You only saw Jack Ma's "coffee scavenging", but ignored it.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Since last weekend, the media, large and small, have been occupied by the news that Jack Ma's first unattended supermarket opened. When you huddle with the sensational crowd to see what's going on, you just ignore that this is only one of the big moves in Jack Ma's "new retail" game.

The establishment of "Super IP" paves the way for the grand strategy behind Ali can be called the founder of China's "Super IP", and every manufacture of "Super IP" will be accompanied by a whole set of business strategy. "double 11", which has become the carnival night of "minced hands", was initiated by Tmall. After 6 years of baptism, "double 11" has become the killer mace of Ali's top position in domestic e-commerce.

The relatively young Taobao creation Festival has become Ali's second "super IP". The second Taobao creation Festival held this year is expected to attract nearly 100000 visitors, and tickets are hard to get. Its popularity can be compared with the number of visitors to the CES International Consumer Electronics Show. The 50-year-old CES has 175000 visitors this year.

If "double 11" is tied to Taobao 1.0, then the strategy behind it and the goal it wants to achieve is only to solve the most basic material consumption needs. The Taobao creation Festival, which plays the role of Taobao 2.0 guide, is to create demand that consumers can't even think of. From this change, we can clearly see that Ali is sending a message: as long as your brain is big enough, Taobao has enough ability to provide you with all kinds of services. These new opportunities are bound to stir up the original ecology, and the future market will belong to those who dare to innovate.

After careful consideration, this "Taobao creation Festival" is completely using its "super IP" effect to attract the attention of all online and offline consumers. The unmanned supermarket has become the grand finale of this "Super IP" campaign, which successfully takes advantage of people's curiosity and the endorsement effect of Ali Group to push the long-existing "unmanned selling model" to another height. The younger sister had to admire Jack Ma's business wisdom and opened the way for her grand strategy with the help of the "super IP" marketing with the most Internet attributes.

Why can Jack Ma's "unmanned supermarket" be popular? In fact, for people who keep up with the trend of science and technology, "unmanned supermarket" is no longer a new concept. Internationally, Amazon launched AmazonGo in the United States as early as December 2016. although it caused a moment of heated discussion, it was hindered by technical defects in the final offline promotion. Deep Blue Technology also unveiled the self-developed TakeGo unmanned store in February 2017, but so far it has not caused much sensation and resonance among ordinary consumers.

The reasons are nothing more than the following:

Both ① AmazonGo and TakeGo lack Ali's nearly perfect ecological environment and industrial chain. Relative to these two "unmanned shops", Ali's "Amoy Coffee" has the support of big data. From the identification of identity and commodities, to the security monitoring link, and then to the payment and settlement link, there is the support of Ali big data behind each link. In today's and the next 5-10 years, big data is the key to integrate and improve the overall ecological environment and industrial chain.

② Ali's own "super IP" effect and user resources that have been accumulated for many years are also difficult to compare with other "unmanned stores". Ali's position in the field of creating "super IP" has yet to be shaken, and the second biggest advantage that can be shared with it is its accumulated user resources for many years. Some people may wonder how these scattered online resources got offline. That's because you don't see what Ali has done for this transformation. The answer actually exists in this "Taobao creation Festival". After analyzing the data collected online, Taobao has worked out a "shopping channel" for you with the help of cutting-edge cool techs, such as AI.

③ grasps the B side and pulls more merchants and suppliers into Ali's big platform is also an advantage it can break out. In the face of "life-threatening" brick-and-mortar merchants and suppliers squeezed by Internet e-commerce, Ali provides technology and data advantages they do not have. This makes more and more physical merchants and suppliers seek to cooperate with Ali to reduce their operating costs while giving full play to their own advantages.

Thus, it is clear that Jack Ma only uses "Amoy Coffee" as the sample model of "new retail". The prototype of the grand strategy behind it is shown in front of the public through "Amoy Coffee", and by the time you understand it, it may be too late.

Who on earth did Jack Ma's "five New" strategy overturn? When everyone was immersed in the 2017 Taobao creation Festival, Alibaba officially announced the establishment of the "five New Committees". CEO Zhang Yong will serve as chairman of the committee, co-ordinating all forces in Ali's ecosystem and devoting all efforts to the construction of the "five new" (new retail, new finance, new manufacturing, new technology, new energy). This strategic thinking, which originated from the Yunqi Conference in October 2016, was officially landed by Jack Ma.

While many companies are still fighting for traffic in e-commerce, Jack Ma has integrated online and offline retailing. As he himself said: "the retail industry will present a new format of online and offline integration, and will be combined with smart logistics to produce new retail; traditional B2C manufacturing will completely shift to intelligent, personalized and customized C2B manufacturing; data-based credit system will generate real new (inclusive) finance, which will bring benefits to all entrepreneurs, young people and small businesses." An endless stream of new technologies will be born based on the Internet and big data, changing all aspects of human production and life, while data will replace oil, coal and electricity as new energy for technological development and production innovation. "

Jack Ma's "five new" strategy is destined to become a huge challenger for all industries, enterprises, and even individuals. But subversive events often create more opportunities, and how not to be eliminated by this era will become a challenge that everyone needs to face actively. Don't think that "strategy" is far away from you. When all your perceptions are subverted and all your habits are changed, you will be overturned to the ground.