Messi, Nike And Other Traditional Enterprises In The "Double 11" Test The New Retail Water.

In the autumn of November, chill began to grow in San Francisco.

China in thousands of miles away

Shopping carnival is heating up the old retail business in the United States.

According to the world clothing shoes and hats net, in October 28th, Union Square

The store is still surging, and there are still 14 days from the beginning of the "double 11". The store has displayed a shopping Carnival advertisement in the most prominent position, and the guests in the shop can see it for the first time.

Perhaps they do not know what happened on this day, but Messi's department offers a real discount, no less than the annual black Friday promotion of the United States.

Despite the frequent news of closure and sale of Messi's department stores this year, it is still actively pforming, that is, to open up barriers to achieve unified price sales on line and online.

This coincides with Tmall's all channel strategy implemented in the "double 11" this year.

Besides, sports brand

It will also open two smart stores during the "double 11" period.

The two new stores have the functions of store and store integration, so as to realize the functions of Tmall drainage, store self promotion, store delivery, online and offline sales of the same price.

Like Messi and Nike, there are more than 7000 American brands that have tested Tmall's new retail products in China through Tmall, and nearly 3000 American brands have entered the Chinese market for the first time, mainly covering clothing, footwear, health products, mother and baby, digital and so on.

Lee Mccabe, vice president of Alibaba's North American business development, said in an interview with reporters that his job is mainly to educate and help us companies enter the Chinese market.

"The Chinese market has great attraction, and now Chinese consumers are changing.

These international brands need a platform to help them understand China. "

In 2016, Tmall's "double 11" 120 billion 700 million yuan sales, nearly 30% came from global brands and retailers, and the US brands ranked first.

There is no doubt that Ma and his Alibaba are working hard to become a bridge linking Chinese consumers with American brands.

By way of electricity supplier

In the United States, almost every store in Messi stores occupies the most favorable position in the city.

Complete merchandise and convenient shopping make it almost accompanies the American life. From birth to school, from growing up to getting married, Messi's shopping experience runs through.

However, the old retail business will lose its vitality. Under the impact of a large number of electronic business platforms such as Amazon and eBay, Messi's department store has not had a good life in recent years.

At the beginning of the new year in 2017, when Chinese consumers became more and more accustomed to purchasing new year products on Tmall to prepare for the biggest traditional festival in the year - the Spring Festival, the US entity retail industry encountered a cold winter.

In January 4th, Messi's Department announced that it would close 68 stores and cut 10000 jobs.

As the shops began to spread, some American families drove the weekend to the Messi department store, which was about to close down, as an activity. They could often buy a bargain that was as low as 1-3.

Even if the offline business is sluggish, Messi's department store has not relaxed its attention to the Chinese market.

As early as 2011, Messi's official website launched direct mail service to China.

In 2014, it began to support Alipay payment in the US official website.

In 2015, Messi department store and Alibaba reached an exclusive strategic cooperation. In the same year, "double 11" and Messi department store officially landed on Tmall international. According to the characteristics of the Chinese market, Messi department store even adopted localization strategies and teams, and the first time to use live broadcast interactive games. This is a brand new attempt for the old business with nearly 160 years of history.

Karen Hoguet, chief financial officer of Messi department store, had to admit, "10 years ago, when we looked at the Chinese market, we thought we had to open a lot of stores with ourselves or with others.

10 years later, we will consider more about the Internet and the whole channel, because the world has changed. "

In an interview with reporters, Dustin Jones, China's chief executive officer of Messi store, revealed that Messi's online strategy has become the top priority of Messi's department store, and the use of Tmall's e-commerce platform to enter China is to become China's Messi department store.

"Over the past five years, we have gradually understood the habits of Chinese consumers and are very optimistic about the consumption power of Chinese consumers."

To this end, Messi department store also set up a separate company to operate. Messi's department store is jointly controlled by Messi department store and Hongkong Feng's retail joint venture, which invested 25 million US dollars.

Among them, Messi department store owns 65% shares.

According to the plan of Dustin Jones, Messi stores do not plan to open retail stores in China, but through Tmall to enter the Chinese market.

"At the very beginning, Messi department store issued five yuan coupons at Tmall international store, all of which should be considered carefully and cautiously.

Now full play, free gifts, spike killing, live broadcast and so on are willing to try, this is also a few years in the Chinese market learned the new operation strategy, must be grounded.

A Tmall international operator told reporters.

Ten months after the official overseas flagship store of Messi's department store, it has over 300 thousand fans and has become one of Tmall's most popular Chinese consumers. The company has gradually completed the reshaping of its brand in China.

New retail test

Messi's department store is also experiencing Nike's troubles.

Over the past two years, the company's total revenue grew by an average of only 8%.

Its retail network contains more than 3 retailers and 110 thousand retail outlets.

In the future, these sales oriented retail store models may be gradually abandoned, and more emphasis will be placed on intrusive shops.

Last fall, Nike opened a five storefront shop with an area of 5500 square meters in Manhattan business district, providing tailored sportswear, sports shoes, sports consulting and special delivery services on the same day.

Entering the 529 Broadway shop, the reporter has entered a lively sports hall.

Oncoming is a super large electronic screen showing the product launch time and the latest activity information in the shop.

The first floor running area, equipped with a 180 degree LED screen, can capture runners' data and simulate scenes in outdoor parks.

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In addition, Nike has built a half court indoor basketball court for basketball lovers, and has established a spiking shoes experience area for football fans.

Even in the fitting room, adaptive lights were installed to allow consumers to see themselves in yoga rooms or night running when fitting.

"Today, we live in a world connected by demand.

Consumers will resonate with brands that serve them in the way they want.

In a rapidly developing market, we must take the initiative to change. "

Dennis Van Oossanen, vice president of Nike's Greater China retail department, told reporters that today's consumers are changing.

What they want is personalized and well built products. They want instant purchase, and through mobile devices, Nike must make progress with them.

For New Yorkers who love sports and sports, Nike has achieved the ultimate experience.

However, this model does not necessarily copy China.

A Nike insider told reporters that in the Chinese market, Nike needs more venues to provide users, the cost is very difficult to predict, and users' understanding and experience of sports culture are also different.

Therefore, Nike's approach to Chinese consumers is to vigorously enter the channel of e-commerce.

Fan Sheng said that since its opening in May 25, 2012, Nike Tmall flagship store already has 11 million 437 thousand fans and has become a place to connect consumers and Nike brands.

"We share the same vision with Alibaba that future retail is consumer centric.

In this new business ecosystem, the difference between e-commerce and physical commerce has almost disappeared. The way consumers think and behave in different channels determines the way we conduct business. "

In this year's "double 11", Nike will also provide unified classification, inventory, brand marketing, after-sales service and supply chain online and offline, and will also introduce a number of important products and merchandise discounts.

In addition, Nike has opened a series of activities for its members, such as training courses and competition activities, and members have the chance to get the VIP entry qualification of the "double 11" party.

The traditional brand of the new retail test is getting better.

With the development of Alibaba's globalization strategy, Tmall and Tmall have introduced more than 160 American brands including Messi, Costco, Amazon, apple and Pfizer, and have reached exclusive strategic cooperation with more than 20 brands.

Lee Mccabe predicts that more American brands will enter the Chinese market in the future.

"Last year's" double 11 "did not know much, and many educational work needed to be done.

This year, almost every manufacturer knows, because last year the US sold black Friday for $6 billion, while the sales of "double 11" was $17 billion 800 million.

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