When the 11th to the 11th year, this national shopping carnival is still grand, but it seems more and more boring.

The arithmetic formula of “one operation is as fierce as the tiger, saving a total of three five” makes the shopping experience decline year by year. Whether it is more and more complicated and difficult to calculate, it is more and more difficult to make a full reduction, or it is sufficient in advance. The pre-sales that are open in 20 days are hard to prevent consumers from feeling a little tired after expecting.

For e-commerce platforms, when the scale reaches a certain level, growth becomes more and more difficult. In 2018, Tmall’s “Double 11 Carnival” transaction scale reached 213.5 billion yuan, compared with 168.2 billion yuan in the previous year, an increase of 26.93%, the lowest increase in a decade

In the face of increasingly diverse consumers, facing the double anxiety of traffic and growth, Ali is trying his best to try something “fresh.” Since the platform and the merchant, the double 11 can no longer be a “clearance inventory”, what is the new growth point that can make the double 11 go up?

“New product” = “freshness”?

The answer given by Ali is “new product.”

At the previous “2019 Day Cat Double 11 Global Carnival” conference, Taobao President and Tmall President Jiang Fan announced the three main goals of this year’s Double 11: Double 11 added 100 million participants on the same day. Save 50 billion yuan for consumers and become the biggest festival for the release of new global brand products.

“Becoming the biggest festival for the release of new products for global brands” is a very sounding official language, but the “new product” strategy was officially presented at the beginning of this year. Jiang Fan said in his speech that “new products are the core strategy of Tmall in the past two years.”

According to the latest data provided by Ali, Tmall has released a total of 90 million new products before the start of the double 11 period. During the double 11 this year, there will be 1 million new products released.

Another set of data shows how important the new product is to the brand. In 2018, sales of new products on Tmall accounted for 31% of all goods, and sales of a “super new product” could account for 30% of the overall sales of the store.

The “super new product” here is obviously what Tmall wants most, that is, the “explosion” in the general understanding of the public. According to Tsao Yi, director of the Tmall brand marketing center, Tmall’s definition of “explosion” is to become the top 10 of the industry sales in the 30 days after the new product is launched, preferably TOP3. At the same time, I said that although each category is for “new products”The definition is different, but the product that has only changed on the outer packaging is certainly not a new product.

In the definition of Tmall, in addition to new categories and new products, “new products” must be at least an upgraded version based on the original products. Under this definition, the new product can be a new model of Philips’ electric toothbrush, a second generation of Lancome’s small black bottle, or a new series of clothing brands.

Aside from the gorgeous marketing methods of the year, Tmall’s main means at the product level is to use “new products” to attract new customers, and then to create “explosive models” through the operation of the platform. Brands and platforms bring revenues and become a new growth point for the Double 11.

One ​​big hand, one hand to hatch

In short, Tmall’s new products are mainly from two types of brands, and there are already well-known big names and e-commerce brands in the development period. For the former, Tmall attracted its opening of the official flagship store through the platform advantage, and selected Tmall as the new product launch platform; for the latter, Tmall developed a complete new product incubation plan, starting from the research and development process to cut into the entire life cycle of the new product.

According to the introduction, Tmall currently uses TMIC’s new digital system for brand new product incubation, including incubator, management station and knowledge base. The most important step is to share with the brand the market trends revealed by Tmall Backstage Big Data. There are two advantages to this:

1, the brand can get more detailed consumer behavior data from Tmall, closer to the market;

2, shorten the development cycle of new products, so that brands can catch up with market trends faster.

For example, the Johnson & Johnson Group’s mouthwash “Li Shi Delin”, known for its spicy and stimulating taste (everyone who uses Li Shi Delin in a long mouth ulcer is a warrior. If you used it, you know what I mean. Last year, we customized two floral mouthwashes with the Tmall Innovation Center and tried to take a bigger share of the women’s market with a softer taste. The development and listing process of this new product has been reduced from 18-24 months to 9 months.

Zhang Lujian, the founder of the designer clothing brand, said in an interview that for the designer brand, in the process of commercialization, due to the style is too prominent, it will lead to narrower customer base, which may lead to the future of the brand. The growth point has become very small. After cooperating with Tmall, it is able to understand market trends and create explosives in a timely manner, and then attract several new consumers through several key sales nodes.

RegulationIn terms of a larger brand, they also need a traffic window of double 11. According to the data provided by Tmall, more than 50% of the big beauty brands broke the convention, and the brand’s most popular Christmas gift box of the year was released to the double 11 release. In addition, 215 major brands such as YSL, SK-II, Givenchy, Lancome and Shiseido have customized exclusive products for the Double 11.

The above is mainly the specific practice of Tmall in order to promote the “new product” strategy, and all the means are finally targeted by Tmall’s goal – Ali is trying to make you forget the former one. The double 11 of the labels such as “low price”, “discount”, “clearance” and “tailing goods” turned this “carnival” into a driving force that is not driven by low prices (or not, low price is the main driving force). Shopping node.

Tmall makes a lot of fresh feelings for consumers, but the change in consumer perception is naturally not easy. Tmall needs more and more continuous means to mine the double 11 Multi-faceted. After all, such a label has been posted for ten years.