Tmall Double 11 in 2020, in addition to changing from Singles’ Day to nunchaku, the discount time is three more days, and the most important change for consumers is that they can shop and buy more fresh things. The new brand
is the biggest contributor. The first wave of pre-sales passed. 357 new brands reached the top of their respective sub-categories on November 1. The sales of 1,800 new brands on November 1 exceeded that of last year's 11.11.
On the double 11 Qianniu Toutiao broadcast site, the "Seller" reporter interviewed San Xiao, the head of Tmall's marketing department, and shared the specific performance of this year's new brands and domestic brands. The following is a collated and edited interview and dialogue transcript.
"Seller": What is the overall performance of the new brand in the Tmall Double 11 this year?
Three Roars: This year's Double 11, the collective outbreak of new brands is a very special highlight. We have counted that more than 50,000 new brands participated in Tmall Double 11 for the first time this year. Because of such a force, this year we have specially created a Tmall Double 11 brand guarantee plan for new brands and created a special brand for new brands. Some tracks, special gameplay. During the first wave of sales of
No. 1 to No. 3, these new brands showed great explosive power. More than 1,800 new brands sold more on November 1st than last year’s Double 11, 94 of which had a 10-fold increase in sales on November 1st year-on-year, and 357 new brands on November 1st Topped the first place in their respective sub-categories. The outbreak of these new brands of
on Double 11 really gave us a big surprise, exceeding our expectations as well as the expectations of our brand partners.
Moreover, we also believe that this is only the first wave, and we are also looking forward to the second wave of a huge explosion of the new brand.
"Seller": How can old domestic brands take advantage of this week's marketing to rejuvenate?
Three Roars: During this period of time, domestic products and national trends have been a hot spot for young people. For many young people, domestic products have gradually become synonymous with high-quality, high-value, high-quality, and high cost performance. Imports and domestic products are actually a unified starting line.
on November 1 this year, 100 brands had sales of over 100 million in two hours, and four of the 10 brands that exceeded 1 billion were domestic brands. This may be difficult to imagine before. Among the domestic brands of
, a very important force is the time-honored domestic brand. The time-honored brand combines Tmall’s marketing capabilities with commercialization, and is slowly incubating its own second-generation new brand.
For example, Meganet has slowly incubated a new brand called Yuze in the past few years. Yuze's snow repair freeze-dried mask sold 140,000 copies on November 1st, leading the trend of domestic beauty makeup. In addition, a toothpaste set of Yunnan Baiyao also sold more than 100,000 models.
These are our time-honored domestic brands through the Tmall platform, through the improvement of quality and brand to achieve a comprehensive explosion in Double 11.
Of course, this also thanks to our consumers, especially young consumers. As our cultural self-confidence improves, their acceptance and love of the entire new Chinese products are also constantly improving.
"Seller": This year, on Tmall Double 11, what are the ways to play offline and online linkage?
Three Xiaos: We are still doing the core linkage with offline business circles.
We have created the "Tmall Ideal City" project in 8 cities, and brought industry businesses to the most important business districts in 8 cities, bringing consumers a huge brand experience.
consumers go offline to check in, and they can return to our Taobao life to do some online interactions. Both offline and online, you can participate in Tmall Double 11. This year, we put our first event in Wuhan, the city of heroes, where there was a huge opening ceremony.
"Seller": What did you personally buy during Double 11?
Three Roars: This year double 11, in fact, my most important thing is to realize the mobile phone fully embrace the 5G era. I also upgraded my phone to iPhone12 and bought a Huawei Mate40 for my wife.
Also, this yearThere are many new brands, such as the baby's snack brand "Baby is greedy", so I also bought some snacks for my baby. This is very characteristic, and you can also try it.
