Under the development of many years, new brands are emerging in an endless stream. The new generation of these consumer sectors are in different tracks, have different stages of development, have different positioning, and even focus on completely different customer groups.
And how to peel off the various appearances, point directly to the core, the real treasure of the new brand presented in front of the eyes of the majority of consumers, testing the real strength of a platform.
On January 22, the "Tmall Treasure New Brand", a business under the Alimama Merchant Marketing Center that specializes in new brand incubation, released the year-end inventory list, excavating the "pacesetter" brand that has truly sustainable growth ability after opening a store on Tmall for 3 years from multiple dimensions.
This is a constructive list that means the platform is starting to look at the "high-quality growth" capabilities of new brands.
In the past, many new brands have created high-speed growth, which also proves that a new generation of consumers is welcoming the rise of new consumer forces with open arms. However, in recent years, some new brands that have had high growth rates have begun to stagnate and even fall. While sighing, the industry has also begun to reflect on the past merits and faults, which is also the original intention of Tmall Treasure's new brand to release this list.
According to The Head of the New Brand of Tmall Treasure, Son Chao, in the past two years, investors and platforms have mostly focused on high-growth brands, but this is actually not in line with the trend of the future commercial battlefield.
"What we hope to be seen by the platform and the outside world is those brands that have continuous endurance, and the release of this list also shows that the perspective of the platform to see new brands has changed." Under the new perspective, Tmall hopes to help new brands analyze the problems behind the absolute value of growth from a more comprehensive perspective, and explore what factors constitute the absolute value of growth.
All along, Tmall is the preferred incubation soil for new brands, through Alimama to accelerate the panoramic operation of the help, will achieve the explosive growth of new brands again and again, in the era of high-quality growth, Alimama and Taoshi to the new brand can bring help, has long been not only a temporary GMV number, but in the "people, goods, field" and other aspects of continue to make all-round breakthroughs.
Su Yu, general manager of Alimama Business Marketing Center, said that in 2022, around the core appeal and methodology of "panoramic operation" based on the two-wheel drive of goods and consumers in Tao, Alimama Business Marketing Center will build channels around new products, explosive products, categories and localization at the front desk, and new brands and mature brands can realize the improvement of the commercial marketing matrix, marketing product capabilities and growth indicator system of panoramic operation, and accelerate business innovation through marketing innovation. While continuing to rely on the Tao system to help merchants consolidate the refined operation of the human goods yard, we will actively explore and innovate the incremental market, and help brand merchants achieve the digital goal of greatly improving the panoramic business unit modules such as goods, consumers, scenes, services, organizations, and supply chains in Alibaba.
Consistent with the shift from Alimama and Taoshi to a panoramic business perspective, the new brands have long since ceased to be satisfied with the scenery of the moment.
The tide of new brands has gone through several years, under the big waves, the first generation of new brands "grow up" are there, and there are countless disappeared. Precedent is set, and the new growing brands have long understood that the homework of "them" is no longer the scenery of winning a moment, and the journey of "them" should be the sea of stars.
Redefine the new brand's good metrics
A watershed moment in the development of new brands has emerged.
Sonchao observed that after 618 in 2021, a large number of new brands have encountered capital cold, which has affected the confidence of the new brand team in the future to a certain extent.
At the same time, after the enthusiasm of capital for new brands has faded, some new brands have begun to encounter growth problems.
An up-to-date survey validates the existence of this megatrend. According to an agency's follow-up survey of 46 new brands, it was found that only 17 of the 46 brands maintained their original growth momentum. Other brands are either stagnant and growing less rapidly, or they are slowly losing their growth rate or even falling.
"In the past, the growth of some new brands was done with the help of capital, so their GMV would rise very quickly, and once the budget for launch and other aspects fell, the growth of GMV of these new brands was relatively weak, and many deficiencies in the past would be exposed." Sonata said.
How to promote the new brand from high-speed growth to high-quality growth has become a difficult problem facing many businesses. Fortunately, the power to break the game has come into being.
"Tmall Treasure New Brand" in the back of the "Alimama Marketing Research Center" at the same time to release the new brand list, for the first time revealed the new brand's operation index system, the list of brands on this list is based on the new brand operation indicator system selection. The operation index system mainly includes three aspects: one is the research and development of brand goods, operational capabilities and richness; the second is the scale and efficiency of consumer operations; and the third is the transaction ability of marketing scenarios.
Over a three-year period, Tmall Treasure's new brand helps merchants determine whether a brand has the ability to grow sustainably through these three perspectives. At the same time, this set of indicators also helps brands quickly locate their shortcomings in the process of daily incubation of new brands and quickly make adjustment strategies.
Behind the release of the list and the operation index system, the platform hopes to help new brand merchants solve problems such as business direction and value judgment, provide specific indicator judgment standards for their actual trading, and improve brand operation efficiency and achieve growth.
In other words, tmall treasure new brand redefines the excellent indicators of new brands by changing the perspective of observation of new brands, helping new brands to move towards the next round of success.
Talking about the birth process of the operation index system, Sonchao said that the new brand of Tmall Treasure selected the new brand as a benchmark case and analyzed it, "mainly including the analysis of positive and negative directions." The positive analysis focuses on the brands that have maintained sustained growth over the past three years, exploring the reasons behind sustainable growth. The reverse analysis pays more attention to some brands that have weak successors, trying to explore what problems these brands have encountered in the process of growth. Through these dissections, we designed these 11 metrics to summarize the capabilities that a brand needs to be able to continue to operate globally. ”
The new brand has grown textbooks
To some extent, in the era of high-quality growth, the "operating index system" of the new brand is the "textbook" written by the new brand of Tmall Treasure to guide the sustainable growth of the new brand.
In the face of such a "textbook", new brands at different stages of development have found the page that suits them.
Founded in 2021, happy nocnoc is a cutting-edge national tide mother and baby brand focusing on creating a lifestyle for children aged 0-14, incubated by the group's all-infusion focusing on family parent-child consumption brands, and settled in Tmall in 2021, which is one of the brands on the list of new brands.
In the view of Cao Xuefei, head of the happy nocnoc brand, although the transaction volume of happy nocnoc on the whole platform has reached nearly 200 million, there are still deficiencies in consumer cognition, brand building and product research and development, and it is still in the development stage of 0 to 1.
For Happy Nocnoc, which is still in the brand stereotyping stage, the operating indicator system has benefited a lot. Cao Xuefei, head of happy nocnoc brand, said that for a new brand, the operation index system is the first new brand trading system that really opens up marketing and operation, helping new brands to drill the growth route in advance, "This kind of drill is very helpful for us to think about the future direction and decision-making of the brand, how to do in-depth understanding and splitting of the market and products." ”
She mentioned that the operational indicator system of the new treasure brand has brought significant help to happy nocnoc in consumer operations. "It not only helps us in data and product sales, but also teaches us how to understand and reach users, helps us explore the psychology of target users, analyzes their needs, and gives us a fuller understanding of 'how to seize the user's mind and accumulate more loyal users with purchasing power'." Cao Xuefei, head of the happy nocnoc brand, said.
On the basis of fully understanding the needs of users, the research and development of explosive products will naturally come to fruition. Cao Xuefei revealed that happy nocnoc will communicate very closely with the new tmall treasure brand every month, "We will plan the pallet in advance, and Tmall's friends will give rich information such as crowd portraits to help us develop and diagnose goods." ”
Unlike happy nocnoc, the high-end functional comfort underwear brand Su Muscle Good Products has passed the 0 to 1 brand start-up stage and entered a rapid expansion of 1-10, and the current task is to achieve a wider range of brand "out of the circle".
Before entering Tmall, Su Muscle Liangpin focused on research and development, and did not systematically carry out brand exposure, and with the help of the new brand of Tmall Treasure, Sumu Liangpin achieved remarkable results in scene marketing, successfully combining technical advantages with topics and scenes that resonate with users, greatly improving the brand voice and quickly earning public awareness of the brand.
According to Mai Qianqian, the founder of Su Muscle Liangpin, in the second half of 2021, Su Muscle Liangpin cooperated with Baozang New Brand to launch the brand's first TVC, with the theme of "We don't have to single choice", telling the story of 6 girls as the protagonists, and successfully caused a wide range of discussion through a topic of public interest, with more than 200 million people exposed, "After this cooperation, our number of users has been significantly improved and widely recognized." ”
Conquer the sea of stars together
Between the new brand and the platform, it is a two-way selection process. When talking about the reasons for choosing Tmall, in addition to the absolute advantages in the three aspects of "people, goods and fields", the relevant responsible persons of the new brand have talked about the word "initial heart".
In the eyes of the new brand, Tmall is not only the preferred incubation soil for a new brand, but also a like-minded partner.
Cao Xuefei, head of the happy nocnoc brand, said that from the beginning of its establishment, the founding team of happy nocnoc has set a brand vision to improve the happiness index of hundreds of millions of families. Through more than half a year of communication and cooperation with the new tmall treasure brand, she deeply found that as a brand, happy nocnoc is consistent with tmall's original intention.
"We all want to be able to present better things to accurate users, to truly meet their needs, to enhance their happiness in life." Cao Xuefei said that neither Happy Nocnoc nor Tmall simply defines the activities as performance indicators again and again, "We can feel that Tmall is helping us grow into a longer-term, healthier brand." ”
Mai Qianqian, the founder of Su Muscle Liangpin, also said that in the process of cooperation with the new brand of Tmall Treasure, Tmall and Su Muscle Liangpin are yearning for the same direction, that is, they hope to build the brand into a more vital and more weighty brand in the minds of consumers, "Our goal is the same, we all hope that the brand can become a national brand with stronger vitality, in this regard, we are almost a hit, so in the marketing plan of the operation together, we are designed around these points." ”
"Our intention is clear." Shengchao said bluntly that the original intention of the new brand of Tmall Treasure is to hope that more new brands can become national brands like Li Ning and Great White Rabbit, "The new brand is also a new force for domestic products, if they can pass the experience of time, if they can grow sustainably, they will have the opportunity to deeply penetrate into the hearts of the people." ”
The achievements of any national brand are not easy to come by, and it is clear that under the guidance of the big goal of becoming a national brand, the new brand needs to work together with Tmall.
For the future, the new brand is full of ambition. Mai Qianqian, founder of Sumu Liangpin, said that as a platform, Tmall has a good brand survival ecology and is the main position of well-deserved brand management, "Tmall can really help the brand become a 'real' brand, generate brand mentality in the minds of consumers, and truly become a brand that can bring irreplaceable value to consumers." ”
It is worth mentioning that on the basis of the past glory, the new brand of Tmall Treasure is determined to climb another peak and practice the mission of "accelerating the first position of the new brand operation of the Tao system". At the same time as releasing the list of new brands, Tmall Treasure New Brand also announced that it will lead 5,000 new brands, create a second growth curve, and iterate a high-quality growth model.
On the long road to the future together with the new brand, Tmall and treasure new brand teams will also further polish themselves.
If consumer brands also have a lifetime, the new brands that have sprung up like mushrooms are promising newborn children. From the first cry to the waiting to be fed, from babbling to talking, from stumbling to walking like a fly, "they" will spend the wonderful moments of their lives on Tmall.
For this group of newborns, Taoshi is a school, is the examination room, Tmall treasure new brand is a group of newborns on the road to grow a vital "famous teacher", Tmall treasure new brand of the original intention profoundly affects the future of this group of new brands, treasure new brand created blueprint, or will become the new ambition of this group of new brands in the future.