Tmall Enters The Market For "Big Name" Customized Data Services, Such As "Burberry".

In the past year, many international brands have gathered in this platform, covering many fields such as daily chemical, medicine, clothing, jewelry consumption, electronics, and so on. P

In the first half of this year, apple, Burberry, Estee Lauder and the global one-stop online tidal network ASOS were settled.

According to sources, Tesla also contacted Tmall and hoped to achieve strategic cooperation.

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< p > < strong > once the counterfeit goods flooded < /strong > < /p >.

< p > How did the B2C platform born on the noisy Taobao go counter attack? This is indeed a tortuous history.

Tmall's counterattack can be said to be the process of the B2C platform from a tangled to a clear, but also a condensed history of China's B2C e-commerce industry.

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< p > the source of Tmall can be traced back to the establishment of Taobao mall in 2007 by Taobao.

At that time, it realized the value of B2C business.

But because the brand is associated with Taobao, and technology, team and so on are not cut, it can only be regarded as Taobao boutique mode, not an independent platform.

Because the threshold is too low, Taobao sellers can enter the mall only if they wish to pay 200 yuan monthly rent.

Big brands are disdain to enter, afraid to settle the channel, price system and trigger brand crisis after settling down.

A few of the flagship stores that are located are mostly dealers, not brands.

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< p > Taobao mall has gained the first wave of brand recognition, and has benefited more from the external environment.

In 2008, with the outbreak of the financial crisis, global consumer brands were shrinking entities and strengthening online businesses.

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< p > April 2008, < a href= "http:// www.91se91.com/news/index_c.asp" > Taobao mall < /a > was formally established and launched 3 kinds of shops: flagship, monopoly, franchise, began to flaunt all the genuine goods, invoices, 7 days no reason to return goods and other terms of service, but due to lax audit led to credit crisis.

At that time, as long as there was a loan or a business license, another 10 thousand yuan deposit could be settled, which resulted in a large influx of C2C personal sellers on Taobao, resulting in a rampant fakes.

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< p > < strong > Investment Promotion threshold three degrees promotion < /strong > < /p >

In the middle of 2011, in the middle of, Jingdong, Yi soon and all kinds of vertical B2C electric providers in Daxing Road of China, Taobao also began to establish vertical service plates, such as Expo Hall, famous shoe hall, medical hall, and obviously improved the threshold of investment.

In January 11, 2012, Taobao mall changed its name to Tmall.

Since then, Ali B2C business has truly become independent, and its technical support, platform, team, business invitation and service system are also independent.

It is reported that at that time, Ma asked Tmall to separate from Taobao, become fashionable and sexy, and become a one-stop solution between brands, manufacturers, businesses and consumers.

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< p > in the pformation period, Tmall merchants complain incessantly.

As the entrance threshold increased, and required to provide 100% quality assurance, 7 days without reason to return, shopping integration and other services, small businesses began to moods, once triggered close to the close of nearly 50 thousand net friends.

However, clearance of the portal has been favored by international brands.

Since then, Tmall's investment has been developing rapidly, and a large number of brands have settled on the platform.

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< p > 2012 and 2013, Tmall has continuously updated the investment rules.

The conditions for the entry of Tmall merchants have been greatly improved, especially for flagship stores and franchised stores. Some of the power has been returned to Tmall and become inviting merchants. The number of brands has also been strictly controlled and new restrictions and penalties have been introduced.

The standard of deposit, margin and technical service annual fee also increased significantly, including 30 thousand or 6 double annual fee; brand flagship store, exclusive store with 100 thousand of TM trademark, 50 thousand of R brand, 150 thousand of TM franchise store, 100 thousand of R franchise store, and a total margin higher.

This will squeeze many small and micro enterprises out of the platform.

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< p > < strong > big name < a href= "http:// www.91se91.com/news/index_c.asp" > custom data < /a > Service < /strong > /p >

< p > however, for many international brands, demand is not limited to basic platform services. They also require more marketing support, including customized underwriting and big data services.

However, compared with other vertical websites, Tmall has a large scale, and the total paction volume in 2013 has exceeded about 500000000000, which equals 4 Jingdong. However, the standardized services provided can not meet the requirements of the brand's industry and personality.

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< p > this prompted Tmall to change its face and further cut its relevance with Taobao.

In April this year, Tmall President Wang Yulei released the strategy of "five strategies", that is, brand fashion, vertical industry, membership value, wireless personalization and service stratification.

Among them, Ma Yun asked him to make Tmall a fashion landmark for China's electricity business.

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< p > this is also the change of Tmall's overall investment plan, which directly detonated the appeal of < a href= "http:// www.91se91.com/news/index_c.asp" > international brand < /a >.

Yu Wei, the head of Tmall fashion and apparel industry, said that international brands need not be simple overall sales, but also need customization. Especially in the light season, Tmall has launched a brand street and one day brand for them.

Tmall mobile product line official said, the same is true for domestic brands. Simply opening flagship stores and franchised stores has been unable to attract them. They must be able to provide the overall plan. Tmall must participate in the design process and coordinate with the manufacturing process. Tmall will coordinate all the platform resources of Ali and provide overall marketing services.

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< p > with ALI IPO approaching, platform promotion is unprecedented. Almost every day, new products and promotions are being promoted. Ma Yun even asked this year's "double 11" to go to the international market. This may be a bit attractive for the big players.

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