The "new" business of Double 11 can be closer to consumers.
People always anticipate finding a bit of novelty in life during Double Eleven.
There is no denying that the supply and demand relationship in the current consumer market has undergone a reversed and upgraded transformation. What people hope to obtain during Double Eleven is no longer a simple situation of "buy, buy, buy" for practical benefits, but a new experience that can meet individualized needs.
Starting from an "Internet culture shopping carnival", Double Eleven has always been a collective celebration. However, in addition to being inexpensive and practical, for users, Double Eleven shopping has also begun to anticipate a new sense of participation. It is the capture of new things in life and a witness to changes in personal life consumption.
For example, new trends that emerged during this year's Double Eleven, such as the "rich girl style" with a Miu-like flair and the "precision skin care" that focuses on quality rather than quantity, have only one reason for being recognized by consumers: The consumer goods that support these trends provide users with new choices and new experiences in their lifestyles.
According to statistics, during this year's Double Eleven, new brand products showed an explosive growth. More than 35 million new products were launched on Tmall for the first time, among which Tmall Little Black Box released nearly 80,000 new products. And nearly 250 major brands, such as Xiaomi 15, vivo X200 series, OPPO Find X8 series, and Midea floor washing machine GX6, launched their super new products that attracted significant user attention on Tmall for the first time. As of November 8, there have been a cumulative 8 new products with transaction volumes exceeding 100 million yuan, over 20 new products with transaction volumes exceeding 10 million yuan, and nearly 90 new products with transaction volumes exceeding 1 million yuan. This undoubtedly indicates that the Double Eleven launch is a crucial battlefield for new products.
01 Who Can Bring "Novelty"?
Behind the rise of new consumption trends is consumers' recognition of the experiential value of new products.
People's pursuit of new lifestyles and new life experiences is constantly driving product innovation in functions, design, display, and other aspects to establish a new supply and demand relationship.
However, not every consumption trend and every product innovation can convince consumers. According to Kantar Worldpanel, in China, a new product is born every 3 minutes on average, and 90% of brands will launch new products within a year.
In the massive production of new products, not only are product innovations similar, but the display methods are also alike. Especially after entering the "goods find people" market environment, the link between products and consumers has begun to congest. The burnout that consumers are experiencing stems from these monotonous products. No matter how much traffic is poured in, it cannot evoke consumers' emotions.
In the face of consumers who continuously pursue novelty and freshness, this Double Eleven, Tmall Little Black Box has submitted a rather fresh answer. This time, Tmall Little Black Box joined hands with hundreds of major brands to launch the Double Eleven New Product City Tour Show and establish a new consumption link with the brands.
Enter the city, enter life. Enter the "newness" of Double Eleven and also enter the hearts of consumers.
02 The "New" Idea of Double Eleven, Approaching Consumers
Tmall Little Black Box, as the core position for Tmall's new product promotion, is constantly exploring new possibilities during this year's Double Eleven. And its solution is to continuously lead users to the Double Eleven sites and discover the sense of surprise of new products.
In addition to familiar methods such as extensive social media coverage, offline C-end strong sensory pop-up stores, and diverse and rich gameplay interactions, Tmall Little Black Box's city tour delivers the "new" idea to the real lives of consumers. It is like a fresh breeze, traveling through different sites and stopping by the side of consumers.
And each site also initiates a new cooperation model with the top brand new products. Getting rid of complex discounts and gameplay, discarding the inherent mindset, taking the lifestyle as the entry point for experience, making the way new products are launched more flexible, putting aside the stereotypical experience and dogma, and moving from the virtual online world to the real users.
1) The First Stop of the Tour: Celebrity New Product Ambassadors, New Products and Fashion Gala, Reorganization of People, Goods and Venues
The scene of new product launches can be strongly combined with entertainment consumption to break through barriers. The first stop of the city tour is Shenzhen Bay. Tmall Little Black Box and VOGUE have joined forces to create the New Product Tour Gala. The star-studded red carpet scene and the second live-streaming studio of the VOGUE Fashion Power Gala have become the main venues for the new product launches. The new star products of the three brand lines of Yili Group, namely Ambrosial, Yili, and Golden Deer, made their debut here.
The scene of the new product launch is also the core window for seeding. This new product tour gala gathered 9 new product ambassadors, including Dylan Wang, Li Xian, Gulnazar, Xingyue Wang, Johnny Huang, Janice Man, Joseph Zeng, Jin Chen, and Jelly Lin, who traveled to the "Urban Spiritual Wilderness" to promote new products. Among them, in collaboration with the Yili brand, a lively wilderness paradise was created. Combining the vitality of the popup with the characteristics of the new products, it led fans to check in and try the same new products, further releasing the accumulated energy of the event and becoming the actual carrier of the new product launch. In the online live-streaming channel, Nazha, the brand cooperation officer of Golden Deer, made a surprise appearance in the brand's live-streaming studio, working with the brand's director to distribute benefits, directly bringing the Golden Deer flagship store's live-streaming studio to the top of the real-time list of Tmall live-streaming.
"Today's young consumers are more in pursuit of personalization and the expression of spiritual needs, and are more sensitive to online creative ideas. This cooperation with Tmall Little Black Box and VOGUE has enabled new products to gain more effective exposure to precise users. Through the creative sneak peek form that is favored by the fans of the celebrity new product ambassadors, it has generated a secondary fermentation across the entire network, thus leading the new product trend. This is the first successful stop for Yili's new products to explode during Double Eleven," said the director of the Yili brand.
The combination of the new product launch gala and the fashion event has attracted widespread public attention. Yili, as a cooperative brand, leveraged the star effect to dominate the hot search topics on a single day with 6 topics. Therefore, on the second day of the event, a large number of C-end users began to check in and try the same flash new products as the celebrities, combined with the Tmall Little Black Box Items100 Super New Product Entrance, achieving an explosion in new product sales. The public battle report shows that the total GMV of Yili-related products exceeded 40 million yuan, with a year-on-year growth of nearly 40%, the store UV increased directly by double, and the store's new members also increased by more than 50% year-on-year.
"For the young group, a 'new product' is not just a commodity. It represents a new trend, a new experience, and a new lifestyle. It is a way for them to express themselves, pursue personalization, and spiritual satisfaction, with an emphasis on the pursuit of participation and experience," revealed the relevant person in charge of VOGUE. The theme of this gala, "Free and At Ease", is also the high-quality lifestyle advocated by VOGUE. "This just has a strong integration with the new experience of new products."
In his view, the gala event jointly created by Tmall Little Black Box and VOGUE provides a unique display scene, a spiritual wilderness that contains the elements of urban life such as fashion and celebrities. Combined with the star effect of the new product ambassadors and the new products that the brands need to showcase... There is a wonderful chemical reaction between people, goods, and venues, successfully providing consumers with a more immersive new product experience.
2) The Second Stop of the Tour: Popular IPs, City Landmarks and Halloween Activities, Leveraging for Brand New Products
The scene of new product launches can also collectively leverage high-potential IPs. The second stop of the city tour is Disney Town - During this year's Halloween, Tmall Little Black Box joined hands with Shanghai Disney Resort to create the "Tmall Magic Meow Camp" limited-time event around the first "Crazy Howling Festival" of Zootopia, becoming a powerful choice for the public's daily entertainment.
"Shanghai Disney Resort itself is a landmark with high potential. Tmall Little Black Box has also collaborated with the popular IP Zootopia, seizing the popular Halloween node, using the right time and place to attract people. The 3C digital new products that are already focused on trends and novelty can easily be noticed and even remembered by users in such a scene," said the e-commerce director of Razer.
The collaboration with popular IPs is itself an effective and enduring means of new product marketing. And Tmall Little Black Box's exploration is to converge the city landmark, popular IPs, and Halloween activities into a high-energy channel that can bring assistance to the brand's new product launch.
On the one hand, Tmall Little Black Box led multiple brands such as Haier, Brita, Tmall Genie, Xiaomi, OPPO, Razer, Sony Ericsson, Thinkpad, and JBL to jointly create the creative video short "Howl for New Wishes, Make Them Come True with Magic Meow", which was spread across the entire network with novel, interesting, and timely content. On the other hand, it created the "Tmall Magic Meow Camp" offline pop-up device in the actual scene of Disney Town, attracting tourists to participate in the interactive check-in of "Howl for New Wishes, Make Them Come True with Magic Meow" and the innovative experience of offline new products.
The multiple offline experience spaces such as the dopamine-filled Magic Meow Dessert Shop, the future-tech-filled Magic Meow Digital Camp, and the Magic Meow Power Plant bring tourists ubiquitous "adventure" surprises. It integrates the experience and interaction of offline new products into the actual gameplay of the Halloween activities, not only attracting Disney Cosplayers to check in at the pop-up store, but also attracting KOLs and ordinary tourists to experience it on-site. And in addition to the Disney experience, tourists can also gain the novelty brought by the new products.
The offline event has triggered a check-in craze, and online, thousands of netizens have joined in the fun. In the "First Scene" created by the Tmall Little Black Box's official Xiaohongshu account, nearly 10,000 users have participated in the fancy play梗 howling interaction. "This kind of experience is really interesting. Seeing the collaboration between Disney and Tmall, creating a new species, it's very fresh for me as a curious player. Everyone is howling and 'going crazy' at the scene, which is quite stress-relieving. I look forward to continuing to howl next Halloween." A user who participated in the Howling Festival event said. Another user who experienced the Howling Festival event at the scene also mentioned: "Every time I scan the code, through AR technology, the Halloween howling egg is truly presented, making me feel fully immersed. There are also limited-edition co-branded peripherals when collected on-site. For me, as an avid IP enthusiast, it's really great!"
It can be seen that the process of new product experience and promotion can also be a part of consumers' new life experience. Online interaction, offline pop-up stores, AI technology... Combined with the creative gameplay of Halloween festivals and the Shanghai Disney Resort landmark, it conveys not only the new product experience, but also an infinite possibility for the future life.
With the assistance of high-potential IPs such as the Shanghai Disney Resort and the "Crazy Howling Festival" of Zootopia, the digital 3C new products that best represent the sense of technology have emerged in a seemingly cross-border but actually fitting field in a more natural form. Every day, millions of people flow in online and offline to enjoy the new product rights and benefits released by the brand, jointly contributing to the rapid growth of new product transactions of 3C brands during Tmall Double Eleven, with billion-level transaction new products such as vivo X200 series and Xiaomi 15 emerging.
3) The Third Stop of the Tour: Celebrity Resources and Limited Rights and Benefits, Taking the Lead in New Product Rights and Benefits
Fashion galas, amusement festivals... Different offline sites in life are connected by Tmall Little Black Box, leading the brands to take the first step and allowing new products to "embed" in a way closer to users' lives. In addition to the offline activities, it has also continuously explored new product marketing gameplay and created an online tour site.
In this Double Eleven, Tmall Little Black Box launched the "Take the Lead" new gameplay to help new products break through. On one side, it gathered nearly 20 celebrity artists to promote and recommend Double Eleven new products, taking the lead in seeding and cheering, and attracting users to participate through scarce resources such as celebrity egg live broadcasts and autographed signatures. Users