Under Pressure To Cooperate With Tmall? How Do These Fashion Brands Cooperate With Tmall?

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The new retail "journey" created jointly has just completed a new "achievement concentrated display".

According to the world clothing and shoe net, in September 27th, dozens of brands including Hai Lan home, Mark Ed Faye, Zhou Dasheng, CASIO, Nike, Qipai, and others, focused on their exploration and experience in the new retail fields such as intelligent stores, global marketing, data banks and so on.

The Ministry of Commerce recently released the China retail industry development report (2016/2017), and for the first time, it put the new retail of Tmall as the typical representative of online and offline integration into the government report, and stressed that the entity retail and the network electricity supplier are merging, asserting that the retail industry's multi format cross-border development will become the mainstream, and social retail has entered the golden period.

For the rumor of "pressure to cooperate with Tmall", people in charge of the brand laughed at it.

Also in September 27th, Taiping bird group denied the statement directly in the interview with foreign media, "this is a decision based on market demand".

"In the strategic cooperation with Tmall, our business has not only got resources, but also has the ability to innovate business models."

A participant representative said, "it is a unique value for us to take the lead in the market competition."

"New retail is like an intelligent organism."

"Through the open ecosystem of Alibaba, during the Tmall 618 year, we launched the first new retail wisdom store in only a week."

At the strategic meeting, Zuo Jingdong, general manager of menswear brand Mark Ed Faye, first shared the new retail results. After the consumers tried on them, they stood in front of the smart screen of the store. Through the identification device of the Internet of things, the big screen could automatically identify the merchandise ID, not only pushing the model trial effect synchronously, but also presenting personalized content such as product introduction, evaluation and related collocation.

Zuo Jingdong likened Mark Ed Faye's new retail system based on the infrastructure provided by Tmall to "organisms". "Intelligent stores are like sensory systems such as human taste and touch. The whole channel is like a circulatory system. Information flow and logistics, capital flow are like blood in blood vessels. Big data is the brain."

Mark Ed Faye's many intelligent stores are about to open, but users just get through this, and they quickly accumulate and select tens of thousands of core members.

Such a change is not an easy process for businesses.

"We have faced a lot of brand, channel and concept problems, it is very difficult to avoid."

Wang Zhenhua, general manager of Qipai men's clothing business, said frankly, "but in the era of data pformation, we must face up to consumers closer."

This year double 11, seven cards will have 16 branches to invest, members will get through, 7 agents will participate, and more smart stores will be imported.

"This is the change we have to do in seven cards this year."

Wang Zhenhua said.

"Now is the best time for new retailing".

Kisscat has 13 branches in mainland China, each of which has separate warehouses, all of which are shipped from Guangzhou.

After cooperation with Tmall, based on Ali's entire big data system, they integrated into 6 parallel warehouses in the whole country, which significantly improved operational efficiency.

At present, they are docking with Tmall's technology team, and have made accurate consumer portraits of about 1000000 of the members' data, so as to find millions of potential customers.

"We used to rely on experience to judge business."

Shi Guangping, Kisscat brand operation manager, said: "now we can provide accurate support for us through big data pre judging, including location selection, shop selection, selection of products, and Ali ecological data."

This is why businessmen will evaluate the value of Tmall by "unique".

To help traditional brands develop online channels -- to promote the vitality of the brand release line -- through intelligent stores and global marketing, to truly achieve superimposed growth on line and line, and new retail is becoming the three step standard of clothing brand.

The essence of these infrastructures provided by Tmall is to stimulate consumers' potential shopping demand by means of digital GMV and precision marketing, so as to help clothing brands achieve comprehensive pformation in market strategy, commodity strategy and positioning strategy.

In the first half of this year, only Tmall's "carry on shopping bag" function made the fast fashion brand GAP account for 20%-30% at the store. After this year's Tmall 618 Ideal Life Carnival, the order that consumers finished again was 80%.

"We are in the best era of new retail."

XTEP's responsible person said at the strategic meeting, "as long as we have more accurate data from users, we will be able to contact users more intelligently."

New retail pformation DNA, brand has been "substantial" help.

Whether it is the trend of double upgrading on the consumer side and supply side, or the high requirements of brand building, community expansion and product innovation, all brand businesses have posed new challenges.

From the three links of membership, goods and services to the foundation of data flow, capital flow and logistics, brand businesses urgently need genuine new retail platforms to provide substantial help.

As a result, many brands and Tmall and cooperation have been promoted to the height of "strategy".

"La Natsu Bell 60% orders through the store delivery, through the commodity pass, we have two sales opportunities for one garment."

La Natsu Bell brand representatives said at the meeting.

Tmall big data is not only helping La Natsu Bell's more than 9000 stores to increase sales scale, but also helping to open new store locations to make strategic decisions.

According to the latest reports, the world's largest sports brand, Nike's brand "JORDAN", has increased by more than 30% in the Chinese market following the launch of Asia's largest Jordan flagship store in Beijing and the launch of Tmall flagship store.

"As long as we are more willing to try and explore than our peers, we will not be able to adapt to the market changes and be eliminated at least."

ELLE's CEO Li Dahui said at the strategy meeting.

"New retail does not mean that we are prepared to do it, but we must do it."

JEANSWEST electricity supplier director Ye Shucheng said so.

"Our embrace of new retail is to return to the essence of things, to be steadfast, not to be temporary, but to be long-term."

The delegates said, "this is to rebuild our group's DNA with the help of new retail."

More interesting reports, please pay attention to the world clothing shoes and hats net.