On May 27th, Tmall released the "618 official new product list".
From the 30 million new products launched in the first half of the year
the preferred ones form the authoritative list, providing consumers
with the most direct shopping guide for Tmall 618.
"Fashion" has become the key word for this heavyweight list - in the list of fashion items,
the fashion category has reached nearly 30 models, not only the most proportion,
but also the brand lineup is extremely strong.
Among the beauty products, there are 18,000 SK-II black technology spot blotters listed on the market, Li Jiaqi's perfect diary small diamond lip balm, TOM FORD's flawless light shadow air cushion liquid foundation, all of which are popular new products
The selected items are all one of the best, and by receiving the vouchers of different time periods
and superimposing the full reduction, consumers can also get different degrees of discounts,
from 600 to 300 or even half price, the fashion category offers unprecedented strength.
From encouraging consumers to “sell the price/performance ratio” to today’s “selling new products”, behind the Tmall new product strategy has been upgraded.
On January 7 this year, Tmall released its new product strategy in 2019, proposing the “Double Hundred Plan”,investing 10 billion scale resources, providing traffic exposure, supply chain innovation,
new product development, cross-border cooperation and other services for brand new products.
The goal is to incubate 100 single items and break new products. On April 17, the mobile phone Taobao home Tmall entrance is directly upgraded to Tmall new products.
The special attention to the new products has also enabled the fashion brands of new fast
and new products to gain more opportunities in Tmall. Beauty care is the fastest growing category of Tmall in recent years.
The new product is the biggest growth opportunity for fashion beauty brands, and even allows some
emerging brands to quickly enter the fast-growing road.
Under the incubation of Tmall, more and more new products quickly became explosions,
and the brand became a star brand in one fell swoop.
Taking the perfect diary of the dark horse of the double 11 last year as an example,
this new Chinese brand that had just “electric shock” in the previous year,
after analyzing the data of Tmall, found that the makeup and eye shadow categories have the potential to break out.
So, driven by the Tmall operations team, the perfect diary success and the British Museum reached a cross-border,
exclusive sale of the 16-color eyeshadow in the Tmall double 11 pre-sale,
the first line of the line detonated the consumption power, pre-sale is robbed 100,000, the perfect diary has also successfully squeezed into the double 11 "100 million yuan club."
Last year, the Rio flower dew cocktail and the old dry mother sweater were screened.
The back of the scene is also Tmall. This year,
Tmall turned the white rabbit into a net red. It and the scent library jointly sold the perfume for 10 minutes and sold more than 14,000. Pieces.
New domestic goods are like this, as are luxury brands.
In the past year, Marni, a high-end designer brand from Italy,
has received tens of millions of page views and nearly 100,000 follow-ups at the Luxury Pavilion
of Tmall luxury platform. The brand awareness has increased by 30 times
and the number of interested people has increased. 3 times;
in February this year, Stuart Weitzman, a high-end footwear brand, launched the Yang Power Limited Collaboration Series,
which was launched simultaneously on the Tmall platform.
In just 3 days, it attracted more than 100,000 fans to follow the store. Yang Mi’s handbags and a pair of sandals became the brand. New explosions in spring and summer.
As a platform with massive user data and crowd portraits, Alibaba has a better advantage in new product incubation.
From C2M reverse customization, precision data-driven advanced customization,
AR test makeup, AI intelligence, full-link sample, and IP customization,
all become tools to help brands incubate new products and make explosions.
Since 2018, Tmall has established a dedicated brand of new brands and a network red brand incubation team
to provide targeted operations and support for small and medium-sized brands,
including the new brand entrepreneurship competition held in conjunction with OIB.CHINA in 2018.
Native potential seeds.
This is why more and more brands choose to continue to launch new products in Tmall.
Nowadays, the Chinese market has become the biggest driving force for the brand's global growth,
and Tmall has become the largest platform for the birth of new products worldwide.
OBJ Price at posting:
1.6¢ Sentiment: Buy Disclosure: Held
(20min delay)