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

On September 22-23, Tmall's luxury New & Beyond immersive art exhibition was officially displayed to the public in Shanghai.

(Tmall luxury "Heart living together" Art Exhibition)

The offline exhibition is highly digital, and tickets are distributed free of charge through Mobile Taobao in the form of game interaction. Visitors can experience a variety of digital interactions such as trying on and trying on, and get the digital collection. Users who are unable to attend the exhibition can also watch the 3D exhibition online and receive commemorative wallpaper, which is in tune with the elements of the offline exhibition.

At the event site, Wang Weiwei (Janet Wang), vice president of Taotian Group Brand Business Development Center and general manager of Tmall luxury goods, said that the art exhibition hopes to be closer to the scene of real consumers offline, so that more people can feel the beauty of design and the interest of digital interaction, and express the future lifestyle concept of online and offline integration and resonance.

According to reports, in Tmall, more than 80 million of deeply interested consumers have browsed, collected and purchased luxury goods more than 10 times in the past year, and the total membership of luxury brand flagship stores this year has increased by 60% compared with last year. At the same time, online digitization has a deeper impact on consumers' purchasing behavior, and 85% of Chinese luxury consumers' consumption decisions are influenced by the content on Chinese digital platforms. the level of influence of the integrated e-commerce platform represented by Tmall luxury products on consumer decision-making increased by a further 7% in 2023.

(Wang Weili Janet Wang sharing platform Digital Insight)

In particular, Wang Weili (Janet Wang) shared the four major trends brought about by the upgrading of digital capabilities on consumption: boundless time and space, equal rights of experience, new fashion and independent creation. At the event site, the "NEW BEYOND 2.0 Digital Brand Building Methodology of luxury goods" created by Tmall luxury goods and Roland Berger was also officially released.

Break the shackles of time and space

More people get the equal rights experience.

The upgrading and innovation of digitization in the field of luxury goods has further broken the shackles of time and space, making "time and space unbounded". The brand through Tmall and the target consumer 00:00 difference same frequency, lets the fashion show, the watch exhibition and so on "far away" and "near at the fingertip", each kind of fancy experience has attracted the consumer's attention.

According to reports, in the past year, luxury brands broadcast more than 11500 shows on Tmall, and during the ongoing fashion week in September, 17 brands, including Burberry Burberry, chose Tmall's flagship store to broadcast live, synchronizing their London, Milan and Paris fashion week shows. In Tmall, consumers can also try on online through interactive technology, and interactive experiences such as 3D / AR / XR are favored by young people.

(Tmall luxury "Heart living together" Art Exhibition)

The escalating digital capabilities also bring "experience equality", allowing more people to have the VIP privileges that only a small number of consumers could have in the past. For example, the exclusive shopping guide service brought by online 1V1 video consultants, "Cabinet Brother" and "Cabinet Sister" interact with consumers through the video studio to experience offline or even better. At present, more than 20 international first-tier brands have launched 1V1 video consulting services, bringing more than 4 to 5 times the transaction conversion compared with daily text customer service.

(Tmall luxury "Heart living together" Art Exhibition)

Digitalization leads the new trend of fashion

Human creativity is magnified.

Tmall luxury products have become an important position for the launch of new products of luxury brands, and the total number of new products released has tripled in the past three years. The interaction of people's goods yard at every contact point of Tmall is creating and influencing new fashion trends and making "fashion new".

The boundaries of new categories on luxury brands are constantly broadening, stepping into daily scenes such as lifestyle. At the same time, items with well-known styles or brand representative elements superimposed with innovative designs are especially favored by consumers. The click-through rate of Tmall luxury goods is twice as high as that of ordinary goods. Also click higher also stars with the same style, cartoon joint names, etc., in addition, this year's hot color, music, mashup and other trends, consumers can find relevant recommendations or guidance through Mobile Taobao home page or search, as well as Tmall luxury channel.

(Tmall luxury "Heart living together" Art Exhibition)

Digital ability also makes people's subjectivity and initiative be magnified and seen. In particular, the younger generation of digital aborigines actively "create" themselves, or open their own "digital copies", or carry out more personalized customization and creation.

Under the background that gifts have become a more important consumption motivation and consumption is growing rapidly in recent years, Tmall luxury goods dominate the online "luxury gift customization service" to meet the growing personalized gift customization needs of consumers. More than 100,000 products including Gucci Gucci, Cartier Cartier, Saint Laurent Saint Laurent and other brands have been put online, including fine packaging, commodity engraving, 3D gift cards and other digital services.

(Tmall luxury "Heart living together" Art Exhibition)

Focus on the potential construction of digital luxury brands

NEW BEYOND 2.0 Methodology upgrade

As the first e-commerce platform in China to bring together the five giants: LVMH Group, Richemont Group, Kering Group, Chanel and Herm è s, Tmall luxury goods has unique platform attributes, huge population base and leading operation ability, and is an important partner of international first-tier luxury brands on the road of local digitization in China.

(Wang Weiwei Janet Wang, Vice President of the Brand Business Development Center of Taotian Group and General Manager of Tmall luxury goods, and Dai Pu Denis Depoux, Co-President of Roland Berger Global Management Committee)

In 2022, Tmall, together with Roland Berger Consulting Company, pioneered the NEW BEYOND 1.0 methodology, which gives a complete definition of the potential energy and assets of luxury brands from the conceptual level. On the basis of the practice of the past year and the co-creation of 80 brands, Tmall luxury once again joined hands with Roland Berger to launch the NEW BEYOND 2.0 methodology in 2023, enriching and extending the NEW BEYOND methodology from the aspects of brand growth status, path and measures, and building a more efficient and accurate connection between the brand and consumers from the three aspects of channel, decision-making and perspective, helping to build the potential energy of luxury brands. To maintain and strengthen its lasting charm in the Chinese market.

Dai Pu Denis Depoux, co-president of Roland Berger's global management committee, pointed out that the grand narrative of the "new story" of the Chinese consumer market is under way. With extraordinary creativity and taste, luxury brands will be at the forefront of the trend and continue to shape the leadership and innovation of the fashion industry. In the Chinese market, digitization is not only a tool, but also a strategic thinking related to the overall situation. The upgraded methodology will help luxury brands shape the strong growth potential of the Chinese market with the height of strategic thinking and the sharpness of scientific methods.

(the scene of Tmall's luxury "Heart Life together" Art Exhibition)

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