Smart Stores Help Upgrade And Pform Traditional Enterprises

According to the world clothing shoes and hats net, in the past Tmall 618 Ideal Life Carnival,

The total channel turnover increased by 4 times compared with that of last year, and the number of pactions increased by 3 times compared with that of last year. More than 100 outlets were opened up online and offline, among which the penetration rate of American home (home decoration) reached 37%, making a historic breakthrough.

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What is new retail? There are one thousand answers to the question of one thousand Hamlett.

Group CEO Zhang Yong's definition for new retail is to reconstruct people, goods and markets through the Internet.

But how to realize the new retailing? There is no conclusion about its "ultimate form".

In the past Tmall 618 Ideal Life Carnival, Tmall's total channel turnover increased 4 times compared with last year, the number of pactions increased 3 times compared with last year, and more than 100 outlets were opened up online and offline, among which the penetration rate of American home (home decoration) reached 37%, making a historic breakthrough.

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Tmall is also hand in hand with Blueair, Dyson, CPB, Lancome, Shiseido, Nike, new balance and other 28 quality brands in Hangzhou Kerry Center and West Yintai city opened the "new retail experience hall", batch display has released the AR sky eye, future test makeup mirror, virtual fitting room and other new zero sale products.

These "black technology" with high value and cool technology make business more sexy.

What is more important is that what happened in Tmall 618 today is about to become the business norm of the new retail era.

The combination of virtual and reality, the magic mirror to make fairy tales into real sense.

When new retail has become a new fashion of consumption, the enthusiasm of chop hands has only risen. The consumption scene is constantly changing: from a single line to a shopping scene that is now connected online and offline, under the real consumption experience that the hands are seeing and touching, the whole Party perceiving the upgraded Tmall under the new retail outlet will bring more fresh and fashionable consumption experience to 618.

In Hangzhou Longhu Jinsha Tian Jie commercial center, called Aline de Rose (Tri Color) stores and others.

In addition to the rich clothing category, the shop seems to be much different from the past in terms of decoration style and display.

But unlike traditional clothing brand stores, the collection shop has embedded about two meters tall smart shopping guide on the central wall. "Mirror mirror, who is the prettiest person?" the magic mirror in fairy tales has become the most popular intelligent shopping guide screen for female consumers. This is the "fitting mirror".

Let's be specific: "the fitting mirror" is hidden in the wall. The consumer picks up any clothes in the shop and only needs to stand at the front of the mirror. The clothing will be automatically identified. You can see the stock information related to the product, the upper body effect of the model, "goods received, the clothes are very nice", "yes, it fits well".

All the evaluations at Tmall flagship store are clear at a glance.

Walk into the fitting room, and the inside fitting test system will show you the style clothing similar to the product under test. If the size is not suitable, you can also call the shopping guide on the motor screen to change the appropriate size for you.

All OK, directly sweep the two-dimensional code into Tmall purchase order, do not bother to take out the wallet, do not have to shout at the voice of the waiter, a dragon to pay the bill to leave, do not bother.

"Today's young people change their roles very quickly, they are very casual today, they may dress very well tomorrow, and they like to mix up the wind the day after tomorrow."

Sun Tianhang, general manager of Aline de Rose, admitted that the need to apply this variety of consumer styling to the positioning of new brands requires the power of data.

Aline de Rose is a collection store brand of Hangzhou fashion leader, group Zhuo Shang dress, which covers clothing, home and light food, presenting a comprehensive urban female elegant lifestyle, and has been committed to exploring new retail formats.

This year, Aline de Rose introduced the new retail landing product developed by Ali business department, the magic mirror intelligent shopping guide equipment. Through digitalized user experience, it maximized the purchasing power of consumers. It is also the entrance of offline data and the main position of brand marketing.

If the smart screen shows that the product store is out of stock, consumers can also buy it online directly through the carry on shopping bag.

The shopping bag is another cool black technology developed by Ali business department. Customers only need to scan the bar code by hand panning / Tmall APP, and arrive at the exclusive page of Aline de Rose Tmall flagship store. When looking at the details and collocation of the product, through the intelligent recommendation of Tmall big data, we first learned the coupons distributed by the platform and brand dealers, and found more relevant products recommended.

Support bar code on the sweep tag to enable consumers to buy and buy goods at any time, and Taobao can truly become a consumer shopping bag on line and offline. It also solves the problem of performance retroactivity and attribution of business under the store. It provides a new way to solve the problem of online and offline profit distribution.

In fact, these are just one of the steps of Tmall's new retail landing.

This year, Tmall 618 opened a new retail experience Museum. Tmall has been exploring the new retail experience integrating online and offline.

Such as opening up the membership system under the brand online and offline; cooperating with SK-2 and other cosmetics brand BA online; exploring the C2B customization with CASIO and other brand cooperation intelligent stores, and the brand such as the United States and Oreo; launching Buy+VR shopping and so on.

Smart stores help upgrade and pform traditional enterprises

What is new retail? Ma Yun once summed up that new retail is all the joy of online and offline.

Tmall 618's new retail trial has been integrated online and offline.

Take clothing brand Mark Ed Faye as an example: on the eve of the 618 Ideal Life Carnival in 2017, Mark Ed Faye men's clothes were officially launched in the first shop of the industry, RFID smart screen fitting mirror, and live live on Tmall. In ten minutes, more than 10 thousand fans were attracted online to watch the effect of the smart screen fitting mirror.

In the face of more and more young people with vigorous and vigorous consumption, the consumption trend of new retail is changing rapidly.

Through data to read consumer appeals and cater to the trend of consumption upgrading, especially under the background of high online rentals and low traffic volume, how can traditional enterprises upgrade their offline stores? Smart stores have become a new prospect for the brand to re attract consumers.

"Now the clothing line business is not good, not only the store rents are getting higher and higher, but the rising shopping malls are also dispersing the flow of traditional stores."

Sun Tianhang told reporters that Aline de Rose had already started the strategic landing of smart stores as early as the launch of smart shopping guide and carry on shopping bags.

In 2014, at the beginning of the Aline de Rose shop, Xiasha opened a set of cool technology that was armed to the teeth: passenger flow statistics system, cloud and video inspection shop system, RFID tag sensing system and 3D projection system.

These black technologies not only achieve a series of data collection and analysis functions such as passenger flow statistics, remote shop inspection, inventory loss prevention, touch fitting detection, etc., but also provide timely data acquisition and decision analysis for buyers.

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Simply put: when consumers enter the shop, they will be caught by the passenger flow statistics system at the doorway, and the number of times that each garment is tried on is also recorded. When consumers enter the fitting room, they will have a smart electronic screen showing the specific information of the product.

The creativity of smart stores stems from the new retail strategy proposed by Ma at the end of 2016.

In essence, intelligent stores are the products and data capabilities that Alibaba uses to precipitate products on the Internet, enabling intelligent stores for offline stores, and upgrading offline stores from the past counter sales places to the places where consumers and businesses interact as a whole.

Let offline trading be more fun and more intelligent.

Let consumers and businesses know each other.

In the process, Ali and a large number of third party partners are upgrading their businesses.

Xuan Yu is the director of business services for Alibaba's all channel businesses. He told reporters that the original intention of intelligent stores is to help brands and retailers upgrade from traditional stores to smart stores.

Tmall can provide brand labels for customers with gender, age, region, occupation, hobby and consumption habits through group big data.

This is particularly important for brands, because consumers have thousands of faces and personalized needs. There is a great difference between the needs of the younger generation of consumers in terms of consumption, aesthetics, quality and cost performance. The brand can enable stores to understand consumers better.

Apart from branding, Alibaba also has a corresponding layout for retail businesses.

At present, Alibaba has acquired Yintai department store, shares in Sanjiang shopping, and signed strategic cooperation agreement with Bailian. In the future, Tmall will provide intelligent stores to all kinds of business super places through the way of Bailian and other partners empowerment, so that consumers can enjoy the value and service pleasure of smart stores everywhere.

Xuan Yu revealed that Tmall will work together with third party partners to build a new retail ecosystem.

He said that the intelligent store products provided by Tmall in the future can not only be used by brands and retailers, but also to every shop assistant in the store, so that they can make use of products simply and easily, and make more personalized services for consumers.

In the process, Ali and a large number of three party service partners provide the overall plan for the business side by side, giving full play to their respective advantages.

In this process, how to make traditional salesmen have the ability to operate smart stores.

The training system needs to be built. Ali and his partners have made preparations for the landing of intelligent stores.

"Will a brand store use the products of smart stores? How do stores know when, where, and how to store smart products? What kind of brand and service can they produce better? This requires a market-oriented cultivation system to help businesses to understand the use of products."

Xuan Yu said.

"Let businesses know more about consumers and provide more intimate services.

Let consumers love businesses.

Willing to buy and share quality products.

The whole shopping process is full of happiness.

New retail, very interesting! "

More interesting reports, please pay attention to the world clothing shoes and hats net.