At ten o'clock in the night, the customer service of the BFO Tmall flagship store "Song", Wang Wang continued to ring.
Another buyer came to ask whether the Internet celebrity recommended product seen on the Little Red Book was a certain one of their families. Customer service is not surprised by this, because it has become the norm.
Today's e-commerce industry has already undergone earth-shaking changes. Social and short video platforms such as Xiaohongshu and Douyin have become the base for sellers to bring goods.
"But no matter what kind of grass you are in, you can't help but have to search on Tmall to be assured." Some netizens have made such a voice, so that new brands such as BFO have silently set up flags. The opening of the flagship store by Tmall has also once become their staged "ultimate goal".
Double 11 has entered its 13th year, and from now on, Jimu News will continue to pay attention to the new stories of new brands. How can a new brand gain a firm foothold in the fierce competition and become a real "brand" in the hearts of consumers?
In the first shot, we interviewed two new brand merchants who just opened a store this year to hear their "from 0 to 1" story.
BFO: Expect the double 11 debut more than 70% of the investment will be placed on Tmall
For Zheng Lu, CEO of BFO's flagship store, the upcoming Double 11 makes her both look forward to it and be a little nervous.
"We are a very new brand, the company was only established last year, and at the end of June this year, we officially opened a flagship store on Tmall."
Zheng Lu said that she and another founder thought from the beginning to make a new brand and a new domestic product, so opening a flagship store on Tmall has become their staged "ultimate goal".
In fact, before entering Tmall, BFO who focused on washing and care products has been on sale on many short video platforms such as Xiaohongshu and Douyin, and many products have also had good performance, but they always believe that only by opening a flagship store on Tmall can they represent the real establishment of the "brand".
"Before I did e-commerce myself, I was just an ordinary buyer, and when I was shopping online, I was particularly concerned about whether the brand had a flagship store on Tmall." Therefore, if the BFO can only carry goods on the Xiaohongshu and short video platforms, although there have also been traffic single products, it may not be able to get rid of the label of 'micro-business'. ”
Zheng Lu said that from the beginning, they were very determined to open a store on Tmall. However, as we all know, the Tmall flagship store has a high threshold and has a strict screening for the settled merchants.
With the help of Little Two, BFO was fortunate to get the opportunity to run a trial operation. At the same time, BFO had the honor to invite the endorsement of Feng Wenjuan, an artist who participated in the movie "Chinese Doctor", which also added a lot of points to BFO's brand.
"Although Feng Wenjuan is not a traffic star, she is a very hard-working and positive artist, which is highly consistent with the tone of our brand." She has also personally tried many of our products, and the results are also very good, so she is willing to endorse us. ”
After entering the Tmall flagship store, Zheng Lu also obviously felt that many situations had changed.
In the past, when people engaged in live broadcasting and inviting artists, when people heard that BFO did not have a Tmall flagship store, they either directly refused, or only the Internet celebrities with small coffee positions were willing to participate. But after the Tmall flagship store opened, the resources it came into contact with were obviously on a higher level.
"This shows that the entire industry is highly recognized for the Tmall platform."
In fact, in addition to Tmall, BFO has also opened flagship stores on other platforms, but she said: "Tmall is the absolute core." "In the upcoming Double 11, Zheng Lu and the team have concentrated more than 70% of all kinds of promotion resources on the Tmall flagship store.
"We are still in the initial stage of the brand, and we are certainly very interested in the first double 11 record. However, the team agreed that the most important thing at present is to make products and brands, and the main energy is also placed on these, and we believe that as long as we persist, we will be able to live up to expectations. ”
Coconut full: full of confidence Put 90% of the sales target on Tmall, the first double 11 to 10 million turnover to launch a sprint
At about the same time as BFO, the Tmall flagship store full of coconuts was only opened in July this year.
This "newborn" who is only 4 months old, in the face of the first double 11 that is oncoming, founding partner Li Jing has targeted sales at 10 million yuan. This figure accounts for nearly 90% of the sales of all online store channels in Coconut Man.
High morale comes from full of confidence.
Li Jing said that soon after entering Tmall, the store gave birth to the first explosive product - coconut light cake.
"Coconut light cake, is our main flourless baked goods, using coconut meat flour imported from Sri Lanka instead of flour, high dietary fiber, low-carbon water, healthy food, more in line with the pursuit of young people."
A successful product strategy is naturally not something that comes out of thin air.
Li Jing mentioned that Tmall has a complete set of support policies for new brands. For example, at the beginning, through the cooperation with Alimama Data Bank, they had a clear portrait of the target customer group: 98% of them were young women, keeping up with the trend, loving freshness, through such a portrait, the team then created a more marketable product, and one explosive product came into being.
This year's double 11, Coconut Man will also bring two brand new products, and debut on Tmall.
One is the "Golden Coconut Coconut Ball", which is under the support of Tmall big data, after a full investigation of the supply side, it was found that this single category market grew rapidly, but there was still no head brand, so it aimed at this segment.
The other is a new and upgraded version of the blockbuster coconut clear cake. This is also relying on the feedback information of buyers on the platform to comprehensively upgrade the taste, taste, packaging and other aspects.
"We magically found that no matter where netizens saw our brand exposed, the first thing they thought of was to go to Tmall to search and see if your buyer evaluation was as good as 'planting grass' said, and whether your price was reasonable." Online, Coconut Man man laid out some short video platforms such as Xiaohongshu and Douyin, but based on the long-term consumption habits of consumers, the Tmall flagship store is undoubtedly the top priority.
"This is the charm of the platform," Li Jing said, in Tmall can let more buyers know you, recognize you, and ultimately promote the order, "Tmall is not only a platform for selling goods, but also the best base for building brands and establishing an image." ”
In recent years, various types of e-commerce platforms have emerged in an endless stream, just like a merchant told reporters: all platforms may consume themselves, and firmly grasping the platforms where consumers are willing to "pay", is the most correct choice.
A good consumer ecology needs to constantly make new and good brands born, iterated and upgraded, so that it can be firmly needed by consumers, and it is the "most correct choice" in the mouth of merchants.