Tmall’s smart pie prototype, escorting new retail precision marketing

The Tmall Smart Pie prototype can enter the precise scene and make precise distribution, thereby helping the brand to acquire offline users more accurately. The new retail 'secret weapon' Tmall Smart Pie prototype is released, which is bound to detonate the new retail. On August 29th, Tmall's new retail open class FMCG special was held in Dongguan, and Tmall's 'New Retail Secret Weapon' smart model prototype that Tmall spent half a year preparing was also unveiled at the scene for the first time. In just two hours, 3,000 trial packs of more than 20 brands were robbed: clear mouth crackers, Nongfu Spring Northeast Fragrant Rice, Haichang Eye Contact Lens Care Solution, Morita All-day Moisturizing Facial Mask, Adidas Men’s Power Brands such as Durex, which is often a topic of marketing, such as the transparent oil-carbon refreshing cleansing cream and Cocovel fragrance shampoo, are also coming to take the new retail express train. Durex and Jissbon 'clash' on the Tmall smart pie prototype, respectively taking out KY lubricants and ultra-thin condoms to attract consumers. Consumers only need to open the mobile phone Taobao or mobile Tmall to scan the code, select the product of interest on the smart pie prototype, and then scan the code to pay a penny to receive the product of interest. The new retail'secret weapon' Tmall smart pie prototype comes out! At the same time, consumers become fans of the brand's flagship store on Tmall after the completion of the act of receiving the trial outfit. For brands, this is an excellent channel to get members. When many FMCG products launch new products, they will choose to send samples to allow consumers to try new products and help brands expand their popularity. However, there are three major problems with traditional pie samples. One is that the scene of the pie sample is difficult to be accurate; the second is that the distribution is wasteful because the trial is actually not tracked; the third is how to operate those who go home for the trial. According to Zhu Haowen, director of new retail of Tmall FMCG, Tmall’s smart pie prototypes can enter precise scenes, such as supermarkets, university campuses, or areas of maternal and child populations, for precise distribution, thereby helping brands to obtain more accurate lines. Down the user. At the same time, this is also a full-link solution, which not only sends samples out, but also triggers consumer behaviors such as subsequent purchases. Xue Wei, general manager of the Greater China region of the Coty Group's popular cosmetics division, believes that for the brand, the most fancy is that the Tmall smart pie prototype can'screen' users, and make accurate distribution according to the characteristics of consumers, so as to understand consumers. Through the secondary operation and interaction, consumers will truly fall in love with the brand. The Coty Group is a global beauty giant and pioneered the modern perfume industry. It also spent more than $10 billion three years ago to win more than 40 Pu0026G brands. Currently, Tmall’s smart pie prototypes cooperate with merchant brands mainly in the fast-moving fields such as beauty, care, health, food, mother and baby. Next, Tmall’s smart delivery opportunities will appear in Beijing, Shanghai, Guangzhou, Shenzhen, Dongguan, Wuhan, Xiamen, Chengdu, Nanjing, Zhengzhou, Chongqing, Xi’an, Changsha, Taiyuan, Suzhou, Hefei, Dalian, Tianjin, Nanchang, Shopping centers, universities and hypermarkets in 22 cities across the country, including Qingdao, Shijiazhuang, and Jinan. Zhu Haowen said that in the future, Tmall will cooperate with many brands. Within two years, Tmall's smart model will become the'world's largest smart model center'. The appearance of the Tmall Smart Pie prototype also brings new imagination to the FMCG brand. On the same day, thousands of global brand executives, including Miaojie, Innisfree, Leyou, RT-Mart, etc. gathered at the scene. Nestlé, Coty, Tsingtao Brewery, etc. and Tmall signed a new retail strategic cooperation on the spot. As the main force of Alibaba's new retail, Tmall New Retail is restructuring and releasing productivity, allowing more niche brands to compete with global brands, and even overtaking in corners. Up to now, nearly 100,000 smart stores covering mainstream cities in China have been promoted to help brands realize online and offline connections to millions of stores.