There Are Other Secrets Behind Tmall'S Three Big Nets And Many Clothing Brands.

On the surface, Tmall cooperates with many brands, which is a strong combination of seeking resources complementarity and brand increments. In fact, behind this cooperation, there is "another secret".

The brand added to Tmall's strategic cooperation includes Internet clothing brands such as Yin man, Han Du Yi she, seven grid, cat underwear, and other traditional brands including Decathlon, camel, hot air and Luo Meng.

In addition, GAP, Lee, Jack Wolfskin and other international brands also joined.

The first big net: resources support, there are also "benefits".

On the outside side, Alibaba president of China's retail business group said in a Tmall fashion summit that Tmall is going to do one thing under the new Internet mode.

Base.

In view of this strategic cooperation, Tmall has given several aspects of "SEDUCTION", including the supply and demand data for strategic partners, as well as the deterministic resource and activity scheduling.

In addition, there is a "sneak away plan" that focuses on the selection of potential customers with the brand buying tendency through Ali big data, including analyzing users' browsing, search and purchasing behaviors, and using wireless push and Wangwang news to excavate potential customers.

However, according to a person in charge of a clothing brand, the resources provided by Tmall are not only those in the cooperation agreement.

Among them, in view of the Amoy brand, Tmall promised in the contract that it will increase the search weight of strategic partners in the activities of double eleven and double and so on, which means that this service can directly enhance the brand's search ranking in the search of homogeneous goods.

A brand responsible person said that the direct impact of this move is to increase sales of over 20% of brands.

However, what tacit cooperation methods for international brands and traditional brands are still unknown.

However, according to some businessmen, Tmall has indeed committed several cooperation provisions in the contract. At present, it is only beginning to implement. There is no obvious effect. These commitments need to be fulfilled.

Second big net: build a special clearing platform to deal with vip.com?

According to Alibaba CEO Xiaoyao Zi, Tmall's other business focus this year is to build the platform for "Li Ren buy" into a platform specifically for merchants to clear goods, and to integrate the operation of the whole person's purchase with Tmall's dress.

This means that businesses can operate at the same time in the new product release platform and clearance platform, and this project is also a strategic partner.

In addition, Xiaoyao Zi also said that the real clearance platform does not have the characteristics of shipments in some aspects, for example, there is no record of goods in the treasure record.

At present, the plan is being experimented.

In this way, Tmall has formed a certain degree of competition with vip.com.

However, not all businesses buy Tmall's move.

The billion power network has learned from some businesses that when brand partners cooperate with vip.com, they will be asked to sign an exclusive agreement. If they enter vip.com, they will not be able to choose other platforms.

For businesses, Tmall's clearance platform will be a dilemma for vip.com.

Some businessmen said they would still be willing to choose vip.com, and many brands of vip.com's performance should rely on vip.com support.

It is reported that at present, vip.com has the largest market share in the domestic sale platform. Its latest second quarter earnings data show that its net profit has reached $64 million 400 thousand, up 147% over the same period last year.

From another point of view, GAP, Yin man, Daphne, Korea and so on are also vip.com's cooperative businesses.

Third big nets: build a mesh O2O structure to make storehouses.

according to

It is envisaged that the future retail must be integrated online and offline, the development of netted form, and the bundled structure of tier agents will be replaced.

According to the introduction of epilepsy, at present, Tmall is promoting two aspects in O2O: first, Tmall is working with rookies to build up second warehouses in the North under the normal operation conditions including double eleven. Some hot commodities can be allocated to the north in advance and ease the pressure of logistics.

Secondly, turn the offline stores into brand stores and become the starting point for shipment. Tmall will help strategic partners open up online and offline to form smooth orders.

At present, Taobao, Tmall, rookie have formed a complete four level address database data system, able to achieve accurate location of the store, the address of the business matches with the rookie data, Tmall can achieve the distribution of the merchant's order to the nearest store for distribution, and does not need to enter the operation center, and this mode will go deep into the rural market at the same time.

In the near future, Ali is in

The biggest hand in the direction is the recent shareholding Su Ningyun business. The focus of this cooperation is to get through the online and offline channels, including the next more than 1600 stores and more than 3000 after-sales service outlets.

Another big hand is in May of this year, Ali acquired Yintai business.