Taobao Hearts: B Layout Of Ali's New Retail Layout

The fourteenth China commercial real estate festival will be held in Guangzhou in April 2019.

In the same period, we launched a series of "special topics" video interview, "shopping center operation evolution" and "finding new species" to find the "stop and start" theme, looking for the power to promote the sustainable development of China's commercial real estate.

Ali layout the 4 trillion home market.

If the 5 billion 453 million yuan strategy is actually the home of the stock, it is the A surface of the layout of Ali's home race, so Taobao's heart election is its B face.

In other words, although Taobao's body selection is still small, it is also an important exploration of Ali in home circuit.

Taobao's heart election is a brand new lifestyle brand launched by Ali Baba, which began online trial operation in May 26, 2017.

In April 28th this year, Taobao opened its first venture shop, which is located on the first floor of the self built shopping center "Pro orange" complex in Hangzhou's Alibaba (thematic reading), covering an area of more than 300 square meters, ranging from food and kitchenware, storage items, bedding sets, cleaning products to luggage boxes, stationery, gifts, etc.

In the year of "no emphasis on expansion speed", Taobao's heart chose 8 stores.

Zhang Di, who has many years of retail experience, serves as Taobao general manager.

Taobao's heart selection focuses on "Home + life department store + travel boutique".

Products cover all aspects of household life, from kitchen utensils, storage items, bedding sets, cleaning supplies to luggage, stationery, gifts, etc.

Taobao has more than 570 million monthly users and 630 million mobile terminals.

Over the past 15 years, Taobao has accumulated huge amounts of consumer big data.

Therefore, Taobao's heart election can be selected according to the omni-directional big data labels.

The selected products are consumers' favorite "exploding products" in the region.

It is reported that Taobao core online platform also started operation at the end of May 2017.

Since its launch, nearly 100 million users have visited Taobao's heart, of which 2/3 is female, and half of them are married, mainly in the first and second tier cities.

From online to offline, Taobao's site selection strategy is basically tied to Ali's ecosystem.

So far, 8 stores have entered the scene of "Ali line", such as big RT mart, Yintai and Auchan, in the form of separate stores or shop outlets.

Taobao's heart election can be accelerated by the new retail force such as big RFA and Alibaba, and it can also enrich the product line to meet the needs of young customers.

With the "sanctuary" of the scenes under the Ali line, the landing pace of Taobao's heart election is obviously faster than that of the selected businesses such as millet products and NetEase.

On this basis, the site selection and store type of Taobao will be diversified in the future: large scale flagship store, medium-sized main brand image shop, mini heart beauty house, traveler of heart selection, heart selection agency, and retail chain store of airport and 3C digital.

In December 3, 2018, Taobao's heart election officially announced cooperation with Japanese industrial design master Fukazawa Naohito.

Fukazawa Naohito's set of minimalist "life molecule" products officially landed on Taobao's heart, including all online and offline channels.

This marks the opening of Taobao's "design driven" acceleration mode.

Fukazawa Naohito's participation will largely help Taobao's heart to encourage indigenous original design.

After a year, Taobao's heart chose to focus on the "axis" of the user, grinding out a set of energy platform "concentric system".

This system has been opened to designers, manufacturers and retailers, and the business behavior, marketing behavior and user cognition are all on the scene, online and data through data.

To put it simply, Taobao's choice is to manage matchmaking - data design and standardize the commercial value of the design, and manage the children to help designers link production and other supply chains.

This system breaks down the single production and supply system, which not only subverts the self operated ecology, but also extends to the industrial chain involving all links.

Through data empowerment, Taobao's heart election has realized the C2B2M mode, from designers to manufacturers, every chain can understand consumers better.

The value of Taobao's platform will continue to highlight.

On the one hand, Taobao's heart election should empower designers to make big and incremental markets, so as to avoid the bottleneck problem of ODM electric business.

Compared with manufacturers who have always emphasized their products from a big brand, Taobao's heart chose to dilute the manufacturers, emphasize the sense of design, and pay great attention to protecting the intellectual property rights of designers.

Cooperation with Fukazawa Naohito is only a microcosm of Taobao's ambition to accelerate its independent design.

In the future, it will work with more designers of different nationalities to create a "global design" and "made in China" home lifestyle brand.