{"id":52102,"date":"2022-07-21T11:15:00","date_gmt":"2022-07-21T03:15:00","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=52102"},"modified":"2022-07-21T15:07:48","modified_gmt":"2022-07-21T07:07:48","slug":"tmall-heybox","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/tmall-heybox\/","title":{"rendered":"TMall Heybox app: Unwrapping the secret behind successful new product launches in China"},"content":{"rendered":"\n

As product launches are a crucial tool for companies to foster sales growth and enhance brand awareness, in 2017, Alibaba Group<\/a>‘s B2C online marketplace Tmall<\/a> decided to provide its merchants with a dedicated channel to support the releases of their new products. Newly released items on the Tmall Heybox app generated an increasing amount of revenues within three years right after launching, jumping from accounting for 24% of the e-commerce platform’s turnover in 2017 to over 35% in 2020<\/a>. In a few clicks, consumers can discover their favorite brands’ new products, enjoy personalized offers and recommendations, participate in raffles of limited-edition items, and try innovative products at incredibly low prices.<\/p>\n\n\n\n

Heybox app: one channel, multiple tools<\/h2>\n\n\n\n

With its 180 million monthly active users<\/a> at the beginning of 2021, the Tmall Heybox app offers a precious opportunity to brands launching products in China. Big names such as Valentino, Lanvin, Yamaha, and PlayStation have arranged prize drawings using the Tmall HeyDrop raffle tool to catch consumers’ attention and generate buzz around their limited-edition products. The key feature of such a tool is that anyone can participate in raffles at home without going out and lining up for hours at a physical store. According to China Daily<\/a>, more than 30 million people have signed up for an online drawing on Tmall HeyDrop since the launch of such functionality in 2020.<\/p>\n\n\n\n

Moreover, companies can test consumers’ reactions to their new releases on the Tmall Heybox product trial tool. In this section, beyond a customized list of newly launched items at bargain prices, shoppers can find daily special offers and drawings for less than 1 RMB. The product trial page includes many objects, from dairy products<\/a> to lipsticks, water bottles to toothbrushes, and much more.<\/p>\n\n\n\n

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Source: Zghzp, HeyDrop raffle tool<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

TMall Heybox is much more than just a launchpad<\/h2>\n\n\n\n

Tmall Heybox provides merchants with a great variety of highly sophisticated digital marketing tools<\/a>.<\/p>\n\n\n\n

First and foremost, it allows merchants to access Tmall Innovation Center<\/a>‘s detailed consumer insights. The center was meant to become the e-commerce platform’s R&D arm: it vaunts a massive amount of data related to shoppers\u2019 consumer habits, sellers\u2019 strategies, consumers\u2019 demographics, users\u2019 cart abandonment rate, and logistics analytics. Tmall Heybox members can exploit such precious data to adapt their communication strategies and incubate new products in a shorter time.<\/p>\n\n\n\n

Second, the platform extensively uses live-streaming and short videos to reach a wider audience and increase novelty-loving consumers\u2019 engagement with newly launched products. During 2020’s Double 11, Tmall Heybox official live streaming branch HeyLive upgraded the consumer journey by providing a new immersive live shopping experience. Three famous KOLs (Key Opinion Leaders) who are professionals in their respective fields turned into the anchormen of the event, demonstrating 60 new products by testing make-up, tasting snacks, unboxing home appliances, and arranging raffles during the live stream. The event attracted millions of viewers and motivated them to go for their final purchase.<\/p>\n\n\n\n

In addition, Tmall Heybox holds a New Voice Conference in Shanghai West Bund Art Center every year, illustrating the trends marking new product launches in China and outlining the e-commerce platform\u2019s annual strategy.<\/p>\n\n\n\n

Tmall Heybox\u2019s annual \u201cChina New Product Event\u201d<\/h3>\n\n\n\n

On July 1st<\/sup>, 2021, Tmall Heybox held the 3rd<\/sup> \u201cChina New Product Event\u201d featuring more than 300 brands<\/a>, such as Oppo<\/a>, Samsung, and Xiaomi<\/a>. The \u201cbrand of the year\u201d award went to Mars Inc., Lining, and the Chinese beauty company Proya; while the prize for \u201cinnovative international products\u201d was awarded to Ermenegildo Zegna, Unilever, and Changsha Saturnbird Coffee Co., Ltd. According to Tmall Heybox report<\/a>, \u201crituality,\u201d \u201cmarket niches,\u201d \u201cvalues and beliefs,\u201d \u201cinclusive technology,\u201d and \u201ckindred spirits\u201d were some of the main trends in 2021 shaping the way new products make a successful debut in the Chinese market. <\/p>\n\n\n\n

During the 4th<\/sup> \u201cChina New Product Event\u201d in 2022, the introduction of the award for the \u201cNew eco-friendly product of the year<\/a>\u201d attracted a lot of attention as brands like Guerlain<\/a> and Kiehl\u2019s<\/a> were nominated. The establishment of such new award was a sign of where China\u2019s consumer market is going.<\/p>\n\n\n\n

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Source: Twitter, New products nominated as \u201cNew eco-friendly product of the year\u201d in 2022<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Exploring innovative marketing strategies<\/h2>\n\n\n\n

Since its debut in 2017, Tmall Heybox has never stopped exploring \u201cnew paths\u201d and continues to look for more creative ways to upgrade its user experience. Beyond introducing innovative products and brands, Tmall Heybox utilizes a unique marketing strategy that creates \u201ca relationship among users, products and the environment.\u201d It also adopts an omni-channel approach<\/a> that simultaneously integrates live streams with offline activities.<\/p>\n\n\n\n

For instance, on the 2021 Alibaba Design Week on May 14th<\/sup>, Tmall Heybox collaborated with popular KOL Viya to advertise exclusive designer items. Thanks to the KOL\u2019s influence, Tmall Heybox\u2019s designer product line HeyDesign gathered millions of views, consolidating its market share into the world of designer products. Moreover, for the offline events, Tmall Heybox invited top local digital artist Zhang Zhoujie and architect Zhang Shuojiong to create a futuristic Tmall Heybox exhibition area during the Alibaba Design Week.<\/p>\n\n\n\n

During the Chinese New Year in 2022, Tmall Heybox partnered with 50 popular stores in Shanghai, Beijing, Shenzhen, and other cities to launch the New Year\u2019s activity map<\/a>, providing fans with the opportunity to receive new products and other benefits. Tmall Heybox also introduced interactive events to bring customers an ultimate immersive new product experience, such as letting them unlock VIP services and visit pop-up stores.<\/p>\n\n\n\n

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Source: Baidu, offline scene-based product experience events<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

How TMall Heybox app can support companies with their product launches in China<\/h3>\n\n\n\n