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服務品牌精準上新,考拉海購成立“數字化新品研發中心”
格隆匯 03-24 16:49

3月24日,在2021全球商家大會上,考拉海購宣佈將成立“數字化新品研發中心”,首批聯合100個品牌,一年內研製出500款新品。

考拉海購CEO呂健美宣佈成立“數字化新品研發中心”

據瞭解,“數字化新品研究中心”將聯合全球品牌進行新品研發合作,通過考拉海購的數據能力和會員模型,為品牌提供精準的新品觸達和用户反饋,幫助新品迅速進入消費者的“朋友圈”。

“新品上市之初,最重要的是獲取第一波用户,考拉海購黑卡會員有大量新中產,他們能夠幫助新品迅速建立灘頭陣地,也是口碑擴散的最好人羣。”菲洛嘉中國電商總監Raul Zhang説道。

去年8月,考拉海購戰略升級會員電商,半年來考拉海購黑卡會員增長超過150%,沉澱了一批有消費力和潮流影響力的忠實用户。數據顯示,剛剛結束的考拉黑卡日,奢侈品銷量同比去年增長334%,考拉海購與LV設計師合作的聯名T恤上線即售空。

據考拉海購數據,2020年,來自泰國、新加坡、意大利、希臘等全球21個國家的海外品牌,在考拉的銷售增幅均超過120%。土耳其玻璃杯、德國鐵鍋、摩洛哥精油等小眾商品備受黑卡會員歡迎。疫情期間,考拉海購和泰國乳膠寢具品牌TAIPATEX共同為黑卡會員研發的墨烯乳膠枕,單個新品帶動品牌逆勢增長,大大緩解疫情壓力。

“考拉海購黑卡會員中,有一大批追求個性、崇尚多元的新中產,他們喜歡探索不同的生活方式,願意嘗試新鮮的事物,是未來消費升級的引領者。”考拉海購CEO呂健美説道。

呂健美表示,考拉海購未來也將繼續深耕會員電商,通過更強的新品研發能力,持續創造考拉首發、考拉獨有的商品,幫助品牌不斷髮現消費趨勢的新浪尖。

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