168.2 billion, the power of new retail behind Double 11

　　168.2 billion, the transaction volume of Tmall Double 11 in 2017 was finally frozen at this number. What set the record again, in addition to the amazing transaction volume, is also the comprehensive performance of new retail on Double 11.

Jack Ma proposed the concept of new retail　　for the first time at last year's Yunqi Conference . Alibaba promoted the transformation of the retail industry through a series of online and offline linkages and cooperation. 2017 is known as the first year of new retail, and new species such as Alibaba's Hema Fresh, Yonghui's super species and unmanned convenience stores have been launched one after another. This year's Double 11 is also regarded as a review ceremony for new retail.

　　Tmall plans to create new retail and realizes online and offline linkage carnival

　　According to Tmall data, more than 140,000 brands from around the world invested 15 million products to participate in Double 11 this year; at the same time, more than 1 million merchants at home and abroad joined Double 11, connecting online and offline, 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, during the "Double 11" period, a number of brand pop-up stores with cool technology emerged in core business districts in Beijing, Shanghai, Hangzhou, Guangzhou, Nanjing and other places; Tmall will also cooperate with brand owners to issue 10 billion yuan in shopping allowances to online and offline consumers around the world.

　　The most intuitive manifestation of new retail is that online data and offline data are connected, and consumers can also get online product information at any time when shopping; online orders can be picked up directly in the store; the prices of physical stores are getting smaller and smaller, and they can enjoy the same discount as online.

　　This year's Double 11 is a truly global online and offline linkage carnival. Alibaba CEO Zhang Yong said, "Double 11 no longer belongs to Alibaba, but has become a 'resonance' carnival for the entire society." Alibaba has effectively deployed 52 core business districts offline this year, covering many major cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Wuhan, Chongqing, Chengdu, etc., with a radius of more than 100 million people.

　　Brands take advantage of new retail, and Double 11 performance is more eye-catching

　　Relying on Alibaba's own resources, Tmall has actively cooperated with brands this year, spanning multiple industries such as clothing, beauty, fast-moving consumer goods, mobile phones, etc., and is committed to changing consumers' experience in shopping guides, shop shopping, try-ons, and settlement.

　　For example, if you place a "makeup magic mirror" in a cosmetics store, it can present a virtual effect of applying different lipsticks on your mouth; if you place a "shopping guide magic mirror" in a smart store of a clothing brand, the detailed information and matching effect of the clothes will be displayed on the large screen after scanning the code. These are the specific forms of new retail entering offline stores.

　　Fitting magic mirror

　　Men's clothing brand HaiLan Home has exceeded 400 million in one fell swoop this year, not only topped the "Tmall Men's Clothing" list, but also broke the record for men's clothing Double 11 transaction volume. The reason is that in addition to launching large-scale preferential conditions, HaiLan Home signed a new retail strategy with Tmall in August this year to transform the supply chain and infrastructure, and its 2,000 stores have transformed into smart stores, realizing the integration of online and offline.

　　Suning, which occupies the top 1 of the total transaction list of merchants on Double 11, achieved strategic cooperation with Tmall as early as 2015. Although there was no concept of new retail at that time, they had already begun to explore in this direction. In the first half of this year, Tmall and Suning jointly created the "418 Home Appliances 3C Carnival", with transaction volume increasing by 444% year-on-year. During Double 11, in addition to the Tmall big data list being launched in Suning stores, what is more in-depth is the cooperation between the two parties in the supply chain and direct source procurement. Under the new retail trend, deepening integration can further consolidate the dominant position of both parties in the digital home appliance industry.

　　While GMV has made new history again, a total of 167 brand merchants have joined Tmall’s Double 1.1 billion yuan club this year, and more and more brand merchants from all over the world have become participants and witnesses of Double 11. The pop-up stores, unmanned stores, convenience stores and other offline stores launched by Tmall, as well as the big data support provided by the platform to merchants, are all helping brands integrate into new retail. New empowerment has allowed the brand to start a new road to upgrading.

　　Nanjing Water Tour City-The Fairy's Pocket Tmall Smart Pop-up Store

This year's Double 11 is a resonance between online and offline, domestic and overseas. Alibaba has successfully shown the world that new retail　　that reconstructs offline "people, goods, and places" through data means is helping more brands to grow online and offline. (Source: Taobao University)

Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net

 Click to register to apply for the qualification to attend the Laogao e-commerce classroom. Laogao strongly invites e-commerce veterans to teach everyone step by step, increase their popularity and create a hot product, and occupy the first place in the category !