How Can The E-Commerce Platform Help Brand Fans From "Look" To "Buy"?

Maybelline's spokesperson Angelababy made the first live broadcast with fans to create a record of selling 10 thousand new Lipsticks in 2 hours. The TFBoys won the 2015 year sales through 3 days in the 3 days of the college entrance examination season, and Mercedes Benz's first line of Chinese and the first Chinese.

Ambassador Wu Yifan launched 188 Global Limited cars, which were sold out in 25 seconds. The first brand of Tmall's "brand member" brand not only won the top 618 of household appliances, but also gained more than 200 thousand fans growth; UNIQLO, Metersbonwe, bestseller,

Hai Lan's home, etc.

The brand is co operating with world-renowned IP. During the 618, a single store was collected by millions of new fans.

In this year's 618 "fans Carnival", Tmall not only defined the economics of fans in the era of Big Ali in the digital age, but also pointed out the next trillion fans in the consumer market.

For many brands, is the next outlet coming?

"Fans Carnival" data show that, from the average purchasing power, the consumption power of brand fans is about 30% higher than that of non fans, and from the conversion rate of brand online marketing activities, the conversion rate of fans in various industries is significantly higher than that of non fans, and the highest can even reach nearly 5 times.

Why did the concept of "fans economy" blossom and bear fruit and succeed in the electronic business platform? Jing Jing, vice president of Ali, gave a clear answer when interviewed by reporters: Ali used his retail platform, media matrix, supply chain platform and cloud computing, big data and other resources to provide support for brands to understand consumer behavior and market trends.

More generally, Ali helps brands to fan fans from "look at it" to "look at it, love it, buy it, use it", and pform the attraction of celebrities, IP and other fans into purchasing power.

Fans themselves are a lively topic, but if they can not be operated and managed, they will be meaningless to the brand.

Fans are nothing more than people who want to buy and have bought; the essence of fans' economy is the relationship between brands and consumers.

For brands, the use of fans economy for marketing is the process of converting potential consumers into real consumers.

Full matrix open up accurate consumer portrait

In Ali matrix, brands have various possibilities to establish contacts with consumers.

"In March this year, we were doing a thing, that is, to make a" UNIFIEDID ". This unified account is to open all accounts.

Jing Jie told reporters.

Love at first sight is only the most beautiful imagination, but it is not the norm.

After interest, how can these interests be linked? Ali, including Taobao, Tmall, Youku potatoes, micro-blog, UC, Gao De, shrimp and so on, is linking all brands with fans, and linking the real target groups to fans.

In the past, brands only knew that such a potential crowd was interested in their stars, IP or products, but did not really know who was buying their products.

Digital interactive marketing usually obtains only the user's mobile phone number. A consumer can have 2 or more cell phone numbers, but there is only one Alipay (Taobao, Tmall) account.

The whole line of account system, through big data to help brand touda Ali matrix 630 million consumers, and consumers in depth interaction.

The strong account system brings the most realistic user portrait. It can provide accurate portrait for fans' buying behavior, browsing behavior, travel behavior and social behavior, which can help brands continuously resonate according to the real behavior of consumers.

After finding the user portrait, Ali will help the brand realize the generation and release of the content through a series of tools, and establish links with consumers.

While watching, buy live broadcast to break the gap between time and space.

Live broadcast is one of the series tools. The content of the stars that consumers saw through television or magazines is not related to themselves. They are separated by time and space. But through the way of live broadcast by Tmall, consumers and brands and brand stars can resonate and interact in the same time and space.

At the same time, through watching and buying, Tmall's live broadcast also brings better conversion rate and input-output ratio of brand original assets, or stars and IP inputs.

Maybelline's spokesperson Angelababy made the first live broadcast to interact with fans, creating a record of 10 thousand new lipsticks sold in 2 hours.

Since then, the cosmetics brand has learned from its successful experience and has made brilliant achievements in the marketing of Cannes Film Festival.

In the future, it will be more than just live broadcasting to break the gap between time and space. The brand is paying more and more attention to the products and experiences that can only be obtained from online outlets. Gradually, like the online pfer, the brand has moved into the official flagship store of the brand, including professional and efficient customer service, personalized Tmall system, and a scarce commodity that is hard to find and difficult to find.

Integration of fragmentation traffic and attention

The 1 era of digital marketing, communication and sales is completely fragmented "two worlds", from "interest" to "purchase" is difficult to achieve, link can not be closed.

Today, all kinds of tools such as Tmall password and two-dimensional code can make effective integration of all brands' external communication. They can bring the fragmented association with fans into Tmall fans or carry out a more comprehensive integrated marketing broadcast in the official flagship store.

Based on micro-blog's main position, Tmall launched Taobao's targeted marketing on the basis of Ali's big data analysis. Most fans opened Tmall or Taobao App to search and enter the flagship store to buy products directly, and achieved an investment return rate of about 20 times higher than the average level of star shops.

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This will connect all brands with fans' sales channels. "You could see a product on the Internet, you may search and compare, but you may not buy it; but now, through the integration of all channels, Ali can quickly recommend the most suitable information for its fans."

"For example, on Tmall, we can quickly guide consumers to go to the nearest stores to see, experience, and buy online faster," Jing Jie said.

In the fan economics that Tmall defines, consumers will be upgraded to fans in full scale, and commodity consumption will be upgraded to IP content consumption.

This means that Tmall will pform from the most efficient matching platform of people, goods and markets to the interactive consumption platform of people, content and consumption, and create IP- fans - brand consumer interaction new eco industrial chain.

Through the whole link and strong correlation series tools, Ali ecology turns potential consumers into fans, turning fans' love into buying behavior, and the consumers who have purchased behaviors are upgraded to sticky fans.

From the brand point of view, fans economy means that the brand can integrate IP (stars, cartoon characters, Wen Chuang, etc.) better, and interact with fans better through IP, so that brand continuity and fans can maintain high heat and sticky.