In March 2018, the Tmall Black Box ushered in its own full-line upgrade on the occasion of its first birthday. As a brand marketing product of Tmall, Tmall’s black box used itself for a year as a synonym for new products. At the same time, it has also become an important front for brand new products.
Last year, Tmall upgraded its own SLOGAN to the “ideal life of Tmall,” and Liu Bo, the general manager of Tmall’s platform operations division, believes that Tmall is not only the main position of brand operation, but also the main position of brand innovation and upgrade. Commercial future drives and engines.
It is true that new products, as a symbol of brand vitality, tend to be the top priority of brand planning throughout the year, but even with a lot of manpower and material resources, the success rate of new products is still not optimistic. Especially in the context of consumption upgrades and new retail sales. , The new release form and the past have also undergone tremendous changes.
How to plant grass before new products are listed on the market? How to stand out in the mass of new products? How to make new products in a short period of time explosion models? It seems Tmall black box can tell you this answer.
New retail outlets from 0 to 1
Before the black box, Tmall also 'stepped on a lot of pits' for new product operations. In the words of Xiu Tao, Director of the Tmall Brand Marketing Center, 'Tmall is a popular platform, and there are so many new products on the shelves every day. If we don't have one It is hard to be recognized by the masses with the marketing products of memory points.
If we consider the black box as the IP of a new product marketing, after a year of polishing, its mysterious, cool interactive way and the sense of ritual to create a new product, subvert the original flat shelf sales.
On the Tmall platform, tens of thousands of new products are listed every day. 'The launch of new products is an important way for brands to maintain their vitality, and it is also an important means to capture new users.' For Tmall, providing quality products to consumers Goods and good experience are necessary elements of a quality platform. As a platform, we need to encourage brand innovation and help new products grow. However, the original black box service volume can no longer meet the needs of both brands and consumers. The black box is precipitated as a daily channel, and it is an urgent task to do layered operations for new products listed every day.
As a result, in 2018, the black box began to adopt individualized operation methods for different new products. Jiu Long, the head of Tmall’s black box operations, told the reporter of “The World Online Business” that “for single brands, there is a Super New Product Day, and We will specialize in super new product plans for the new products. We will do a full range of marketing and sales for the entire new product launch cycle. For multiple brands, we will have monthly new product awards at the end of each month, and the black box channel will be 365 days. New Product Marketing Position
'From past experience, new product performance in the first month of the month is particularly important, so we upgraded 'Super New Product Day' to 'Super New Product Program'. New product launches are integrated into the entire product life cycle to operate through a 30-day cycle. Make this new product a TOP single product.'
30-day explosion hatching
To make a new product a detonation in a short period of time, not only does the brand have to gain market insights in advance, but it also needs the full cooperation of marketing and sales channels.
The difficulty of new product marketing is that it needs to bring a brand new product that is not fully understood by consumers to the market, and it cannot be promoted at a low price. So Xiu Jun believes that content marketing will become an important approach, 'as a brand For platforms, it is necessary to persuade consumers to purchase new products at a relatively high price during this period. Contentization is a good way to grow grass and water, and the ideas and stories behind the products must be conveyed to consumers in various forms. '
Maybelline fitme liquid foundation entered the Chinese market for the first time. The black box developed a new NPI solution for '20 days warm-up + 1 day on-line outbreak + 29-day consignment period'. The goal was to create a new Top1 product for liquid foundation products. "First, we took inventory of the marketing and channel resources that we could mobilize, and then we allocated these resources according to different time points. For example, Maybelline and the black box co-customized a conference under the wire, and Weiwei Chen attended and announced it on the spot." Product endorsement, Lynx end is on the line of a h5 application of smart skin color. In addition to the inside and outside the station has also done a lot of content marketing attempts.
On the day of the March 19th launch, fitme liquid foundation sold more than 100,000 pieces, creating a record of new sales of Maybelline's products. In the renewal period, small black boxes also linked together for a special deal, and many traffic channels such as panic buying continued for the product. Energizing. According to the current progress, the fitme will become the first product of Tmall liquid foundation this month. What makes the black box and the brand more exciting is that through this series of operations, Tmall has become fitme. New product sales channel in the Chinese market. '
Big data for new releases
New product launches are ready to explode, which makes the brand side very surprised. For most foreign brands, they are often very awkward when entering the Chinese market. From the category of liquid foundation, most beauty brands do not Introduce all color numbers sexually, because the Chinese market will be considered immature and hard to digest all SKUs.
'But through Tmall's back-end data, we can actually find that the growth rate of sales of liquid foundation products is much higher than that of the industry market, which is more than twice the overall category of color cosmetics. Therefore, we believe that the permeability of this category is enough to undertake the full range of fitme. Products. Show Xiu told reporters, it is thanks to the evidence of big data, the brand has the confidence to fit the full 10 series of fitme once introduced to the Chinese market.
The success of new products depends largely on whether or not the brand's early research and development steps on the market trend. This is also an important basis for the selection of new black boxes. Through Tmall's back-office sales data, it is possible to gain insight into market trends.
'Eg Estée Lauder's recently launched new line of "vessel carving essence", it hit the words of the lift, compact and other words is in line with the consumer trend we see in the broader market, although its price is as high as 980 yuan a bottle, but On the day of the launch of the new product, 9500 bottles were sold. 'Showa said that products like these that meet market trends are considered to be valuable products to consumers and are also products that small black boxes will focus on.
However, between the industry and the industry, there is a different understanding of the concept of new products. Between the standard product and the non-standard product, the cycle of the new product is also significantly different. For a small black box, its requirement for new products is that you have to be good enough. The rest is left to the black box.
Therefore, in addition to the single product explosion, the black box is also creating a new monthly special prize. 'Every month, we will plan new product awards based on the most cutting-edge market trends at the moment. At the end of March, we will unite this! This is hip-hop. ” The introduction of hip-hop fashion new product awards. 'This new model of mass collection is more suitable for new products such as apparel and other non-standard products.
Of course, for the black box, besides helping the brand new, its own brand as a brand will also appear in the eyes of more people, let more consumers feel the charm of new products, and feel the constantly emerging vitality of the cat.
In March 2018, the Tmall Black Box ushered in its own full-line upgrade on the occasion of its first birthday. As a brand marketing product of Tmall, Tmall’s black box used itself for a year as a synonym for new products. At the same time, it has also become an important front for brand new products.
Last year, Tmall upgraded its own SLOGAN to the “ideal life of Tmall,” and Liu Bo, the general manager of Tmall’s platform operations division, believes that Tmall is not only the main position of brand operation, but also the main position of brand innovation and upgrade. Commercial future drives and engines.
It is true that new products, as a symbol of brand vitality, tend to be the top priority of brand planning throughout the year, but even with a lot of manpower and material resources, the success rate of new products is still not optimistic. Especially in the context of consumption upgrades and new retail sales. , The new release form and the past have also undergone tremendous changes.
How to plant grass before new products are listed on the market? How to stand out in the mass of new products? How to make new products in a short period of time explosion models? It seems Tmall black box can tell you this answer.
New retail outlets from 0 to 1
Before the black box, Tmall also 'stepped on a lot of pits' for new product operations. In the words of Xiu Tao, Director of the Tmall Brand Marketing Center, 'Tmall is a popular platform, and there are so many new products on the shelves every day. If we don't have one It is hard to be recognized by the masses with the marketing products of memory points.
If we consider the black box as the IP of a new product marketing, after a year of polishing, its mysterious, cool interactive manner and sense of ritual for creating new products subvert the original flat shelf sales.
On the Tmall platform, tens of thousands of new products are listed every day. 'The launch of new products is an important way for brands to maintain their vitality, and it is also an important means to capture new users.' For Tmall, providing quality products to consumers Goods and good experiences are necessary elements of a quality platform. As a platform, we need to encourage brand innovation and help new products grow. However, the original black box service volume can no longer meet the needs of both brands and consumers. The black box is precipitated as a daily channel, and it is an urgent task to do layered operations for new products listed every day.
As a result, in 2018, the black box began to adopt a personalized operation mode for different new products. Jiu Long, the head of Tmall’s black box operations, told the reporter of “The World Online Business” that 'for single brands, there is a Super New Product Day, and We will specialize in super new product plans, and we will do a full range of marketing and sales for the entire new product launch cycle. For multi-brands, there will be a monthly new product award at the end of each month, and the black box channel will be 365 days. New Product Marketing Position
'From past experience, new product performance in the first month of the month is particularly important, so we upgraded 'Super New Product Day' to 'Super New Product Program'. New product launches are integrated into the entire product life cycle to operate through a 30-day cycle. Make this new product a TOP single product.'
30-day explosion hatching
To make a new product a detonation in a short period of time, not only does the brand have to gain market insights in advance, but it also needs the full cooperation of marketing and sales channels.
The difficulty of new product marketing is that it needs to bring a brand new product that is not fully understood by consumers to the market, and it cannot be promoted at a low price. So Xiu Jun believes that content marketing will become an important approach, 'as a brand For platforms, it is necessary to persuade consumers to purchase new products at a relatively high price during this period. Contentization is a good way to grow grass and water, and the ideas and stories behind the products must be conveyed to consumers in various forms. '
Maybelline fitme liquid foundation entered the Chinese market for the first time. The black box developed a new NPI solution for '20 days warm-up + 1 day on-line outbreak + 29 days of consignment' with the goal of creating a new Top1 product for liquid foundation products. "First, we took inventory of their own marketing and channel resources that could be shaken, and then deployed these resources according to different time points. For example, Maybelline and Black Box jointly customized an offline conference. William Chen attended and announced on the spot Product endorsement, Lynx end is on the line of a h5 application of smart skin color. In addition to the inside and outside the station has also done a lot of content marketing efforts.
On the day of the March 19th launch, fitme liquid foundation sold more than 100,000 pieces, creating a record of new sales of Maybelline's products. In the renewal period, small black boxes also linked together for a special deal, and many traffic channels such as panic buying continued for the product. Energizing. According to the current progress, the fitme will become the first product of Tmall liquid foundation this month. What makes the black box and the brand more exciting is that through this series of operations, Tmall has become fitme. New product sales channel in the Chinese market. '
Big data for new releases
New product launches are ready to explode, which makes the brand side very surprised. For most foreign brands, they are often very awkward when entering the Chinese market. From the category of liquid foundation, most beauty brands do not Introduce all color numbers sexually, because the Chinese market will be considered immature and hard to digest all SKUs.
'But through Tmall's background data, we can actually find that the sales growth of liquid foundation products is much faster than the industry's total, which is more than twice the overall category of color cosmetics. Therefore, we believe that the penetration rate of this category is enough to undertake the full range of fitme's. Products. Show Xiu told reporters, it is due to the evidence of big data, the brand has the confidence to fit the full 10 series of fitme once introduced to the Chinese market.
The success of new products depends largely on whether or not the brand's early research and development steps on the market trend. This is also an important basis for the selection of new black boxes. Through Tmall's back-office sales data, it is possible to gain insight into market trends.
'Eg Estée Lauder's recently launched new line of "vessel carving essence", it hit the words of the lift, compact and other words is in line with the consumer trend we see in the broader market, although its price is as high as 980 yuan a bottle, but On the day of the launch of the new product, 9500 bottles were sold. 'Showa said that products like these that meet market trends are considered to be valuable products to consumers and are also products that small black boxes will focus on.
However, between the industry and the industry, there is a different understanding of the concept of new products. Between the standard product and the non-standard product, the cycle of the new product is also significantly different. For a small black box, its requirement for new products is that you have to be good enough. The rest is left to the black box.
Therefore, in addition to the single product explosion, the black box is also creating a new monthly special prize. 'Every month, we will plan new product awards based on the most cutting-edge market trends at the moment. At the end of March, we will unite this! This is hip-hop. ” The introduction of hip-hop fashion new product awards. 'This new model of mass collection is more suitable for new products such as apparel and other non-standard products.
Of course, for the black box, in addition to helping the brand new, its own brand as a brand will also appear in the eyes of more people, allowing more consumers to feel the charm of new products, and feel the eternal vitality of Tmall.
