As part of their “Tmall Brand Day”, the e-commerce site has collaborated with a group of brands to create a special holiday for them. As part of the arrangement, Tmall redesigns the brands in a Tmall way to included them as part of the campaign – each day, a new Tmall-ization of a different brand.
Being part of Tmall’s special holiday should be great news for a brand – with almost 40 million daily shoppers per day, and 400 millions users in total.
But looking closely at the rollout of brands, as GIF animated images, it feels brands need to control how they are presented to SO many Chinese consumers. Read below, to see being Tmall-ed is not necessarily good for your brand.
First, Casio – 8/10
For Casio, the pixellated effect, seems to play to their brand heartland, of being a retro, childhood, early-tech brand. A imagery captures the essence of Casio TR600 – limited edition selfie camera. See below, it is cool, but the same level of synergy did not eventuate.
Second, Vans 4/10
Vans a cooler, millennial-attention-seeker focussed on street fashion, is Tmall-ed in a way that ‘aint so cool”. The animated couple come across are arcadep-like in the their actions, quite the opposite of the dynamism of their brand image locally. Now, thats not “sick”, far from cool and fun.
Third, Maserati 3/10
Despite singing the praises of Maserati’s Tmall presence earlier in the week. They have not matched that stroke of genius in terms of Tmall Day. Instead, the brand comes across as ‘gimmicky’ rather than ‘premium’. As you can see below, its car with ‘balloons in the boot’ – hmm, brand connection …. fail.
Fourth, Biotherm 4/10
The skin care brand has been Tmalled as a beauty-conscious painter, painting himself with Biotherm. Yes, it is a direct product link, but associating skin care with a ‘fast fix’ strips the brand of its credentials as a skincare regime over time. In the Tmall rendition, Biotherm becomes ‘wipe-on, wipe-off’ – a temporary fix.
Key moral of this campaign, it is important to maintain control of your brand image in the context of collaboration with other brand partners. It feels the “Tmall Day Brands” got a bit starstruck, and lost themselves in the process.