On April 26, Taobao Tmall Group Tmall Supermarket held a merchant conference in Hangzhou, Tmall Supermarket began to emphasize "openness" and "growth" from last year, and the relationship with merchants has moved from supply channels to comprehensive business cooperation, and is becoming a new position for brand retail operations.
In the new year, Tmall Supermarket will further "open" to brand merchants, thereby bringing merchants more certain growth. Tmall Supermarket announced at the merchant conference just held that it will set up a mobile terminal to attract investment, and the mobile phone can complete the settlement application by scanning the code, and open a green channel for mature Taojie merchants, which can be settled in 3 days.
At the same time, for new merchants, Tmall Supermarket provides a series of new business support policies, including 47 million advertising incentive coupons for new merchants, quickly opening the market; and 1-on-1 customer service to help connect with the supply chain and simplify the warehousing process.
The mother and baby brand SHUKIKU entered Tmall Supermarket at the end of August last year, mainly selling children's school bags and children's hats and other maternal and baby products. The person in charge of the brand said: "At the beginning, we were completely white, and joined the new business group with the mood of trying it out, but I didn't expect that Xiaoer would answer every question we asked seriously, and there was no difference from 1-on-1 guidance." ”
After a month of learning and operation, from the front-end commodity filing, the warehousing process, to the follow-up practical operation, the brand's main promotion quickly achieved zero, and the daily sales during the event could reach 300-400 orders. Nowadays, after 8 months of entering Tmall Supermarket, the monthly sales of the brand have been able to stabilize at about 300,000 yuan.
In addition to new merchants entering the market, Tmall Supermarket will also open more operational and collaborative positions for brand merchants in the new year. Many Tmall supermarket brand merchants have also opened official flagship stores on Tmall, and the merchant conference clearly mentioned that "double cat collaboration" will bring new increments to brand merchants.
Shuangcat synergy, first open up the membership system between Tmall Supermarket and Tmall. According to the "Tmall Supermarket New Consumption Trend White Paper" released by Tmall Supermarket and Kantar, China's family structure shows the trend of small households and multi-child families in parallel, and the user positioning of Tmall Supermarket coincides with the changes in China's family structure, with housewives, new mothers and two as the core family users, and the overlap rate with Tmall flagship store users is only 30%.
Therefore, after the membership system is opened, the brand can further reach the most core people, and based on this, develop personalized operation strategies for different fields. Secondly, the double-cat marketing IP will achieve comprehensive integration, which is simply one investment, double income, and the explosive coefficient of business has increased geometrically. It is understood that Pepsi's "Double Cat Marketing" brand activity will be launched in mid-May, and Pepsi's "Cat Cat Can" themed new products will be launched on the whole network simultaneously on the two channels of Tmall official flagship stores and Tmall supermarkets.
In addition, in the new year, Tmall Supermarket and Cainiao will comprehensively upgrade their supply chain capabilities and fully open up to merchants without increasing costs. At the end of March this year, Hangzhou took the lead in realizing "half-day delivery" for Tmall supermarkets. In May, 7 cities, including Shanghai, Guangzhou and Chengdu, were fully connected to "half-day delivery", so as to realize a new experience of buying express parcels in the morning and buying in the morning.
The person in charge of the adoption of a cow brand said that for large heavy goods such as dairy products, the logistics speed is not fast, and whether it can be delivered to the door is a detail that consumers pay special attention to. The half-day delivery service launched by Tmall Supermarket and the supply chain upgrade of logistics warehouse and distribution behind it have hit the demand point of brands and consumers, and can truly help brands win consumers.
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