“Hello, your courier.†If you want to select the most familiar phrase in your daily life, this is probably one of the options. Last year, on the 11th day of the double, Tmall has handed in a transcript of 120.7 billion transactions. Behind the huge number, in essence, is the change of lifestyle. The rise of e-commerce has also affected and changed the development process of offline businesses and the concept of consumption of millions of people. Recently, Tmall announced the launch of its new starting position concept, the Tmall Small Black Box, which has once again attracted the attention of the industry.
In the era of e-commerce, consumers can upgrade and seize the opportunity to stand on the high ground of marketing. In recent years, with the increase of income levels and the development of e-commerce era, the upgrading of consumption structure has become a hot word. The facts are indeed true. Consumers with sufficient funds in their hands show a trend of personalization. Consumers are no longer pursuing cost-effectiveness, but want to be able to buy genuine new products that are more scarce and of higher value. A simple example is that before consumers buy shoes for functionality and quality, the pursuit of cost-effective, and now consumers buy shoes look at the style, color, the pursuit of limited, unique, and even choose to buy because of the pursuit of stars, this is the change of consumer trends Trend.
Of course, with the increase in consumer demand for product quality is the shopping process is also more cautious, and more demanding to be able to fully understand the attributes and characteristics of goods before shopping, which requires a professional fixed column or position, to provide enough detail for consumers Fresh new product content consultation.
On the other hand, in the era of underdeveloped e-commerce, it is often necessary to go abroad to purchase foreign high-end branded goods. Today, it is only necessary to complete the purchase online, and the cost of consumption is greatly reduced. In the face of more excellent consumer channels, the consumer groups seeking to avoid disadvantages will naturally vote with their feet. According to the data, only 2014 Chinese consumers bought 46% of global luxury goods, cross-border e-commerce and shopping. The potential is evident.
For enterprises, the period of large-scale new product launches is often the time when companies have the strongest marketing needs and the largest investment. It is also a crucial stage for the company. Can it accurately locate the consumer groups in the first time? Focus on detonating new products and brand influence, can we focus on promotion and sales force? These are the keys to the game. What determines all this is how companies can grab opportunities when new products are available, leaving consumers with the best first impressions and nurturing potential buying needs and good reputation in the future. .
It is not difficult to see that consumers and companies have a strong dual demand for new product marketing, which provides an objective environment for the birth of Tmall's black box.
Tmall's strength, the key role of empowering businesses and brands Interestingly, Tmall also launched the Super Brand Day concept two years ago, and collaborated with a number of genuine brands. From the results of its cooperation, we may be able to see Tmall's In the business brand marketing an important role in marketing. For example, on the day of the Haier Tmall Superbrand Day event, Tmall customized the concept of private field, maximizing Haier’s exposure, and Tmall PC and mobile have become Haier's home court, and the Haier’s belt is only 5 minutes away. With an amazing sales volume of over 10 million, and even surpassing the turnover of Haier in the first 5 minutes of last year's 6.18 campaign, Tmall's energy for the brand's concentrated marketing campaign is evident.
In fact, compared to the Tmall Super Brand Day, the same important and further Tmall black box more prominently utilizes Tmall's following capabilities: First, it is good at integrating vast amounts of online and offline resources, and can include its own stations. All the resources including outreach promotion, media, and marketing are linked and integrated with the resources on the offline line of the merchant brand line, which brings mass traffic to the brand, which in turn lays the foundation for the follow-up promotion sales.
Second, Tmall, which has been immersed in brand e-commerce business for many years, is good at formulating marketing strategies to meet the needs of the brand and target consumer groups. For example, through Alibaba's large consumer data accumulated over the years, it constructs user portraits and accurately targets brand target consumer groups. Then spread the coverage.
Thirdly, as the largest B2C e-commerce platform in China, Tmall, which brings together a large number of brands and user groups, has more powerful marketing tools that focus on exploding brand influence in a short period of time. The cooperation with Haier mentioned above is the best example. However, cooperation with the brand also needs to display multiple series of multiple products. Today, the small black box is able to concentrate all the marketing energy on new products. The results will have more room for imagination.
It is not difficult to see that the above-mentioned ability possessed by Tmall is in perfect agreement with the strong demand for promotion and dissemination at the beginning of the new products. Based on this, it is self-evident that what the Tmall Black Box will bring to the company.
It is worth mentioning that Tmall had already tried its best at launching the concept of “Tmall Black Boxâ€. Instead of marketing it as a new product, Tmall packed the Tmall black box into a technology news. It pointed out that it not only brought together cutting-edge technologies such as big data precision measurement and artificial intelligence, but also specifically mentioned that China Academy of Launch Vehicle Technology provided technical support for Tmall's black box. This not only evoked the curiosity and interest of “black science and technology†and “feelings†of the aesthetic fatigued consumer groups, but also left a trace of delusional space – what high-tech hardware products will Ali launch? Such a marketing strategy that has opened the brain hole has successfully not only successfully hacked the microblogging social platform, but also reaffirmed Tmall's outstanding marketing planning capabilities.
One-stop solution for new products In fact, the above-mentioned marketing copy of Tmall's black box is not misleading the consumer groups. The cutting-edge technologies including big data, artificial intelligence and so on are real and they are essentially small cats. The black box is a new display interaction method tailored for brand new products. It integrates a variety of content shopping methods, including graphic and text recommendation, short video, and grass value. Through visual and interactive innovation, it creates a new customization. New sense of ritual buying/selling experience.
As mentioned above, for consumers, there are often many doubts before buying brand new products, such as how the functions are, how good the details are, how to update, etc. The past ordinary merchandise display methods cannot fully answer the consumer's doubts. . Therefore, Tmall’s black box comprehensively models indicators such as new purchases and collections by integrating information integrity, in-depth graphic recommendations, short videos of more physical details and features, and Ali-based big data. A variety of shopping guide methods, such as assisting users in judging whether new products are popular or not, have solved consumer pain points.
For enterprises, entering the Tmall Black Box means that Tmall's massive resources support will be available for the launch of new products, including advertising coverage for Tmall's millions of users, accurate consumption guided by big data technology, and new product explosions. The cycle is greatly shortened, and more importantly, Tmall will also assist the brand in completing the overall solution for the whole cycle, and formulate corresponding strategies for different marketing requirements after the new products are listed. For example, during the R&D phase, Tmall helps companies develop products that meet consumer needs; in the new phase, Tmall can integrate all resources to infuse new product influence and accelerate new products to become explosion models; in the later stages, Tmall can also help develop promotional programs. , Through big promotion to help product sales to a new height.
The link opened up and the promised land of milk and honey flowed. In fact, the launch of Tmall's black box meant that Tmall sublimated from a purely satisfying consumer buying demand to a better platform to lead consumption upgrades. In the future, Tmall will integrate Ali's resources to help companies achieve brand sales integration. Among them, especially the Tmall to help corporate brands from the new R & D to landing, research, trial distribution, to the outbreak of the listing, and even interact with consumers to link the entire link as a bright spot.
With such a full-link packaging service, Tmall's black box will be presented on different links including cats, hands, and offsite Weibo, Youku, etc., enabling users of different brands to be able to Enjoy new products and can also push brands to those potential new user groups. It can even be said that when consumers see the Tmall black box, they can realize that they have high-value new products that meet their needs. This is actually a change from the brand-oriented corporate product promotion to user-oriented, covering the target group more extensive and accurate, the user's consumer trends to grasp and training is also more mature, is undoubtedly a new gospel for corporate new product marketing.
At present, more and more international big names have chosen Tmall as the new starting position. In March 2017 alone, Leica, Glory, ADM, Pizza Hut and other brands launched new products at Tmall, and more than 10 million new products were accumulated. Started in Tmall. This once again confirms Tmall's strong momentum in promoting new word-of-mouth and sales. Tmall is undoubtedly becoming the global new starting point, and Tmall's black box is also building a new promised land.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
Of course, with the increase in consumer demand for product quality is the shopping process is also more cautious, and more demanding to be able to fully understand the attributes and characteristics of goods before shopping, which requires a professional fixed column or position, to provide enough detail for consumers Fresh new product content consultation.
On the other hand, in the era of underdeveloped e-commerce, it is often necessary to go abroad to purchase foreign high-end branded goods. Today, it is only necessary to complete the purchase online, and the cost of consumption is greatly reduced. In the face of more excellent consumer channels, the consumer groups seeking to avoid disadvantages will naturally vote with their feet. According to the data, only 2014 Chinese consumers bought 46% of global luxury goods, cross-border e-commerce and shopping. The potential is evident.
For enterprises, the period of large-scale new product launches is often the time when companies have the strongest marketing needs and the largest investment. It is also a crucial stage for the company. Can it accurately locate the consumer groups in the first time? Focus on detonating new products and brand influence, can we focus on promotion and sales force? These are the keys to the game. What determines all this is how companies can grab opportunities when new products are available, leaving consumers with the best first impressions and nurturing potential buying needs and good reputation in the future. .
It is not difficult to see that consumers and companies have a strong dual demand for new product marketing, which provides an objective environment for the birth of Tmall's black box.
Tmall's strength, the key role of empowering businesses and brands Interestingly, Tmall also launched the Super Brand Day concept two years ago, and collaborated with a number of genuine brands. From the results of its cooperation, we may be able to see Tmall's In the business brand marketing an important role in marketing. For example, on the day of the Haier Tmall Superbrand Day event, Tmall customized the concept of private field, maximizing Haier’s exposure, and Tmall PC and mobile have become Haier's home court, and the Haier’s belt is only 5 minutes away. With an amazing sales volume of over 10 million, and even surpassing the turnover of Haier in the first 5 minutes of last year's 6.18 campaign, Tmall's energy for the brand's concentrated marketing campaign is evident.
In fact, compared to the Tmall Super Brand Day, the same important and further Tmall black box more prominently utilizes Tmall's following capabilities: First, it is good at integrating vast amounts of online and offline resources, and can include its own stations. All the resources including outreach promotion, media, and marketing are linked and integrated with the resources on the offline line of the merchant brand line, which brings mass traffic to the brand, which in turn lays the foundation for the follow-up promotion sales.
Second, Tmall, which has been immersed in brand e-commerce business for many years, is good at formulating marketing strategies to meet the needs of the brand and target consumer groups. For example, through Alibaba's large consumer data accumulated over the years, it constructs user portraits and accurately targets brand target consumer groups. Then spread the coverage.
Thirdly, as the largest B2C e-commerce platform in China, Tmall, which brings together a large number of brands and user groups, has more powerful marketing tools that focus on exploding brand influence in a short period of time. The cooperation with Haier mentioned above is the best example. However, cooperation with the brand also needs to display multiple series of multiple products. Today, the small black box is able to concentrate all the marketing energy on new products. The results will have more room for imagination.
It is not difficult to see that the above-mentioned ability possessed by Tmall is in perfect agreement with the strong demand for promotion and dissemination at the beginning of the new products. Based on this, it is self-evident that what the Tmall Black Box will bring to the company.
It is worth mentioning that Tmall had already tried its best at launching the concept of “Tmall Black Boxâ€. Instead of marketing it as a new product, Tmall packed the Tmall black box into a technology news. It pointed out that it not only brought together cutting-edge technologies such as big data precision measurement and artificial intelligence, but also specifically mentioned that China Academy of Launch Vehicle Technology provided technical support for Tmall's black box. This not only evoked the curiosity and interest of “black science and technology†and “feelings†of the aesthetic fatigued consumer groups, but also left a trace of delusional space – what high-tech hardware products will Ali launch? Such a marketing strategy that has opened the brain hole has successfully not only successfully hacked the microblogging social platform, but also reaffirmed Tmall's outstanding marketing planning capabilities.
As mentioned above, for consumers, there are often many doubts before buying brand new products, such as how the functions are, how good the details are, how to update, etc. The past ordinary merchandise display methods cannot fully answer the consumer's doubts. . Therefore, Tmall’s black box comprehensively models indicators such as new purchases and collections by integrating information integrity, in-depth graphic recommendations, short videos of more physical details and features, and Ali-based big data. A variety of shopping guide methods, such as assisting users in judging whether new products are popular or not, have solved consumer pain points.
For enterprises, entering the Tmall Black Box means that Tmall's massive resources support will be available for the launch of new products, including advertising coverage for Tmall's millions of users, accurate consumption guided by big data technology, and new product explosions. The cycle is greatly shortened, and more importantly, Tmall will also assist the brand in completing the overall solution for the whole cycle, and formulate corresponding strategies for different marketing requirements after the new products are listed. For example, during the R&D phase, Tmall helps companies develop products that meet consumer needs; in the new phase, Tmall can integrate all resources to infuse new product influence and accelerate new products to become explosion models; in the later stages, Tmall can also help develop promotional programs. , Through big promotion to help product sales to a new height.
With such a full-link packaging service, Tmall's black box will be presented on different links including cats, hands, and offsite Weibo, Youku, etc., enabling users of different brands to be able to Enjoy new products and can also push brands to those potential new user groups. It can even be said that when consumers see the Tmall black box, they can realize that they have high-value new products that meet their needs. This is actually a change from the brand-oriented corporate product promotion to user-oriented, covering the target group more extensive and accurate, the user's consumer trends to grasp and training is also more mature, is undoubtedly a new gospel for corporate new product marketing.
At present, more and more international big names have chosen Tmall as the new starting position. In March 2017 alone, Leica, Glory, ADM, Pizza Hut and other brands launched new products at Tmall, and more than 10 million new products were accumulated. Started in Tmall. This once again confirms Tmall's strong momentum in promoting new word-of-mouth and sales. Tmall is undoubtedly becoming the global new starting point, and Tmall's black box is also building a new promised land.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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