On May 29, after opening more than 30 offline “feeding stores”, Three Squirrels signed a strategic partnership agreement with Alibaba Lingshoutong, which will use retail channels to expand to millions of offline stores. It was the first time in six years that it had crossed the line of offline distribution.

In fact, Be & Cheery, Bestore, Shudaoxiang and other brands have entered Lingshoutong. Be & Cheery, which has been cooperating with Lingshoutong since July 2017, now has an average monthly sales increase of more than 15% compared with the previous month. Its offline sales have reached nearly 20 million Yuan each month, with a total performance of over 100 million Yuan. Shudaoxiang has cooperated with more than 100,000 stores.

Such offline achievements have never been thought of before by Tao brands. These Tao brands, or Internet brands, have dominated Taobao Tmall, but they lack offline experience.

Why are they experimenting with new retail? How to build the offline stores for the brand developing well on the Internet? For now, the new battle for Tao brands has begun.