Tmall'S Startups, Young Internet, Personal IP Pformation Brand

Recently, the independent female consumption index released by Tmall has aroused heated debate.

Chinese female consumers pay more and more attention to self actualization, reflecting the consumption phenomenon that is mainly aimed at pleasing themselves and promoting themselves.

Behind this is the trend that the female consumer market is more subdivided and personalized demand emerges.

A group of people accurately grasped the opportunities in the trend.

They are women entrepreneurs on Tmall.

These female entrepreneurs are not only women's self actuators, but also practitioners.

Tmall found that this group of entrepreneurs is showing more than $IP in the venture capital market.

At the same time, Tmall is also springing up more young women brand start-ups.

Insight into new needs, women's venture involvement in the market is deeper

In the past two years, "her economy" has been widely mentioned, and the female consumer market has entered a new stage -- the demand is increasingly differentiated and diversified.

Correspondingly, the market of women entrepreneurs pioneering on Tmall has also become more and more deepened.

Whether it is in the traditional clothing field, or creating the Tmall cosmetics with 3.3 lipsticks per person per year, or the flower industry that pforms consumer goods into daily necessities, female entrepreneurs themselves as a participant in "her economy" are more likely to see new needs and seize new business opportunities in the mature female consumer market.

85 Cao Hongfei is the founder of the brand.

In 2016, she saw a surprising number of data in the work of industrial investment: the incidence of breast cancer in Chinese women is 3 times that of Japan and 2.3 times that of the United States.

This set of data directly led to her thinking about Chinese women's underwear market.

At that time, more than 99% of underwear was focused on functions such as adjustment and adjustment, and most women did not realize the importance of underwear comfort.

Cao Hongfei thought he could do something.

Soon, I was born, the main steel ring underwear.

Cao Hongfei resolutely chose the way of "anti gathering".

"Change may be very difficult, but once it changes, it will continue."

She said.

The change in Cao Hongfei's mouth came quickly.

After entering the underwear of the first Tmall, 4 million 500 thousand pieces have been sold.

This means that in the past 2 and a half years, the underwear has sold nearly five thousand pieces per day on average.

At the same time, young women began to pay more attention to their own needs rather than outside eyes, and even appeared to be beautiful in their underwear.

If Cao Hongfei and her brand play the role of forerunner in the process of popularizing stainless steel underwear to Chinese consumers, then Tmall is the booster behind the forerunner.

Through exclusive cooperation with Tmall, we have achieved rapid focus and coverage of target users, enabling many young women on Tmall to contact and understand the underwear without steel rings.

At present, female consumers aged 18 to 25 account for nearly 80% of the total number of users.

Startups younger, net red personal IP pformation branding

In the process of the rise of female consumption, along with the infiltration of Internet platform to ordinary netizens, there are more professional knowledge sharing providers.

As KOL or net red, they attract a large number of ordinary consumers to become fans.

Therefore, some people in net red have made full use of their personal IP advantages and opened their own online stores.

There is a fan traffic boost, the red shop in the creation of a more clear business model, but the short board is also obvious - personal IP is very fragile, the brand risk entrusted to individuals is relatively large.

Therefore, branding has become the key to the pformation of celebrities.

According to the previous Taobao's statistics on the age of the new shopkeepers from 2003 to 2018, the average age of the entrepreneurs who entered the Amoy business in 2016 has been stable at around 26 years old, and the proportion of female entrepreneurs is about 50%.

If we enter the shop to complete the first step of women's business, then the pformation from "the shop behind the red man" into "brand shop" is what is happening on the part of Tmall entrepreneurs.

In June 1, 2018, the BIG EVE Tmall beauty shop, once known as "Taobao first red man", was formally upgraded from Taobao C store to Tmall flagship store.

Two and a half months later, Li Ziqi, the restaurant of the gourmet red, also opened in Tmall.

In February 2019, the Taobao shop, also known as Sydney, became the flagship store of Tmall.

For those entrepreneurs who rely on personal IP to quickly carry fire shops in a short time, with the help of Tmall platform, the realization of the needs of consumers, the refinement of product innovation and operation, and the gradual realization of "de personalization" of shops are urgently needed for their brand pformation.

Tmall has gathered many young and high-end female users.

Tmall's huge consumer data can help net red shops to better understand consumer behavior and segmentation needs, and provide targeted products and services that span IP and meet consumers' needs.

In the public impression, the "stereotyped" net red shop is more and more through the deep cooperation between Tmall and Tmall, to establish clear brand positioning and realize differentiated operation.

Data show that the main age of female entrepreneurs on Ali platform is 23 to 33 years old, accounting for 54.53% of the total number of female entrepreneurs.

In line with the trend of younger women's entrepreneurship, more and more young women's brand start-ups are springing up on Tmall.

Whether Zhang Dayi, Sydney such a red shop owner, or Cao Hongfei such self-made entrepreneurs, age is 30 years old.

Tmall has been widely referred to as its main battleground in the Chinese market, and is the first platform for brand new products.

While providing digital pformation capabilities to international brands, Tmall is also providing an endless stream of innovation and branding drive for more and more Chinese women entrepreneurs.