Vans, Barbie Brown What Are The Advantages Of Tmall'S First Offline Experience Center?

Tmall also has "offline experience center".

On July 16, the first ideal life experience center built by tmall club team landed in Shanghai K11 shopping and Art Center. Vans, a skate brand, was invited to launch Street Culture Exhibition for the first time, which injected a brand-new Internet gene into the city's landmark "online shopping mall".

According to tmall II, last month, the experience center was still in the planning stage, and had attracted more than ten big brands, including vans and Barbie brown, to queue up for cooperation. Brands have come up with the most creative interactive solutions. Although there have been several rounds of internal PK, the "schedule" has been full until September. Some brands have already decided on the time and scheme, and heard that the experience center will open Industry's plan, immediately changed the plan, rushed to join

On this full schedule, tmall club will join hands with the ice cream industry to create an immersive drama experience of sleep no more and cooperate with Bobbi Brown made up a fashion experience space together with Ballantine whiskey to present the Music Carnival Party of "the summer of the band", had a space super experience with Procter & Gamble Orlo B, and cooperated with Abbott to present a series of masterpieces in the collection of Boston Museum of art

"Immersive drama writers and landscaping need to be adjusted according to the venue, and much preparation is needed in the early stage. In order to catch up with the opening node of the experience center, the pioneer art team sleep no more risks waiting for tmall's design drawing, and finally created an ice-cream immersion drama exclusive to tmall." Feidan, project director of tmall's ideal life experience center, said.

In Shanghai, which is full of brand stores and large exhibition halls, international famous brands have chosen to cooperate with tmall. The reason behind this is simple: tmall has brought unprecedented rapid growth to the brand.

Take vans, the first brand to participate in the ideal life experience center, as early as August 2017, the parent company of vans, Weifu group, launched the cooperation with tmall new product innovation center. During the period of tmall 618 this year, a number of brands of Weifu group also performed well. The co branded new Harry Potter product launched by vans on tmall has led to a sales increase of more than 200% over the previous year. So far, the number of fans in the official flagship store of vans has exceeded ten million. On the same day, the north face participated in tmall super category day, and the turnover increased nearly twice compared with last year. According to the financial report of weaver group in 2018, driven by the strong growth of 22% in the Chinese market, the revenue growth of weaver group in the international market in 2018 was 10%.

The flagship store upgrade plan just announced by tmall has also injected more imagination space into the cooperation between the brand and tmall: at present, the appointment entrance for participating in the ideal life experience center is still on the mobile Taobao - tmall Club page. However, with the upgrading of tmall flagship store, perhaps in the near future, the exclusive experience activities created by these brands for fans can also pass the "thousand people" "Thousand noodles" and "private customization" are showing up in front of consumers.

In addition, the venues full of cultural and technological interaction, online and offline linkage realized by large screen interactive games, more than 700 million live users, and a large number of young users with great consumption power have become important reasons for brands to choose to cooperate with tmall. In the past year, more than 100 brands have been established with tmall club, and there are rich experience activities almost every weekend.

The launch of tmall's ideal life experience center also brings more imagination space for the brand's member operation. The cooperation and co creation with K11 is just the beginning. In the future, the form of experience center will continue to expand, and a series of innovative business forms, such as co creation space, theme store and retail terminal experience store, will be launched to create a normal communication window for brands and users. Imagine: tmall's co branded coffee shops, joint sports venues, even joint spa restaurants and food shops may not be far away from you.

"As the main position of brand operation, tmall is to connect the links between brand members, brand activities and offline stores of the brand, so that consumers can have a completely different experience. In the future, through the cooperation with tmall club, the brand can have a digital enabling field to communicate with consumers in a more in-depth, efficient and long-term manner, thus bringing about the growth of fans of tmall flagship stores and the improvement of loyalty of old users. " Jialuo, general manager of tmall consumer platform business department, said at the scene of the press conference on the same day.

Nowadays, the Chinese market has become a huge emerging market that global brands are optimistic about, and tmall is undoubtedly the biggest growth opportunity in the Chinese market and has become a window for brands to face users. The landing of tmall's ideal life experience center will help the brand adjust its strategy more flexibly and achieve a more direct and lasting dialogue with young users.