BBDO Shanghai has used data gathered by online store Tmall to help develop a 2019 brand campaign for the company, titled 'Define Your Ideal Life.'
Insights uncovered by Tmall show that buying behaviour is not all that straight-forward; and identifies what consumers value in life. Using this global data, Tmall created the Top 10 Consumer Trends and, from this, BBDO created the 2019 brand campaign that highlights different definitions of an ideal life.
BBDO created a series of assets including online videos, print and social ads, the first of which launched on Monday, 20 May 2019. The new brand strategy helps cement Tmall as a quality shopping destination for consumers all over the world, and aims to inspire consumers to define their ideal life.
Pet sales have increased exponentially over the last 12 months, showing that pets have become important companions in our lives. Sales for over 50 year olds for trendy clothing brands have increased by 93%, showing that seniors are opting for more ‘cool’ clothing over the usual baggy, more comfortable attire. Sales of Chinese designed clothing has increased by 146% from last year, which means there is a definite increase in interest in purchasing local goods. Sales in skincare, beauty and makeup by men has increased by 401%, showing that this industry isn’t just for women, as we typically believe it to be. Over 16.5 million people buy good-quality kitchen supplies, but they also buy instant noodles at the same time. This shows that people do not just favour one or the other; they like to lead a quality life but also save wherever they can.