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

At the 2023 Tmall double 11 press conference held on October 20, Taotian Group CEO Dai Shan put forward two double 11 goals: first, to hold a happy Tmall double 11, so that users can come happily and stroll happily, bringing happiness to consumers; second, to help brand merchants achieve maximum user growth, precipitate brand assets, enhance brand strength, and become the biggest growth opportunity of the year.

Dashan pointed out that the original intention of Tmall's establishment is not the scale of transactions, but to provide businesses with a big stage for brand incubation, cultivation, development and growth. Therefore, standing today and looking at the day after tomorrow, Tmall must stick to his original intention and mission to let businesses who are willing to create real consumer value grow out and lead China's consumption together.

Taobao Tmall's rapid development over the past two decades depends on the efficient matching of users' demand end and merchant supply side. Taotian Group will always persist in building Tmall into the preferred position for enterprises to realize their brand dream and manage their long-term business, seize the broadest group of people, and unite all brands and merchants with R & D and design, manufacturing and excellent brand powers. continue to make long-term investment in brands, new products and users.

In order to create a happy Singles' Day, this year Tmall will jointly sell more than 500 fashionable shoes, famous wines, limited edition watches, bags and other rare and cutting-edge goods that have great influence around the world at the original price during the Singles' Day. At the same time, it will launch 2 million new products with new lifestyles such as cycling, skiing, Lu Chong, e-sports, CityWalk and so on. In addition, tens of thousands of popular styles such as iPhone 15, switch, Dyson hair dryer, SK-II Fairy Water, Sea Blue Mystery Cream, Lancome small Black bottle and so on will be offered at the lowest price.

Owen, president of the brand business development center of Taotian Group, said that a happy Singles' Day is inseparable from the good price of the authentic goods of the brand, but Tmall will not squeeze the profit space of the brand merchants to hold down the price of the goods. but through the investment of resources to increase brand sales, through economies of scale to reduce merchants' costs. At the same time, use technological innovation to help brands innovate products and meet diversified consumer needs to activate the market, so that consumers have good goods and good prices, and brand merchants make money.

Social zero data released by the National Bureau of Statistics show that the penetration rate of online retail has continued to rise, from 21.5% before the epidemic to 26.7%, and the consumption habit of online shopping has further expanded. Alibaba financial report data show that Taobao App daily active users (DAU) for six consecutive months of rapid growth, Taobao App high-quality users "88VIP" has also climbed, the number of members has exceeded 30 million, providing the best soil for the rapid growth of brand online management.

In order to further increase the flow and user scale of Tmall merchants. On the eve of Tmall's double 11, Alimama has deepened cooperation with Wechat, bilibili, Zhihu, Weibo and other platforms. Brand merchants placing advertisements in Wechat moments, Mini Program, video accounts and other fields can be directly redirected to Taobao App. At the same time, Alimama launched double 11 joint incentives with bilibili, Zhihu, Weibo and other platforms, and merchants will get an increase of 10% and 20% of the official traffic when they do marketing on these platforms.

At the same time, before Tmall's double 11, Tmall invested a total of 2 billion of "real money and silver" for brand business incentives. Qualified Tmall brands in the double 11 full-cycle operation standards will return the commission, rush before the double 11 new businesses will be exempted from the commission during the double 11 period. Provide "Blue Star Plan" for new merchants and "Thousand Star Plan" for brand-name merchants to enable new merchants and new brands to participate in this biggest event with minimal investment in Tmall Singles' Day.

In addition, Tmall, in conjunction with logistics service providers, provides over 100 million-level logistics subsidies to merchants, supports businesses to provide freight insurance to users free of charge, and enhances door-to-door delivery services; and jointly invests 100 million-level financial incentives to support businesses to provide interest-free installments to users and jointly serve good consumers.

Before Tmall's double 11 this year, the brand set off a new round of store opening in Tmall. From July to September, the number of Tmall new entrants increased by 105% compared with the same period last year. The total number of new entrants exceeded that of last year. Among them, consumer electronics, clothing fashion, home decoration, food and health are the top five industries. According to the type, 42% of the new brands stationed in Tmall are private brands created by factories in the manufacturing industry, and 18% are new consumer brands that meet the new needs of the market. At the same time, live celebrities and content IP are also popular types in this round of brand creation.

As the main position of brand management and growth, popular new brands continue to emerge on Tmall platform. In August alone, the transaction scale of more than 300 new brands that have been stationed in Tmall for less than 3 years jumped to the 10 million-level camp, while 15 new brands entered the 100 million yuan club. In the past three years, 6000 brands have successfully created brands in Tmall, growing into champions of subdivided tracks, and incubated more than 10 billion new tracks, including trendy players, e-sports, craft beer, outdoor camping and other new markets.

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