In the last few days before the New Year’s holiday, when everyone staged the “temptation to go homeâ€, the sudden financing of the home actually ignited the boiling point of the entire industry. On February 11, the family actually accepted a joint investment of up to 13 billion yuan. In addition to the four leading investors of Alibaba, Taikang Group, Yunfeng Fund and Jiahua Weiye Capital, Hualian Changshanxing and Sequoia Capital 16 major domestic well-known investors including Xinzhongli, Noah Holdings, Boyu Capital, Bo Rui Capital, Jiuding Capital, Joseph Investment, China Chengxin, Minsheng Bank, CITIC Jiantou, and ICBC all participated in the investment.
In this investment, Alibaba invested 5.453 billion yuan, holding 15% of the shares, becoming the second largest shareholder of the actual family. As an innovator in the industry, he actually met with Alibaba Lake University and joined the 18th birthday in 2017 to enter the adult ceremony. At the signing ceremony, Wang Linpeng, the chairman and president of the House of Reality, wore a pink suit worn at the time of marriage, and Alibaba Xiaoyao was rarely seen wearing a suit and tie, and said that he was married. sense". This "marriage" brought the first 10 billion-level strategic financing in China in 2018. Why did the money-stricken home always spend a lot of money and spend money?
Actually, Wang Linpeng said:
“Grand Home†has transformed 1200 stores into “big consumption†for ten years
Actually, the value of the home is so much money? Actually, the family has not been financing for many years, and the financing is more than 10 billion. How to use the money? Can you use it? Can the investment achieve the expected return? Regarding these questions, Wang Linpeng, Chairman and President of the Real House, answered this question:
First, the future development strategy of the home will be to take the home as the core business, open 600 stores within five years, and open 1,200 stores within ten years, not only to become the absolute leader of the home industry, but also to become China's first First-tier cities to county-level fourth- and fifth-tier cities to achieve strong coverage of commercial brands.
Second, the future business model will be online and offline integration, relying on big data drives. Many years ago, I actually slumped a lot of money in this area. In 2017, we finally found the direction. Alibaba has become the second largest shareholder of the actual home. Our two parties will conduct in-depth cooperation on “1+1>2†in mobile payment, smart stores, e-commerce platform, smart logistics and consumer finance.
Third, to create a smart home logistics service platform with the characteristics of large household items and floor-to-side distribution. The characteristics of the actual logistics are characterized by the large-scale home store, while providing the last mile from the downstairs to the user's home, including installation, maintenance and after-sales.
Fourth, industrial chain finance is a very important foundation for a home. There are more than 2,000 factory cooperation in the home, and there are more than 300,000 businesses. In 2017, we will achieve a scale of more than 4 billion. In the future, this is also an important growth point for the home.
Fifth, we combine the development of vertical forest complexes to make fourth-generation houses. As soon as the plan came out, the local government swarmed and wanted to put this thing in China as the first project. We hope to build a shopping mall for the home through the development of the fourth-generation home.
Xiaolang said: The home store giant is in the stage of burning money to grab the market cake, accepting more shareholders' investment and leveraging capital to provide more possibilities for strengthening the business channels of the actual home. In the speech, Mr. Wang mentioned the most is the transformation and upgrading from “big home†to “big consumptionâ€. On the one hand, it is because the future business model is developing towards cross-border, on the other hand, the upstream brands in the home furnishing industry are decreasing. From the pure home store to the home-based shopping mall, it is also a major manifestation of consumption upgrade.
Alibaba Xiaoyao said:
Data Drives See the Future of the Industry Whether it's business scenarios, payment finance, logistics, cloud computing, big data can help the industry move into the future, this is the most important thing that Ali and actually walk together today. But only Alibaba's wishful thinking is not enough. We have seen the team of the whole family, represented by Mr. Wang, have made their own explorations for future opportunities such as smart logistics, design, homestyler and so on.
Behind this, Alibaba also hopes to help, using data and technology to push the home industry to the future. The future changes, from the business model of property leasing to the big data-driven business model to the consumer-driven business model, are the common future seen by Alibaba and the real home today: in the era of digital economy, In the new retail era, redefine industry value, redefine our value to customers, value to consumers, and value to the entire industry chain.
In this investment, Alibaba invested 5.453 billion yuan in the actual home, holding 15% of its shares. As an e-commerce leader, it can be said that Alibaba's shareholding in the home means that “new retail†is not only the integration of online and offline, but also the integration of comprehensive platforms and professional channels, between data, goods and services. A new refactoring of the interaction, and the retail platform will form a deep feedback on the production process.
They have established a future sample of new retail
The cooperation between Alibaba and the House of Reality can be used as a typical sample to analyze the future of China's “new retailâ€. Behind this tens of billions of investment, it seems that we can see the determination and confidence of Alibaba and Real Home, the two largest online platforms in China, and China's most influential offline chain to explore the future sample of China's “new retailâ€.
In recent years, the home has adapted to the Internet, from “big home†to “big consumptionâ€. The business scope includes cross-border e-commerce, imported food supermarkets, digital smart goods agents, cinema catering, children training and entertainment, sports and fitness, Home care and so on.
Xiaoyao also said that digital, data, and technology empowerment can integrate the world of the Internet with the world of entities. Under the support of Alibaba's data, the actual home will realize digitalization and multi-dimensional 3D modeling of goods; carry out offline storefront transformation, and establish a database by collecting consumer consumption behavior; improve and deepen the actual logistics system to realize product out The library goes to the consumer's home to complete the final step of the installation of the full process service; with the system's mining analysis, to gain insight into market changes and promote precision marketing.
The introduction of Alibaba in the home of nature is essentially a focus on Alibaba's commercial capabilities. And Alibaba's empowerment process for the actual home is also a process of continuous improvement and evolution of Alibaba's open and inclusive “new retail†ecology. The digital transformation of the home of the family is expected to become a model for the upgrading of the consumer Internet to the industrial Internet. It is foreseeable that in more vertical retail industries, Alibaba will carry out a layout like the actual home, so that more industries will be upgraded due to the digital dividend, thus driving the overall evolution of Chinese business.
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