Tmall Apparel New Retail Strategy Cooperation Will Convene Major Brands Chat New Retail

According to the understanding of the world clothing and shoes and hat net, in September 27th, the responsible persons of dozens of brands including Hai Lan home, Mark Ed Faye, Zhou Dasheng, CASIO, Nike and Qipai gathered in the Alibaba Xixi park to participate in the "Tmall fashion new retail strategy cooperation committee". They shared the cooperation results and future vision with Tmall in all channels, smart stores, global marketing, data banks, and so on, and also confirmed the "from all walks of life".

Foresight.

Not long ago, the World Economic Forum (WEF) and Accenture published a report on shaping the future of consumer industry retail, one of which is the anticipation of the commercial street after ten years:

"Store shopping will be a rich and attractive professional experience.

As a place for product interaction and consulting products, the digital equipment of consumers has become an integral part of creating enjoyable experience.

Placing goods and collecting cash will be fully automated. "

In fact, new retail has become the focus of attention of global brands and the world's most core strategy consulting firms. In the past six months alone, all these leading global business thinking organizations have launched relevant research reports.

A few days ago, the China retail industry development report (2016/2017) released the first time Tmall new retail as a typical representative of online and offline integration into the report.

The report said that the entity retailer and the network electricity supplier are merging, and at the same time, it is asserted that the retail industry in 2017 will be the mainstream in many formats, and social retail has entered the golden period.

When the Chinese market is singing the "keynote" of new retailers, the global core strategy consulting firms also takes Chinese brands as an example to sing "harmony".

"New retail is the golden touch of the sky for the brand," Zuo Jingdong, general manager of mark Hua Fei, said at the meeting. "New retail can bring real performance improvements to the brand."

McKinsey Co (McKinsey&Company) disclosed in its report "2017 China digital consumer research: redefining customer experience in the new retail era": "96% of consumer electronics sales, consumers either experience offline purchases online or directly purchase in physical stores."

This shows clearly the intergenerational change of consumption.

For example, DDT (Deloitte) just released a few days ago, the retail industry technology innovation and landing thinking, pointed out that the "85 after" dominant consumer market "personalized demand spawned emerging consumer areas and niche consumption rise, customer groups are highly fragmented and more accurate to meet".

In its latest report, age subversion, the new retail era, A.T. Kearney has focused on the key value of "improving the consumer's full shopping experience through digital ecosystem". "Nike integrates all its digital platforms to connect data from Tmall, Nike.com, Nike flagship stores and Nike social media, so as to create a one button closed loop ecosystem and apply the insights gained from data to develop services and marketing".

It is not difficult to understand that PricewaterhouseCoopers has made a judgement in the recent report "China's retail industry, wisdom opens the future": "the use of data analysis and the full channel technology to bridge the gap between online and offline to enhance the maturity of enterprises will be the" new normal "of the retail industry. (PWC)

The report further illustrates, "Nestle and Alibaba cooperate to build a data model based on the analysis of consumer history, real-time pactions, browsing behavior and social behavior, and personalize the content of Nestle Tmall flagship store.

Unilever, marshal, Hershey, Metro and other companies are also working with Alibaba to make full use of similar data driven marketing solutions, and then improve the product development, distribution strategy to store layout and other omnidirectional systems.

PWC's survey showed that 61% of Chinese consumers began to search for goods on Tmall, while the proportion of global search for commodities by Amazon was only 39%.

According to the report, "if a brand realizes that Tmall is not only an e-commerce platform, it is also a search engine, which will be more meaningful."

A report from DDT, "technology innovation and landing thinking in retail industry," also revealed that according to its survey, 57% of retail sales in China's retail market were affected by digitalization and the world's leading.

The latest report of KPMG (KPMG), "customer oriented: omni-directional business model" mentioned that 29% of the global respondents are currently using data analysis, and this proportion is expected to double to 58% in the next two years.

Among them, customer shopping path analysis and artificial intelligence are expected to double to 59% and 54% in the next two years.

Menswear brand "

This is an example.

It signed a new retail strategy cooperation with Tmall a month ago, and its 5000 offline stores will be upgraded to a new retail "smart store".

In the near future, when you enter the store of Hai Lan's home, you may find that there is "no retailing". Personalized smart window allows you to easily get the exclusive information you want.

"The next big change in the retail industry has begun.

The change in the retail and consumer goods industry will exceed the sum of the past forty years.

The world economic forum and Accenture wrote in their report.

Kearney's global retail development index 2017 mentioned that China's overall GDP grew by 6.7% in 2016, while the retail industry achieved a 10.4% growth.

This trend will continue this year. It is estimated that more than 70% of China's economic growth in 2017 will be contributed by the retail industry.

More interesting reports, please pay attention.

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