Double 11 decisive battle new retail: Ali mobilize new players into the game

Double 11 decisive battle new retail: Ali mobilize new players into the game

Reporter Wang Zhouting from Guangzhou

The annual double 11 is approaching. Tianmao Shuang11 may usher in a landmark change as e-commerce companies such as Jingdong, Weifang and Suning Easy-to-buy compete for traffic for the upcoming carnival.

On October 19, Tianmao announced its 2018 double 11 game, saying that for the first time, Ali's digital economy will be full of all in, including the most competitive local life services will also join the double 11 promotion. "This year, Tianmao Shuang11 is a milestone for the overall transformation of mobile phone Tianmao and Tianmao, and the splendor has just begun," said Jingjie, president of Tianmao, at the launch meeting of Tianmao Shuang11 held in Beijing.

In the view of new retail expert Yunyangzi, Ali digital economy participated in Tianmao Shuang11 for the first time, upgraded Tianmao Shuang11 to Ali Shuang11. The deep embrace of entity retail in Ali system is a great transformation of Tianmao, and also a major change in its ability to empower brand companies to do the whole channel of O2 O.

Digital economy All in

Alibaba digital economy's first full All in is undoubtedly the biggest highlight of Tmall's double 11. According to Tianmao President Jingjie at the launch meeting of 2018 Tianmao Shuang11 held in Beijing, 2018 Tianmao Shuang11 is not only a carnival of the main e-commerce platform, but also a "grand parade" of Ali's digital ecology.

It is reported that Ali's electronic business platform plate Tmall, Taobao, the next line of business super silver, incredibly home, big run fat, for the first time to participate in Tmall double 11 local life service box, horse, hungry and word of mouth, Ali * leisure fish, flying pig, Youku, shrimp music, UC and other online applications, as well as Tmall international, Tmall overseas, speed. Selling, Lazada and other cross-border and overseas electronic business platforms will be concentrated in double 11.

These platforms include 180,000 brand merchants from all over the world and 200,000 brand stores in cities all over the world, covering almost all brands of daily consumption, involving nearly 100 boxes of fresh horse stores in 165 cities, more than 470 supermarkets, 62 stores and 50,000 shopping guides in 34 cities of Yintai Department Store. And this year's first full entry into Tmall's twin 11 is home to 41 stores in 27 cities across the country.

Compared with 2017, Tianmao Shuang11 has reached a new high in both brand size and number of offline stores. However, in the industry view, this is Tmall double 11 to further move towards "new retail". In fact, Shuang11 in the past year, all the main battlefields of e-commerce platforms are online, but in the past two years, Shuang11, Ali, Jingdong, Suning E-commerce platforms and other e-commerce platforms have begun to strengthen online and offline linkages. In 2018, in addition to Tianmao Shuang11 All in digital economy, online and offline become a common trend of e-commerce platform.

On October 17, Suning Easy-to-buy announced that this year's theme of Shuang11 is "Suning on the Street on the Internet". It launched Shuang11 pre-emptive shopping activities and shopping subsidies that can be collected and used online and offline. It will mobilize 10,000 stores across the country to participate. Suning, as an off-line start-up to transform e-commerce, will become the main battlefield of this double-11 offline event. Obviously, it wants to connect the online and offline channels through scenarios.

At the same time, Beijing East also launched the 2008 Beijing East Global Good Things Festival Launch Conference. It is reported that the resources of offline stores gathered by Shuang11 Beijing East include innovative formats such as Beijing East Home and Beijing East Convenience Store, as well as innovative stores cooperated with Lenovo, Five Star Electrical Appliances, TCL and many other brands. More partners such as bank outlets and operator stores.

From the frequent actions of the above e-commerce giants, Shuang11's war has spread from online to offline in all directions.

Ali's electricity supplier anxiety

In fact, since Ali put forward the new retail concept in 2016, it has invested in Suning, Yintai Commerce, Sanjiang Shopping, Bailian Group, Lianhua Supermarket and Zhenyuan Home in the past two years, and has also incubated in the field of fresh market to create the benchmark of new retail. It has become a new retail ecology that integrates offline and offline with self-operation and stock transformation as its main operation mode.

Therefore, Cao Lei, director of the Research Center for Electric Commerce, believes that Ali has been working on the commercial infrastructure of the digital economy. This year, Tianmao Shuang11, Ali's digital economy, more business participation is inevitable. "Double 11" is a great synergy. For Alibaba, it is also a good opportunity for running in and training. Different business, from different scenarios, to reach and serve more users, to influence more business.

Nevertheless, it is undeniable that in the 11th and 10th year of Tianmao Shuangyao, Tianmao's biggest pressure is how to continuously surprise customers and how to mobilize a wider range of consumer sentiment. In 2009, the turnover of Tianmao Shuang11 was 52 million yuan, 19.1 billion yuan in 2012, and 168.2 billion yuan in 2017. However, the growth rate of Tianmao Shuang11 was slowing down from 177% in 2010 to 39.4% in 2017.

On the other hand, Tencent, which has always cherished the idea of electronic commerce, is relying on smart retail. In 2017, it not only incorporated the two major e-commerce platforms of Jingdong and Materialism into its own camp, but also invested in Yonghui Supermarket, Carrefour, Bugao, Hailan Home and other off-line super-entities, as well as through "Capital + Materialism". The flow of investment forms a new retail confrontation with ALI.

In addition, Tencent, as the second largest shareholder, has become the biggest black horse. It has been listed successfully only three years after its establishment, with more than 300 million users and a market value of nearly 30 billion yuan. The success of Tencent also proves that there is an infinite potential downward market in the saturated business area.

How to break the situation, Cao Lei pointed out to TIME Weekly that Tianmao can develop in three directions: one is sinking, covering more cities in the three, four, five and six fronts; the other is globalization, moving from the Chinese market to the global market; the other is new retail, mainly online, towards integration of online and offline, "These are more to obtain." Users and means to get a bigger market are also the three directions that Tianmao has been expanding. This time, Shuang11, Tianmao launched Taobao in the countryside vigorously.

New player enters

Yunyangzi pointed out to TIME that one of the neglected key details of Ali's Shuang11 game was that on October 24, mobile phone Tianmao announced a comprehensive upgrade, which automatically aggregated the surrounding business circles, experience activities, store goods and consumers'rights and interests based on the user's geographical location to form a hub for online shopping and wisdom. Business district life, user scenario experience as one of the new retail city life applications.

This adjustment will make the mobile phone Tianmao become the entrance of Ali's new retail city life, and abandon the pure e-commerce model of Ali Shuang11 has a good impact on the real retail industry, at the same time, it will greatly boost its turnover.

Cao Lei predicts that Tianmao Shuang11 will exceed 200 billion yuan for the first time this year. In addition, other industry-wide e-commerce platforms, including Jingdong and Suning, will boost more than 300 billion yuan during Shuang11 period. "The annual growth of Shuang11 exponential level constantly verifies the fact that this year's peak will be the norm next year."

It is worth noting that when Ali seeks to change the mode of e-commerce, the whole domestic situation of e-commerce is also facing new changes:

With capital injection, community group buying has risen quietly, and today's headlines of constructing its huge flow in the sinking market are no longer satisfied with guiding Ali and Jingdong; Baidu, which has lost the era of mobile Internet, has released its will to return to the battlefield of e-commerce.

It is reported that from July to October, 2018, in about 100 days, the community group buying market has accumulated inflows of 2 billion yuan, and a large number of start-ups for fresh market e-commerce have emerged. Among them, investors include sequoia, IDG, GGV and other large capital. In addition, today's headline recently quietly launched a business called "value point" APP, and in late September when the headline launched the internal testing widget entrance, there was speculation that it was preparing for the business.

On October 30, a media source said that Baidu was secretly incubating a business project named "Baiyou Products". The powerful promoter of this project was Xianghailong, president of Baidu Search Company. The team members of Baiyou Products mainly came from Baidu Search's sales system. The platform will mainly focus on fresh electronic products and take a consumer rise. Class line. Subsequent Baidu earnings call conference, Baidu chairman and CEO Robin Li and CFO Yu Zhengjun mentioned that in the next fourth quarters, games, real estate and e-commerce will be Baidu's industry.

Yunyangzi told TIME Weekly that Ali's position in the business sector will not be shaken in the future, but in the field of e-commerce, there may be a "1 + N" pattern.

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