Ali's transformation: from "market peddler" to "people's goods yard"

This paper wants to discuss with you a very classic analysis model of retail industry-"people and goods yard" model.

First, review the evolution of retail business model together, then interpret the underlying logic of the evolution of retail business model from the four stages of China's social development in the past century, and finally see the landing application of "people and goods yard" model from the case of Ali Box Ma Xiansheng.

At the 2065438+02 "CCTV China Economic Person of the Year" award ceremony, Mr. Xiao Biao was in high spirits, boasting about Haikou, and made a sky-high gamble with Mr. Ma who had no concept of money.

Mr. Wang said, "After 10 years, if e-commerce accounts for 50% of the retail market in China, I will give him 100 million yuan. If it doesn't arrive, he will give me 100 million. "

This high-priced gambling game, on the surface, seems to be a gambling game, but behind it is actually a model dispute between the traditional retail economy and online e-commerce.

While everyone was still immersed in the online or offline high-priced gambling, Ma Yun first put forward the concept of "new retail" at the Alibaba Cloud Habitat Conference in June 20 16, and pointed out that the future retail is not to think about how to sell things, but to learn how to serve your customers well.

Shortly after Jack Ma put forward the concept of "new retail", Zhang Yong, CEO of Alibaba Group, interpreted it.

Zhang Yong believes that the core of the success of new retail is whether our reconstruction around the commercial elements of "people, goods and fields" can be effective and whether it can really bring efficiency.

Subsequently, Ali also announced the organization upgrade, and in the future, the top-level design should be comprehensively carried out from three aspects: "people, goods and fields".

The concept of "people, goods and fields" has also been quickly transmitted to the whole industry.

I don't know if you ever thought about it. From traditional retail to online e-commerce to new retail, why does the old retail industry change its business model again and again?

The driving force of human consumption is obviously different in different periods of social development, which determines the mutual influence of supply and demand and the transformation of leading consumption patterns.

With the development of social productive forces, the consumption structure is also different.

Since the founding of New China, we have experienced "catastrophe", reform and opening-up, China's entry into WTO, the Internet age and so on. The elements of productivity are constantly improving, and supply and demand are mutually driven.

The first stage (1950- 1975): material shortage stage.

This stage is in the period of planned economy, and consumption is mainly driven by supply, which shows that there is no difference in products. Therefore, "no difference in supply" is the main driving force of consumption in this period.

The second stage (1975-2000): the branding stage.

1975 The period from 2000 to 2000 coincided with China's reform and opening up, and social productive forces were greatly released. The surge in supply has led to the differentiation of consumer demand. Consumption began to develop from undifferentiated demand to differentiated products, branding was the core driving factor, and consumption was divided.

The third stage (2000-2025): consumption upgrading stage.

At present, with China's entry into WTO and the deepening of reform and opening up, productivity is no longer a problem, and "poor supply" leads to "poor demand". The trend of people's demand level changing from traditional consumption such as "having enough to eat and wear warm clothes" to emerging consumption such as "medical education and entertainment" is further revealed. Service consumption has become an important engine of consumption growth, and the concept of consumption upgrading has begun to spread widely.

The fourth stage (2025-2050): the era of personalized customization.

This stage is coming, and we believe that with the improvement of productivity and mass consumption concept, the quality difference between products will be gradually smoothed out.

After the baptism of branding and consumption upgrading, the "product end" of consumption has gradually moved towards the essence, and the "service end" will also be divided.

Therefore, driven by consumers' personalized and customized needs, "de-branding" will follow in different industries.

Looking back on the development of retail industry in China, we can find that the reform of retail industry has been catching up with the direction of consumption upgrading.

In the process of consumption quantity, quality upgrading and structural upgrading, the physical retail forms of department stores, supermarkets, shopping centers and so on have gone through the process from the embryonic stage to the golden period of development and then to the peak period.

Under the slogan of "entity must die", the emergence of e-commerce makes it possible to change the relationship between retail reform and consumption upgrading.

The emergence of e-commerce is also a manifestation that channel upgrades can't keep up with consumption upgrades.

If the e-commerce era is a transitional period for the retail industry from catching up with consumption to leading consumption upgrading, then after several years of online and offline disputes, the birth of new retail, which integrates the voice of the industry, takes the consumer experience as the center and integrates all channels, announces the arrival of the retail industry leading consumption upgrading era.

Traditional retail is a model of "market, goods and people", that is, first find a store, then purchase goods, and then sell goods to consumers through traditional marketing methods.

In this era, "field" occupies an absolute core position, and enterprises can only survive if they win the golden position and core channels.

The new retail driven by big data is a model of "people, goods and fields", which is people-oriented and "people" is the core element.

While continuously meeting the individual needs of consumers, we will explore the invisible needs of consumers through big data and create diversified new consumption scenarios, so that consumers can get a better consumption experience while buying their favorite goods.

From "field, people and goods" to "people, goods and fields", it is not just a simple order exchange, but a change in internal logic, which is mainly reflected in the following two levels:

1) redefines three core elements: people, goods and fields.

2) Under the mode of "people, goods and fields", goods from B-end to C-end are no longer mass production, but are dominated by decentralized consumer demand.

At the same time, while satisfying the explicit needs of consumers, we also discover the implicit needs of consumers through various ways driven by big data, and create diversified new consumption scenarios, so that consumers can get a better consumption experience while purchasing their favorite goods.

Box Horse Fresh Life is a new one-stop retail shopping platform driven by data and technology of Alibaba Group.

The first store was opened in Shanghai on 20 16. Since then, it has been "popular" not only in China, but also abroad, attracting the attention of many foreign media and retail peers such as Japan and the United States.

It is not only a commercial success, but also TOP 10 was rated as the new retail of the year by Harvard Business Review in August, 20 17. Among them, the fresh and brilliant position of Box Horse was impressively listed, which became a model of new retail. So what did Box Ma Xiansheng do right?

Next, we will apply the model of "people, goods and fields" for analysis.

1) offline: fresh supermarket+catering experience

Offline stores build product categories based on the scene of "eating", and take fresh products with high repurchase rate as the entrance to assist standardized food.

At the same time, it provides a large number of differentiated products such as finished products and semi-finished products that can be eaten directly to meet all the needs of consumers.

Different from the traditional supermarket, it is not only a shopping center, but also an experience center, which not only brings traffic online, but also increases consumption stickiness.

2) Online: food and beverage take-out+fresh delivery

The online business port is Box Horse APP, which is the only payment entrance in offline stores and online. Consumers must download and register members if they want to complete the purchase.

Relying on Box Horse APP, a perfect user system has been established, and a large amount of user information has been precipitated. Based on big data, the consumption habits and preferences of customers are analyzed, thus improving the ability of site selection, product selection and precision marketing.

Boxma Xiansheng integrates three functions of "fresh supermarket+catering experience+online commercial warehousing", and the business model is a combination of "e-commerce+offline supermarket and catering".

Its interior is called "one store, two warehouses and five centers", that is, a store, the front end is a consumption area, the back end is a warehousing and distribution area, and the five centers are a supermarket center, a catering center, a logistics center, an experience center and a fan operation center.

Implement online and offline integrated operation, offline experience and online transaction, and build a 30-minute cold chain logistics distribution system around the 3 km range of stores.

Some people say that Boxma Xiansheng is not a supermarket, a convenience store, a restaurant or a vegetable market. Ali called it a new retail platform driven by data and technology.

Boxma Xiansheng is committed to creating a perfect shopping experience with "eating" as the core, and truly achieving the "fresh every moment" advocated by him.

What you think is what you get, making eating an entertainment and one-stop shopping.

The title map comes from Unsplash and is based on CC0 protocol.