△Add friend and note "inspection" to register This morning, Alibaba Group CEO Daniel Zhang issued an open letter to all employees, announcing Alibaba's latest organizational upgrade. Among the changes, Tmall Supermarket will be upgraded to "Big Tmall," taking on the strategic mission of driving brand digital transformation, establishing a new retail model for supermarkets, and practicing global buying and selling. This has been widely interpreted as a strengthening and upgrading of Alibaba's new retail strategy. From New Distribution's perspective, behind Alibaba's organizational restructuring is actually a deeper link from products to scenarios in a more comprehensive way. From the perspective of brand owners, new retail is not only about being consumer-centric and creating products that are welcomed by consumers, but more importantly, starting from the scenarios of consumer needs, building a connector between products and consumers. Whether it is the new species represented by Hema Fresh or the new business formats represented by unmanned retail, the comprehensive integration from online to offline, from space to distance, aims to seamlessly connect quality goods with consumers. This era has never lacked such cases. Three Squirrels, after winning the Double 11 sales championship for seven consecutive years, still opened offline "feeding stores" in 2016. Notably, the gross margin of Three Squirrels' feeding stores is about 41.3%, and the sales per square foot is more than 2.5 times that of peers. This shows that "Squirrel Dad" Zhang Liaoyuan has deeply realized that relying solely on IP and traffic can no longer achieve sustained high growth. Future retail will definitely be a mutual integration and coexistence of online and offline, and the importance and value of consumption scenarios will become increasingly prominent. Amid changes in the macro environment and consumers, various innovative business models and quality experiences are everywhere. In the beer industry monopolized by five giants, Gao Yan saw the personalized and differentiated consumption needs of the younger generation, and thus created the first craft beer brand in China—Master Gao Craft Beer. Once launched, the product was warmly welcomed by consumers. The core of Master Gao's popularity lies not only in the product but also in its distinct cultural characteristics and a consumption experience with a strong sense of ritual, providing consumers with a unique "brewing freedom" journey different from ordinary lager beers. Scenarios are not only physical stores but also abstract circles built on social relationships between people, based on shared interests and physical spaces. Community group buying, although it merely brings together neighbors in local communities through small shop owners and mothers using social groups, and uses group buying models to generate interaction and transactions within the community, its underlying scenario logic is a business model with immense imagination. In 50 days, over 2 billion yuan in capital rushed in, and investors expressed their recognition of this new retail opportunity with real money. Returning to the essence of business, the rise of community group buying is not only because people's demand for high-quality, low-priced goods is more urgent, but more importantly, it captures people's high stickiness to community social interaction. Sales based on acquaintance social networks are more likely to gain user trust, and the relative closure of the transaction space turns community group buying into a naturally high-frequency consumption scenario. Under this strong relationship link, the circulation of goods becomes smoother and more efficient. In today's era of booming mobile internet and increasingly obvious consumption stratification, both brand owners and distributors urgently need to perceive changes, adjust quickly, and embrace change to keep up with the tide of the times. In response to this change, New Distribution, together with New Beer, organized a new retail study tour themed "From Products to Scenarios," visiting Three Squirrels, Master Gao Craft Beer, and Kaola Select, a leading community group buying platform. We hope that through this 4-day, 3-city study tour, participants can experience the core of new retail from the product logic, operational logic, and retail logic of these three companies. The 10th B-end E-commerce Study Tour—"From Products to Scenarios" Event Dates: December 10-13 Event Locations: Wuhu, Nanjing, Changsha Event Schedule:

Morning of Dec 10: Visit Three Squirrels headquarters + feeding store

Afternoon of Dec 10: Visit Nanjing Squirrel Small Store

Evening of Dec 10: Visit Nanjing Master Gao Beer Workshop Store

All day Dec 11: Nanjing-Changsha, or free arrangement

Morning of Dec 12: Community group buying exchange salon

Afternoon of Dec 12: Kaola Select Hero Alliance launch event

Evening of Dec 12 to early morning of Dec 13: On-site inspection of Kaola Select logistics center—This time period is the peak sorting period in the warehouse, allowing direct observation and learning of the backend operation process of community group buying e-commerce Distributor friends who are interested are welcome to join us for understanding and on-site inspection: Organization Forms

  1. Big shot exchange salon
  2. Company visits
  3. On-site explanations
  4. One-on-one exchanges
  5. Actual market case visits Friends who want to participate can register separately if interested in a particular day's content. Long press this QR code or click "Read Original" to register in one click! Add friend and note your intention -END-