"New retail has arrived, pure e-commerce will die, and the change is beyond imagination." In 2016, when Jack Ma proposed new retail, it did not cause much fluctuation. The e-commerce concept that lasted for 10 years was gone? Most people are skeptical. But after two years, Alibaba's various layouts have made people increasingly believe that new retail may eventually be the future of e-commerce!
The beginning battle: Hema Fresh
In 2015, Hema Fresh was secretly developed in Shanghai. Founder Hou Yi is a native of Shanghai. When he learned that Alibaba CEO Zhang Yong wanted to explore a new retail model that integrates online and offline, as a veteran foodie and programmer with 20 years of logistics experience, Hou Yi felt that he could start with the fresh food category. Fresh food is the hardest bone for e-commerce. They talked non-stop for three months and promoted the formulation of several key directions that affect Hema's future - online orders must be more than offline, and 30 minutes of cold chain delivery, so they must make profits.
In the next six months, Zhang Yong often met with Hou Yi, meeting once or twice a month on average, to discuss the progress of the project in depth and adjust development strategies. As the two people collided many times, Hema's development standards became clearer and clearer. The two numbers of 3 kilometers and 30 minutes have also been carefully calculated.
When this secret project was first started, it was just a store. For Alibaba, it was just a test field, so even the insiders of Alibaba did not know that this "supermarket" was a specific model of new retail, because new retail had not been born at that time. An Alibaba executive told us: "Ali has been doing this a long time ago, but it was not until recently summarized as new retail."
Currently, Hema Fresh has opened more than 30 stores in more than 10 cities across the country, forming a new model of "supermarket + catering + e-commerce + logistics", subverting the "people, goods, and goods" model of the traditional retail industry, and is a major impact of Internet thinking on the traditional industry.
Hema has also gradually entered the public's vision as a model of "new retail" concreteization, quietly changing the public's consumption habits and lifestyles.
Pointing to the offline, multi-line layout
However, it is far from enough to take on Hema alone to carry the banner of new retail. CCTV Finance asked during an exclusive conversation with Jack Ma: "Can it be considered that the rise of new retail is no longer effective in the next three to five years, will the concept of e-commerce still exist?"
"Of course not. E-commerce will still have rapid growth in the next three to five years, but what should I do in five years? Another thing is that even if we do it well ourselves, what should I do if other offline retail in the industry collapse? I think our retail sales can now account for 13% or 14% of the country. However, when new retail is approaching, the remaining 80% and 90% of the country's enterprises also need to make progress together. Traditional retail does not pass new technologies and new innovations. I think there is no future. Only by helping those companies become new retail, I think this is our starting point."
This is true. Alibaba has made several major investments in the past five years.
In 2013, Alibaba invested HK$1.857 billion in Haier Electric's Ririshun Logistics and jointly established a joint venture. Alibaba acquired 2% of Haier Electric's shares and 9.9% of its Ririshun shares.
In 2014, Alibaba's strategic investment in Intime for HK$5.37 billion could only be classified as a new retail layout - the statement at that time was still O2O.
In August 2015, Alibaba invested about 28.3 billion yuan to acquire 19.99% of Suning Yunshang's shares, becoming the largest transaction to be the new retail layout so far, which also shows Alibaba's determination to plan for new retail.
In November 2016, Alibaba purchased another 32% of Sanjiang Shopping's shares for 2.15 billion yuan. Alibaba launched the privatization of Intime in January this year, and this transaction means that Alibaba will spend nearly 10 billion to achieve its holdings in Intime.
In February 2017, after eight months of negotiations with Bailian, Alibaba announced strategic cooperation, and another traditional retail giant joined Alibaba's camp.
In February 2018, Alibaba invested 5.453 billion yuan in Beijing Juran Home to reach a strategic cooperation in new retail. This is also the largest investment in the country at the beginning of the year.
In April 2018, Alibaba acquired Ele.me for US$9.5 billion and included it in its reputation business. The takeaway business has become an important entrance to the local life structure.
Looking at the investment business in recent years, Alibaba's new retail has been getting faster and faster, and the calls for the integrated development of online and offline are becoming increasingly strong. Ten years ago, Jack Ma also told the retail industry that physical retail would be hit hard in the future, but no one believed it at the time. Today, most people have begun to accept this concept, which also indicates that new retail will slowly replace e-commerce and become the mainstream of future development!
Can't see the situation clearly, you can only be eliminated
In this era full of variables, you never know who your next opponent is?
While Nokia and Motorola are still complacent about quality, Apple has changed the entire era;
Mobile and China Unicom are still competing with each other and cannot get in touch with each other, Tencent has already made a move to seize the opportunity;
While Master Kong and Jinmailang were still vigorously promoting, Meituan and Ele.me had already put them on the verge of a market plunge.
There are too many such examples. The model that I think is excellent now seems fragile in the face of the times. Today, pure e-commerce may still have a possibility of growth, but what will happen in a few years? If you don’t see the situation clearly now, it’s too late to wait until you want to save it! How to seize the opportunity and seize the opportunity of traffic in this era?
On July 26 and 27, Laogao E-commerce Club will hold an e-commerce 1,000-person summit in Hangzhou. At that time, we will invite five Alibaba executives, namely Tmall President Jingjie, Alibaba Vice President Xiao Lihua, Tmall International General Manager Aowen, the head of AliExpress, and the head of Alibaba Platform Governance Department.
The Tmall President personally discusses the development of new retail with you. I believe you will gain a lot. You should not miss this summit! ! !
Registration entrance:
Click to register to apply to join the well-known domestic e-commerce network - Laogao E-commerce Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!
,
EN
CN
