[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.

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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.

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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
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  • 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)
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  • 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.
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  • 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.
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  • 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