On the one hand, it is a new online brand that needs to develop soil, and on the other hand, it is a platform with 1 billion consumers, 100 million+ generation Z users, and the growth of the most cutting-edge brands in China. When the two parties meet, the cutting-edge brands that take the small needs of subdivided groups as the entry point will complete the transition from 0 to 1 faster with the help of Tmall, and continue in the whole cycle and even the global growth methodology precipitated by the platform. grow. Author of
| Zhang Wei
The transformation of traffic structure is an irreversible trend. Driven by the recommendation logic, the algorithm has been very accurate in guessing and outlining the portraits of the same group of people, which has resulted in the division of countless sub-groups, and countless new consumer brands that define sub-groups. come.
At the same time, the meaning of segmented groups is not the same as that of minority groups. Placing the small needs of segmented groups in the context of the domestic consumer market of tens of trillions of dollars, the potential of any trend track should not be underestimated.
On May 7th, at the Tmall Food Industry Merchant Conference and "Global Food Feast", Tmall released ten trends in food consumption, including extreme taste, healthy ingredients, fresh short-term guarantee, high-quality ingredients, exquisite lazy house, etc. Behind each trend is the emergence of a large market of tens of billions or even hundreds of billions driven by small new demands.
For new online consumer brands, relying on a large platform is the best way to embrace a large enough consumer market. Such a large platform, such as Tmall. According to Kantar data, China's new product market has grown by 76% in 2020, of which more than 50% of the new products were first released on the Tao Department platform.
On the one hand, it needs the soil of the platform. On the other hand, as a platform with 1 billion consumers, 100 million+ generation Z users, and the largest number of emerging brands in China, Tmall, which is entering its 13th year, is already in its 13th year. It is no longer just providing simple product price docking and pit support. Simple traffic operation has been transformed into brand and consumer operation. Tmall has developed its vision from commodities and categories to the whole industry chain.
So when the two parties meet, the cutting-edge brands that take the small needs of subdivided people as the entry point will be faster from 0 to 1 with the help of Tmall, and will be precipitated by the platform. continued growth. Heyuan Restaurant, which has entered the field of semi-finished dishes from catering, Huang Xiaozhu, who is developing the fast-food fresh porridge track, and Mishianshuo, a cutting-edge brand focusing on controlling card light food, are all such representative cases.
01The new product was launched, and it became a hit
Founded in 2009, Heyuan Restaurant is a mid-to-high-end Cantonese restaurant with two stores in Guangzhou. It is one of the first batch of 50 must-eat restaurants, Black Pearl restaurants, and Michelin plate award restaurants in the country. And the area is very large and the assets are extremely heavy.
This also makes it difficult for Heyuan Restaurant to expand outward through continuous opening of stores in terms of capital cost and time cost. Along with the changes in the staple food structure and consumption patterns of the consumer market, the retailing of catering has gradually become a popular trend, which has also provided Heyuan Restaurant with an opportunity to go global.
From the determination of the retail sector strategy in June 2020 to the official launch of the Tmall flagship store in December, whether the online consumption strength and consumption space can accept the Heyuan Restaurant based on high-end ingredients is still their hidden worry. However, leveraging on the Tmall New Year's Day and the annual cooperation with Weiya to complete the hot start, at the time of the local New Year and the surge in demand for family banquets, Heyuan Restaurant sold nearly 6 million fish maw chicken at a price of 499 yuan per serving. Yuan, completely exceeded the original expectations.
Up to now, Heyuan Restaurant still maintains a healthy growth, with an average unit price of more than 1,000 yuan. Through the precise crowd reach provided by Tmall, Heyuan Restaurant has also maintained positive interactions with some high-net-worth users, and has become more confident in its own investment. A total of 7 Michelin restaurants have been united, and Heyuan Restaurant plans to provide flexible production of the supply chain and customized chef services to accelerate the pace to occupy the minds of high-net-worth people in the family banquet scene.
Congee itself is not a small track. The sales of instant noodles and eight-treasure porridge are about 30 billion yuan and 20 billion yuan respectively in the two super items in the instant fast food industry. Soup-type fast food is also growing rapidly. But different from the traditional eight-treasure porridge with added preservatives and products using freeze-drying technology, the fresh porridge launched by Huang Xiaozhu is a new category. Direct microwave heating or water bath heating to eat.
Tmall is the first stop of Huang Xiaozhu's launch. Huang Xiaozhu's CEO Zhu Xiaohui, who has had brand and operational cooperation with Tmall before this venture, believes that Tmall has a strong sense of support for emerging brands. From the small details to the data terminal to the backstage, all aspects are "almost perfect". Even Huang Xiaozhu, who has just been online for less than a month, can be absorbed into the new brand plan.
Feng Qiuwan, the founder of the healthy light food brand Mexianshuo, is also an old friend of Tmall. In P&G's ten years of experience, Feng Qiuwan has been in charge of the online beauty department for five years. Early on, she noticed that there are a large number of high-net-worth young female users between the ages of 18 and 35 on Tmall. Their pursuit of health and beauty is very exquisite.
used to serve this part of users through skin care products, but Feng Qiuwan also found that they still have great unmet needs in food and beverage categories, so she hopes to use beauty's insight and understanding of consumers to serve the same group People, with a new healthy food, provide a new healthy way and life attitude.
Mixian said that its flagship product, Smoothie, pinned such expectations. This type of subdivision product originated in Europe and the United States and has been popular for a long time. It is a very popular healthy eating method in the European and American supermodel circle, Hollywood star circle, and European royal family circle. Under the innovation of freeze-drying process, every fresh said to make it more suitable for the usage scenarios of Chinese consumers. After brewing with liquids such as water, milk or coconut water at 50 to 60 degrees, it can be made in 3 minutes. A healthy, nutritious meal.
On the basis of excellent product skills and in-depth consumer insights, every fresh said that once it went online in March 2021, it won the favor of Tmall, and successfully obtained the ticket of the captain of Tmall Chaopin Day; then On the Weiya live broadcast room, 60,000 boxes were sold short in 19 seconds, and the total sales in the first month of listing exceeded 200,000 boxes.
02New brand start-up, first choice Tmall
In Feng Qiuwan's view, the systematic empowerment of emerging brands by Tmall food industry is very systematic.
From front-end user insights, invite third-party consulting agencies to make trend predictions, help brands discover market trends, and discover opportunity tracks and opportunities through big data. In product development and new product testing, the Tmall Innovation Center (TMIC) can significantly improve the success rate and shorten the R&D market. After the product is launched, there will be product support such as category day activities, super product activities, and big promotion activities.
Taking Mishianshu as an example, in the last category day, since it was difficult for new brands to independently bear the cost of cooperating with a single star, Tmall packaged the rights and interests of many emerging brands and invited actor Xuan Lu. After that, Tmall will also talk to every freshman about the health of the development, what kind of channels to open up in the next stage, and what kind of anchors to connect with, "hand-in-hand teaching".
The ability to provide a complete set of solutions for brands from a business perspective is also the direction that Tmall Foods will focus on and improve this year. If it is said that leading the consumption trend, building the market, building the mind, and improving the purchasing experience on the consumer side are the basic guarantees that Tmall has made for all merchants on the platform, when it comes to the merchant side, Tmall provides mature brands, emerging brands and industrial belt brands. , each has its own enabling methodology.
Among them, for emerging brands, Tmall will provide more opportunities for brand communication, help to consolidate more basic capabilities, step by step from small marketing activities to participation in large-scale activities, and enhance brand power and brand barriers. , to assist in the completion of advanced growth, and there is the possibility of becoming an omni-channel brand.
Tmall Foods New Brand Creation Camp was also created along this line of thought, and will become the core position for the incubation of new and cutting-edge brands, which has developed into the third year. In May of this year, 100 new Tmall brands represented by Huang Xiaozhu and every fresh talk will continue to receive several months of coaching and empowerment from product power, marketing power, brand power, capital power, etc. Exchange opportunities for excellent Tmall brands such as Zhong Xuegao, Weinian, Yongpu Coffee, Wonderlab, and Kongke.
In addition, Tmall also has many layouts in various aspects such as improving the digital operation capabilities of merchants, building a merchant service ecosystem, upgrading logistics capabilities, and optimizing rules and mechanisms.
Not only that, but Tmall Foods also cooperated with Taobao Live, together with ten head anchors such as Wei Ya, Li Jiaqi, and Sydney, serving as the top ten consumer trend discovery officers of Tmall Foods, as well as trend products composed of nearly 100 Taobao anchors Appreciation group, in-depth exploration of consumer trends and consumer brands, and has the ability to quickly amplify and detonate them.
In the docking communication between Huang Xiaozhu and Tmall Xiaoer, Zhu Xiaohui mentioned that Xiaoer already understood what Huang Xiaozhu wanted to do before he briefly introduced the product and did not explain it in depth. It feels like Xiaoer has been waiting for Huang Xiaozhu to make a product and come to Tmall.
Because I have seen a lot of industry data and have a certain prediction of the future industry trend, Xiaoer must also know that no matter how small the demand is, there is also a big market in Tmall.
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