Zhang Yong: Alibaba Wants To Make The Creation Festival A Strong IP Under The Line.

According to the world clothing shoes and hats net, from July 8th to 12, the second "

"Five days in Hangzhou.

If we say "double eleven" is tailored for Tmall, it is

The carnival, "the creation Festival" is the exclusive ownership of the Taobao, 108 special stores represent the nature of Taobao ecological property.

CEO Zhang Yong (who is also the founder of the "double eleven" and "creation Festival") said that Ali wanted to make the creation Festival a strong IP under the line.

This offline activity for young people after 95 and 00 will be Taobao's version of "double eleven".

By 2017, Taobao has gone through fourteen years.

Looking back at the whole development process, Taobao's biggest change recently is the completion of the "wireless". At present, more than 80% of Taobao's pactions are completed through hand washing; Taobao is now on the road of content, community and intelligence.

News has reported that hand washing is no longer a way to guide users to buy goods, but to bring a large amount of content into the merchandise. Thousands of thousands of faces bring very personalized shopping experience.

Along with the development of multimedia technology, the direction of Taobao's content is progressing: from the earliest words and pictures, last year's live broadcast, to this year's short video, Taobao has never been shy.

The content of the particles falls on the goods, Alibaba hopes to improve the stickiness of Taobao users - no matter what they can do without shopping.

Zhang Yong called it Taobao's "community-based".

Behind all these changes, Zhang Yong believes that the current AI is "intelligent".

In the Alibaba giant of e-commerce, you can see that the AI application in the field of electricity maximization.

Taobao is a complex ecosystem with a large number of commodities, contents and elements of life.

How to accumulate these products, how to meet with users and how to choose? From thousands of thousands of planes to more and more sophisticated AI technology, Zhang Yong hopes that all businesses in the future will be built on AI and help users create demand.

At the second creation Festival, the appearance of Alibaba's unmanned convenience store attracted the attention of the whole industry.

Although there are still many shortcomings, it can be predicted that in the near future, the retail industry will bring about tremendous changes.

Zhang Yong himself also experienced an unmanned convenience store for the first time and bought an ice cream.

He was critical of details and made many suggestions to the team: Zhang Yong thought that the way of facial recognition and scanning code at the entrance could be simplified and the way of shopping on the big screen could be done step by step.

At the same time, we are also looking forward to the changes that will bring about the convenience store.

Zhang Yong believes that no convenience store is just a case.

New retail does not turn the original active payment into the current unmanned service.

Unmanned retail is only a subdivision direction.

He stressed that new retail should be a change in the whole experience, based on the reconstruction of big data based on people, goods and markets.

This is the second time a journalist has heard him explain the core elements of new retail with "people's freight yard".

How does Taobao develop in the future? What does Zhang Yong think of unmanned convenience stores? What does voice interaction mean to Alibaba? The following is the interview record of Zhang Yong (compiled by news editors):

Q: when will the future business of unmanned convenience stores be estimated? What is the cost and business plan?

Zhang Yong: this year, we try to integrate some new elements together to reconstruct the experience of coffee shop.

So far, we think the future cafes, convenience stores, supermarkets, mother and baby shops and so on will be different.

After refactoring is innovation, I don't think it's too heavy to discuss how many shops to open, how much each store will invest and so on.

We are concerned about whether the user experience can be reborn.

We want to make innovation more, and ultimately we need to cooperate with many partners to help others upgrade.

Q: where is the difficulty of unmanned convenience store mode? Will traditional stores conflict?

Zhang Yong: first, like Amazon Amazon Go, the convenience store has aroused great enthusiasm and interest in the early days. We regard it as a platform and carrier to carry out the new technology and business combination thinking, we use it to precipitate.

In the end, how large is this store? We see the user experience completely.

The whole digital platform, technology platform, payment, account number, face recognition technology, voice interaction technology, all things should be a basic ability.

Opening a coffee shop is not our essential purpose.

There will be a lot of changes in the retail industry. We are confident that this is the consensus of the whole world (referring to the recent retail layout in the Amazon, the acquisition of the whole food supermarket, the introduction of Amazon Go, etc.).

In this process, there will be a new generation of retailers.

Some people in the retail industry are willing to change their lives and become a new generation.

But there must be some people who, from "despise", "do not understand" to "fail to catch up", can be extended to all formats.

Q: today, it is hard to see the Internet IP such as Mars intelligence agency and Mi Bu canteen. Can Taobao help them?

Zhang Yong: the creation Festival is very connected to new users. It will become an event.

Taobao will become a "three in one" combination in the future: first, technical algorithm, two products and three operation of the whole store.

In the future, we will also open some entity experience stores in Yintai, such as snacks sold on Taobao, which can contact users online in real scenarios.

Q: now, small and medium businesses, they mentioned that the marketing tool is still conducting diversion from micro-blog, instead of drilling, direct train and so on. What marketing tools do Ali provide to them? What is their value and significance to Taobao?

Zhang Yong: they are the soul of Taobao.

Diversity, innovation, new elements can not be used to quantify, customization is certainly not a large-scale run.

Today's marketing is global marketing, and for businesses, micro-blog and WeChat are connected.

We provide a position for businesses.

Taobao can meet basic needs when buying things. Taobao's philosophy is to provide users with Pyramid sharp and upper things, so that users can have spiritual connections and diversity, especially after the 90s and after 95 young generation consumers.

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Q: how do we evaluate the festival of creation?

Zhang Yong: I think "creation Festival" is influence.

The number of people at the scene is ceilings, but the influence is that many people can participate in the creation festival through the Internet channel, and experience the elements of the creation Festival.

We evaluate the overall effect of the activity on how many people produce interaction and subjective behavior.

Taobao now needs a new super IP, like Tmall's "double eleven", to display its ecology, so that the relevant practitioners have a sense of body.

"Double eleven" is the festival of chopping hands party. Taobao is more like a soil. It is the largest individual economy and small entrepreneur platform in China.

Only in this way can Taobao upgrade be able to get up.

Q: what is the importance of Tmall X1, including voice interaction, to Ali?

Zhang Yong: the relationship between voice and shopping is not absolute.

Do not position Alibaba as an electricity supplier company. We are a data company.

I think speech is the entrance of the next Internet. In the PC era, the keyboard and wireless era are used for rolling screen, and the voice age is through voice and voice is the source.

Voice is a big platform to enter the Internet world, it will evolve a variety of services and experience, shopping is only a small part.

Tmall spirit is an internal innovation, and Ali has been practicing voice technology for a long time.

Ultimately, a product is needed, like the "creation Festival", to aggregate the voice capabilities of the Alibaba.

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