What Are The New Retail Energies Released By Tmall 618?

618 is to test Tmall new retail test field.

During the Tmall 618, it attracted 180 thousand famous people in the world.

Among them, more than 100 million consumers are attracted by Tmall 618 every day.

The integration of online and offline has reached unprecedented speed and depth, creating a brand new shopping experience for consumers.

Different from any previous retail pformation, new retail will integrate the data and business logic, and truly realize consumption mode reverse traction production pformation.

Tmall 618 has brought new retail sales into reality.

Data show that during the period of Tmall 618, the total channel turnover was 4 times over the same period last year. The number of pactions in the whole channel was 3 times that of the same period last year, and more than 100 outlets were opened up under the online and offline businesses, of which the penetration rate of the American family (home decoration) was as high as 37.1%.

Behind the Tmall 618 is the subversion of the three core elements of traditional retailing and electricity supplier "people, goods and markets".

New retail should be driven by man.

In the Chinese market, Tmall is leading a new round of consumer upgrades.

In May 23rd, Tmall announced that its brand slogan was upgraded to "ideal life".

This reflects the evolution of Tmall as an industry leader, from satisfying consumer demand to defining future consumption, and also from traditional retail to

The leap of the times.

The traditional retail mode is driven by goods, while Tmall is driven by man. This is a completely original mode of new retail.

The traditional retail mode has a wall between the brand and the consumer, while Tmall takes the consumer as the core, allowing the brand and consumers to have a direct dialogue.

In the new retail market, consumers can achieve clearer portraits of consumers by digitalization and mesh interconnection, including their sex, age, income and characteristics. They can carry out portraits until they finish holographic and clear portraits.

The data show that China will have 200 million middle class consumers in the future. They have put forward higher requirements for shopping experience and service experience such as goods, services, travel and so on. This is a typical development path from the emerging market economy to the developed and mature market economy.

Take the luxury RIMOWA in the travel bag industry as an example, China market director Yu Yu admitted that RIMOWA is the potential consumers on Tmall.

Among RIMOWA fans, the 25 to 40 age group is an important customer group of RIMOWA. They are more inclined to online life, especially accustomed to online cognitive products and products. They are also one of the most active users on Tmall platform.

RIMOWA Tmall flagship store has always followed the principle of "the same price, the same payment and the same service". The online sale of goods can get the same service under the line, 5 years of free warranty service, and in any country in the world, as long as there are problems with the boxes, it can be maintained in the local countries.

During the period of Tmall 618, the total sales volume of RIMOWA was 3 times more than that of last year, and the passenger price exceeded 7 thousand yuan. In June 6th, RIMOWA grew by more than 5000% over the same period last year.

Luxury goods can also be sold online.

It can be seen that with the upgrading of consumption, luxury goods can also be sold online.

In fact, the consumption concept of Tmall consumers is changing.

In from June 18th to 20th, Tmall launched a new internet purchase service. Through financial leasing, "10% down payment", "first get on the train and then buy tickets" and new retail business, more than 30 thousand or more vehicles were paid for down payment or full payment.

Data show that during the Tmall 618, a total of 4 million 330 thousand users entered the BYD automobile flagship store to see the car, which contributed to more than 50 thousand orders.

"Young people are more willing to buy the best products within the budget."

Yu Wei, the head of Tmall motor, said, "Tmall drives a new car" provides a more flexible and convenient way to buy cars, so that the threshold for buying cars is lower.

At present, nearly 500 automobile 4S shops including BYD and GAC Honda are connected with Tmall online and offline.

When Tmall chooses cars, it can choose to experience the experience near the car shop, and consumers can also enjoy Tmall's interests when they pay their cars online.

With the promotion of Tmall's new retail project, the largest consumer car with the longest consumer decision-making period has also ushered in a brand new development period.

A report from a Boston consultation pointed out that the rising consumption of the middle class, the new generation of young people, and the popularity of online and offline channels will promote consumption to change from "quantity" to "quality", and many new trends related to consumption will also be born.

Consumers' demands have changed from simple "goods + services" to "goods + services + content". Consumers are concerned not only with commodity price performance, function, durability, retail service and other indicators, but more concerned with the personalized professional function of goods, and the social experience, value identity and participation behind the products, and even in service, different scenes based on new retail discount, personalized service and seamless integration will bring new experience to consumers.

Tmall executives said that Tmall 618 didn't care how much they sold, but regarded it as an experimental field for Tmall's new retail business. We paid more attention to how much interest the consumers had gained, and whether the brand business reshaped the relationship with consumers.

Full channel and multi scene

The first step in the new retail business is to fully open online and offline data.

To enhance user experience for the purpose of achieving a full channel of commodity, service and membership services.

According to the world clothing shoes and hats net, so far, more than 100 outlets have been opened up online and offline, of which 10 stores are fully electronic.

Traditional stores are developing towards digitalization and intellectualization, replacing old shelves, extending shop space and time, constructing rich consumption scenarios, and creating new shopping experiences for consumers.

Once the data is opened, every consumer will be identified, touchable, accessible and serviceable, both online and offline, which will lead to "chemical reaction".

This year, Tmall 618, Chinese women's wear brand Eve Li Dan brand broke through last year's three day performance in 40 minutes, and finally finished 31 million 660 thousand, ranking fifth in the whole network.

Selling numbers and store rankings is actually the most direct embodiment of Eve's "new retail" practice on Tmall platform.

In 2016, Eve Li began to try new retail outlets under the line and line, to achieve all channels of commodity access, stock through, store delivery.

According to the world clothing and shoe net, last year, double 11 and Eve shopping mall accounted for 40% of the total sales of double 11. All these goods were shipped through the system matching stores near the store to complete the maximization of logistics efficiency.

And in this year, Tmall 618, Eve Li is the first to become the 100 brand of the same celebration, this year 618 Eve, a total of 500 stores to participate in O2O delivery.

The new retailing method is further upgraded.

In June 10th, Eve shop officially launched the "carry on shopping bag". Consumers could only solve the problem of shop breaking codes and lack of color buying clothes by simply opening Taobao mobile to sweep the store's tag.

It is understood that within 5 days, more than 10000 users successfully scan the code, resulting in trading behavior.

Eve's "happy party" Scene

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In addition to Eve, other clothing brands also launch "carry shopping bags" activities.

Moreover, when consumers buy clothes online, they can scan the two-dimensional code of goods, carry out real-time price comparisons, understand online sales and consumer reviews, so that they can make decisions and buy red envelopes.

At the same time, Picacho shop under the FION line stores will organize the One Piece activity under the 361 degree offline store, which will be combined with "carry on shopping bags" to provide consumers with more flexible and convenient consumption experience.

In addition, it also launched Zhou Dasheng smart try, RFID smart test fitting, CASIO intelligent test table and other activities to truly integrate online and offline.

As a pioneer of the whole channel trial, home decoration industry, the penetration of all channels has reached 37.1%.

Take Sophia as an example. On the day of Tmall 618, the turnover of Sophia stores reached 122 million.

Before Tmall 618, Sophia and Tmall joined the exhibition in Xidan, Beijing.

"New retail formats are all channels."

In the view of Wang Biao, vice president of Sophia, "online and offline service consumers together support consumers to make purchase decisions, from product introduction, order purchase and after-sales service to be completed jointly by online and offline businesses."

At the same time, the home decoration industry has launched a series of services such as privilege deposit, expansion, 3D shops, store booking, store coupons and so on, especially the function of 3D stores. It has been made into 3DVR scenes through real stores and live samples, so that consumers can not shop in stores.

Consumers choose to buy goods at the Tmall flagship store and pay the deposit. They can choose to go to the nearest stores to enjoy the same quality and same price and the same delivery service.

Smart store: opening the door of future brand

In November 6, 2016, Tmall's first full channel intelligent store in the world was formally completed in the CASIO pilot project at Yintai in77 in Hangzhou lakeside.

Through the online and offline supply chain, a new shopping experience scene was created.

On the electronic screen of this all channel intelligent store, different consumers enter, and the products displayed on the big screen are also different.

The only 6 square meter shop shows limited merchandise, which is infinite in line.

This is because Ali uses the big data from online and offline analysis, according to these consumer habits and shopping appeals, instantly shows the most suitable products, promotes sales performance and improves operational efficiency.

The biggest advantage of traditional physical stores is user experience. When the boundaries between online stores and offline stores are blurred, you can easily interact with AR technology and products, and the whole consumption pattern will change dramatically.

This is an important part of the new retail attempt, the smart store.

During this year's Tmall 618, Tmall opened a new retail experience hall in Hangzhou Kerry Center and Yintai City West. It showed a series of technology driven new retail experiences such as AR eye scan, virtual dressing mirror, virtual fitting room, cross screen interaction, etc., so that people could experience the new retail coming soon in the next 5-10 years.

In fact, as early as 2015, Ali achieved 180 thousand stores online and offline. After a year, this figure increased by 5 times, more than 100, involving Suning, Yintai, TCL, UNIQLO, Sofia, GAP, Bestseller, B&Q and other thousands of domestic and foreign businesses.

Among them, nearly 10 stores have fully realized the electronic store, through the thousand cattle "shopkeeper" to realize the digital purchase of the shop guide, and turn into "smart store".

Women's clothing brand Eve Li has opened 8 pilot "smart stores" on the one hand, with cameras in its stores, and Internet of things sensors on its goods. On the other hand, it has used Tmall's open consumer data to portray users, looking for rules to catch popular points.

All response data of customers to styles can be collected and recorded, and then used to guide merchandise planning.

Through the cooperation of data, Eve Li Tmall flagship store has actually achieved no spot status.

Another brand of women's clothing brand was also launched at the beginning of brand store design. It began to deploy passenger flow statistics system, cloud and video inspection shop system, RFID tag sensing system and 3D projection system. It realized a series of data collection and analysis functions such as passenger flow statistics, remote shop inspection, inventory loss prevention, touch fitting detection and so on, providing timely data acquisition and decision analysis for buyers.

Moreover, with the support of the all channel hub equipment, the "fitting mirror" (Smart Shopping Guide), customers can easily pass the RFID Unicom entity stores and Tmall stores.

Customers can view the information of Tmall store's evaluation and stock of the same product in real time through the magic mirror, and complete the order payment by scanning the two-dimensional code. At the same time, they can choose the physical store to pick up the goods on the spot or the Tmall store to deliver the door.

The business value of intelligent stores is first of all to increase passenger flow and membership growth, including the acquisition of high-value members and the lower cost of acquiring customers; secondly, to enhance the loyalty of members, improve the rate of membership repurchase and the integral sales rate, and finally, increase the conversion rate of sales, improve the rate of customer bags and the proportion of membership turnover.

In view of this, Ali's smart store will become a marketing tool for future online and offline businesses. It will not only open the door to new retailers, but also open the door for future brands.

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