"From supply to consumption, and from consumption to industry, the new Taobao and Tmall apparel uses the DTC model to help apparel brands digitally transform, join hands with merchants to create and win-win, and work together to create goods and services that exceed consumer expectations." Qiao Qiao, General Manager of Apparel and Fashion of Taobao and Tmall Industrial Development and Operation Center, clearly explained the connotation of the two-wheel drive growth model.
With consumers as the center, Taobao and Tmall play a game of chess to drive the business growth of apparel merchants.
From the past era when commodities were king, to today's consumer-centered era, to the future era of industry collaboration, Taobao and Tmall have exerted their DTC model. , focusing on the four aspects of "people", "goods", "field" and "service", the platform provides merchants with full life cycle consumer operation and commodity operation capabilities, and provides high-quality, sustainable digital service solutions , To help apparel brands achieve value upgrades.
strives to be closer to consumers, is consumer-centered, understands and meets the needs of 1 billion consumers, extends from the transaction itself to influence consumer decision-making and user experience, and serving consumers well is what Taobao, Tmall and merchants coincide with point of view.
As a well-known domestic clothing brand, Peacebird has always maintained strategic synchronization with Taobao and Tmall, and has also become a beneficiary of platform optimization and upgrading. It has successfully transformed from the "adult crisis" and has become a well-known fast fashion brand pioneer in China. In the Taobao Tmall "Super New Series" cloud show launched for the first time at the end of July, the popularity of the Peacebird live broadcast room exploded, and it once reached the top 3 of the overall style women's clothing list. The sales volume of the live broadcast room reached 5 times the daily store broadcast efficiency.
“Taobao and Tmall have always been the first place for Peacebird’s e-commerce operations.” Ying Haijun, general manager of Peacebird E-commerce, said that in the future, Peacebird will continue to use new technologies and scenarios to launch more new products to display to consumers through cloud shows. Make more effective online contacts, and continue to join hands with Taobao and Tmall on the road of fashion exploration. The old brand
has been rejuvenated, and new brands are also unstoppable. Many "new faces" have successfully completed cold starts on Taobao and Tmall, and have become the new favorites of consumers.
Tmall's sales reached tens of millions in the first year of opening its store. Even affected by uncertain factors such as the epidemic, it still maintained an average annual growth rate of more than 100%. Zhizhi, a new clothing brand, has a rational and clear understanding of its own explosive growth: accurate Plant grass and choose the right platform. Duan Lian, partner of Zhizhi Clothing, said, "We hope to design clothing with oriental aesthetics that contemporary young people can wear every day. Taobao Tmall provides the best stage for emerging brands to express themselves."
Qiao Qiao introduced that Taobao Tmall The "new brand plan, pathfinder plan, billion club + tens of billions plan" released by clothing this time, Three vertical upgrade services of "product content, new series of IP and new live broadcast" will be provided to all apparel merchants; at the same time, more new forces will be introduced, including the joint apparel upstream and downstream industry ecology, targeting style brands, designer brands, and celebrity trends. We will build an exclusive incubation track for new merchants and new brands in six major trend tracks, including brands, and openly link leading merchants and professional institutions to build a fashion industry think tank.
It is reported that more than 1,000 clothing brands have annual sales of over 100 million on Taobao and Tmall in the past three years. In order to further help brand merchants break through business growth bottlenecks and achieve industrial upgrading, Taobao and Tmall Clothing will focus on supporting 100 brands with annual sales of over 100 million. 1 billion jump, helping 10 brands hit the 10 billion target.
Taobao Tmall clothing
Helped 100 brands that exceeded 100 million to achieve the jump of 1 billion, and 10 brands hit the 10 billion target
In addition, Bain, a global consulting organization, found on-site In the white paper "Embracing the Future: Winning Techniques for Apparel Brands with DTC" released by the Post, the platform value of Taobao Tmall apparel has also been recognized by professional institutions. Chen Yan, an expert and associate partner at Bain & Company, pointed out that Taobao Tmall is the best DTC The practice platform continues to accompany the growth of apparel merchants, and the platform and merchants work together to seize the opportunities of the times.
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