interaction.

Although Amazon's "no supermarket" needs to be tested by time, everyone who sees the video is shocked.

In fact, more than Amazon Go still stays in the concept propaganda video stage of 1 minutes and 49 seconds. The Alibaba landed a new retail outlet in Chengdu three months ago.

On the face of it, Ali's new retail outlet doesn't have Amazon Go cool.

But the three month trial operation also has some real effect improvement.

Data show that the first line of the new retail platform pformation of the new store has increased by 5 times compared with that of last year, and the sales performance of the shop has increased by about 3 times.

The efficiency increased by 3.5 times.

The joint rate has increased from 1.3 to 3.8 now.

Amazon Go and Ali's new retail outlets can be regarded as a resonance between the US and China's electricity giants to "new retail".

The two big business tycoons explore new retail concepts, although they are different in their ways, but they belong to the same way of innovation. Amazon pays more attention to "black technology" to bring changes to the existing business scenarios. Ali hopes to connect people to people through changing business scenarios.

Therefore, after marveling at Amazon Go's "black technology", we will share the experience of visiting new retail stores in Ali in November 28th. How can Ali pform the first offline retail store, Chengdu Kade Jinniu store.

Of course, the whole channel of Amoy brand to the offline, online and offline integration is just the tip of the iceberg of Ali's "new retail" plan.

Ali's modified shop is a clothing and clothing store? In fact, it is not. Because of its 1500 square meter area, the span of commodity category is amazing at first glance.

VR storm glasses, basic life tea set, superior scale, Ya dream beauty instrument, Luo Ji thinking books......

These products that appear to be out of store with clothing stores are all assembled in the shop and are easy to purchase. All categories can be selected and displayed on a composite basis. For example, the bath is combined with aromatherapy; the strong forest theme is the female audience clothing store, with some men's clothing on the tree brand; aromatherapy, essential oils, beauty care, home furnishing, food, coffee, tea and other large areas appear in a clothing store, and even book bar and coffee bar, and the cross border mashup of these categories contributes to the relative sales of the boutique stores: the sales of living areas can account for 28-30%.

Tea accounts for 20% of the monthly sales of non-standard products.

Household category accounts for 15% of the sales volume of non-standard category.

Alibaba new retail project team first based on Ali's big data, including the consumption ranking of Amoy brands, and related sales, carried out the acquisition and consumption bias of the shopping center's 5 kilometers of user data sources, the portraits of consumption attributes and needs sorting, so as to determine the product structure, price band and shop selection products of the prime store.

Let me give you a few examples:

1, using big data to help analyze the most popular brands and styles in the northern part of Chengdu where the prime stores are located, so that large quantities of commodities can be accurately screened according to the needs of stores, so as to reduce the risk of store inventory and raise the turnover rate of capital.

2, in the overall renovation design of the shop renovation, when planning the area, Ali found the preference of the surrounding people of the element type, one is tea, the other is home.

As a result, the vegetable produces two pieces of area for sale of tea and household products.

3, it looks like a clothing store for female audiences. But considering the shopping needs of men shopping, it matches a certain proportion of men's clothing and tonal matching.

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After the image of consumption bias and consumption attributes came into being, the prime customer group was accurate to the 25-35 year old female consumer.

Stores from decoration style to store display mode to commodity mix way to sell goods, so around this positioning service - selection, constantly using data screening, matching the appropriate core customer group of brand business.

The example is: the brand of the Amoy brand has been reduced from 59 to 41 at the beginning of the business.

These Amoy brands are selected from the brand pool of the 117 brands of O2O launched by Ali.

According to the consumption preference of big data, the category of store is mixed and combined, editing. From the original clothing, shoes and accessories, clothing accounted for 28%, shoes, bags, accessories accounted for 50%, washing, beauty, home, tea and leisure accounted for 22% of the true meaning of life collection shop.

Prior to this, although the positioning of the former life hall was also a collection store, it was mainly composed of clothing, shoes and hats. There were also teahouses and ornaments in the store. But the whole feeling was that the latter appeared more like the "decoration" hardware of the shop, rather than the effective category that could generate income and improve the associated rate now.

For example, the sales outlets of Shanghai Jahwa products are set up in prime stores.

The introduction of Shanghai Jahwa is based on Ali big data analysis, found that the brand of Shanghai Jahwa is very consistent with the group of customers.

Shanghai's Jahwa Herborist has a line store under the Cade shopping center itself. As a result, two comparative data have found that the monthly sales of Shanghai Jahwa products sales area related to the prime stores are also slightly higher than those of the exclusive stores under the line.

Data on commodity display, category combination and editing store effect is also reflected in the joint rate.

Tao Wu, director of the business department of Alibaba, said that under the traditional traditional stores, the combined rate reached 2, which is a very good performance of the store.

This is 3.8 in August, and 4 in September to October.

Tao Wu said, at present, the store data analysis is only based on the LBS geographic location and the first stage of Ali big data application. Ali will also carry out consumer records after the members arrive at the store, including the analysis of the store's behavior to browse the product trajectory, based on the member's access, and when the customer completes the payment, the data is precipitated.

The data can be operated at a certain time after the data is precipitated, including the recent re purchase rate and purchase situation of the members. It can be used to make marketing recommendations more accurate than traditional stores based on online analysis.

The second value mining that Ali new retailing is now trying to do is B2B, pforming the supply chain below the line.

Online and offline "the same stock" of the "commodity pass" first difficult online shop a lot of goods do not control.

As a result, the whole channel of Ali's new retail business also tries to solve the "commodity link" from the source of supply chain.

Ali's new retail platform has set up an online B2B supply chain platform to enable online businesses, online pactions and online suppliers to get online and online, so that information will remain on the platform.

Retailers supply data based on retailers' data.

Through data selection and online supply, the supply chain of physical shops can be significantly shortened.

An example of Zhang Kuoju, general manager of Ali business department, is that the clothing industry under the line usually needs 9 months ahead of time ordering.

A store like a prime store can only order 1 months ahead of time.

In the past, the supply chain cycle is long, because it is difficult for merchants to predict and control the market trend in real time.

The introduction of data analysis can, to a certain extent, guide the business led by full artificial experience, accelerate the development of new products, achieve the "quantity and quantity less" order, and effectively reduce the risk of inventory.

After the purchase of B2B by Ali's new retail platform, Amoy brand goods are affixed with a two-dimensional code when each product is put into storage. The information and price information of the Amoy brand are synchronized with the store through the platform, and the information will also be synchronized with the online shopping store in the prime store.

Amazon's new retail store is an innovative exploration of the three major scenes of consumer entry, shopping and cash return. It realizes the cash free shopping process under the line, without queuing up for manual cash collection. The price information of online and offline products is open and synchronized, and members also realize the closed loop under the online and offline. The ultimate goal is to make consumers feel convenient and greatly release the desire of consumers to buy.

Ali's new retail is through technology and tools under the energy line retail outlets, from the store selection products, associated sales, retention of precipitation data, provide online member services and other full scene data support, connecting people and people, people and commodities, pformation of order scenes, trading scenarios to facilitate the purchase of shopping.

Online and offline real time with the same price.

All goods have a two-dimensional code label, sweep the commodity label two-dimensional code, there will be a real-time online sale price, customers can directly pay at the front desk, or directly on the phone to pay the bill online, the goods can choose the store to pick up or choose to express home.

In this way, the shop will not be closed for 24 hours.

The solution is not only a single link, but also includes the location data provided by GAD, the delivery of commodity logistics information by the rookie, the Alipay payment scheme, and the full commercial link scenarios such as Tmall, Taobao's selection, commodity correlation, and member service.

It can be seen that the new retail idea of Ali is to provide the order through the selection of products - supply chain reaction - capital turnover - with technical tools to improve the flow of goods under the whole line, and at the same time provide convenience for consumers.

Including service tools, Ali new retail solution is to use a POS integrated cash register system and ERP system, to solve all the invoicing, refund, printing small ticket and other work, improve human efficiency.

Ali

It also began to identify and capture consumer behavior.

For example, a project on the upcoming Royal restaurant is to capture the heat and residence time of consumers in each area of the store, to keep the time of attention and the frequency of trying on the items in the store, so as to adjust the planning of the store's goods, the selection of products and the way of display.

For example, by catching the sales rate of stores, through the main sales area and sub sales area of the store, we can store the goods over the season, and the relatively low sales of goods in a certain area for centralized display, discount, promotion, or processing.

Improve the commodity sales rate.

Han Cao, director of the new retail project of Ali business division, said that the traditional marketing strategy of offline stores is nothing but discount, gifts, etc. after the cooperation with the new retail platform, the designer designed an online live broadcast function, opened a "offline show" under the offline experience, and has been experimenting with many brand manufacturers' interactive live activities.

3 months later, Ali will integrate resources, such as the 1000 live broadcast will be introduced as the first batch of live platform.

At that time, many Amoy brands will release the new products to the showcase under the line, and the consumer experience of the whole store will form a display platform after the purchase is finished, and the store will become a new experiential place for interactive marketing online and offline interaction.

In the "double 11" replay meeting, Alibaba group CEO Zhang Yong explained "new retail" when it mentioned that new retail is not only the whole channel of online and offline integration. At the moment, it should include at least the whole channel, Internet red economy, entertainment marketing, global marketing and other new generation marketing mode and user interaction behavior; artificial intelligence, AR, VR and other new technologies in the future drive business; business data; reverse influence supply chain, realize C2B and other forms of expression.

And the introduction of live broadcast and show show can also change the service scene of store shopping guide, so that the latter is no longer limited to the sales and service work of physical stores, such as doing business customer service at leisure time, and doing physical store sales service at busy time to improve people's effectiveness.

Summary: in general, Ali's new retail test on the prime store is looking for a solution to the whole business scenario.

At present, the main method is to rely on big data, based on the location of customer LBS, the location of the store, the matching of the selected products, and the related sales. Finally, the Lenovo, experiential scene display and convenient member services will arouse consumers' strong desire to buy.

If this exploration is successful, it will be a change in the line of consumption and the scene of consumption.

For more information, please pay attention to the world clothing shoes and hats net report.