Ali's Tmall Shop Is Attacking New Retail Outlets, And Traditional Convenience Stores Are Facing Choices.

According to the world's clothing shoes and hat net,

This is the most important topic of this year's electricity supplier industry, whether it is upgrading and pformation of traditional business super, or the outlet of unmanned convenience store.

But compared with the unmanned convenience store landing, it is more practical to incorporate and pform existing small and medium-sized shops.

A number of third party research reports show that there are more than 600 retail outlets in China, and 23% of them use B2B to purchase, thus forming a dispersed but trillions of B2B market.

As the main competitor of the domestic electricity supplier, Ali and Jingdong aim at the market at the same time. Retail outlets and new channels are born under such a background. They undertake the important task of the revolutionary traditional dealer system or even the new retail business.

According to the retail consultancy data of Kaye, nearly 55% of the brands used at least 200 distributors to operate traditional channels, and retail sales are likely to have a huge impact on them in the coming years.

Cao Lei, director of the China Electronic Commerce Research Center, told the times weekly reporter that from the books, clothing to digital home appliances, the rise of the electricity supplier has brought about tremendous changes to the circulation system in these fields. As the most minor part of the retail system, the wife and wife shop will also face the above problems.

Whether Ma Yun's "new retail" or the fourth retail revolution advocated by Liu Qiangdong, its essence is still the integration of online and offline retailing, but the development trend of this specific format is more of an online business giant to integrate traditional offline stores with huge consumer data, mobile payment and even advantages in logistics and pportation.

One of the important backgrounds is that

After years of rapid development, it has been close to the ceiling.

According to eMarketer, a market research firm, the size of China's e-commerce has accounted for 47% of the world's total, and the world's electricity supplier growth is expected to decline from 23.7% in 2016 to 18.7% in 2020.

As growth bottlenecks have been highlighted, business tycoons are eager to incorporate offline retail markets into their empire version.

Thus, from clothing to digital home appliances, to scattered wives and wives, became the prey of Alibaba and Jingdong.

Since last year, Ali's retail outlets and Jingdong's new channel business have met each other, and each has put forward a million level goal, trying to divide up this huge line cake.

And Ali recently took the initiative to attack, Tmall shop debut Jingdong confrontation convenience store.

In August 28th, it put forward six major strategies, including the establishment of a compatible and efficient three level warehouse allocation system, the creation of a professional socialized retail Iron Army and the introduction of Tmall stores.

It is understood that Tmall shop is through the retail pass brand authorization and upgrading of traditional shops, the goal is to achieve 1 stores by the end of next year.

Retail related person in charge told the times weekly reporter that Tmall store did not have a franchise fee, but set a certain threshold. For example, shopkeepers need to pay a deposit of 10 thousand yuan, and monthly purchase from retail outlets not less than 10 thousand yuan.

For these convenience stores, the retail outlet will charge 3999 yuan a year for technical services, and provide a POS set of equipment and a bonus of up to 4800 yuan for the shopkeeper.

The official disclosed that the future Tmall store will also access other Ali services, and even get through the entire data and membership system. For example, the quality products of the village Amoy (the 9.06 halo suspension, the diagnostic stock) can reach consumers directly through the Tmall store system.

He stressed that Tmall stores would not adopt a leap forward development mode, which is also the main reason for setting a certain threshold for retail outlets.

However, for today's small and medium convenience stores, whether retail or new access, its significance can only be supplemented, because the revenue of small and medium convenience stores mainly comes from tobacco and beverages, while the electricity supplier channels can not provide tobacco products. Therefore, these platforms can enrich the types of commodities in small shops, but it is hard to bring more profits through sales of Amoy products.

Cao Lei said that the goal of new channels and retail outlets is not to change the revenue structure of small and medium convenience stores, but to optimize their revenue structure and reduce procurement and operating costs.

"But the most fundamental goal is to expand Tmall and Jingdong's GMV, after all, the market is very large."

Retail related responsible person said that its purpose is not to change the revenue structure of small stores, but rather to help these small businesses make more money, earn easier, and better serve the surrounding population.

To achieve the goal of ten thousand retail outlets and Tmall stores, the most realistic problem before Ali is how to achieve pportation and distribution.

As we all know, before the booming of B2B business such as Ali retail and Jingdong, brand dealers have set up a complete distribution network across the country.

From warehousing to logistics and pportation to wholesale, branding products need to be filtered to reach the sellers.

Among them, warehousing and logistics pport links is a key link, the reason is to cover the country's first tier cities to county-level towns, the need for three-dimensional and highly permeable logistics system, and this is precisely the retail link is currently missing link - as a self owned logistics group, Jingdong do not need to worry about warehousing and pport links, but a large number of remote retail outlets facing small cities, more than 70% of the three to five line cities, whether goods can be pported to the last mile or even the streets of villages and towns, is the most critical step in the retail business.

"Such a three level warehouse allocation system is unprecedented for Ali, and we are racing against time every day."

Lin Xiaohai, vice president of Alibaba group and general manager of retail business division, believes that in a short time, building a low-cost and efficient supply chain system is the biggest challenge facing the retailer.

To solve this problem, the retailer decided to build a three level warehouse allocation system with rookie and other logistics partners.

It is reported that each level of warehousing and distribution system has its own functions. Among them, the first class takes the regional warehouse as the core, covering 3-4 provinces, storing long tail goods. The two tier city warehouse can cover 2-3 B level cities, store the fast moving commodities, and the three class front warehouse is deep into each district and county for storing high-frequency products such as water milk.

The layout of the future retail plan will be more than 200 urban warehouses and 2000 pre positions. The layout of warehouses will start from the second tier cities and extend to the six tier cities until the county level.

For retailers, retailers have an open attitude to integrate their existing resources, and pre positions are part of them.

Different from Jingdong, the products that are self operated are exported to small and medium-sized convenience stores. Although retail outlets are also self purchasing by Ali, brands still need to be involved in stocking and warehousing. This is the biggest difference between the two.

The front-end warehouse is the retail channel will cooperate with the brand dealers, its existing warehouse distribution system access to Ali's data system, thereby pforming the distributor into logistics providers, which is also consistent with Ali's "outsourcing" characteristics.

On the new retail outlet, convenience stores face a dilemma: either refuse Internet, stick to the traditional retail mode, or accept the pformation of the electricity supplier, enjoy the Internet dividend, but at the same time give half of their lives to the electricity supplier.

Brands also need to choose one of the above options.

In fact, both retail outlets and new channels can bring huge data value to brands. Whether they are precision marketing or supply chain optimization, these are the dividends that brands could not touch in the past.

They do not know which people are buying our products, nor do they know which shops they shop. But with the help of the data capabilities of the retail channel and the new channel, the brand can know the consumers' preferences and needs well.

But at the same time, retail outlets and new channels will also impact brand dealers' original distribution system.

Before the advent of retail outlets, wholesalers are a bridge between users and brands. This deep-rooted relationship has been increasingly unbalanced in recent years, and the involvement of retail outlets will further disintegrate this game relationship.

In addition, if the brand launches new products, the data value of the electronic business platform will be much worse than before.

Retail related responsible person said that the retail pass is helping small stores optimize the operation, which is also used by dealers.

"We will not change anyone's life. Retail outlets are compatible with the original dealers. We will only digitally manage their goods."

But Cao Lei believes that this will break the traditional retail dealer distribution system.

"Generally speaking, brands have provincial agents and municipal agents, but the emergence of new channels and retail outlets will change this situation.

This break is a double-edged sword. On the one hand, it helps to reduce the purchase and purchase cost of convenience stores, and improves the decision-making ability of shopkeepers through real-time data. They can flexibly purchase goods, thereby reducing inventory optimization of the supply chain of small shops.

He said that in the past, the electricity supplier had made a huge impact on the circulation system of clothing, digital home appliances and other fields, because the wives and wives' stores were too scattered and extensive, so they were not encircles. However, with the Internet, such as business super, department stores, wholesale markets and so on, as the most minor part of the retail system, the circulation system of such shops also faced the above problems.

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