Tmall starts teaching a compulsory course: dual-wheel drive for brand growth

On December 3, Taobao Education held the " Enterprise Management Trend Conference " in Guangzhou . The core topic was how enterprises can use digital capabilities to drive the two wheels of " consumers " and " goods " to bring new growth to the business.

Previously, Tmall released a new strategy in September to become a D2C digital service platform. The "dual-wheel drive" business management methodology was also officially announced. Through the methodology, Tmall is thinking with companies about how to achieve long-term user loyalty and what the next new product will be . With the help of the indicator system, companies can complete self-diagnosis and find tools and solutions based on the needs of different business scenarios.

Data shows that last year , 920,000 merchants applied to join Tmall, and more than 20 brands had more than 10 million members on Tmall. Taobao and Tmall have brought trillions of business increments to brands and merchants for many years in a row, and are the main battlefield for merchants' business growth. According to the research report "Traffic Decline, Brand Rise" by iResearch, during the Double 11 period, Tmall ranked first in the merchant confidence index (preferred platform for operation) of various e-commerce platforms with a share of 73.9%. Behind the choice is Tmall's ability to combine public and private domains, data insight, member sedimentation and reach, and new product incubation capabilities ...

When the Internet's traffic dividends decline , the business world moves towards competition for goods and users . Only by intensive cultivation can we achieve success in spring and autumn . Methodology is the "farming law" of digital business operations, and platform infrastructure and product capabilities become the soil and nutrients for brand growth. At the same time, in order to help companies and brands better embrace digitalization, Taobao Education launched Tmall compulsory courses, new brand training camps, dual-wheel drive business management courses and consulting solutions this year, allowing merchants at different business stages to quickly adapt to changes, master rules, and seize opportunities.

Figure: Taobao Education Enterprise Business Trend Conference

It is understood that this year, a total of 485 brands had sales exceeding 100 million yuan on Tmall's Double 11. Huang Lei, vice president of Alibaba Group and general manager of Taobao Education , said that this year's Tmall-developed courses on Tmall's business management methodology are based on the practical experience of these corporate brands and service providers, and are also a summary of the Double 11 growth methods, which will help merchants better plan for next year and sow the seeds for the future.

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