天猫超市全面启动“双11” 打通近场闪购 为品牌打开第二增长曲线

Core Insights - Tmall Supermarket is shifting its strategy for this year's "Double 11" by focusing on near-field flash sales, aiming to create a second growth curve for brand merchants [1][2] - The introduction of flash sales has opened up a new user base, particularly targeting younger consumers aged 18-35, including college students and small families, which represents a significant growth opportunity [2] - Tmall Supermarket is enhancing its supply chain capabilities to offer a new delivery speed of 4 hours, expanding its reach to more cities before "Double 11" [2][3] Group 1 - Tmall Supermarket's "Double 11" will feature dual operations of the main store and flash sales store, redefining both near-field and far-field business models [1] - The flash sales initiative has rapidly expanded from 20 cities to 31 cities, allowing users in these areas to order Tmall Supermarket products through Taobao flash sales [1] - The user structure of Tmall Supermarket is stable, primarily consisting of middle-class families aged 30 and above, while the flash sales target a younger demographic, potentially adding 300 million new users [2] Group 2 - Tmall Supermarket is launching new marketing initiatives, including a city competition ranking and super flash brand days, to deepen urban operations and achieve differentiated supply and user matching [3] - The collaboration with brands like Yili has already seen marketing activities focused on flash sales, indicating strong brand engagement and investment [2] - The new delivery service aims to achieve "fastest 4-hour delivery" in more cities, enhancing customer satisfaction and operational efficiency [2][3]