Tmall Is Building Luxury Loyalty Club

In the first high-end brand as the center

After nearly a year of platform Luxury Pavilion, Tmall is building a Luxury Pavilion Club.

Luxury Pavilion customers who spend more than $159 thousand a year.

Customers who enter the club can enjoy a series of brand preferences and exclusive sales experience.

Party's activity invitation, more flexible payment options and early trial service for new products and so on.

At the same time, the club's activities are divided into two kinds: online and offline. The main business is to provide the senior members with manual shopping and return and offline services. There are Spa Beauty or free hotel accommodation experience under the line.

It seems that such a high-end user experience is actually part of the Alibaba Uni Marketing (Global Marketing) program.

The theory was put forward by the Alibaba at the end of 2016. It mainly introduced a marketing method that takes consumers as the core and data as energy to achieve full link, all media, full data and all channels.

This approach has always advocated sharing data with brands, helping them find new customers, and understanding users who are shopping on Alibaba platform to carry out more targeted activities.

Luxury Pavilion Club is based on this targeted marketing method, that is, only advanced users who have advanced customer qualifications can automatically enter the club.

According to the world clothing and shoe net, millennials in China are promoting the growth of the luxury market.

In 2017 alone, expenditure on high-end clothing, accessories and cosmetics reached $22 billion, an increase of six times compared to 2016.

At Tmall, customers of the millennial generation account for half of Luxury Pavilion customers.

The reason why Luxury Pavilion can provide users with more suitable experience is mainly from the control of Alibaba's huge customer data, including identifying luxury consumers and understanding their shopping behavior.

When Luxury Pavilion just launched, Tmall said it was a platform for non luxury shoppers to enter. It used data analysis to identify not only luxury consumers, but also brands and products that they most likely buy.

Up to now, there are about more than 50 luxury brands including Luxury, Pavilion, Burberry, Guerlain, Givenchy, Rimowa and Hugo Boss.

"There are 500 million users on Tmall platform. We have analyzed and interpreted the data we collected, so that brands can better understand consumers, track what they like, track sales results and communicate with customers better," Tmall fashion and luxury general Jessica Liu said. "Selling on such a complex platform, marketing strategy and brand promotion is very important."

In order to establish a deeper trust relationship with the brand, Tmall will send all the luxury consumer data to the brand.

Through Luxury Pavilion, the brand can create online storefront with editorial function and video content, publicize sales promotions and recommend personalized products for consumers.

Rob Nowell, the marketing manager of Brandview, a global analytics company, said: "luxury brand specialized e-commerce sites can save the labels of these luxury goods from the effects of location, description, pricing and list control.

But brands with such a strong brand image are still not prudent in selling goods on emerging e-commerce platforms.

However, Alibaba clearly wants to prove that they have the ability to accept these brands. "

In addition, through the new Luxury Pavilion Club, Alibaba helps international brands understand domestic luxury brand stores and help them enter more luxury goods stores in China.

"In traditional retailing, it takes several months to get customer feedback.

But fast feedback is very important today because consumers are changing so rapidly. "

Jessica Liu said.

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