(Source: https://pltfrm.com.cn)
Tmall offers sellers a wealth of data through its analytics platform, which can be immensely helpful for identifying cross-category promotion and collaboration opportunities. Here’s how you can leverage this data to your advantage:
- Demographic Insights: Understanding your audience’s demographic details like age, gender, location, and purchase behavior can help you tailor cross-category promotions. For instance, if you’re selling skincare products and find that a significant portion of your audience is young women from urban areas, you might collaborate with a popular cosmetics brand to create bundled offers.
- Trending Categories: Regularly check which categories are trending on Tmall. If you notice a category that complements your product range rising in popularity, consider creating a collaborative promotion or a new bundle.
- Purchase Path Analysis: Understand the customer’s journey and identify where they go after visiting your store. This can provide insights into other categories or products they are interested in, enabling you to strategize partnerships or cross-promotions.
- Cart Analysis: Check the items that are frequently bought together. This is a direct indication of cross-category interests. If you notice that a product from another category often accompanies yours in the shopping cart, consider a collaborative promotion with that category’s top sellers.
- Customer Feedback & Reviews: Going through customer reviews can give you ideas about what complementary products they use or desire. For example, if you’re selling sportswear and many reviews mention a specific type of fitness equipment, you have a potential collaboration right there.
- Seasonal Trends: Some products have seasonal appeal. By analyzing sales trends across different categories during various seasons, you can anticipate and create cross-category bundles. For instance, during winter, a skincare brand might collaborate with a fashion brand selling winter wear.
- Search Data: Review the search terms that lead users to your store. These terms can give insights into other related interests of your target audience, guiding you towards potential collaborations.
- Engagement Metrics: Understand which of your marketing content (like blogs, videos, etc.) get the most engagement. If a piece of content discussing the benefits of combining your product with another category gets high engagement, it’s an indication of interest in such a collaboration.
- Competitor Analysis: Keep an eye on what your competitors are doing. If they’ve engaged in a successful cross-category collaboration, consider how you can offer something even better or different.
- Surveys and Direct Engagement: Occasionally, conduct surveys or engage directly with your customer base to understand their preferences, needs, and interests across various categories.
Collaborating across categories and leveraging promotions can significantly boost visibility, sales, and customer engagement. By tapping into Tmall’s extensive analytics and insights, sellers can craft well-informed strategies that resonate with their target audience.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！
