Deep Cooperation Between XTEP International And Tmall

Recently, XTEP announced the signing of a deep cooperation agreement with Tmall. Accordingly, XTEP electric business will cooperate with Tmall in new products, O2O, data operation, star resources, brand marketing, service innovation and so on.

Through this deep cooperation, XTEP will accelerate the integration of online and offline businesses.

The smooth passageway enables the goods to be closer to the terminal consumers, and distribute the hot goods ahead to the front. The storehouse becomes the starting point for the delivery and improves the delivery speed.

At the same time,

Will also launch the "sneak program" to help XTEP electric providers receive more

To increase volume and move towards the era of big data economy.

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

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

Big data can also help businesses develop products.

Tmall and its strategic partners share data on commodity supply and demand. On this basis, we jointly develop popular elements and functional indicators of products.

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

Tmall has many cases through the merchant service system: the clothing and love group has increased the turnover through Tmall's "super brand day" and the operation based on big data; Lining, in Tmall's exclusive debut of the new intelligent running shoes, has tried the O2O sales mode of "online buying offline experience", which runs over 10000 in Tmall's first hour sales.

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

At the same time, with the help of big data, international brands can also lay out the layout of the line.

Three line, four line city clothing brand is to increase the scale of stores or reduce? In the clothing brand view, the performance of the existing stores in the region is not timely enough. The direct stores and franchisees who spend the cost expansion can attract people's flow at the present time, but soon the flow of hot spots in the region has shifted again.

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

The reporter understands, at present, the traditional clothing brand is more to strengthen cooperation with ALI at the logistics level.

"Last year's" double 11 "when we realized the sale of online and offline distribution of logistics and distribution, and achieved good results, but the general brand store business hours until 9:30 pm, and store distribution near the store needs to increase the allocation of staff, whether the future implementation of this form will depend on whether the online sales can bring a larger quantity of passengers, if the size of the scale can be, this online order, try and wear clothes to shop can become a normal form.

Yang Herong, chairman of clothing brand GXG, said.

Because there are online sales, there are more resource stores under the line.

At present, XTEP is in cooperation with Shun Feng express. It is no longer necessary to go through the distribution center to pick up goods and deliver goods. Instead, it is through the courier to the store to pick up the goods and distribute the goods directly, so that consumers can buy goods in Tmall, and the courier takes delivery nearby, shortening the waiting time of users.

Decathlon told reporters that the current strategic cooperation with Tmall has just started, considering the opening of online and offline members, and the cooperation between the stores and the rookie network is the next step to consider.