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零售通“幻化”出天猫下半身 洋“财神”看好:这是咱们的事业

2017-09-22 16:52:16   中国经济网

零售通“幻化”出天猫的下半身打造线下流量入口

除了智慧渠道通路,更重要的是,品牌通过零售通能够实现数据的反哺,为线下零售小店提供有针对性的产品。

“以往我们的销售数据在不同的链路上都是一个个孤岛,我们不知道是哪些人在买我们的商品,也不知道货铺到哪些小店去了。”周力说,借道零售通全链路数据化,让亿滋第一次清晰看到消费者真实的喜好和需求。“比如我们的奥利奥零食桶和炫迈月光宝盒,就是根据线下销售数据来为零售通定制的。”

和亿滋一样,零售通全链路的数据,让越来越多“淘品牌”接触到线下实体门店,蜀道香、百草味等品牌都相继进入到50多万家零售小店,并根据数据定制了适合线下消费者的产品。

阿里巴巴集团副总裁、零售通事业部总经理林小海表示,如果说天猫是阿里新零售战略的上半身,那零售通就是下半身。“我们已经逐步把一些线上的品牌带到了线下,我们会作为天猫主要的渠道,把天猫合作非常成功的品牌,作为一个渠道把品牌分销到百万商店,而这些小店未来都将成为阿里巴巴一个新的流量入口。”

林小海称,现在整个互联网触网人数,微信最多是八九亿,淘宝已经接触了五个多亿。“剩下一半没有接触互联网和没有接触电商的人口,其实大多数都是老人孩子。他们主要的场所在哪里,就是小店,这是零售通最大的价值。”

据了解,目前零售通已经覆盖全国50多万家小店,一年内将覆盖100万几家小店,已经成为快消B2B领域最大的平台之一。有业内人士分析,在新零售的趋势下,信息技术对商业的改造正从销售端向供给端的纵深推进,共建数字化的商业基础设施将重新定义传统零售供应链体系,提升效率存量市场的同时发现增量市场。而零售通恰恰在零售业的转场过程中,表现出了强大的商业重构能力。

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