Tmall's "New Retail Edition IKEA" project will be officially launched on September 22nd in Hangzhou

Recently, a number of media reports said that a new retail home smart experience museum called "HomeTimes Home Age" will land in Hangzhou. According to the news, the concept store covers furniture, household accessory household goods and 3C digital products. Each store selects the matching characteristics of the matching products according to different customer preferences.

On September 11, Alibaba, the retail plus director of Alibaba Cloud Retail Division, confirmed the news. He said that the "Hometimes era" is a new benchmark for Tmall big data and smart hardware enabling offline retailers. The "Hometimes Home Age" project, which is located in the "New Retail Edition IKEA", will officially be launched in Hangzhou West Lake Yintai on September 22, while the Cloud Retail Division will provide this retail + system support for the store.

According to Han Cao, the store is a collection of home brands, covering an area of ​​nearly 500 square meters. The store's business scope covers furniture, home-supporting daily necessities and 3C digital products, from large pieces of furniture and audio speakers to small beauty instruments. Kitchen supplies, stores according to different customer preferences, through the Tmall big data selection recommended matching store characteristics for data selection.

When the store becomes smarter, like the unmanned supermarket, consumers can easily shop in the “HomeTimes Home Age” even without cash. After entering the store, all the goods prices use the electronic price tag to synchronize the online price in real time, the online price change line stores automatically change the price, the best price is synchronized to the customer in real time, scan the QR code on the electronic price tag, you can jump Go to the online store and complete online shopping in seconds.

If consumers want to see their favorite home scenes such as French, American, and modern styles, they can also experience purchases in the virtual model room of the in-store electronic screen. According to reports, there are currently 5 model rooms, dozens of furniture combinations to choose from, including the living room and bedroom scenes, you can choose the appropriate sofa, cabinets, curtains, etc., click free to replace, mix and match.

In addition, it is understood that big data analysis is the secret weapon of the smart store. The products in the store will also be based on the data selection of the customers around the West Lake Intime, based on the changing needs of the surrounding customers. “In fact, at the same time that consumers enter the store, the store passenger flow analysis system will conduct statistical analysis and user data collection for passenger flow. After in-store consumption, big data can also analyze and operate the consumption behavior of member users within one week. Consumers can also receive accurate new product pushes from the brand to increase the repurchase rate.

The Home Age project has both online and offline omni-channel genes from the beginning, and this is the key to new retail. In the era of home, not only will the cable store, the offline store will be equipped with a large screen, VR, etc., open online and offline, to achieve the same price of the same line online and offline. According to the plan, the new retail home life selection store will open the first experience store in West Lake Yintai. At the end of 2017, three stores will be opened. In 2018, 15 1000-square stores of the same type will be opened.

According to statistics, in 2016, the domestic household industry market has reached 5 trillion yuan, and the sales of the Internet platform in the home industry is only 100 billion yuan. Therefore, the combination of the new retail model and the home industry is bound to ignite a huge market. .

Prior to this, Ali and Intime jointly created the life selection, the first new retail home project, which opened at the end of last year at the Hangzhou Wulin Yintai Main Store. With a total area of ​​1,200 square meters, there are multiple customer scene experience zones, and online and offline brand fan linkages have brought 70% of sales.

While improving the efficiency of business operations, in order to allow consumers to enjoy a more intelligent shopping experience, Han said that Ali's retail plus system will be based on the full realization of B2B2C link data, combined with Tmall big data. Capabilities, bringing smarter distribution and smart store integration solutions to more brands.

It can be said that in the new retail mode, Tmall is the first to explore a new path in the home industry, that is, consumer-centric, user experience as the core, online and offline linkage, and bring the customized home lifestyle to the trend terminal.

The data shows that as of April 2017, when consumers buy goods online at home stores, they use the Tmall app to scan the QR code of the product, real-time price comparison, online sales, consumer evaluation, etc., which has more than 60,000. The home line can be realized, covering over 500 brands including Sophia, B&Q and Shangpin. Tezhan Electric's president, Sakai, said at the TES Summit that he would raise this number to 800 brands and 100,000 offline stores in 2017.

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