'Domestic products as self-improvement', the country's largest e-commerce platform, Lynx Mall under Alibaba is using its own unique new retail model, including digital home appliances, including domestic products become the first choice of the user's mind.
Incubator
Internationally renowned research institute GfK released the latest "China Electronic Appliance Industry Report 2017" recently. In 2017, China's home appliance and consumer electronics market surpassed 2 trillion for the first time, and Lynx became the leading digital appliance line Growth of the first platform.GfK data show that in 2017 Lynx digital home appliances sales growth of 42%, the growth rate online first, Lynx small household appliances online sales accounted for 53% of the total line, stable small appliances First retail platform.
GfK Some of the more interesting figures in this report show that in 2017, dishwashers, sweeping machines, leafless fans, mini washing machines, empty cleaners, embedded micro-steaming, projectors, surface TVs, soymilk machines, hifi rice cooker 10 new species become the fastest growing Tmall home appliances 10 new categories.At the same time, these consumer upgrades in the new category, the domestic market share of domestic brands are also higher than the international brand, a 'new domestic' typical representative.
This reporter has learned that most of the above 10 new species are based on the Tmall big data-driven platform, hatched a new category. Simply put, Lynx is based on its platform for user evaluation, search and other data analysis results will be Users like the product type, design concepts and other information fed back to the brand, the brand can go to the production of targeted goods.
To the United States and Haier washing machine dishwasher, for example: the United States dishwasher has not opened the domestic situation over the years, found in the adoption of Lynx big data analysis of Chinese dishes cleaning, drying, storage, intelligent become Lynx users frequently Mentioned in the evaluation terms, accordingly, the United States designed the Chinese bowl nets, enhanced drying, storage dishwasher, in one fell swoop cracked over the years 'acclimatized' issue, a star in the consumer upgrade upgrade. Cat big data found that users in the cleaning of curtains, home four sets of large items such as the existence of pain points, there is a big gap in the washing machine market.Haier in the industry 's first to eat crabs take the lead in the introduction of 10kg high capacity + frequency + roller configuration The washing machine, in one fell swoop won the market opportunities.
Tmall Meiya Group President Yin Well
'Lynx big data is becoming the' new manufacturing information appliance manufacturing industry, 'Tmall Meiya Group president Yin Wei said that what the company produced so that users have the final say, so that the original free development of goods into a From efficient cultivation to detailed operation, and the formation of the final maturity, this is what we see the 'new domestic products'.
Unlike e-commerce, Tmall is a self-owned brand that retails itself as a retailer to directly understand the consumers behind the brand and gain insight into consumer preferences and changes. In contrast, Tmall is more suitable for incubating new products. The brand can use the data on Lynx to do consumer research, design products, pricing, and then to reach them, forming a sustainable virtuous cycle.And self-employed electricity supplier in sales mode, it is impossible to purchase a large number of There is no market test of new products, which is mainly the purchase of mature brands to sell the brand, not with the brand in-depth combination.
Today, the brand's appeal for Lynx has entered the third phase, the first phase of the online sales of the main battlefield, the second phase of the online operation of the main battlefield, to the third phase of the brand hatch new main battlefield. Cat more than 500 million active users, through big data to help brand insight new opportunities, optimize the goods, precision, shorten the development and marketing cycle, but also further drive sales growth.
Benefiting from the drive of 'new domestic products', in the year of 2017, the domestic product brands of these five major categories of air conditioners, mobile phones, flat-panel TVs, kitchen appliances and refrigerators accounted for more than 50% of the total sales in Lynx, with the dominant domestic brands Among them, millet mobile phones, Haier refrigerators, Haier washing machines, Gree air-conditioners, Hisense TV, Midea rice cookers, Midea fans, Asus notebooks, side too hood, the United States of the water heater to become the 2017 annual sales champion of various categories.
To the sea
Lynx's new retail gameplay is not limited to the domestic market. After the domestic market has been stabilized, Lynx also helps domestic brands to set up new channels by sea. This is another move of 'new domestic products'.
On June 12, 2017, Lynx launched the Lynx Ocean Shipping Project, a project dominated by Lynx that utilizes 2 billion commodities from Alibaba's e-commerce segment and relies on transactions, payments, logistics, marketing, data, technology, etc. It is reported that Lynx this time the sea is the vision: Alibaba gradually e-commerce model successfully copied and landed in Southeast Asia, India and the global market, to serve the world's two billion consumers, so that They can receive parcels anywhere within 72 hours and empower global sources for 10 million SMEs in the country.
It is reported that Cobos sweeping robots in the sea project by a large number of German purchases, millet phone in South Korea was snapped up in Samsung headquarters ... ... New domestic goods with good-looking, easy to use, inexpensive and other features, 2017, millet, Huawei, the United States , Haier, Xinjiang, Asus, Glory, Hikvision, Cobos, and Mito phones became the most popular Top 10 overseas brands in Lynx overseas markets in 2017. Japan, the United States and South Korea became the TOP3 country.
Next, Lynx will also get through Hong Kong, Taiwan's sea Amoy, because through big data analysis, domestic brands are very much welcomed by the three places.
'2018 is the year of the new retail boom.' In the view of Yingjing, all participants, such as brands and platforms, are thinking of healthier new retail models that are user-focused and work together to solve online and offline pain points. New retail must be online and offline get through, in the future goal of Lynx, to achieve a larger brand digital.
India Wells revealed that Lynx will continue to promote the new retail in 2018, the joint brand set up new product innovation center and the IOT team to incubate new products, so that domestic products are more intelligent, personalized and customized.At the same time Lynx will launch online 'Chinese tradesman' Plan, combined with Suning, RT-Mart and other offline scenarios, help the full rise of domestic goods. Let 'Lynx, buy domestic products' become the first choice for consumers worldwide.