How Does Tmall Global Break Through The "Three New" Strategy

In essence, Sanxin marketing has helped tmall global realize the layout of CUDA children's market, making tmall global a one-stop solution service provider for CUDA's mother and infant users.

The sudden "epidemic year" in 2020 will make the post-90s mothers have a high awareness of nutrition supplement for middle-aged children. In addition, Professor Zhang Wenhong's "don't just eat porridge, but make children eat high-nutrition and high-protein food", which has caused a nationwide upsurge in children's nutrition. In addition to the diet structure has been paid more and more attention by mothers, calcium, probiotics, vitamins and other children's nutrition products have become more and more popular in this period of time. In addition to the changes in the population structure of infants and young children, the large-scale growth of the population over 3 years old has given birth to an all-round outbreak of the market for nutritional products for middle-aged and older children with a population of 200 million. The structural reform of the maternal and infant industry is quietly coming.

Tmall global timely captured the new market trend of maternal and infant industry. In order to accelerate the development of new categories, new brands and new products in the market of nutrition products for middle-aged and older children, recently, tmall global took the opportunity of children's nutrition super category day and used three new marketing to help the market break down.

　　 A large number of overseas brands participate: seize different market segments and actively layout children's nutrition products

It is understood that a large number of overseas flagship stores of tmall global children's nutrition super category day, including childhood, life space, Swisse, Culturelle? Kangxile, Canada's ddrops, nature's waykidsmart, autili and other brand's overseas flagship stores, actively participated in the activity.

Taking childhood as an example, it upgraded its brand with the help of this super category day, and cooperated with experts from China Nutrition Society to conduct live broadcast, and popularized and interacted on the brain development, resistance and other issues concerned by mothers. Due to the insight into the potential of respiratory market products in the epidemic species, during the super category date, the first new product "childhood K12 oral probiotics for children" was launched by tmall global in childhood. At the same time, childhood plans to launch more products suitable for children in tmall global on double 11 this year.

Culturelle? Kangxile? Has insight into the probiotic market, a new opportunity point in the maternal and infant industry after the epidemic, and has put in probiotics products suitable for children of different ages, children's comprehensive vitamin probiotics chewable tablets and other probiotic products in tmall international ahead of time. In this super category of children's nutrition products, the market demand for several products is strong.

Swisse, for example, saw the market potential of vitamin and other compound nutrition products for children. In this super category day, it specially launched children's calcium, probiotics beverage, children's fish oil and other sub categories, as well as the main series of calcium and multi vitamin products in tmall international, which were won by star Wu Zun, Bao Wenjing, famous parenting expert Cui Yutao and doctor clove, etc Strong force recommendation, multi category layout advantage is obvious, popularity index is obvious to all.

According to the data statistics, the sales of children's nutrition partner products increased more than 9 times on the first day compared with that in July in the activity of tmall global super category day. Lactoferrin, a new trend category, jumped to the top 5 leaf category in this activity, creating a single day transaction peak of category. The brands participating in the super category day of children's nutrition products also achieved good results.

In fact, behind a large number of overseas brands actively participating in this super category day of children's nutrition products, it is the merchants who see that the nutrition supplement field of middle school and university children is a new opportunity and a new depression in the maternal and infant market. As a result, brands keep up with the new trend and constantly launch subdivision targeted products to meet the functional requirements of more segmentation.

If we dig deeper, the brands can have timely insight into the trend and constantly push forward new products, which can not be separated from the preliminary insight of tmall global based on the nutrition and child care market. It is through Alibaba digital technology that the platform has seen in advance the trend that the number of children aged 0-3 years in the maternal and infant market is shrinking, and the market of 3-year-old + children's nutrition products is rising. In order to let many brands grasp this trend, tmall global takes the opportunity of children's nutrition super category day to communicate with major brands to lay out the children's market in advance.

　　 The logic of tmall global behind the super category day: strong market demand, insight into the trend and layout ahead of time

As for Ali, if it is not changed with a market trend, it means that the market scale implied by the trend will be very large. Today, tmall Global's distribution of children's nutrition products through this super category day shows that the "cake" is attractive.

According to the data of maternal and infant population, middle-aged children and older children will become the new demographic dividend for mothers and infants. According to the data of the National Bureau of statistics in January this year, in 2019, the number of new-born babies in China was only 14.65 million. With the decline of the birth rate for three consecutive years, the number of 3-year-old + users in the maternal and infant industry has gradually increased, with a population of more than 200 million. In the future, the population size of middle-aged children and older children will increase exponentially.

From the large consumption data of maternal and infant market, infant and child nutrition consumption accounts for a large proportion of the whole maternal and infant consumption. According to the "2019 annual report of Internet maternal and infant market" by Yiguan think tank, the maternal and infant market is huge and growing steadily. In 2018, the scale of China's maternal and infant market has reached 2.77 trillion yuan, and the scale of online retail sales of mother and baby is about 458.26 billion yuan. Among them, the consumption amount of infant and child food accounts for 68.1%, while the consumption of infant and child nutrition products is the highest among the baby food consumption, reaching 44%.

From the detailed data of children's nutrition, the total consumption base of online children's nutrition is still very small. In 2020, the market scale of infant and child food is expected to be 140 billion, with 23.6% of maternal and infant nutrition products, reaching 33 billion. From the online point of view, at present, the overall sales of children's nutrition products is only 4 billion, of which Ali accounts for 3 billion. In the cross-border market, baby nutrition has become the second largest category of tmall global share, and it is gradually catching up with and surpassing tmall global milk powder market.

Looking at the overall data, we can see that the market of children's nutrition products over 3 years old is rising and in the flourishing period of categories, with low online penetration rate and huge market opportunities.

After the data, we can see the platform logic behind the activity of tmall Global's children's nutrition super category day, which is very clear. With insight into the consumption trend about to break out in the field of children's nutrition products, tmall global set up a platform in advance and let many brands participate in it through the power of the platform, so as to deeply tap the children's nutrition market, jointly promote the rapid growth of the industry and meet the growing needs of users.

This also means that behind the seemingly simple super product day of maternal and infant nutrition products, tmall global has already done several things with its brand name:

1. Match the demand in advance. Promote the brand of mother and infant products that used to make diapers and milk powder, lay out the field of children in advance, and drive the optimization of supply side through the market. For example, manufacturers of adult health care products, food, milk powder, etc. can rapidly expand the supply chain to produce children's nutrition products under the guidance of tmall global with their own advantages.

2. Set up the step-by-step structure of tmall global nutrition products, and plan and layout new products. Catering to the trend of maternal and infant nutrition consumption, the platform enriches nutrition products to meet the needs of different age groups from young children to middle-aged children.

3. More leaf categories and forms were launched in tmall global maternal and infant nutrition products, which stimulated the industry to appear more leaf categories, more forms and more brands.

　　 The future of children's nutrition and maternal and infant industry: the prospect is still broad, and the competition will be fierce

The business field, often the industry trend and future, affects the development of enterprises. From the perspective of this super category day of maternal and infant nutrition products, the new changes in the market of maternal and infant nutrition products aged more than 3 years have affected the layout of tmall global. How will children's nutrition market develop in the future?

First of all, the market scale of nutrition products for children over 3 years old will be further expanded, and the online penetration rate will be further strengthened. This also means that in the next few years, tmall global and relevant brand enterprises will further strengthen their investment in this field.

Secondly, due to the rapid online growth in this field, the number of online brands and sellers of children's nutrition products will further increase in the next few years. This also means that the dividends in the online children's nutrition market will be first come, first served.

Finally, due to the wide market prospect, the new category track has been formed, the category mind is gradually mature, and more and more new players are added. In the future, the competition for children's nutrition products will be gradually fierce. At present, the head of the major brands have gradually invested heavily to seize the market, the future of the head of the enterprise's efficiency will continue to intensify.

If we jump out of the children's nutrition market and enlarge our vision, the whole maternal and infant industry will also have new changes in the future, which will deeply affect the development of the platform and mother and infant brand enterprises.

From the perspective of the whole maternal and infant industry market, in the future, the scale of maternal and infant market will be further expanded, and the industry is still full of "money". According to iResearch, the market size of China's maternal and infant industry will exceed 4 trillion yuan in 2020 and 7.6 trillion yuan in 2024. It is worth noting that in the future, the penetration of maternal infant online will be accelerated. According to the data, the online maternal and infant market will be close to 2.1 trillion in 2021. This also indicates that, in the future, although the maternal and infant industry will still be the dominant offline, it will become the main source of rapid growth flow.

From the perspective of consumer users of mother and infant, in the future, the consumer users of the whole maternal and infant industry will present a diversified structure, dominated by youth, and will become the mainstream after 90 and 95. The demand will be further diversified from commodity demand to diversified maternal and child service demand.

From the perspective of brand merchants, opportunities and challenges coexist. With the Internet and intelligent reform of the maternal and infant industry, in the future, the head enterprises and chain enterprises will have stronger and stronger benefits. Under the capital efficiency, the market will further shuffle. However, due to the market sinking, online diversified flow channels, live broadcast and other new formats, small and medium-sized enterprises will further shunt and form their own "circle" under different "fields".

On the whole, whether it is the subdivided field of children's nutrition products or the overall maternal and infant market, the opportunities will continue to continue, the prospects will remain broad, and the challenges and competition will continue to be fierce. This also means that in the future, if the platform and maternal and infant enterprises want to develop well, they must exercise their business ability and cultivate their "internal skills".

　　 How to deal with: three new marketing platform to help category break, businesses to do a good job in differentiated services

At present, whether it is the children's nutrition industry, or the maternal and infant market, is a huge "cake". However, in the future, it is a big challenge for the platform and businesses to continuously cut this "cake". How to deal with it?

Tmall global said that in addition to the traditional marketing ideas, in the field of children's nutrition, tmall global will continue to dig this "gold mine" with three new marketing -- new categories, new brands and new commodities.

In other words, tmall global will use Alibaba digital technology to continuously insight into the market and consumer trends of maternal and infant nutrition products, continuously launch sub categories, force new categories to appear in the market, continuously incubate and cultivate new brands, help brands create new products that match users with different needs, so as to make tmall global a new category and brand in the field of cross-border children's nutrition And new product incubator, as well as the most comprehensive one-stop online cross-border children's nutrition supply service platform, to meet the needs of users of different ages.

In order to further implement the three new strategies, tmall global adopts the combination of super communication IP and super e-commerce IP to shape a new track.

Specifically, tmall global will use the super Feixia, which has more than 30 billion hits and plays, to spread IP to middle-school children's parents nationwide, expand the target population, conduct category education, and lower the psychological threshold of users' purchase, so as to guide the "tmall global super category day" e-commerce IP, so as to precipitate users.

After users have settled down, tmall global will use the smart model to enable brand businesses to continuously operate new customers through tagged products. It is understood that smarts is a model tool based on Alibaba digital technology to conduct in-depth insight and Analysis on imported consumers, categories and brands, and to build user operation centered user indicators and strategies around brand / store growth goals. In this super category day, smart targeted at category scale population, positioned the core group portrait of category according to model analysis and algorithm, and explored potential users in Taoxi, and precipitated category scale population, high potential new crowd and penetration repurchase crowd as international exclusive crowd label enabling brand key application.

Taking baby nutrition category size population as an example, the data released by tmall global showed that its turnover volume more than doubled compared with July. New pregnant mothers and fathers and middle-class parents became the core consumer groups of this category. The consumption increased by 129% month on month compared with July, accounting for nearly 50% of the total.

With the help of super category day, an e-commerce IP, tmall global incubates new categories in combination with the trend of mother and baby, so as to help categories accelerate their growth, quickly pass through the embryonic stage and growth stage, and become mature categories.

In addition, the three new marketing teams of tmall global also cooperate with different playing methods according to the growth stage of the category to continuously help the brand growth. The various new models explored by the three new marketing team, such as IP linkage, can be used for reference by subsequent businesses.

In general, through the nutrition super category day, Sanxin marketing not only helps children's nutrition category break through the situation, precipitate users, expand new products and new customers, but also helps other maternal and infant categories to attract new products and expand products, so as to achieve the goal of helping the whole maternal and infant industry to attract new and settle users. Finally, Sanxin marketing helps tmall global to realize the layout of the market of Zhongda children in essence, making tmall global a one-stop solution service provider for the mother and infant users of CUDA.

In addition to the platform, for brands and sellers, in the future, they should understand the trend and change, pay close attention to the needs of the industry and consumers, make good use of the platform's empowerment, and continuously exercise their own operation ability. At the same time, they should pay attention to communication with users, do a good job in accurate member marketing, create their own core competitiveness, and form differentiated services.