One way it’ll do this is through short-form videos and livestreaming, including more brand-produced broadcasts as well as content featuring influencers. Interactive features, such as pop-up product reveals, and increased personalization also allow brands to create immediate excitement for consumers that will hopefully translate into long-lasting brand awareness and loyalty.
Launched in 2017, the popularity of Tmall Heybox reflects Chinese consumers’ hunger for new and novel products. The marketing tool has been leveraged for product launches of many major brands, including Starbucks, Nike, Converse, Porsche, BMW and Piaget. With its upgrades, the channel aims to help 2,000 brands rake in RMB100 million from new product releases this year and to incubate 10,000 successful product debuts.