Tmall: 2019 Brand Strategy

Chinese e-commerce platform Tmall used big data in a multi-channel campaign to build loyalty and increase sales without discounting or celebrity promotions.

Campaign details

Brand: TmallBrand owner: AlibabaAgency: BBDO ChinaMarket: ChinaIndustries: Online retailMedia channels: Cinema, Online video, Outdoor, out-of-home, Search marketing, Social mediaBudget: 5 - 10 million

Executive summary

In an increasingly data-driven world, the best marketers use it to build strategies that drive growth.

As China's top e-commerce platform, Alibaba's Tmall has access to robust data on Chinese consumers' real-time spending behaviours. To stand out in a discount-driven marketplace, it moved data into the foreground.

By revealing niche, tribe-based trends through Tmall big data, it was able to...

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