Why Does Nike Only Favor It?

Among all Tmall products, the big names are always attracting attention.

The near future,

The most famous story in the world

Brand JORDAN also officially opened Tmall flagship store, which is also the only flagship store on the Internet besides official website.

Tmall data show that in August 3rd only 0 seconds to open 1 seconds, AIR JORDAN11 SPACE JAM air slam dunk, AIR JORDAN11 champion and other limited edition shoes were sold out, showing the chopping hand party crazy.

In recent years, the trend of Tmall

It has been improving. Many brands embrace Tmall's speed and participation depth, which is closely related to their growth in Tmall.

According to the world clothing and shoe net, in February of this year, after tigers opened shop, Zhen Li began to contact Tmall. It took only three months from contact to entry.

And its parent company LVMH group's newly released earnings report is very bright in the Greater China region and online performance, and it can be seen that the two are closely related; and the JORDAN, whose parent company Nike and Tmall are partners for many years.

According to Nike's latest earnings report, the annual revenue growth of 5.3% to 8 billion 680 million U.S. dollars, its Greater China and other emerging markets rose 11%, becoming the driving engine for the global market growth.

Why do so many big brands favor Tmall? Is it just because of the rising revenue and market size? In my view, this is not only due to the continuous crackdown on Ali and intellectual property protection for many years, but also to Tmall's attraction to young people.

Young users and new retail businesses are indispensable.

Liu Xiuyun, general manager of Tmall clothing, said in an interview that these high-end and luxury brands are becoming more and more popular with Tmall's first reaction. They are eager to understand the needs of young people.

According to Ali's latest financial data, Ali retail platform, including Tmall, has more than 500 million users, while young users are in Tmall. The largest group is 18 to 24 years old.

From the newly arrived JORDAN, according to insiders, the brand as a post-80s collective memory is very successful in emotional cards and emotional marketing. Jordan's personal struggle history and success is clearly a gold card attracting this crowd.

But it is undeniable that with the rise of post-90s and 00 and the growth of Jordan's age, the attractiveness of JORDAN in the younger generation is decreasing.

Entering Tmall is a wise choice.

The importance of young users to big cards can be imagined, but cooperation with Tmall is more than that. Tmall's subdivision and vertical operation of young users is the real cause.

According to the world clothing shoes and hat net, based on Ali big data, Tmall can touch users according to the user portraits of tidal current users and quality users. It is like offline, dividing people by different commercial forms and geographical locations. Online, people with high-end consumption nowadays can also be clearly portraiture and become the target of brand precision marketing.

The global marketing system built by Tmall can analyze consumers more accurately and provide more potential new consumer groups for luxury brands, especially young and new customers. These are also of special interest to luxury goods companies. In addition to a large range of young people, it hopes to have precise orientation of people's communication and guide the brand to Tmall's flagship store.

In the coming months, Tmall will introduce more brand marketing tools and brand member products.

At that time, all brands, especially those with high brand tonal regulation, will benefit from the brand that keeps communicating with consumers.

As far as I know, for young users, AJORDAN Tmall flagship store is about to launch a Online queuing tool. With this tool, many topics and limited AJ shoes will be on sale at Tmall flagship store in the future.

Tmall's new retail position is also an important reason for big players to compete.

In the cooperation between Tmall and Nike, we find that Nike is the most representative of the future of new retail.

Not long ago, the responsible person of Nike has made public praise, saying that this year Tmall 618. Nike has achieved the full channel inventory through cooperation with Tmall. Consumers can deliver goods in stores at the order of Tmall, and fully mobilize the employees of offline stores, which greatly improves the efficiency of supply chain.

At the same time, Nike's big brands also put Tmall and new retail in the latest earnings report, and really raised our national prestige.

More interested in new retail, of course, than the Nike family.

Many high-end brands and luxury brands are experiencing growth problems in online stores, and new retailers allow them to effectively avoid conflicts between online and offline businesses, and truly realize the digitalization of stores, which not only increases the operating rate of the line, but also increases the volume of pactions.

Some research shows that those active brands are getting superimposed growth under the online and offline industries. In the future, this Matthew effect will become more intense. Obviously, JORDAN's original cold sports outdoor brand is also seeing this.

The author believes that although the future flow and entry will be more intense, those moat brands that have built up moat at the brand level early will be further consolidated through Tmall's real finding of the most consuming market.

Property rights protection and counterfeiting make luxury brands rediscover Tmall

Obviously, apart from the big names, some luxury brands used to be more cautious in the process of interacting with ALI, and have some concerns on the level of intellectual property protection. This is also the two threshold for Tmall to attract luxury brands.

But in recent years, this problem has also become increasingly non existent. In the aspect of counterfeiting, Alibaba has been left with no room for improvement.

During the two sessions this year, Ma called for "fighting for a holiday like a drunk driving", triggering social heated discussions.

In April this year, the Alibaba counterfeiting alliance issued a joint communiqu in Hangzhou. The 30 global brands as the members of the alliance made their first collective appearance. It is clear that the fight against counterfeiting should not be fought alone. The traditional single mode of counterfeiting is not enough to deal with the current challenges.

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The United States authoritative fashion media pointed out that as an unprecedented move, Alibaba also directly sent two merchants selling fake SWAROVSKI on Taobao to the court.

In the whole year of 2016, the Ali anti fake special force team provided 1184 clues to the public security organs to assist the police in arresting 880 suspects and destroying 1419 dens involving illegal dens, and cracked the total amount of the case involving over 3 billion yuan.

It is worth noting that in August 3rd, even the French luxury brand Kai Yun group also reached an agreement with ALI. The two sides have established a joint working group to carry out full cooperation and exchange useful information, and through Alibaba's technical capability recognition, to cooperate with the law enforcement authorities in taking timely actions against the infringement of intellectual property rights of the products of Kai Yun group.

The move led to unanimous optimism among foreign media that Alibaba is using real action to win luxury brands.

For Tmall, the agreement between Ali and Kai Yun group is very significant. It not only makes the society and luxury brands see Ali's determination to crack down on counterfeit goods, but also clears up obstacles for more luxury brands to enter Tmall in the future.

According to the world clothing shoes and hat net, on the protection of property rights, Alibaba, in addition to using big data to track the initiative to fight against counterfeiting, for a more fast access to the key know brand, the brand can report suspicious shop selling behavior to Ali, so that the speed of Ali's feedback can be faster than that of big data tracking.

Therefore, at this stage, there are two main reasons for the popularity of luxury brands to Tmall.

First, Ali's anti-counterfeiting and property rights protection work is still ongoing, and has achieved good results in the past, so that luxury brands see the determination of Ali to fight against counterfeiting.

Second, Tmall platform has a strong attraction for luxury brands, more young users and better understanding of luxury brand operation methods, which are the most interesting places for luxury brands.

At the same time, Tmall is also trying to build a new platform that is more conducive to marketing and expanding other possibilities, providing more quality and diverse services for luxury brands, so as to achieve a win-win situation.

More interesting reports, please pay attention to the world clothing shoes and hats net.