Shulou(Shulou.com)11/24 Report--

With the gradual recovery of the consumer market environment, the smartphone market is becoming more and more hot.

For example, the coming March is a month of intensive release of new mobile phone products.

The editor has not made complete statistics. Among the more popular phones are Ace 2V, OPPO Find X6 series, Huawei P60 series, Huawei Mate X3, Apple iPhone 14 yellow, Glory Magic5 series, iQOO Z7 series and so on. There are also Redmi Note 12 Turbo and Meizu 20 series coming soon.

In addition to the large number, the new ways on different mobile phones also have their own characteristics. For example, on the Tmall platform, people may brush to this picture of booking a new phone for 99999 yuan more than once, which is particularly eye-catching.

In fact, not only the Meizu 20 series exemplified above, but also the star products we mentioned above have chosen Tmall as one of the platforms for the launch of new products.

In addition to these star models, rough statistics show that so far in March, more than 100 new mobile phones have been launched in the official flagship stores of the major Tmall brands, covering different products of high, middle and low grade.

All these show that Tmall's official flagship store has become the first position for major mobile phone brands to launch new phones.

New on mobile phones, fancy appointment purchases, and strong interaction. In the past, we snapped up new phones that had just appeared on the market. Digital friends may not be thinking of Tmall in the first place. But did you find that, unwittingly, Tmall has become another major platform for us to look at, understand and buy mobile phones?

When mobile phone manufacturers launch new products, they are more and more willing to invest more publicity resources and energy in their Tmall official flagship store.

For example, in this wave of new phones in March, there are a variety of ways to launch new products on the major mobile phone brands, including a countdown to a press conference and repeated suspense.

There are also people who create a sense of mystery by wearing a "red cap" to the new product and arouse the appetite of consumers.

Some are even more exciting, through Tmall's small black box to launch a single-free activity of booking new machines, bringing benefits and surprises to everyone.

In addition, like the Redmi Note 12 Turbo, which has not yet been released, you can make an appointment to unlock the gift bag for RMB 1, and you can better participate in the activities of winning the new machine in the lottery. There are more ways to play welfare, and you will be reminded to buy the phone on the day of sale.

Of course, there are also those who make an appointment at a blind price of 99999 yuan, mainly to remind consumers to join the shopping cart for follow-up purchases. This booking method is also used in some particularly scarce mobile phones so that target consumers can take seats in advance.

Rich online warm-up and first-selling activities can naturally attract more consumers to actively participate and buy. No matter for the popularity of the new product or the sound volume of the brand, it can bring higher benefits.

Tmall's flagship store, the brand's "second official website", and CTOnews.com believes that for mobile phone brands, it is more than that that attracts them to pay more and more attention to Tmall as a new product launch platform.

For example, first of all, in the official flagship store of the brand. The main body of flagship store sales of many platforms is the e-commerce platform itself, they purchase products in bulk from brand merchants for sales, goods and logistics are taken over by the e-commerce platform, which belongs to an one-shot sale. The brand basically does not participate in the sales process, so there is not much enthusiasm.

On the Tmall platform, the main body of the official flagship store is the brand merchant itself, and the brand has full operational and sales autonomy, which is equivalent to the online second official website. therefore, the brand will be more motivated and more active in ploughing its own Tmall official flagship store, and it will naturally put more energy into publicity and sales when new products are released.

Mobile phones to reach more people, this is the foundation secondly, from the perspective of Tmall platform, the number of users behind it is more, and the consumer population is also more yuan, which is naturally more attractive for mobile phone brands.

According to the monthly active users of mobile shopping and major e-commerce platforms monitored by data research institution Analysys Analysys in August 2022, Tmall Taobao has 868 million monthly active users, significantly more than other platforms.

In terms of user composition, or according to the data report of Analysys in August 2222, whether in terms of consumer gender composition, market hierarchy and spending power, Tmall Taobao is more average and diverse.

At the same time, we can see that in terms of user spending power, Tmall is the strongest of these e-commerce platforms, with medium, high and high consumers accounting for 83.78%.

Tmall Taobao platform itself these advantages, I believe that mobile phone brands value more, because the consumer base is more, constitute more yuan, which means that their new products can reach more people.

In-depth cooperation, let brands and consumers go both ways, that is, Tmall, as an e-commerce platform, will also cooperate with mobile phone brands in various ways to help manufacturers achieve better sales results, that is, to sell more goods.

There are many forms and methods of cooperation. Here are some examples. For example, compared with other platforms, Tmall will subdivide the user population more accurately and precipitate more abundant crowd tags. For example, a female user prefers a phone with a colorful rear shell, is interested in a front selfie, and his spending power is 3000-4000 yuan. After mastering these portraits and tags, Tmall will also share them with mobile phone brands through various tools. Help them to match their products more accurately to the people of this brand.

In fact, this is what Tmall Taobao said about a thousand people and a thousand noodles.

Such a more accurate crowd segmentation, for mobile phone brands, whether it is new product marketing or sales, can obviously help them locate to the target group more quickly and greatly improve sales efficiency.

Similarly, along this logic, Tmall will also use a wealth of online tools to enable brands to grasp more accurate sales data, so as to provide an important reference for their next new product planning.

For example, through sales data, mobile phone brands can see which kind of rear cover design is better to sell, consumers are more likely to buy 128GB memory or 256GB memory, whether straight-screen phones or curved-screen phones are more popular, and so on. These feedback data are important references for their next new product planning.

Especially in the past two years, domestic mobile phones have set off a wave of impact on the high end, and mobile phone brands can also clearly see the changes in product prices and users' purchasing power through the rich data provided by Tmall. Help them create high-end and popular products.

In addition, Tmall will also cooperate with mobile phone brands to help brands carry out better internalization marketing, a more typical is live streaming with goods.

The popularity of live e-commerce in the past few years is needless to say. During the Singles Day holiday last year, more than 300 million Taobao users watched the live broadcast alone. And mobile phone brands in Tmall's official flagship stores will open their own live studio, this year Tmall will gradually promote brands to open a live studio.

When new mobile phone brand products appear on the market, through live broadcast, consumers can more directly understand the selling points and advantages of the new products, and can also form communication and interaction with consumers more directly and naturally, thus greatly boosting the purchasing rate of consumers. For mobile phone brands, this is obviously much better than the traditional one-page purchase.

For example, as mentioned earlier by CTOnews.com, when the OPPO Find X6 went on sale on March 24, OPPO officials made a first-selling live broadcast, and they also held a first-selling live broadcast with Luo Yonghao, with 4.652 million viewers.

There are many cases of cooperation between Tmall and mobile phone brands in new product marketing and sales, which are the deep-seated reasons why mobile phone brands pay more and more attention to the launch of new products on Tmall platform.

Conclusion not long ago, Tmall announced the nine major consumption trends of the consumer electronics industry in 2023 and released the "White Paper on Business Trends of the Consumer Electronics Industry". Among them, Tmall said that more cooperation opportunities will be designed in 2023 to promote the brand growth of consumer electronics business partners. It can be seen that Tmall is actively making efforts in the field of consumer electronics to expand his influence in the 3C digital industry.

In the past month, more than 100 new smartphones were launched on the Tmall platform, which is one aspect of Tmall's efforts in the 3C field.

As we said earlier, whether it is the platform user group, or the independent rights of the brand, or the platform in marketing, sales resources supply and other aspects, Tmall has sufficient advantages.

Therefore, I believe that next, Tmall will become a more and more important platform and position for mobile phone brands to market and sell their products. It is naturally exciting for consumers to have more choice of platforms and richer welfare activities.

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