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海澜天猫携手布局新零售 重构商业生态格局

2017-09-04 04:15:57   中国青年网

作为“新零售”战略的实施主阵地之一,天猫服饰事业群总裁尔丁女士在发言中提到,“天猫与海澜之家的合作其实已经有6年之久了”。在过去几个月中,双方又合作了很多新的项目,包括共同完成了上千家门店商品的线上线下打通,取得了令人瞩目的成果,此次战略合作是海澜之家和天猫的合作转折点——开始从量变到质变,到达新零售合作的另外一个新高度。

以天猫和海澜为代表的互联网和实体商业,基于对未来商业的共识,共同探索新零售,合力打破虚拟实体之别,在商业史上具有里程碑式的意义。互联网商业离不开实体内容的充实,实体则需要虚拟技术和大数据拓展空间。

在供给侧改革视野下,天猫用新技术为实体经济赋能,借助线上手段支持线下创造新的可能;反之亦然,以天猫为代表的互联网商业同样需要海澜之家这样长久累积的实业基础为新零售的内涵赋能。海澜之家和天猫的战略合作,是实体经济与虚拟经济的一次深入且具体的融合交汇,是实体经济和虚拟经济在服装领域一次重要的“牵手”!

具体到此次合作来看,通过大数据预测消费趋势、C2B反向定制实现柔性化供应链,天猫将全面赋能商家、服务商家体系升级,并依托大数据完成品牌力诊断以及品牌运营的结构性优化。而海澜之家的供应链资源、库存管理能力以及在区域市场的布局能力,将大幅降低这一过程的整体运营成本,加速和强化新零售实现的流程和规模。

高度协同 创造路径

伟大的时代需要英雄的书写。在双方顶层设计者的见证下,由周立宸先生和尔丁女士分别代表双方,联合释放了未来双方将在线上和线下、技术和实业、传统和创新、过去和未来层面深度协作的信号。

据了解,男装国民品牌海澜之家旗下5000家线下门店将全面升级为新零售“智慧门店”是第一步,利用互联网和大数据,双方协同将“人、货、场”等传统商业要素进行重构,打造全新的商业形态,才是新零售的要义。

媒体采访环节,尔丁表示,“通过阿里巴巴的相关工具,消费者在线下购买的时候,能够沉淀在海澜之家在阿里体系内的私有数据银行里头”,未来消费者积累下来,线上的大数据即可完成用户画像。据了解,这种双方根据消费者的喜好完成的精准触达,是新零售的一种模式。

“此次合作的重点是数据打通”,在周立宸看来,数据共享是新零售的重要方向。双方联合用创造性元素把整个供应链的生产、制造、批零重新进行需求匹配,发挥协同效应,实现成长体系的创新,建立消费者体验为中心的泛零售形态只是时间问题。

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