Taking the Tmall flagship store as an example, based on GROW2.0, how can a brand formulate a digital growth program with both strategic clarity and practicality? Tmall FMCG based on the definition of people, meet people, activate people three steps, based on the growth of the segmentation track, the growth of the crowd tools and the new supply-driven growth, linked to a series of horizontal support capabilities of the Ali Group, to empower the brand to find the right direction and realize the landing.
The first step is to define the people, 2019 Tmall FMCG has a full volume of crowd natural clustering, put forward eight strategic crowd, empowering brands to discover their own segmented growth track.
Activating people, 2019
In 2019, Tmall FMCG and AliMom Marketing proposed the "Joint Brand Crowd Growth Cooperation Model" for the first time, aiming to use the two sides' capabilities in consumer marketing to find a new channel for brand crowd growth.2020 AliMom and Tmall FMCG will work on the joint In 2020, AliMom and Tmall FMCG will further link up on the Joint Brand Crowd Growth Program (JCGP), and y integrate with GROW around the key goal of "brand crowd growth in the whole chain", and also release a "fully managed service provider ecology" for digital captains to achieve integrated solutions in the areas of data insight capability, creative marketing capability, and basic operation capability. It also released a "full managed service provider ecosystem" for digital captains, which realizes comprehensive communication and strengthening in data insight, marketing ability and basic operation ability to create a closed loop from strategy to landing, and empowers brands to land and grow in many scenarios within the ecosystem.
In addition, Flagship Store 2.0 helps brands effectively operate consumers through the upgrading of tools and products, and assists merchants in comprehensively transforming into new retailers in order to continue to achieve high-speed growth. Specifically, Flagship Store 2.0 includes crowded operation and member operation. It realizes continuous activation from the brand's private domain dimension.
Finally, returning to the "fulfillment of people", the continuous fulfillment of consumer demand and the enhancement of per capita value output (ARPU) are the most critical issues in driving growth. In this regard, Ali, relying on its strong computing power and innovative genes, has provided solutions for the "science and art" of the DT era.
Search and recommendation technology relies on powerful computing power, Ali through algorithms and artificial intelligence to achieve more proficient and efficient matching and distribution of people and goods, stimulate user demand, revitalize more production capacity, to achieve the third type of innovation "market creation". These technical capabilities of the commercial carrier is around the consumer lifecycle value growth engine (CLV
Engine), search recommendation business empowerment team "Hermes platform" from the whole of Ali big data technology to draw energy, precipitation of the accumulation of many years of analysis and intelligent algorithmic capabilities, will be the consumer life cycle and goods life cycle perfect. The life cycle of consumers and the life cycle of goods are perfectly integrated, and through the combination of Tmall FMCG and the search and recommendation team, we have strengthened the penetration of the whole chain of consumers under cognitive intelligence based on the information flow of the sub-strategic crowd, short videos, live broadcasting and other emerging channels. In the recent attempts made, the leading digital captain brands can bring up to 10 times of crowd penetration and considerable business growth by introducing sub-crowd personalized content and merchandise in massive quantities.
And in terms of innovation, through the Tmall New Product Innovation Center (TMIC) the business of using Ali big data and a series of special testing tools to help brands gain insights into new product trends, tap into new product demand, and accelerate new product development. The future TMIC will further empower brands to achieve sustained growth through supply-side innovation centered around the needs and pain points of strategic populations, and by continuously monitoring the success of the category's full lifecycle based on the GROW 2.0 indicator system.
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