The first ‘Tmall Experience is already in Shanghai. Other cities are ready to welcome the future of e-commerce
New Retail is the future of e-commerce in China. Tmall, PRC main e-commerce platform, has designed a new space for showcasing brand experiences at K11, one of Shanghai’s trendiest shopping malls, as reported by Alizila. Tmall, Alibaba Group’s B2C online marketplace will partner with brands to feature pop-up activations exclusive to the venue, including everything from a street-culture exhibition from American skate-shoe brand Vans to live-band performances and ice-cream-themed immersive plays.
Some well welcomed western brand such as Bobbi Brown, Make Up For Ever, Abercrombie & Fitch, Swisse, Oral-B and Scotch whisky brand Ballantine’s are among the first to leverage the space to reach Chinese consumers. “As a key destination for brand-building, Tmall needs to help brands connect their members with their physical stores and events and bring one-of-a-kind experiences to consumers,” said to Alizila Liu Bo, general manager of Tmall and Taobao Marketing. This is the first of many “Tmall Experience Centers” that Tmall Club will roll out this year, he said.
“Brands might feel reluctant to expand traditional retail stores to smaller cities, but they are very open to adopting this pop-up approach,” said Liu. Tmall as also launched Tmall Club, the platform’s experiential-marketing unit. Since launching in 2017, Tmall Club has partnered with over 200 brands to offer premium shoppers what it calls “ultimate experiences,” such as dining on the Great Wall, test-driving cars at the Porsche Experience Center, joining an exclusive, after-hours tour of London’s British Museum or visiting the source of Evian’s mineral water in the French Alps.
New retail: China shows the world how to merge offline and online experience.
According to a report by AliResearch and Bain & Co, there are five measures brands can take to get with the times: new governance principles for a model focused on the customer, new flexibility and efficiency in R & D and supply chains, re-imagining marketing and consumer management, modernizing retail paths, and transforming the organization and operating model for digital investing in the development of new technologies.