Tmall Comes Along With "Cowboy Festival", And It Will Continue To Empower The Industry.

In October 2016, Tmall's double 11 Fashion Festival, Tmall joint CBNData released the "2016 global trend consumer consumption trend report", pointing out that the trend of younger consumers, online brand diversification, diversification of clothing categories, the advantages of the full channel mode, the high-end brand electric business, and the sexual demand spawned the six trends of private customization.

In May 2017, Tmall brand renewed, Tmall joint Ali Research Institute and Boston consulting company released the five major trend words: LOHAS green movement, solo freedom, human freedom, no micro inintelligence, plaything determination.

In August 2017, Tmall and the world's top trend trend research institute PROMOSTYL and micro-blog jointly released the "2017 Tmall autumn and winter trend report". The report shows that the latest social trends of high-end, technology, ecology and pop culture are deeply affecting the evolution of the current global tide trend.

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Over the past years, Tmall has relied on the support of its own platform big data and the top research institutes from all over the world. It has released a number of trend research reports before and after Tmall. Through the analysis of these reports, Tmall accurately predicted the market situation, planned all kinds of marketing activities of the year, and ultimately brought far-reaching changes to enterprises, industries and consumers.

Tmall costume promotes Carnival day, first comes "cowboy".

On the 15-18 day of this month, Tmall clothing was judged by previous trends. The head merchants in the joint industry launched Carnival days for clothing category, and the first attempt was cowboy category.

Of course,

Because of the large number of products, there are many difficulties in operation.

At the same time, it is also affected by factors such as season, weather and scene. Therefore, the most important part of apparel industry's category operation is to give superior subdivision products to the people who need them most at the right time and at the right time.

After a lot of thinking, the "Tmall cowboy Festival" was born. It will become an exploration of the fashion industry's subdivision innovation mode. It will be implemented to the cowboy category itself. It is a large category of the clothing industry. The demand for autumn and winter is strong. It is very likely to usher in the outbreak period in October, and it itself has rich cultural value, so it is very likely to set up a new industry benchmark.

In the era of consumption upgrading, explore the possibilities of new retail.

Obviously, with the advent of the era of consumer upgrades, brands are facing diversified user needs, online and offline channel integration.

Many challenges such as decentralization.

The new middle class represented by the 9095 generation is becoming the main consumer of the times. The consumption appeal of this group also largely determines the future development trend of the brand, and this group has more and more individualized demand for clothing consumption, and more importantly, it is also keen on the trend culture.

On the other hand, in recent years, shopping malls, shopping centers, brand stores and other lines have declined, and many fashion brands have come to a cliff like fall. The apparel industry has ushered in the most brutal winter.

In order to survive in such an environment, most brands have accelerated their pace of change, and online channels have also become an important pformation battleground.

All of these make Ali's "new retail" model full of value. It can make use of advanced data such as big data and artificial intelligence to upgrade and upgrade the production, circulation and sales of goods, and open up online and offline services to provide unlimited possibilities for the future of the brand and industry.

For example, how to give "buy Jeans" is more meaningful and help brands improve their sales volume.

According to the aesthetic appeal of Tmall to the younger generation of consumers, we can see that the marketing of cowboy clothing is not feasible only by low price. We should make good use of collocation techniques to grow grass for consumers. At the same time, it is also important to consider the cultural stories of clothing brands, which are interesting and interactive.

Tmall dress integration marketing official said: in order to make the consumers today more in-depth understanding of the cowboy industry, Tmall used a comprehensive integrated marketing approach, from online to offline coverage, and using Ali's expertise in technology, the traditional history and culture to more entertaining means to pass to ordinary consumers.

To sum up, the marketing activities of the Tmall cowboy Festival are indeed a highlight.

Tmall combined with the four captain brand (CK, GAP, LEE, Levi's) to do the fashion classic collocation, and selected cowboy culture KOL from various brands, to tell different cowboy spirit.

They are the new and sharp designer, Su five.

Lok Ng, the perfect artist.

Street dance KOL AHKEE, often questioned.

And insist on your love of the tide card master Ze Tian Cheng.

These KOL are independent in various fields, but have a unique persistence in tannins.

Through mining interesting stories from 12 ordinary cowboys, Tmall tells their users their cowboy spirit, so as to draw the distance between the cowboy spirit and the general public.

Of course, how can new retail be short of offline links? In October 12th, the four largest brands of Tmall jointly opened the first cowboy theme flash store in Yintai, Hangzhou, where users do not have to go through lengthy queues to make virtual fitting on the interactive screen at the scene; do not worry about the likes of goods, do not have the likes of goods, open up the online and offline pactions, line up the online code payment, and pick up the goods at the scene; in order to make these cowboy clothing brands interact with users truly, there are many interactive games on the scene, which can directly experience the relaxed and free atmosphere of cowboys.

In general, Tmall's new retailing is continuing to empower brand, consumer and industry three, leading the majority.

The rapid growth of sales, providing consumers with ideal clothing consumption life, and continuously promote the progress of the apparel industry.

The main front of brand marketing

Of course, in this event, Tmall has set up CK, GAP, LEE, Levi 's and other industries in the head business, on the one hand, to solve these businesses' own needs.

At the same time, it has also been supported by the resources of the above businesses, and the power of aggregation has triggered the outbreak of cowboy category.

In the future, Tmall will also set up more industry benchmarks through such activities as cowboy Festival.

Let the next Carnival festival for more subdivision categories be more imaginative, attract relevant categories of head businesses to participate, share resources with Tmall, revitalize the industry, and further establish Tmall's industry influence.

It can be speculated that Tmall's goal in this stage is to become the main position of brand marketing. When brands have the demand for sales, they will first choose Tmall.

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The Tmall cowboy Festival has verified the strength of category aggregation. In the future, there may be more high-quality products in the field of subdivision.