On May 29th, on the eve of 618, Tmall announced that it would distribute nearly 10 million samples through online and offline multiple channels on the eve of 618.
It is understood that a total of 380 domestic and foreign brands participated in this year's Tmall 618 sample, including not only SK-II, MAC Charco, Nestle, Durex and other international big names, but also Winona, Luzhou Laojiao, Herbs, Baique Gazelle And other domestic brands.
Since 2017, Tmall has helped the brand to do the online accurate crowd. Before the 2017 Tmall Double 11, Elizabeth Arden and Tmall cooperated to conduct a sample of the precise crowd online, and the user-purchased conversion rate of the sample received was more than 400% higher than the daily purchase conversion rate of the store. Not only that, but the layout of Tmall's new retail online can also help the brand to accurately reach potential users under different scenes.
In August last year, Tmall's two stores in Beijing's actually homes passed the two automatic sample machines in the store to distribute samples of home, home, and care. It is reported that this is the prototype of the Tmall offline model. In October last year, Tmall began to concentrate on the laying of sample terminals online, and the sample scenes also expanded from the initial shopping malls to eight major scenes such as schools, hospitals, and convenience stores.
At present, Tmall has more than 17,000 offline sample terminals in the country, including automatic sample machines, lattice cabinet vending machines, rookie self-reporting cabinets, and supermarket convenience store POS terminals. These terminals are distributed in more than 50 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Xiamen, Nanjing, Wuhan and Chongqing. The consumer uses the Taobao APP scan code in front of the corresponding sample terminal, that is, the sample can be obtained for 1 cent. From the birth to the present nine months, Tmall's offline sample terminal has helped more than 600 brands send 16 million samples.
On the eve of Tmall 618, 380 brands will send nearly 10 million samples through this platform to concentrate on attracting and gathering new fans, and improve the repurchase rate of fans during Tmall 618. Only the brand of Baique Ling, through Tmall's online and offline total of more than 70,000 copies of 618 main new products in one day, reached 67,000 new users and harvested 65,000 new fans.