Alibaba CEO Zhang Yong: we want to overturn traditional retailing-Alibaba, Zhang Yong, retail-IT information
"Retail and FMCG sector Davos" of the world consumer goods Forum (ConsumerGoodForum) at its 60th session finally ushered in China's Internet business leaders meeting as the representative of China's Alibaba Group CEO happy child (Zhang Yong) immediately issue affecting the industry's comments on the Forum, that is digitally pushed retail "Berlin wall".
42 Happy 15th just issued the full message, announced the integration of resources to set up Ali's large civic work leading group, a day after it appeared in South Africa Cape Town, attended the annual "CGF world consumer goods Forum", which is known for its depth and professional discussions, attracts every year from global retail, consumer goods and food giants CEO Conference. Wal-Mart, Procter and Gamble, Unilever, WholeFoods, Coca Cola, Danone and Nestle CEO of FMCG attended the international day.
Followed Zhang Yong participants of one internal people revealed, in main forum end Hou, Zhang Yong special convened has a privately Conference, the big in China business widely of fast elimination giant head by invited participants, its core purpose is discussion how in China strengthening brand business straight for consumption of supply chain, down traditional retail of "Berlin wall", with digital of way let brand enterprise real touch up consumers .
Under the reform line, is off the hook last May appointed CEO was pushing before the strategy, he repeatedly expressed a view that O2O is artificial, future business regardless offline, will be a mixture.
Is familiar to consumers, apparel, beauty and other category has always been the Department in areas of strong, but cosmetic products as offline channels complex, high business concentration, and clothing than in China's e-commerce penetration rate has been low. But consumer category also has a complex purchase rate high, characteristic of high standards and brand loyalty, not only for business penetration, but also access to customers, establish the appropriate category of consumers ' minds. At the just concluded on the investor day, Ali is clearly focused on food, daily chemicals will category expansion. "To a goods like toothbrushes, towel, enabling consumers to store purchase is a kind of torture, efficiency is too low for the brand. "Carefree child said in an internal meeting.
Since its take over the CEO, Ali began to accelerate from the supply and consumption sides, and intended to create a second category moat. On the front end, Ali advanced sky cat supermarket, by configuring the fastest logistics and a big marketing campaign, hoping that shopping in the supermarket scene, allow consumers to develop online purchasing habits of FMCG. On the supply side, unfettered consecutive meets since the year p, Unilever and almost all the FMCG giant in China, has signed a series of "joint business plan." Procter and Gamble, for example, cooperation over the past year, in cat sales rose more than 50%, this year the Department will become Procter and Gamble in one of China's largest online and offline channels.
In a report released in July last year Bain, foreign brands in the category of consumer goods in China's market share is decreasing, such as personal care, home care and packaged food. Bain survey of 40,000 consumers find, to increase the competitiveness of local enterprises in China, their growth has exceeded in cities Beijing, Shanghai, especially in consumer brand marketing management more grounded than foreign brands.
In traditional channels grows increasingly difficult to support performance, cost-effective marketing and advertising, more flexible product supply and market reaction and better channel sink into each overseas FMCG giant's new hope. Ali merchant platform using rural Taobao, media resources such as Taobao, stocking, cat, hoping to find a path for this.
阿里巴巴CEO张勇：我们要推翻传统零售 - 阿里巴巴,张勇,零售 - IT资讯
有“零售快消界的达沃斯”之称的世界消费品高峰论坛(ConsumerGoodForum)在其第60届终于首次迎来中国互联网企业领袖参会，作为中方代表的阿里巴巴集团CEO逍遥子(张勇)随即在论坛上发出影响全行业的言论，即用数字化方式推倒零售业的“柏林墙”。
42岁的逍遥子本月15日刚发出全员邮件，宣布整合资源成立阿里的大文娱工作领导小组，一天之后就出现在南非开普敦，出席一年一度的“CGF世界消费品论坛”，该论坛以其行业深度和专业讨论而闻名，每年都会吸引来自全球零售、消费品和食品的巨头CEO参会。沃尔玛、宝洁、联合利华、WholeFoods、可口可乐、达能和雀巢等国际日化快消的CEO均出席。
跟随张勇参会的一位内部人士透露，在主论坛结束后，张勇特别召集了一个私下会议，各大在华业务广泛的快消巨头掌门人受邀参会，其核心目的就是探讨如何在中国加强品牌商直供消费的供应链，推倒传统零售的“柏林墙”，用数字化的方式让品牌企业真正触达消费者。
改造线下，是逍遥子去年5月份上任CEO之前就已经在着力推进的战略，他反复表达的一个观点是，O2O是伪命题，未来商业不分线上线下，将是一个融合体。
被消费者所熟悉的是，服饰、美妆等品类一直是阿里系电商的强势领域，但日化产品因为线下渠道复杂，企业集中度较高，和服饰相比，在中国的电商渗透率一直较低。但是快消品类同时具有复购率高、标准性强和品牌忠诚度高的特点，不仅适合电商渗透，更是获得客户、确立消费者心智的合适品类。在刚刚结束的投资者日上，阿里就明确提出食品、日化会成为品类扩张重点。“对于牙刷、毛巾这种商品，让消费者在旗舰店一个个购买是一种折磨，对品牌企业而言效率太低。”逍遥子在一次内部会议上说。
自从接掌CEO以来，阿里开始加速从供给端和消费端下手，意图打造出第二条品类护城河。在前端，阿里推进的天猫超市，通过配置最快的物流和大手笔营销攻势，希望借助超市这一购物场景，让消费者养成线上购买快消品的习惯。在供给端，一年以来逍遥子连续会见了宝洁、联合利华等几乎所有的在华快消巨头，签署了一系列“联合生意计划”。以宝洁为例，经过过去一年的合作，在天猫销售额同比增长超过50%，今年阿里系将会成为宝洁在中国线上线下最大的渠道之一。
在去年7月贝恩咨询发布的一份报告显示，外资品牌在中国消费品大类中的市场份额在降低，例如个人护理、家庭护理以及包装食品领域。贝恩对4万名消费者进行的调查发现，中国本土企业的竞争力增强，它们在中小城市的增长率超过了北京、上海，特别是在快消产品品牌营销的管理上比洋品牌更接地气。
在传统渠道越来越难以支撑业绩增长时，性价比更高的的营销广告，更柔性的产品供应和市场反应，以及更好的渠道下沉成为每一个海外快消巨头的新希望。阿里电商平台正在用农村淘宝、媒体整合投放、天猫淘宝等整合资源，为这个希望找到一条路径。