As one of the world's largest digital economies, with the acceleration of digital upgrading iterations, domestic luxury e-commerce platforms are continuing to undergo industry reshuffle. We have observed that many luxury brands are increasingly focused on high-quality traffic, more emphasis on value conversion, and cooperation with head platforms has become the first choice, and full-link digital marketing has been deployed hand in hand.
On April 18, 2022, LVMH brand Bvlgari entered the Tmall luxury market. Since 2015 with Tmall, LVMH Group's five divisions, including wine spirits, fashion leather goods, perfumes and cosmetics, watches and jewelry and select retail, have all registered in Tmall Luxury. In the past few years, by building a consumer-centric full-link digital operation ecosystem, Tmall has grown into one of the main fronts for the digital transformation of luxury products in China.
In the "2021 Online New Product Consumption Trend Report" released by Tmall, it is pointed out that Chinese consumers are in the stage of pursuing personalization, high-end, branding and quality, and consumers' pursuit of personalization and branding has brought about a new product outbreak. From price sensitivity to value-focused change, new products have become the best entrance to break through the psychological expectations of high-net-worth users. Continuing to make efforts to develop new products may become the key for luxury brands to sharpen their brand image, revitalize marketing assets, efficiently break through the situation and transform, and reshape the "new" value of digital consumption.
As early as 2017, Tmall Little Black Box took the lead in seizing the new product marketing track as the official new product launch platform of Taobao Tmall. By 2021, Tmall's new product releases have exceeded 200 million. Nowadays, when the HandTao APP is opened, "Tmall New Products" still firmly occupies the first position in the Homepage King Kong Area. The data confirms that the success rate of Tmall small black box new product incubation is 60%, and the new product is a hit on the line. Around the "new products" vertical digging, Tmall small black box and Tmall luxury products hand in hand, for the domestic luxury digital transformation to open up a broader space for cooperation. Perhaps from the "new chinese feature play" created by Tmall Small Black Box, we can spy the breakthrough ideas of digital marketing of luxury brands.
The pan-traffic dividend peaked, and after the big wave of sand and sand, marginal users gradually left the market, and new product marketing favored the precipitation of high-quality user assets. The 2021 Online New Product Consumption Trend Report shows that the new generation of consumers spend more than 40% of new products online, they are active in social media and keen to share, jointly build a circle of interest, and constantly pay for their favorite goods in exchange for more social currency.
More and more luxury brands also focus their marketing on the circle of users, from brand settlement to strengthen the linkage, luxury brands are stepping up to compete for the traffic assets of domestic head e-commerce, and strive to achieve efficient reach - accurate planting - rapid grass pulling, shorten the consumer decision-making link. Whoever can take the lead in leveraging the users in the core circle of the platform is equivalent to grabbing the brand digital drive accelerator.
In fact, the Tmall small black box that deeply cultivates the new product track has precipitated 180 million "new users" after 5 years, and the world's three major luxury giants have joined hands with Tmall small black box, which is precisely the leading operation ability of the platform and the huge high-net-worth user resources.
In the era of consumer sovereignty, brands pay more attention to achieving emotional links with consumers, not only providing more valuable product experiences and services, but also including the lifestyle advocated by the brand, as well as the emotional attitudes transmitted and other additional attributes. The high recognition of consumers has achieved the "two-way rush" with the brand.
In January 2021, AT THE "China New Product Consumption Festival" held by Tmall Little Black Box, GUCCI exhibited the annual new GG Denim series, the American artist Ken Scott Flower Cooperation Series, beloved Darling Select Series Handbags, etc. THE OFFICIAL FLAGSHIP STORE of GUCCI simultaneously launched the exclusive GUCCI Garden online virtual exhibition, users can immerse themselves in surreal scenes through the mobile phone screen, and feel the "extreme complexity" of both fashion and fantasy. Some shoe bags can also be tried on 360° online. Tmall Small Black Box upgrades the consumer interactive experience while helping the brand highlight cultural and aesthetic values.
The "BVLGARI Official Flagship Store" was grandly opened on the Tmall luxury platform, and together with the Tmall small black box to bring consumers the favorite Bulgari watches and accessories, presenting the upcoming 520, and innovating the new model of online experiential retail. Thanks to the Tmall small black box "goods to find people" mechanism, Bulgari can borrow the name of "new products" to talk with the knowledgeable "chasing new users" for the first time, in addition, users can also independently mark new products of interest. In the new stage, brands can quickly complete the accumulation of target consumer groups.
Driven by consumption upgrades and the new product economy, luxury brands are trying to promote a new round of digital consumption upgrades through "new product power". Actively integrating into the open and inclusive Internet ecology, luxury brands are increasingly aware of leveraging the platform "four or two thousand pounds" to ripple in the red sea of traffic.
How to lead consumers to continuously discover new trends and enter new scenes, Tmall small black box hatched HeyDrop sharp goods lottery, HeyLive live broadcast, festival collection on the new and other gameplay, for luxury brands to bring a full-link listing marketing solution, successfully help them find the key engine to stir up traffic, again and again to create a replicable "explosive new product" miracle.
In 2021, Tmall Little Black Box will open as the only opening cooperation platform for VALENTINO beauty lines in the world. The first wave of big V fairy box beauty bag world premiere limited to 2,000 copies, through the HeyDrop top goods lottery global debut, 1 day to attract 20,000 people to participate, for the new store quickly accumulated the first wave of users.
From "chasing new products" to "rushing top goods", the "HeyDrop sharp goods lottery" play pioneered by Tmall Small Black Box fully understands the interactive mode of new product sales, and the "queuing lottery" game when the offline sharp goods are sold is reproduced online, so that every consumer can get a fair lottery opportunity online to avoid "scalper" turmoil, in addition, users can also get more lottery opportunities by sharing friend help, store registration members, etc., to improve the probability of winning, and the brand thus achieves outward fission and breaks the circle. Radiate more potential consumers to participate in this social party, capturing a large number of new players in the core circle.
If the explosion of the "HeyDrop sharp goods lottery" gameplay is a successful attempt by Tmall Small Black Box to use the circle layer and interest to pry "chasing new users", then the addition of live broadcast form is a "loudspeaker weapon" to help brands bring goods out of the circle.
On August 4, 2021, Tmall Small Black Box × Chopard Chopard "Live On the New Day", Chopard Brand Ambassador Yang Zi parachuted into the Tmall Small Black Box HeyLive Live Broadcast Room, unveiled Chopard Chopard Qixi Tmall exclusive limited edition works, and tasted the brilliant charm of high-end watches and jewelry with the brand president. At the same time, the rich content of interactive games, blogger interviews, gift lottery and other live broadcast content creates an immersive interactive live broadcast experience, and under the "assist" of Tmall's small black box HeyLive, Chopard Chopard's single live broadcast volume and transaction volume have achieved a double breakthrough.
As an important channel for brands to directly face the voice of users, Tmall Small Black Box HeyLive Live has formed a characteristic live broadcast with goods model of "live broadcast scene construction + vertical KOL anchor cooperation + in-depth content planning". The brand deeply binds the Tmall small black box, takes the new product release event as the traffic entry point, integrates the front-end resources through live broadcast columns such as "Taste new Monday" and "Live on the New Day", and cooperates with celebrities, anchors, and vertical KOLs to bring professional, in-depth and high-quality live broadcast content, ignite the consumer carnival atmosphere, and help the brand broaden the digital interactive experience upgrade service.
In recent years, the localization of some luxury brands has led to consumer acceptance incompetence, festival marketing overturning is not uncommon, how to better understand Chinese consumers, more adapt to the domestic digital marketing environment, has become a compulsory course before the brand plays the battle song.
Since The Richemont Group brand Cartier entered tmall luxury products, it has repeatedly joined hands with Tmall Small Black Box to complete the debut of new products in key festivals. With the help of Alibaba's global marketing, Cartier joined hands with platform innovation linkage to create a number of digital marketing benchmarking cases and trigger the attention of the whole network. During the Tanabata period in 2021, Tmall Little Black Box launched the Cartier Trinity Mini series in the world, breaking the record of new brand debuts and achieving good sales results. At the same time, Tmall Small Black Box brought Cartier brand friends Li Xian, He Chaolian, Dou Xiao and Zhang Xiaofei to speak out for love at the Qixi Festival, and launched a new special gift voice blessing card, and the innovative online courtesy form was widely praised.
520 is approaching, and major luxury brands are about to fall into a new round of hot war between word of mouth and sales. The Tmall small black box will be "520 love expression" as the theme of brand linkage, the blockbuster launch of the Bulgari Serpenti Forever series of pink cross-body bags, the release of Tmall exclusive BVLGARI BVLGARI series bracelets, Bulgari Serpenti Forever series of black small cross-body bags and other items, will also provide users with 520 limited courtesy, in advance of the outbreak of the festival. In addition, the Bulgari Tmall flagship store also continues the consistent pre-sales and after-sales experience of Tmall luxury products, and provides consumers with a number of special services such as exclusive engraving services for watches, special gift packaging, voice or heart customized greeting cards, etc., to further strengthen brand favorability and loyalty.
Since 2020, fashion brands and designers have tried digital transformation, cross-border games, 3D fashion, virtual models, online fashion weeks, etc. have been testing the waters, and sustainable virtual fashion has entered a period of rapid development. The interaction of sustainable virtual fashion with the real world may profoundly change the lifestyle of fashion and is also crucial for luxury brands to drive digital transformation.
Tmall Little Black Box has pioneered the digital second floor interactive experience, adding a new channel for digital interactive experience for "chasing new users". It is reported that the cooperation between Tmall Small Black Box and Bulgari has launched a number of limited new products and exclusive models at the same time, and introduced an innovative flagship store model on the basis of the second floor of the digital. Different from the traditional Tmall official flagship store, the more simple stylized interface design integrates bulgari's consistent artistic style, and consumers can also encounter pure Italian style in the bulgari tmall flagship store. In addition, consumers can also enter the "digital second floor" through the Tmall small black box channel, which can not only experience the new products in a 360-degree way but also discover hidden exclusive benefits, further attract users to understand the story behind each work, provide users with a more immersive consumer experience, inject public domain resource traffic into luxury brands, and further shorten the return visit path.
Pietro Beccari, CEO of Dior, has said that AR and virtual fitting are priorities, "which has proven to be a valuable asset, but only makes sense to us when it is connected to a real product, not just a virtual product." "For consumers, the addition of Tmall Small Black Box Digital Second Floor Interaction will lead the trend of a more futuristic digital shopping experience and open up greater value space for brands."
In the post-epidemic era, the change in consumption habits will completely subvert the luxury retail situation that was previously dominated by offline. Tmall Small Black Box joins hands with the brand to open a new situation in the changing situation, providing more possibilities for the digital new product marketing iteration of the domestic luxury industry.
After years of cooperation and trials, the "new feature play method in Chinese style" created by Tmall Small Black Box leverages the advantages of the Tao system platform, integrates global resources, and works with the brand in the crowd, scene, content, traffic, and experience to help the value conversion of new products from sales to explosion. At the same time, in order to provide a richer consumer experience, Tmall Small Black Box deeply connects luxury brands and "chasing new users" through interactive, scenario-based and immersive new gameplay combinations, reducing the communication barriers between consumers and luxury brands. The birth of countless phenomenon-level explosive cases satisfies the infinite ideal of "chasing new people" for the future new life, innovates consumer cognition at the same time, and injects more fresh blood into the brand. The recognition of countless consumers has also allowed brands to smell the direction and opportunity of digital marketing upgrades.
With the opening of the cooperation with the LVMH Group represented by Bulgari, the three giants of global luxury products, including Richemont Group and Kering Group, have chosen to hold hands with Tmall Small Black Box as the first new product marketing cooperation platform when opening, marking that Tmall Small Black Box has become the best engine for the first new luxury products in the world.
The digital economy reveals the direction of future economic development, and the consumption of new products will still release great potential. To welcome the trend of new products, it is imperative to iterate on the digital full-chain marketing of luxury brands and platforms, or to extend unlimited imagination to drive the transformation of the fashion industry. WWD
Content Planning Huayi Tomorrow Fashion Content Center
Written by Lillian Li
Image source provided by the brand