60% New Products Starter Tmall Has Become The World'S Largest New Product Launch Platform.

New products have become one of Tmall's most important strategies.

Tmall announced that it will launch more than 5000 new products in 2019, and Tmall will become the world's largest new product launch platform.

Since April 17th, Taobao Mobile's Tmall portal has been upgraded to Tmall's new product directly.

Tmall helps brands make new products, not two days a day. Data show that in 2018, the turnover rate of new products reached two times that of Tmall platform.

Obviously, Tmall and brand have seen that new products are important driving force for brand growth.

Analysis of the industry, this time, from the upgrading of new channels to see Tmall pushing new products, has changed from quantitative change to qualitative change.

From scratch to 60% new products

Why does Tmall push new products? Now the consumer market is becoming more and more subdivided to meet the needs of consumers for quality life. It is the mission of Tmall, and the release of more and more fine particles is the best way to achieve this goal.

As we all know, new products are the lifeline of a brand, but it is not easy for consumers to buy new products. The industry generally claims that the success rate of new products is less than 10%.

Two years ago, I realized that there was no special sales channel for new products in the market, and Tmall tried to launch a small black box.

This is a reflection of Tmall: the explosive products have core areas to operate, and the special cargo outlets have to clear the warehouse, and who will bear the sales of new products. At that time, Xiu Fu, who was in charge of Tmall super brand days, sent several employees to investigate the brand's pain in the new product release.

After a survey, in March 23, 2017, the small black box was formally launched, specializing in brand new product marketing solutions.

The team with only more than 10 people eventually handed in a good pcript.

In 2018, in the new products released on Tmall platform, the small black box team recommended according to the consumers' labels and shopping preferences. Finally, 1 million 300 thousand new products were purchased by consumers, involving more than 500 brands, and the scale of pactions was over 40 billion yuan.

Xiu believes that Tmall has gone through three stages: sales channels, brand marketing, new product development.

The appearance of the small black box also means that the new product starts in Tmall, and officially rose to the strategic level of the company.

Moreover, in September 2017, Tmall's new product innovation center, which aims to help brands through customized research and create new products, was also launched.

From the beginning of new products to the development of new products, Tmall has set up a full link solution for new products.

Today, more than 60% of the world's famous brands start their new products in Tmall. In 2018, the number of new Tmall products increased by nearly ten times compared with two years ago.

Global brand PK, queue up for the first time.

Tmall is emboldened to upgrade its new product strategy.

A group of figures can prove this: in 2018, double 11, three of the top three of the eye cream products, two of them were new products hatched by Tmall. Every month, there were 10 new product operators in the small black box, and the first tier brands at home and abroad were queued up for 1 years in advance.

The world's first brand new product has become a global brand consensus. Tmall has become a brand new battlefield.

"Sometimes there are a lot of new products on the brand line, and we even joke about whether we need to carry out Yaohao."

The small black box team revealed that in September last year, an international first-line beauty brand launched a new product by co operating with Tmall. After its "old rival" knew it, it found a small black box and immediately added 70% of the budget to the new product.

In 2018, SK-II launched its first attempt to launch the blockbuster new red flask in Tmall. Only 8 months later, it brought the new product of Japanese headquarters for 3 years, SK-II light spot pen. In Tmall just a few days, the number of bookings has exceeded 6000.

Because of the success of the brand new product, double investment and double output are not the only ones in Tmall.

In fact, it is not easy at the beginning to conquer global cards from 0 to 1.

The first item of the small black box, Estee Lauder air cushion powder liquid, lasted for 3 months before and after.

High-end brands care about details, dislike discounts and gifts, and want to catch accurate customers on the basis of ensuring brand style.

Tmall dispelled the doubt of high-end brands. In the process of starting new products, Estee Lauder found that the people behind the new products are their customers, what preferences they have, what prices they accept, and which spokesmen they like, which are the answers given by Tmall big data.

As a new product, Estee Lauder air cushion powder quickly squeezed into the top three in the beauty market.

Today, Tmall has become the first platform for global brand new products.

In 2019, Tmall's new product hatching scheme will be open to the mid waist businesses, so that more innovative brands can participate.

The industry believes that this means that the waist brand to usher in the explosive growth opportunities, online new products or blowout potential, brand will also enter the real "new product era".