Tmall Starts Its Own Investment Promotion Mode

Tmall announced recently that it will adjust its investment policy, and will start its own investment mode after March 9th. The original brand and grassroots businesses were completely rejected, and the number of new brands of sports, outdoor and other four categories was the least.

In this regard, the reporter linked the outdoor sports category of Mai Road, Pathfinder, camel and other large sellers. They said that this policy did not have any impact on themselves. "Even if there is, the impact is not large, and the most influential is the original brand".

"Short-term impact on us is not very obvious, in the long run is a good news." Outdoor sports brand Mai CEO Lin Qiubo looks at the adjustment of Tmall's investment policy.

Lin Qiubo told reporters that the new store entrance card is strict, plus Tmall will eliminate some old shops every year, and the traffic will gradually increase. The new policy is favorable for big sellers.

Tmall has tightened its entrance, and the original brand is no longer available. Tmall has become a piece of discus that entrepreneurs can hardly rush into. In this regard, the camel CEO Wan Jingang's attitude is even more acute. "Even if Tmall is not closed now, the new merchants will not be able to divide up any traffic." Because the new seller lacks the foundation of the team and supply chain, even if the cat shop is open, it will be difficult to get traffic.

The threshold of newly opened shops is applicable to all sellers, and it is hard for them to start their own businesses. The operation of new sub brands can be basically divided into three attitudes:

Seize the time. Mai road belongs to this kind. Before March 9th, the old standard also applies to the gap. Lin Qiubo said, in a short time Original brand If you want to add in, it will be very difficult. But in the long run, Tmall's attitude is that the brand base will be established in the future. Consumer The change in demand depends on the overall strategy.

Optimist. Wu Hao, a great customer manager of Pathfinder, told reporters that in his eyes, Tmall's orientation was not entirely against the seller's opening up shop, but it would be necessary to communicate with the category and tell the truth of opening a new store. Although the difficulty is increasing, it is not entirely forbidden.

No pie. For camels who do not have a new store plan for the time being, there will be no entanglements in the face of Tmall's new deal. All brands that think "business is hard to do and do not plan to open a new store" can be laughed away.

When the new policy was released just now, a businessman told reporters that although the adjustment of the investment standard did not adjust the operation structure and reconstruct the logic of flow distribution, it would have obvious effect in relieving the surplus of businesses and products.

For Tmall's policy, Wan Jingang told reporters that in the outdoor sports category, the traditional brand seller in Tmall's layout is basically mature, the situation is relatively stable, there will be no big trend. For Tmall, this policy is also an advantage, which can serve the existing businesses well and regulate them well.

Lin Qiubo said, Tmall Gradually changing the passive and unfavorable situation. Sellers have long criticized the Taobao traffic mechanism allocation, and the rise of vip.com and the spread of micro businesses also threaten the monopoly position of Amoy in China. If we want to maintain the prosperity of the entire ecosystem, we must also give the seller a win-win situation.

It is worth mentioning that in the first batch of targeted list, outdoor sports category is almost all foreign brands. For this big wave of influx of foreign brands, Wu Hao, a pathfinder, said that it will definitely affect the existing sellers, and will further study the management countermeasures.