Tmall Electric 2016 Key: Layered Operation Of Hidden Passenger Drainage

In 2015, Tmall costumes experienced several major events: adjustment of investment rules, layering operation of businesses, opening up all channels, and signing strategic cooperation agreements with more than 160 apparel brands of more than 110 global groups.

In the coming year, what will be the new way of Tmall dress? From the hierarchical operation to the sneak plan, "the world network operator" interviewed the general manager of Tmall clothing, Ding Ding, all the information you should know.

According to Martin Ding, the overall tone of Tmall clothing in 2016 is to continue the introduction of new brands and support of the head brand, improve the practice of the whole channel, and dig deep into the young market and the middle class market.

Strategic cooperation and all channels

In the first half of 2015,

They all pay more attention to costumes. Tmall has done more business on the hierarchical operation of businesses, and has given business resources to businesses from multiple dimensions.

In contrast, the brand side also provided support for new products, shopping malls, and market resources. UNIQLO, Adidas, NewBalance and other brands put the new products in Tmall's debut, and TheNorthFace and Tmall fully cooperated with TNF100's activities. More and more brands realized that Tmall became the first platform for new products with high end brand.

Tmall apparel director Ding Ding said that Tmall has already been more than just an online sales channel for many brands. The reason why merchants settled in Tmall is that this platform can help brand establish brand spirit and enhance brand value through resource integration and creative linkage.

When consumers are interested in brands, sales growth is natural.

Through interviews with a number of brands, the reporter learned that many brands have regarded Tmall as a media type marketing platform. The ability of new product sales to soar and attract new customers has made Tmall's new product debut an indispensable marketing tool.

This year's hottest UNIQLO and Lemaire cross-border Tmall debut, Tmall flagship store sales time even earlier than offline stores.

The strategic cooperative brands of Tmall clothing, such as sports outdoor products, almost all choose new products on Tmall platform to start marketing campaigns and expand brand influence.

It is understood that in July of this year, Lining and millet cross border to create intelligent sports shoes to choose the first Tmall, the platform to help integrate resources effectively promoted, the flagship store sales overall increased by 40%, the new customers accounted for 90%.

The outdoor giant TheNorthFace new product FUSEFORM is the Asian big start in Tmall, sales doubled over the same period, new customers accounted for 81%.

In 2016, Tmall costumes will continue to support the head businesses, provide more definitive and personalized resources, support strategic partners, including recommender sites and daring people, etc., and insert the brand into the columns, cooperate with their marketing nodes to make greater efforts and activities so that they can prepare the goods beforehand.

Tmall has also made some attempts to get through all channels, including online order stores, etc. after these attempts, the brand no longer feels less O2O than before, but rather explores some paths.

The full channel mode has brought about the actual effect, promoted the growth of some brand lines, and in the time of big promotion, the electronic commerce warehouse does not need a large amount of stocking, and the experience is better.

As a matter of fact, Tmall has been researching the whole channel mode of clothing research for two years. The system support is also very mature. The background is very perfect, and it can quickly connect with the brand side.

During the double 11 period, 21 brands have been shipped all over the channel. After re opening, Tmall costumes will continue to perfect the details with the technical team.

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In the current full channel model, the list of stores may be a difficult point.

The more stores there are, the more difficult it is to separate the stores. It is the most effective way to judge which stores are allocated to Tmall flagship stores for businesses and consumers.

Store delivery or self mentioning requires the cooperation of the three parties, and the complex interest distribution problem must be solved. The shopping mall has an irreplaceable role. In 2016, Tmall will continue to improve the problem.

From the point of view of commodity operation, consumers are interested in new products and shopping malls. They are better than online suppliers and tail goods. In 2016, shopping malls will be the most important commodity category.

Another point is that members can get through, and more than 80% of offline brands are willing to integrate offline data with online data, which may only be consumers' shopping on the line, while online data can produce user profiles and panoramic shopping habits. This is what businessmen want to see.

Below the line frequency is lower, the line frequency is higher, especially the wireless proportion is higher and higher, every day will browse the shop, can act as the on-line recalls the consumer very good tool.

The post-90s and the middle class

Now, the wireless terminal is far more than the PC end ratio, and in all users, the proportion of users aged 18-25 is increasing, the fastest growing year after year. After 90's consumption habits and preferences are different from those of 80 and 70, they are more keen on pop and prefer interaction.

The rapid development of net red shop brings young people closer to the ground gas.

After 90, consumers have higher requirements for color and less material for comments. Their consumption demand is not satisfied online. There are few brands of girls, while the brand name can catch the post 90, which is the advantage of online.

In 2015, the population of the old brand Amoy brand is becoming more and more limited. Tmall is helping to support the second third stubble brand. Tmall is suitable for them to grow into a real brand in many ways. Any brand has a growth cycle. When some brands are going downhill, they have to support part of it.

Family users, the middle class accounted for 50%, 30-45 years old, unlike the post-90s, their demand for online shopping is quality assurance, experience better.

They don't like to search and identify in many products. They do not like the delivery time, nor do they like the trouble of returning goods.

Besides the well-known brands on the line, the middle class will put more perspective on overseas goods, namely Tmall international.

Tmall will go with Tmall international to see how the import brand will operate. It will be well known locally, but it has not entered the brand to China, and has joined the clothing associations and government organizations all over the country to do brand introduction and investment promotion.

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On the other hand, light extravagance,

There are fewer online operations such as Chao brand and so on. Tmall clothing hopes to explore a model to make luxury goods. Before that, Chinese consumers considered luxury goods to be a symbol of identity, but now it is more about the mutual recognition between brands and consumers, and luxury goods will have a recovery trend.

Among the light luxury brands, including some newly developed bags, clothing and sub cards, plus dozens of designer brands and tide cards, they will focus on operation.

Quality is also an important part.

Tmall as a platform to enrich, it is inevitable that there will be uneven quality, 15 years to do a lot of material control, wool, cashmere, fur and other materials to reach a certain specification to be able to rack, through frequent sampling and punishment of businesses, Tmall clothing has been the quality control.

In the 15 year, Tmall costumes also did men's Day activities.

In the past, Tmall's external image has been more feminine. In men's day, Tmall clothing and electrical city together to create a living atmosphere for men, 2016 will focus on breakthrough men's clothing market, and the gap between competitors and competitors.

The imagination space of submersible operation

In August 2015, Tmall signed a strategic cooperation agreement with more than 160 clothing brands, one of which is a very important clause, which is marketing of hidden customers.

Tmall will mark the right consumers, guide them to the flagship store, and consider the commodities and interests to undertake the traffic with the merchants, which will bring a lot of new passenger flow to the flagship store.

The conversion of the potential customers is higher than the general traffic of about 25%, and the unit price of the passengers is higher. In the current submersible operation strategy, the push of the Tmall Mobile has more customers, so as to recommend suitable brands to the appropriate consumers.

For example, guess what you like is data operation, which is consistent with the recent browsing and purchasing. There are good data, data algorithm and recommendation of daring people. The submersible operation is now narrow, and then it will expand again. All columns are doing, that is, personalized recommendation is all recommended by algorithm.