December 28, Alibaba Group CEO Zhang Yong in the leading electric media “network operators” hosted “2016 New Internet Business Summit” on the interpretation of the future of new retail.
Alibaba 11 this year, the first proposed new retail, retail, consumer goods brand’s dramatic response. “Everyone is discussing what the new retail is? What to do?” Zhang Yong said that the core of the new retail is based on the core of the goods from the core to the contents of the consumer insight into the starting point of reconstruction, triggering to complete the enterprise Internal reorganization between organizations, functional refactoring, and full Internet outbreak of new retail forces.
Zhang Yong believes that in the process of moving to new retail, including all the ecology of Ali, including all partners must be a new response, including the relationship between brands and retailers, brands and channel relationships, brands and Logistics business relationship, need to reengineering collaboration. “The traditional business relationship is a tree, in the pc Internet era is still a tree, from the brand side to the channel side of the one-way spoon-fed supply once spoon-type careless, easy to” intestinal obstruction. “Once the channel system collapse , The brand is not much better.
With the Internet population and consumer population, the full spread and full overlap, commodity producers and service providers, the relationship between consumers will change a lot. Zhang Yong believes that the development of e-commerce has also gone through three stages:
The first stage is the enterprise get together to touch the net, the power of goods and brand resonance of the dividend period. Amoy brand from the 2008 focus on the emergence of online start business, and then quickly developed into a “popular niche.” Into 2012 before and after a large number of known as the “traditional brand” of enterprises began to send online force. When they put the line of goods, the line part of the operating capacity of the company after the online, in the past few years broke out amazing energy. “This brand power in the role of the business in the run after a period of time, the final line of the Internet and merchandise in the brand power of this common point back to the resonance point, these are the same eternal business of some truth, when a “Businesses are waking up and starting to touch the net.”
The second phase is still referred to as some re-structuring that may be occurring within an enterprise. Over the past few years the development of better business, mostly in the enterprise to solve the organizational security issues, to solve the entire supply chain under the electrical business line in the enterprise organizational relationship issues. But today the whole move towards the core of the new retail, it is not only to complete the reorganization between the organizations within the enterprise, the reconstruction of functions between the use of the Internet broke new strength in business. More importantly, to complete the restructuring between business organizations, to complete further business innovation and evolution.
The third stage, not only such refactoring takes place online browsing behavior, online commodity elements, the occurrence of online business relationships, more importantly, the line and the line of the final user and the whole person, goods, Finally let the user feel the value. Today is a very important sign of new retail, its success is in fact the core of these people, goods, market business elements of the reconstruction can not be effective, can not really bring efficiency.
“The next stage of the new retail development is very important point, not only to the Internet as a way to sell with consumers, more and more businesses are moving to the integration of online and offline to consider, the integration of Zhang Yong believes that this is an important sign, you can go to determine the enterprise is not really come to a really new era of retail, or the enterprise can not go to this stage.
In fact, over the past few years, Alibaba has been working to build such a new retail infrastructure, and to build an information platform, payment platform, logistics platform and cloud computing platform, from the tactical level of “five new” (new Retail, new finance, new manufacturing, new energy and new technologies.
“Can not be narrowly understood as the new retail is online and offline interaction and integration, the whole channel is only part of the new retail, net red economy, personalized recommendations based on the user interaction, the user to buy the line change, etc. , Should be included in the consideration of the new retail .In marketing, to explore the effectiveness of one of the global marketing, entertainment marketing; in logistics, not only to send fast, but also to consider using large data for goods Operation more efficient. “Zhang Yong said.
Attached: Ali CEO Zhang Yong in 2016 the new network business summit speech Record
Zhang Yong: Ladies and gentlemen, businessmen and friends, media friends, good morning! 2016 will soon be over, at the end of this year when we look together in 2016, in particular, look forward to look at the future, before and after this year’s double-eleven new retail, caused all the retail circle of intense response, Causing all the consumer goods brand’s dramatic response. In fact, we are discussing what new retail in the end, how to do new retail. Just at the end of the year, especially today, so many business friends, so multimedia friends together, we can work together to explore the whole future of new retail.
I want to like a lot of new things, all the new concepts, new strategic thinking it eventually put forward the direction of the future, in fact, rely on us to continue to practice out, try out, do it. Today, I also take this rare opportunity to share Alibaba Group in this area of thinking and we are experiencing the practice, in the end how we go to the new retail.
In fact, the history of the development of e-commerce, especially in the past ten years, almost twelve or three years of the entire e-commerce development process, especially when all brands began to touch the net in 2007, 2008 for signs, Days after the cat has been developed to today, the whole business development I think divided into several stages:
The first stage is the first around 2008, we are familiar with the familiar Amoy brand, there has been a number of Amoy brand, the rapid development of these enterprises, the vast majority of popular online niche line is not complete a Business, are starting from the online, online business, online development, and rapid development, then it should be very red, a number of Amoy brand business. Into 2012 before and after, with the 2012 double eleven, the first time we exceeded 10 billion, was 19.1 billion.
In fact, we can see a large number of traditional brands we called, I think it should not be the way to call, it should be said that there are some results under the line of some brands, some businesses began to force on the Internet. When they put the line of goods, the line part of the operating capacity of the company after the online, in the past few years broke out amazing energy.
Today, if we look around to see some of our businesses, if the second phase of these businesses began to fully touch the net after today, many businesses in the proportion of the whole business which may be more than 20% or even 30% are already on the Internet . In the first stage in turn the first batch of these Amoy brand, the past few years can be said that many people have their own hardships, as an entrepreneurial success, I remember a few days ago I met a familiar with the previous Moderator, he interviewed me eight years ago, when I said a word, I said: 2008, 2009, just this scene had 108 Amoy brand, if you go back to check the history, then you can see. I said five years, eight years later to have eight live very good has been very good. This sentence quite controversial, then did not dare to speak openly, but today, in retrospect, indeed the first stage of the Amoy brand entrepreneurs who went down after all brands have experienced common road and common Hard, common twists and turns. Today there are still some live well, they have Phoenix Nirvana, but the middle of life and death how many back, willing to know. There are a number of live well, a group of half-way unfortunately, some groups in the struggle.
After the second phase, why these lines of business after the outbreak of its energy line, may now look, especially in the past two years we see a very clear situation, some consumers are very familiar with Brand, like the brand also broke the amazing energy on the Internet, the brand power in the role of the business in the run after a period of time, the final Internet and offline in the merchandise force, brand power in this common point back to the resonance point, These are the business of some of the same ancient truth, when a company began to wake up after the outbreak of this touch of the network.
But I call the second phase still some refactoring that may be happening within an enterprise. Over the past few years the development of better businesses, mostly in the enterprise to solve the problem of organizational security, to solve the entire supply chain under the electricity business line in the enterprise organizational relationship issues, so that part of the ability of the business its entire operating efficiency began to erupt Out, the brand power, power of goods in this channel which can burst out.
But I think today the core of the whole new retail, it is not only to complete the reorganization between the organization within the enterprise, the reconstruction between functions, the use of the outbreak of the Internet business new power. More important point is to be able to complete the reorganization between business organizations, to complete the further innovation and evolution of business, this is the next stage we are going to go through something.
In the reconstruction between enterprises, I think the reconstruction of the business ecology, in different scenarios will occur, in fact, we once again returned to the business of the original, when we talk about consumer goods, when talking about retail, I think eventually returned to the words: people, goods, field (King), I like to speak on different occasions or the old saying. Today, the Internet has brought a lot of changes, but people, goods, field (King) did not bring change, our business eventually use the Internet technology and ideas to re-frame the relationship between people, goods, the re-search in the middle of this new Opportunities and new efficiencies.
In today’s entire business development to new retail, in the third stage around people, goods, field reconstruction, especially people, goods, market all the business elements of the reconstruction, I think today is a new retail Important signs, its success is in fact the core of these people around us, goods, market business elements of the reconstruction can not be effective, can not really bring efficiency.
In this process, I would like very, very important point, how do we look at the future of this development trend? How do we look at today’s new retail brought a lot of changes? In fact, it brings changes, around people, goods, field reconstruction can have many aspects.
In the past year, especially the wireless mobile phone business fully popularized, in other words 80,90% of consumers through the wireless this entrance, through the entrance to the consumer phone for consumer browsing time , This time the whole contact with the consumer goods and goods contact way is undergoing subtle changes. Or, not subtle, is a subtle and significant change. In the wireless era, the traditional shelves of goods on display, shelves in the PC era, we have been joking with the company what the line is different? Line is to put the physical shelf, the line is to put the virtual shelf, a side by side a commodity, a category classification, attributes, a layer of a bundle of structure browsing, and this structure is because the arrival of wireless is being broken, or To some extent be broken.
Today, the wireless era, the user with the Internet the most intimate contact way has changed, what changed? He clicked from the action into a sliding screen, do not underestimate the changes in the sliding screen action, the essence is a huge change, making consumer contact with consumer information has undergone tremendous changes. In this process, how to make consumer information, including goods, goods is a consumer information, can be better to consumers to contact, which is today, Ali, in particular, as the representative of the mobile phone Taobao wireless matrix, to discuss Lynx wireless, Taobao wireless focus on solving the problem, the way the content is also laying out changes.
The second point, because this way of change, making the goods as a single consumer message, consumption patterns in the expansion, we proposed today not only to promote the development of commodity supply chain, but also to promote the content supply chain.
In almost 2016, we proposed the content of the entire electricity supplier development direction, this year is so we go. We believe that the content of the future is the whole new retail consumers with the consumer reach the whole content of the content and multimedia is the indispensable stage of the process. The middle of all the business capacity is a huge challenge, because all the reason why the brand business to be successful, the core is to do strong brand, so strong products, strong retail companies because of strong retail. But when we want to produce content today, this time may not be a good producer of goods is a good content producers, the two are a subtle difference. So in the middle of the fact there have been a lot of social content production is booming, and these forces have formed the whole electricity ecological future of the new retail ecology is a very important emerging power, I think these forces can not be ignored A new group of forces, and the future will play an increasingly important role.
Of course, this power can be a second party, can be a third party, can be cultivated within the enterprise, but also can be cultivated outside the independent become a new business opportunity. This is the first change that we see happening on the Internet, the way the whole message is changed, the content of the information consumption is changed, the end product becomes a result, the commodity becomes an element of the whole content, Because like the content and then like the product, the last to be consumed, this is a very interesting process of change.
In this behind the use of large data to complete the personalized, to achieve thousands of people in the client side today in Ali has changed a reality, of course, become a reality, today, Ali, in the entire Internet we focus on solving the problem What is it? To solve the problem I particularly say today, we focus on solving the problem, that is, thousands of products to consumers personalized and business inventories, goods prepared with the flow between certainty to find a balance between , This balance is not found, all business operators have lost one of the most important grasper, because when all the problems are said to be personalized when the whole business base ⋯ ⋯ how do you go to stock it? How to do sales plan? Behind all the personalization must have something in common. This is today in the entire e-commerce, especially mobile Internet development to this stage, we see the reconstruction of the Internet occurred in the world, that is, the entire Internet, these elements are also occurring reconstruction.
The second, I think in the process of moving towards new retailing, we are very clear today to see the entire business ecosystem in the various partners must be a new response, which includes the brand and the relationship between the channels, brands and retailers The relationship between retailers and commercial real estate, the relationship between brands and logistics providers and the relationship between service providers, must have a sense of reconstruction.
I have been on many occasions, said: Our traditional business relationship is a vertical relationship, just like the first point, the traditional way of the Internet world of consumer information in the PC era is a vertical relationship, with the original business relationship There are brands, a group of channel operators, once a year to open the order twice, the product Liangliang Liang, we order them, the goods set away, to the point of the goods away, or make a phone call, the Cargo pressure in the past. Over the past five or six years, we see that the vertical process, the spoon in which the various inappropriate, some goods to the channel inside the mortgage, but as long as the goods are not to the hands of consumers, regardless of the sales report is not the brand The company’s goods, he was responsible for this, the ultimate collapse of the brand, the seller is not much better.
Today, with the development of e-commerce, with the development of the Internet, especially with the Internet population and the consumer population is fully popularized and overlapping, today we move to new retail is a very important sign, in fact, the entire channel relationship, just said commodity producers And the relationship between service providers, commodity producers and consumers will be a lot of changes in the relationship between today and the use of the Internet can form a flat mesh of the relationship between the channels to form the most direct consumer insight, and these information can be better To serve the real goods designers, commodity producers, brand creators, to create a better brand, production and more to meet consumer demand for goods.
In fact, in the middle of this I think back to a lot of time that time is money, efficiency is life, insight into the consumer and the resulting rapid response capability is the key to winning in the market today. Today, especially in the past year, in the Ali platform can be seen on some businesses, in fact, several businesses over the past few years are familiar with, through a variety of voices told me that such a thing: Happy child, Now more and more difficult to do business, traffic seems to be less than before, traffic decline, my business how to do? This is today we face the status quo, in terms of terms from the platform or from each business terms, the Internet age, electricity providers rely on traffic dividend era has passed, and today we enter the entire business transformation of the deep water into the The real business elements in order to better reconstruct the efficiency of the deep water, pull a number of lines to sell goods into the network to sell a sale, the use of online traffic dividends easily reach the end consumers, more efficient to eliminate the intermediate links Goods sold, such an era is in the past.
How do we use the power of the Internet, not only to make the Internet a good sales channel, while it made a real consumer insight channels, a new customer access, and ultimately stand in the perspective of the whole network to think We upgrade the whole business. What products do consumers need? Consumer upgrades today is that we are talking about a topic, in fact, more and more difficult to wait on consumers, and why? Because the consumer tastes more and more diverse, consumer information collection channel is not information is closed, is the information explosion. As long as the planet around the world had fun things, new trends, trends, instantaneous point of explosion. At this time how our business to seize these popular trends? To seize the changes in consumer tastes, in the middle to capture consumer insight? At the same time can not only access to these valuable information and intelligence, and ultimately into the enterprise supply chain capabilities, to a flexible supply chain to quickly respond to the real time to produce consumer test products on the road, they like the product.
I think in a sense, we said in 2008 when the C2C, B2C eventually to C2B, this thing I think is imperceptible happen, we are on the way to the C2B, we are moving to new retail on the road. All of this strategic thinking, our judgments and trends in the future are actually evolving which occurred in, not overnight suddenly an old hen into a duck, must be unknowingly evolved which occurred, The final quantitative change occurred. This is the whole new retail which we see a huge space, all the information structure into a network structure, the Internet browsing mode not only into a network structure, the way the whole channel, channel construction may also become a network structure.
The most important thing in the middle of this coming, in fact, some companies have gone through, there are some companies about to experience, is the reorganization of business and partner business relations, such as how to deal with the current brand and now franchisee relationship , How to re-position the role of franchisees, how to re-locate the line under the required services and who will bear? This is the most important point, like the past few years to do a lot of good companies in the internal rationalization of the electricity business sector to the electricity company, to the electricity business, general manager, to the business team incentive mechanism to straighten out the interests of the whole mechanism , I think in the next stage, in the enterprise organization stage, I said just how these roles between the structure of interest mechanism, I think is the core of all interests, the problem is not resolved, we talk about the new retail, we talk about O2O , We talk about the whole channel, all the problems are dependent on the occurrence of these business partners, in breaking the original business relationship at the same time to frame a new relationship.
I think we all know that the division of labor will continue to be more and more small, the Internet does not mean that direct sales, direct sales of the Internet is a way to bring, in fact, we still need a variety of roles together to work together to serve the common consumers. And such a relationship, I think is the future we move towards the new retail process among the entire business organization I think will happen very drastic changes. And these changes, Alibaba Group is bounden duty, we take the initiative to jump off the water to lead and create these changes. This is the entire business, the entire form of change.
The third thing I want to say is that not only this refactoring takes place online online browsing behavior, the online commodity elements that occur in the offline business relationships, and more importantly the online and offline end users and the whole person, Goods, the final field so that users feel the value.
I will talk about an example behind us to understand. Today, China’s commercial facilities, supermarkets are almost the same, today really understand the department store there are a few? Not many. Shopping malls, it is further away from the goods, department stores is another form of real estate developers. Today, all the department stores to go in, the first floor is the cosmetics counter, the second floor is the ladies, the third floor is the men, each brand must have an area, the United States and the United States and the United States and the United States and department stores, Commodity or consumer decoration? Consumers in the end is to check the efficiency of the grid to shop to the counter to browse? Or to form a truly efficient way of contact and browse the way goods? A way to view the scene? I think this is today under the online retail format which is undergoing a lot of subtle changes, and this change in particular, we need today’s retail business and brand businesses, the platform to work together to complete such a reconstruction, and in the middle is missing Not possible.
Give an example very vivid description of the reasons are indispensable. Over the past year, many businesses know that Ali in vigorously promoting the “three links”, one thing is the goods pass, and the second is member links, and the third is through. This middle we do one thing, such as clothing business we have done one thing, is not satisfied with the line can be changed if the line size, return or modify, you can go to the nearest store, we put some cooperation business line Under the information to do. I heard a dumbfounding story, the last brand to tell me that this thing can not go on, and why? Because the mall found this thing, the original business in such a dry, the original online selling things can be shipped under the line, the line went down the line to return something that may be willing to, but the line of things to buy online delivery, Of the 25% of the deduction points can not get. And then began to let the security sub-door handle, courier into the store to pick up, because to enter the door to the mall to the counter.
We can imagine this scene, because the middle of the entire business relationship, the relationship between the brand in the platform, there is a ring, a lot of stores are long in today’s shopping malls, department stores in the long, how they change? What role should they play in the overall format? Today we need such a new design, the only way to run through this road. I want to say is that this happens precisely because the entire business restructuring has not yet completed, we must consider this in the middle of the different roles in which to provide services and access to profits. There is no doubt that such a reconstruction can not make everyone satisfied with the existing vested interests can not be satisfied, if all this does not change, we must ultimately consider the consumer is not more satisfied with the efficiency of business is Not more ascension? I think we have to complete with such a re-measure the standard, the only way to do this thing down. And this must be some intermediate construction-type innovation, the original interest distribution mechanism to a new mechanism of distribution of benefits. This is a very important point in the changes we see today between business organizations.
The next stage of the new retail development is very important point is that we are more and more businesses, in fact, we have seen such a budding situation, not only to the Internet as a sales channel with consumers, more and more Many businesses are moving to the integration of online and offline to consider the integration of the business. I think this is very important in the middle can go to determine whether we really come to a really new era of retail, or the enterprise can not go to this stage, I think a very important sign that we can not in the whole channel Range, whether online or offline, no matter which sales channel, are can be identified, my customers (consumers) are can be identified, my customers are can be reached, and I Of customers are can be insight, and my customers are can be served. I think these points are all businesses to measure our completion of such a business and the Internet after the chemical reaction must be achieved.
Why are so many companies willing to do e-commerce today? Willing to do the Internet? In fact, willing to day cat to Ali platform up, very important point is what? Very important point is that today this is the brand’s online business positions, brand management, not only after the sale of goods, consumer information, the buyer’s information we all get, we according to the combination of such goods and information, in fact, according to Such a digital order, digital transactions, customer information, digital, which can get a lot of insight into the middle. In fact, a sign of the new retail is very important to complete just can be identified, can be reached, can be insight, service, and ultimately each enterprise must become a big data support company, each enterprise must become A data company.
Whether you are a retail enterprise or a brand enterprise, each enterprise must go to the data company, we are possible to do these four points, is possible to new retail. In this middle, today we are experiencing the stage, more and more businesses have begun not only to the Internet as a sales channel, and began to integrate online and offline sales channels to consider, the online and offline sales of products Integration considerations. A few years ago we talked about many times, today I still say again, very popular in the second phase, I started to say I think the past eight years, three stages occurred in the second stage, the network is very popular The era of contributions has passed, this era is a stage of the product, which is an enterprise has not straightened out the production and supply and demand relationship between the product, which is a balanced mechanism of interest has not been a good product. Today, when online and offline completely open up later, in fact, the era of network-specific contributions have been completely passed.
Today, we see the situation is that when our business in the completion of online and offline sales channel reconstruction, the price is completely after the convergence, in fact, more and more businesses are beginning to do one thing, in fact, we understand that with each Consumers, each user is an Internet user, we can in fact create the entire brand, branding, marketing can be done by electronic means. The Internet to bring the value of this business, is a wide range from sales to marketing, the two years all the brand companies, all of the entire market budget are substantially from the traditional media to digital media.
And such a conversion, I think so far in the vast majority of enterprises or a physical reaction occurred, I often jokingly said a word, but also against our own team, said Youku team, I said you took a customer , The original it in a certain television station put a 15 seconds of advertising, 30 seconds of advertising, today you say I put this customer over here, I put in 15 seconds, 30 seconds of advertising, nothing more than a network television , Meaning what changes? I think today, the vast majority of the so-called digital channels of the media put all the businesses concerned, all the brands concerned, this thing is not the nature of change, but put the place has changed, the physical changes, but no chemical changes What is the chemical change? Chemical change is through such a digital media not only allows consumers to receive messages, while the two-way interaction can occur, while further behavior can occur, while access to consumer data.
I think this is our marketing side today in the marketing side, to the digital media with the entire retail business, we are experiencing a process. So now I see a more and more clear trend is that more and more companies began to the media line and this line of electricity business simultaneously considered, because the original electricity business to spend a little cost of doing the effect of advertising, more Of the money in the hands of the brand people do, they do advertising called brand advertising, but what brand advertising in the end to measure the effect? I think all the final promotion, advertising, and finally the real consumer behavior should be used to measure the effect. And this behavior should be perceived, is a two-way interactive behavior, so this is what we see the whole business development to new retail on the road, from the sales side to the marketing side. On this basis, today more and more enterprises from the market side to further change to the supply side, which is in the next phase of the key to new retail, and real business to make good use of consumer identifiable, , Can be insight, service, after the end of these can go to the real side of the supply side of the reform.
Today, because of the infiltration of the Internet, so we have a possibility that no matter where consumers consume, in a physical world or in a virtual world, his economic behavior is real, as long as the real economic behavior , We have the opportunity to turn him into a real digital transactions, and really be able to precipitate every transaction, every customer data. And these things not only used in the final sales side, not only used in the marketing side, we need to make great strides he took place in our production supply side. And such a linkage, we must just say that in the C2B process, more and more slowly from the B2C to C2B, our ability to enhance consumer insight, through online and offline connectivity, making the user can identify the extent of play can increase. The original store as long as not a member, I walked into the store, that is, bought a left the state. But today, if it is a digital business, I can compare with the online data, I can know who he is, I can learn more about him, I also have the possibility of the second touch, perhaps not in a store , Perhaps a video site, perhaps in an electronic business platform inside the shop, perhaps in a social media, which is today we see a huge change, in fact, the more the cumulative user data in the global marketing, global reach On the occurrence of a huge role.
But this is not an end, but a means, and ultimately have this means after the real change or to return to the original business, that is, our goods. How do we respond to the needs of consumers really fast, able to produce, design the goods they need? Today, Alibaba proposed five new (new retail, new manufacturing, new finance, new technologies, new energy), in fact, these five are closely related, at this point, the impact of the Internet is from the sales side Toward the supply side, in fact, reflected in our five new, which is the relationship between new retail and new manufacturing. Today’s manufacturing is no longer a closed-door design to obtain orders, and then mass production, mass shipments, and the real consumer insight into the premise of rapid response to meet the needs of the user design, supported by flexible Of the supply chain, rapid production, can eventually use the mesh channel structure in time to reach consumers, and be able to obtain real consumer spending data into a cycle after the process.
I think this process is the next few years the entire business, the brand, all businesses face the opportunity of new retail opportunities in the face of the Internet when we common to go to build something, which is the next stage in the next line to do a good job , Or between the interests of the entire business partners and the reconstruction of the entire business scene, goods, field, we supply side must meet this demand to complete the supply side of the reconstruction, so that we can really good service users, we Data mining can play a useful role. Because the more data, the data that is not a burden, is the cost, that is, storage, data can be used to generate new value. But for all consumer goods companies, the data best use of the scene, should be in the production side, should be in the design, the entire supply chain links. Only in this way can we meet the needs of consumers. This is what I have seen, from the past we called electricity providers, facing the future we called the new retail development, we must see some of the changes in the trend.
Today, we are on the road, the future completely in our own hands, how do we go to change, how do we seize the opportunity of the future? I would like to return to the origin or a word: each company because the Internet, because the development of the Internet, because the penetration of the Internet, are becoming a data company, how we really use the data to our wings? Including Ali, including all the peers, including reconstruction of business inspiration and driving force, and ultimately to meet the needs of end customers is the consumer’s needs, this is our simplification, we must go through this process. We are on the road, in the end of 2016, I also wish all businesses friends, all partners on the road all the way forward, and Alibaba together to explore the unknown, common to explore new surprises.