Online benchmarking and offline benchmarking are becoming more and more popular. Ali has once again extended his hand to the opponent’s field, and this time he killed two birds with one stone. On October 10, Taobao special edition, one of Alibaba’s e-commerce matrices, announced the launch of the “1 yuan more fragrant Festival”, in which 100 million pieces of factory goods can be sent home by parcel with only 1 yuan per piece. The activity will continue until the end of double 11. < / P > < p > therefore, on that day, Hu olfactory specially checked the page of Taobao special edition app “1 yuan more fragrant Festival” and tried to buy “1 yuan items”. Up to the time of publication, the goods have been received on time and the quality meets the expectation. < / P > < p > before the Taobao special edition app is opened, you can intuitively see several eye-catching characters “special price – October more fragrant Festival” displayed on the app icon. When you click the icon to jump to the page, there will also be a H5 propaganda map of the 1 yuan more fragrant Festival. In addition to the promotional products, there are also tips for grabbing red packets. < / P > < p > after entering the page, 1 yuan gengxiang Festival directly appears in the first part of the recommended position, and the left and right sides of the word are “1 yuan open grab! “And” 1 billion melon bonus package “, after clicking 1 yuan to open the grab, there is nothing special about the other items except the 1 yuan in” 1 yuan every day “which is more attractive, because from the interface of 1 yuan more fragrant Festival, people will think of Taobao gathering, why? < / P > < p > first of all, the RMB 1 in the festival is “1 yuan per day”, which is limited by time nodes. It is twice a day, which is 10:00 a.m. and 18:00 p.m., and the categories of goods purchased are basically paper towels, socks, clothes hangers, garbage bags and other daily low-cost commodities. From the perspective of commodity categories, it is cost-effective for low-cost distribution. < / P > < p > secondly, a Taobao user has only one chance to buy the goods in the 1 yuan gengxiang Festival. If you want to have the purchase opportunity of RMB 1, you need to share and invite friends for 1-3 times. In this way, 1 yuan gengxiang Festival is more like a kind of “marketing means”, under the guise of low configuration version “juhuasuan”, it helps Taobao special edition attract more sinking market users and distribute users of Alibaba e-commerce matrix such as Taobao and juhuasuan. < / P > < p > after the experience, tiger sniff suddenly felt that this Alibaba Taobao special price version of 1 yuan is more fragrant. In fact, it is not fragrant! It is an advertisement, which stirs up the psychology of consumers to buy, so that you don’t need to buy, but you think it’s nothing for a dollar. < / P > < p > in fact, in addition to being a marketing event, it is also a “whirl kick” that Ali uses to face its opponents with the help of Taobao’s special edition, which is a circuitous tactic. < p > < p > in order to make the festival more fragrant, Alibaba Taobao started its preparatory activities in June this year. At 618:00, it launched a $1 parcel post. This was an attempt. They thought the effect was ok, so they promoted it to factories and businesses. This special edition of Taobao combined 145 industrial belts, 1.2 million industrial belt merchants and 500000 factories. < p > < p > Wang Hai, vice president of Alibaba and general manager of Taobao c2m business unit, said that the “1 yuan more fragrant Festival” is not only an exclusive festival for industrial belt factories, but also a carnival for consumers’ quality consumption, which will be held regularly on October 10 every year. < p > < p > that is to say, Ali wants to make the 1 yuan gengxiang Festival into a festival, which is held on October 10 every year and lasts until tmall double 11. From affordable goods to brand goods, a continuous shopping cycle is formed, which is the consumer psychology and money bag. < / P > < p > on the other hand, from a more detailed point of view, both Taobao’s special price version and Taobao’s special price version have the common feature of uniting the manufacturing industry and factories, taking advantage of the opportunities brought about by the digital transformation of enterprises in the new industrial revolution, seizing the sinking market, and focusing on c2m mode (i.e. direct connected manufacturing by users). < / P > < p > on the one hand, it can eliminate the intermediate links, turn the competition of enterprises from products into the competition of distance between factories and markets (consumers), greatly reduce the cost of goods, and enable consumers to buy goods in line with their wishes at the price equivalent to wholesale. < / P > < p > on the other hand, it can provide good goods for large factories and build the competitiveness of the supply chain. It may have been a point of competition, a product competition, now the competition between enterprises has become the competition between supply chain and supply chain. The stronger the supply chain capacity, the lower the production cost of goods, the more profitable enterprises will be, and consumers can also buy goods at a lower price. < / P > < p > these two aspects are also the reasons why manufacturers are willing to join the festival and enter the Taobao special edition. In the context of the black swan incident, the export trade is greatly affected, which can be converted from export to domestic sales and reduce inventory. In the early stage, businesses are losing money. They pay more attention to brand awareness, later stage and long-term benefits. For the development of pinduoduo, some people use the phrase “it starts from the group, prospers in the sinking, and flourishes in c2m”. The reason is that pinduoduo completed its listing in only three years, made its fortune with agricultural products, explored the users that were not popularized in e-commerce platforms such as Alibaba Taobao and Jingdong, filled in the blank of sinking market, and broke out and emerged suddenly. < / P > < p > and this time Alibaba Taobao special edition and Taobao special edition launched 1 yuan more fragrant Festival, the main target of c2m is self-evident. Moreover, October 10 is the anniversary of pinduoduo’s store. Ali’s not so good. He went straight to pinduoduo’s backyard. < / P > < p > in addition, on July 29, this year, pinduoduo launched the first “Zhenxiang Festival” of pinduoduo, and said that it would provide 100 million yuan in cash to provide targeted subsidies for brand goods labeled as “Zhenxiang” by consumers, so as to continuously create “Zhenxiang” experience for 600 million consumers on the platform. Compared the price of Duoduo and Taobao with Taobao, Taobao and other products. < / P > < p > there is not much in common between them, that is, c2m and red envelope subsidies, whether they are agricultural products, electronics, clothing and other products; there is another point: the red envelope subsidies of Zhenxiang Festival and gengxiang Festival, which have too many steps and long process, are really complicated. For impatient consumers, they just give up directly. Why not. < / P > < p > the difference lies in: first, the channels and display positions of the purchase interface are different. The picture on the left is pinduoduo, and the picture on the right is the special edition of Taobao. The first column of pinduoduo is a small circle, which mainly shows the purchase dynamics of users’ friends, which is not available in Taobao’s special price version. < / P > < p > Second, the products in Taobao’s special price version, which are not included in the shopping cart button function, are purchased directly, which is the same as pinduoduo. And Taobao special edition inside the commodity purchase, add shopping cart button function unchanged. < / P > < p > it is worth mentioning that Taobao’s special edition was launched on March 17, 2018. At that time, their story was about benchmarking. < / P > < p > who would like to think that after more than two years, they have not only set up a lot of benchmarking and online activities, but also opened offline stores. It is also reported that they will open at least 1000 stores nationwide within three years. < / P > < p > according to the official introduction, the store will select products from 1.2 million industrial belt merchants and sell them at the price of 1 yuan. “1 yuan store” is a part of the “factory goods window plan” jointly created by Taobao special price edition and industrial belt merchants. < / P > < p > 1 yuan store really reminds Hu Xiang of the 1 yuan store: 1 yuan, you can’t afford to lose, you can’t be fooled, the whole venue is 1 yuan, each piece is 1 yuan. I believe many people have heard this sentence on the streets of various cities, but there are still some in rural areas. < p > < p > when Ali opened an offline store, tiger sniff was not surprised at all. After all, tmall International (experience store) and HEMA were the first ones, but it was quite incredible to open an offline “1 yuan store”. < / P > < p > 1 yuan stores, most of which are small businesses or self-employed stores in the streets and alleys. Some of them have no stores and directly set up stalls. A big loudspeaker can start a day’s business with extremely low cost. < / P > < p > it is definitely not them that Alibaba benchmarked. Industry insiders and media generally believe that this is a “10 yuan store – famous, innovative and excellent products” that has been set up in almost all major shopping malls in China. Recently, mingchuangyu products will be IPO soon. Among the investment institutions behind it, the name of Tencent investment is in the list. < p > < p > angel investor Liu Kuang’s new retail battle with mingchuang Yipin is coming to an end? „ÄčIn the past few years, ye Guofu, the founder of mingchuangyupin, has publicly choked Ma Yun for many times, according to the article. At present, 4000 “ten yuan stores” are listed on the one hand, and the first offline “one yuan store” is opened on the other side. Both sides “reach the same goal by different paths”. < p > < p > Liu Kuang and some reports also mentioned that Ali’s 1 yuan store may have a plan to open 1000 stores in three years, but this statement has not been officially confirmed by Ali. < p > < p > reach out to the Yiyuan store, which is the last piece of puzzle Ali needs to complete the new retail layout after it has compiled Yintai and Gaoxin retail. When Tencent’s famous and innovative products come into the market, Ali will sink the retail market, reduce the dimension and hit the “one yuan store”. This debate about who is the “real new retail” should be concluded soon. < / P > < p > < p > “Online + offline” is the overall strategic layout idea of Ali’s new retail. Offline Alibaba continuously increases the size of new offline retail layout through investment, and then combines its own e-commerce flow advantages to connect online and offline through big data and cloud computing, so as to expand the ecological map. < / P > < p > the offline layout of the 1 yuan store may also be for this reason, which is a part of the new offline retail. It is not only because the price is cheap and the founders are clamoring, but also because the development mode of famous and excellent products is c2m. < / P > < p > 1 yuan store and 10 yuan store are all c2m mode in essence, and c2m is the key! This is a point of competition between offline stores of two enterprises. More Samsung devices can now run Android applications on PC through your phone

By ibmwl