Regardless of sales, this year's "Double 11" focuses on testing new retail

　　According to Tmall, this year's "Double 11", more than 140,000 brands from around the world will invest 15 million products to join the "Double 11" ceremony; at the same time, more than 1 million merchants at home and abroad have achieved online and offline connectivity, with nearly 100,000 smart stores, 600,000 retail stores, 50,000 gold medal stores, 4,000 Tmall stores, and 30,000 village Taodians providing services to consumers. Not only that, in the core business districts of Beijing, Shanghai, Hangzhou, Guangzhou, Nanjing and other places, a number of brand pop-up stores with cool technology will emerge during the "Double 11" period; Tmall will also cooperate with brand owners to issue 10 billion yuan in shopping allowances to online and offline consumers around the world.

　　This is not the first time that Tmall has invited offline retail formats to participate in the " Double 11 ". As early as 2015, Tmall had joined hands with Suning and other merchants to launch the "Ten Thousand Stores Celebration" event. By fully connecting "online and offline", it fully integrates stores and online malls for omni-channel promotions. But in terms of Tmall's preparations this year, not only did the number of offline stores participated in exceeded one million, but the business format has also expanded from the only brand merchants to the entire business district, and even many community "husband and wife stores" arranged in third- and fourth-tier cities.

　　The new retail concept has been proposed for the first anniversary, which coincides with the "Double 11" consumption node. This year, Alibaba no longer only sells sales, but uses this to attract consumers' attention to many of its new businesses. On October 19, Tmall announced the launch of the "Double 11" global carnival pre-sale event, which means that the opening of Tmall's "Double 11" this year. From first- and second-tier business districts to third- and fourth-tier convenience stores, there are a number of domestic brands and a large number of international brands outside, all of which are attracted by Tmall to this consumer carnival. It is worth noting that compared with previous years' persistence in sales, this year's "Double 11" Tmall pays more attention to the inspection of the results of new retail projects that have laid the foundation for the past year.

　　Regarding the gameplay of Tmall's "Double 11" this year, a veteran who has been paying attention to the retail industry for a long time said that Tmall's previous " Double 11 " showed more of the role of the platform. By attracting brand merchants to participate in promotions, Tmall this year reflects its own leading role. Whether it is Tmall store, smart store or the community life plan built, it is centered on Alibaba's own resources and attracts traffic to the business segment of deep cooperation through increasing technology applications. Such practices will make the "Double 11" activities more intense and more controllable.

　　Alibaba has also been further enhancing its linkage with brand merchants recently. At the end of August, HaiLan Home and Alibaba signed a strategic cooperation agreement on new retail. Both parties announced that HaiLan Home's 5,000 offline stores will be fully upgraded to smart stores with the help of Alibaba's resources. Judging from the latest "Double 11" merchant participation, among the 100,000 smart stores participating in the "Double 11" event this year, the brands are involved across multiple industries such as clothing, fast-moving consumer goods, beauty, mobile phones, home decoration, etc., which will change the experience of consumers from shopping guides to shopping, selection, trial on, settlement, and receipt of goods. Tmall said that this approach will allow data and technology to give new retail more connotations, thus helping to achieve global optimization of the commercial value chain.

Recently, when introducing this year's " Double 11 " strategy, 　　Han Rui, vice president of JD Group, said that it will fully cover more than 200 countries and regions around the world. The activity channels are not only online, but also include more than 160 JD Home and JD Stores, nearly 200 JD Maternal and Child Experience Stores, more than 1,700 JD Help Service Stores, more than 5,000 JD Home Appliance Stores, as well as more than 400 Walmart stores across the country, nearly 1,000 stores of JD partner brand merchants, and hundreds of thousands of convenience stores connected to JD Storekeeper Bao. Suning also stated that this year's "Double 11" Suning.com will upgrade its gameplay, combining Suning.com's online promotion with 30 cloud stores and 1,000 Yigou direct stores across the country to achieve zero time difference in shopping.

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