It is suspected that the PPT of Ali MMC President’s debriefing leaked, and the new model is not a community group purchase.

Text | Retail Business Review　

Today, there is a news on the pulse. A user who was shown as "Alibaba employee" posted a post revealing the true face of Ali MMC business group.

The Ali community group purchase that consumers are waiting for is ruined! Blessed are the 6 million couples’ wives’ shops in China, which have always existed but received little attention!

Let’s take a look at the specific content of the news.

Judging from the content of this pulse of users, the core mission of Ali MMC is to digitally upgrade 6 million couples’ wives’ shops.

The logic of this chess game is as follows: grid management of small shops-forming scale-playing C2B2M mode-making small shops directly connected with source factories and farmers, so as to realize fixed production by sales and excellent production by sales.

This is obviously not the selling logic of community group buying or community e-commerce.

Judging from the content of the news, Ali’s internal summary of the MMC model is "near-field e-commerce".

The community group buying of other big factories is the fission dumping of socialized leaders, not the pushing of goods by people. MMC is a digital upgrade of the store, and it is a distributor.

The most widely circulated "no upper limit" seems to be true-there is no upper limit on the investment in digital upgrading of small stores.

The revelation looks very authentic. There are three pictures in it, not only the Ali LOGO on the picture is clearly visible, but also the logic of the big picture of the business inside, which is very similar to the PPT style of the big factory.

From the comparison of the above modes, it can be seen that the traditional retail distribution mode is mainly in channels, and the circulation link is very long, and this mode has always been the most important supply and marketing mode.

In recent years, the community group purchase, T+1 was presented at the scene, and its core link was the socialized head. However, PPT shows that this mode is still a mode of "people pushing goods".

The core of Ali’s MMC model is to upgrade 6 million digital stores, realize the distribution of goods, and get through C2B2M, the end that players in the industry want to reach.

Ali also has several advantages in doing this.

First, Retail Link has announced that it has transformed nearly 1.5 million digital stores. These shopkeepers have stable business premises and can provide certain services. At the same time, small shops can provide more personalized and diversified layered services based on stable neighborhood relations. Most importantly, the store has a closer relationship with Ali. Once the digital sensing equipment provided by Ali is connected, it can gather large-scale community needs, thus having the possibility of feeding back the production end.

Secondly, the richness of goods and the ability of digital warehouse allocation. Behind Ali’s entry is a plate of goods in the economy, various warehouses built and built by himself in recent years, and the logistics capability of the rookie network. It may be boldly asserted that in the future, whether it is community e-commerce or near-field e-commerce, the construction of competitive highlands and barriers must be in the supply chain.

Finally, the desire to win. The outside world is saying that Ali has not fought for many years, but MMC shows everyone Ali’s desire to fight and win. Think about it, why is Daishan in charge of MMC? In addition to the fact that she is in charge of Class B business group and Box Horse business group, several other identities are more worthy of refinement: one of the eighteen arhats of Alibaba, a partner of Alibaba Group, and the director of the big agricultural office of Alibaba Group.

So, what do you think of Ali’s MMC model?