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Tmall launches new products gateway on Taobao mobile app

Alibaba’s Tmall has launched a dedicated gateway for customers to discover new products through the Taobao mobile app.

From today, customers clicking on the “Tmall” icon in their Taobao mobile app will be directed to the “Tmall New Products” channel, which includes a full array of new features – including Tmall’s “Most Sought-after New Items,” “The Next New Things,” “Limited Editions” and “New Flagships.”

Working with brands and key opinion leaders, the channel will provide customers with in-depth information and recommendations on new products.

“Building on our strong track record, we will continue to invest heavily this year to help Tmall brands and merchants attract traffic and infuse innovation into their supply chain management, product development and cross-disciplinary collaboration,” said president of Taobao and Tmall Jiang Fan.

“Our goal is for Tmall to become the top launchpad for global brands’ debuts. We will provide the necessary support to brands to make their product launches more effective, on target and successful.”

The new product launch channel for is powered by Tmall’s suite of marketing tools, such as “Hey Box” (offering consumer insights and data-driven strategies) and the Tmall Innovation Center (which helps brands identify new channels and strategies to tap the Chinese market).

In the past year, 82 per cent of new products tailored by TMIC became a top-three “hot” item in its category within 30 days of launch. TMIC has also reduced the product development cycle by half, to an average of nine months.

Last year, global beauty and cosmetics brand Estee Lauder introduced a new serum supported by Tmall’s Hey Box solution. The brand boosted the product’s popularity to become the top-selling high-end serum within 30 days of the product’s debut on Tmall.

In March 2018, supported by Tmall’s consumer profiling and precise trial targeting, Maybeline launched its “FIT me” liquid foundation on Tmall and sold more than 100,000 items in one day, setting the daily sales record for liquid foundation on Tmall.

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