Alibaba Retail Outlets Launched A New Strategy In Hangzhou.

Recently, Alibaba's retail outlet announced that the first Tmall store dedicated to serving the community has been officially operated in Hangzhou.

The store is located at No. 418 Xixi Road, Hangzhou. It was a snack bar in a university campus.

At present, Tmall stores temporarily join the way, it is expected that the end of fiscal year (to March 31, 2018) will exceed 10000.

Alibaba retail today announced a new strategy in Hangzhou, announces six major strategies, three major product solutions and new brand promotion strategies.

Zhang Yong, chief executive of Alibaba, President of B2B group, Dashian, chief marketing officer Dong Benhong, general manager Lin Xiaohai of general manager of retail business department were present. This meant that Alibaba based on the retail platform, officially entered the offline store.

"Tmall shop" first shop out of the street

The first store in Tmall store is located in the backdoor of Yuquan District, Zhejiang Province. It was originally a 140 square meter small shop.

From intention to pformation, the whole process took about a month.

Alibaba retail side told business observer, Ali retail outlets under the pformation line, and titled "Tmall" name shop is not without a threshold.

Usually the standard is to choose a better shop to authorize Tmall brand. The basic conditions are: purchase more than 10 thousand yuan on Ali retail platform month, store more than one Tmall shelf in the store, and apply Ali retail cloud POS system.

According to the above conditions, the retail outlets of Ali can do different degrees of pformation according to the needs of shopkeepers, including doorways, decoration and display, as well as the sharing of "Tmall shop" special purchase channels, exclusive goods, and management system upgrades, big data services.

Lin Xiaohai, vice president of Alibaba group and general manager of retail business department, said that these Tmall stores look like convenience stores, but they are not convenience stores. Instead, they are even designed to resist the invasion of chain convenience stores.

In Hangzhou, the goal of Ali retail is to pform 600-1000 Tmall stores.

At the end of the fiscal year, he hopes to pform 10000 Tmall stores.

From the presentation of the first Tmall store and the introduction of Ali retail, Tmall shop can be classified into five aspects:

1) supply chain pformation, adding a new set of "Tmall shelves".

Judging from the first Tmall store, the pformed Tmall store looks much cleaner than the previous one, but it does not put too much visual requirements on it. There are still many products that are grounded.

It is worth noting that there are more than a group of "Tmall shelves" in the store, which are dedicated to display special items recommended by Tmall, many of which are exclusively for Tmall stores.

For example, a small package of snacks designed exclusively for Tmall stores can only be bought in Tmall stores.

Including Disney and other licensed commodities are also among them.

Ali retail through the introduction, each Tmall shop will have at least a row of exclusive Tmall shelves.

Backed by the business ecosystem of Taobao and Tmall, Tmall international brand, poly discount shelf, Disney area...

Including imported goods, online brand of Amoy brands and the source of goods from rural Taobao will go into store shelves.

2) Ali logistics distribution cold chain cars to provide fresh food

Combined with the logistics of Tmall and Ali, Ali retail outlets have also allocated Tmall retail outlets with a high gross profit rate of fresh food in the retail industry, and cold chain cars will distribute sausages and kodun cooking directly to stores.

3) open credit business.

Tmall store unified the management system of Ali retail to help stores store all kinds of inventory and sales data.

The order of Tmall store can be divided into credit level according to the purchase amount, and the amount of credit bought by a similar military supermarket is over 20 thousand yuan.

Ali retail outlets have also opened mobile phone orders.

4) Ali, each ecological plate resources into Tmall shop.

The attendance of the leaders of various ecological plates of Ali also means that the whole ecosystem of Alibaba has entered Tmall store.

It is reported that the brand licensed convenience store will also access the entire Ali ecosystem, such as Ali health, flying pigs, rural Taobao, rookie Inn, Ali * mama, etc., helping retail stores embrace new retail outlets and become community ecosystem service centers.

"In the future, Tmall shop is a supermarket, a post office, a travel agency, and even a community bank."

Lin Xiaohai said.

5) data armed "small shop"

Ali retail outlets choose Tmall store in the range of 100 meters to 500 meters near the consumer's residence.

Tmall store will calculate the type of merchandise that is most suitable for this supermarket and community according to the customer composition of each store.

Ali retail outlets said that with the help of the workbench and cloud POS system of the small cashier's desk, each item in the store can be monitored in the background, including goods such as Kanto cooking, sausage and other barcode, which can also be data oriented, and clearly see changes in sales and inventory time.

Businesses can manage goods and shelves more reasonably and finely.

Lin Xiaohai said that unlike the traditional convenience stores to build a unified brand, 1 Tmall stores will be "1000 stores thousand faces" form.

According to the size of the storefront, the boss's age and financial status, the portrait of the consumers in the kilometre of a square kilometers determines the type of merchandise. "If he has 100 dogs around his neighbor, we will recommend him to sell dog food.

If his neighbour has one hundred children, we will let him sell diapers.

Huang Haidong, the owner of the first Tmall store, said that all purchases in the past were based on guesses, and could not be sold or eaten.

It is difficult to calculate the operating data, so that he does not even know how much money his own shop can make in a year.

"Now, there is a list of recommendations for importing any goods. Imported food and net red goods are available. In the past four or five wholesale markets, not only are they tired, but every time they confirm the trade mark and production date again and again, even then, they buy fake products occasionally."

According to the data provided by Ali retail outlets, after the pformation of the Wei Jun supermarket, the sales volume of the store increased by 45%, and the passenger traffic ratio increased by 26%. It is estimated that gross profit will increase by more than 400 thousand in the whole year.

Lin Xiaohai said that Tmall stores will continue to upgrade in the future, and launch all kinds of Tmall convenience stores, which will change the operation mode of existing community stores, and will also bring intelligent door to door shopping experience for consumers.

For brands, each digitized Tmall store is connected to the workshops of distributors and brands, and all sales services to stores are no longer an endpoint, but a starting point for user insights.

Zhou Li, director of sales development of the first largest food company in the United States, said that in the past, brand dealers had sold goods to retail outlets through distributors or wholesalers, all of which regarded it as a black hole.

"The whole data has become an isolated island on different links. We don't know which people are buying our products, nor do we know which shops they are going to shop."

With the help of full link data, the first time, Yi Zi clearly saw the real preferences and needs of consumers.

On the basis of data feedback, Oreo launched a "Moonlight box", which packed a dozen pieces of biscuits in the original, and split them into a single package of small packages. Children with limited pocket money or worried consumers could have more choices in Tmall stores.

After years of trying to move to the whole country, Sichuan's Bai Jia fans, after moving to retail outlets, discovered that people in Jiangsu and Zhejiang would also like to eat hot and sour fans. Before that, the market was abandoned voluntarily by them.

Ali fully force the next line shop

Ali retail through the project began in September 2015, Alibaba deployed the backbone of the "Iron Army" members to form an early retail project team.

In November of the same year, the mobile working platform zero small treasure line.

In May 2016, Alibaba established the retail business division.

In September 2016, Lin Xiaohai, President of marketing of greater Procter & Gamble in Greater China, joined Ali retail and served as the vice president of Alibaba and general manager of retail business division. Before that, Lin Xiaohai had led Procter & Gamble national distributor team to reform the distributor system.

The retailer is the first B2B2C distribution channel under the Alibaba. It hopes to restructure the retail business through software, hardware, channel, brand and other forces, and create a retail ecosphere, including a series of services, such as supply and distribution for retail stores, and the construction of intelligent distribution network platform with brand dealers through large data and goods supply.

In December 2016, retail outlets announced the coverage of 300 thousand small stores, and by August 2017 retail outlets have already covered 500 thousand small stores.

In August 18, 2017, Alibaba announced that the first retail store opened in Yiwu, Zhejiang. Lin Xiaohai said that the retail chain has more than 20 warehouses in the whole country, and will be the more than 2000 warehouses in the whole country.

As a retail business service provider, retail outlets provide services such as smart terminals, credit, warehouse receipt pledge, recharge and so on. The general manager of retail marketing center, Yun Tong, introduces retail outlets as an enterprise service provider, providing energy services to small shops, including goods management, shelf management, payment services, etc., so that small businesses focus on "humanized" services. Retail outlets will collect multi-dimensional data through WiFi probes, cameras, POS terminals, payment interfaces, etc., to provide "user behavior" data display for small shopkeepers and brand owners.

In today's Tmall convenience smart experience store, the store displays Tmall spirit, intelligent POS, laser keyboard, intelligent image recognition and other products.

Cloud Tong revealed that the retail link will set up a joint laboratory, open up the platform with a cooperative attitude, and bring into diversified partners. Based on the retail service platform, the company will integrate multiple products to provide services for small businesses.

At the same time, Dong Benhong, chief marketing officer of Alibaba, announced that Tmall will grant the brand of retail retail cat store. Tmall will play its own brand strength and provide brand service to small shopkeepers.

To put it simply, Tmall will provide pformation and listing services for small shops throughout the country, so that the store will take Tmall as its external brand.

On the spot, Lin Xiaohai announced the six major strategies of retail sales:

1, provide rich and competitive high quality products for small shops, including online Tmall brand and offline international brand.

2, establish a compatible and efficient three level warehouse allocation system, including regional warehouses, urban warehouses and pre positions, and strive to create new "four links and one more".

3, to build a professional socialized retail Iron Army, a retail partnership will become a new iron force, providing procurement services and consultancy services for small shops.

4, the region, channels and industries will be fully developed. On the one hand, the retail business will go all the way to the national market. On the other hand, Tmall will expand and cover together in the industry dimension.

5, the overall upgrading of the service for small businesses, commitment to solve business problems within 48 hours, provide credit, recharge and other value-added services, and will gradually improve the quality of service;

6, join hands with quality stores to embrace new retail outlets, find more quality stores, and establish long-term cooperation with more small stores.

Liu Jianfeng, director of product center of retail division, released three major retail service solutions:

1, in the face of the efficient distribution scheme of suppliers, the retailer provides intelligent supply chain management services for dealers based on their own data capabilities, forming intelligent distribution system, matching personalized contents for goods, and displaying the circulation of goods for dealers based on nail fighting room, supplier workbench, supplier business consultant and other tools, and provides strategic support for dealers.

2, in the face of the brand's precise marketing plan, based on the connection between management tools and stores, the data of the brand task will be formed to enhance the execution of brand tasks. After obtaining the brand task, the partners will track the partner's marketing execution, and verify the implementation results by image recognition and big data.

3, in the face of the store's smart store scheme, the retail association provides mobile sales platform, store workbench and intelligent equipment service to the store, further strengthening the paction intelligence and management automation. Through the intelligent POS machine, the retail outlet also shows a solution to cooperate with Japan NEC.

Liu Jianfeng also announced that, based on the three major schemes, the retailing is based on big data technology, providing data visualization for brands and providing strategic support for suppliers, brands and stores.

Alibaba CEO Zhang Yong said in a live speech that retail outlets will accelerate the speed of circulation of goods and allow more Chinese consumers to consume high-quality goods. Alibaba believes that retail links, digital services platforms and so on are all infrastructures, and the retailer will adopt a tolerant attitude and make use of digital technology and big data integration.

And then create a new pathway rather than a new pathway.

In the future, Alibaba will also strive to establish a retail platform for more brands and small shopkeepers, so that small shopkeepers can buy excellent products through retail outlets, obtain service needs and meet the new needs of small shopkeepers.

Lin Xiaohai said at the conference site that there were at least 600 couples shops in the market, with sales volume of 5 to 100 thousand yuan, and 200 people every day. In 2017, 23% shops purchased B2B 3 times, and B2B purchases accounted for 15% of total purchases. In 2020, 45% shops purchased 300 billion stores, and zero sale in 2018. The target service was 100 000 stores. The retail outlet will start from the rich, professional, intelligent and temperature four keywords, and provide data and touchable services for small stores. The goal is to let millions of small shops embrace the DT era.

From the perspective of organizational structure,

To join Alibaba B2B business group, together with fast selling, 1688, Alibaba international, rural Taobao and so on to form Alibaba B2B business matrix, in recent years, "supply side reform" and "efficiency empowerment" advocacy, B2B, enterprise services usher in new opportunities for development.

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