How to transform? Alibaba Zhang Yong secretly discusses new retail with 54 international big-name CEOs

　　How to do new retail? How to transform business? This is something that brands around the world care about. On June 13, Alibaba CEO Zhang Yong told the helmsman of 54 global leading brands at the Tmall closed-door meeting that Tmall will reconstruct new retail from four aspects: supply chain, full sales channel, brand marketing and user connection, online and offline. Behind the reconstruction is Alibaba's dataization of five core business elements: customer flow, goods, orders, payments and members.

　　Digitalization runs through all consumption scenarios

　　Zhang Yong said that Alibaba Group will take Tmall as its main base to help brands and even the entire business to reconstruct four aspects: supply chain, full sales channel, brand marketing and user connection, and omnichannel, realize the digitalization of the entire chain from customer, logistics, payment and other links, and generate chemical reactions from reconstruction.

　　In helping brands reconstruct the full sales channels, it includes Tmall supermarkets for first-tier cities, retail and village pavilions for capillary penetration channels such as urban communities and rural areas, as well as multiple channels for overseas markets such as AliExpress, Tmall International and LAZADA.

　　It is reported that on June 12, Tmall officially announced the implementation of Tmall's overseas project, gradually promoting the Tmall model to the retail network established by Alibaba in Southeast Asia. On the one hand, selling merchants' goods to all parts of the world, and on the other hand, the Tmall supermarket model will also gradually expand to overseas markets with Hong Kong as a springboard. This will also effectively solve the various pain points of brand owners expanding overseas markets themselves.

　　Cao Lei, director of the China E-Commerce Research Center, told Beijing Business Daily reporters that under the Internet trend, the development of retail business is becoming more and more open, and the omni-channel opening proposed by Alibaba will promote the opening and output of brands, and Alibaba's internal resources and various platforms will also become the infrastructure of the entire industry.

　　Five major pillars of digitalization

　　Zhang Yong said that behind the reconstruction is the digitization of five core business elements: customer flow, goods, orders, payments and members, which are also the five pillars of digitalization. New retail is the reconstruction of modern commercial people, goods and places driven by big data. "If the digitalization of basic commercial elements is not completed, there is no way to start the reconstruction." Zhang Yong emphasized.

　　The massive data, intelligent algorithms of the Tmall ecosystem platform, and the construction of many consumer media content communities will help brand operations and consumer relationships form a closed loop in the full link and full cycle behavior. When consumers leave consumption data on the Tmall platform at different stages from purchasing products on the platform, placing orders, and then repeating purchases, they will help brand merchants better achieve a wide range of faces. At the same time, after Tmall’s online consumption data and offline retail stores are connected, it will bring a broader imagination space to the industry.

　　Industry experts say that big data is the foundation for opening up the entire chain, and the significance of data connection will not be limited to Alibaba Group. Dataization will promote the development of industry standardization, and users, brands, tools, platforms and even capital will be continuously iterated and upgraded, and outputted. The data from online to offline is also required for the development of the retail market, providing more imagination space for industry development, and the value brought by consumption will be expanded.

　　Zhang Yong said that e-commerce currently accounts for 15% of the total retail sales of social goods, but in the future, e-commerce will not simply account for 20% or 30%, but will need to digitalize 100% of its business from the perspective of customers and the global market.

　　2017 is the first year of new retail

　　2017 is called the first year of new retail, and Alibaba has also begun to conduct new retail implementation experiments, such as Alibaba and Bailian, Alibaba and Intime. In the view of industry insiders, the concept of new retail is difficult to unify. Zhang Yong said, "New retail is created by people, and Alibaba is now on this road." New retail is the reconstruction of all production factors based on the Internet, and it is a process of reconstructing the three core commercial elements of "people, goods, and places".

　　Technology, data and other factors are all serving new retail. In addition to providing platform members with many rights and interests, Tmall will also use big data to output intelligent member operation services to brand owners, open up a variety of online and offline consumption scenarios, and constantly explore the transformation of new retail. Alibaba is also sharing a series of solutions with brand owners and continuously enriching new retail. At present, Zhang Yong uses the "four reconstructions and five pillars" to further interpret new retail, which may become a new layout direction for e-commerce.

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