Suspended for a week of Gao Xin retail with a tender offer notice to resume trading in the early morning of the 20th, but also for long-rumored 'Ali shares RT-Mart' nailed up after the acquisition of this complex equity, Alibaba will be about 224 billion Hong Kong dollars Consideration 36.16% stake in the retail Xin enjoy.
Triggered a series of questions as a result of this transaction, whether the box-horse model will be exported to 446 Auchan and RT-Mart's new retail framework in the whole country is formed or whether it will further enter the retail market Financial reporter interviewed a veteran of the retail industry learned that competition for offline retail scene, Ali faces Yonghui competition.
'Buy land' when
Before the listing, Ruixin Group (which owns RT-Mart, Husky and many more) and Juxin, a joint venture established by Auchan (Auchan was 51% owned by the joint venture company at that time), possessed a rather complicated shareholding structure, Holds 59.16% stake in the retail of the high-Xin, and Auchan and Run Tai Group each directly hold a certain proportion of the retail shares of the high-Xin.
The transaction was signed by Alibaba, Auchan Retail SA and Runtai Group, which disclosed that Taobao plans to acquire a 19.9% stake in Kyrgyzstan, a shareholder of Kofu and CGC, in a bid of HK $ 6,293 million. At the same time, Taobao plans to 16.131 billion Hong Kong dollars direct acquisition of 26.02% stake in retail Gao Xin Auchan also increased shareholding in the retail Xin.
After the completion of the transaction, the shareholdings of Auchan Retail, Alibaba and Runtai Group in Gao Xin Retail will be changed to 36.18%, 36.16% and 4.67% respectively. Taobao and Jixin are presumed to be acting in concert. The ratio should be sufficient to ensure that Alibaba will digitally remodel Auchan and RT-Mart, supermarkets of Gaoxin Retail, which is also the core purpose of Alibaba's new retail.
In contrast, Intime can be described as the starting point for Ali to test the water retail, after Suning, Bailian, Sanjiang shopping, Xinhua and other retail Ali became one of the new equity partners in May this year, to 198 billion Hong Kong dollar completed Hong Kong stocks Intime commercial privatization and delivery.According to Intime latest data, this year's double 11, the 51 Intime Mall passenger flow increased 59%, sales increased 54%.
RT-Mart, Auchan and other future will become the next Intime, be privatized? At present to see this possibility is not, for Ali, it valued not the 'shell' of the hypermarket, but borrowed under the traditional retail scene Digital innovation.In a word, Ali wholly owned Intime Commercial, such as the new retail product of the closed beta, if the cooperation with Brilliance as the product of the open beta, shares of the high-Xin retail is equivalent to the formal launch of the product.
Therefore, the closed beta pay attention to the global controllable, the product on-line is required to reach a wide range of user groups. Ali frequently shares under the line of retail, in fact, 'buy a scene' is a retail three elements of people, goods, games in the ' Market. "At present, the domestic retail sales under the central line contribute more than 85%, Ali now seize only the leading position in the various formats, and then on the 'field' layout will continue to enter the Central Board stage.
But this process is also facing fierce peer competition, just as Suning valued Wanda and Evergrande large commercial district and property value, raising the latter's worth, the value of the country's core business district because Ali and competitors Grab a surge in the sky.A business in the country more than the core retail trade entrepreneurs on the first financial reporter said that in some second-tier cities, Boxer and Wing Fai compete for the same scene at the same time, the two sides in the penetration rate and commodities Supply chain has its own advantages.
Offline transformation just started
At present, Alibaba's new retail structure has been basically clear, the front end is the integration of a variety of retail formats, such as the general department store Intime, Bailian, Suning, supermarket formats Sanjiang shopping, RT-Mart, Auchan, Fresh, at the same time have innovative format box horse; backend mainly logistics network, information systems and other infrastructure structures, such as Rover Coordinate tact and Baishi Huitong, and Suning logistics, warehouse cooperation fast warehousing, .
This round of acquisition the next question is Ali how to transform Auchan and RT-Mart? In view of the Ali stock before the acquisition of Sanjiang (Zhejiang), has been using box-horse model of Sanjiang has been transformed, so people will naturally box-horse model of Auchan, RT- Interested in the output.
RT-Mart and Auchan store properties and Intime's department store style is not the same, integration ideas may be very different.Intell Group CEO Chen Xiaodong told reporters that the first thing after Intime was privatized Ali is to open up the membership system of both parties, try online and offline Equity sharing.
At present to see a more viable option is to use box horse thinking to transform Auchan and RT-Mart, not copying the box horse mode, not only because the box horse single store area and huge difference between the mall. Procurement and supply chain, the back end to seize the payment and logistics (delivery to home) these two exports, control one after the other, the whole process of data-driven decision-making, technology is just a tool to achieve this process.As seafood food, online orders Etc., all belong to the appearance of traffic.
Retail new species
Payments, whenever Ali shares under the line retailers, the access Alipay generally landing the first move, which is more than the reorganization of the goods, the transformation of the site easier. Digital payment is the source of access to user data, Alipay can be described as The shortest route to digitize offline traffic.
In terms of logistics, Alibaba Group recently redefined the role of the latter when it made the latest capital injection into the network of rookies. In addition to the traditional e-commerce package, offline distribution around new retail businesses has become a very important part of rookie. Box horse mature stores now have 70% of the transaction volume from the online, the future format of supermarkets is also likely to appear rookie figure, rookie is not a courier, but the flow of goods data, which control the online export of goods .
Looking back to the commodity side, if we can exercise greater control over the supply chain in the supermarket format, we will have more say in the digital control of commodity categories and the overall gross profit margin, etc. Therefore, the digital transformation of RT-Mart and Auchan is likely to Around the supply chain, payment and logistics end of the head, the data will play a central role, and ultimately point to the user's shopping experience changes
From the current level of retail sales in Ali, is still in the primary pursuit of the scale of the primary stage, but want to go online and offline into a game of chess, the future is bound to enter the 'structural' transformation phase, that is, from the front 'field' into Back of the 'goods' .First financial reporter visited Shanghai Joy City and other shopping malls during the double 11 found that the new retail and more focused on the 'people' and 'field' in these two dimensions, whether scanning code payment, virtual test Makeup, or the identity of the guests into the store, etc., belong to the mall traffic, user experience, marketing dimension of innovation, did not go deeper into the 'goods' level.
Alibaba CEO Zhang Yong double 11 That night responded to the first financial reporter said that under the line need to get rid of the traditional thinking of real estate and retailers, real estate developers value rent and return on investment, retailers pay attention to gross margin, which are flow thinking, therefore The existing renovation is more reflected in the momentum to attract tourists, but deep new retail needs to allow those who do not touch the goods in the past to re-understand the goods, breaking the existing structure of the industrial chain division of labor to create more retail new species.
However, whether it is a hypermarket or a department store, the transformation of the old city is always more difficult than that of raising a high ground floor (such as the self-employed box horse), and the universal value resulting from the retail upgrade of the whole society in the future will also be greater.