Today, Alibaba CEO Zhang Yong said at the 2017 Investors Day conference that Alibaba’s GMV will reach US$1 trillion (6 trillion yuan) in 2020. And in this, the new retail strategy will inevitably play a decisive role. In his opening speech, Zhang Yong said that driven by the new retail strategy, Tmall has become completely different from the past and has also begun the road of transformation.
"New retail is a new strategic vision and plan made by Alibaba for the future. It is a big data-driven online and offline integration, and the digitalization of the core elements of retail." It is understood that Alibaba's current four major sectors, core e-commerce, local services, digital media entertainment and data technology, have also formed synergistic effects under data-driven. Previously, Zhang Yong had interpreted the future of new retail at the 2016 New Online Business Summit. He believes that e-commerce retail is no longer an era where offline products and some of the operating capabilities of offline companies can burst out amazing energy by putting them online.
The core of moving towards new retail is to develop the reconstruction of consumer insights from commodity-centric to content-centric consumer insights, triggering the reconstruction between organizations within enterprises and functions, and making full use of the power of new retail in the Internet. Today, Zhang Yong also said that from manufacturing connection to redefining retail, Tmall has achieved reconstruction, including brand marketing and user connection reconstruction, channel reconstruction, supply chain reconstruction, and online and offline business formats. On May 23 this year, Tmall announced a brand upgrade, and the brand slogan changed from "I bought it on Tmall" to "Ideal Life on Tmall". This move was praised by industry insiders, which marked Tmall's leap from traditional retail to the new retail era. Tmall said that Tmall has currently covered most domestic brands, as well as more than 12,000 international brands, 180,000 well-known brands, and 89,000 flagship stores. As of March 2017, nearly 80% of Forbes' most valuable consumer brands have settled on Tmall.
It is worth mentioning that Alibaba Group CFO Wu Wei said in his speech today that compared with annual active buyers, annual active customers have become an indicator to more accurately measure the value of Alibaba's retail platform and are also a core indicator that is more in line with the current Internet development trend. According to Wu Wei, the business scenarios provided by Alibaba for merchants and consumers are no longer limited to the retail platform itself, but an ideal living community. From online markets, local services to large entertainment, users' consumption behavior on Alibaba platform includes both physical consumption and service consumption, as well as cultural and entertainment consumption.
“因此，年度活跃消费者（annual active customer）是更为贴切的指标。”事实上，之所以把年度活跃消费者指数作为一个重要指标来看待，其实跟消费者停留时长的价值有关。有数据显示，消费者在阿里巴巴上的时间越长，在平台上下单的可能性和购买的品类就越多，支出也会有显著提升。而根据阿里巴巴上个月披露的2017财年第四财季业绩显示，2017财年第四财季，移动电商平台贡献了中国零售平台季度收入的85%，中国零售平台年度活跃买家增至4.54亿，移动端月度活跃用户高达5.07亿。此外，武卫表示，对阿里巴巴来说，收入不仅来自于在线市场本身，更来自于消费者运营——帮助商家和品牌获得、运营、留存消费者。因此，线上市场收入（Online Marketing Revenue）将升级为客户管理收入（Customer Management Revenue）。内容经济方面，在淘宝天猫等平台也呈现出向好的势头。
Wu Wei gave an example saying that the number of times consumers share their purchases increased by 80% year-on-year, while content-driven product details page browsing increased by 140% year-on-year.
Wu Wei also said that in the future, the e-commerce sector will still be Alibaba's core mature business for generating cash flow. AliExpress and Alibaba Cloud are new growth forces; internationalization, rural areas, digital media and entertainment, and uni-marketing are incubation businesses; innovative projects include DingTalk, artificial intelligence, Internet of Things (IOT), Gaode, etc. It is reported that Alibaba's annual revenue in fiscal 2017 was RMB 158.273 billion, a significant increase of 56% year-on-year. Alibaba's revenue guidance range for fiscal year 2018 will be 45% to 49%, while Alibaba's long-term goal is to serve 2 billion global consumers by 2036.
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