618 is coming, and in the context of the increasingly diversified ecological links of the big health industry, Tmall Global has made new moves.
On May 10, Tmall Global fully announced the changes to the rules of the 618 promotion in 2024 at the "618 Promotion International Medicine and Health Care & Maternal and Child KO Conference", including marketing rhythm, strategy, gameplay, etc., and a big promotion known as "the longest promotion in history" is coming. From the private domain pre-sale and platform pre-heating on May 15 to the end on June 20, the mid-year promotion of Tmall Global's medical and health care & maternal and child sector occupies a full 37 days. At the same time, one of the most important changes this time is the "cancellation of the official pre-sale". Starting from the big promotion, direct sales and full price protection greatly simplify the process for consumers and merchants to participate in activities, and it is also the biggest adjustment visible to consumers.
Based on the strategic adjustment of the 618 platform, Tmall Global has also brought a more vertical industry approach in the big health sector. On May 15, the platform cooperated with the "NHNE Health and Nutrition Exhibition", a large-scale professional exhibition in the field of nutrition and health food in Asia, to successfully hold the 2024 Tmall International Pharmaceutical and Health Care and Maternal and Child Industry Summit Forum, officially announcing the opening of the two industries of medicine and health care and maternal and infant, and related categories covering the entire life cycle from infants, adolescents, pregnant women, adults, to the silver-haired people, accurately matching target consumers and better serving existing businesses. At the same time, Tmall Global actively carries out a long-term layout, focusing on incubating five new tracks of over 100 million yuan, including scientific parenting, sports metabolism, anti-aging and LOHAS, base nutrition, and dietary therapy and nourishment, so as to help more new brands rush to land on new tracks. In short, Tmall Global will deeply focus on the healthy consumption needs of consumers of all ages, and leave no one "behind" at any stage of life.
New Nutrition understands that in the upcoming 618 promotion, Tmall Global will deploy cross-border barrier categories in an all-round way, namely the pharmaceutical and health care and maternal and child industries, and strongly upgrade the "Future Health Festival 3.0". The platform gathers the top brands in the global health field to speak out every day, and creates a 30-day "health brand calendar" that does not repeat itself through "one big brand a day", so that "good brands" can stand out, and consumers can also purchase "good products" more in a planned and clear way, and comprehensively optimize the shopping experience. Based on the positioning of "My Global New Discovery", Tmall Global will also build a "Big Health Talent Ecological Alliance" with a camp of 100 people, and unite people from different industries such as hospitals and white-collar workers around the world to launch a popular science and practical health nutrition product purchase guide.
With consumer demand as the core, Tmall Global is ready to meet 618 by helping merchants to break the circle of TA crowds, explode good goods and support traffic resources.
Unveiling: "The longest 618 in history", how to accurately layout?
Consumers buy "comfortable", and merchants sell more "comfortable"! In this year's 618, Tmall Global focuses on an "unprecedented intensity and full of sincerity", and the e-commerce promotion game is "simplified". The "pre-sale period" has changed to "spot period", so that this mid-year promotion will directly usher in two waves of spot outbreaks, the first wave from the evening of May 20 to the evening of May 28, and the second wave from the evening of May 31 to the evening of June 20. It means that merchants will usher in 618, which has the longest cycle of consumer demand.
According to Pang Shuhao (Weiyuan), head of marketing of Tmall International Pharmaceutical and Health Care and Maternal and Child Industry of Taotian Group, in the face of the "longest 618 in history", it has become very important to enter the game in advance and step on the rhythm. It is also a huge test for merchants, who need to store water in advance, fully prepare, and precision marketing to be more likely to win the outbreak of the whole cycle. Among them, it is an important part to apply the "leverage" of the platform and "leverage" the increment. Previously, Tmall Global shared the rhythm of big promotion marketing at the KO conference, bringing a full-time operation and a full map, and will continue to carry out early purchase, 100 supplements and seckill days, super self-operated days, super good price days, etc., to help merchants grow their business.
For merchants' super single products, main promotions, new products, and special products, Tmall Global has planned a one-stop refined operation plan. For example, for super single products, the platform will synchronously cooperate with heavy resources such as search and push traffic, seats at the main venue, and open screen display to achieve a double explosion of traffic and volume; Based on the brand's new products, it will build momentum for the new products in an all-round way through the pre-storage of water for talent planting, media communication and drainage, and the transformation of venues and live broadcast resources.
At the same time, Tmall Global has launched new gameplay methods such as the first N super seckill, surprise direct drop, and instant reduction under the "official discount of 85%, and 50 off every 300 full reduction across stores", which directly pulls to the lowest price of the year to help merchants achieve both traffic and sales growth. For consumers who only want the "ultimate cost performance", this year's 618 is also more worth looking forward to.
Preparation: fully open up the pharmaceutical and health care and maternal and child industries, and accurately incubate 5 major tracks of more than 100 million yuan
Continuing to carry out sub-category incubation and new knowledge education is an important part of Tmall Global's efforts to build a big health ecological chain, and it is also an important breakthrough in cross-border medical and health care and maternal and child categories. From medicine to traditional nourishment, nutrition and health care to health services, from individuals to the whole family, people's awareness and demand for health consumption continue to rise, category and brand innovation accelerates, and market professional education continues to deepen. From the age of 0 throughout the life cycle, the formation of the whole family's nutrition chain is closely related to the improvement of people's health awareness and the change of demand for quality life.
In this context, connecting the medical and health care and maternal and child industries is a new solution for Tmall Global to seek growth breakthroughs for global brands. During the 2024 Tmall International Healthcare and Maternal and Child Industry Summit Forum, Wang Hongmei (Wen Xiu), general manager of Tmall International Healthcare and Maternal and Child Industry of Taotian Group, put forward a new goal for the development of the platform in the next three years, and will be committed to completing the "incubation of 300+ million new products, 100+ tens of millions of new brands, and 5 new tracks of over 100 million yuan", becoming the first position of more brand marketing and operation.
Undoubtedly, in this new era of national concern for health, along the age line, the market space of nutritional and health products has expanded from infants aged 0-3 to children, adults and middle-aged and elderly people, and the trend of family nutrition is about to emerge. "Paying for health" has become a "rigid need" for all age groups. "With the improvement of people's living standards and the enhancement of health awareness, the industry has ushered in unprecedented development and opportunities. At the same time, it is also facing many challenges such as how to improve product quality, reduce costs, and improve service levels," said Wang Chang, project leader of Reed Sinopharm NHNE.
Pictured: Wang Chang, head of the Reed Sinopharm NHNE project
Through the two key measures of one-stop incubation of industry, education and research and resource resonance inside and outside the station, Tmall Global has eliminated the concerns of opening up new markets for new overseas brands, and also allowed them to see more potential tracks and opportunities to create explosive products.
l New merchants are good for entering the market, and the growth strategies of the five major industries are the first to see
Seizing the opportunity, building momentum, growth support, and precise efforts, Tmall Global can customize and adapt cooperation methods for more new overseas merchants. Hong Hao (Wanning), head of Tmall Global Medical and Health Care and Maternal and Child Business Strategy and Marketing Center of Taotian Group, shared the growth strategies of the five major industries of scientific parenting, sports metabolism, base nutrition, dietary therapy and nourishment, and anti-aging and lohas, which is the track that the platform will focus on incubating in the future, covering the scientific supply of the whole life stage of 9 major groups of people from pregnant mothers, infants, teenagers, young and middle-aged people to the silver-haired people, with the mission of "from global clinical, scientific nutrition for the whole family", to help Chinese people achieve a more balanced dietary and nutritional structure.
Figure: Hong Hao, head of Tmall Global Medical and Health Care and Maternal and Child Business Strategy and Marketing Center of Taotian Group (Wanning)
In different scenarios, consumers have refined the subcategories of health care and nutrition products. For example, in the work and study scene, the late-night party who is used to going to bed late prefers health care and nutrition products with functions such as refreshing the mind, protecting the eyes, protecting the liver, and nourishing the liver; In the sports scene, the "lazy people" who lack exercise are more enthusiastic about energy supplementation, joint protection, shaping and muscle gain, etc.; In daily life, the "takeaway party" pays more attention to the nutritional elements that can meet the needs of soothing sleep, gastrointestinal conditioning, and endocrine regulation.
Hong Hao further said that these new trends are consumer-oriented and accurately focus on the specific needs of each segment. At the same time, Tmall Global also brings one-stop marketing solutions for health brands, creates a high-efficiency innovation link for new product incubation, and returns to the Tao system in the whole domain. After the new product is launched, the platform guides social hotspots, omni-channel advertising streaming, and exclusive traffic in the terminal, helping brands to complete new product incubation on Tmall Global within 3 months, with an ROI of over 2.5, bringing a larger "business field" to brand customers.
l The maternity, infant and child track broke out again, helping Chinese mothers to "super care"
Previously, Tmall Global's traditionally strong maternal and infant industry was facing incremental challenges brought about by the decline in the number of newborns, but with the arrival of the small peak of "dragon baby" birth, maternity, infant and child nutrition products are expected to usher in rapid growth in Tmall Global. On the one hand, Chinese have a special preference for the zodiac "dragon", and there was a "small peak of fertility" in the last dragon year, 2012; On the other hand, the problem of delayed childbirth caused by the epidemic has been gradually released, and the internal and external environment such as the national policy of opening up the third child has also promoted the fertility boom.
From the early stage of conception to the early life of infants and young children, the development of bones and brains, and then to the growth and development of children, the nutritional demands of each stage are different, and the demand for age-specific nutritional supplements is increasing. At the same time, the parenting concept and nutritional supplement methods of the new generation of parents have gradually upgraded, and the demand for children's nutritional supplements has become more scientific and refined. Zhang Jing (Jing Yue), head of maternal and infant nutrition at Tmall Global of Taotian Group, said that Tmall Global will focus on the growth needs of pregnant and infant children aged -1~18 at all ages, radiate the needs of a wider range of people, provide more in-depth solutions, and propose maternal and infant IP "super raising", creating trend tracks such as "age-specific nutrition" and "hypoallergenic guardian", and building a new scene of maternal and infant consumption.
Figure: Zhang Jing, head of maternal and child nutrition of Tmall Global of Taotian Group (Jing Yue)
On the one hand, we will actively give full play to the forward-looking leadership of leading platforms and brands, promote industrial upgrading, and expand the basic market of categories. Tmall Global Maternal, Infant, Maternal, Infant and Child Nutrition gathers the strength of super experts in the industry, and launches the trend of "age-specific nutrition" on the whole network. For consumers, age-specific nutrition can help new parents truly find a scientific and humanized nutritional supplement plan. For brands, it has also opened up a broader space for product innovation and channel sales.
On the other hand, Tmall Global is also continuing to dig into the precise and personalized advanced parenting needs of a new generation of young families. Insight into the important but "hidden" maternity, infant and child allergy market, Tmall Global released the white paper "2023 China Children's Allergy Market Development Insights" on the children's hypoallergy track in the maternal and infant industry, aiming to popularize anti-allergy knowledge and let more than 50 million children with allergies get the most professional help. It can be seen that "scientific parenting" is becoming a rigid demand in the maternal and infant consumer market, and Tmall Global will continue to empower the development of the industry with the power of the platform.
l International medicine with two wings to create a national "imported purple medicine box"
Focusing on the cross-border pharmaceutical industry, Tmall Global is a big business. The "Imported Purple Medicine Box" covers the triple needs from disease "prevention", "improvement" to "treatment", and helps consumers maintain their ideal health with global preferential solutions, accurate and symptomatic multi-selection, and rapid and effective treatment.
Zhang Zijian (Zijian), head of Tmall International Pharmaceutical Business of Taotian Group, said that the current situation of Tmall Global Pharmaceutical is "one body, two wings", with OTC drugs as the basic market, accounting for nearly 60% of the transactions; Contact lenses and medical devices have grown steadily, and multiple categories have developed in a coordinated manner. In the OTC category, the advantages of Tmall Global's cross-border supply chain can better complement China. For example, in the field of pediatric drugs, Tmall Global has built a knowledge map of pediatric drugs, and accurately laid out five subdivisions of respiration, digestion, immune facial features, and nursing and repair through global high-quality supply, so as to fill the blank market of domestic pediatric drugs.
Figure: Zhang Zijian (Zijian), head of Tmall International Pharmaceutical Business of Taotian Group
In the medical device track, where the CAGR growth rate has reached nearly 100% in the past five years, Tmall Global has combined the three major scenario trends of beauty economy, population aging & chronic disease management, and home health management to comprehensively amplify traditional advantageous tracks such as scar removal, ventilators, and plasters, and further expand key trend tracks to tap new business opportunities. The contact lens industry has developed rapidly in recent years, and Tmall Global has taken the lead in going deep into the industrial chain, gaining insight into the production advantages of foreign upstream manufacturers and the unmet needs of a large number of high-net-worth importers, and accelerating the introduction of international contact lens brand merchants to create a trendy and comfortable new experience with new technologies & colors, and accurately anchor high-net-worth individuals. The platform's first full power 0.03mm ultra-thin technology and ultra-10h non-inductive wearing experience are ahead of the 1-2 year window period.
l The whole link ecological resonance of health care and nutrition products creates a new model of "one-stop production, education and research".
From the past "luxury consumption" to the daily "dietary patch" of the family, cross-border health and nutrition products are ushering in a new round of dividend period. Pang Shuhao (Weiyuan), head of marketing of Tmall Global Pharmaceutical and Healthcare and Maternal and Child Industry of Taotian Group, said that Tmall Global launched a one-stop incubation model for new brands and new products in 2021, starting from the probiotic microecological category, and after 3 years of polishing, the synthetic biology industry plan will be launched in 2023.
Figure: Pang Shuhao, head of marketing of Tmall Global Pharmaceutical and Healthcare and Maternal and Child Industry of Taotian Group (Weiyuan)
Good raw materials are the starting point of a good product, however, a new nutritional and healthy raw material often faces problems such as relying on foundries for promotion, lack of confidence in new raw materials, incomplete market demand, and difficulty in achieving mass production. Through the human resources and advantages of the Tmall Global platform (consumption insights, merchant channels, and standard co-construction), it will further inject ecological power into the nutrition and health industry chain, and accelerate the process of "R&D-small-scale-pilot-mass-production-retail" of functional new raw materials, that is, to achieve "new raw material commodity incubation". By accelerating the research and development of industrial raw materials for functional nutritional foods, combined with consumer insights and professional evidence-based, we will break through the bottleneck of new raw material promotion and activate brand demand.
Based on the one-stop incubation model of production, education and research, and giving full play to the ecological power, the Pylopass® strain that caught fire in 2022 is the best illustration. Tmall Global and Novozymes (a subsidiary of Novonesis) jointly expanded the trend track of anti-ghost probiotics, and the subcategory of stomach probiotics represented by the Pylopass® strain exceeded 200 million yuan. Cheng Xi'an, head of consumer health in Asia Pacific of Novo Singapore's human health business, said that a new nutritional and healthy ingredient often faces problems such as relying on foundries for promotion, lack of confidence in new raw materials, incomplete market demand, and difficulty in achieving mass production, and "ingredient branding" provides a new solution.
Pictured: Cheng Xi'an, Head of Consumer Health, Asia Pacific, Human Health, Novo SG
In fact, the silver-haired group is also the fastest-growing group in the Tmall global healthcare industry. In the past year, more than 4 million silver-haired people have searched for various black technologies and new products on Tmall Global, and bought many health care and nutrition products such as anti-aging and beauty, OTC and home medical products and services, and this number is expected to continue to expand in the future. Fish oil and deep-sea krill oil products are one of the fastest-growing health care sub-categories on Tmall Global, and consumers' awareness of Omega-3 health food is highly tied to deep-sea fish oil, with a sales growth rate of up to 80%. Ergothioneine, which will be popular in the "anti-aging circle" in 2023, was earlier listed as one of the potential anti-aging nutrients by Tmall Global. Using the one-stop incubation of production, education and research, the Swisse ergothioneine ultralight bottle, which was first launched on Tmall Global, has sold more than 10 million yuan during the Double 11 period in 2023 alone, with a total of 1.17 million capsules sold.
Modern bioscience research has found that one of the causes of aging is inseparable from changes at the cellular level. Wang Fan, general manager of Yansheng Power China, mentioned that people are now not only pursuing the length of life, but also the quality of life, and cell anti-aging is the new choice of today's consumers. Previously, Tmall Global co-created with R&D to promote the category prosperity of PQQ, a new generation of "mitochondrial optimizer", and injected new vitality into the field of cell anti-aging.
Pictured: Fan Wang, General Manager of Yansheng Power China
At present, Tmall Global is working with global innovative brands, supply chains, industry associations, academic institutions and other ecological partners from all walks of life to integrate big health innovation resources and support more overseas high-quality cross-border merchants to expand the domestic market. With the help of the platform, more and more overseas new products have entered the Chinese market. As Mou Bo, general manager of Metagenics China, said, Tmall Global has invested nanny-style operation guidance and a series of precise traffic tilts for the new brand, which is the main reason why INNERHEALTH chose it as the first stop in China. TAKING THE ALLERGY MARKET AS THE ENTRY POINT, INNERHEALTH PROVIDES CLINICALLY PROVEN, PROFESSIONAL AND RELIABLE SKIN PROBIOTIC PRODUCTS, WHICH HAVE BEEN TESTED INSIDE AND OUTSIDE THE STATION AND RECOMMENDED FOR EXPOSURE AND DRAINAGE. In the next step, the brand will also focus on the new AKK bacteria product that was previously launched on Tmall Global, focus on the weight and metabolism management market, and continue to develop new products on the track.
Pictured: Mu Bo, General Manager of Metagenics China
In addition, enterprises still have more room to play in the innovation of nutritional and health products, the integrated development of production, education and research on the supply side and the upgrading of supply chains. In the roundtable forum with the theme of "Industry-University-Research Ecological Resonance, Leading Diversified Health Consumption", a number of guests conducted more meaningful in-depth discussions on the potential track of the health industry, the changes in consumer demand in the new era, and how enterprises can build the ability to continuously develop new products.
Figure: "Industry-University-Research Ecological Resonance, Leading Diversified Healthy Consumption" Roundtable Forum
Zhao Yuan, editor-in-chief of new nutrition and initiator of nutrition box
Hong Hao, Head of Tmall Global Medical and Health Care and Maternal and Child Business Strategy and Marketing Center of Taotian Group (Wanning)
Cheng Xi'an, Head of Consumer Health, Asia Pacific, Human Health, Novo Singapore
Fan Wang, General Manager of Yansheng Power China
Mu Bo, General Manager of Metagenics China
Zhao Bincheng, head of bilibili commercialization and big health industry operations
Building momentum: "Future Health Festival 3.0" was launched, and the strength interpreted "my new global discovery"
In response to the upcoming 618, Tmall Global has made frequent moves.
Integrating health science, shopping and sharing experience, Tmall Global's "Future Health Festival 3.0" was launched. According to Pang Shuhao (Weiyuan), Tmall Global has united the top brands in the medical and health care and maternal and child industries to launch a "one big brand a day" marketing campaign.
The 618 big names in medicine and health care include SWISSE, SWISSE PlUS+, NAVAGE, Jiuguang Pharmaceutical, Yijie, doctorsbest, Aojiabao, Noromega, webbernaturals, BYHEALTH, G-NiiB, Pripurai, Yansheng Power, Natu, Seoncun, CheongKwanJang and so on. Maternal and infant brands include well-known a2, MamaKids, Gimmins, Miaosle, Nutricia, COMOTOMO and other preferred merchants, which will not be repeated for 30 days, focusing on hundreds of millions of exposure resources to provide brands with a wider range of publicity channels and detonate brand voice; At the same time, let consumers really see good brands and good products. "Big Brands a Day" joins forces with global brands to create a shopping guide full of sincerity, not just to "sell", but to provide more optional health solutions.
Each brand refines its own precise consumer objects, such as a2 with "maternal affinity, more advanced digestion and absorption", Aptamil which is "the proud choice of hundreds of millions of Chinese mothers", SWISSE PLUS+ which is a new generation of NAD+ 2 weeks of repair and rejuvenation, and Lifespace which is "a good coach and professional training with you...... Cross-focus forms a richer group portrait, helps consumers establish good habits of caring for the whole family and taking care of health, and creates a more stable and sustainable health industry environment. The big brands that appear every day, there is always one for you.
In terms of health preservation, Tmall Global is not only a professional knowledge reserve, but also understands "translation" and is good at popularizing science. The promotion platform intimately invited 100 health experts from different life backgrounds to form the "Big Health Talent Ecological Alliance" to plant a new trend of healthy lifestyle to consumers, so as to break the cognitive barriers and shorten the window between consumers and nutritional products.
Through the "Future Health Festival 3.0", Tmall Global has made "My Global New Discovery" no longer a slogan, but an action that truly serves Chinese consumers.
Carnival: Long-term layout, multi-dimensional infiltration, detonating the 6.18 health ecology
The marketing promotion cycle is lengthened, the whole process of direct purchase is guaranteed, online and offline event marketing, and the festival is building momentum to lead the trend...... It can be seen that Tmall Global can be described as "well-intentioned" for this 618. Based on the occupation of consumer minds and the insight into subdivided groups, Tmall Global has built new consumption scenarios and new trends in multi-category tracks, helping brands establish intimate connections with consumers with unique positioning, and allowing the world's excellent health brands and correct health concepts to enter the public eye in a different way.
This 618, Tmall Global is ready to detonate a big health carnival with hundreds of millions of consumers.