Burberry And Tmall Have Launched A New Round Of Cooperation.

According to the world clothing shoes and hats net, there are many

The cards began to move.

Burberry and Tmall have launched a new round of cooperation when they reach their tentacles.

In September 24th, it was

The first Tmall super brand day, under the empowerment of Ali big data, Burberry sales were close to five times that of weekdays, and the shipments of single products reached 50%, nearly 1000 people bought and collected, and nearly 5 million of the high fashion crowd was precipitated.

In the upcoming double eleven, Burberry said it will continue to carry out more in-depth and comprehensive cooperation with Tmall in all fields, all channels, integrated marketing and new retail.

The first luxury brand to eat crab

In April 2014, Burberry officially entered Tmall flagship store and became the first international luxury brand with third party online shopping platform.

Burberry's innovation gene is equally evident in the Chinese market.

When most luxury brands still take a wait-and-see attitude toward the electricity supplier, Burberry takes the lead in Tmall. In the three years of cooperation between the two sides, all the innovation projects of Ali Tmall are at the forefront of Burberry.

By the end of 2015, Burberry China's 70 stores jointly launched a full channel convergence with Tmall.

In 2016, Burberry took part in the Tmall double 11 Fashion Festival.

In 2017, the cooperation between the two sides became closer. In May, after the small black box Tmall launched the new handbag, the two sides launched a super brand day cooperation in September.

Tmall joined hands with international brands to deepen the positioning of "ideal life". The brand also promotes sales volume and brand influence through Tmall's 500 million consumer group through IP.

Burberry uses data bank to achieve accurate advertising, and at the same time, it promotes the consumption experience with thousands of faces, synchronized global latest fashion, brand number, live broadcast and on-line 360 degree panoramic exhibition hall.

These innovative gameplay made Burberry's sales reach five times its usual sales day, and the first show was also warmly received by consumers.

Data oriented precision marketing

"The opening of super brand days is a new starting point for Tmall and Burberry cooperation."

This is what Tmall director of brand marketing product director Xiu Yu said.

In fact, the success of Burberry is based on the application of big data in new retail.

In 2016, Ma Yun put forward the term "new retail". Alibaba group CEO Zhang Yong said that the new retail is the reconstruction of modern business people, goods and markets under the driving force of big data, and the future electricity supplier is to digitize the business of 100%.

Under the new retail concept, Tmall helps online brands build private data banks and official brand operation centers through online centralized operations and data visualization.

"Through data banks, consumer data assets are completely refunded to brand private banks, and the brand side can analyze and apply them."

People who are responsible for Tmall's new Burberry retail explained that "in the past, only those who consumed Burberry products could let the branding see details. But since there are data banks, people who click, browse or search will appear in the data bank in the form of crowd packages, which we call data empowerment."

Tmall becomes a luxury place

The importance of maintaining their own traditions and tonality has once left luxury brands to keep their distance from the electricity providers.

However, facing the slowdown in the growth of the offline sales and the changes in consumer behavior, the attitude of luxury brands to e-commerce has gradually shifted from suspicion and wait-and-see to try and embrace.

A survey by McKinsey shows that 80% of luxury stores are concentrated in the top 15 cities of China's GDP, but only 25% of luxury consumers live in these places. The coverage and demand of stores are significantly mismatched. Cooperation with e-commerce providers can help brands penetrate into the two or three tier cities better.

In addition, studies have shown that 80 and 90 are becoming the new force of luxury consumption, and they are also the earliest "online shopping generation".

Tmall, which holds 500 million users and has strong technological advantages, is no doubt a luxury brand that can not be ignored.

In the first quarter of this year, watch brand tiego and Tissot entered Tmall in succession.

LVMH's brand Loewe also set up a flash store in Tmall during the Tanabata Festival, offering limited edition handbags and opening the brand number.

Ali is also speeding up the layout of luxury ecology and snatching the right of fashion discourse.

This summer, Tmall launched App Luxury Pavilion for specific consumer groups to sell 17 luxury brand products including Burberry, Hugo Boss, La mer and luxury car horse salad.

Within one month, the luxury brand grew by more than 150%.

Not long ago, New York fashion week announced cooperation with Tmall to join the double 11 trend pageant and bring Tmall's luxury brand and designer brand to China through Tmall.

Under the new retail background of Ali, more and more fashion luxury brands have joined Tmall.

Relying on big data as a luxury business new way of playing is full of imagination.

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