On August 31st, Tmall FMCG and its strategic partners held a seminar featuring “Consumer-centered New Supply Innovation in the post-COVID-19 world” in Shanghai. As a certified service vendor of Tmall, DeepZero | iPinYou is invited to share its insights on new supply innovation with more than 30 world-leading brands.
At the seminar, Gumai, President of Tmall FMCG and Apparel, and Derek Deng, Bain Partner, shared their consumer-centered insights of achieving high-value consumer expression, empowering new supply innovation, and brand digitalization in the post-COVID-19 era. Tmall FMCG and Bain also introduced their “Three Supers” (Super Products, Super Content, Super Rights) consumer digital engagement strategy. And whole domain marketing is at the heart of this methodology.
Nowadays, to address the challenges brought by the pandemic and seize digital growth opportunities, Tmall needs vendors or partners that are capable of building first-party DMP and activating cross-channel media, helping brands generate whole domain insights and performing full cycle marketing in the process of their digital transformation.
At the seminar, DeepZero | iPinYou’s Founder and CEO, Grace Huang introduced DeepZero | iPinYou’s whole domain marketing abilities including data analysis, user management, and inside-outside EC sites data onboarding, and how to fuel brand digital growth and compose the winning formula of “vendor-brand-Tmall” through DeepZero | iPinYou and Tmall’s data integration.
DeepZero | iPinYou Founder and CEO Grace Huang attended the seminar
In the panel session on “New Product”, Grace further emphasized the value of data-driven whole-domain marketing strategy to brand business growth. “The pain point of whole domain marketing brings Tmall and us together.” Said Grace. “We believe there will be a clear path for winning if brands can outperform two things. Firstly, brands need to develop strategic and systematic consumer insights with data and labels from both inside and outside EC sites. Secondly, brands should leverage a whole domain marketing plan that identifies the most effective promotion and marketing tools along each step of the consumer lifecycle. To build a strong bridge to consumers, brands should use inside-outside EC sites’ data to match the consumers they want to reach with the best way to reach them, deploying the ideal mix of whole domain touchpoints along the consumer journey for a seamless omnichannel experience.”
DeepZero | iPinYou Founder and CEO Grace Huang presented at the panel session
Meanwhile, can brands better meet the needs of “Speed to Market” is crucial to their digitalization process. As part of DeepZero | iPinYou’s integrated E-commerce marketing solution, from new product testing to packaging testing, a programmatic online survey can help brands keep up with rapid changes in consumer demand and the evolving industry landscape and has been tested successfully with many best practices in beauty and food sectors.
The E-commerce battlefield has been important to brands since the emergence of digital sales. Now it has become far more critical (and vital to future success) as companies struggle to regain footing for a Covid-19 world and beyond. DeepZero | iPinYou and Tmall reached a consensus on the consumer-centered methodology. Together with Alibaba’s Databank, Strategic Center, and Middle Data Platform, DeepZero | iPinYou’s data ability allows brands to build a close-looped consumer center marketing strategy, increases the effectiveness of media activation and conversion, and empowers business growth with digital transformation.
To better meet digital needs, DeepZero | iPinYou will continuously build a systematic whole-domain growth solution for brands. Together with Tmall, DeepZero | iPinYou will keep exploring the possibilities of whole-domain marketing and jointly accelerating the process of digital growth.
