Year of the Rabbit New Retail Crazy offline mergers and acquisitions with Alibaba 5.4 billion stake in the home actually ended, but the past year to buy and buy may just be a larger acquisition of dog year of prologue.Only rough statistics about 2017 Alibaba and Tencent so far offline business investment, with a total investment of at least 1000 billion yuan.
Last year, Wuzhen Internet Conference during the Tencent's own family, Mr. Ma appears in the circle of friends in some unusual, revealing the smell of gunpowder Alibaba Tencent real business a series of shares, including Yonghui, backgammon, Hailan House, Wanda Commercial, Carrefour China, etc. Tencent's aggressive move in this unfamiliar field of offline retail has shown that the obvious result is to stimulate Ali, who has held high against the new retail routes, to speed up the pace of competition in the two stakes.
With this background, we can see that there are two trends that are likely to be the main line of retail development in this year. First, the transformation of offline scenarios will gradually infiltrate the transformation of goods, that is, from the consumption chain Downstream to the upstream supply side, or even close to the production side, showing concern from the C-side consumers to the attention of the B-side business trends; Second, Beijing and Shanghai two new retail tide will quickly sink to second and third tier cities, Because offline businesses have a layered nature, regional business ventures become potential, hot topics of negotiation as those that reach across the country compete for it.
From 'field' to 'goods'
Generally speaking, the development of e-commerce to today, the overall transaction volume in the total retail sales of social goods does not exceed 15%, 85% of the offline business holds a greater opportunity. Alibaba itself is to do the trade to see This is the case: E-commerce generates excessively high profits by efficiency, and now it is time to increase the efficiency of offline commerce and profit from it. Even if the profit margin may not be as high as that of e-commerce, the total amount of the dishes is large enough.
Tencent, which focuses on games and social networking, may be another plan. Tencent, a huge reservoir of online traffic, can drain Jingdong and Vipshop and also want to divert offline business in the future.
However, relying on the same thing.Tencent penetration offline retail this is not good at this area, one of the purposes is to counterbalance Ali's new retail expansion, at least on the negotiating table, these line subscript worth because of a well-matched investors into the water and rise A fully competitive market is thriving and active.
The so-called 'market' of the three elements of the new retail is the scene, which is essentially a channel.In the past year, Alibaba did most of the scene-based acquisition when it came to integrating offline mergers and acquisitions, such as access Alipay, sweep code, brush face, AR augmented reality and other technologies to make the traditional consumer sites more fun, so as to attract more offline passenger flow.
The transformation of the scene to the most rapid establishment of consumer awareness, but also the relative easiest part of the new technology implantation, covering the physical shopping can be done. The next step is to do more people around the line Intime, such as Intime, said Yintai Group CEO Chen Xiaodong said that after the privatization of Intime has been completed, the first step is to open up the online affiliate system with Alibaba, introduce exclusive parking spaces in parking lots, members 'star products, and members' exclusive discounts. After the supply chain to get through, but the department store is very hard, there are 50 million SKU. 'He said.
He once told First Financial News that offline developers need to get rid of the traditional way of thinking of real estate developers and retailers. Real estate developers value rents and return on investment. Retailers pay attention to the gross profit margin. This is all about traffic thinking. So now we see Transformation more reflected in the momentum to attract the passenger flow, but the deep new retail needs in the past do not touch the goods to re-understand the goods, breaking the existing industrial chain structure division of labor, to go upstream.
It's basically the hardest part of any internet company trying to do new retail because it means breaking the traditional supply chain model and bringing together online and offline inventory. SKU remained at about 4000, the traditional hypermarkets, shopping malls SKU to increase on the order of hundredfold, the goods co-ordinate it is very difficult.
Alibaba is trying to reshape the supply chain from the source of the supply chain, such as some time ago shares became a major shareholder of New Zealand Lanxun, which is in New Zealand and other overseas areas owned dairy ranch source .New Shi Lan Xin Yun, chairman of Sheng Wen Hao and Alibaba CEO Zhang Yong chat when the collision is the view that the new retail has no better runway, no good sports car will not work. High-quality content source (goods) is like the sports car, the consumer appeal will eventually Fall on the quality.
Similarly, the strict selection, koala factory shop, Taobao heart and other online platform to do is also penetrate the source of the supply chain because of the new retail, the Internet companies want more than in the store to increase the number of black technology, but through the supply The digitization of the chain changes the way the goods flow, obtaining the profits in this session.
From Beijing and Shanghai to the second and third line
Ali actually home into shares, marking the infiltration of new retail began to enter from the stores, department stores such high-frequency consumer areas into the low-frequency, re-experience the scene.Loading scenes puzzle has not been completed, the entire industry in 2018 will still be the main focus on the scene , Channel competition in. Any low-efficient, large-scale, and improve the quality of life-related scenarios are likely to be the new wave of this round of mergers and acquisitions.
Whether it is box horse, super species line shop path, or Ali, Tencent business district mergers and acquisitions, have begun to show the sinking channels, control of the omni-channel signs.In the national benchmark for the commercial entity investment, the second Third-tier cities, especially in Wuhan, Changsha, Chengdu, Xi'an, Fuzhou, these strong second-tier cities in the regional business leaders will become the object of competition.
Because offline retail has a strong regional attribute, the biggest difference between it and the electricity supplier is its limited service radius. Channels covering China such as RT-Mart, Wanda Plaza and Carrefour China are, after all, The more intensive and regional deep plowing will be a route that Ali and Tencent can not get around.
Overall, the new retail can now be said that the current is still in prelude, after the merger platter will be more in-depth integration. Box horse CEO Hou Yi, for example, the new retail bonus is far from coming, such as box Ma Dan 3 km range of users At present, the penetration rate is close to 30%, and there is still much room for infiltration in the future.