The importance of e-commerce and e-communication is growing every day, and many companies are striving to offer high-quality online experiences to customers through online marketing tools. Marketing on social media attracts the interest of customers by capturing social issues and turning them into novel ideas, and offers entertainment to customers with witty ideas like WeChat H5 marketing. Making good use of e-commerce and e-communication will provide information to a wide base of customers within a short period of time, while also expanding the channels, thereby resulting in an improvement in brand awareness.

 This year, Tmall has done something new: they created a vivid and lively theater on the smartphone.

 Tmall Worry-free Purchase is an integrated online service by Tmall introduced in July 2016, offering services that touch upon the hearts of customers who have purchased a product at Tmall, such as an unconditional refund service within seven days, a pick-up service for returned products, a prompt refund, and an extension of warranty. In short, Tmall is in charge of online sales, while Tmall Worry-free Purchase is in charge of services related to online purchases.

 Tmall Worry-free Purchase is named so that consumers can have a 'worry-free' experience in online purchases. Advertising agency W provided Tmall Worry-free Purchase with marketing strategies like 'enjoy shopping and forget about service,' and 'Worry-free is all you need,' through which consumers could see a world of worry-free online shopping. Furthermore, Tmall came up with a bold idea called Tmall Care Drama Club, which is an exclusive service for smartphones and China's first synergy marketing tool to create brand services through dramas. The idea is modeled and personified, and then turned into brand equity. W found a new theme to overcome the limitations of old and conventional advertising methods, and came up with a better stage to express its creative service concept.

 The biggest advantage of friendly marketing using empathetic contents is that it can win the hearts of consumers. Surely, everyone has the experience of taking an interest in an empathetic and easily relatable advertising copy on the smartphone? What's the hidden secret to turning this interest into greater intrigue?

 Let's check out Tmall and Taobao, for example. Tmall implemented an online PR strategy that is differentiated with other companies on iFashion Week with the theme, "We use 30 minutes picking out something to wear every day before we go out. The world's already so boring, but should we be boring even when picking our clothes?"

 In 2016, FRED & FARID Shanghai released a video clip Watch Me at Taobao iFashion Week recruiting people who have a unique style free from convention. It conveyed Taobao's message that encourages the young generation who embrace diversity, enjoy freedom and try to come out of a rut.

 People with great personal style and unique individuality were selected to send them information about customized styles at FRED & FARID Shanghai, using Alibaba Group's big data. Over 100 styles that might be preferred by consumers, as well as 10 different genres of music and backgrounds, along with various styles of writings were prepared and integrated with big data. If users turn on Taobao, they will receive advertisements of their own fashion style and taste.

 Personally, I think the importance and completeness of e-communication marketing will only increase. Therefore, we must make use of online channels and try all kinds of methods to provide a high-quality brand experience for a greater number of customers.