Workflow
扶优策略
icon
Search documents
“最简单”618进程过半,天猫“扶优”战略重构竞争
21世纪经济报道· 2025-06-01 15:00
Core Insights - Tmall's 618 event has introduced a new "full reduction" discount model, simplifying the shopping experience for consumers and enhancing the appeal of promotions [2][4][10] - The event has seen significant growth in sales, particularly in home appliances and 3C digital products, with a year-on-year increase of 283% in transactions for categories benefiting from national subsidies [1][9] - The focus on quality and simplicity in promotions reflects a shift in consumer expectations, with brands needing to adapt to these changing demands to remain competitive [2][5][12] Group 1: Promotion Strategy - Tmall's 618 event has implemented a "full reduction" model, allowing for direct discounts rather than complex coupon systems, which has been well-received by consumers [2][4][6] - The event has seen 217 brands achieving over 100 million in sales, indicating strong consumer engagement and spending [1][9] - The introduction of national subsidies has further enhanced discount offerings, with some categories seeing discounts of up to 20% [7][9] Group 2: Consumer Behavior - Consumers are increasingly prioritizing service quality and simplicity over minor price differences, indicating a shift in purchasing criteria [5][12] - The 88VIP membership program has proven effective, with members contributing significantly to sales, highlighting the importance of targeting high-value consumers [6][12][15] - The trend of consumers gravitating towards brands that offer quality and innovation is evident, as seen in the performance of various brands during the event [10][12] Group 3: Market Trends - The overall quality of consumer goods in China has been on the rise, with consumers willing to pay for better quality rather than just lower prices [12][13] - Tmall's strategy includes supporting high-quality brands and innovative products, which is expected to drive long-term growth and consumer loyalty [10][13][15] - The entry of numerous overseas brands into the Chinese market reflects the growing demand for specialized and high-quality products among consumers [11][12]
618前,淘宝升级“新”业务,整合“年轻人浓度”最高的新品类
Sou Hu Cai Jing· 2025-05-12 13:11
Core Insights - The article emphasizes the importance of capturing the young consumer market as a key to future business success [1] - The trend of "paying for happiness" is driving new business opportunities, particularly in underexplored market segments [1] - The recent upgrades to Taobao's "Cool City" IP reflect a strategic move to attract young consumers and stimulate growth [3][22] Group 1: Market Trends - There is a noticeable shift towards niche hobbies and activities among young consumers, such as camping, skiing, and unique collectibles [1] - The "Cool City" IP has expanded its categories to include not only sports and outdoor activities but also trendy products appealing to younger demographics [3][22] - Young consumers are increasingly viewing outdoor activities as social currency, with significant annual spending on outdoor sports [24] Group 2: Business Growth - Merchants who joined the upgraded "Cool City" have reported substantial sales growth, with some experiencing a 50% increase in transaction volume shortly after joining [7] - The platform's support, including enhanced visibility and traffic incentives, has led to improved conversion rates and customer engagement for new merchants [9][21] - The "Cool City" initiative is part of a broader strategy by Taobao and Tmall to support quality brands and drive significant growth in the sports and outdoor sectors [11][22] Group 3: Consumer Demographics - The primary consumer base for brands like "Sound Speed Cat" and GRC is predominantly young, with a significant portion aged between 15 and 18 [24][25] - GRC's target demographic spans a wider age range, primarily focusing on middle-class consumers aged 25 to 45 [24] - The characteristics of young consumers include a strong inclination to share their purchases on social media and a preference for products with social and emotional value [24][25] Group 4: Strategic Implications - The upgrades to "Cool City" are seen as a critical strategy for Taobao to enhance its appeal to younger consumers and foster a vibrant online community [22][28] - The initiative aims to create a more diverse product offering, including trendy and unique items that resonate with younger audiences [27][28] - The competitive landscape is intensifying, with brands leveraging the "Cool City" platform to differentiate themselves and capture market share [20][21]
天猫扶优,是一张明牌
虎嗅APP· 2025-03-27 13:58
今年的天猫TopTalk,味道不同往年。 用作主会场的北外滩世界会客厅星空厅,常规容量是460个座席,TopTalk当天临时添加到1000多个。华熙生 物董事长赵燕现场听完天猫2025年的扶优策略后,连说了好几次"充满信心"。 天猫的策略表述,与往年也有明显区别。 施策对象不再雨露均沾,而是明确"扶优"、"支持有原创性有创造 力的优质品牌"。 具体策略集中在新品、品牌会员、现金返佣、全域获客等几个焦点上。 TopTalk发布的策略不是陡然推出,而是在快消、服饰、运动户外三个行业试点了几个月,现场让品牌方看 到数据结果,再向所有行业推行。 品牌今年态度为何变化?天猫为什么要点明扶优和原创? 这些都指向了当前品牌生态的现状: 劣币驱逐良币、抄袭驱逐创新、算法指挥棒下普遍的无力感。 到了要变的时候了。 宽门的甜蜜诱惑 一组数据,折射出当今消费品牌的创新倒退。 2024年注册备案的化妆品新品数量,较2023年减少了3%。尤其是成熟品牌,去年1—10月,国际化妆品十巨 头在中国注册备案的新品数量,同比下跌了14.6%。有头部品牌的新品数甚至下跌超过40%。 消费品行业,新品是品牌的生命线。一个品牌如果不持续推新,一味吃 ...