The New Retail "Cake" Was First Roasted.

Online and offline convergence "

"Is putting new vitality into China's real economy.

According to the world clothing and shoe net, recently, the Ministry of Commerce released data showing that in the first half of this year, sales of 2300 typical retail enterprises in China increased by 4.1% over the same period last year, and the growth rate increased by 3.3 percentage points over the same period last year. The total operating profit and gross profit of retail businesses increased by 7.8 and 14.3 percentage points respectively, representing a marked rebound.

2016 double eleven, when Zhang Yong first elaborated on "new retail", this

The group's CEO has been quietly laid out for nearly two years.

In 2015, Zhang Yong of Shanghai met Hou Yi who was a fellow of Shanghai. The latter was a senior programmer who ate goods and had 30 years of logistics experience.

Zhang Yong told Hou Yi that he wanted to explore the new retail mode of integration online and offline.

Hou Yi quickly gave Zhang Yong the idea of making fresh products and starting from the line, and then completely opened the line through data.

After listening to Hou Yi's idea, five minutes later, Zhang Yong chose to support him.

If we can make the most difficult line of fresh food industry online and offline, we will not worry about finding the future for China's business pformation.

This is the fundamental reason for Zhang Yong's support for Hou Yi's thought.

Since then, Hou Yi has led several people's team to explore difficultly. During the first half of the year, he has discussed business details with Zhang Yong for more than 10 times, and constantly adjusted strategies.

In January 2016, the box shop opened.

July 14, 2017, box horse fresh whole

Officially released.

Once the box was launched, it aroused the concern of the whole society.

Industry experts believe that box horse is China's new retail "first sample".

In July, the new "retail cake" of box and horse was first baked in high temperature.

"China is expected to become the biggest test ground for business change", a recent commentary by people's daily also looks at the "new retail".

"We should make good use of data insight and technology capabilities to help our retail industry complete the reconstruction of adults, goods and markets. This is the reform of the Internet to help supply side, and it will also help upgrade consumption."

In view of the first half of the retail industry warming trend, Alibaba relevant responsible person analysis.

In July 18th, the leader of the Xi'an Municipal Committee publicly expressed the expectation of introducing the box horse to Xi'an, "promoting employment and promoting development".

The new retail "cake" is delicious.

In 2014, Ma said: "the next 10 years will be a period of real commercial change. If you are resisting, you may be hit, but if you know how to grasp it, the Internet will bring opportunities."

When many people are still looking for business opportunities brought by the electricity supplier, Ma Yun soon made a surprise. "The word" electricity supplier will soon be eliminated ".

Ma Yun said that there will be a great convergence in the future online business. Everyone is good.

Many people do not believe that some people are beginning to complain that "entities are withering away and electricity providers are hard to get rid of."

Although the social penetration of the entire Chinese electricity supplier was less than 13%.

But "offline withering is caused by electricity providers" argument has been repeatedly mentioned.

As the pioneer of China's electricity supplier, Alibaba are thinking: creating the ideal lifestyle in the future is not enough to develop the electricity supplier only. How can these 87% businesses fully embrace the Internet and develop together?

Ma Yun came up with a word "new retail": exploring the integrated development mode of the future commercial line.

"I believe that the future of new retail will be a harmonious integration of online and offline businesses. We hope that the box office is the best case in the evolution of the retail industry."

Alibaba Group CEO Zhang Yong said.

Online and offline integration of "new retail" is bringing new vitality to China's real economy.

Recently, the Ministry of Commerce released data show that in the first half of this year, sales of 2300 typical retail enterprises in China increased by 4.1% over the same period last year, and the growth rate was 3.3 percentage points faster than that of the same period last year. The total operating profit and gross profit of the retail business increased by 7.8 and 14.3 percentage points respectively.

From temples to rivers and lakes

In November last year, authoritative departments issued the document on promoting the pformation of physical retail innovation.

Some people say that it is rare for a country to deploy such a meticulous and professional field of industry which does not seem to be related to the "national economic lifeline".

This document requires that the physical retail industry should strengthen the Internet, big data and other new generation of information technology applications, and promote the pformation of physical retail from sales to guided production and innovative lifestyles.

The document also said that "to encourage online and offline dominant enterprises to integrate market resources through strategic cooperation, cross shareholding, mergers and acquisitions, and other forms, and cultivate new market players integrating online and offline development."

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The document was released in November 11th, with its concern about the offline retail format and the urge to innovate.

Coincidentally, the "double eleven" coincides with the annual China grand annual electricity consumption Carnival launched by Alibaba.

It was in last year's double eleven that Alibaba formally put forward the concept of "new retail".

From rivers to temples, the same goes.

The above state documents indicate that the retail format should be "gradually utilized big technology, such as big data, scientific site selection, intelligent product selection, precision marketing"; support enterprises to use big data technology to analyze customer consumption behavior, carry out precise service and customized services, flexibly use network platform to interact with customers, and make deep and deep experience consumption.

"That's what we are doing. It is very effective at the moment," said Daniel Chan, CEO of Yintai business in July 24th.

Daniel Chan introduced that in the past two years, Yintai Department has used the platform and data capacity of Alibaba to carry out the "three links": membership, commodity and service.

Through the "three links", we can reconstruct the digitalization of people, goods and markets.

"We have about 30000000 SKU, which is very difficult to do.

But when you digitized the retail industry, it completely changed the way we interact with customers. It also completely changed our ability to operate "field". People (customers) were still those people, but suddenly you discovered that there was a huge space and a vast market in front of us. Daniel Chan talked about the new retail pformation of intime department store.

"In the past 10 years, I have witnessed tremendous changes in the retail industry. The biggest move is: dare to embrace change."

As a senior "offline entity" retail executive, Yintai commercial CEO Daniel Chan is moving from "offline" to "integration".

He said that when the Internet is surging, many peers can feel many, some of them are more or less resistant or puzzled, some are blind and optimistic.

Many people regard the Internet business as a scourge, and blame the electricity supplier. But in fact, the electricity supplier is only a little more than 13%, and the share is not so large.

When the electricity supplier has only 1/10 of the market, the electricity supplier started self revolution.

Take the initiative to integrate with offline.

In Daniel Chan's view, the low efficiency of retail industry is the problem, and the future integration of new retail is the opportunity to solve the problem of inefficiency.

Test ground for business change

When Ma Yun proposed 3 years ago that the term "electricity supplier may disappear in China", Zhang Yong, a Alibaba group CEO, has been thinking about the way of China's commercial pformation after the electricity supplier.

"The Internet will go under the line and complete the reconstruction of people, goods and fields. It will be a symbol of new retail". In 2016, double eleven, Alibaba group CEO Zhang Yong made the first two years' theory of "new retail" for the first time.

Reconstruction of people, goods and markets is easier said than done.

Zhang Yong decided that Alibaba had to take the lead in exploring.

In addition to the box horse, Alibaba has arranged Yintai department stores in the past two years, and has invested in Suning, Bailian, Sanjiang shopping and other offline entities.

When many people do not understand or even question Alibaba.

Not long ago, giant Amazon used the largest sum of money in history, and bought a total food supermarket for $13 billion 700 million.

Zhang Yong is proud that Alibaba is far ahead of Amazon.

In the Alibaba's goal, the new retail industry is evolving from the era of "goods" and "field", and truly returns to the era of "people" as the center.

In the future, e-commerce companies and offline commercial organizations will work closely together, taking advantage of the Internet and big data, with entity stores, e-commerce and mobile Internet as the core. Through integration of online and offline businesses, we will realize the integration of commodities, membership, pactions, marketing and other data, and will provide customers with cross channel and seamless shopping experience.

Some people say that 2017 is the first year of China's new retail sales.

A commentary published in July 12th held that new consumer demand and new business models are producing reverberations.

A range of technology applications in the commercial field are accelerating.

More and more technological sense of life is destined to come.

The biggest test ground for business change is in China.

Just as the ongoing retail craze in the box and horse industry has led to the business innovation boom of the whole new retail business in China: Bailian launched RISO food, Yonghui vigorously arranged "super species", the US group followed up the fresh palm fish, Suning launched the "Su Sheng Sheng", and the big RFD was developing "flying cattle", even BBK was developing its new retail format "fresh food romance project", while China's earlier B2C fresh electricity supplier "original life network" was also developing hard after 4 years of hard development.

Zhou Yong, a professor at Shanghai Business School, thinks that the willingness of domestic consumers to shop in stores has gone out of a U curve from 2013 to 2017. This is the result of enterprise innovation such as consumption upgrading and box horse. "Without these changes and innovations, the confidence of consumers can not be improved", said Professor RISO.

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