Tmall Has Become A New Engine Of Global Brand Growth.

It is understood that in August 17th

Tmall's new retail strategy and the explosive growth brought about by its latest earnings report were first put into their own earnings by global brands.

According to incomplete statistics, in recent years, dozens of global brands including Shiseido, Estee Lauder and Adidas have frequently mentioned the Chinese market and Tmall's online businesses, including Nike, L'OCCITANE, L'OCCITANE, Mei, Qi, and so on in their earnings reports.

Not long ago, the whole cotton era parent company's prudent Medicine issued a book, and the Tmall as a digital channel of enterprise advantages repeatedly mentioned.

Industry analysts pointed out that whether the Internet original brand, national brand or international brand, the performance and cooperation on Tmall as the "standard" of the financial results, which indicates that the Chinese consumer market represented by Tmall is increasingly irreplaceable in the global scope.

Up to now, over 80% of Forbes's 100 most valuable brands in the world have entered Tmall.

In June, the French skin care brand L'OCCITANE released a financial report: "sales in mainland China have increased to 124 million euros, mainly due to the group's sales growth in Tmall flagship store."

During the double 11 period last year, the sales volume of L'OCCITANE brand's flagship store increased by more than 70% over the same period last year. In May this year, L'OCCITANE worked with Lu Han to launch a limited number of Cherry Blossom boxes in Tmall, and Tmall's flagship store grew by 250% over the same period last year.

In July, the US financial website MarketWatch reported that Nike's share price rose sharply by 7.6% in the US stock market. The reason is that the company's fourth quarter financial report showed that its performance exceeded expectations, and the emerging markets such as greater China increased by 11%, becoming the driving force for Nike's global market.

In a subsequent official interpretation, Nike said that Nike has maintained double-digit growth for tenth consecutive quarters, and Tmall is the key to promoting overall business growth.

Based on the excellent performance of the Greater China region, it will continue to strengthen strategic cooperation with Alibaba and join forces with Tmall in pushing new retail sales.

National household appliances, Haier and Tmall also frequently mentioned Tmall in their earnings reports, which is related to their "Tmall speed".

In its annual report, Haier said that Tmall could develop B2C business to improve the efficiency of supply chain management and the profitability of channel partners.

With the cooperation of Tmall platform, the distribution capacity of the last mile of logistics has been further improved.

In the 2016 annual report, the United States indicated that strategic cooperation with Tmall and other platforms further accelerated the strategic deployment of the US e-commerce business, and online sales accounted for 20% of the company's domestic sales.

In July this year, the "national household appliances" in the official micro announced that the first sales in Tmall platform to break through 10 billion yuan, the two sides will join hands in the 20 billion year of the appliance industry.

Traditional brands go online, new retail sales booster

Tmall's new retail business is becoming a new kinetic energy for brand pformation and the real economy. Behind it, a new entity economy spanning electricity, finance, logistics, cloud computing, big data and globalization has already taken shape.

In March 2017, Daphne International Holdings Ltd released its annual report, which shows that the 2016 year of the year, China's women's footwear brand Daphne's business revenue and gross profit double growth has become a bright spot for performance.

In, Daphne was still ranked the top three of the local brand women's shoes sales in China's most important online shopping activities, and maintained strong sales growth throughout the year, according to the annual report that more and more international brands are entering Daphne and sparked fierce competition.

In this regard, Tmall apparel relevant person in charge evaluation: "Daphne online and offline integration of all channels is accelerating, the younger online process is far faster than offline."

In addition to Daphne, a number of clothing and sports brands in China have released annual reports. New retail outlets represented by e-commerce, intelligent technology and so on have handed out excellent answers in helping brands develop new users and achieve economic pformation and upgrading.

Semir, XTEP, Anta and other brand annual reports show that online rental, labor and marketing costs continue to rise. These traditional brands are relying on Tmall to achieve seamless handover.

Last year, the online income of Semir apparel reached 3 billion 200 million yuan, an increase of 80% over the same period last year, and invested 340 million yuan to invest in the construction of Semir e-commerce Industrial Park in Zhejiang. Anta's revenue in 2016 increased by 20% compared with the same period last year. E-commerce is the new driving force for its growth; XTEP, the sports brand, is booming across the country in 8 of the 2016 factories nationwide, and sales of e-commerce are growing rapidly.

Without exception, these brands set up an official flagship store in Tmall. Last year Tmall double 11 ranked the top five in its category.

Like the domestic clothing brands, the top international brands are also accelerating the embrace of Tmall and young consumers.

Since July 2015, the world's largest luxury group LVMH's brand Make Up Forever has opened its first Tmall tour. In just two years, its more than 10 brands, including Guerlain, Fu Lei Shi, tiger Heuer, real time, MOET & CHANDON Hennessy, have been placed in Tmall.

Wu Yue, President of LVMH group Greater China, said: "Tmall represents China, reflecting China's progress and China's development.

It's natural to enter Tmall. "

Industry analysts pointed out that Tmall has the most consumptive group on behalf of China. Through the accurate prediction of consumer trends by big data, it plans the market strategy for brands, and Tmall has become the new engine of global brand growth and the "first official website".

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