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峰值成常态 天猫百亿投入助品牌天天双11

2017-08-15 17:13:16   中国经济网

经济日报-中国经济网北京8月15日讯 如果说天猫双11是全球品牌和消费者狂欢互动的盛大节日,那么这场商业变革的发起者已经下决心要把峰值转变为新零售时代的常态。

8月15日,在北京举行的天猫新商业力量盛典上,天猫宣布将投入百亿元启动"双百计划",每年帮助超过100个超级品牌打造属于"自己的双11"。

在天猫超级品牌日全面升级的背景下,一系列致力于重构品牌与消费者关系的战略将付诸实施,包括天猫与微博战略合作升级的"天V计划"、线上线下打通的"新零售秀场计划"、基于大数据和消费者洞察的"天猫新品创新计划"。

内容即消费、线上线下全渠道融合、大数据洞察驱动新制造……天猫与入驻其上的全球18万品牌之间的新零售共创正深刻地发生。

  阿里巴巴副总裁靖捷在天猫新商业力量盛典现场发言

数据显示,过去两年共有172个全球大牌获邀参加天猫超级品牌日,其中32个品牌单日销量超越双11,80%品牌销量仅次于双11。抛开销量看声量,品牌本身的美誉度和传播指数均已成为当年的最高峰。

  天猫超级品牌日为品牌打造自己的双11

发布会当天,LVMH、苹果、宝洁、雀巢、耐克、三星、欧莱雅、雅诗兰黛等全球百大品牌齐聚。阿里巴巴集团副总裁靖捷表示,未来天猫将帮助品牌实现从新品研发孵化、产品上市爆发到品牌力打造的三体贯通,其背后是天猫从满足消费需求到定义未来消费的嬗变,是传统零售向新零售的跨越。天猫与全球品牌将通过共创共同开启新零售时代。

天猫超级品牌日要让品牌天天双11

LVMH、Burberry、玛莎拉蒂、三星、松下、耐克、欧莱雅、强生、宝洁……今年6月,全球54家领导品牌掌舵人曾齐聚天猫,与阿里巴巴集团CEO张勇开了一场关于"新零售"的闭门会。仅从其后品牌在天猫的表现看,短短两个月时间,天猫与品牌之间的新零售已经全面落地,开始引领消费潮流。

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