How to operate the next generation of Tmall flagship store? These four items have been collected!

　　On June 25, Tmall announced the "Flagship Store 2.0 Upgrade Plan", which will help brand merchants better operate consumers through the upgrade of tools and products to continue to achieve rapid growth.

　　After the new upgrade, how should the next generation of flagship stores be operated?

　　At the press conference that day, Gu Mai, general manager of Tmall Fast Consumer Products Division, summarized and shared four points of practical information - from consumption upgrade to consumption grading, using big data to achieve category upgrades, first-time consumption mental creation, and data-enabled categories, supply chain and marketing management. The upgrade of Tmall flagship store will provide brands with rich products and tools to help brands independently operate consumers and achieve supply-side optimization.

　　With the changes in the economic environment, consumers are becoming more and more diversified, and consumption grading and supply-side optimization are gradually being put on the agenda. P&G, Unilever, L'Oreal... Almost all big-name CEOs are talking about how to sink the market. "In this process, live streaming has brought huge growth to the brand's decline," Gumai said: Taking beauty and makeup as an example, on Tmall 618, live streaming brought a transaction rate of up to 11% to the brand. Among these new orders, 49% of the cities came from 4-6 line users. Obviously, through the anchors and opinion leaders on Tmall, the brand has been able to achieve accurate channel sinking.

　　Flexible use of new retail technologies launched by Tmall, such as smart modeling and content marketing, can establish a new consumer mind for brand upgrades . Lancome is an excellent example: bringing brand marketing to France through global landmarks, using the all-star plan to achieve accurate reach of fans, and then using content operations to break through the Internet gameplay, bringing incremental growth to the brand's global sales. This series of measures allowed Lancome to surpass Pechoin in one fell swoop last year and become the beauty champion of Double 11.

　　As the most famous beauty list in Japan, COSME recently came to Tmall to open a store and has also gained a lot of benefits. Tmall helps it bring mobile live broadcast rooms offline and interact with more consumers. This model will also be accumulated as an important model of flash sales , bringing cross-border increments to the brand.

　　How can brands achieve omni-channel growth? Gumai also gave an example - in the past three years, Watsons' online stores have only accounted for about 3% of its total business, but by helping Watsons achieve a closed loop of members, Tmall has seen more opportunities for in-depth cooperation and win-win results between the two parties: through light stores, helping Watsons' Sku digitalization of Watsons' stores, regional consumers can more conveniently visit and purchase, and even realize reservations and timely delivery of store codes, continuously improving the service experience.

　　In addition, in future stores, brands will be able to use Tmall's AR shopping guide functions such as makeup test mirrors and skin testing to provide consumers with a more seamless consumption experience through technology.

　　"We see that the future business will become more and more intelligent . In the future, Tmall will use product-based methods to achieve the ultimate consumer experience." Gumai said, "The Tmall fast-moving consumer goods industry will design a new track for brand upgrades from four angles: create demand with marketing and continuously innovate; change traffic operations to consumer operations, complete transformation with technology; build more new consumption scenarios; create a better consumer experience."

　　It is reported that before Double 11 this year, the "Flagship Store 2.0 Upgrade Plan" will be open to all Tmall merchants to help merchants transform into new retail in an all-round way. Tmall will also make great investments in product and technological innovation. The "Flagship Store 2.0 Upgrade Plan" will also become the engine for merchants to operate digitally in the new retail era . In the future, consumers' online shopping experience will even be more "real" and "smart" than offline.