Alibaba?s ?New Retail? Model: A Better Omni-Channel Experience for Luxury Consumers"
Luxury brands in China may have opportunities for better online to offline integration under Alibaba’s “new retail” model. (Shutterstock)
In just a few years, the explosive development of the e-commerce industry in China has led to the revolutionary transformation of the ways in which luxury brands do business there. Alibaba group has played a crucial role in shaking up the traditional retail sector, but now, the e-commerce giant is bucking the trend by buying up brick-and-mortar stores. With what it calls the ?new retail? model, Alibaba is likely to bring big changes to the country?s retail landscape yet again, signalling an opportunity for luxury brands to consider what this can mean for their customer experience.
Last week, Alibaba announced its strategic partnership with Bailian Group, the largest brick-and-mortar retailer by store numbers in China. The deal is the latest move by the company to develop its ?new retail? model?a concept first put forward by Jack Ma in 2016. By combining its e-commerce platform with traditional retail physical infrastructure, the new model attempts to create a brand new shopping experience for customers and disrupt the traditional logistics operations of brands by using the latest technologies, such as big data and artificial intelligence. Over the past year, Alibaba has aggressively acquired sizable Chinese retailers of different types. It has formed partnerships with supermarket retailer Bailian Group, high-end retaile...
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