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新品迭代要18个月?天猫新零售数据赋能新品计划将打破摩尔定律

2017-08-15 16:57:36   中国经济网

对传统品牌而言,新品营销占成本的50%,成功率却只有5%。天猫新零售为海外新品引入提供了"瞄准器",有效防止"跑偏"。

新品上市即爆发已成天猫常态

依托阿里生态,天猫对消费者的全方位触达同样是品牌新品研发推广链路上的关键一环。

雅诗兰黛在推出一款眼部精华前,先请天猫会员体验新品,2万份瞬间领完,10天内收回近万份评价。2万人中又有1.4万人到天猫旗舰店回访相关产品,"回访率"高达70%,成交转化率更是提升了60%。

新品机会洞察、潜客全方位触达之后,对品牌来说,第三步才是新品上市。

今年3月,赛道之王阿尔法罗密欧天猫旗舰店正式开业,仅用了33秒时间,限量销售350台Giulia Milano便销售一空,平均每秒卖出10台,创造了豪车品牌新纪录。2016年玛莎拉蒂天猫超级品牌日中,玛莎拉蒂也曾将天猫作为新车首发阵地,并创下了18秒线上售出100台豪车的记录,震惊了整个互联网和汽车行业。

天猫新品计划同样为大规模的反向定制提供了土壤。2016年,亿滋电商团队与天猫共创,双方就后台的系统进行了打通,以实现从包装盒色彩到祝福语的高度个性化,亿滋为此重构了后端供应链体系。这一开拓性玩法被复制到今年奥利奥新品饼干唱片机的推广中,最终将品牌内部的创意"飞机稿"落地,成为刷爆朋友圈的话题性新品。

亿滋与天猫在新零售领域一项极具前瞻性的创新玩法,目前已成功引入到天猫的7大行业38个品牌的新品研发中。

"传统的新品定制很难实现批量复制化,但与天猫共同跨部门协调资源、技术和人力,双方最终完成了看似不可能的奇迹。"亿滋中国电商负责人董鑫表示。

同为快消三大巨头之一的玛氏,近日也宣布成立天猫新品创新工厂,计划依托天猫新零售,一年推出50款新品。目前已经出现的包括辣椒味的巧克力,学生最爱的铁盒装等。

数据显示,目前仅服饰行业,每年就有数十万款新品在天猫首发。从天猫超级品牌日的新品首发反馈看,基于大数据对消费者的认知和精准投放,"新品上市即爆发"已经成为天猫上的常态。而这些真正依托消费需求产生的新品,也已成为各个行业中成长最快的新兴力量。

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