Tmall Joined Hands With The 7 Brands To Create A New IP-CELWARM

In August 6, 2019, the "CELWARM hot" thermal underwear conference was held at Alibaba group headquarters in Hangzhou.

Tmall and MITSUBISHI chemical announced that they will form strategic partners in the field of acrylic functional underwear and the Internet business platform business in China. Tmall's big data user insight and subdivision trend discovery capabilities are cleverly combined with MITSUBISHI's global leading functional fiber research and development capabilities, CO incubating Tmall's heavyweight IP-CELWARM hot underwear, promoting the thermal underwear market in the trend and technology rapid iteration, to better meet the needs of consumers.

It is reported that Tmall has invited some of the cross category and cross industry brands for this CELWARM project. They are: Manifen, cat people, banana in banana, JACK & JONES, VERO MODA, ONLY, SELECTED.

In addition, the conference said that the CELWARM project will help brands enter the fastest and largest online blue ocean market.

Why does Tmall think this is a good business opportunity?

When buying underwear, consumers pay more attention to fabric quality. In the existing thermal market, the traditional "autumn clothes and trousers" account for a relatively high turnover. However, with the improvement of fiber technology, thermal underwear of functional heating fabric has gradually entered the life of consumers, and is recognized and accepted by young consumers.

Liu Xiuyun, President of Tmall apparel business department, said: "from the data of double eleven in 2018, we found that the market scale of the new functional heating fabric thermal clothing is growing very fast, and the warm underwear with light and warmth is becoming more and more popular among consumers."

Liu Xiuyun said in his speech that relying on the intelligent brain discovery mechanism of Tmall and the rational brain of Alibaba's big data platform, Tmall will be able to predict the trend and trend of the brand by grafting the upstream quality fabric suppliers and the designer resources outside the line, and combining with the marketing activities in the platform, helping the brand seize the rapidly changing consumer trend.

What is the difference between CELWARM products and existing market products?

Founded in 1933, MITSUBISHI Chemical Co., Ltd. is a research and development enterprise with 7 independent research institutes. It is Japan's largest acrylic fiber research and manufacturing company, and is also the key to CELWARM's success in innovation.

Through data analysis of Tmall's online consumer behavior, MITSUBISHI chemical company's fiber materials division analyzed the pain points and potential demand points of consumers, and R & D personnel used this as reference to develop new fibers.

"CELWARM is a new type of functional product that is developed for research and development in the dry and dry weather of autumn and winter." at the press conference, Mr. Kawasaki Takashio, executive director of MITSUBISHI chemical company and Minister of fiber material business, introduced the "black science and technology fabric" of the cooperative output. "CELWARM has 5 major functions: light thermal insulation, antistatic, good shape retention, unfettered and easy to handle." After conquering the core technical barriers, CELWARM used conductive COREBRID fiber to continuously corona discharge in the air to prevent the related problems caused by static electricity.

　 Find trend blue ocean market, CELWARM projects attract new players in the industry.

In this project's cooperative group, the lingerie fashion group is a new player in the thermal underwear industry.

As a continuation of the internationally renowned fashion brands, the silk fashion is a wholly-owned company founded by Dan Friis and Allan Warburg in China, and continues to be a wholly foreign-owned BESTSELLER fashion group in Denmark. ONLY, VERO MODA, JACK& JONES, SELECTED, NAMEIT and other more than 20 best selling brands are owned by BESTSELLER fashion group and have more than 20 stores in Europe.

The fashion empire has been formed. Through the big data platform of Alibaba, bestseller discovered the blue ocean market of thermal underwear and became a participant in seeking new changes. As early as the early stage of CELWARM project cooperation, the Dan Friis, the bestseller, felt the potential business opportunities, and the internal mobilization design and product development team invested fully in the project and joined the opportunity market.

In the process of tidal trend mining and new product development, we will continue to cooperate with Tmall in developing the blue ocean market and further cooperation.

Tmall reflects the trend of underwear development in China, and changes in the future trend of the thermal industry.

From the trend of Tmall, we can catch a glimpse of the trend of Chinese underwear.

In the existing overall thermal market, the core competitiveness of the market is the competition between traditional brands. But with the upgrading of the supply chain and the continuous innovation of fiber materials, more new fabrics and new functions are recognized by consumers, and the growth trend is also more prominent. Starting from the CELWARM project, the mainstream brand of cross category and cross industry is concerned about the new opportunities of the thermal underwear market, and embarked on the strategic layout of the online new opportunity market in the underwear industry.

The core strategy of Tmall's underwear industry is based on the discovery of consumption trends, hatching new products and new species that segment the market, and improving the ability and efficiency of brand response trend with the help of platform capability to accelerate brand upgrading and growth. In the future, Tmall will continue to expand the supply of commodities in the blue ocean, from point to area, and build deep collaboration with the supply chain through the cluster of functional fabric IP, and reconstruct a new ecosystem of online thermal products.