"Guochao Era" Produced By Tmall Guochao: An Upgrade Of Content Marketing

In recent years, tmall has been making great efforts in the field of Guochao. With a series of marketing aids, such as cross-border co branding and culture going out to sea, Guochao culture is rising rapidly, and the brand value of domestic products is ushering in a period of "gold".

In July 2020, tmall Guochao launched its first documentary "Guochao era", in which KOLs from all circles in China were gathered to tell cultural concepts and trend stories. The circle culture stories were used to show the cultural diversity of Guochao, and lead consumers to appreciate the diversified performance of Chinese brands, which opened up a new opportunity for value dissemination of China's Guochao culture.

Upgrade platform content marketing to create the first file Circle interpretation National tide Cultural documentary

From "tmall China day" in 2018 to the "new national product plan" in 2019 and the "new national product plan 2020" in 2020, tmall global tide is helping to promote the innovation of Chinese brands with more distinct goals, and promote the overall breakthrough of domestic brands with the rise of Guochao culture, and become the breakthrough position of Guochao culture.

Before that, tmall Guochao has made many cross-border products with hot topics. For example, in 2018, under the guidance of tmall global trend, Liushen x Ruiao launched Liushen flower water flavor cocktail, Zhou Heiya x Yu Ni Fang created small spicy kiss lipstick, and Laoganma x opening ceremony went online to Laoganma sanitary clothes; in May 2019, tmall Guochao and Chinese liquor head brand "organized a group" to go to Europe for a strong expedition to Vinexpo Bordeaux international wine and Spirits Exhibition, In October, "dongxie Xidu" project jointly launched cross-border new shoes and shoes with 9 leading Chinese brands; in 2020, tmall Guochao united with tmall Medical Center innovated Guochao design with "Shanhaijing" cultural IP, enabling instant products launched by brands, and so on. The cross-border marketing of nAODONG has made domestic products cross-border. Taipingniao, Li Ning, mark Huafei, MI fan and other fashion brands have also successfully realized the cultural sea going for Chinese brands. Topical hot spot goods and events help brands gain a lot of attention. However, in a longer time dimension, brands need to constantly strengthen the output of cultural content to precipitate their brand image and stabilize the user impression and value influence of domestic brands in the consumption circle.

this Tmall Guochao launched the first circle interpretation of the national tide culture documentary "Guochao era", which is the signal of the platform's efforts in the content plate. Through the upgrading of content marketing, we can further consolidate the brand influence, increase the output channel of brand culture, and enlarge the influence of brand culture on the audience. The documentary "Guochao era" created by tmall Guochao uses small circle stories to interpret and radiate a large range of young circles. It enables users to upgrade their emotional recognition of Guochao culture to emotional precipitation, so as to capture consumers' minds for the brand and win more resonance and favor.

Record circle culture story, culture collision and fusion accelerate brand value precipitation

The key factor for a brand to break the circle and grow into a fashion brand is to upgrade the brand's attributes by integrating the trend culture.

Under the lens of "national tide era" of tmall national tide, users can see the collision and integration of national tide and new agency concept, and the understanding and personality expression of different groups behind the diversified national tide culture.

The integration and innovation of the old and the new constitutes a diversified and prosperous national tide era. The 7th issue of "national tide era" is "play beauty inheritance", which gradually unfolds the sparks between Chinese elements and world culture for consumers. In the cultural collision, it shows the different people's understanding and aesthetics of national culture.

Beijing embroidery culture inheritor, Guochao fashion designer and Guofeng dancer, three female creators of different ages and different fields are the epitome of Chinese young craftsmen. They are based on the needs of local culture, stand on a higher dimension to discover, recognize and develop, and even have the aesthetic ingenuity to maintain the vitality of traditional Chinese crafts, and open up a new way of life for young groups.

In 2019, the sales of tide game industry in tmall will reach 2 billion, an increase of 56% compared with that in 2018. The huge increase let the market see the strong potential of this niche category. In the third issue of Guochao era, "little fun against the big world", The tide of tmall On the three topics of "childhood memories", "dimensional conflict" and "healing the city" with Chaozhou collectors in three places Conduct in-depth dialogue to show the common choices of different young people in the face of pressure life: to Fun against the big world.

Combined with brand culture characteristics , the trend of tmall Snacks and fun Young people Spritual Sanctuary and supply This mind, with the popularity of the topic of play, led to the emergence of snack brands, It's changing large world Tmall global is a consumer Retrieve life Little sure To help them fight the big world with fun.

Tmall Guochao records the organic combination of China's fashion circle culture and Chinese commercial brands with "Guochao era", which can realize the concrete cultural concept output and brand value precipitation for the brand, accelerate the young consumers' perception of Guochao culture, and let the domestic brands quickly approach the young groups and become a new lifestyle recognized and used by consumers.

Tmall global trend leads the trend in China

Based on culture and culture, and with brand & commodity as the carrier, tmall's Guochao era conveys the life concept of Guochao to the new generation of Chinese consumers and the voice of contemporary Chinese trend.

From the form of marketing to the content of marketing, the innovative playing methods launched by tmall Guochao at different competition points have created a brand origin from 0 to 1 and a value cultivation from 1 to infinity for domestic brands. In the initial stage, we will create a single point of popular goods to drive the consumer groups to understand the brand, and in the medium term, we will rely on the cultural elements and design level to comprehensively enhance the emotional added value of the brand. In the content carriers of brand value such as "Guochao era", we will significantly highlight the value points of brand differentiation, and guide the brand to touch the audience with diversified demands and minority cultural preferences, Make the domestic brand stand out and become the new favorite of China's new consumption era.

From a strategic perspective, in recent years, tmall global trend is leading Guochao culture and Chinese domestic brands to a new track, exploring more business paths and boundaries, and seizing the discourse power of consumer market for more Chinese brands. More domestic brands should follow the trend and join in, taking advantage of the new round of consumption outlet in the Chinese market, and usher in a historic outbreak together with tmall global trend in the rapidly changing consumer market.

The national tide era produced by tmall Guochao is the confirmation of the rise of Chinese trend culture. The small and beautiful Guochao culture has gradually swept the whole industry chain. With the large-scale increase of middle-class consumer groups, Chinese consumer brands are ushering in a period of great explosion. Unlimited possibilities and business opportunities are emerging in this market. It is believed that tmall will continue to upgrade its brand in the future and provide more value for China's brand.