"Bubble Mart mega new product is coming, go grab it!" After the new, the fanaticism of fans can be seen from the participation in grabbing new products, and bubble mart mega has participated in the sharp goods lottery four times since 618, with a total of more than 1.72 million people participating.
In the past trend culture context, sharp goods often mean "out of reach", Tmall small black box created the heydrop sharp goods lottery game, so that limited edition tide shoes, joint fashion clothes, designer tide play, these need to be purchased through the offline all-night queue, by scalpers high price, the purchase threshold is too high trend tip goods, circle users in a fair and interesting way to participate in the purchase. It provides consumers with the opportunity to draw lots online for limited sharp goods. The addition of circle users has led to the fission of the crowd, through the sharing of hot topics on Weibo, Douyin, b station, poison and other platforms, kol video planting grass, to achieve the trend of "breaking the circle", not only for the heavy new product users of the trend circle, but also for the consumers who are waiting, with a new and interesting "social lying" participation experience.
A pair of limited edition shoes, why let consumers enthusiastically chase, willing to go to the physical store to queue for eight or nine hours overnight; a trend art toy, how to drive consumers to join countless "rushing groups" about the sale of tide play, and even to the forum to post high prices for transfer? The pursuit of trendy goods is not only the expression of consumers' personality to themselves, but also the value recognition of consumers for "chasing new".
The collective appearance of new products of sharp goods has triggered the purchase enthusiasm of many new chasers, and the trend of new products has gradually won the unanimous favor of consumers. At the same time, the "2021 New Product Consumption Report" shows that nearly 90% of consumers will buy new products on a daily basis, and another 27.6% of consumers say that buying new products has formed a habit. More and more consumers are joining the ranks of chasing new ones, which shows that "chasing new" is becoming a common consumer trend.
For this consumer, the good life should be at the forefront, in the double 11, the largest new node of the major brands throughout the year, buying new and chasing new has become a consumer trend favored by trendy people.
Market data is also proof of this. On the one hand, the supply side is enthusiastic, and the data of Tmall's official new product platform Tmall Small Black Box shows that the total number of new products on Tmall is increasing year by year, and there is a steady stream of new products pouring into the market every day; on the other hand, consumers directly express support by paying bills and are willing to pay more for new products.
As the head platform for the operation of new products in the whole network, the small black box relies on years of crowd mining and market insight, can clearly understand the aesthetic preferences of young consumers, and is an indispensable refueling station for consumers on the road to a better life, so that young people who pay for interest and personality can feel the charm of trend design in one stop.
The sense of value of life under the new trend
In the past, everyone always had a stereotype, as if double 11 was just a squat discount, the existence of a hot model. But in fact, double 11 has become the largest new node of major brands throughout the year, and the data shows that Tmall released 200 million new products in 2020, which is already the leading platform for the first launch of new products in the world. On January 8, 2021, at the China New Product Consumption Ceremony, Tmall announced that the sales volume of new products in 2020 will exceed 200 million for the first time, and the scale of Tmall small black box users will reach 180 million monthly active users. Many brands will leave the release of the most important new products of the year to Double 11. A large number of luxury brands such as Saint Laurent will usher in their own double 11 debut on Tmall in the form of new debuts, and brands such as Audi q8 Night Rider Collector's Edition will also be released on Tmall in limited quantities.
In addition to providing the largest number of new products for everyone to choose from, buying new products is essentially a consumer's wish for their future.
More than 60% of respondents buy new products to "upgrade the life experience", more and more people are now willing to focus on creating their own small days, hoping that in addition to being comfortable, but also happy, from all aspects of life to extend the needs of more segments; another keyword is "experience", contemporary people's life is cut by fast-paced work more and more trivial, the experience of a better life is especially reflected in the efficiency upgrade of daily details, such as washing dishes, mopping, washing clothes and other routine life small things, There are products that can reduce the difficulty of operation or even direct substitution, of course, willing to spend money to optimize the experience.
Beyond practicality, people gain emotional value by buying new products. For example, from time to time to open the box of new products to bring surprises to themselves, in addition to satisfying the curiosity about new things, but also to create some ripples for ordinary life; for example, to become a "learning buyer", as long as the new products continue to flow, you can always walk on the road to do strategy, continue to get "learn new knowledge again" and "rely on their own efforts to make money more worthwhile" double sense of achievement.
From the consumer side, the consumer cognition of buying new to small black boxes has been continuously strengthened during this year's Double 11 period. At the same time, this year's small black box new products are also more focused on serving the most personalized needs of every newcomer, whether you are an art lover who likes empty mountain sculpture, or a trendy collector who likes bubble mart, or you are just a delicate lazy crowd who has recently been fascinated by fitness but does not want to be coached, you can find a new product that is truly exclusive to yourself during the double 11 period and open a new update of yourself.
The new self can be diverse, it can be to experience a new way of life, can be integrated into a new circle, bring new talking points, strengthen a new identity... These are all new powers that can be unlocked through new products.
It's both marketing and experience
The big difference between buying new on the small black box this year and previous years is that from planting grass to buying new ones, it has added a lot of fun and topical enjoyment-type processes, the lottery link is tense and exciting, and the grass planting evaluation attracts attention. Tmall small black box also synchronously opened up Platforms such as Weibo, Douyin, and B Station, and linked brand anchors to further ferment the sound volume of the whole network. At the same time, this year's new product recommendation is more scientific, as early as the double 11 pre-sale opened, Tmall small black box based on product strength (good or bad), trend force (new is not new), brand power (fire is not hot), word of mouth power (value is not worth) four definition models, with reference to the 2021 annual annual average sales of new products in various industries since the first sale, sales, ipv, word-of-mouth index, store dsr, brand tone and other indicators, comprehensive professional institutions / media, industry senior small two recommended opinions comprehensive evaluation recommended the annual must buy new product list, For the pursuit of new enthusiasts to send a reliable reference.
In order to provide consumers with a richer supply of new products and enhance consumers' sense of experience and participation, starting from November 4th, Tmall Small Black Box has launched 3 conference venues, including Tmall Sharp Goods Lottery Venue, Hey Design Box Art Museum Design New Product Venue, and Trend New Product Venue.
In the Tmall sharp goods lottery venue, Tmall Small Black Box launched more than 100 trend-limited sharp goods, from this year's hot stone island, team wang, to bubble Mart mega jelly, looking for unicorns for the first time to launch 500% bob and so on. As Tmall small black box original heydrop sharp goods lottery play, in addition to helping the brand tip goods continue to go out of the circle, but also in the consumer interaction participation continues to upgrade, in addition to the original price of the top goods, users also have the opportunity to use 1 yuan to draw a large number of new trend products, including Delong automatic coffee machine e lattepro, Hamilton Swiss mechanical watches, Armani black samurai watches, beats true wireless headphones and other diversified trend items.
At the same time, the trend culture IP "Trend List In the List" created by the small black box invites Li Chen, the representative of the trend class, to share the story of the top goods, through the professional and interesting trend of the top goods video content, with the content planting grass, the list position and the way of lottery play, to recommend the most "one of the top goods" for the trend lovers, so that the tide play, trend art gradually become the new favorite of consumers, but also let more people see the story and value behind the trend.
In the new design venue of hey design box art museum, Tmall Little Black Box invited 8 artists who are very innovative and creative in the field of art this year, they are the most popular independent band this year - Pain Yang Band, ceramic artist Flammable, contemporary artist Zhang Zhanzhan, sculpture artist Qu Guangci, contemporary well-known industrial designer Tomdixon, contemporary artist Zhao Yiqian, printmaking artist Yang Yuanyuan and contemporary artist Lu Pingyuan. And the art works and artistic concepts of the eight artists are integrated with each other to create a new concept belonging to the art world and gather the power of new art. The hey design box art museum launched a wealth of new art products, including artist art prints, scented candles and other home aesthetics, as well as LEGO treasure art tide play, etc., through the linkage of a strong lineup of artists, further enhance the diversity and professionalism of the design of new products.
Hey design box art museum column is Tmall small black box launched in May this year a new new product track online position, through cooperation with art institutions and online and offline marketing mix will design new products link to new consumers, help designers go to the front of the stage, let designers hear consumers closer to the voice of consumers; but also bring consumers to the scene depicted by designers, so that consumers feel the new power and new value of the brand through design. With the blessing of the new power of hey design box art museum, Tmall small black box continues to cultivate in the field of new products, and will form a top design sharp goods universe in the future on the supply side to meet the needs of young consumer groups for excellent design.
In the trend venue, through the insight of consumer consumption preferences in the early stage, the "four new product trends" of double 11 in 2021 were summarized, including exquisite lazy house, science and technology research, Yan ji justice, courtesy and so on, Tmall Small Black Box brought the industry's first pure plant-based oat milk chocolate with daily black qiao, kolonsport kolon down jacket evolved from the equipment of the South Korean Antarctic expedition team, Budweiser Shaw zhan endorsement mex fruity beer, and the skin is absorbed with clear and zero-greasy chillmore squalane body oil. Wu Lei's upper foot with the same cave shoes gram state pole cave shoes and other fashion good things to detonate consumers' enthusiasm for shopping. This is also the tmall small black box for the new enthusiasts' preference, from the annual new product consumption trend released at the new product consumption ceremony at the beginning of the year to the early spring must buy new product trend proposed by the 38 shopping festival to the double 11 must buy trend, the small black box is on the road to push new for consumers to pilot.
At the same time as opening the three conference venues, Tmall Little Black Box also invited three groups of "co-creators" with their own labels: Li Chennic, the director of the tide brand, the rock old cannon band, and the artist Lu Pingyuan, through the new power of the trend they represented, the new power of the trend and the new power of art, to convey the eternal theme of "creation" to consumers. Only by creating can we give birth to new products, and only by creating can we create a better new life.
This cross-border co-creation is not just about recommending new products.
From November 4th to November 7th, the Tmall Little Black Box "Creating New Power" art installation led by artist Lu Pingyuan landed in Aranya, China's first art community. As a special project of Tmall Small Black Box Hey Design Box Art Museum Double 11, this joint art installation has a space for consumers to interact and create ideas under the mysterious black box shape. After entering the box space, through interaction, consumers will find that the source of the "new power" claimed by the artist is themselves, and this is also the real intention of the small black box to "create new power".
Whether it is several major online new product venues or offline "creating new power" art installations, the core of Tmall's small black box is "new", behind the new products, not only is the small black box's vision for a better new era and a better new life, but also a boost to consumption upgrading and a better life. This new force has permeated the scene of everyone's life and is closely related to life. And "chasing the new" is an external manifestation of the positive attitude and pursuit of a better life by all consumers to the rituals, quality, circles and circles in life.
The value of Tmall's new products lies in its in-depth insight into society, life, brand and the needs of every consumer, and uses new power to convey the proposition of "a better life and common yearning" to consumers.
Tmall small black box from with consumers "chasing new", to with consumers "chasing the tip", to provide Tmall consumers with the most cutting-edge front-line new product tip guide and direction, even in the embryonic stage of consumer demand began to concentrate on the new supply of FMCG industry goods for trend guidance and pre-planting grass, really want to be in front of consumer demand; at the same time, expand the new product cultivation environment, through online and offline new products synchronous new activities, so that consumers can experience the new lifestyle through new products in an all-round way, so that new products are not only new products, Or a new good life solution, a new good life form of choice.