"Goddess's New Clothes" Promotes The "Full Consumption Era"

Recently, Tmall has attracted the attention of all circles. With the fashion group, the Tmall fashion ecosystem has been built through the exchange of resources under the line. With the Beijing international design week, we have launched the "design cat" theme park and the synchronized reality TV show star reality show. New clothes of Goddess "The new clothing series" (hereinafter referred to as "new clothes") has launched the O2O mode platform in collaboration with Yintai shopping centers. A series of fashion movements deduce the "brand fashion" in the five strategies.

The reporter interviewed the head of Tmall entertainment marketing. From the background of Tmall, it can be found that under the condition of no change in overall sales volume, the "new clothes" has entered the keyword "goddess's new clothes" through the search page of the station resources, resulting in the continuous decline of the purchase users. 80% of the consumers have fully grasshoped the shopping path, and through the mobile device directly enter the "new clothes" page on the day of the TV program broadcast to form the purchase behavior, which means that consumers have already acquired the cognition of the purchase method.

This is completely different from the previously used "focus marketing". In the past two years, Tmall has been exploring the extension of products from TV screens to shopping platforms to guide traffic. Through the introduction of the "same" series to "little Daddy", "let's get married" and "where to go to daddy", this is a very popular "focus marketing" nowadays, which integrates products into focus events and indirectly obtains traffic.

This seemingly small change is called the "subversive" business mode by the media. T2O In fact, it has deep meaning. 服裝行業中同質化越來越遭到排斥，“新衣”代表了由“同款經濟”、“品牌經濟”轉化為了“粉絲經濟”，知名設計師的親力親為、明星的演繹和力挺、品牌買手個人魅力都成為購買行為背后的動力;“邊看邊買”區別于傳統的電視購物和網頁搜索，是直線的跨平臺購物;比快時尚還要快的反應速度，24小時之內供貨是對獨立原創設計師與工業化品牌生產線的配合的一次考驗，而且隔7天播出一期節目則意味著一批新款上線;在戰斗精神、限量生產和快速送達的過程中，消費者享受著別樣的購物體驗;廣告轉化率非常低的服裝行業，通過電視真人秀營銷，省去了拉新成本，省去了經銷商，省去了中間的搜索步驟，小規模倉儲等優點讓消費更加便捷。

In order to avoid "Shanzhai", Tmall In the background, through technical means to achieve "two days" of "investigation", four brands are listed in the "white list", and other users if the use of "new clothes" keywords, their "Shanzhai" products will be forced to go off the shelf. Reporters found that Taobao platform did not achieve such a guarantee as Tmall network. Tmall official told reporters that because of the nature of Taobao platform market and secondary market transactions and other columns, unable to achieve a complete sense of "exclusion", but has increased the weight and import traffic to achieve genuine products protection.

According to Tmall's data, consumers who need post-90's need to fully express their self and individuality. After 80, they will prefer products with more design and quality assurance at the same level of consumption. However, price sensitivity, shopping logic and shopping habits in different regions, different consumption levels and age groups are very complex, especially fashion products.

Reporters think that if today's T2O is extended to radio, lighting, wireless network coverage, when all resources are integrated into data, through the big data and intelligent services gradually penetrated into all aspects of life, consumption is likely to integrate into your lifestyle. When you turn on the faucet to wash an apple, the competition and composition of the nearby supermarket will appear before you. When you put on your shoes, the location system will share the map around the parking place in the sensing device. When you watch TV, you can find all the information of the heroine's clothing with the help of a remote control point. At that time, when WIFI was fully covered, network security was guaranteed, and mobile payment system would be more perfect, consumption would not need to enter the shopping center or open the Internet. If the simple use of mobile devices or virtual devices to complete "orders", the "full consumption era" would come. It's too convenient. I really don't know whether it's a good thing or a bad thing.