/ Daily News/August 31, 2022 Guangzhou -- "All new products in the future deserve to be made digitally, and Tmall has the ability to do so." On August 29, at the "Tmall New Product Strategy Upgrade" conference, Lu You, general manager of Tmall new product shopping guide business, said that TMIC, U-first, small black box and good goods four major businesses will be comprehensively upgraded and opened up, to realize the full-link digital capability from new product incubation, sample distribution trial, new hit and formation of stable daily sales, which is the hard strength under the surface of Tmall.
In the past cases, the cooperation between new product innovation and Tmall can shorten the research and development cycle by more than half, increase the hit rate of explosive models by 75 times, and drive the organizational upgrading of enterprises to achieve cost reduction and efficiency improvement. Finally, the industrial digital brain is established, and the industrial depth is advanced. Combined with the vertical operation characteristics of each industry, the transformation from "transaction to consumption, from flow to retention" is explored, and the consumption Internet is advanced to the industrial Internet.
hit the pain point of the industry and improve the hit rate of new products
< P > "In the first half of this year, the market is very uncertain, but new products are still the main way to promote the growth of the brand and obtain new customers", said Twilight Shan, general manager of the Marketing Department of Tmall, "New products are not only the key to keep the brand sustainable management and profits, It also increases the vitality of the platform." On June 18 this year, new products accounted for more than 30 percent of the market. In addition, during the period of birth of more than 100 million pieces and 23 million million pieces, 20% of the contribution from new products, a very impressive performance.
New products are the anchor point for the brand to find the next growth point and expand the opportunity market. But the "big bet" on new product research and development, there are huge uncertainties, "launch immediately hit" the beautiful vision, often met the "launch is squib" bitter failure, the poor start means that the investment in the past two or three years has been wasted. In view of this pain point, the upgraded "digital new" capability of Tmall is to enhance the certainty of new product research and development and improve the hit rate of popular models.
What is the "digital new" capability of Tmall?
Generally speaking, it is the 9 links and 28 scenes of new products "from R&D incubation to new hit". Tmall has launched two sets of business background, "TMIC New Product R&D digital system" and "T-STAGE New Product Marketing digital system".
For different needs, such as "trend insight", "raw material research and development", "market positioning", "product design", "pre-market measurement", "post-market evaluation", "new product grass outbreak", "user precipitation", "brand diagnosis"...... Tmall has clearly visible data product support. At the same time, each new product innovation cooperation can have the corresponding population precipitation, sustainable operation, so that the new product hit more certainty.
Previously, Tmall's digital operation of new products was scattered in TMIC(new product research and development), small black box (new product release), Uxian (sample distribution trial) and other businesses. Many brands have cooperated with them effectively.
Through TMIC cooperation, Quaker, a subsidiary of Pepsi Group, positioned its new product on the track of "health-black food" through trend insight, combined Chinese health ingredients with western cereal, and created the concept and selling point of the new product with 400 consumers, and finally hatched the "Five black" cereal. The new products hit the market immediately. On Nov 11, the sales volume of the stores was over 30%, and the new customers accounted for 67%. Brand also continues the Chinese style of health this idea has launched the "five red", "five white" and other new products, have become the double 11 explosive single product, but also the brand new tool.
After several successful attempts, Quaker deepened the depth of innovation cooperation with Tmall. Another new product, Breakfast McGoate Crisp, was not only co-created by TMIC, but also released in the small black box. In addition, during the 618 period, through the sample planting grass, the new product got through the full link of Tmall's new product incubation.
From incubation to establishment of industrial brain
Tmall's "digital new" can be roughly divided into two stages: incubation before listing and explosion after listing. In the pre-launch stage of new product development and incubation, TMIC Tmall New Product Innovation Center is mainly responsible.
As the world's largest digital new product research and development platform, TMIC's two major businesses, "Innovation Factory" and "dark horse Factory", have established cooperation with 70,000 brand merchants. In the last fiscal year, 150,000 smart models have been tested, and over 4,000 new products have been deeply researched and developed, among which the burst rate (millions of sales during the new product period) has increased by 75 times.
This year, TMIC will also deepen the industry. Through TLAB, it will cooperate with Evonik, Vijenie, Fenmeiyi, Dezhixin, IFF and other global raw material giants to integrate the supply chain in the aspects of composition, fabric, design, etc., so that the raw material side can understand the consumption trend, and the brand side can grasp the latest raw material information, so as to establish the industrial digital brain and go deeper into the industry.At the conference site, Tmall established TLAB industrial innovation laboratory, and cooperated strategically with 9 authoritative institutions and raw material suppliers. Li Binhong, Director of National Textile Product Development Center, Wu Yufang, Vice President of Regional Development of Evonk Greater China, Mou Xiaoyan, Vice President of Tetra Pak Greater China, Yao Wenzhong, Vice President of Northeast Asia of Dezhixin Daily Chemical Flavor and Cosmetics Raw Materials, Xu Kan, Vice President of FinMeiyi China Daily Chemical Flavor, Wang Jinghong, Commercial Director of IFF Greater China, Ma Li, General manager of WGSN China, and COLORO Dong Chief Minister Hu Song, CEO and founder Lin Zisen participated in the launch ceremony.
On August 10th, TMIC, together with perfume aromatherapy raw material supplier, released the first industrial knowledge map: Olfactory culture map, which was first applied by perfume brand Zumarong. It combined with the crowd defined by the map to accurately touch, and the interaction rate increased by 200% compared with ordinary days.
In addition, in the upstream phase of research and development, trend prediction stage, TMIC is also a step further, the new TWTA Tmall forward-looking trend insight alliance. By combining Pantone, COLORO, a color trend forecasting agency, and Taobao consumption trend, the color of the year is released. In order to promote the production end, TWTA gave textile fabric color codes and urged the Fabric Alliance to prepare materials for the brand in advance. In addition, also with the international fashion authority WGSN joint release 22 autumn and winter new trends, for the next quarter of fast reverse production to provide a trend reference.
digital new, let the new product hit more certainty
How to hit the new product after the launch? U first, small black boxes and good goods as the main force.
Tmall U is the largest sample distribution trial platform in the whole network, with a wealth of KOC and KOL users. It can distribute sample distribution, feedback trial reports and evaluation short videos to precise groups, and distribute inside and outside the site. At the same time, it can obtain new customers, convert them into members, and enlarge word-of mouth effect. Sumida, a new coffee brand, focused on the layout of the U-first channel during last year's Double 11. All 500,000 samples were sold out, with a year-on-year growth of 787%, and more than 250,000 new fans. During the Double 11, the repurchase transaction exceeded 15 million.
In the future, Uxian will expand from its original focus on the field of fast moving consumer goods to the apparel and consumer electronics industries, upgrade to a full category of new product distribution sample trial platform, providing one-stop solutions for new customer operation, new product research and trial and evaluation.
As the first platform for new products release on the whole network, 93% of new products here can achieve sales of more than 10 million within the release period. L 'Real's hyaluronic acid shampoo is just like this. Through cooperation with small black box, it has seized the high diving track of scalp maintenance. The sales volume of the new product release has exceeded 10 million, and the brand new customers account for up to 70%.
The small black box channel has been the main front of the new product consumer vanguard crowd of the whole network. After content modification, it is not only an encyclopedia guide for new product consumption, but also the first curated digital new product release platform of the whole network, Heyspace, providing extreme new product experience. When the new product of Guanxia was launched on Tmall, it adopted this form to provide consumers with an immersive online shopping experience. In the future, we will make the launch of new products accurately reach the target users (TA crowd) through the in-depth operation of the circle group.
Good goods will also be based on graphics, comprehensive short video, so that the new product through the content of the grass, the formation of a long tail explosive. At the same time, there is a good goods "good goods Guide" column, but also for the first time open to business theme, selection and content co-construction.
Content upgrade, make grass conversion more efficient
After the launch of the new product, Tmall will also improve the "content" grass planting ability. Often have business ask: new grass in Amoy department how to do? What about content conversion capability? Can data products get through?
Tmall will put forward content-based solutions to let more content fields penetrate each other. For example, the new product information encyclopedia in the small black box can transmit cutting-edge new product release information to users through graphics and short videos. It will also launch several interactive capabilities, such as queuing, viewing shows and watching conferences, to prepare for new products. U will also strengthen the new product trial content evaluation and planting grass.
In addition, Tmall will also integrate Taobao live streaming, shopping, have good content resources, so that the new product grass conversion rate is higher. For example, Little Black Box and Taobao Live Broadcast co-built the IP "New Day on Live Broadcast", participated in the new product of brand 3CE, and reached millions of transactions in the brand self-broadcast room. The new fans in the live broadcast room increased 252%+ month-on-month.
Taobao Tmall is no longer a simple e-commerce platform. From the 1.0 stage of "online store opening", it has evolved to the 2.0 stage of "new product release", and now it has advanced to the 3.0 stage of "new product innovation" DTC platform.
This year, Taobao Tmall also released the core strategy of "from transaction to consumption", which in the final analysis is to extend from the transaction itself to the influence of consumer decisions and user experience, to serve the 1 billion consumers of Taobao, and to accumulate this huge "traffic" into the "reserve" that the brand can operate. Each new digital link of Tmall has the ability to reach the target group and precipitation into the sustainable operation of brand private assets, from traffic to retention, which is an ability that other platforms do not have, and is also the hard strength of Tmall under the surface.
< /p>Industry experts said that Taobao Tmall is becoming a digital innovation platform for many enterprises, so that new products incubate this "blind test" that used to rely on the experience of old masters and designer inspiration, to demand insight, trend prediction, product positioning of each step, there are data products support evidence, and then after the listing of the plant, sample trial, The whole process of release and sales can accurately reach the target population, so that every investment in new product research and development and marketing can be seen. At the same time, it goes deep into the industry, feeds the upstream supply chain according to the consumption trend insight, reduces ineffective innovation, and becomes the digital brain of industrial upgrading.
