体球网


新物种盒马里:阿里新零售业中的变和不会变更

体球网  HEMA“DINGSHANG”GOUWUZHONGXINLE。

  历时两年筹办,三个月更新改造,在盒马鲜生奔逃三年后,11月30日,首个盒马里·岁宝购物中心在广东深圳莲塘开张了,当作全国性首个线上线下连通的数字化社区购物中心,根据网络更新改造的本地生计综合体“盒马里”,看起来好像有阿里当初根据网络更新改造实体店做生意“淘宝网”的影子。

  KEGUANSHISHISHANG,LIANGZHEQUEYOUXIANGSIZHICHU,HEMALISHIGENJUWANGLUOFUNENGDEXIANSHANGXIANXIAXIANGTONGDESHEQUGOUWUPINGTAI,ERTAOBAOWANGSHIZHANGZAIWANGLUOZHANGSHANGDEXIANSHANGGOUWUPINGTAI,JINGUANDUIZHUNHEXINGTAIGEBUTONGYI,DANBENZHIDOUHUIWEIKAOLV(HUOYINDAO)KERENXIAOFEIXINFAZHANQUSHI,BINGJIEZHUWANGLUOJISHUDAZAOCHUDEQUANXINGOUWUPINGTAI(DANGNIANLAIKAN)。

体球网  FANSHI,CONGGAIJIAODULAIKAN,“HEMALI”YEKEKANZUOSHIALIDAZAOCHUDEYIGE“XIANXIATAOBAO”,TAJIYOUXIANGCHUANTONGSHIGOUWUZHONGXINYIYANGDEXIANXIASHITIXIAOFEICHANGSUO,YOUYOUXIANGTAOBAOWANGYIYANGDEXIANSHANGXIAOFEICHANGJING,JINENGCHUSHIGOUWUXUQIU,YENENGKAOLVXIANXIAGANSHOU、XIUXIANHEYULEDENGQIYUXUQIU。

  有意思的是,多年前马云曾预言今后10年实体店将倒一半,取而代之的是电商,而在淘宝网获得成功后,马云又说10年到20年左右电商可能消失,替代它的可能是新零售业。可见在阿里的战略中,不论是淘宝网(电商平台)还是盒马(新零售业平台),它们问世的使命是一样的——为考虑客人新消费需求而生。

  HEMALIDANGZUOHEMATANQIUZONGHETIXINLINGSHOUYEDETANLUZHE,NENGGOUSHISHUOHEMAZHEIXIENIANQUANBUTANQIUDEYICIDIEJIA——JINGYINGGUIMOGENGDA,PINLEIGENGDUO,FUWUGENGGUANG,NANDUGENGDA。TOUGUOBIAOCENGKANBEIHOU,TAWEIHEHUIZAICIKEWENSHI?TAYUCHUANTONGSHIGOUWUZHONGXINYOUHEBUTONGYANG?TAJIANYINGDUINAXIENANDIAN?YOUNENGFOUHUODEXIANGQIANBEI“TAOBAOWANG”YIYANGDEHUODECHENGGONGNI?DOUZHIDETANTAO。

  登门槛效应下,盒马鲜生“奉上”盒马里

体球网  ZHEIJINIANZHONGDUOPINGTAI(XIANSHANGPINGTAIWEIZHU)TICHUGELEIXINLINGSHOUYEDINGYI,BIRUMAYUNTICHU“XINLINGSHOUYE”,LIUQIANGDONGTICHU“WUJIELINGSHOUYE”DENG,BENZHISHANGDOUHUIXIANSHANGLIULIANGHONGLIZHUJIANXIAOSHI,XIAOSHOUPINGTAIWUQIULIANTONGXIANSHANGXIANXIAQUANQUDAO,YOUCONGXIANSHANGHUOQULIULIANGBIANWEIXIANSHANGXIANXIATONGSHIHUOQULIULIANG,BINGJIANGQIFAQIZHENGHEHUDAOYITISHENGLIULIANGLIYONGLV,ZHENGTISUODUANLIULIANGHUOQUCHENGBEN。

体球网  GUANBULESHITAOBAOWANG,HAISHIHEMALI,LIULIANGDOUHUIZUIZHONGYAODE,HERUYIZUIDICHENGBENHUOQUZUIDALIULIANG,BINGRANGZHEIXIELIULIANGZUIDAZHUANHUAWEIXIAOLIANGJIUSHIQISHANGYEFUWUMUBIAO。 FANSHIZAIHEMACEOHOUYIYANZHONG,HEMADEJINHOUSHIGECHAOJIAPP,QIZHONGJIMUBIAOSHIJIANGXIANXIADELIULIANGBIANQIANWEIHEMADELIULIANG,ERTAJIHEMALI·SUIBAOSHEZHIDEMUBIAOJIUSHIXIANSHANGXIAOSHOUNENGCHAOGUO30%,ZHONGJIMUBIAOSHIXIANGZUODAO50%,KEJIANCONGXIANXIAHUOQULIULIANGCAISHIHEMALIDEGENBENMUBIAO。

体球网  KONGPA,LIULIANGBUZHISHISHIZHONGDIAN,GENGSHIQIDIAN。ZAIHEMALI·SUIBAOTUICHUZHIQIAN,HEMAXIANSHENGYIZAICIFAZHANYINIANDUO,BINGJIZANLEZHOUBIANSANGONGLI5WANDUOMINGHUIYUAN,ZHEIWEIHEMALIDETUICHUMINGSHILELIULIANGJIBEN,FANSHICONGHEMAXIANSHENGBIANWEIHEMALI,ZHIZHIYOUJIANGPINLEICONGCHIYANZHANDAOCHUANZHUXINGYONGDENGQIYUFANGMIANERYI。

  TONGGUOXINLIXUEDE“DENGMENJIANXIAOYING”KEZHI,YAORANGTARENJIENAHENNANDEYAOQIUSHI,ZUIHAOXIANRANGTAJIENAYIGEXIAOYIDIANDEYAOQIU,ZHEIYANGTAJIUJIAOWEISHIFENRONGYIJIENAGENGGAODEYAOQIU。FANGZAICONGHEMAXIANSHENGCHAOJINHUADAOHEMALI·SUIBAOLAIKAN,YAOXIANGRANGYONGHUZAIHEMAAPPSHIXIANCHICHUANZHUXINGYONGFAQIXIANSHANGXIAOFEI,XIANCONG“CHI”ZHEIGEGAOPINXUQIUPEIYUGANGKAISHI。RUGUOSHUOHEMAXIANSHENGLEIJIYONGHU,JINXINGLECONG0DAO1DEZHIBIAN,NEIMECONGYICHIWEIZHUDEHEMAXIANSHENGTUOZHANDAOCHICHUANZHUXINGYONGDENGDUOPINLEICHANGJINGDEHEMALI,ZHIYOUSHI1DAO100DELIANGBIAN。

  CHULIULIANGWAI,CONGCHANGJINGSHENGTAIDAOJISHUCHAOJINHUAFANGMIANLAIKAN,HEMALIGENGSHIZAIHEMAYIXILIETANQIUHOULAIDEZHIBIANCHANWU。SHOUXIANCONGCHANGJINGSHENGTAILAIKAN,ZAIHEMALIZHEIGESHEQUZONGHETIZHIQIAN,HEMAYIJINGYOUHEMAXIANSHENG、HEMACAISHI、HEMAmini、HEMAXIAOZHAN、HEMAF2HEPick'goDENGCHANGJINGSHENGTAI,GONGYOU170DUOJIAMENDIAN,ZHEIXIESHENGTAIYI“CHI”WEIZHU,FENBIEZAIBUTONGYANGKELIUMIDUDESHIQU、DACHENGSHIJINJIAOQU、XIANSHICHENGZHEN、BANGONGLOUQU、TONGQINLUSHANGDENGJINXINGLETANQIU;

  QICI,CONGJISHUCENGMIANLAIKAN,ZAIHEMALIZHIQIAN,HEMAYIJINGGUANCHUAN“CHI“JINXINGLEJINGYINGTIAOMUSHUJUHUA,LIANTONGLEXINXILIU、SHANGLIU、WULIUHEZHIFULIU,PEIYANGLEXIANSHANGXIANXIAGOUWUCHANGJING,JIZAICHUZHIXINLINGSHOUYECHIDENANTISHANGSHIXIANLEXINLINGSHOUYESHUZIHUADECHENGSHUQI,HEMALIDEWENSHIZHIZHIYOUSHIJIANG“CHI”YANZHANDAOCHUANYONGZHUXINGDENGQIYUFANGMIAN。

体球网  KEJIAN,HEMALIZAICIKETUICHUSHIJIYUHEMASHENGTAIZAILIULIANG、CHANGJINGSHENGTAIHEJISHUJIZANDAOYIDINGCENGJIDEYICIZHIBIANHESHIZHEDEXINTIAOZHAN。

  变:重构人货场,盒马里与购物中心的三重化反

体球网  HEMALI·SUIBAOZHENGTIMIANJIWEI4WANPINGFANGMI,YINGYEMIANJIWEI2WANPINGFANGMI,ZONGGONGYOUSANCENG,HANGAILINGSHOUYE、CANYIN、SHENGJIFUWUHEQINZISIDAYETAI,QIZHONGYILOUSHILINGSHOUYE+CANYINDIQU,ERLOUSHIHEMAXIANSHENG(ZHANSANFENZHIERDEMIANJI)+SHENGJIFUWU+ERTONGQU,SANLOUSHIERTONGXIUXIANQU。