GAP Works With Tmall To Create New Retail Experience

She hopes to synchronize the global market and instantly satisfy her global consumer ambitions.

How do you do that?

The answer is

。

According to the world clothing and shoe net, in September 21st, GAP participated in Tmall's super brand day and joined hands with the largest domestic e-commerce platform to create a new retail experience.

Taking advantage of Tmall's data capabilities, GAP has tried for the first time at home and abroad. It has covered more than 20 key stores in the US and mainland, and has launched a game of "catching small meow" for consumers in the global stores. On the same day, 1 million consumers participated in the game.

Sales of new retail sales are also brisk. Sales of GAP Tmall super products are 27 times higher than that of the same period last year. The number of children's clothing is first, men's clothing second and women's clothing seventh.

Tmall engine

In October 2010, Gap, 41, traveled across the ocean to China.

May became the first group of employees to work in China, and now she is the general manager of Greater China e-commerce.

When the flagship store opened in Beijing and Shanghai, Gap China's official website opened at the same time, May said. At that time, Tmall was also preparing for the synchronization.

5 months later, in March 2011, Gap's Tmall flagship store officially opened and entered the "Nanjing West Road" and "Fifth Avenue" of the Internet world.

Over the past five years, the Gap flagship store has grown to more than 4 million fans.

Gap is a combination of two legs.

Through the channel of e-commerce, Gap radiated all the provinces in the mainland, met the three or four line cities that had not yet opened to the stores, and widened the channels for the users of the second tier cities.

The reason why Tmall can achieve this is platform technology and consumer insight.

Gap is a microcosm of the brand that embraces change.

When Tmall put forward the new retail concept and built data banks and brand players on the active platform, Gap became an active participant.

On Tmall's platform, consumer insight can help brands better "please" their customers.

Through insight into consumer preferences, age range, dressing style, shopping frequency, brand side no longer depends on speculation and ignorance to see fashion trends, but directly gets data guidance from the platform, so as to better satisfy customers.

The effectiveness of Tmall's new retail platform is not only to help businesses better sell.

It also includes the empowerment of the production side.

And this supply side empowerment has moved towards global manufacturing empowerment.

According to Gap data, because of the new retail platform empowerment, its product development cycle has dropped from the past 10 months to more than 1 months.

In other words, the supply chain of the new retail era is driven by data.

On the one hand, "fast" is the reaction speed to meet the needs of consumers.

On the other hand, "fast" needs to integrate data and information flow to get through the supply channels under the online and offline channels.

May introduced that Gap has begun to shorten its product life cycle a year ago.

In the past, Gap produced new products and began preparations in advance of six months.

That is to say, what the customer will see in the fall is next spring's clothes.

Now, Gap will start with the data, observe the clothing and sales situation that consumers like, make a reservation with the production, and then produce the clothes according to the customers' preferences.

Tmall's new retail brand

Besides the clothing brand, there are a number of international brands embracing Tmall's new retail platform, including Procter & Gamble, Unilever, Metro, pola, flower king and Costco. These brands even sit on two Tmall stores and embrace the Chinese market through the general import of Tmall stores and cross-border import of Tmall international stores.

Tmall's "new retail" infrastructure enables global brands to get through the user system, enhance data capabilities and upgrade the supply chain, allowing these international brands to feel the power of change in the retail mode.

The global empowerment effect of Tmall's new retail platform has been affirmed by the famous Boston consulting company.

In a report on the issue of "new retail: what the west can learn from China" recently, Boston consulting said that it has become a reality for Chinese companies to become a leader in the global retail mode and Chinese companies to put forward the "China plan" for global retail upgrading.

From an empirical point of view, it can be envisaged that similar "East learning" will expand to more areas.

"New retail is not only applicable to China, but also to the global market. From the first day of its birth, Alibaba is a company based on China and facing the world.

Starting from China, the successful mode of verification in the Chinese market will also be copied to Southeast Asia, India and more global markets according to local conditions, "Alibaba group CEO Zhang Yong said in an interview recently.

If business has national boundaries, the wisdom of creating business models has no national boundaries.

In order to serve the world's 2 billion consumers in the future.

Tmall's new retail platform is unreservedly delivering global business intelligence to global partners.

It is understood that GAP with Tmall big data in inventory to achieve access, stores also entered the era of digital marketing.

With the deep application of data in all channels, GAP is trying to achieve global membership with Tmall.

More interesting reports, please pay attention to the world clothing shoes and hats net.