The World'S First "Smart Mother And Baby Room" Appears, Ali'S New Retail Plays A New Role

According to the understanding of the World Clothing, Shoes and Hats Network New retail Since it was proposed, Ali has been actively promoting the development of new retail scenes. The successful landing of Hema Xiansheng in the fresh food field is quite exemplary, but it has not yet made a big move in the field of mothers and babies. On the other hand, the old rivals have already started. In September, in order to further cut the big cake of mother and baby, JD Mall put forward a specific plan for the project of mother and baby store experience store - United Bay will open 5000 mother and baby experience stores nationwide in three years, which has aroused a thousand waves in the mother and baby industry!

Ma Yun finally took the initiative when the first "New Retail Double 11" was coming. On November 4, the world's first Tmall Smart Mother and Baby Room The completion of the Dahongmen store in Beijing Yintai Department Store has ushered in an intelligent era for the mother and baby room in the mall. The reformed mother and baby room has introduced Tmall's mother and baby product vending machine, which can meet the needs of mothers in urgent need of milk powder, diapers, etc. for only one penny. There is no doubt that Ali has officially announced its entry into mother and baby intelligent retail. In the future, 1000 mother and baby rooms in public places may be "dramatically changed" by Tmall.

Smart mother and baby room: a new channel to accurately reach users, let's see how Tmall's smart mother and baby room is:

There is no obvious difference from the mother and baby room in other large commercial centers - there are comfortable sofas, baby beds, water heaters... However, there is an unmanned service machine based on Tmall's big data in the smart mother and baby room, which has everything from paper diapers, imported milk powder to breast pumps.

All mothers need to do is take out their mobile phones, scan the QR code on the self-service machine through the mobile phone Taobao APP, and then they can get the mother and baby supplies provided by Tmall in a few seconds, including Goodbaby, Wyeth, Qifu babynes、 Mead Johnson and other international first-line maternal and infant brands. The newly opened mother and baby room was highly praised by mothers. The emergence of Tmall Smart Mother and Baby Room has completely liberated the mothers who go out to carry heavy loads. The mother and baby room supplies are all available, and they are all high-quality products, which are also very convenient to purchase.

It is worth noting that all the trial products in the smart mother and baby room are also displayed on the big screen of the cloud shelf next to the self-service machine. Mothers can use their mobile phones to scan the code on the cloud shelf to buy goods that are satisfactory for trial use, and choose express delivery to get home. The traditional mother and baby room can only be used as a private space for the mother and baby crowd, while Tmall uses the mother and baby room as a transformation scene. It is also very "scheming" to display brand goods and upgrade it to a new contact point for mother and baby brands to contact users by setting up automatic vending machines for mother and baby products.

Ali's mother and baby ambition: It is easy to see that Ali is integrating new retail concepts into more scenes, and compared with JD's opening experience stores, Ali has chosen to transform the mother and baby rooms of the original shopping malls, which is more secure than JD in terms of cost and customer flow.

It is understood that after the successful implementation of the first smart mother and baby room, Tmall and mother and baby brands will work with more new retail partners such as Yintai to transform and implement the smart mother and baby room, improve the shopping experience of tens of millions of new mothers, and free them from heavy mom bags and complicated operations. In the future, it is hoped that 1000 public mother and baby rooms will be "exploded" by Tmall.

Tmall's new retail road has become more and more broad, and public space has also been included, enabling the reconstruction and establishment of public space through technology. For the shopping mall, the mother and baby room has solved the shopping problem of new mothers; For brand operators, the mother and baby room is an excellent platform for acquiring new customers in the scene, which benefits the masses as well as another kind of brand promotion and consumption data collection.

The market space of the mother and baby room: 3.6 trillion market opportunities. 2017 is the second year of the country's opening up of the second child policy. This policy, which is regarded as a new outlet of the market, has prompted a large number of mother and baby related industries to invest in this field. Entrepreneurs continue to enter the market to dig for gold, take the fast train of consumer upgrading or new retail, and hope to reach a new height on this track.

It is reported that in 2016, the total number of newborns in China was 17.86 million, about 2 million more than the population census in 2013, the fertility rate increased by 1.7%, and the second child accounted for 45% of the total fertility. This number is still increasing with the gradual clarification of the entanglement period of the second child and the filling of the gap in the past one-child family. The market demand for mothers and infants will continue to grow, with an annual growth rate of 15%. By 2020, the market size will reach 3.6 trillion yuan.

The mother and baby room, as the just need of lactating mothers, often exists in public places such as railway stations, bus stations, shopping malls, etc. With the arrival of the second child era, the demand for mother and baby rooms in various regions is increasing. Local governments have actively introduced policies to promote the mother and baby room, which shows that the mother and baby room is developing rapidly. It can be seen that Ali has its own considerations in choosing to enter the mother baby industry from the mother baby room.

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