Tmall low-temperature milk super category day created the first Top1 record in the category, and achieved a big explosion in category sales through global marketing and new retail gameplay: the explosion coefficient of the six major captain brands exceeded 40 times, the highest sales of captain brands exploded nearly 100 times, creating 76 new hot products, Guangming Suixin ordered flagship store single-day single-store sales exceeded one million, and the brand's entire network platform single-day sales successfully ignited the low-temperature milk market.
The market for low-temperature milk is about to explode. Four major trends lead the "fresh" trend
sales results are by no means accidental. Through data prediction, Tmall predicts that under the trend of upgrading consumption for the whole country, the era of low-temperature milk in China is about to come.
low-temperature milk is made of raw milk as raw material, and uses pasteurization method at around 72-85℃, which requires refrigeration and storage. Compared with room temperature milk , it can better maintain the nutrients and flavor of milk. In developed countries in Europe and the United States, the consumption ratio of low-temperature milk to room temperature milk has reached 6:4, while my country's consumption ratio is only 3:7. In the low-temperature milk market with an overall market scale of 300 billion, low-temperature milk only accounts for 20%, and there is huge room for development.
Starting from 2017, as the market cold chain layout gradually improves, brands have begun to diversify, and the low-temperature milk market is about to explode. Xiuxun, director of Tmall Brand Marketing Center, said that in the past two years, Tmall's low-temperature milk consumption has shown explosive growth, with the number of purchasers and unit-customer prices rising steadily, and the growth trend of low-temperature milk is very fast.
By analyzing industry trends and user consumption habits, Tmall Super Category Day and Tmall Innovation Research Center released the "Low Temperature Milk Trend White Paper", predicting that the future prospects of low-temperature milk products will reach more than 30 million, presenting four major trends: quality cold chain, extremely fast freshness, low-temperature imports and healthy enjoyment. At the same time, with the improvement of the high-quality cold chain system, the supply and demand distribution of regional restrictions will be broken, and the market is about to explode.
Behind this Tmall Super Category Daily Low-temperature Milk Event, it is also inseparable from the various advantageous channels under the Alibaba system, the support of Anxianda cold chain warehousing and distribution system, and RT-Mart linkage, opening up offline channels, allowing low-temperature milk locks to benefit more consumers, and creating an innovative business paradigm of full ecological links in the low-temperature milk industry.
super fresh marketing to create the ultimate experience of fresh taste buds
In order to let consumers feel "very fast, fresh, and fresh in vitality", Tmall Super Category Day has joined hands with low-temperature dairy captain brands such as New Slan, Mengniu , New Hope, Yili , Lechun, Guangming to carry out diversified marketing and publicity, convey the concept of drinking fresh and good milk, quickly igniting the market's awareness of low-temperature milk products, and accumulating momentum for the emergence of hot products.
The "72-hour umami pasture" jointly created by multiple brands was airborne in Shanghai Heshenghui, a pure and fresh green pasture, and was airborne in a reinforced concrete city. Through vision, hearing, smell and taste, the delicious sensory immersive three-dimensional experience in the lush grass and trees allows consumers to personally experience the fresh and delicious life concept. Try it at the event site and you can place an order online immediately. The opening ceremony of the experience hall was attended by Tmall and senior executives of low-temperature milk brands, and a roundtable discussion was held to discuss the innovation and reshaping of the dairy industry by new retail.
At the same time, the freshness that airborne in Shanghai was also presented by Tmall and New Zealand. The event broadcasts the entire process of New Zealand fresh milk from New Zealand ranch, milk tanker transportation, factories, air freight, customs to foreign logistics and distribution. Within 72 hours, the innovation of fresh milk from New Zealand ranch to Chinese consumers was completed, allowing consumers to witness the freshness with their own eyes.
Two full weeks, the low-temperature milk category has created a new concept marketing atmosphere of upgrading low-temperature milk online and offline across the country. In Lechun Chengdu store, we carry out interesting AR experience marketing and win 520 store event experience coupons on site.Offline, 169 RT-Mart stores across the country jointly launched a category day event, allowing consumers across the country to experience 4-degree fresh low-temperature milk.
In addition, Tmall Super Category Day launched a heartwarming "Fresh Women's Illustration", which caused widespread discussion on social media. The 3-minute viral video tells the experience of independent women working hard in the city. With the total number of views on the entire network, the "Fresh Women's Picture Book" quickly browsed all over the Internet, conveying the attitude of fresh urban life and marketing with emotional touchpoints. Behind the successful detonation of the
low-temperature milk project is Alibaba's powerful big data empowerment, which opens up the entire brand's entire link from ranch to product sales through timely insight into market demand. The venue page of this marketing event is also unique and innovative. Due to the short-term insurance period of low-temperature milk and cold chain distribution, sales are highly regionally distributed. Online marketing Tmall Super Category Day specially customized a regional personalized page plan. The event customized a personalized page display based on the regional distribution of merchants and cold chain distribution, as well as Alibaba Ecology's user big data, that is, users in the southwest region have priority to see the display of a certain type of low-temperature milk goods in the southwest region. Such regionalization + exquisite push with thousands of people and faces allows merchants to quickly and accurately capture the potential customers on the entire site, and provide regional distribution links. At the same time, it also provides more consumers across the country with fast-reach and ultimately fresh-locking low-temperature milk consumption experience.
opens up the boundaries of brand marketing and upgrades the quality of life demand
For consumers, Tmall Super Category Daily accurately understands the needs of potential customers. Through thoughtful emotional marketing, three-dimensional immersive experience, and joint category merchants offline and full-link marketing, the ultimate fresh low-temperature milk will be quickly ignited in the market, and the fresh, healthy and nutritious quality urban lifestyle represented by the low-temperature milk category will plant grass minds and lead to upgrade consumption concepts and quality of life.
Tmall Super Category Day is a concentrated reflection of its comprehensive strength in Alibaba's ecosystem. Through online matrix marketing activities and the construction of offline new retail experience scenarios, Tmall Super Category Daily has opened up the boundaries of brands, from exploring market trends to integrating multi-brand marketing implementation, the full link of brand marketing has been achieved. While optimizing product definition, supply chain, marketing and other links, we will jointly improve the quality standards of industry products.
In the new retail era, Tmall empowers brands through full-link marketing, establishes consumer brand awareness at the first time, and at the same time, through big data means, collects feedback on consumer experience and customizes personalized product consumption experience.
At present, Tmall Super Category Day has empowered diverse categories such as sun protection, milk powder, tea, running shoes, laundry detergent, canvas shoes, etc., to explore industry trends and create category hot products. It can be foreseeable that more industries will also embrace the marketing methods of new retail, deeply integrate resources, and work with Tmall Super Category Day to upgrade consumers' lives with the ultimate shopping experience.
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