Alibaba’s Brick & Mortar Stores Offer Location-Tailored, High-End Merchandise
The e-tailer giant is opening Tmall Global spaces in pilot zones where the Chinese government has loosened restrictions on cross-border commerce, making use of its robust consumer data to offer location-specific stock
Recently, the Chinese government loosened its restriction on trans-border and cross-border commerce. Internet e-commerce giant Alibaba has quickly taken advantage of the opportunity by opening its first physical Tmall Global store in Hangzhou, Zhejiang province.
Hangzhou is in a pilot zone, one where the lessened restrictions allow retailers to sell goods at higher profits due to lower tariffs. Alibaba is stocking the store based on an exhaustive study of the area’s residents and the kind of products they purchase. This particular store will carry higher end items that could be difficult to find elsewhere.
Alibaba plans on continuing to take advantage of these pilot zones with lessened restrictions. The company also hopes to leverage its voluminous consumer data to make sure stores are correctly stocked. Chen Yijun of the Zheijiang E-commerce Promotion Association explains, “The debut of Tmall Global’s brick-and-mortar shop is a demonstration of how New Retail thinking is being incorporated into cross-border e-commerce.
The retailer intends to open similar stores in Shanghai, Ningbo and Shenzhen.
Lead image: Alibaba app stock photo from/Noberat KhokthongShutterstock
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