The Incremental Half Of Tmall'S Clothing Comes From Here. Are You Ready?

"The 50% increment of Tmall clothing will come from the increase of penetration rate of online shopping crowd, and the other 50% increment will come from the increase of Internet aborigines." At the 2020 online summit of new online merchants, Tenzing, general manager of Tmall apparel new retail & menswear footwear industry, predicted the future growth trend of consumption.

He believes that in addition to the arrival of new customers, the depth of operation of consumers is also crucial. For example, on Tmall, there are 3 flagship stores with more than 100 million fans. The three brands have a lot of imagination in operating 100 million of their customers.

Behind this is the brand's digital operation capability. In order to achieve global digitalization, brand needs to be restructured in 5 aspects: reconstructing new products, reconstructing new brands in the Internet, reconstructing new retail business models, reconstructing user operation and interaction systems, and reconstructing data integration platforms.

　　 "Calculate" the explosive money

As more and more consumers go online, the penetration of online money is increasing.

Data show that in 2019, the apparel industry's online penetration rate reached 42%, while the online penetration rate of the cosmetic industry was 37%. Under the background of consumption upgrading, consumption classification gradually developed into an industry trend.

In Tenzing's view, no matter which channel the brand is in, it is always the same consumer. In the past, consumers' cognition of brand came from three aspects, and now is being greatly strengthened, which is the key point for the brand to go to self-cultivation.

　　 First, super content

The brand should not be confined to the output of picture content, and more abundant content forms such as short video and live broadcast should be used skillfully. Future brands must have the capability of super content production and operation.

　　 Two, super equity

According to the different life cycle of customers, such as potential customers, new customers, old customers and VIP, brands should develop different rights and interests, so as to mine the biggest consumption potential of all kinds of customers.

　　 Three, super single product.

"New" is the most important factor driving brand growth. Over the past 1 years, over 100 million of new products have been released on Tmall platform.

With the support of Tmall's data, brand is no longer required to rely on "gambling" on the most important new products, but can be "calculated".

In the apparel industry, the most obvious perception of brands is that brands do not need to wait until the product is marketed before they know which product is hot money, but that they can first know the needs of consumers, so as to make product planning, design, development, production and manufacture.

In recent years, sports brand PEAK has expanded from traditional old shop to Tmall flagship store. The new products are released on Tmall platform, and the importance of online to it is self-evident. PEAK's "state pole" series is one of the typical cases of its deep cooperation with Tmall.

Prior to the launch of the product, PEAK cooperated with Tmall innovation center, using large amounts of data to calculate and pre lock the consumers. In the marketing process, we will link the inside and outside people's freight yard organically, so as to help the product achieve sustainable growth.

In 2019, Tmall 618, PEAK Tmall flagship store increased by 976% during the same period, and the volume of trading rose nearly 2000% on the first day. The single 1.0PLUS- competition was even more than the international brands such as NIKE, and became the top 618 sales item of sports shoes on the carnival day of 618.

Tenzing disclosed that in addition to PEAK last year there is a clothing brand, before Tmall double 11, prepared 17 new models. However, it did not directly put into production, but used Tmall big data tool to delineate the seed users, and extract user profiles, including their content preferences, consumption ability, age distribution, etc., combined with the choice of users, finally chose only 4 products to produce large quantities of goods. The 4 new products occupy 40% of the brand Tmall double 11 store.

　　 Create a sense of belonging

Behind the data based methodology, GMV is being redefined.

Tenzing believes that in the past, we defined the GMV = flow * conversion rate * single rate, which is a result oriented business model, and if we look at GMV from the perspective of data, it can be split adult and human contributions, allowing more consumers to buy or buy more, buy more expensive or buy wider, which is worthy of brand thinking.

At the summit, Tenzing specifically mentioned three notable groups. These three groups of people, respectively, are the Z generation population, that is, those who contribute to the largest population in Tmall double 11; the tide playing crowd is willing to pay the tide for tide shoes, tide playing, tidal makeup and tide favors; heavy luxury people, luxury clothes, light luxury, brand people build online exclusive high value crowd.

During the epidemic period, the purchasing power of these three groups of people still maintained strong growth on Tmall platform. Therefore, Tenzing feels that making a brand must think about the future market and category, where the consumption crowd is and where the growth of the population is.

With the tide playing crowd as the list, with the constant increase of Tmall's trend market, the trend crowd forecast has reached over 200 million scale. NPC NIC, one of the representatives of fashion brands, also participated in the 2020 online summit of new Internet merchants. Li Chen

In his eyes, the tide market has great opportunities. Young people are not short of spending power, but the key to persuading young people to spend is to let young people find a sense of belonging.

For example, the slogan of Chao brand Supreme is that everything can be Supreme, and they play the same name with all kinds of brands, and have made stickers, axes or even bricks. No matter what product, the Supreme Logo will be sold short.

Recently, Supreme and Oreo collaborated with a red flavor. EBay's auction price exceeded 20 thousand dollars, or about 150 thousand yuan. It is understood that there are only three biscuits in the single product package, that is to say, the value of one piece is nearly 50 thousand yuan.

For example, when the shoes are put on sale, as consumers, they will not consider the question of price performance at all, more about whether they can buy or even buy the threshold. They must register online and Yaohao. But this did not stop most people's enthusiasm, because the pair of shoes in the minds of consumers has surpassed that of a star idol.

Last year, JORDAN Tmall flagship store launched the new "AJ6 cherry powder sports shoes" drawing lots, and about 300000 Tmall users signed up to participate in the "Yaohao".

So, how does a brand help users find a sense of belonging? Li Chen NIC said this is going to go back to his old line. As with an entertainer, the brand should be a flesh and blood brand.

Entertainers need to help him set up their style, personality and talent from the beginning of selecting new people. Next, they are training, singing, dancing and line training. Then they are marketing, which can receive advertisements, programs, films and hot searches. Finally, there are a lot of things to do after debut. If there is a problem, crisis public relations will be needed to help him get more cooperation.

This is the same as building a brand: building brand, design style, finding the corresponding supply chain and marketing plan, and finally selling it online and offline.

As early as 2015, Li Chen NIC moved all products to online and opened Tmall's flagship store in NPC. NPC has maintained rapid growth over the past few years, relying on online user data operation and rich content presentation and marketing promotion under the line.

Li Chen NIC concluded that if you want to catch up with young people, brands need to do 3 things over and over again: cross boundary, integration and innovation, and tap the consumption power of young people, so that we can have the future.

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