[Flash of Genius] Tmall Apple Product Launch

Chinese creativity never fails to amaze me.

Today, there’s a top banners on the biggest eCommerce platform in China – Tmall.

On the top purple banner, the Chinese reads “Secret Apple Product launch 2015”.

Tmall Home Page Top Banner on May 6, 2015

Tmall Home Page Top Banner on May 6, 2015

When you click into the banner, you’ll get the idea – A landing page with a typical Apple/Mac look and feel only with Real Apples in the key visual. (See the page here)

Landing Page for Queens Apple - sells actual apple - the fruit.

Landing Page for Queens Apple – sells actual apple – the fruit.

Looks Familiar?

Apple Feature

Apple Feature

Apple Feature

To top it up, they actually mock Apple to the max by creating a product videos completely Apple Style. I seriously love the video and the whole creative idea. (What exactly does a VP of Visibility Reduction do?)

Queens Apple Product Video

Queens Apple Product Video

http://cloud.video.taobao.com/play/u/788020900/e/1/t/1/p/1/25046539.swf

Yes, they are selling real apples from New Zealand.

This is by far, the best apple-mocking campaign I’ve seen (Apart from the whole Xiaomi craze).  Have a laugh and enjoy!

Follow-up:

It didn’t stop there:

Queens Apple and Tmall Internatinal worked with two top celebrities who are currently starring in the celebrities dating reality show “Let’s fall in love” (我们相爱吧)

With their Quotes, which had been hot topic on Weibo since the show aired.

Ren Zhong's Apple Packing with his famous quote

Ren Zhong’s Apple Packing with his famous quote

Shangwenjie  Customized Packaging

Shangwenjie Customized Packaging

Of course, KOLs (Nice adaptation of Coke’s “Share a Coke” – Isn’t the packaging familiar too?

KOL Posts

KOL Posts

They also built up the hashtag/ Topic on Weibo #AppleforReal# (真的是苹果)- It’s less than 48 hours since its debut on Tmall, the topic itself has over 20 million views and 17K Tweets and definitely counting.

What’s more? They have sold out over 30K packages of Apples in less than 2 days before they apples are picked. Isn’t it a marketing miracle?

Sold Out Banjner

Sold Out Banner

Well done, Tmall International! I wonder when international news will pick up the story.

Digital Marketing Vs ECommerce 101

I’ve been asked this questions too many times “What’s the difference between digital marketing and ecommerce?”

Interesting enough, it usually came from head hunters.

So here’s my take on the differences:

Digital Marketing 

It’s part of the overall marketing. It’s one of the many marketing means, like OOH, Print, TV etc. Digital marketing includes anything marketing means with digital media, which includes but not limited to:

– Your Own Website

– Search Engine Marketing

  • Paid Search
  •  Image
  • To put it on layman terms, you basically paid a few keywords/query related to your brand/products, when people type in these keywords, your ad appears on the search results as ad. It’s paid advertising
  • Search Engine Optimization (SEO)
  • According to Wikipedia, SEO isis the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines.
  • Search Results
  • Again, Laymen terms, you user different strategy to make your website attractive to the search engine so they rank you higher when people search

– Display

  • Display includes banners and text links (this is more important for cultures that love to read, eg. China)

Yahoo Home Page Screen Cap– eDM

  • Including sending emails to your own database and to the database of others – still one of the most cost-effective methods for driving quality traffic to your site especially in-house eDM
  • an eDM from Kate Spade
  • Social Media Marketing
  • For this I can go on and on… See 4Cs for Social Media Marketing and blog
  • Facebook
  • Weibo
  • Instagram
A Shoppable online magazine

A Shoppable online magazine

– Mobile Marketing – any marketing done on mobile or tablet platforms including advertising, website, app SOLOMO etc.

ECommerce 

Ecommerce is according to Wikipedia, “commonly known as e-commerce or eCommerce, is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction’s life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices, social media, and telephones as well.”

Laymen terms again, it’s the act of doing business on digital channels. For that you need marketing and operation.

For different industries, operation can be very different. Just to name a few:

– Hotels/Travels – Operation involves the payment gateway, booking engines on the site and how it links to the reservation system in the hotel or air ticketing system

– Online learning – Operation involves payment gateway, how the online subscription is manage. How you are billed monthly, when your subscription end etc

– Retail – This is very complicated. There’s a term called – Fulfillment. Basically, operation includes planning assortment and inventory for ECommerce, warehousing the products, packing the products, payment gateway, application integration middleware, ERP, shipping the product out, return & exchange and aftersales.

Of course, there’s the marketing side of Ecommerce which is quite overlapping with digital marketing. However, Ecommerce marketing is not just using digital means, you see OOH sides or print advertisement or even TVC promoting online sales. This is Ecommerce marketing too. So, it’s not purely digital.

Getting more confused?  One Sentence, digital marketing is one of the marketing means; ecommerce refer to the whole process of doing transaction with digital media. Hope it helps.

Why I love ASOS – From the Eyes of an Ecom marketer and an online shoppaholic

I wouldn’t say it’s a confession of an online shoppaholic. It’s more like putting things into perspective from a target audience’s eyes who happens to be a semi insider.

My Favourite eCommerce site of all time is ASOS! No doubt about it. It’s THE eCommerce site that got me addicted to online shopping and abandon brick and mortar as a whole.

Why do I love ASOS? Cheap and stylish isn’t just the only factors. [All images below are screen cape

1. Appeal to your Audience

Most of the customers, including me are almost always attracted by its deals and offering. Much too often, I didn’t end up buying just the discounted products, but a lot more full price products.

They know their target audience well. What are they looking for? They are looking for affordable fashion that gives you your character and make you able to stay up with the trend without paying your whole salary.

Deals on Home Page:

What grabs your first attention is the key visual that showcase “what’s in?”. 

And next – Deals! Prominent discount sign just beneath the top navigation:

What’s more? They appeal to both people who look for a percentage discount with image and also the people who look for a fixed amount off discount with plain text.

Image

2. Basics

  • Free shipping to over 190 countries. Try beating that.
  • 850 brands from fast fashion to high street fashion at outlet prices.  
  • All prices are shown in my local currency.

3. User Friendliness

Easy Navigation 

  • All you have to do on Home Page is to pick gender and what items you are looking for. To avoid cluster, you can filter by size, colors, price ranges and brands etc. The filters are all conveniently located on your left hand side that doesn’t distract you from the alluring products
  • Image
  • After filtering, you can actually see what fits you. You can choose the viewing options to display more for your to you see at one time. I can further sort by price and what’s newImage
  • If there’s multiple colors available, there’s a sign showing ‘More Colors”. When mouse over the products, you have the options to save or quick view, which is pretty normal for all fashion ecommerce site. What really got me is their Runway video of almost all products that helps you the visualize how the piece of clothing looks like on human (They give you the size of the model and what size they are wearing too)
  •  Image
  • Fit Visualizer – that’s actually something new that I never tried. I personally just think it’s a good gimmick but not that friendly to use. Not that I will actually take out a dress and measure it according to the instruction and fill that in. – Nope, not for me. The size guide is actually more practical.
  • Image
  • Image
  • Enticing suggestion – they match a look for you that you can easily “buy the look” with a click and also the product suggestion are so accurate. The dresses they show are just what I also like.
  • Image
  • The checkout is just smooth.

3. Way to get you

  • Abandon carted email – after you put in a few items in your cart and you didn’t check out with. You immediately get an email reminding you what you liked
  • Limited Time offers – You get it all the time with a count-down ticking on the animated email
  • Fans only offers – there are landing pages that are posted on Facebook that are only available for a limited of time that builds your urge

Enough for today. Now I have some serious shopping today. Stay Fab! Guess what I will buy? ;-p