This three-legged relationship has continued. Although the three giants have maintained good growth, Ma Yun has long seen that the dividend of the Internet is approaching the bottleneck, so he proposed that the traditional e-commerce can't survive the next day, and new retail is coming, and changes must be made to adapt to this era. New retail is the only way in the future.
Of course, many e-commerce companies are particularly willing to believe this "leadership". Alibaba began to explore new retail and divided into two routes. One is to set up a brand box horse to do new retail, and the other is to acquire offline retail entities on a large scale, such as Yintai and Sanjiang Shopping, and take shares in giants such as Suning and Lianhua. In order to develop new retail, it spent 24.4 billion yuan to acquire 36. 16% shares of Gaoxin Retail, the largest offline retailer in China, and became the controlling shareholder. RT Mart and Auchan, owned by Gaoxin Retail, are well-known brands in China.
As a benchmark enterprise in China, RT Mart is a large supermarket chain, and its business philosophy is "fresh, cheap, comfortable and convenient". After entering the mainland market for so many years, the market share has remained the first for many years. Later, due to the vigorous development of e-commerce, physical retail was hit. In 20 16, RT Mart closed its first store. Its e-commerce business was acquired by Ali over time because it was in a state of loss for a long time.
After Ali's acquisition, it began to make substantial adjustments, slowly achieving double growth in revenue and profits, and the new retail model began to ignite sparks.
How much profit can the new retail model mentioned by Ma Yun bring? RT Mart's new retail model is digital management, and its core is access to Taoxianda project, which basically covers all stores in RT Mart and Auchan. Grasping the psychology of young urban consumers, they often want to shop online. Therefore, in order to solve the transportation of fresh food, RT Mart has connected to Taoxianda, realizing the mode of online ordering and one-hour home delivery, intelligent integration, intelligent recommendation and diversified services, which has really facilitated many "otaku".
To do one thing comprehensively, deeply and even dig three feet, that is, professional people do professional things and give home appliances to Suning. Textile daily necessities are introduced into their own brands such as Taobao Heart Choice and carefree life, and RT Mart is mainly a fresh and fast consumer.
In the past, the criticism of supermarkets was that once the payment reached the peak, there would be long queues, which was particularly troublesome. Now, with the support of Alipay, an automatic payment machine is set up to provide automatic payment function, and the calculation can be completed in a few seconds, which is very efficient.
The new retail model gives full play to the advantages of online and offline, and doubles the efficiency and service quality. The development of fresh e-commerce has been unprofitable for so many years because of the model problem. Now that it's solved, it's finally on the right track again.
The advantage of new retail is that it has its own offline stores, which ensures that there will be no huge hoarding and damage, extensive management and regular delivery, ensuring the freshness and efficiency of food.
The development of new retail is obvious to all. From a long-term perspective, Ma Yun has really promoted the vigorous development of RT Mart and become the mainstream trend of e-commerce in the future, and it will definitely get better and better.