Why Do So Many Big Cards Favor Tmall?

"There are only two brands in the world, one is already in Tmall, and the other is on the way to Tmall."

Tmall has become the "magnet" of global brands.

The group's May 18th earnings report shows that as of March 2017, Forbes has the most valuable value in the world.

Among the top 100, nearly 80% of the consumer brands have entered Tmall.

Why are so many big cards popular for Tmall?

You can't see the cold winter on Tmall.

The winter of luxury is far from over.

Since 2015, news reports such as closing stores and declining performance have been heard.

Due to poor performance, LV closed nearly 20% of its stores in the Chinese market. Patek Philippe, Boucheron and even the flagship store of Giorgio Armani, which has been in nearly 10 years, quietly left Shanghai.

You know, this was once a strategic height for luxury goods to grab first.

A strong contrast with the brand is the attitude towards the electricity supplier: they changed their past high and cold attitude and began to embrace the electricity supplier voluntarily, and Tmall became the preferred partner of many luxury brands.

In the first quarter of 2017, LVMH group's tigers, Swatch group's Tissot, Armani's Armani Jeans and other brands entered Tmall in succession.

Prior to this, Tmall has ushered in Burberry, Calvin Klein, LA MER, La Mer and other luxury goods.

Wu Yue, President of LVMH group Greater China, did not hide its admiration for Tmall platform when Guerlain entered. "Today, Tmall represents China, reflecting China's progress and China's development, attracting Chinese fashion crowd, so luxury fashion brands will enter Tmall's position."

Li Dakang, President of the US luxury brand Michael Kors Asia Pacific, said in a media interview at its 5th anniversary celebration in Greater China that "any luxury brand hopes that China's electricity supplier will account for 10% to 20% of the total sales of the electricity supplier, but it will not be able to get around the Tmall of Ali.

The change of Tmall's attitude towards luxury goods group is ultimately due to tremendous changes in consumer behavior and consumption habits.

According to Liu Xiuyun, general manager of Tmall clothing, the main appeal of luxury goods to Tmall is how to understand young consumers better.

Tmall has huge data resources, and the brand can directly face new consumers.

Luca solca, a luxury analyst at Bank of Paris, said luxury brands in China need a strong third party platform to support them if they want to enter the field of Internet sales. Tmall is a professional player in this field.

Messi led the department store.

Overseas retail brands borrow Tmall to enter China

Tmall is also the first time many overseas retail brands have tried their way to China.

According to the world clothing shoes and hats net, in May 11th, three flagship companies, including Messi, Kors and Nord, announced the first quarter of the new fiscal year. The revenue growth of three department stores dropped by at least 5 percentage points, while the net profit of Messi department stores was 38% to 71 million dollars.

The electricity supplier channel has become the life-saving straw for all the major enterprises in the United States, and Messi's department store is no exception.

In August 2015, Messi and Alibaba reached an exclusive strategic partnership and entered the Tmall international platform in the same year in double 11.

A year later, in 2016, double 11, Messi department store in 5 minutes to break through 2015 double 11 all day to make the turnover.

Closely followed by the "black Friday" promotion, Messi department store has won the position of Tmall international sales TOP3.

Tmall is bringing new vitality to the 159 year old American "old man".

Coincidentally, more and more international businessmen choose to enter China through cross-border electricity providers.

Coincidentally, the global supermarket which once challenged WAL-MART has chosen to try the Chinese market through Tmall international.

In October 2014, the US supermarket giant Costco first entered the Chinese market through Tmall international. After three years, the legendary ALDI of the German supermarket also entered Tmall international.

Tmall international general manager, Owen said: "overseas brands exploring the Chinese market need to go through a series of links such as entry, competition and landing. A series of tools such as payment, logistics and big data under the Alibaba ecosystem can help overseas businesses rapidly develop business in the Chinese market.

Today, Tmall international is becoming the "test ground" of the global retail giants in the Chinese market.

It's not just brand marketing positions.

Tmall's brand value has already exceeded sales volume.

For online consumers, the high-end and expensive technology products seem to exist in a natural way of rejecting thousands of people. All this has been changed by Tmall.

In 2014, "technology control" Dai Sen was settled in Tmall. After that, annual growth is over 500%. Marketing is the secret of achieving this figure.

In the view of Andy Li, director of digital marketing and business director of Dyson, Tmall double 11 is a huge marketing holiday every year, and Dai Sen is more willing to see it as an opportunity to enhance brand awareness and popularity.

On 2016, on the same day of double 11, Dai Sen's global CEO connection data screen, chatting on the products and technology of Dai Sen, after he finished the hours, the four product sales increased significantly.

In the end, the third time sales of double 11 Dawson increased by 200%.

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The 105 year old Oreo has been trying to cooperate with Tmall to turn all kinds of "whimsy" into reality and attract young people to pay for it.

In May 16th, a black technology product that could "eat and listen to songs" was put on the Oreo music box online, Tmall super brand day, and Tmall limited exclusive launch.

Just put a Oreo cracker into the retro special music box, then the needle and the white indicator light will light up. The biscuit will be turned into a black album, starting to circle and play music.

Take the biscuit hidden in music and put it back, and the "incomplete" Oreo is switched to another song.

Oreo music box product line five hours, full store sales exceeded last year's super product day.

The Oreo music box was even more popular with the waiting consumers, who sold tens of thousands of boxes on the line in 9 hours.

"At the beginning, it was just a brand marketing action, but it was combined with Tmall's data operation and made two consumer contacts, but it had a good pformation and sales."

Dong Xin, director of the China electricity industry group, said.

Why are global brands absorbed by Tmall?

From fashion clothes to technology giants, from luxury bags to top luxury cars, Tmall's fans have already spread all over the world.

For brands, Tmall can provide them with the most desirable value from multiple perspectives:

First, the huge young consumers.

Alibaba's 2017 Quarter Fiscal Year fourth quarter report shows that the annual active buyers of China's retail platform have increased rapidly to 454 million, with mobile monthly active users reaching 507 million.

Up to one hundred thousand of the APASS membership and the mass high-end consumer group are also the guarantee for the brand to reach consumers and win the market.

Two, pay + logistics + big data, eco empowerment brand.

A series of tools such as payment, logistics and big data under the Alibaba ecosystem can help overseas businesses rapidly develop business in the Chinese market.

The difference between Tmall and other electricity supplier channels is that Tmall precipitates massive consumers and purchases data.

For new brands to enter, Tmall can more accurately match the brand's target consumer groups, tap potential consumer groups, and even feed these needs into product manufacturing and planning links, affecting production and sales.

In addition, based on the strong technology and innovation capability of Ali, Tmall can provide industry-leading value-added technology and services for businesses at the same time.

As of March 2017, artificial intelligence technology can handle millions of Tmall consumer queries in real time everyday.

Three, the main position of brand marketing.

Brand not only needs sales volume, but also needs to maintain long-term and unified tonality.

And Tmall, as the global brand self main position, provides platforms and innovative marketing tools to enable the brand to display its brand tonality and reach its target audience directly.

According to the insiders, there are only two brands in the world, one is already in Tmall, and the other is on the way to Tmall.

More interesting reports, please pay attention to the world clothing shoes and hats net.