Tmall Opens The New Era Of "Internet +" Apparel Retailing

Tmall holds apparel strategic partnership

It signed strategic cooperation agreements with more than 160 apparel brands of more than 110 global groups.

It is understood that the more than 160 signed brands occupy half of the core clothing brand, and the turnover in Tmall will exceed 30 billion yuan in the coming year.

According to the agreement, the signing businesses and Tmall will start the new product.

We will conduct in-depth cooperation in data operation, star resources, brand marketing and service innovation.

At the same time, Tmall will also launch the "hidden customer program" to help businesses run data and move towards the DT era of digital economy.

Zhang Yong, CEO of Alibaba group, attended the conference and said that through the comprehensive and full link business service system created by Ali group, Tmall will work hand in hand with the strategic partners of clothing and actively explore the new era of "Internet +" clothing retailing.

There are over 160 strategic partners and exclusive cooperation among more than 20 brands.

Tmall apparel strategic partners almost include the world's most influential clothing brands, such as Gap, Decathlon, Adidas, and Inditex group's ZARA, MassimoDutti, PULL&BEAR, Bershka, Stradivarius, OYSHO and other brands.

PabloIsla, chief executive of Inditex, told reporters: "China is of great significance to us, and Tmall is of great significance to China.

The company recognizes Tmall mode very much, and Tmall mode will allow it to maintain its control over its international brand image.

Zhang Jianfeng, President of Alibaba China retail business group, said Tmall is the base of the brand. We need to launch more strategic cooperation with the brands, because they often need very clear planning.

Clothing is the most important category of Tmall. Tmall will cooperate with apparel strategic cooperation brand to promote industry innovation.

Among the more than 160 brands signed, the proportion of Amoy brands, international brands and offline traditional brands is about 1:2:4.

In addition, Decathlon, Timberland, E LAND, TEENIEWEENIE and Inditex group and other more than 20 brands and Tmall exclusive cooperation, Tmall is the only cooperation with the third party e-commerce platform.

What is particularly worth mentioning is that the international fast fashion brand camp on Tmall platform is very bright.

According to Tmall, the world's 90% fastest.

The brand has entered Tmall, and most of them have become Tmall's strategic partners.

In the traditional line brand, man

TOP brands such as underwear, bags, men and women shoes, sports fitness, outdoor and other industries have reached strategic cooperation with Tmall, such as Lingzhi group, Taiping bird group, MO&Co., La Natsu Bell, Anta, Lining, XTEP and so on.

According to the analysis of the industry, the traditional brand under the line wants to accelerate the integration of "Internet +", with the help of Tmall platform, it can efficiently complete the layout of the whole channel.

Starting from Tmall, the original clothing brand, IPO, is also a strategic partner of Tmall. At the end of this year, the company will apply for A share listing. Its parent company, Mei Mei Group, has also hatched more than 10 new brands, including the high-end women's clothing brand, living on the left side with Tmall, among which three brands are expected to exceed one hundred million this year.

In addition, the Amoy brands, China and Korea, clothing houses, rash and silk, seven grid, and GOR are also working with Tmall to achieve strategic cooperation.

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After a long period of development, Tmall has become a high quality brand gathering place. Tmall clothing has brought together the TOP brand of the apparel industry, and many other international brands such as Burberry have also come to Tmall to open the official flagship store.

Building an all directional and full link business service system

In order to better serve businesses, Tmall will cooperate with ALI retail platform to create a comprehensive, full link business service system.

The system is a cross platform solution provided by Alibaba for strategic cooperative businesses. The sales scenario is planned from the perspective of commodity life cycle. While playing the resources of the retail platform resources of cats, Taobao and Juhuasuan, we use Ali mother to carry out full channel digital marketing, and make use of dishes and birds to make the supply chain of enterprises more efficient in logistics.

Prior to this, Zhang Yong has repeatedly said publicly that Ali's business philosophy shifted from consumer centered to business centric, so as to better serve consumers by serving businesses, so that the whole ecosystem will continue to flourish.

Not long ago, the "love and bread" lovers footwear series, designed by Kevin Tsai and AOKANG group pboundary cooperation, was first set up in the public chips of Taobao.

Through Ali's business service system,

With stars to play the Internet cross-border marketing, exclusive fan fans to create a new economic model.

Recently, Tmall has benefited many partners through the business service system: the clothing and love group has greatly increased the turnover through Tmall's "super brand day" and the operation of big data. Lining, in Tmall's exclusive debut of the new intelligent running shoes, has tried the O2O sales mode of "online shopping offline experience", and thousands of Lining stores in the country have pformed into the intelligent running interactive experience center. The consumers can provide professional guidance at the scene, and then place the order in Tmall. The running shoes in the first hour sales volume of Tmall shoes is broken by tens of thousands; Decathlon, Timberland and Lafuma and other professional outdoor brands jointly carry out the "PE class", and share online sports related knowledge with consumers.

Such brand marketing cases are not worth winning.

Sneak plan helps strategic partner operation data

In the business service system provided by Tmall for its strategic partners, data operation is the highlight.

Zhang Yong once said: "we will flow from a company running traffic to a company running data, not only for ourselves to run data, but also to help all of our businesses to run data and help our service providers to help businesses to run data, which is what we are considering today."

Tmall is currently the largest traffic volume and the largest volume of paction. It is also the only e-commerce platform to open data to brands. Brand operators come to contact consumers, run old customers and expand new customers through its Tmall flagship store.

For strategic partners, Tmall launched the "hidden customer program": through the Ali big data intelligent algorithm model to screen potential customers who have the purchase tendency of the brand, and achieve the purchase and pformation of the hidden customers, which will effectively improve the turnover.

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At present, Decathlon, GAP, Taiping bird, Adidas and other Tmall apparel strategic partners have begun to run the "hidden customer program".

Judging from the operation effect, the conversion rate and the customer price are obviously higher than the daily ones.

In fact, helping businesses increase sales is only the most superficial function of big data.

With ALI big data, international brands can also lay out the layout of the line.

Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data and go deep into China's three or four tier cities.

In August 2nd, Ryui Masa, founder of UNIQLO, said he would continue to add 100 stores a year in China.

It is worth mentioning that big data can also help businesses develop products.

The supply and demand data sharing between Tmall and its strategic partners will be used to develop product popular elements and functional indicators.

In the future, new products on the market are likely to be generated through big data.

Clothing is just consumer demand, and online shopping apparel is one of the most popular needs of consumers.

According to the data from the quarterly monitoring report of China's B2C market in the first quarter of 2015, the first quarter of the Chinese market in the first quarter of 2015, the clothing trade scale of the Chinese B2C market reached 120 billion 540 million yuan, an increase of 54.1% over the first quarter of this year, of which Tmall occupied 69.9% market share and remained the leading position.

According to the insiders, the scale of China's garment market is over trillion, and how to pform and upgrade it under the "Internet +" outlet is an urgent task for the apparel industry.

Through the business service department of Ali group, Tmall apparel strategic partners have taken the lead in benefiting, showing new vitality.