Due to the outbreak of the epidemic this year and its long-term existence, combined with the impact of Internet e-commerce, the traditional retail industry has been confronted with unprecedented challenges, and the demand for enterprises to upgrade their marketing has become more and more urgent. In the meantime, the state has put forward the strategy of "accelerating a new development pattern with the domestic major cycle as the main line and the domestic and international double cycles promoting each other". As an important aspect of household consumption, the retail industry is facing huge opportunities for development.

Hangzhou, which used to be famous for its beautiful scenery of the West Lake, is now the e-commerce capital of China, which has nurtured many well-known Internet enterprises and is also the starting place of Alibaba, the industry leader.

The Household Consumption Department I took this opportunity to invite more than 30 senior executives from more than 20 traditional supermarkets and core enterprises of the department store retail to gather at the West Lake, walk into Alibaba to get close to its culture, and launch a meaningful study visit about the new retail.

On-site Visit: On-site Experience of New Retail Format Influenced by Big Data

The guests of the seminar walked into Alibaba in the form of visits, listening to the commentator's explanations on "Alibaba Day" and "Centennial Alibaba", learning its development process, feeling corporate culture and appreciating the soft power of the new retail organization.

Later on, the guests visited Alibaba's new retail representative: Hema, to feel the experiential consumption by combination online and offline. The person in charge of the operation of the northern district of Hema introduced the management modes, such as cold chain logistics, food materials selection, packaging technology, self-checkout, etc. He analyzed the big data operation methods---track and analyze consumers' purchasing behavior before opening a shop, and match 30% of differentiated products. At the same time, the mode of combining online and offline is adopted. Online: free deliver within 30 minutes for the distance within 3 kilometers, to meet the needs of young people today; Off-line: experiential consumption, "supermarket + catering" linkage to obtain a wider consumers. These unique and innovative operation modes greatly aroused the interest of the guests on the scene. Everyone enthusiastically asked questions and actively interacted, and agreed with the great promotion of Internet technology to the retail industry when they learned that the online sales of Hema accounted for more than 60%.

After visiting the Hema, all the guests came to Qinchengli, Alibaba's own shopping mall, where Alibaba makes full use of big data by integrating the industrial chain resources, and fully demonstrates the accurate, customized, personalized and trendy on-site experience.

Brainstorming: Systematic Analysis of Digitization and Datamation under New Retail Mode​​​​​​​

In the afternoon, all the guests gathered in the conference hall to listen to the special lecture on "Learning New Retail from Alibaba" brought by the founding member of Tmall Mall and former senior operation director of KA Department in Alibaba.

He firstly pointed out the disadvantages of traditional stores and the difficulties faced by the online merchants directly, and then made in-depth analysis of three keys of the new retail operation "people, goods, market", which also imply the rapid accumulation of users, big data application and integration of supply chains, in this process, vivid brand cases and their brand marketing activities were displayed one by one, emphasizing the change of traditional retail thinking, combining with the new consumption concepts of young people, keeping up with the trend of the times, paying attention to accumulating customers online and consumption experience, so as to effectively interact online and offline.

The Director explained the profound things in a simple way, displaying the theoretical strategies, as well as practical cases, and not only pointed out the current difficulties confronted by the traditional retail industry, but also gave the ways to solve them. All the guests present enthusiastically interacted and said that they had benefited and gained a lot. During the dinner, Liu Xiangxin, General Manager of The Household Consumption Department I, welcomed the leaders of the enterprises who participated in the senior seminar and introduced that the Far East has always adhered to serving the industrial entities and persisted for the initial intention of taking customers as the center, and the Far East will, as always, accompany and escort the enterprises for their steady and sustainable development no matter how the outside situation changes.

Team Building: Visit the Scenery Spots in Hangzhou

After the intense visit and study, the guests visited the West Lake and Lingyin Temple together. They not only had a panoramic view of the beautiful scenery in the golden autumn of October, but also had a rare face-to-face interactive exchange and meeting of minds among peers.

When the activity has completed, the head of a 30-year-old general merchandise enterprise in Shandong said: "this visit struck me a lot, especially for the past business philosophy, marketing methods, in the future, we will closely combine the traditional advantages with the new retail thinking to create our own unique online and offline comprehensive competitive strength, we are very grateful to the Far East for providing such an opportunity to exchange, learn and interact with excellent peers, and it is with the valuable help and long-term support from the Far East that the enterprise can move forward with greater confidence. "

The 2020 Far East Senior Management Seminar on Household Consumption of "Learning New Retail from Alibaba" has come to a successful conclusion, during which the guests had a deeper understanding of the new retail mode in the new age, also enhanced the trust and understanding of core retail enterprises to the Far East and established a good image that the Far East has always been customer-centered and always serving the industrial entities. The Household Consumption Department I will adhere to the business philosophy of "serving household consumption and creating a better life", continuously deepen the industrial field, improve service capability for the customers, and continue to create higher value for the company!