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This year's Tmall double 11 trend celebration is more than just a show

via:博客园     time:2017/10/23 21:04:31     readed:740

Shanghai in October 20th, The sky is clear and bright. is a long time, the feeling of an invigorating autumn climate. But in the National Convention and Exhibition Center, the atmosphere is particularly hot. Vanness Wu, Li Yuchun, Xi Mengyao and Ouyang Nana, a star when their posters were hanging in the hall outside the door, all kinds of fans, cattle rentouzandong, who will think that is going to have a big concert of assorted cold dishes.


The performance is true, but not a platter concert, but this year's Tmall double 11 global trends festival.

When love fan to the scene of the journal, can not help but feel a little excited: this star lineup, seems a bit fierce ah.




This has become an important trend in the current grand ceremony. In addition to Ray-Ban, many international big name fashion Guerlain, including Adidas, Pandora, Estee Lauder, M.A.C, Mowa, Victoria's secret, have taken with the star joint, and in cooperation with Tmall exclusive in-depth way, let the party become more fashionable and light shining star.


More surprising is that Tmall this time also for the first time with the New York fashion week reached a strategic cooperation, which will include Jason Wu, Opening Ceremony, Robert Geller, Furla, Sandro, Maje, Claudie Pierlot, the core of fashion brand introduction, for the first time in China catwalk.


In the past, people always think that the traditional four fashion week is the fashion industry benchmark, but with the advent of the digital age and the new retail development trend, along with the development of the online platform and mature, Tmall will have the double 11 Festival trend into another new form of fashion trends conference.

Previously, Tmall has combined the world's leading trend research institutions jointly issued PROMOSTYL including Tools, Clam, Genus, Transit (modern, elegant, practical organic mix, capricious, future aesthetics) four major trends, this is mainly due to the mass consumer data on the Tmall platform down and brand marketing data.


When the brand can be released through Tmall's data for the next marketing, they will get more targeted trend guidance, but also with Tmall's digital platform to become more innovative.

2017 double 11 Alibaba commander Liu Bo (nickname: LOS) said that this year the double 11, Tmall joint more than 50 well-known brands at home and abroad in-depth cooperation, gradually through the development in recent years to complete a comprehensive upgrade of the brand. Since then, Tmall is not just a retail platform, but to be the first place to reflect the upgrading needs of consumers and to guide them to upgrade their consumption.




Liu Bo also pointed out that, compared with the past, this year's trend design also produced a lot of changes. The most critical point is that the entire trend of the ceremony is not designed for sales, but to allow all brands to participate in depth, to help brands brand value building.

After several years of development, Tmall has now developed into a Taiwan's resources, we have the ability according to their localization process or provide personalized solutions. Some brands we help them to find suitable Chinese partners, or to help them solve the problem of cross-border goods through the platform, in addition to a part of the brand further accumulation and China understanding of customer needs, use the advantages of big data platform, to provide other consumer groups targeted solutions, help the success of the brand in the first step Chinese trip.




In accepting the love child norm (micro signal: iFanr KAPPA) interview, business director Song Li said, as in Tmall 11 veteran members from the first year, KAPPA obviously felt the double 11 change in recent years: it is no longer clear inventory time once a year, it is a good opportunity help the entire value of the brand to achieve the upgrade.

This year Tmall's attention changes from the sales platform to both consumer platform change, consumers have gathered on the Tmall platform, whether we participate in fashion week or two or 11 of the current Festival our attention or, where is the target customer group. KAPPA as a traditional sports brand, these two years, we are also changing, launched a new product line, hoping to fit in the new consumer groups. Tmall and other platforms have a difference is the sales function, we not only applaud, also popular, sell products together, is dual in terms of brand value.



For the entire retail industry, this high-tech, consumer power and fashion trends as one of the global trend, is also a new show mode to open a subversive revolution. When the fashion has broken the restrictions of race and national boundaries, the new retail revolution will gradually eliminate the boundaries between channels and brands, and further realize innovation.


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