Tmall's "Thousand Stars Plan" was launched one month ago, with over 3,000 new brands signing up

"We have started meeting with Qianxing's waiter three times a week. The company's employees have also joined Qianxing Academy's e-commerce breakthrough camp in September and are looking forward to the upcoming Double 11 training sessions." Zhao Bing, founder of the cutting-edge sports brand " Matsuno Pai " , said that with more support, he is more confident in the brand's development.

"The Thousand Star Project allows more growing brands to serve consumers , and small and medium-sized brands are in great need of the platform's resources and policies. " said Lin Peifu, co-founder of Liangjie.

Matsuno Pai and Ryosuke are both the first members of Tmall's "Thousand Stars Plan" . On August 2, Tmall launched the "Thousand Stars Plan" for new brands in new trend categories : providing brands with " 3 + 1" escort services - exclusive sparring, exclusive plans, and special guarantees, launching a "New Brand Investment Special Alliance" with a scale of 10 billion yuan , and providing brands with a series of services from brand creation, e-commerce breakthrough training , brand protection, to investment and financing docking, market expansion, etc.

One month after the launch of the plan, more than 3,000 new brands have signed up. "The Thousand Stars Plan was launched on August 2 and officially opened for registration on August 15. In just half a month, we received more than 3,000 brand merchants' registration inquiries." The project leader said that in response to the enthusiasm of merchants, the project team conducted multiple rounds of selection and offline visits.

  The "Thousand Stars Project" project team visited the CHICHY brand

By updating the registration data every day, the project team set up multiple scoring teams to evaluate the flagship store and product details of each registered brand. Based on the registration information, the registered merchants were scored on 15 sub-items in three dimensions: brand awareness, novelty , and trend of the track they are in . After cross-scoring by the project team, the first batch of 500 new brands were finally selected.

The first batch of Tmall "Thousand Stars Plan" members include both powerful brands from industrial belts, brands created by vertical startups, and overseas brands newly launched in the Chinese market. These include " Goldsmith " , a professional foldable home fitness equipment brand, " Nianyi " , a brand focusing on traditional Chinese children's clothing , 9am, an innovative brand in the lifting table category , and Yuye, an innovative fragrance product brand .

“We are confident and comfortable with branding and products , but when it comes to e-commerce operations, we often don’t know where to start , and we lack methods to reach our target users . ” This is the most common feedback the Tmall “Thousand Stars Plan” project team heard when visiting new brands.

In response to this, Tmall’s “Thousand Stars Project” has teamed up with 17 top service providers including Baozun and Lily & Beauty to provide exclusive coaching services for new brands, including brand diagnosis and physical examinations, e-commerce operation training, promotion battle plans, and brand enhancement plans, to help new brands achieve business growth in the upcoming Double 11.

In addition, Tmall has also opened up digital product tools that were originally only open to "high-end" brand merchants to new brand members of the "Thousand Star Plan", including stargazers, brand data engines, brand strategy centers, business advisor market modules, etc. Through these product tools, new brands can quickly locate the crowd, quickly reach target users and expand beyond the circle.

Yu Qing, the brand manager of the pioneer footwear brand "Lost in Echo", believes : " To do a stable business in a changing industry, we need the support of Tmall platform data and strategies to help our creative people make judgments on the future direction. "

It is reported that in the past year, more than 6,000 new brands completed the brand creation milestone from 0 to 10 million on Tmall . In the next three years, Tmall's "Thousand Star Plan" will incubate 1,000 new brands with transactions exceeding 10 million , 100 with transactions exceeding 100 million , and more than 10 with transactions exceeding 1 billion, creating a growth path for Chinese brands and accelerating the rapid landing of overseas brands.

Tmall

Thousand Star Project