Ali's new retail project in the home industry will land in Hangzhou. It is expected to officially open on September 9 and is currently undergoing renovations.
??百乐宫网上游戏?? category becomes Ali's new retail favorite
According to the information obtained by the reporter, the store is called "??百乐宫网上游戏?? Times", and it is located in the home brand collection store with an area of 500-1000 square meters. It is to be a small and beautiful IKEA. All brands are mainly from the Ali platform. the Lord.
"Era is led by Ali Retail + Project. From the early stage of strategic consulting and solutions to the integration of brands and service providers, Ali is deeply involved." People close to the project revealed.
It is understood that there will not only be offline stores in the era of the family, but also independent APPs and micro-malls. Offline stores will be equipped with large screens, VR, etc., to connect online and offline to achieve the same price online and offline.
Hangzhou Shun Shang is the main management and implementation body of the project. It is understood that Shun Shang is a newly established company for this project, and it was officially registered in March this year. The company's background is a brick-and-mortar retail business that has been operating in clothing, catering and other industries for many years, and wants to transform new retail.
Ali Retail + is an important practitioner of Ali's new retail strategy. It was officially launched in September last year. The main goal is to help Ali's online brands land and expand their omni-channel business. At the same time, it will help the offline retail channel transformation so that it has the ability of online digital operation management and drainage.
According to Ali, the retail + platform not only manages the transaction channels of offline stores, but also connects with different consumer channels such as online Taobao corporate stores and own APPs, and finally realizes online and offline omnichannel membership data. management.
At present, the brands that are settled on the retail + platform include Akka, Fischer, Inman, Afu Essential Oil, Fairy Pocket, Human, and Baojiajie. Among them, the home furnishing brands can be found in Dream ??百乐宫网上游戏??, Kangerxin ??百乐宫网上游戏?? Textile, and large furniture brands See specific brands. The projects that have already landed are plain type, life anthology, Joy buy, mystery show, etc., mainly clothing.
Among them, the life collection is the first new retail home project jointly created by Ali and Intime. It opened at the Wulin Intime Headquarters in Hangzhou at the end of last year, with a total area of 1,200 square meters. It integrates 24 brands on Taobao. The display area and the product selection area are similar to IKEA. There are several model rooms in the living room, bedroom, children's room, bathroom, kitchen and study. The product selection area displays different brands according to the specific usage scenarios of the living room, kitchen, and bedroom. And different categories of goods.
Every product in the life collection has a QR code, and the online and offline product information and price can be realized through scanning the code.
The reporter learned that the newly-launched home era is Ali retail + invited third-party retail channels. After trials at its own Intime, Ali is opening up new retail landings in the home category.
Ali has more than one means to dig home this mine
The category of home building materials is the incomplete development land and hope field left by Ali and JD.com.
On the one hand, when the overall traffic hits the ceiling, the high unit price of household items has a fatal temptation to platforms that need scale; on the other hand, Internet users gradually enter home life, and consumption shifts from clothing to household products, but pure The e-commerce model obviously cannot meet the user's experience requirements for household products.
For this reason, the home category is known by industry insiders as the most suitable testing ground for new retail. JD.com and Ali are also secretly experimenting with suitable solutions.
In addition to the retail + platform approach, Tmall Electric's ??百乐宫网上游戏?? Furnishing Division is also focusing on home scenes, cooperating with various single product brands and offline home retail scenes to form alliances to meet users' overall integrated solution needs. For example, Midea's home appliances and Huari furniture are put into one plan, and they are displayed and sold in B & Q as a whole.
According to previous Tmall ??百乐宫网上游戏??, this alliance is already in operation, and probably will see many new offline stores in August.
The reporter learned that TaTa wooden doors are integrating offline with some home appliance brands. The buyer ’s electricity, the wooden door, or the scenery wall are completely separated. When users see the background wall, they can only imagine what kind of TV is appropriate with their brains, and there is no field that intuitively feels. Nowadays, home appliances and home furnishings are integrated in an offline scene and become a unified match, matching to a space with a home scene. When users enter this environment, they will consult the entire space for how much.
This package is the same as the current home furnishings, and is priced in square meters. In 2017, Tmall will launch a scene library, which is all an overall space solution.
It is understood that the standard store of around 3,000 square meters that B & Q plans to open is fully connected to Tmall online, and the main material experience and display in the form of model rooms offline. After setting up the offline scenes, Tmall will digitize the complete offline home improvement scenes to the online through field engraving technology to form online and offline integration.
(Tmall debuts real-life re-engraving technology-real-go)
Tmall real-life reproduction-"Real Scene-GO", through 3D reproduction of the home model room, consumers can rotate 360 ° in the "home" and walk around to see the wardrobe, refrigerator, and even vase decorations in the room. Experience the actual effect of placing goods at home, consumers can get a realistic shopping experience when shopping on Tmall, and they can buy online what you see is what you get.
According to Tmall, Tmall provides terminal equipment, and it only takes half an hour to scan the entire space on mobile phone Taobao through panoramic scanning. This technology is different from the current panoramic view of walking forward through the arrow point. You can look up at any angle and look like a person without a curved surface. It is a 100% restoration of the offline scene.
After a user selects a scene online, they can experience exactly the same offline scene in the nearby Red Star Macalline and B & Q.
??百乐宫网上游戏?? is the best testing ground for new retail?
Tmall's new retail has just begun in the home industry, and Red Star Macalline's new retail has almost failed.
Last month, Li Bin, Red Star's new retail helm, stepped down. Earlier, Li Bin began to push for new retail since the second half of last year, built the Red Star Macalline APP, launched live broadcast, content and other functions, and strongly let offline store dealers and brands enter the APP, trying to bring Red Star Macalline Online and offline merchandise and passenger flow.
However, the strategy was subject to multiple resistances from Red Star Macalline, and ended with Li Bin's retirement.
"The transformation of the Red Star Macalline is like an aircraft crossing the Pacific Ocean. After flying two thirds of it, it ca n’t hold it back. In fact, the cost of returning to it may be higher than the cost of sticking to the other side." Almost all traditional enterprises will encounter the embarrassment of the Red Star Macalline when transferring to the Internet, but in fact, the household category is the most suitable scenario for online and offline trials of new retail.
In addition to the Red Star Macalline, Gome has also introduced hard- and soft-wear brands such as iSpace and JAJAHOME in its own stores, and has shifted from an "electrical retailer" to a "home" -led solution service provider and provider. The top-level IKEA offline also launched the official website last year to test online and offline linkage.
"The style of the home should be as rich as women's clothing, but the matching logistics support must be as heavy as the consumer electronics, and it is more complicated than the consumer electronics. The logistics of the consumer electronics is basically a standard product. Although the product is heavy, but the packing specifications It ’s more unified. The furniture products are not only heavy, but the specifications are not uniform, which requires more transportation space. "
Retail columnist Ye Zhirong believes that, like buying women's clothing, big home consumption is also value consumption. It must also be protected during transportation, and it is very troublesome to return and exchange. The width of the shelf and the severity of the service determine that the configuration of the big home e-commerce will be "Tmall's style diversity + JD's logistics support".
In fact, in addition to the arrival of the Internet of home furnishings, the entire home furnishing channel has had a supply disruption caused by consumption upgrades for many years, which is reflected in the mainstream consumer groups in the post-80s and post-90s generations. , Quality requirements and price expectations. This fault is reflected both in price and distance from users.
Xie Qingchi, the founder of One ??百乐宫网上游戏??, told reporters that the current situation in the market is that traditional home stores require six or seven times the mark-up rate; online shopping channels such as Taobao can sell at double the price, but the quality varies widely. A large brand chair that sells for thousands of pieces, there are more than 100 to hundreds of imitations on Taobao. It looks exactly the same, and it can be felt with a period of time after the screws are dropped.
In terms of distance, IKEA only operates in the “near suburbs” of first- and second-tier cities, and there are only two cities like Beijing. The same is true of Red Star Macalline and Actual ??百乐宫网上游戏??, which are far away from users. Channels need to approach users and increase their ability to reach them.
In order to fill this space, enhance the radiating power of the channel and pull in the distance with consumers. Previously, IKEA had started to set up small stores, namely the IKEA ordering center. The store was only 1,900 square meters, which was one tenth of the area of an ordinary IKEA mall.
Traditional home appliance stores such as Wuxing Electric also launched the home retail brand Xingma, which is opened as a "shop-in-shop" in five-star electric chain direct-operated stores. It is also planned to open independent stores in the future. It is expected that 20 stores will be opened this year and within 3 years 100 stores will be opened.
In addition, custom furniture brands such as Sofia have quickly penetrated the market through dense small stores; household brand collection stores such as Fauvism are also emerging as a new force. ??百乐宫网上游戏?? improvement companies like Orange ??百乐宫网上游戏?? are also opening stores in commercial centers, integrating home improvement and upholstered furniture in one scene, and directly retailing to consumers.
The era of family is undoubtedly one of these new forces. With the opening of Ali Retail +, the home furnishing field will also be like the apparel field. There will be more than one family era to fulfill Ali's new retail dream. This is definitely a good opportunity for retailers and brands who want to transform new retail.