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天貓啟動「百億新品計劃」
阿里巴巴(09988.HK)(BABA.US)旗下天貓宣布,為捕捉消費回暖機遇,將持續加碼新品戰略,聯合品牌共同挖掘新品長期紅利,夥拍歐萊雅、薇諾娜、小米(01810.HK)、雷蛇、李寧(02331.HK)、蕉下等品牌,在3月31日到6月18日啟動為期81天「百億新品計劃」,並將推出一系列新品扶持措施,包括上線新品試用報告、開啟校園上新計劃、建立新品導購矩陣,升級小黑盒營銷IP等,對重磅新品資源加碼。 淘寶天貓產業發展及運營中心總裁吹雪指出,新品能為品牌帶來更多高價值用戶,有效驅動品牌長期價值實現,未來將關注新品長期價值,又透露目前天貓新品先鋒人群已達到近2億人。淘寶天貓市場部總經理韓雯斐補充,圍繞著健康、愉悅、家庭和興趣的消費經濟正在快速增長,反映出消費者的消費偏好越來越精細,新品先鋒人群的消費增量更多集中於戶外運動、男士護理、潮玩、寵物用品,以及預製菜市場等圈層垂直化的品類。
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