After "Double 11", Ali Submitted The IPO Prospectus To Hong Kong, Chiang Fan, Explaining The Three Trends Of New Consumption.

In November, for Alibaba, double 11 and Hong Kong listing are undoubtedly the two major annual nodes. The current double 11 final transaction amount of 268 billion 400 million yuan, this figure can be said for the next roadshow, ushered in a good start.

On the night of November 13th, Alibaba group (NYSE Code: BABA) submitted a preliminary prospectus on the Hongkong stock exchange website, officially confirming Hongkong IPO. The company plans to issue 500 million new shares of common stock through the global market and will be listed on the main board of the stock exchange of Hongkong.

As the most important trading platform of Alibaba, what is the future space of Tmall? On the afternoon of November 11th, Jiang Fan, President of Tmall and Taobao, told an economic reporter in twenty-first Century that Taobao hopes to change the way of life and work style of Chinese people. Many young people start their businesses and create many new jobs and bring more fun. "Tmall and Taobao are two brands, and they blend in with each other. Tmall represents an organized and systematic ecosystem of business operation, and we are promoting brand upgrading. In his view, the relationship between the two businesses is very close. The trend of new consumption in the future will be a comprehensive concept composed of new users, new supply and new scenes.

In response to the double 11, Ma Yun, the president of Zhejiang Merchants Association, responded to the Zhejiang businessmen Conference on 13, saying: "double 11 is not the success of Ali, it is the success of China's domestic demand, and the data is not false. China's domestic demand today has given us a lot of confidence and all this has just started. "

According to the prospectus, Alibaba will start a week's roadshow in November 13th, raising the amount of $15 billion, and began trading in November 25th. CITIC investment research report pointed out that in the context of the gradual decline of the demographic dividend, Alibaba's core business still has room for growth. In the future, it will be optimistic about the per capita GMV and monetization rate of the platform. From the perspective of the entire electricity supplier industry, access to low - line urban users is still the main theme of the coming year.

The change of supply chain

Under the external "Internet cold winter" argument, this year's "double 11" electricity supplier has greatly promoted the consumption power, which is still shocking. However, the release of consumers' enthusiasm is no longer restricted to blindly follow the discount and tail cargo. Instead, they are more efficient in docking the ends of supply and demand through the Internet. Under the trend of consumption upgrading, the supply chain of traditional manufacturing industry is also changing.

Ma Yun also suggested that in the future, we should vigorously develop modern finance and establish a new financial system for the future. In addition, if we want to really develop the modern service industry, we can really promote the development of the manufacturing industry. Therefore, from the perspective of the development of e-commerce in recent two years, whether it is a lot of products, strict selection or Juhuasuan, is trying to change the industrial chain with the new mode. New consumption profoundly reconstructs people, goods and markets, driving unprecedented commercial digital transformation.

"The number of users participating in Tmall's double 11 this year is more than 100 million higher than that of last year. New consumption has diversified supply, content oriented community-based new consumption scenarios, mobilized the most extensive consumer participation, and successfully served more people. In the past two years, Taobao has added 226 million months of active users, most of which come from the sinking market. Jiang Fan further stressed that it is precisely because of the provision of more and better new products and new brands that the needs of users are more diversified.

Public data show that during the 2019 double Tmall 11, more than 1 million new products were launched, and more than 299 brands were included in the "billion club". Apart from Estee Lauder, apple, Lining, Bosideng's international brands and brands, they also included the perfect diary, HomeFacialPro and other Internet native brands from Taobao Tmall platform. The potential of cross border shopping can not be underestimated. This year, Tmall international imports 120 thousand new products, and the new brands are more than 300% year-on-year.

In addition, some vertical categories of electricity providers such as Austrian buyers, local life, daily excellence and so on are also looking for breakthroughs from the source of supply. At present, the Austrian buyer's global purchase business covers the global purchase, double line purchase and retail and supply chain service platform, involving B2B, B2C, covering nearly 100 thousand overseas commodities, including overseas mothers and infants, beauty dressing, clothing bags, food drinks, home department stores and so on, covering more than 50 countries and regions, such as Europe, the United States, Australia, Japan and Korea.

Liu Liping, President of the Austrian buyers group, said in an interview with the economic news reporters in twenty-first Century that the conversion rate of the digital marketing applied to offline scenes under the online big data is much higher than that of the traditional retail scenes. "The operation cost of goods is greatly reduced. With the online platform + physical store shopping process full scene, the first time can satisfy the consumer demand of the shop users."

It can be said that in the new consumption scenario, the rich and better shopping experience that users get is also feeding back to the brand businesses, bringing them greater growth opportunities. Tmall double 11 period, 1167 Tmall flagship store 2 core pilot business, consumers in the same store last year over 50%, double 11 the same day to buy Pen conversion rate, up from last year, more than 20%.

Consumer bonus to be released

Although Tmall double 11 came to an end, waiting for Alibaba is a test for Hongkong investors. According to media reports, Alibaba plans to accept investors' subscription in November 15th and complete the pricing in November 20th. At present, trading platforms such as tiger securities and Fu Road Securities have opened up new channels.

The international analysis report of Anxin believes that Alibaba, as a big Mac in the electricity supplier industry, is actively diversifying its business on the basis of focusing on the retail core business in the case of the gradual decline of the demographic dividend, so as to increase user stickiness and reduce the cost of acquiring customers. In addition, the company's new business cloud computing continues to grow strongly, and on the basis of constantly consolidating the electricity supplier, we will deepen the industrial Internet.

From the 2019 fiscal year income ratio, the core business accounted for the largest proportion of electricity business, accounting for 86%. But the proportion of income has been decreasing, and it has dropped from 2014 of 95% to 86% in 2019. The income of the other three sectors is increasing gradually, such as that of the cloud computing sector, from 1% of 2014 to 7% in 2019.

As the largest electricity supplier platform in China, the GMV of Taobao + Tmall in fiscal year 2019 is 57270 billion yuan, accounting for 61% of China's online retail business. Dividends in this area are still waiting to be excavated. According to a recent report released by AI media, global retail sales reached 27 trillion and 730 billion US dollars in 2018, and the total retail sales of consumer goods in China increased to 38 trillion and 100 billion yuan, and 2020 is expected to exceed 40 trillion yuan. With the development of emerging technologies, the entire consumer industry has entered a new retail stage.

Jiang Fan believes that many new sales methods and new user experience have brought fresh vitality. For example, live broadcast, this year's comprehensive application to double 11, Tmall has one hundred thousand brands business live through the way, interact with consumers, and several ten brands through live broadcast, in double 11 period to achieve the transaction of billions of dollars. "This is very different from before, new sales methods, new user experience."

He interpreted the trend of new consumption as an integrated concept of new users, new supply and new scenes. The new consumer groups include: new business groups from the sinking market, and new user groups that have risen tens of millions in the past year - after 95 and after 00.

In many industries, digitalization fills the information gap between different regions and urban and rural areas. Consumers in the three or four tier cities and villages can also get the same consumption experience as the metropolitan population. Jiang Fan further revealed that over the past two years, more than 70% of Taobao Tmall's new subscribers came from the sinking market. At the same time, the Amoy platform is attracting 95 young and middle-aged users over the age of 45.

It is foreseeable that the huge domestic demand released by Chinese consumers will also increase Alibaba's IPO to Hong Kong. Ma Yun also said with great confidence that the international market believed that the growth rate of double eleven sales data was 20%, but in fact, the data reached 25.7%. "Double eleven is not the success of Ali, it is the success of China's domestic demand." Whether new consumption can win back to Hongkong investors is worth watching.