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1 Hema - The Pathfinder of Alibaba s New Retail HOU Yi, CEO of Hema

2 CONTENTS 01 Hema - Pathfinder of 02 Alibaba s New Retail The New Retail 03 Model Driving Retail Revolution Through Technology and Data 目录盒马是阿里里新零售的探路路者盒马的新零售模式技术 + 数据驱动零售变革 2

3 FMCG 快消商超 Electronics & Home Appliance 家电数码 Brands Digital Transformation 品牌数字升级主阵地 Local Services 本地生活服务 Digital Bridges between City and Village 城市乡村双通路路 Apparel & General Merchandise 服饰百货 Home Furniture & Decoration 家居家装 Mom-and-pop Store Transformation 社区小店升级 Hema - Pathfinder of Alibaba s New Retail Suning JV 猫宁盒马是阿里里巴巴新零售的探路路者 Note: *RT-Mart, Koubei, and Easyhome are non-consolidated businesses of Alibaba Group. 注 :* 大润发口碑碑居然之家是阿里里巴巴集团的非合并报表业务 3

4 New Retail Experience and New Business Model Store + Logistics Center Supermarket + Restaurant 全新的消费者体验和商业模式 Online + Offline 线上+线下门店+物流超市+餐饮 4

The New Retail Model 64 14 10mn+ Stores* Cites* Customers** 全国门店数量量覆盖城市数量量服务消费者数量量盒马的新零售模式 Notes:

in Hangzhou, 3 in Guangzhou, 3 in Xi'an, 3 in Suzhou, 2 in Fuzhou, 2 in Wuhan, 2 in Nanjing, 2 in

Included customers who shopped at Hema or downloaded Hema App.

5 The New Retail Model mn+ Stores* Cites* Customers** 全国门店数量量覆盖城市数量量服务消费者数量量盒马的新零售模式 Notes: *As of July 31, 2018, there were 18 stores in Shanghai, 12 in Beijing, 6 in Chengdu, 4 in Shenzhen, 4 in Hangzhou, 3 in Guangzhou, 3 in Xi'an, 3 in Suzhou, 2 in Fuzhou, 2 in Wuhan, 2 in Nanjing, 2 in Ningbo, 2 in Guiyang, 1 in Kunshan. Franchise stores included. **As of July 31, Included customers who shopped at Hema or downloaded Hema App. 注 :* 截止 2018 年年 7 月 31 日, 其中在上海海 18 家北北京 12 成都 6 深圳 4 杭州 4 广州 3 西安 3 苏州 3 福州 2 武汉 2 南京 2 宁波 2 贵阳 2 昆山 1 家包括联营店铺,** 截止 2018 年年 7 月 31 日, 包括在盒马购物和下载盒马 App 的消费者 5

6 Robust & Profitable 增长强劲且盈利利 RMB800K+ RMB50K+ 60%+ Daily Avg. Sales Per Mature Annualized Avg. Sales Per Sqm Avg. % of Online Sales Store* of Mature Stores* of Mature Stores* 成熟店单店日均销售额成熟店单店坪效成熟店线上销售占比 Note:* Mature store is defined as Hema store operated >1.5 years by July 31, There were seven such stores as of July 31, All data on this page is based on sales of those stores occurred in the month of July 注 :* 成熟店定义为截止 2018 年年 7 月 31 日运营 1.5 年年以上的盒马鲜生店, 此页的数据根据这些店在 2018 年年 7 月份的销售数字得出 6

Two Growth Trajectories (Online Orders Exceeded Offline Orders in Less Than 4 Months) 两条增长曲线 ( 不不到四个月, 线上订单数超过线下订单数 ) Avg.

Monthly Customer Spending Per Store** RMB online & offline 线下 & 线下 pure online 纯线上 pure offline 纯线下 575 279 228 Jan.2016 Jan.

**Pure online stands for customer who only shop online. Pure offline stands for customer who only shop offline.

7 Two Growth Trajectories (Online Orders Exceeded Offline Orders in Less Than 4 Months) 两条增长曲线 ( 不不到四个月, 线上订单数超过线下订单数 ) Avg. Monthly Orders Per Store* Increasing Basket Size 笔单价稳定上升 Avg. Basket Size Per Store* Growing Wallet Share 会员月度消费额不不断增长 Avg. Monthly Customer Spending Per Store** RMB online & offline 线下 & 线下 pure online 纯线上 pure offline 纯线下 Jan.2016 Jan.2017 Jan.2018 Jul.2018 Notes:* All the data on this page is from Hema stores operated >1.5 years by July 31, **Pure online stands for customer who only shop online. Pure offline stands for customer who only shop offline. Online & Offline stands for customer who shop both online and offline. 注 :* 本页所有数字取自截止 2018 年年 7 月 31 日运营 1.5 年年以上的盒马鲜生店 ** 纯线上指当月仅在线上消费的会员 ; 纯线下指当月仅在线下消费的会员 ; 线上 & 线下指当月在线上和线下都消费过的会员 7

8 Rapid Customer Penetration in Neighborhood Markets* 消费者渗透率快速增长 Jan. 2016, 1st Store 2016 年年 1 月, 首店金金桥店 Note:* Data from Hema stores operated >1.5 years by July 31, Colored areas represent neighborhoods with the most retailer traffic. Blue color represents Hema and the other colors represent other retailers. Each of the seven Hema stores shown has 384,000 members on average as of July 31, 2018 注 :* 数字取自截止 2018 年年 7 月 31 日运营 1.5 年年以上的盒马鲜生店色块颜色代表该小区去对应超市的客流人次最多, 其中蓝色色块代表盒马, 其他色块代表其他超市截止 2018 年年 7 月 31 日, 地图上显示的这几家店铺平均每家有累计成交会员 38.4 万人 8

9 Rapid Customer Penetration in Neighborhood Markets* Jan. 2017, Seven Stores 2017 年年 1 月, 七店大宁店 King88 店宝地店上海海湾金金桥店消费者渗透率快速增长虹桥店杨高南店 Notes:* Data from Hema stores operated >1.5 years by July 31, Colored areas represent neighborhoods with the most retailer traffic. Blue color represents Hema and the other colors represent other retailers. Each of the seven Hema stores shown has 384,000 members on average as of July 31, 2018 注 :* 数字取自截止 2018 年年 7 月 31 日运营 1.5 年年以上的盒马鲜生店色块颜色代表该小区去对应超市的客流人次最多, 其中蓝色色块代表盒马, 其他色块代表其他超市截止 2018 年年 7 月 31 日, 地图上显示的这几家店铺平均每家有累计成交会员 38.4 万人 8

Rapid Customer Penetration in Neighborhood Markets* Jul. 2018, Seven Stores 2018 年年 7 月, 七店大宁店 King88 店宝地店上海海湾金金桥店消费者渗透率快速增长虹桥店杨高南店 Note:* Data from Hema stores operated >1.

10 Rapid Customer Penetration in Neighborhood Markets* Jul. 2018, Seven Stores 2018 年年 7 月, 七店大宁店 King88 店宝地店上海海湾金金桥店消费者渗透率快速增长虹桥店杨高南店 Note:* Data from Hema stores operated >1.5 years by July 31, Colored areas represent neighborhoods with the most retailer traffic. Blue color represents Hema and the other colors represent other retailers. Each of the seven Hema stores shown has 384,000 members on average as of July 31, 2018 注 :* 数字取自截止 2018 年年 7 月 31 日运营 1.5 年年以上的盒马鲜生店色块颜色代表该小区去对应超市的客流人次最多, 其中蓝色色块代表盒马, 其他色块代表其他超市截止 2018 年年 7 月 31 日, 地图上显示的这几家店铺平均每家有累计成交会员 38.4 万人 8

Offering Unique Customer Value for Consumption Upgrade 迎接消费升级, 提供独特的消费者价值 More Selection 更更多选择 One-stop grocery shopping, esp.

delivery Better Merchandise 更更好的商品 Global direct sourcing and farm-to-table supply chain guarantee fresh quality and competitive cost

Less waste 3km x 30min local service network, i.e. SOS service (e.g.

11 Offering Unique Customer Value for Consumption Upgrade 迎接消费升级, 提供独特的消费者价值 More Selection 更更多选择 One-stop grocery shopping, esp. for fresh food Hundreds of 3R* items, making cooking easy and fun Rich assortment of restaurant dishes for both in-store dinning and online delivery Better Merchandise 更更好的商品 Global direct sourcing and farm-to-table supply chain guarantee fresh quality and competitive cost structure Private label brand Daily Fresh redefines fresh; Difresco redefines value Seasonal goods first-to-shelf, e.g. branchripened mango, sakura coke More Convenience 更更方便便 Order online and get delivery within 30min Small pack, single-serving. Less waste 3km x 30min local service network, i.e. SOS service (e.g. batteries, medicine), household services (e.g. laundry) More Assurance 更更安全和放心 Hassle-free return and refund Transparent and data-driven supply chain traceability from farm to consumer The country's first fresh grocery traceability platform that connects directly with consumers 1 Note:* 3R stands for Ready-to-cook, Ready-to-heat and Ready-to-eat products 注 :* 3R 代表 Ready-to-cook Ready-to-heat 和 Ready-to-eat 的即刻可食用的商品 9

Digital Operation & Management, Making Retailing more Efficient 数字化运营管理理, 让零售更更高效 Accurate Customer Portrait 精准的消费者画像 Big Data Merchandising 大数据选品 Targeted Marketing 精准营销 Flexible Supply

门店作业 Merchandise & Inventory 商品 & 库存 Digitization 数字化 Price & Pricing 价格 & 定价 Marketing 营销 Mobile Internet 移动互联网 Retail Cloud 零售云 GPS, Camera Bluetooth, Wi-Fi, ibeacon, NFC RF Guns Front-end:

12 Digital Operation & Management, Making Retailing more Efficient 数字化运营管理理, 让零售更更高效 Accurate Customer Portrait 精准的消费者画像 Big Data Merchandising 大数据选品 Targeted Marketing 精准营销 Flexible Supply Chain 柔性供应链 Membership 会员 Store Ops. 门店作业 Merchandise & Inventory 商品 & 库存 Digitization 数字化 Price & Pricing 价格 & 定价 Marketing 营销 Mobile Internet 移动互联网 Retail Cloud 零售云 GPS, Camera Bluetooth, Wi-Fi, ibeacon, NFC RF Guns Front-end: App, Cloud POS, Chatbot Middle-end: CRM, Payment, Fulfillment Back-end: ERP, Store Ops. System, Algorithm 2 Composite Work Mode 复合工作模式 Intelligent Fulfillment and Rapid Delivery 智能履履约和极速配送 Payment 支付 Smart Hardware 智能硬件 AI-POS, Electronic Shelf Label (ESL), Access Point (AP) IoT-based Conveyor Belt Automatic Guided Vehicle (AGV), Unmanned Vehicle 10

Age group ~28 Young Adventurer Age group ~33 Working Couple Age group ~36 Affluent Middle-class Age group ~43 Exquisite SoHoer Age

towards fresh food. Prefer high quality consumer packaged goods 影响长辈生鲜消费, 解决优质标品需求精致家居 First to embrace consumption upgrade.

13 Age group ~28 Young Adventurer Age group ~33 Working Couple Age group ~36 Affluent Middle-class Age group ~43 Exquisite SoHoer Age group ~52 Fashionable Senior Accurate Customer Portrait 精准的消费者画像年年轻尝鲜 Offline consumption triggered by sensational new retail offerings. Prefer products recommended by internet celebrities 受网红新业态吸引, 触发线下门店消费偏好网红商品奋斗夫妻 Looking for balance between health and convenience. Prefer Hema private label products 关注便便捷健康平衡, 偏好盒马 PB 商品宽裕白领 Have strong influence on senior family member's consumption behavior towards fresh food. Prefer high quality consumer packaged goods 影响长辈生鲜消费, 解决优质标品需求精致家居 First to embrace consumption upgrade. Prefer imported products 领先拥抱消费升级, 偏好进口商品潮流长辈 High acceptance of novelty. Care about convenience and cost performance 对新事物接受度高, 重视便便利利和性价比 ~20% % of customer base ~10% % of customer base ~10% % of customer base ~35% % of customer base ~25% % of customer base Note: Based on analysis of Hema customers in Nov (2000+ sample) 注 : 数据来自 2017 年年 11 月对盒马大盘用户的分析和调研结果 (2000+ 样本 ) 11

Modular Solutions Empower Other Retailers to Succeed in This New Era Logistics Infrastructure and Network 物流设施和网络 Business Model 商业模式 Technology (Smart Hardware + Retail Cloud) 技术 ( 智能硬件 + 零售云 )

Daily Online Orders Per Store 单店日均线上订单 Avg. Monthly Sales Increase Per Store 单店月度销售额提升 Avg. No.

14 Modular Solutions Empower Other Retailers to Succeed in This New Era Logistics Infrastructure and Network 物流设施和网络 Business Model 商业模式 Technology (Smart Hardware + Retail Cloud) 技术 ( 智能硬件 + 零售云 ) Empowering New Retail Stores for Other Retailers* 赋能其他零售商的新零售升级店 1, %+ 20K+ 模块化输出, 赋能其他零售商在新时代获得成功 3 Operations Know-how 运营知识和经验 Algo. & Data Analytics Supply Chain & Merchandise 供应链和商品资源 Avg. Daily Online Orders Per Store 单店日均线上订单 Avg. Monthly Sales Increase Per Store 单店月度销售额提升 Avg. No. of Newly Added Young Customers Per Store** 单店累计新增年年轻顾客数算法和数据分析 Notes:* Data from RT-Mart Taoxianda New Retail stores operated more than three months as of July 31, ** Young customer is defined as age 35 or below. 注 :* 数据取自截止到 2018 年年 7 月 31 日运营 3 个月以上的大润发淘鲜达店铺 ** 年年轻顾客指年年龄在 35 岁及以下的顾客 12

15 Logistics Center Minikitchen The New Retail Model 新零售模式 Hema App Logistics Center Minikitchen Super APP Logistics Center Minikitchen 4 Low Cost Traffic Better Customer Experience Community-level Service Infrastructure Network 低成本的流量量更更好的客户体验社区化的服务设施网络 13

Driving Retail Revolution Through Technology and Data USD660bn+

Grocery Sales by Channel** Super/Hypermarket: 22% E-commerce: 3%

Fresh Grocery Sales by Channel** Super/Hypermarket: 90% Others:

16 Driving Retail Revolution Through Technology and Data USD660bn China Fresh 11 Grocery Market* 2016 年年中国生鲜零售市场规模 China Fresh Grocery Sales by Channel** Super/Hypermarket: 22% E-commerce: 3% Wet Market: 73% Others: 2% U.S. Fresh Grocery Sales by Channel** Super/Hypermarket: 90% Others: 10% 技术 + 数据驱动零售变革 Notes:* Huatai Securities ** China Merchants Securities 2018 注 :* 华泰证券 ;** 招商证券 14

17 Technology & Data 丨 5G, AI, Quantum Computing 技术 + 数据丨 5G, AI, 量量子计算 Huge Opportunities Grower/Brand/Manufacturer R&D, Production 种养殖者 / 品牌商 / 生产商丨研发生产 collaborative supply chain 协同供应链 Retailer Sales, Marketing, Operations 零售商丨销售营销运营管理理 customized offerings 个性化的商品和服务 Consumer Profile, Preference, Behavior 消费者丨画像兴趣行行为巨大的机会 Logistics & Delivery 物流配送 Cloud 丨 Internet 丨 Device 云丨网丨端 15

Integral Part of the Alibaba Digital Economy 与阿里里数字经济体的其他业务协同发展 AI & Cloud Computing AI, 云计算等联合研究 Uni-marketing 全域营销 Traffic Sharing 流量量共享 Joint Procurement 联合采购 Payment 交易易支付 Logistics & Delivery

18 Integral Part of the Alibaba Digital Economy 与阿里里数字经济体的其他业务协同发展 AI & Cloud Computing AI, 云计算等联合研究 Uni-marketing 全域营销 Traffic Sharing 流量量共享 Joint Procurement 联合采购 Payment 交易易支付 Logistics & Delivery 物流配送 Note: *Alibaba Pictures, Koubei, Yiguo, Sanjiang, RT-Mart, Ant Financial, Dianwoda, Shenghuobanjin, and Easyhome are non-consolidated business of Alibaba Group. 注 :* 阿里里影业, 口碑碑, 易易果生鲜, 三江, 大润发蚂蚁金金服, 点我达和生活半径都是阿里里巴巴集团的非合并报表业务 16

19 THANK YOU

Microsoft PowerPoint - d2_t1_1700_perlman v2

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4盒马 老蔡 0916 v30 CN&EN.key

4盒马老蔡 0916 v30 CN&EN.key