In 6 Thousand And 180 Minutes, Tmall Sells 43000 Underwear.

Although the global fashion industry is not so prosperous, Tmall 618 still brings explosive growth to the brand.

According to the financial times, half of the more than 70 US listed retailers did not meet Wall Street expectations in the first quarter.

"Macroeconomic downturn", "bad weather" and "management judgment errors" are considered to be the general causes.

On the contrary, even the fashionable brands with poor financial performance have seen unusual growth in Tmall's 618 growth.

618 is becoming the biggest opportunity for Tmall's home and brand growth in the first half year.

Not long ago, they were repeatedly released from the store, and even they would stop selling the great show of Wei, and sell brilliantly in Tmall.

According to Tmall 618 data, only 10 minutes after the opening, the secret of Vitoria sold more than 43000 underwear.

On the first day of Tmall's 618, the growth rate of the company was 178%.

Underwear sells well, and beauty care products are equally dazzling.

In order to catch up with Tmall 618, in early May of this year, Wei first opened the first flagship store in Tmall, and started a large number of new products including fragrance and body milk.

Data show that Tmall 618 sold more than 26000 body milk and fragrance in its first day store.

Through cooperation with Tmall, it has made impressive achievements in the sinking market and the acquisition of young users.

Over the past three months, the 18-24 year old young user has increased by nearly 30%.

Fast fashion has also been faced with obvious challenges recently.

Abercrombie&Fitch, a fashion brand, reported last week that sales of Abercrombie&Fitch were lower than expected, and its share price plummeted.

Chief financial officer ScottLipesky told the Financial Times: "in Asian business, the brand failed to make full use of Tmall's marketing activities".

Fully aware of this problem, Abercrombie&Fitch quickly adjusted its strategy this year. This year, Tmall 618, Abercrombie& Fitch official flagship store broke through the brand's decline in 25 minutes last year.

Not only for fast fashion brands, luxury goods in Tmall also entered the fast lane of growth.

The luxury brand Burberry, which has more than 1 million 430 thousand fans, has increased by 52% on the first day of Tmall 618 this year.

Achieving such a good result is closely related to Tmall.

The industry pointed out: shop more than five years, Burberry brand from the organizational structure to the annual budget, and so on, have changed because of Tmall.

Burberry Tmall official flagship store is also more complete than brand names, more goods and faster new products.

As a platform with massive user data and crowd portrait, Alibaba has a better advantage in new product hatching.

From C2M reverse customization, AI intelligence, full link sample distribution to IP customization, it has become a tool to help Brands Hatch new products and create explosive funds.

Tmall has also set up a targeted operation and support team for small and medium-sized brands and luxury goods, helping different brands to achieve rapid growth in Tmall.

Today, the Chinese market has become the biggest driver of the brand's global growth, and Tmall has become the source of brand growth in the Chinese market.

Tmall 618 and double 11 are becoming the two largest battleground for brand annual growth.