This Year, "Double 11" Tmall Pays More Attention To The Inspection Of The Results Of New Retail Projects.

According to the world clothing shoes and hats net,

The concept put forward 1st anniversary, coincides with "

"Consumption gluttonous node", this year Ali is no longer the only sales theory, but to take the consumer's eye to many new businesses.

In October 19th, Tmall announced the launch of the "double 11" global Carnival campaign, which means this year.

"Double 11" curtain opened.

Up to the second tier business district, down to the three or four line convenience store, there is a large number of domestic brands, there are a large number of international brands, all have been drawn to this consumption Carnival by Tmall.

It is worth noting that, compared to the persistent sales volume in previous years, this year's "double 11" Tmall pays more attention to the inspection of the results of the new retail project that has been paving the way for nearly a year.

No sales theory

From 2009's first "double 11" 50 million yuan sales to last year's 120 billion 700 million yuan single day sales record, people have become accustomed to Tmall's "double 11" constantly refreshing sales figures.

But for Tmall itself, this seems to be no longer a matter of great concern.

As Ma Yun, chairman of Alibaba group's board of directors, said last year's "double 11", "double 11" is no longer a sales figure. It hopes to promote the progress of all sectors in China through the "double 11".

And whether or not "double 11" has already achieved the effect of promoting the progress of all trades and professions, only from the initiative of Tmall in this year's "double 11" campaign, apart from pulling out 600 million yuan cash envelopes and promoting the sales promotion of domestic and foreign brands, more attention has been paid to the joint operation of many business circles, shopping malls and convenience stores, and it seems that a new training of new retailers will be launched.

According to Tmall, this year's "double 11" will have more than 140 thousand brands from all over the world to put 15 million products into the "double 11" ceremony. At the same time, there are over 1 million merchants at home and abroad to get through online and offline, nearly 10 intelligent stores, 60 retail outlets, 50 thousand gold medal stores, 4000 Tmall stores and 30 thousand village spots to provide services for consumers.

Not only that, in Beijing, Shanghai, Hangzhou, Guangzhou, Nanjing and other core business areas, will be in the "double 11" during the emergence of a number of brand flash stores with cool technology; Tmall will also joint brand merchants to the global line of offline consumers to distribute 100 billion yuan shopping allowance.

This is not the first time that Tmall has invited the offline retail format to participate in the "double 11". As early as 2015, Tmall has joined hands with Suning and other merchants to launch the "Wan Dian celebration" activities. Through fully opening up the online and offline businesses, the store will fully integrate with the online shopping mall for full channel promotion.

But for this year's preparations for Tmall, not only the number of offline outlets has exceeded one million, but the format has also extended from the only brand businesses to the entire business circle, and even many communities in the three or four line cities.

New retail accelerated run

For this year's Tmall's "double 11" game, a senior concern with the retail industry for a long time said that Tmall had previously shown the role of the platform in "double 11", and Tmall attracted more attention to its leading role this year through attracting brand businesses to participate in sales promotion.

Whether Tmall stores, smart stores or the community life plan are built around Ali's own resources, through the application of technology to promote deep cooperation in the business sector.

Such a practice will make the "double 11" activities more vigorous and more controllable.

Ali will show the performance of new retail sales during the "double 11" period, which is not unexpected. This fact can be seen from a series of layout of Ali after "6. 18".

In August 28th, Alibaba's retail outlet announced that the first Tmall shop in the service community was officially operated in Hangzhou.

The appearance of Tmall store indicates that Ali has infiltrated the new retail empowerment strategy into many "husband and wife shops" layout in the three or four line urban communities.

It is worth noting that from the Tmall's "double 11" strategy, the number of Tmall stores has reached 4000 in less than two months.

At the same time, Ali has recently been further enhancing its linkage with brand businesses.

At the end of August, Hai Lan's home and Ali signed a new retail strategic cooperation agreement. The two sides announced that the next store under the 5000 lines of Hai Lan's home will be upgraded to a smart store with the help of Ali resources.

According to the newly released "double 11" business participation, in this year's 10 smart stores participating in the "double 11" activities, brands involved in many industries, such as clothing, fast food, cosmetics, mobile phones, home decoration and so on, will change the experience of consumers from shopping guide shopping, shopping, picking, trying on, calculating and receiving.

Tmall said that such an approach would give data and technology more connotations to new retailers, thus helping to achieve global optimization of the business value chain.

Seeking stock activation

As a matter of fact, as one of Ali's main components of the retail core function, it does not mean that Tmall really does not value sales, but for Tmall, which has gathered around 200 thousand brands and has 500 million consumers, under the huge scale base, we should pay more attention to how to find the future increment.

Demographic dividend has faded, electricity supplier development has encountered traffic bottlenecks, similar problems have already reached consensus in the industry.

It is under this consensus that the new retail concept put forward by Ma Yun will cause such a huge response.

And for this year's new retail layout of the overall efforts of Ali, the annual "double 11" is the most appropriate test results.

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In a senior think tank and new retail columnist Ye Zhirong, although Ma Yun put forward a new retail concept at last year's cloud habitat conference, but because time is pressing, it is not enough for Ali to verify the effectiveness of the new retail business in the year, so after a year's paving, this year is really the first year of the new retail development.

The "double 11" can be said to be the most concentrated node of the electricity industry in the past year.

However, analysts also say that Ali has devoted all the new retail projects to the "double 11" activities, not only for the so-called test results, but also for the new retail trend.

The analysts believe that it is just like the brand launched by Taobao when the "star making" program was launched. Last year, the Internet red giant launched by the content power supplier also showed typical results to the outside world for the long term new retail concept.

For Ali's new retail development, the most obvious opportunity is still to revitalize the stock, that is, the need to attract more brands and traditional retailers closer to new retail.

For brands and traditional retailers, the best way to attract is to enjoy dividends.

Fight under the open line

During the "double 11" period, it is necessary to combine Tmall with traditional offline retail formats to create a dynamic business player.

A few days ago, Han Rui, vice president of Jingdong group, said that when it introduced this year's "double 11" strategy, it will cover more than 200 countries and regions in the world. The channels of activities should not only be online, but also include more than 160 Jingdong family and Jingdong stores, 200 near the mother and baby experience stores, more than 1700 service shops, more than 5000 home appliance stores, and more than 400 stores in the whole country, tens of thousands of stores in the cooperative brand business of the WAL-MART, and tens of thousands of convenience stores that connect to the treasurer's treasure.

Suning also said that this year, "double 11" suning.com will upgrade its gameplay, combining suning.com's online promotion with 30 cloud stores and 1000 easy to buy direct stores in the country to achieve zero time difference.

The empowerment and upgrading of offline retail formats has become a breakthrough for the electronic business platform to find traffic increments.

B2B, director of the China e-commerce research center and Zhang Zhouping, senior analyst of the cross-border electricity business department, seems to be faced with the bottleneck of online traffic dividends.

From the business format, we can see that the traditional business is constantly sinking.

Cao Lei, director of the China Electronic Commerce Research Center, has also indicated that the development of e-commerce has become normalized.

At the same time, he believes that online and offline joint promotions are not limited to sales, but more to collect consumer data, so that the platform can better help brand businesses to refine their products, find market demand points for precise marketing, and grasp the core users.

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