Tmall And Japan MITSUBISHI Launched Black Technology Thermal Fabric CELWARM

October 10th -10 12, Tmall super category launched "CELWARM thermal underwear" special field, combined with several world-renowned clothing brands, will use the "CELWARM hot" fabric underwear to market, creating a new brand of warm new products, promoting the thermal underwear market in the trend and technology rapid iteration, better meet the needs of consumers, but also announced the birth of the new business model of CELWARM. This is the first successful project of Tmall and even the industry's branding, and it is also the innovation of the largest mode in Tmall category merchants.

Tmall big data insight into the market to join MITSUBISHI chemistry to create new species and new products - CELWARM

In 2018, Tmall's double eleven data showed that the market size of the new functional heating fabric thermal underwear was much faster than that of the traditional thermal insulation clothing, and the warm underwear with warm and warm type became more and more popular among consumers.

"As long as grace, not temperature" has become the past, for the health care of the 90s, fashion and warm keeping function of the thermal clothing has become a "trend category", and this has become a huge potential business opportunities.

Thanks to the huge volume of trading volume and consumer data, the Tmall apparel and underwear industry has a clear insight into the new consumption trend from this segmentation market demand, and has identified the consumption pain points and potential demand points, and found that the core material of the functional heating underwear material is the heating fiber acrylic fiber, which has confirmed the exclusive strategic cooperation with the largest acrylic fiber company in Japan, MITSUBISHI Chemical Co., Ltd.

This time, the Tmall clothing and underwear industry has a deep insight into the user's big data and the trend finding ability of subdivision products. It is skillfully integrated with MITSUBISHI's leading functional fiber research and development capabilities in the world. Both sides have incubated Tmall's brand new IP CELWARM.

CELWARM, which has three core selling points: light, antistatic and anti pilling, uses conductive COREBRID fibers to continuously corona discharge into the air. It can maximize the softness of warmth while eliminating the electrostatic problems caused by the autumn and winter drying season. The application of superfine light and thin warm fibers and antistatic fibers on the thermal clothing at the same time is the first new species in the world.

The birth of CELWARM fits the needs of the new generation of consumers, so that more people can enjoy the experience of extraordinary warmth while being free from heavy constraints. Fashion trend In order to guide and create creative design, the thermal underwear will eventually become a trend symbol to show the taste and style of young people.

Directional invitation to build a "Trinity" matrix, Tmall strong empowerment brand, consumer and industry.

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

The trend discovery mechanism and the Alibaba big data platform, Tmall built a link "Trinity" ecosystem, through the grafting of upstream quality fabric suppliers, the designer resources outside the line, provide the best fabric, price and Industry Senior Supply Chain for the cooperation brand; combined with the marketing activities in the platform, predict the trend and response trend for the brand, help the brand seize the rapidly changing consumer fashion trend, accelerate the growth of the major cooperative brands in the underwear industry, establish brand competitiveness, and at the same time, through the cooperation of the whole body fabric research and development organization, Tmall brings the new materials, new fabrics and new technology to consumers, providing consumers with new products of fashion and technology frontier, and finally becomes the vane for leading the development of the industry. Relying on Tmall intelligence Furthermore, we have realized the comprehensive and sustained value empowerment in the three fields of brand, consumer and industry.

This time, the successful launch of Tmall super category "CELWARM thermal underwear" overturned the conventional day mode, which confirmed Tmall's ability to create new brand and category trends at the two ends of consumer trends and potentials. It also officially opened a prelude to Tmall's super class heavy point new product strategy.

Tmall is no longer just a digital e-commerce platform. The position of brand digital marketing transformation is also the supplier of brand commodity supply chain. In the future, Tmall will gather more trend brand categories, expand and deepen brand insight and accelerate the incubation of "trend category". In the future, there will be more deep and more comprehensive brand new products born in Tmall, which will continue to detonate the market.