How To Build A "Quality Shopping City Beloved By Global Consumers"?

Tmall often refers to "people, goods and markets". Human goods market is to let consumers interact with the goods they may like, so that brands can meet consumers, interact, and bring about deals. This concept has been familiar to many people in the history of the development of Taoyu. Tmall, which has been leading the consumption trend, has begun to change its communication with businesses.

On March 23, at Park Hyatt Hotel in Hangzhou, Tmall organized a "Top Talk" The super brand private sharing meeting of "New Marketing Dialogue" was attended by dozens of well-known brands, including Estee Lauder, Bosch, P&G, Yizi, Glory, and the parent company Inditex of zara. "For the first time, we share our ideas with our partners here to see where we can go together this year," said Liu Bo (Hua Mingjia Luo), general manager of Tmall Marketing Platform Business Department.

Some participants described that the scene was full of fashion, and merchants were sitting around small round tables. For the first time, Tmall's small class committee (Tmall's core management team) made a collective appearance in front of merchants and sat among them. This is simply the brainstorming of Tmall and super brands.

　　 Tmall Jing Jie, general manager of FMCG business group and group key customers, said: "We purposely let all the core management of Tmall sit next to customers because we believe that on Alibaba and Tmall's ecological platform, there is no what Tmall wants, but what we think together and how we can use it to better lead the consumption trend and change the operation mode of each business in the industry."

After the closed door sharing meeting, a representative of a well-known brand went to Jialuo for a chat and sighed that what he had done was just "selling".

The era of the traditional 9.9 yuan blockbuster has long gone. Jing Jie, the general manager of Tmall's fast moving consumer business group and the group's key account, told the brands present that today's cat is going to be a "quality shopping city beloved by global consumers". "Consumer operation" has become the firm belief and practice methodology of all departments and industries within Tmall this year.

On the Tmall platform, through consumer big data, we can see many valuable trends. The general manager of Tmall Marketing Platform Business Department said that in the past year, many new consumption trends have emerged on Tmall's platform. For example, many star products and IP products have risen rapidly on the platform and attracted high attention from users. "You will find that people are very concerned about health, and the growth rate of health food, sportswear and equipment is more than 200%."

In the face of these emerging consumption trends, Tmall is no longer satisfied with serving as a platform to meet consumers' purchase needs, but wants to better lead consumption upgrading. "We should tell consumers what are the categories and commodities you should really buy, what are the products and price belts you should really buy, and what are the brands and commodities you should follow," Jialuo said.

Jingjie said that now it is also necessary to have a precise insight into the specific consumer groups behind each product, as well as their actual hierarchical logic, which will affect all online and offline industries. He took himself as an example, "I may not spend too much money on meals, but I am very willing to spend money on coffee. So what I care about when buying coffee is the most important."

He also mentioned that the algorithm will inject the unified business insights formed after objective evaluation into the daily operation rules, so as to realize the "trinity" marketing of products, algorithms (data) and operations. With the guarantee of such methodology, brand merchants will have unprecedented resonance with Tmall. You will make it easier for consumers to find the goods they want, or even, if you find that the goods they want do not exist, immediately design and create such goods.

For Tmall, one of the consumption upgrading scenarios is to upgrade its own "festival making". The annual marketing nodes are a topic of concern for many businesses. The recent "March 8" Queen's Day has attracted great attention online and offline.

Jialuo took the Queen's Day as an example to reveal the three directions of marketing upgrading. First, the Queen's Day launched more than 300 consumption lists based on big data, KOL and the industry. These lists have brought about a comprehensive and high-speed increase in the marketing customer price of each category; Second, those commodities whose unit price is higher than that of mainstream customers become marketing marked commodities; In addition, it will unite the resources of Ali economy, including Youku and other major cultural and entertainment platforms, to do overall marketing activities.

He said that large-scale activities will run through the whole year, "activities in every industry in the future, whether Clothes & Accessories , FMCG and digital home appliance industries all have such activities, and there is such a trend behind every major event. "

In Jialuo's view, the key to the next step is to help businesses achieve the integration of brand and sales. Such integration should work together with brand businesses.

Jialuo's views resonate among merchants. An executive of the e-commerce department of a multinational enterprise said that e-commerce has brought great changes within the organization. "The year of Tmall is 6 months, the year of our e-commerce department is 12 months, and the year of some multinational groups is 36 months. How to make the big gears and small gears work together?" One of the most important responsibilities of the department he manages is to help the group understand Tmall's policies, "In front of Tmall, we endorse the brand; inside the group, we endorse Tmall."

In order to better "understand each other" with businesses, Tmall also presented four new "unique tools" at this meeting.

First, a full link scheme needs to be established behind the brands. At this time, simple marketing resources and cost-effective methods are no longer enough. From new products to landing, from research to trial distribution, to the outbreak of "Super Brand Day", as well as interaction with users, all need to be connected through the whole link. "Settled down users will be used by you in the next activity, and recycling will be further expanded. For transformed users, we will have a plan to take over," said Jialuo.

How to serve consumers at different stages? How to accept potential customers and regular customers with different products. The brand "private domain", mainly in the form of fans and membership accounts, has become the second "sharp tool", which is likely to be implemented in a tool based way in the future.

Third, it will be further upgraded this year Super Brand Day 。 "Last year, more than 40% of brands' sales in" Super Brand "were second only to" Double 11 ", while this year, more than 40% of brands' sales have exceeded last year's" Double 11 ", and the scale effect is very good." Jialuo said that Tmall would help merchants further transfer the users brought by super products through fans, so that the consumers won by each activity would not be wasted.

Finally, the new marketing product - Small Black Box, which was first disclosed at this press conference, It is also the most important marketing product of Tmall this year: "Let consumers see the image of the small black box on different links, and know that there are real new products and real trend goods behind the small black box. At the same time, there are many brands behind the small black box. The strategy of this new product is that users who have bought my products can enjoy the new products at the first time."

One merchant said that in addition to the supply of products, the supply of content must also be addressed. Last year's Double 11, we only did one thing, that is, "brushing the wall" in Intel's environment. Live broadcast and articles are no different from painting walls in the village. This "wall painting" effect is very good, resulting in a surge in trading volume.

Tmall has proposed new forms such as full cycle overall marketing solutions and small black boxes, which is equivalent to providing merchants with tools for integrated content marketing. The aforementioned merchant said: "I don't need to paint the wall in the future".

Anyway, in the whole Amoy system Among the 500 million buyers, there are still huge growth opportunities for category penetration. "To be exact, for many brands, even the best ones are only in single digits. How to combine the power of brands to develop category penetration is very critical," Jingjie said.

He also sighed that every consumer, what you get is not only a vote with his wallet, but his heart belongs to, become your loyal user, and can continue to contribute to profitable income and growth. This reflects the difference between Tmall and other e-commerce platforms. Tmall is the main position for global brands to complete digital transformation and upgrading.

After the closed door sharing meeting, a representative of a well-known brand went to Jialuo for a chat and sighed that what he had done was just "selling". She said that Tmall is really a consumer operation, and she can't lag behind other brands.

In the eyes of Dong Xin, the director of e-commerce of Yizi Group in China, who attended the conference, "Tmall is changing, businesses are changing, and consumer demand is becoming more and more segmented. More sophisticated marketing puts forward higher requirements for businesses and platforms. All of us are trying our best to move forward and try new directions."

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