The annual Tmall 618 came to an end. In this big promotion test, a group of new sports and outdoor brand dark horses stood out and achieved a lot of results in the mid-year test. According to the final report released by Tmall, in this 618-year-old promotion, the cutting-edge brands Keep, Merrick, and Maiaactive finally won the top three in the transaction list. It is worth mentioning that the new and cutting-edge brands have highlighted their super-high year-on-year explosiveness. The VVC flagship store, which focuses on sunscreen clothing, has more than 6 times the sales year-on-year. The sales of excelsior, the leader of Korean biscuit shoes, has exploded 5 times, and xbionic, the pioneer in sports bionics, has achieved Over 5 times performance growth.
Brand new content channels to promote the fierce growth of cutting-edge brands
As an extremely fast-growing consumer sector, behind the popularity of the major new brands in the sports and outdoor industry, there are also new consumption scenarios and new consumer demands. The explosive sales growth not only shows that cutting-edge brands are more attractive among the current sports outdoor brands, but also highlights the gradual increase of consumers' fitness awareness in the post-epidemic era.
618 is an all-round test for every brand. From goods, to live broadcasts, short videos and other different forms of selling goods, every level that reaches the user directly is of unparalleled importance. Among the "contending of a hundred schools of thought" on live streaming, brands such as excelsior, ypl, fiture, Keep, and Merek have been among the top 5 live streaming kings by virtue of their partial live streaming channels. On the Tmall platform, live delivery of goods has clearly formed a complete ecological chain of "content output + sales conversion", which has become one of the breakthroughs in breaking consumers' traditional buying habits.
Short video delivery pays more attention to comprehensive coverage of information. In recent years, it has become one of the main channels for major brands to compete in the market. Among them, Wild Beast, which focuses on fitness equipment, maiaactive with female fitness clothing as its core product, and lanikar, with fitness clothing as its core product, won the TOP3 list of short video products. With the advantages of specialization, quality, omni-channel, and full coverage, Short video delivery has successfully sounded the clarion call for Tmall's content ecological differentiation competition and product ecological in-depth competition.
New consumer trends have triggered rapid growth of multiple brands
Consumers’ constantly updated new consumer demand has turned many sports from niche to trend, and has been favored by more and more people. In particular, indoor fitness is the most popular new consumption scene after the epidemic. According to official data, the Fiture Slim flagship store has sold over 10 million yuan, and Wei Ya’s live broadcast of the smart fitness mirror for the first time, with a single transaction exceeding nearly 10,000 yuan. Keep has a comprehensive layout of smart fitness and ranks among the top 1 in the smart fitness bike category. Since e-sports entered the Games, many clothing brands have begun to develop in the field of e-sports. Li Ning's LNG brand has won the TOP1 status of Tmall e-sports server; skateboarding will soon enter the Olympic Games as a new pentathlon, and many players will enter the skateboarding track. , Dbh flagship store achieved the TOP1 ranking in category.
Female beauty equipment pursues agile self
Women's consumption power in the fitness field is still strong, and appearance and comfort are also the few options that women pay most attention to when choosing products. Maiaactive, which focuses on women’s fitness, has won the top 1 in the fitness pants category; Demonlolita is committed to providing young people with swimsuits that do not hit the shirt. The flagship store has increased by more than 200% year-on-year. In the field of live broadcast, YPL, a cutting-edge brand in charge of yoga, is not only in the live broadcast. It has won the TOP2 transaction and has become one of the single products that young generation Z users and trendy crowds are eager to buy.
Niche trends become new treasures
Regardless of whether it is a country or a foreign country, there are always some brands that are not well known by the public, but still have a loyal fan. Although they are a minority, they capture more and more consumers by virtue of high-quality products and efficient supply chains. Heart. For example, Excelsior, the leader of Korean biscuit shoes, has grown from the depth of social media to the placement of celebrities, and then to the live broadcast effect of the head anchor, leading the category of biscuit shoes to seize the minds of consumers and become a live broadcast. Bring the goods list TOP1.
Technology makes sports more refreshing, and cutting-edge brands explode with technological potential
A number of high-tech running shoe brands 618 have achieved significant growth in performance. Among them, HOKAONEONE, ON Angpao, Saucony and other brands all exceeded last year's full-time sales on the first day, and achieved double or even higher performance growth during the 618 full cycle. ON Angpao successfully expanded more young female consumers by participating in 618, and realized the accumulation and conversion of brand users. HOKAONEONE new product sales accounted for nearly 70%, new product sales increased 5 times, and the top-notch shoe HOPARA realized the hot talk of new products sold out in 1 minute.
Sports events ignited the enthusiasm of fans, many teams settled on Tmall
This year, 618 coincides with the start of the NBA playoffs and the European Cup. The warm atmosphere of national spectators has driven the consumption boom of related products. The French national football team and the Portuguese national football team, which are competing in the European Cup, respectively entered Tmall at the beginning of this year, and participated in the 618 promotion for the first time. According to platform data, the sales of jerseys of 618 teams increased by 18 times year-on-year. A series of sports IPs settled on Tmall. In addition to hoping to generate more interactive links with fans through consumer goods sales, they also took a fancy to Tmall’s ability to provide brand marketing for IP. IP sponsors can also get more. Exposure, in turn, is more conducive to the business expansion of IP itself in China. In the future, more sports IPs and operators will enter this track, combining Tmall's big data, platform and resource advantages to provide fans with more accurate, high-quality and diversified product and service experiences.
Young and trendy become new trends
In the face of young users with diversified and personalized needs, the cutting-edge brand has also conducted in-depth research and active exploration in product design in the sports and outdoor field, and launched a number of trendy items that are favored by young people. Among the cutting-edge sports outdoor brands, the three most popular products purchased by young people are Keep Fat Burning Rope Jumping Cordless Fitness, Keep Yoga Mat for Beginners, YPL AI Puppy Pants, highlighting the purchasing power of young people in the fitness field; the trendy crowd is the most popular Favorite TOP3 single product EXCELSIOR Korean biscuit shoes, Merrick m1 lipstick fascia gun, YPL AI puppy pants.
Written at the end
As an e-commerce platform that has been deeply involved in domestic online shopping platforms for many years, Tmall uses its accumulated user advantages and brand advantages to help consumers understand related products more quickly on the one hand and help consumers to understand related products more quickly when the sports outdoor market is gradually maturing. Brands reach consumers more directly. When the concept of health gradually penetrates into the hearts of the people and the era of national sports is quietly accelerating, Tmall is bound to bring all-round services and support to consumers and emerging brands, and build efficient communication bridges between consumers and emerging brands.
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