How Does Tmall Build The Platform'S Influence?

June 2016, Tmall

Built the annual global

Tmall banquet

"The first stop came to Florence, Italy.

Tmall Menswear, with more than a dozen key cooperative brands, unveiled the world's largest and most high-end men's Wear Exhibition PittiUomo, which opened a huge Italy fashion tour.

The activities were carried out by the trend Street filming, Chaozhou interaction, fashion night Party and so on. The famous film star Jiro Wang also participated in the whole activity. For the first time, the whole activity took 6 days' full live broadcast mode overseas.

Tmall platform has gathered the world's richest fashion brand, which is not available on any platform, and even online business circle can hardly find such a business circle covering such a multi-level brand.

The third party data show that in the first quarter of 2015, Tmall apparel accounted for 76.2% of the Chinese clothing business market.

In 2016, Tmall apparel continued to maintain its advantages in terms of platform richness, but also began to build online brand marketing positions to enhance brand influence and fashion.

As for the promotion of the fashion of the platform, what is the plan of Tmall costumes in 2016 and what are the actions that will follow? We have visited the general manager of Tmall clothing, and fully read the relevant plans and actions of Tmall clothing in these aspects.

Q: in addition to the fashion voice of Tmall men's wear, what are the key actions of Tmall's clothing this year to help the platform enhance its fashion?

A: we have done a lot of planning work in this area this year. For example, in the operation of commodities, the proportion of new shopping malls increased.

In the past, we all regard the electricity supplier as a platform for selling inventory and special funds. Now, we hope that every brand can get the latest money of the season, so that consumers can buy the latest model online for the first time.

In 2016, new products and shopping malls were the main direction of Tmall's operation.

Through the adjustment of the commodity dimension, this is actually helping the platform to enhance the fashion.

Consumers find that more and more fashion brands are putting their new season showcase, showcase and concept items on Tmall platform.

At the same time, content operation is also the key direction this year.

Consumption is upgrading, users of wireless terminals are increasing, and consumer demand is constantly changing.

This year, we hope to provide consumers with information, content and so on to help upgrade consumption.

For example, live broadcast, let consumers feel how to match clothes, what is fashionable, stars, people, tide people are wearing what clothes, what is the most popular and so on.

Tmall menswear's event is actually the best case, so that consumers can see many trends of men wearing new style, giving consumers a lot of new ideas.

On the other hand, Tmall is also promoting the brand power of empowering businesses.

Ali system, such as Ali fish, Ali pictures, Ali music can hatch a lot of quality IP, and many brands need to have cross-border cooperation resources when they produce goods.

For example, the cooperation between Mark Ed Faye and Transformers, and cooperation with designers of Hermes, but most brands do not have this capability.

Tmall's businesses will get a few months in the first place. The Ali fish business unit can help the whole Tmall industry to operate, and represent businessmen to talk about such cooperation with our film and television, music, even museums and artists. We will help brands to do resource integration in this area, and help brands further enhance brand power.

{page_break}

In addition, we will start from the perspective of a single brand.

Since last year, we have been making a brand every day. Its main goal is not to brand pactions, but also to help brands to promote new products and enhance brand strength.

We already have some good examples of cooperation. For example, the 50th anniversary celebration of our cooperation with Vans, cross-country running with The North Face, the opening ceremony with the tide of NPC cooperation, and the debut of designers crossing the border with UNIQLO, are all through one day brand and the marketing cases created by these resources. The overall feeling of the businessmen is very good. On the one hand, they can help them improve the new proportion or daily sales, and the other side is also very helpful in building the brand's awareness and influence.

We also recently went with Burberry to do a search for deep and accurate crowd marketing to help it orientate the precise crowd.

This activity has helped greatly in improving its sales, and the number of new customers has increased a lot.

In the past, our activity may be a simple activity. After the event, it has little influence on the brand power and the increase of brand fans. Now, we pay more attention to the long and effective brand marketing mode. Through different levels of single brand activities, we can help businesses enhance brand influence, so as to further enhance the platform's fashion.

So summed up, the fashion of Tmall dress has three levels: one is the overall and overall planning, the two is the subdivision of business and subdivision, and the three is the cooperative marketing with some core single brands.

Over the past year, we have accumulated rich experience.

Now the brand side has come to talk with us about cooperation. We have great intention to talk with us about their annual marketing plan and new product plan. Merchants hope that this platform can help them do branding marketing besides sales functions.

They are constantly changing their minds, and will divide different channels. That day, cats may be regarded as the main front of brand marketing operation, and also a position to undertake sales.

Q: in addition to these key moves, what else do you think about the positioning of Tmall clothing in fashion?

A: from the aspect of brand building, the most important thing for Tmall costumes this year is to define the industry mentality.

Whether this year or in the past few years, we all mentioned that Tmall clothing is going in the direction of fashion, but we have different definitions of fashion.

For young men, it may be fashionable or fashionable. For women, the real fashion needs to be varied; but for the middle class, or for a certain age group, they may think that quality is a fashion, so different groups of people have different orientation for fashion.

So this year, we have to return to the essence of the whole dress, from the fashion point of view to promote, at the same time, there must be some landing hands. It can not be generally said that I only do international brand is fashionable, or I only do luxury goods is fashionable, in fact, Tmall has developed to today, our crowd is already very large, the entire Amoy users annual purchase of more than 400 million of the users, such user group stratification is very complex and multi-dimensional, so how can we have different landing hands to publicize our fashion? This is what we should consider this year.

From this point of view, in fact, men's clothing has gone one step from its own perspective.

Our different industries are also looking for fashion voice modes suitable for their industry and market.

Q: what are the next moves in Tmall fashion this year?

A: this year we have two things to do in fashion voice production: one is the trend, this is the main point of playing the young consumer group, our trend business circle has been training for nearly two years. Now many trend brands have been settled. We will do a big trend in the second half of the year to make the trend of this business circle explode again, so that the young post-90s and 00 consumers will see that Tmall is fashionable. This is also the purpose of our main trend.

Another thing is that we will mainly focus on fashion week.

In fact, the four fashion week and the PittiUomo men's wear show are all the objects we want to cooperate with. It is to enhance the fashion of Tmall from a certain height, so this is also a direction for us to catch up with fashion.

PittiUomo is the most authoritative and professional exhibition of men's wear in the world. It is logical for us to cut in this year.

This is only the first time this year. The preparation time is still hasty, and cooperation has not yet gone deep into it.

But in the future, we hope that with the experience gained this year, we can have more in-depth and comprehensive cooperation with fashion week next year.

Q: what does it mean for Tmall menswear and our key partners?

A: this time we cooperate with key men's clothing businesses, on the one hand, let them see some new brand marketing creative direction, we make breakthroughs in content, integrate more resources, make better creativity and presentation; on the other hand, this marketing cooperation mode with Tmall can help the brand to enhance the exposure to the greatest extent, and also add points to the brand image.

For Tmall Menswear, by exposing a large amount of content in pittiUomo, the platform's international influence and fashion, as well as consumers' cognition of platform's fashionable mind, have been enhanced.

As far as the activity itself is concerned, I think it is a good start. Next we can draw on this experience mode and make a better preparation in the future.