Tmall Supermarket Upgrade Service Scenario: 300 Million Families In Two Years

Li Yonghe, President of Tmall supermarket business group, announced at the business conference that the service scene will be upgraded in an all-round way, covering 300 million family users within two years.

In order to achieve this goal, Tmall supermarket will continue to promote the integration of online and offline through new retail, which will bring large-scale growth to cooperative brands.

Online and offline channels

In November last year, Ali announced the establishment of a Tmall supermarket business group, integrating the original Tmall supermarket and Panxian business, and promoting cooperation with the partners in the big supermarkets and supermarkets in Ali's big ecosystem.

In this regard, "online Tmall supermarket + offline supermarket store" supermarket new retail mode.

The Tmall supermarket business was launched in 2007, and now covers the whole country. Commodity category covers food, Cereals, oils, digital electronics, skin care, mother and baby.

According to the data released by Tmall supermarket, its sales increased by 53 times in the past 6 years.

At the same time, Tmall supermarket has accumulated a large number of high-frequency repeat users.

For online retailers, competition is mainly centered around commodity category, price and logistics.

It is understood that the frequency of shopping on Tmall supermarket is nearly 1 times higher than the average level of the industry.

And Tao Xian Da business has access to many entities, such as big RT mart, Sanjiang, Xinhua capital, Wuhan Zhong Bai, etc.

Since the first line store was opened in March 2018, more than 600 stores have been set up to provide fresh daily services for more than 160 cities nationwide.

In a year, the number of active users has reached 12 million.

Li Yonghe said this year's goal is to reach 1600 stores by the end of the year, so as to realize the intensive coverage of the 300 core cities, so that more cities can enjoy their services.

At the same time, Tmall supermarket has a deep cooperation with the suppliers in the supply chain.

Therefore, Tmall supermarket as a whole has formed the ability of full coverage under the online and offline channels.

Through the continuous upgrading of new retail mode, the sales power of all channels and the digitalization ability of online and offline integration have helped brands bring about large-scale business growth and continuous acquisition of new users.

Covering the whole life scene

Li Yonghe also announced at the business conference that Tmall supermarket will upgrade its fresh business to "supermarket one hour" in early April.

At present, the "supermarket one hour" service is mainly provided by the offline merchants who access the Amoy business, covering 3 kilometers or 5 kilometers around the store.

With the expansion of Tmall supermarket business, it will cover and serve more users.

In this way, Tmall supermarket has formed a business model that covers all aspects of the user's daily life.

With the upgrading of service scene, the quality of commodity and the integration of online and offline digital operation will still be an important factor to ensure that Tmall supermarket can achieve the goal of covering 300 million family users within two years.

Li Yonghe stressed that Tmall supermarket's business growth mainly came from sustained and high quality commodity force.

After upgrading the service scenario, in addition to continuing to guarantee the full range of goods and price stability, we will continue to introduce localized and differentiated products into the Tmall supermarket and create a platform for the brand new product to meet the diversified needs of users.

In addition, online and offline integrated digital capabilities and specific marketing tools will enable Tmall supermarkets to more accurately perceive consumer needs, help brands acquire new users, and upgrade old customers to repeat purchases.