"618" cat and dog battle suddenly upgraded a trial of a new retail model.

　　As early as 2012, Tmall announced that it would recreate the "618 Carnival" in addition to the " Double 11 " promotion. This was also regarded as a positive challenge with the JD store's anniversary, but the response at that time was far less intense than today. In the industry's view, the current e-commerce industry has truly reached a new competition point.

　　To a certain extent, this year's mid-year promotion is not only the first head-on confrontation between Alibaba and JD.com this year, but also the first official test of China's "new retail". This is the background of the escalation of the "618" Tmall JD.com battle situation this year.

Specifically, since Alibaba first proposed the concept of " new retail " 　　in October 2016 , it has made a lot of investment and attempts in reconstructing people, goods, and places, and comprehensively opening up commodity membership services. Faced with this fourth retail revolution without textbooks and no previous experience to refer to, they urgently need practice to practice and verify their own theories.

　　Therefore, while JD.com announced the launch of "618" in full swing, Tmall changed its brand slogan from the original "I bought it on Tmall" to "Ideal Life on Tmall". Behind the seemingly simple text changes is the leap from traditional retail to the new retail era.

　　Tmall hopes to change the original low-price impression of e-commerce, and quality and personality will become the mainstream of new e-commerce , which is also interpreted by the outside world as Alibaba's new model of home drilling with JD.com.

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