2019阿里投资者日-天猫超市：引领传统零售业转型-2019.9-29页 (2).pdf

Tmall Supermarket Leading the Transformation of Traditional Retail LI Yonghe,President of Tmall Supermarket 1September 23-24,2019 Hangzhou,ChinaReforming the“Old Town“旧城改造?2Reforming the“Old Town“旧城改造Reforming the“Old Town“旧城改造?3010203Market Size of Traditional Retail and Transformation Progress 旧城规模及改造进展Traditional Supermarkets Pain Points and Solutions 传统商超的痛点和解决方案Scalability and Sustainability of Taoxianda 淘鲜达模式的规模化与可持续发展?4大卖场同比年对年金额增速Hypermarket Retail Sales Annual Growth（1）2014201520162017201820194.5%2.4%0.7%0.6%5.8%-0.8%快速消费品城镇零售渠道销售额占比Fast-Moving Consumer Goods Retail Market（2014-2018）年复合增长率Compound Annual Growth Rate20142015201620172018(1)电子商务35.1%eCommerce 便利店2.0%Convenience Stores 大卖场0.6%Hypermarkets 超市/小超市1.7%Supermarkets 杂货店-5.7%Mom&Pop Shops其他3.7%Other线下零售增速放缓，电商营收规模仍持续增长，传统商超“旧城改造”市场巨大Significant Market Opportunities in Transforming Traditional RetailNote:1.KWP&Bain,“Chinese Shoppers Report Series I”(2019).3.5%23.6%39.4%6.7%20.8%7.9%3.3%22.4%39.0%6.1%21.3%11.1%3.5%21.9%37.3%5.3%21.0%13.4%21.5%36.4%4.7%20.7%16.7%3.2%20.2%35.3%4.4%20.1%6.0%3.5%?5Note:1.As of August 31,2019.淘鲜达数字化赋能线下零售商超Taoxianda Digitizes and Transforms Offline Retail Stores?6Notes:1.As of August 31,2019.2.Include prefectural and county-level cities as of August 31,2019.23(1)已加入淘鲜达数字化改造的零售商超品牌Digitized Retail Brands800+(1)国内已完成数字化的门店数Digitized Retail Stores278(2)淘鲜达门店已覆盖的城市数Cities Covered淘鲜达数字化赋能线下零售商超Taoxianda Digitizes and Transforms Offline Retail Stores?7Traditional Supermarkets?Pain Points and Solutions实体商超的痛点和解决方案?8新货How to Build Supply Chain for New Products?如何实现新商品供给？新人How to Acquire New Consumers?如何获取新客？新场How to Build Efficient and Trendy Stores?如何打造高效新潮的门店？?9 10Efficient and Trendy Stores 更高效、更新潮的门店?10 11Note:1.As of August 31,2019.?11(1)800+storesStoresCreating Online Stores:Digitization of Physical Stores Can Create Sizeable New Demand Without Affecting Daily Operations线上门店：不影响实体门店运转的前提下 规模化服务于增量客群场货架陈列Shelf Display门店货仓Store Warehouse线上导购Online Shopping Guide商品及库存可视化Management SystemStores场提供基于线上线下门店的精准市场和可视化运营赋能Provide Marketing and Operational Tools for Online&Offline Environment?12Neighborhood Consumer Cohorts 社区/办公楼用户分层Cumulative Penetration Rates累计渗透Sensitivity to Discounts 折扣敏感度Monthly Average Spending 月均消费金额Neighborhood to Stores 到店骑行距离Neighborhood Info 社区维度数据Potential Consumer Info 潜客数据Existing Consumer Info 老客数据Existing Consumer Engagement Metrics 老客活跃渗透率数据化商家运营后台Database Management SystemLBS技术为商家提供可视化门店场和精准市场Targeted Marketing Driven by Location-based TechnologiesStores场?13选购Choosing结算Paying离店Leaving在家At HomeMobile MarketingPOS MarketingMultichannel AdvertisingMultiple Interaction Points移动端营销POS推广多场景营销广告多端购买进店前Before Arriving到店Arriving逛店BrowsingFlyerPostersSalesDM派发门店海报员工推广基于线下智能终端的数字化门店：实现全链路营销体验Integrating Online&Offline Marketing Using Intelligent Systems?14Stores场 15Supply Chain for New Products 新商品供给链?15 16数字化赋能，新品类补充Digitization Empowers Merchants to Enrich Product Assortment?16Products货商品力升级Product Upgrade供应链赋能Supply Chain Empowerment数据驱动Data Driven新品类补充New Product Additions 17?17Note:1.3R stands for Ready to cook,ready to heat and ready to eat food.数字化赋能，新品类补充Digitization Empowers Merchants to Enrich Product AssortmentPopular Online Products网红商品日日鲜From Farm to Table3R Foods3R商品(1)Products货 18?18商品力 人群画像Products Consumer Profiles商品力 LBSProducts LBS(1)Products货商品分层、人群分层精细化运营Personalized Products and ServicesNote:1.LBS represents Location-based Services.19?19(1)Products货商品分层、人群分层精细化运营Personalized Products and Services本地化推荐LocalizationUsers in Qingdao 青岛地区Users in Hangzhou 杭州地区Note:1.LBS represents Location-based Services.个性化导购Personalized RecommendationAdvanced User Homepage老客首页New User Homepage新客首页Diversified Logistics Capability 多样化的履约能力 /5-20 kmOne-hour Delivery1 小时达 /0-5 km商品力提升平台履约能力补给带来新消费者体验Upgrade of Product Assortment and Delivery CapacityFrozen Food 冷冻冰鲜Cooked Food&Bakery 熟食烘焙Refrigerated Food 冷藏品Fresh Food 生鲜Dairy 乳品Cleaning&Care Products 清洁日化Products货?20 21New Consumer Acquisition 新客获取?21运用全网资源，实现用户增长运营能力及产品的商家赋能?22用户增长团队搭建以及技能培训Build and Train User Acquisition TeamsLeverage our Digital Economy to Build Consumer Acquisition CapabilitiesConsumers人吸引门店覆盖范围内的手淘活跃买家Introduce Taoxianda to Existing Taobao Consumers与手淘合力获取新客Working with Taobao to Attract New Consumers淘鲜达用户画像:高价值年轻化Taoxianda Consumer Profile:Higher Spending and Young54%淘鲜达用户在淘系年消费6,000元以上Taoxianda Consumers Spend on Average RMB 6,000+per Year on Alibabas China Retail Marketplace消费力强(1)Strong Purchasing Power 淘鲜达用户出生于1990年后 Taoxianda Consumers Born after 1990年轻化Young(1)34%淘鲜达老客月购买频次Number of Monthly Purchases by Taoxianda Consumers高频复购High Purchase Frequency2.35(2)Notes:1.For the last twelve months ended in August 31,2019.2.Repurchase rate of existing customers during the month of August 2019.?23Consumers人实现离店人群的运营Managing Consumers Beyond the Reach of Offline StoresConsumers人Notes:1.One of RT-Marts stores average daily offline consumers for the 2017 calendar year.2.One of RT-Marts stores total addressable consumers within a 5km radius of the store as of August 31,2019.846,000门店可触达用户数Total Addressable Consumers（2）Potentially Online11,000+单日可运营到店用户数Average Daily Offline ConsumersOffline大润发某门店RT-Mart Case Study（1）?24RT-Mart:Digital Transformation is Paying Off大润发：数字化改造初见成效?25Notes:1.2019 interim result of Sun Art Retail Group.2.Data from the month of August 31,2019.?26大润发：数字化改造初见成效RT-Mart:Digital Transformation is Paying Off(1)18,000+已完成数字化的SKU数Digitized SKUs(1)99%平台履约率Fulfillment Rate485(1)已完成数字化基础改造门店数Digitalized Stores（2）700+商户所有门店单店日均单量Average daily orders by store of all RT-Mart storesCase StudyNote:1.For the month of August 2019.?27大润发：数字化改造初见成效RT-Mart:Digital Transformation is Paying Off(1)6.5%+淘鲜达改造后线上销售额贡献Percent of Online Revenue After Integration of TaoxiandaCase StudyScalable and Sustainable Growth淘鲜达模式的规模化与可持续发展?28?29扫码关注：金融干货精选获取更多干货资料