What Is Tmall Doing To Deal With Traffic Bottlenecks?

What kind of new products do you develop? What kind of products do you develop? Do you want to create a new brand for a new crowd and new needs?

The problems that CEO faces directly.

Whether Jingdong mall, Tmall or Suning, they hope to introduce new products to the platform, so that these new products will move towards the market with the shortest time and the lowest cost after they walk down the production line.

In January 7th, Jingjie, President of Tmall group, told reporters and other media that the new product will become a new product.

One of the first strategies in 2019.

Tmall is expected to invest tens of billions of resources to provide new products with traffic exposure, supply chain innovation, new product development, cross-border cooperation and other services. The goal is to hatch 100 new products with single product turnover.

According to the world clothing and shoe net, Tmall official data show that in 2018, Tmall added more than 30 thousand brand businesses, and the number of new products was more than 50 million. The number of new stores increased by more than 200%, and the growth of new products was significantly higher than that of the number of merchants.

At the same time, the sales growth of new products reached 77%, which is more than 3 times the growth rate of non new products.

Through the release of new products, platforms and brands can get more attention on traffic and users.

Wang Ruchen, senior industry watchdog, said consumer demand has changed.

In the past, people liked big brands, especially foreign brands. Nowadays, they are increasingly advocating the tide of integration of quality, technology, personality and multicultural elements.

In the face of the Z generation, the famous brand products are aging, and they must update their products and culture.

Upgrading of new products

Tmall's sales are concentrated on some brands.

There are 25% of the head businesses, and their new products account for more than 50% of the total sales.

Therefore, more and more head businesses choose to start new products online, and the proportion of new products is 64%.

This proportion will be further increased. In 2020, the proportion of starting businesses on the head line is expected to exceed 75%, and online will become the main starting position for new products.

Tmall's new product sales account for 31% of its total sales, and new products have become Tmall's core strategy in 2019.

In the industry that looks at new products, 42% is fast moving industry, and 27% for apparel industry.

Tmall's Consumer Affairs Division General Manager Luo Luo believes that personal care, beauty and clothing are all driven by new products. These industries have more young users and new users.

70% of these new products were women, and more than half were 85 and 90.

However, not all new products can be successful. In the new product listing cycle, more than 10 items can be sold, and only 60% of them are sold, and only 30% of the new products are sold.

"The competition for new products is also very intense, and the absolute value of the new products of the head and the success is not high.

Only with sufficient market research, market insight, market research and even consumer testing can new products achieve success and opportunities.

Jia Luo further complements.

For some brands, the traditional sales model also encountered bottlenecks.

Take the flagship new product vivoX23 released by vivo last September, for example, it excavated the technology concept of "light perception aesthetics" for packaging, and collaborated with well-known model Liu Wen in New York.

Zhou was released.

"In the past, if you beat high in the past, you might go to the TV commercials and hold a press conference.

But in fact, consumer demand has changed. Mobile phone is not a functional product. It is a product with fashion appeal. "

Feng Yufei, general manager of vivo online sales, told reporters that by testing with Tmall new products, the brand has been promoted significantly in frontline and female consumers.

Another brand, HUAWEI mate20pro, started preparing for listing in half a year, including the purchase of new products, the listing strategy and so on.

As a result, the product sold on the first day of Tmall small black box sales accounted for more than 50% of the total sales volume.

Generally speaking, some categories have gained the market increment space in the subdivision industry because of the new technology.

Behind the new technology is the new crowd.

Their demand for new consumption still needs more innovative products to satisfy.

Breaking through traffic bottlenecks

Alibaba earnings data show that in the past two quarters, the growth rate of Tmall GMV increased by 34% and 30% respectively.

In the last fiscal year, the figure was above 40%.

Against this background, Tmall needs to find new growth points to break through the dividend bottleneck of population and traffic in the past few years.

In November 26, 2018, Alibaba announced the restructuring of its organization, and Tmall upgraded to "big Tmall", forming three major sections: Tmall business group, Tmall supermarket business group, Tmall import and export division.

Under the big keynote, the strategic weight of the whole Alibaba begins to strengthen To B business, that is, enterprise service.

New product strategy is an important part of serving traditional brands.

Industry analysts believe that the introduction of new natural products can bring traffic, especially apple, Estee Lauder, Dai Sen and other popular products.

"From the point of view of Apple's new product launch in China, in addition to its proprietary store channels, all electric providers are fighting for it, because no matter from the platform influence, user attention or sales volume, the introduction of new products is a bonus point."

With the upgrading of consumption brought about by the outbreak of brand number, coupled with the shorter cycle and iterative acceleration in various industries, there will be more brand new products on the Internet.

It is reported that the proportion of new heavy consumer goods in the 234 tier cities is 79%, and occupies eight seats in the first ten seats of the per capita consumption of new products, thus becoming the main force of new product consumption.

Ma Xiaoyu, general manager of Lancome China, revealed that for the brand, the competition in the early years was actually popularity. Later, it became the competition of the star products. Now, the individualized demand of consumers is increasing.

"Now users are mainly 85 after 90, we must have fun to attract them. New products are important ways to get new customers.

Like this month, 82% of our sales came from young new customers.

Further, the idea of breaking through the traffic bottleneck is that the existing product line is the main stock market, and the new products focus on the incremental market, thus promoting the upgrading of consumer demand.

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