Levi'S Optimistic About Electricity Supplier Channel Presumption System Tmall Sales Rose 89%

Jeans giant Levi's rose 31.82% to 22.41 dollars on the first day of listing on the New York stock exchange.

After being privatized and delisting again, it has been in the past 34 years since the 100 year old shop went public for the first time.

In the prospectus, Levi's highlighted the electricity supplier channel, saying that although the proportion of revenue is only 4%, its potential is huge.

"Jeans originator" for the electricity supplier channel attention and input, also reflected in its Tmall flagship store action.

In January 1st of this year, Levi's China official Xuan Cai Xukun was the spokesman for its brand.

18 days later, Levi's took part in the Tmall super brand day. For the first time, the custom game was introduced, and Cai Xukun's special editing music documentary was hidden in the custom pattern and printed on the jacket.

The user can scan the pattern of Taobao ARbuy and see Cai Xukun's exclusive documentary.

This customized project has only been used for 2 weeks from the design to the final product.

Previously, Levi's ordered from the world to sell online for nearly half a year.

The new effect of the new approach is that the number of new fans added to the brand has reached 2.5 times that of the double 11 in 2018.

The growth of the number of fans soon produced a buying effect. In the festival of "the 38 quarter", which mainly targeted at female users, Levi's accounted for more brands as male users, and sales increased by 89% on the same day.

As Levi's's main third party online sales platform in China, Tmall has become the most important force in the Chinese market.

But for Levi's, how to better tap the segmentation needs of Chinese users, especially young users, and accurately understand the trend of jeans leisure clothing, and deeply target the target population, is what Tmall hopes to achieve through the platform strength.

Tmall's proposal is to launch customized products for young users aged 18 to 24, so that the young people will not only recognize Levi's's "professional clothing" brand, but understand the fashion, lead the pop culture and lifestyle brand.

Tmall has huge consumer big data. On the one hand, it enables Levi's to better understand the behavior and needs of young users. On the other hand, digital marketing tools have quickly attracted a large number of new fans in the near future, which is also the most valuable high potential users.

Apart from Levi's, more and more foreign brands are exploring the potential of e-commerce channels through deep cooperation with Tmall.

It is understood that next, Levi's and Tmall will continue to cooperate with younger users in demand mining and customized products, and may cross the most popular cowboy category in the public impression, extending to other casual wear categories.