In order to obtain cross-border increments, Tmall International needs a continuous stream of blood transfusions.
It was learned that on August 8th, Tmall International officially launched the “Overseas Exclusive Store” business, which was opened by stars and people and responsible for content production and output. Tmall International provided platform supply chain capabilities for exclusive stores. Including selection, procurement, warehousing, logistics, inventory, and pre-sales and after-sales services.
This time, it is Jingjing Overseas Exclusive Store and Li Xiang Overseas Exclusive Store, 8th and 8pm, Jing Tian and Li Xiang A live broadcast was conducted separately. Li Jiaqi’s overseas exclusive store, which was previously online, was also broadcast live at 20:15. directed the products in the live room to their own stores. Brand flagship store and Tmall International overseas flagship store. As of 10:00 on the 9th, the number of fans in Jingdian and Lixiang were 15128 and 1395 respectively. The highest-selling products were BEURER portable LED makeup mirror and Real Techniques multi-function water droplet sponge beauty egg. The sales volume was 44 and 5 respectively. .
Image Source: Taobao Screenshot
Under the original live delivery mode, as a platform for cooperation with people and merchants, Daren has different promotion commissions by recommending products. The exclusive store is a cooperation channel for Tmall International and stars and people to distribute. Stars and people are the mainstay of the business, but they are only responsible for content creation and selection of shopping guides. The operation of the store can also be introduced by third-party service providers.
This is not the first time Tmall International has tried to use the star traffic. As early as 618 this year, the exclusive store has already started trial operation. The overseas exclusive store managed by KOL Li Jiaqi is on the line. On the 618 day, the main import of Liu Zongli cast iron pot in Japan, Li Jiaqi broke through the image of lipstick KOL, began to sell “pot”, live broadcast 5 minutes to nearly 40,000 tons, sold 4,000 pieces of Liu Zongli cast iron pot in 1 minute.
On the whole, the live delivery mode has not changed. It is still the live broadcast of the grass to the live shopping cart. However, there has been a change in the main body of operations. Tmall International is no longer “passively” acting as a purchasing platform, and has begun to cooperate with Taobao to broadcast cross-channel marketing.
For Tmall International, as the top two of cross-border e-commercePlatform, in the same industry competition, but also to create explosive funds, in order to obtain more brand negotiation rights. In March of this year, Tmall International announced that it has achieved import coverage in more than 120 countries and regions within five years, and its products have expanded from 4,000 categories to more than 8,000 categories. To achieve the goal, Tmall International must come up with platform appeal.
One of the strengths of the platform is GMV. To get more sales, Tmall International needs a continuous stream of blood transfusions. The “hematopoietic” ability of the explosion model has been verified when Lin Yun, Fan Bingbing and other star Xiaohong books are planted. The product is not sold at the out of stock or the price increases. So before, Fan Bingbing planted a Spanish neckline cream. And from the live grass planting to the Drainage Tmall International purchase will form a closed loop of trading, Tmall International’s official store will also gain additional popularity.
At the same time, for the brand side, the explosion also means opening the Chinese market and moving from the minority to the public. Take omorovicza’s Hungarian Queen’s Water as an example. Li Jiaqi’s overseas exclusive store sold the brand’s flagship store for half a year in three minutes, which is enough to prove the importance of the exclusive store.
For celebrities and talents, Tmall International has established six global procurement centers and more than 1 million square meters of imported bonded warehouses owned by rookies to ensure the follow-up supply chain for live grass breeding, Tmall The new division of labor promoted by the international community can help them to avoid weaknesses.
The problem remains with KOL itself. It is found that the products of overseas exclusive stores are in line with their positioning on the social platform. For example, Li Jiaqi’s overseas exclusive store products are all beautiful skin care categories. Whether the platform and KOL’s joint selection system will lead to live broadcast and grass, so that the word collapse is still a problem.