Ali Jingdong Layout Of The "New Retail" New Retail Development Trend Will Be What?

Double 11 this year.

Tmall flagship store is rapidly sold out, and consumers can pick up 24 hours quickly at more than 400 stores in UNIQLO, which not only facilitates consumers, but also brings online traffic to the next line, creating new sales opportunities for UNIQLO stores.

Similar cases in this year

The double 11 world carnival is everywhere.

The traditional conflict between offline stores and online providers is being replaced by the "new retail" mode that integrates online and offline.

The next outlet for the industry.

Offline enterprises go online, and online companies go to line.

In the era, the relationship between entity retailers and electric providers is mutual tolerance and mutual compensation.

In October 13, 2016, Ali Yun habitat conference, Alibaba group chairman of the board of directors, Ma Yun first mentioned the new retail: the era of pure electricity will soon be over, in the next ten years, twenty years, there is no e-commerce, the only new retail.

In 2016, Mr Ma first mentioned the new retail business.

Why does Ma Yun say "the era of pure electricity will soon be over"? What exactly is "new retail"?

What is new retail?

Based on the combination of big data, fans and technology, we integrate online and offline channels, cooperate with professional modern logistics enterprises, and innovate in business mode. Under the environment of consumption upgrading, new retail can provide consumers with better quality shopping experience.

The era of pure e-commerce is coming to an end?

Online sales growth continues to decline

Statistics: in the first three quarters of this year, China's online retail sales reached 3 trillion and 465 billion 100 million yuan, with a growth rate of 26.1%.

From 49.9% in 2014 to 36.2% in 2015 to 26.1% this year, the growth rate of online retail sales has been declining for three years.

In recent years, financial reports have also released that the turnover of Alibaba and Jingdong, the two major electricity giants in China, is slowing down.

Last year, the scale of China's online retail market exceeded 800 billion yuan, but the proportion of online retail sales accounted for only 4.3% of total retail sales of social consumer goods.

Morgan Stanley data show that American consumers spend about 20% of their total groceries, and only 2% of them spend online online spending.

Chen Lifen, deputy director of the circulation and Consumption Research Department of the Ministry of Commerce, said that the growth rate of online retail sales continued to decline, indicating that the survival of purely electric business enterprises is facing challenges.

Pure electric business enterprises are facing a "stumbling block"

The electricity supplier has been developing rapidly for many years, and now faces many problems.

First, there is always a quality problem in the process of rapid development.

A survey by McKinsey on "why netizens do not choose online shopping" showed that 56% netizens were worried about the quality of products, followed by "payment insecurity and inconvenient", and then "after-sales service" and "no trial of this product before purchase".

In addition, the cost of the electricity supplier is no less than the physical store: Express 12%, labor 11%, promotion cost 15%, after-sale 2%, financial cost 2%, water and electricity rent 2%, plus tax, if there is no gross margin above 0.5, the electricity supplier has no way to continue operation.

According to the iClick study, the new user cost of electricity providers in 2010 was about 20 yuan, and the new user cost in 2015 has exceeded 120 yuan. The acquisition cost of new users at mobile terminals is even more than 160 yuan.

Third, many people have seen the "ceiling" of the development of electricity providers from the change of data.

In the top ten electricity suppliers in the United States, only 9 of pure electric business enterprises and the other 9 have offline businesses.

While domestic electricity suppliers rely too much on price wars and neglect the improvement of user experience, they are not strong enough in supply chain integration, which are actually the driving force for overcoming the development of e-commerce.

Huang Zhilong, senior research fellow and director of the center for macroeconomic research, Suning Financial Research Institute, said that consumption of residents is undergoing pformation and upgrading. Most e-commerce enterprises can not meet the needs of residents' service consumption, high-end consumption, customized, personalized and experiential consumption.

This is another reason for the slowdown in the growth of online retail sales.

Physical retail industry highlights its advantages

We will find that this is an inherent advantage of the real retailing industry, as the result of the McKinsey survey on "why Internet users do not choose online shopping", and to see "product quality", "unsafe payment, inconvenient", "after sale service" and "unable to try the product before buying".

And in the real business, in addition to the paction itself, there is a face to face before sales and after-sales service, place space created by the feelings and the internal joy inspired by the cooperation with partners, which is difficult to provide.

Now, with the increase of income and the improvement of education level, people will spend more and more in the emotional aspect, and will become more and more complex when purchasing goods.

A good example is the sincere goods bookstore, which takes books as a stimulant of the style of the place, sells the book as a form of expression, sells the experience of a place, lets the people with similar internal values gather here, wandering, making friends, buying books, and the operation of the premises becomes very vigorous.

In terms of commercial retail, online is a place to buy things, while offline is a "place of life". The function provided by the electric provider is biased towards a single paction, while the offline creation is a multi-dimensional functional experience.

Although their "shopping" and "life experience" all contain consumption, their essential functions satisfy different points.

The former focuses on "objects", while the latter focuses on "things".

Online and offline tend to merge

Pure electric business enterprises must seek pformation and innovation if they want to move forward, otherwise they will be faced with the crisis of being eliminated.

How to do a good job of e-commerce has become a topic of concern for many electronic business platforms.

Electricity giants and other enterprises are actively merging into entities.

With the reduction of Internet traffic dividends, online operating costs are increasing, but the major retailers have strong brand advantages, commodity operation capabilities and many physical outlets. Online platforms often have abundant user traffic, and also need to upgrade user experience and enhance liquidity.

This is probably the background of a lot of big guys like Ma Yun and others advocating the integration of brands into entities.

In the first two weeks of this year's double 11, Ali and SKYWORTH announced a deep strategic cooperation to create a new retail sample for China's household appliance industry.

Prior to that, Ali announced a new round of restructuring of the electricity supplier business, Tmall and Juhuasuan formally merged.

Analysis of the industry, Ali's move is to Ma Yun previously proposed the concept of "new retail" specific implementation.

The merger of Juhuasuan and Tmall aims to make it easier for merchants to pform to digital retail and integrate Alibaba group's retail market.

Alibaba group CEO Zhang Yong revealed that this year's double 11 integration on the whole channel, Ali further went ahead - more than 100 outlets were opened online and offline, and nearly 10 stores were fully digitalized.

In addition to internal changes, Alibaba has also been active in building entity businesses.

In November 18th, the main business of Sanjiang listed as a listed entity was listed as a shopping announcement. Ali intends to spend more than 2 billion 100 million yuan on Sanjiang's shopping. After the completion of the paction, Ali's shareholding ratio in the company increased from 9.33% to 32%.

This is not the first time Ali has become a retail giant.

In March 2014, Ali became a single largest shareholder in Hongkong, and became the single largest shareholder in August 2015. In August 2015, Ali invested 28 billion 300 million yuan in strategic investment in Jiangsu Province, and became the second largest shareholder in Jiangsu Province. In March this year, Ali invested 150 million dollars in fresh chain "box Ma Xiansheng".

Jingdong has also laid out "new retail". In August 7, 2015, it invested 10% stake in Yonghui supermarket with 4 billion 300 million strategy.

Amazon, an online retailer, recently launched a physical retailer without queuing up.

Amazon's expansion plans are huge, and they will have more than 2000 grocery stores in the United States in the future.

As a forerunner, the famous Internet brand "Yin man" has opened over 300 stores through the early layout. It is expected that sales revenue will exceed 150 million yuan in 2016.

Fang Jianhua, chairman of Yin man, predicts that Internet brands will not have a future in the next 5 years.

The reason why companies choose to make their own efforts is to focus on the huge market space under the line.

Fang Aiqing, Vice Minister of Commerce, said that the advantages of online business are business flow, information flow and capital flow, while physical stores have advantages in logistics, service and experience.

If the two combine advantages, the advantage of the retailing industry will be very large, and the "Circulation Revolution" will happen.

Government encourages offline retail innovation

In fact, the trend of the retail industry's return to the offline industry has attracted the attention of the government. The government clearly encourages the offline retail to innovate from the policy level.

The general office of the State Council issued the opinions on promoting the pformation and pformation of physical retail.

On the occasion of "double 11" this year, the general office of the State Council issued the "opinions on promoting the pformation of physical retail innovation", making the first forward-looking guide for the entity retail pformation, emphasizing the encouragement of online and offline enterprises to achieve deep integration through strategic cooperation, cross shareholding, mergers and acquisitions, etc.

The development of online and offline integration can complement each other and is the future development direction of the retail industry.

Chen Lifen said that the relationship between the electricity supplier and the real business has gone through three stages: the first stage is to compete with each other, the two is the relationship between the two sides; the second stage is to cooperate with each other; the two is to complement each other; the third stage is that you have me, I have you, and the two are symbiotic and mutually prosperous relations.

At present, e-commerce and real business are moving towards the third stage.

So what is the development trend of new retail?

Zhou Yong, director of the Research Center for retail business research and professor of Shanghai Business School, admitted that there are two tasks for new retail: one is to return, to do something that should be done well and remain unchanged, such as goods, services, integrity, minimum respect for customers, and so on. On the other hand, it is innovation. In the context of technology, demand, cost and environment changes, it seeks innovation in pattern, investment, organization, commodity development, channel, operation technology, business design, service mode and communication.

E-commerce and offline entities business, from the original independence, conflict, to the mix, integration.

Through online and offline integration, to meet and guide the needs of consumers, to upgrade consumers, to make truly good products and services.

More relevant reports, please pay attention to the world clothing shoes and hats net.