Empowering brands, 37 global groups and Tmall jointly build innovation centers

　　Today, as the Internet is becoming more and more intense, brands are paying more attention to online business opportunities. Behind the sales figure of 168.2 billion yuan in "Double Eleven" in 2017, what we see is not only the growth of numbers, but also the comprehensive upgrade of consumption.

　　On January 17, Laogao E-commerce Circle was invited to represent self-media as Alibaba Tmall New Product Innovation Center, and discussed with dozens of media and global high-end group brand representatives to the new retail era, how to use big data to develop new products through empowering brands.

　　Tmall New Product Innovation Symposium on January 17, 2018 Tmall New Product Innovation Symposium on January 17, 2018

　　The era of consumption upgrading, redefining innovation

　　For influential companies around the world, new products are a well-known help for brands to lead the trend and seize the market. Brands spend 50% of their research budgets every year on new product research and development, but the success rate of new products is only 5%. How to define the R&D direction of new products? How to minimize risks, empower returns among a group of new products, and take the lead in understanding market opportunities? These are key factors that decision makers have to consider.

　　In the view of Ding Liming, vice president of e-commerce at Quanmian Times, many product innovations are currently iterating on the original products. Maybe it cannot invent an Apple phone like Jobs to change the world, but some micro-innovations can be made in existing products to make consumers feel more comfortable and experience more pleasant in eating, drinking, and having fun, so that consumers realize that it is not just for consumption for physiological needs, but more on the spiritual level.

　　"From the innovation of toys, innovation not only requires developing toys that children like to play with, but also needs to meet parents' expectations for their children and explore future trends." Frida Zhang, senior marketing director of Mattel China, explained innovation from the perspective of toy categories.

　　Tmall New Retail New Product Plan Tmall New Retail New Product Plan

　　Difficulties and pain points of new product innovation

　　In the process of research and development and innovation of new products, they will encounter various difficulties and pain points. How to introduce successful foreign products into China? How to ensure the possibility of successful launch of new products? How can fast-selling companies innovate? Local verification is difficult to represent the overall situation, the development system is expensive, and it is difficult to adapt to the market rhythm.

　　In the past, there might be a group of people storm together, and then some research reports are used. Illusion consumers have such a demand and make the product look like an illusion. After coming out, I found that 95% of consumers do not like it very much.

　　In response to the above questions, Zhao Wenfeng, marketing director of the personal care category of Unilever North China Asia, gave his personal answer. Zhao Wenfeng said that in terms of the home care industry, there are "six majors" in this industry: big market, big brands, big new products, big marketing, big circulation, and large scale. These "six majors" have been a manifestation of high efficiency in the past.

　　However, in recent years, the rise of e-commerce represented by Alibaba has become more and more common, and customer demands are becoming more and more iterative, segmented, verticalized, and niche, which means the high efficiency brought by the previous "six major" models. In today's era, it represents inefficiency. Now is an era of "small and beautiful" breaking "big and refined". It is necessary to use the empowerment and tools provided by big data, new retail, and new product creative centers to turn 6 big into small, fast, accurate and refined.

　　Empowering brands, Tmall big data model doubles the benefits of new product incubation

　　Together with each brand, Tmall New Product Innovation Center is based on Alibaba's big data and small sample surveys. With the support of the six research models, the key pain points of brand incubating new products have been broken one by one, and the brand's new product incubation cycle has been reduced from 18 months to 9 months on average, and the sales effect has doubled.

　　Taking Mars as an example, we have jointly innovated product solutions with Tmall New Product Innovation Center, and produced small-scale products at the Mars Experimental Factory. Through market trials and rapid testing, data feedback guides the agile iteration of the experimental factory. According to this new method, Mars has launched spicy chocolate on Tmall, and its subsidiary Dove will launch a customized New Year gift box on the eve of the Spring Festival, a book of blessings.

　　"We have accurately predicted the sales that it may have on the Tmall system and Alibaba system through the data model of the new product innovation center. Next, our supply chain can be customized for production and sales." Zhao Wenfeng said when sharing the use of the Tmall New Product Innovation Center.

　　Tmall New Product Innovation Center will also provide professional customized solutions for brands. As a high-end brand of L'Oreal, Xiulike has always focused on medical beauty abroad and is positioned as a mature lady with high consumption. However, after entering Tmall in September 2016, it encountered serious discomfort in the Chinese market, which is mostly young. Through the research and assistance of Tmall New Product Innovation Center, Xiulike adjusted its strategies in a timely manner, mainly promoting acne removal and moisturizing series for young people, and the paid promotion ROI increased by 71% month-on-month.

　　"Cooperating with Tmall New Product Innovation Center is to cooperate with Alibaba's entire new retail ecosystem." Du Xinsheng, head of Mars China's cross-category innovation center, said at the strategic press conference, "For us, the customization of new products has always been a major pain point, but Tmall New Product Innovation Center can provide many possibilities. Alibaba's perfect ecosystem can trace changes in consumer consumption behavior and empower brands through data visualization."

　　C2B innovation factory incubation results C2B innovation factory incubation results

　　37 Groups and Tmall jointly build new product innovation center

　　In 2017, 200,000 brands around the world released a total of 12 million new products on Tmall. On Tmall, the world's most core new product launch platform, global brands have gained the key impetus for sustainable development. 37 high-end groups have signed strategic contracts, including global first-tier brands such as Mars, Procter & Gamble, Mattel, Samsung, Estee Lauder, and Quanmian Times. The model of developing new products created by all parties using Tmall big data is showing pioneering value.

　　The GAP flagship store has accumulated millions of fans from Tmall. Burberry's Tmall Super Brand Day has accumulated nearly 5 million high-end and fashionable people with the empowerment of Alibaba's big data. New product research and development will undoubtedly be another key capability for global brand development.

　　The data presented at the Tmall New Product Innovation Center is the real behavior of consumers, simulating the real shopping environment of consumers. Where can some more optimization be done? Consumers' lives are not only about buying, buying, but also about fragmented time distribution.

　　"When cooperating with Alibaba's ecosystem, you can bring consumers from entertainment and socializing to shopping and shopping scenarios, and then understand their transformation scenarios when they come from entertainment and their consumption behavior in the purchase scenario. All these things are traceable and help us have a better judgment on the future." Du Xinsheng, head of Mars Wrigley e-commerce and head of China Cross-category Innovation Center, said.

　　Regarding the development of new products with Tmall with big data, Ms. Xiuxun, director of Tmall's brand marketing product department, concluded that from product marketing and consumer interaction to product research and development front-end, the Tmall New Product Innovation Center will continue to play this pioneering role in the future. Tmall integrates the platform's advantages and data capabilities, and jointly develops and creates a new SKU based on big data and brands, which not only accelerates the transformation of "new manufacturing", but will also help the supply-side reform of the global economy.

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