"Buy tires, go to Tmall, buy online, install them in the store." Recently, Tmall Super Brand Day joined hands with the world's leading tire manufacturer, The German Horse Brand, to continue to deepen the consumer experience innovation under the new retail process, so that the majority of car owners can enjoy the convenient service of "online tire purchase and store installation". Swimming world champion Zhang Yufei and talk show champion Zhou Qimo cross-border partner jointly introduced, the german horse brand three major blockbuster products surprise debut, together to help the German horse brand open the online and offline integration of D2C new retail model.
The online and offline integrated D2C new retail model ensures the transaction performance experience of "online tire purchase and store installation"
Founded in 1871, The German horse brand is the world's third largest tire manufacturer and the largest supplier of auto parts in Europe. As an industry leader, The German horse brand has always maintained a driving force for innovation, and four years ago it became the first tire brand to participate in the Tmall Super Brand Day. Now, German horse brands have once again cooperated with Tmall Super Brand Day to create a one-stop convenient experience of "online tire purchase, store installation".
During the Super Brand Day activity, after the owner enters the official flagship store of the German horse brand tire, he uses the "tire selector" to select the car scene online, enter the model information, you can get the suitable tire recommendation with one click, place an order to install the store by default, the system recommends the nearby store and makes an appointment to install the time in the store, and when you encounter problems, you can also call the customer service for 24 hours to answer all the problems of the tire replacement with the tire.
As the industry benchmark for the automotive aftermarket to take the lead in opening the online and offline integrated marketing model, the German horse brand integrates online sales, dealer shipment and offline store service, links brand parties, channel dealers and retail stores through digital capabilities, improves efficiency in global precision marketing, store private domain operation, transaction performance, etc., and ultimately allows consumers to achieve a one-stop convenient experience of "online tire purchase, store installation".
The organic combination of emerging e-commerce channels and traditional distribution channels is a win-win situation for all parties, which not only solves the problem of conflict between new online e-commerce channels and offline channel value chains, but also strengthens the stickiness of brands and distributors and terminal stores, and upgrades from "single soldier operations" to ecological chain "group army operations".
The four highlights are the aipl crowd strategy to support the brand's global and full-link digital marketing
During the event, the German horse brand used the brand data bank to circle the brand potential customers and in the early stage of the online link, through multi-channel reach, transformed into a brand recognition crowd (A) and intended to buy the crowd (I), and then obtained a richer population label, and in the middle and late stage of the online link, the horse brand used brand rights and interests to stimulate, contributing to the purchase conversion of A-I people (P), through the Tmall Super Brand Day, the brand network exposure of 400 million +, brand population assets precipitation of nearly 4 million.
In the cooperation, Zhang Yufei, the swimming world champion, and Zhou Qimo, the champion of the talk show conference, cross-border partnered to display the ultimate service of "online buy, store loading" in the creative advertising film with full of sense of technology, and Zhou Qimo incarnated as the "Chief Experience Officer of the German Horse Brand" in the Tmall live broadcast room; a number of tens of millions of fans Douyin KOL group launched a big challenge with the tire problem and linked up to create momentum. At the same time, the German horse brand released the ace technology ContiSeal self-repair technology and ContiSilent silent technology and the new color tire three major products on Tmall; the offline "German horse brand handheld store" airborne in Shanghai in the form of a pop-up store, allowing consumers to experience the super service at close range. In addition, Tmall aggregates major social platforms to open large-scale traffic exposure inside and outside the station, multi-scene customization reaches the target population, and establishes a German horse brand communication matrix.
Under the joint action of the strong combination of champion stars, tens of millions of KOLs group momentum, three major blockbuster product appearances, and billion-level exposure accurate transformation of the "four highlights", the German Horse Brand Tmall Super Brand Day activity has achieved accurate user reach and effective drainage, completed the complete consumer link closed loop from dissemination to conversion, and formed a mental establishment of "buy tires, tmall, online purchase, and store loading" for the majority of consumers.
Tmall auto aftermarket, to help auto parts brands to build a brand ecological closed loop
Channel competition will become the past tense, and in the future digital era, it will usher in the competition of brand ecology. Brand mentality, consumer assets, channel distributors, terminal service stores and tripartite service providers constitute a brand-centered brand ecosystem closed loop.
In the automotive aftermarket industry, Tmall Flagship Store 2.0 supports brand franchise stores to access the official flagship store to undertake installation services and independent verification, helping brands establish a closed loop of brand ecology. For brands that have not laid out terminal stores, the 40,000 national installation service stores on the Tmall platform can also supplement the service supply to meet the complete car maintenance journey of car owners "buy online and install in store". Since the Tmall auto aftermarket began to build and install the service network in 2018, more than 95% of the service outlets in the country have been completed, all service stores have been strictly reviewed by Tmall, and a certain amount of service warranty is paid, more than 40,000 auto aftermarket industry stores have joined the Tmall service system to ensure that there is at least one service store within 3 kilometers of users, first of all, from the network density to ensure the user's service experience; secondly, Tmall auto aftermarket has a set of standard store service management rules , restrict the service behavior of offline stores and improve service experience.
Tmall auto aftermarket industry is also committed to creating consumers "one-click adaptation, worry-free car" service experience, based on the model adaptation big data, the integration of the platform massive quality goods, launched the automotive aftermarket one-stop model shopping guide service, so that car owners and users can have a professional adaptation of the shopping guide service, but also enjoy the transparent guarantee of online shopping. Up to now, the model shopping guide ability has covered 50,000 + mainstream models, and in 2022, the Tmall auto aftermarket industry will continue to bring more accurate car maintenance experience to car owners and users, open the hand tao, search for "car maintenance", you can experience "one-click adaptation, worry-free car maintenance".
Tmall Super Brand Day Introduction:
Tmall Super Brand Day is the largest brand joint marketing position on the Ali platform, uniting with the world's top brands, strengthening brand digital marketing capabilities through Tmall big data, initiating a communication event of product and effect integration, creating a "brand's own double 11", and achieving leapfrog growth in sales and brand power.
Since 2015, it has cooperated with more than 200 brands and more than 300 super products, and has become the biggest carnival day for brands and their own consumers.