On March 21st, the Swedish fashion retail giant H&M and home brand H&M Home formally entered the Tmall flagship store. Under the support of Tmall Super Fan Day, this fast-fashioned veteran brand harvested in less than a day. More than 1 million fans, ranking first in the women's apparel industry sales.
At the end of last year, H&M announced for the first time that it would soon enter the Tmall. Compared to other Uniqlo who entered the Tmall since 2010, fast fashion brands such as forever21, Zara and TOPSHOP, H&M's arrival can be said to be highly anticipated. H&M This time, Wang Yuan, who is specially invited to TFboys, is the new generation of Chinese image spokesmen. It is enough to see the brand's emphasis on young consumers. Tmall's super fans are even more icing on the cake, bringing H&M Tmall flagship store opening events to more passions. Fashion consumers.
Layout of New Retail H&M and Tmall Super Fan Day for Online and Offline Integration
For H&M's official arrival at Tmall, Magnus Olsson, general manager of H&M Greater China, said at the opening ceremony that the arrival of Tmall is an important measure for H&M's new retail sales. The head of Tmall’s clothing division believes that H&M's presence can be Help Tmall new retail, and Tmall will also promote the integration of H&M online and offline.
In the ten years since its arrival in China, H&M has met with consumers on the Tmall platform for the first time, hoping to use the Tmall platform to reach more consumers in more than 140 cities across the country and reach out to H&M products. Fans finely operate products, as an important carrier of brand interaction with fans, to provide fans with one-stop solutions for touch, interaction and marketing.
In the past period of time, Tmall Superfans Day has made a lot of successful cases. In the first issue of Super Fan Day, Tmall took the theme of Super Collection, combined with LEGO, VANS, Barbie, Absolute Vodka four brands. Collaborate. In this interactive marketing campaign, all brand fans have achieved the highest annual fan growth in the day; LEGO single-day fans have grown to 13 times the average daily fan growth; Absolute vodka fans have grown to average fans on a single day. With a growth rate of 166 times, Barbie’s fan growth was 133 times the average daily fan growth.
As early as H&M's imminent arrival at Tmall, Tmall's Super Fans have already done online invitations for H&M potential consumers. After H&M settled in Tmall, users can experience brand interactive marketing activities for the first time. Through the mental touch, directly into brand fans.
According to Tmall platform data, during the Super Fan Day event, H&M’s fans increased by 1 million in increments. Other brands spent an average of 3-5 years, experienced various types of large and small activities, and reached today’s level. At the fan level, H&M completed a million-million fan increase with the help of Tmall Super fans once-daily event. This also made H&M rank first in the women's apparel industry.
Lynx Super Fan Day
In the eyes of most people, H&M has not chosen Tmall for ten years since its arrival in China. It is because of its established online platform hm.com and H&M App. In the context of the new retail era, even if most brands have already Completed the digital transformation, with the disappearance of the flow of the Internet era of the dividend, the major brands are still facing the difficulties of online users to slow down.
Especially when the brand fans have become the backbone of the major brands GMV, according to Tmall big data, the unit price of the fans of the industry's head brand is on average 20%-30% higher than the non-fan user's unit price.
Therefore, the fan's popularity in the brand, recognition, and interaction depth are significantly higher than other non-fan ordinary users. The establishment and stability of the fan community is an essential factor in establishing brand image and building product reputation.
Tmall's Super Fan Day just solved the pain points of the current dispersal of brand users and the high operating cost of fans. Based on the massive user consumption data backed by Ali, from the perspective of crowd operation, the fans of major brands were conducted through a series of online and offline activities. Refined operations, marketing tools and methodology for the brand's accurate marketing crowd.
This set of methodologies, namely, the use of online interest and access to accurate users in the early stages of the event, further bookings for offline activities, helping users to in-depth experience with the brand before the start of the event, and cooperating with Tmall and the brand for full media placement. The global warm-up was carried out before the start of the Super Fan Day. This set of methodologies has also been proven to be quite accurate and efficient in the past for multiple brand marketing cases.
Obviously, Tmall Super Fan Day is not only a marketing weapon for service brands and industries, but also definitely benefits consumers.
In all kinds of activities, Tmall and the brand will select the most popular items for the fans of the brand on the same day, give the best price range, and occasionally cooperate with the limited edition products of the brand to meet the needs of different fans.
From this point of view, in the new retail era, the relationship between brands and consumers has changed step by step, and the refined operation of fans has become a major breakthrough point for major brands seeking to grow in the future. Tmall’s super fans have become An important booster in the new retail industry. In the future, it will also create more novel ways of playing, reconstructing the relationship among consumers, brands and industry.
On March 21st, the Swedish fashion retail giant H&M and home brand H&M Home formally entered the Tmall flagship store. Under the support of Tmall Super Fan Day, this fast-fashioned veteran brand harvested in less than a day. More than 1 million fans, ranking first in the women's apparel industry sales.
At the end of last year, H&M announced for the first time that it would soon enter the Tmall. Compared to other Uniqlo who entered the Tmall since 2010, fast fashion brands such as Forever21, Zara and TOPSHOP, H&M's arrival is regarded as highly anticipated. H&M This time, Wang Yuan, who is specially invited to TFboys, is the representative of the new generation of Chinese people. It is enough to see the importance of the brand to the young consumer groups. The Lynx fans are even more icing on the cake, bringing the H&M Tmall flagship store opening event to more passions. Fashion consumers.
Layout of New Retail H&M and Tmall Super Fan Day for Online and Offline Integration
For H&M's official arrival at Tmall, Magnus Olsson, general manager of H&M Greater China, said at the opening ceremony that the arrival of Tmall is an important measure for H&M's new retail sales. The head of Tmall’s clothing division believes that H&M's presence can be Help Tmall new retail, and Tmall will also promote the integration of H&M online and offline.
In the ten years since its arrival in China, H&M has met with consumers on the Tmall platform for the first time, hoping to use the Tmall platform to reach more consumers in more than 140 cities across the country and reach out to H&M products. Fans finely operate products, as an important carrier of brand interaction with fans, to provide fans with one-stop solutions for touch, interaction and marketing.
In the past period of time, Tmall Superfans Day has made many successful cases. In the first phase of the Super Fan Day event, Tmall took the theme of Super Collections, combined with LEGO, VANS, Barbie, and Absolute Vodka. Collaborate. In this interactive marketing campaign, all brand fans have achieved the highest annual fan growth in the day; LEGO single-day fans have grown to 13 times the average daily fan growth; Absolute vodka fans have grown to average fans on a single day. With a growth rate of 166 times, Barbie’s fan growth was 133 times the average daily fan growth.
As early as H&M's imminent arrival in Tmall, Tmall Super Fans have already done online invitation activities for H&M potential consumers. After H&M settles in Tmall, users can experience brand interactive marketing activities for the first time. Through the mental touch, directly into brand fans.
According to Tmall platform data, during the Super Fan Day event, H&M’s fans increased by 1 million in increments. Other brands spent an average of 3-5 years, experienced various types of large and small activities, and reached today’s level. At the fan level, H&M completed a million-million fan increase with the help of Tmall Super fans once-daily event. This also made H&M rank first in the women's wear industry.
Lynx Super Fan Day
In the eyes of most people, H&M has not chosen Tmall for ten years since its arrival in China. It is because of its established online platform hm.com and H&M App. In the context of the new retail era, even if most brands have Completed the digital transformation, with the disappearance of the flow of the Internet era of the dividend, the major brands are still facing the difficulties of online users to slow down.
Especially when the brand fans have become the backbone of the major brands GMV, according to Tmall big data, the unit price of the fans of the industry's head brand is on average 20%-30% higher than the non-fan user's unit price.
Therefore, the fan's popularity in the brand, recognition, and interaction depth are significantly higher than other non-fan ordinary users. The establishment and stability of the fan community is an essential factor in establishing brand image and building product reputation.
Tmall's Super Fan Day just solved the pain points of the current dispersal of brand users and high fan operating costs. Based on the massive user consumption data behind Ali's grasp, from the perspective of crowd operation, the fans of major brands were conducted through a series of online and offline activities. Refined operations, marketing tools and methodology for the brand's accurate marketing crowd.
This set of methodologies, namely, the use of online interest and access to accurate users in the early stages of the event, further bookings for offline activities, helping users to in-depth experience with the brand before the start of the event, and cooperating with Tmall and the brand for full media placement. The global warm-up was carried out before the start of the Super Fan Day. This set of methodologies has also been proven to be quite accurate and efficient in the past for multiple brand marketing cases.
Obviously, Tmall Super Fan Day is not only a marketing weapon for service brands and industries, but also definitely benefits consumers.
In all kinds of activities, Tmall and the brand will select the most popular items for the fans of the brand on the same day, give the best price range, and occasionally cooperate with the limited edition products of the brand to meet the needs of different fans.
From this point of view, in the new retail era, the relationship between brands and consumers has changed step by step, and the refined operation of fans has become a major breakthrough point for major brands seeking to grow in the future. Tmall’s super fans have become An important booster in the new retail industry. In the future, it will also create more novel ways of playing, reconstructing the relationship among consumers, brands and industry.
