On April 10th, at Kiehl’s US headquarters, Kiehl’s and Tmall Hey Box co-released the former’s new product “Calendula Serum-infused Water Cream.” The conference was an annual major event for Kiehl’s of world. Present at the product release conference were Cheryl Vitali, the Worldwide General Manager of Kiehl’s and Jiyun, the General Manager of Tmall BEAUTY. At the conference, Kiehl’s shared the latest developments of the brand and the importance of the Chinese market with its global media partners. At the same time, Kiehl’s announced the world-wide release of a new product with Wang Ziyi who is the “Officer of new brand” about Kiehl’s.
At the conference General Manager Jiyun of Tmall BEAUTY told media that Tmall commits itself to creating the top new product release platform in China and to becoming the preferred online partner for new product releases both in China and world-wide of Super Brands. This year marks the 10-year anniversary of Kiehl’s entering China, as well as the 3-year anniversary of Kiehl’s in-depth cooperation with Tmall, during which Kiehl’s has achieved fast and stable growth in sales. Therefore this new occasion of in-depth cooperation between both parties has even greater significance.
Tmall is committed to be the number one online platform that specializes in hatching new products in China. Tmall Hey box aims to be the preferred partner of all the international A-list brands such as Kiehl’s. Under the witness of global media kol, this time, Kiehl’s collaborated Tmall Hey Box establishing the “Calendula Fantasy Workshop” and the ceremony of new product releasing about Tmall Hey Box in New York. The creative measures about marketing of Tmall in new market era, has become a brilliant segment about brand’s global business activity.
Tmall Hey Box Builds an Innovative Model for Product Release
Tmall Hey Box together with Kiehl’s host product release conferences in the two International metropolises of New York and Shanghai. Kiehl’s Calendula Fantasy Workshop established three spaces for customer immersion experience: the Calendula Lab, Calendula Fantasy World, and exhibition booths. At the April 10th conference in New York, Calendula Serum-infused Water Cream was officially released. We have also appointed popular stars to interact with consumers directly and to engage with their young fan base: previously Wang Ziyi was invited to record and release brand exploration vlog. And at the April 24th conference in Shanghai Kiehl’s Skin Beauty Experience Representative Meng Meiqi will also be present.
By combining its grasp of consumers’ popular demands and the product characteristics of “Calendula Serum-infused Water Cream,” Tmall Hey Box together with Kiehl’s created the concept of “instant moisturizer,” which caters to consumers’ most urgent needs, reducing the cost of advertising and maximizing its effect.
Utilizing its advantage as the platform of the product’s exclusive world-wide release and the 30-day pre-order period in advance of offline platforms, Tmall Hey Box has invited renowned beauty bloggers such as Xiaoman, Xulaoshi, and Yanjiu, all having close affinities with the product’s target consumers, to release detailed trial reports using “instant moisturizer” as the keyword and containing pre-order links, which have piqued the interest of young consumers and resulted in a large number of reposting and pre-orders.
Tmall Forges China’s No.1 New Product Release Platform and Boosts Sales of New Beauty Products at the 100 Million Level
Chinese consumers and Tmall are playing increasingly significant roles in the global strategies of Super Brands, and the Chinese market, with its outstanding performance in terms of marketing innovation, has become a crucial segment for all international projects.
Tmall Hey Box is a channel created by Tmall especially for new products. It has become the new product release platform of 80% brands on Tmall BEAUTY, and it will dedicate itself to forging new beauty Super Brands whose sales are at the level of 100 million. In addition to gathering first-hand information on new products of major brands world-wide, Tmall Hey Box will continue to cooperate with brands of excellence to develop innovative and interactive strategies of new product releases, and of promotions of limited as well as tailored editions of these products. We aim to offer to our consumers a one-stop solution for previews of new releases, exclusive information on popular and rare products, and pre-orders, all of our famous brands.
With mobile shopping becoming the new habit, young people have become the main force of online shopping. As a consequence, the key to success for any brand is to quickly and effectively reach out to young consumers. Aided by the Big Data of Tmall, the competitive advantage of brands cluster on Tmall BEAUTY, and the top-notch marketing power of Tmall Hey Box, bands of excellence on Tmall will quickly and accurately locate its target consumers and potential young buyers. Meanwhile, the brands may also offer their consumers a more intriguing purchasing experience by taking full advantage of Tmall Hey Box’s innovative and interactive new product release strategies.
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