Women'S Clothing: The Brand Combination Of Electric Business Brand And Traditional Brand Perfectly

Double 11 nights.

The beautiful island is like the call of the dragon, the gale of the dragon mother, the super Marie who checks the product, the face free man uploading the page, the "shadow feeding" Naruto, the gourd baby who is staring at the big screen, and the characters on the front and rear roles of the movies are jumping up and down.

In fact, regardless of whether the result is good or not, this team presents a state of spirited and positive freedom, just like the 16 year double 11 that has been followed by the CCTV financial channel reporter. The gale is still naughty and mischievous. After zero point one times, it has played a bet with Da Yu, and gambling can break 10 million in a few minutes.

Gale: profit, no inventory.

When the double 11 countdown is over,

The sales volume of single store jumped to 113 million 70 thousand, and succeeded in the Tmall double 11 trillion "billion club" and completed an increase of 15.31% over the same period, becoming the TOP online original design brand that the women's wear hall still keeps growing.

Double eleven this year.

The sales target set by the brand is 113 million, and the actual sales volume is 113 million 700 thousand, so it is a miracle to have such a precise target prediction.

Behind this miracle is actually a powerful BI system.

CIO, barley said: "with the help of the system, every activity's stock selection and price adjustment can be estimated and deduced in advance, and sales analysis and gross profit perspective can be made in time. The operation team can have a relatively accurate grasp of the intensity of activities and merchandise distribution.

In addition, the commodity planning team determines the inventory structure according to the objectives, and the operational team estimates the gross profit and sales volume through the BI system, providing decision support for the promotion activities on the double 11 day, and the application of data and collaboration among various departments in the supply chain is particularly important.

This year, the precise prediction of the double eleven sales target is precisely

Using the independent research and development information system "BI" and business staff, use data management to replace the success of experience management.

Behind the sales of billions of dollars, how to improve the sales rate is also an art. First, the accuracy of stock preparation is high.

From August, we began to pay attention to the trend and forecast of the autumn and winter season, and promptly replenish the goods to ensure the integrity and richness of the products. In September, we began updating the procurement budget according to the Matthew effect after each sales node, and ensured the accuracy of the replenishment products through the gradual release of the purchase amount. From the beginning of October, the basic work of the operation team and the planning team daily was to analyze the data of clicking, browsing, booking, collecting, purchasing and so on all the double 11 pre-sale goods and new products in the past, and promptly adjusted the order structure and inventory quantity of the commercial products in the supply chain by comparing the categories and the year-on-year and ring ratio changes of the single product, so as to ensure that the inventory was minimized while meeting the expected sales volume.

Throughout the dual eleven stock preparation process, planning always keeps close communication with operations and understands each other's strategic changes. This is especially important to keep the information of the product end and the sales terminal consistent and consistent throughout.

On the basis of accurate stock, the supply chain is the second line of defense to protect the sold out rate.

It has been said that supply chain is the biggest short board of clothing brand on the line of origin.

And today's

It is no longer the business that requires 45 days to sell pre-sale goods to consumers. After becoming Taobao's first self built supply chain dress brand, after several years running in with the supply chain, the sale and sale from the product development to the on-line sale can reach up to 5 days, and then only 25 days for large goods and warehouses.

Based on the statistical analysis of the mature data of SCM and BI, it is faster and faster to reverse the flow of information from market terminals to R & D terminals, and then create and produce products.

Under the three guarantees of accurate prediction, accurate stock preparation and fast reverse supply chain,

In this year's double 11 shine, the sales of the entire brand slightly exceeded the estimated target 113 million, and the sold out rate reached 65%, which is a proud place for the operation.

Be the most popular design brand.

The design brand is unique, and the design brand with a sense of responsibility can integrate into the public and lead life.

It is not forgotten that she is the brand that lets millions of people see their clothes and wants to travel.

At this time, the proportion of hand washing accounted for over 82% of double 11. Apart from increasing the younger age of sports and wind, the clothing style and shooting style are younger and closer to life scenes.

Speaking of this year's double 11 product, Vice General Yu Yu said:

This year, we will pay more attention to the quality of products, upgrade the category development, increase the richness of products, and let consumers have more and better choices.

Consumers are becoming more rational, and it also poses a great challenge to the traditional double 11 game. Relying on low price competition has not been able to attract consumers' attention to double 11. So this year, 11 new products of split and silk products start up to 340, which is eight times in the history of "double 11".

From the beginning of October 10th to the end of the warm-up, a great deal of freshness, coupled with full preheating and intense shopping atmosphere, broke 11 of the new products sold out to 70%.

In addition to adding a large number of basic bottoming style clothing, combined with market search data analysis and low temperature this year, many kinds of down garments have been added to the rip and silk. Especially in their creation, many popular elements have been added, and the main strength of the commodity structure will be concentrated on Upgrading and enriching the advantages of e-commerce.

Da Yu said: "the new products are effectively reflected.

The ability to respond to market changes. "

The consumption process is enriched and entertaining.

As a brand with internet gene, cracking and silking can quickly respond to changes in marketing methods.

Before the beginning of double 11, the live broadcast team was established for three months. It was composed of 2 people from the marketing department and 4 from the design department.

In developing users' habit of watching live broadcast, they always follow the principle of finding industry value rather than short-term commercial value.

The live broadcast planning team did not choose to use a large number of incentives to attract attention, but through new product trial matching to meet the fans' deeper understanding of the needs of the products, and through community management to maintain the fans watching the live hobby, in order to establish a more in-depth interaction.

In this regard, Da Yu said: "the most essential difference between pure electric business brand and traditional brand is the interaction with consumers, which is why this year's rip has been invested in the live broadcast."

As early as the beginning of October,

That is to say, the designer launched a live interaction with fans to display nearly 1000 items.

From November 1st to 11, there was also a series of live broadcast: "double 11 new product wear", "parent-child collocation" - those years' child care classics, "walking show live in fashion Beijing T stage", "fashion Beijing creative life exhibition" and so on.

Da Yu said: "in the process of live interaction, many consumers have said that double 11 must come to crack down on silk consumption, which is reflected in the purchase data during the warm-up period: in the case of the overall traffic decline this year,

The number of preheating and purchasing has reached two times as much as that of last year, and the conversion rate has reached the peak of 9.63% in 8 years since 11.

With good product quality, increased product richness and closer interaction with consumers, we thoroughly cater to what Xiaoyao said before double 11: interactive entertainment as the carrier and entertainment as the carrier.

The coming of the new retail era is an opportunity for Amoy brands.

Throughout the eight year double 11 process and changes, many people say that the traditional brand has gone from the previous confrontation with the electricity supplier to the present mutual integration. The road to Amoy brand will be more and more difficult to walk, and the bonus period of pure electric business enterprises has ended.

however

Deputy General Yu has a different view: this year's double 11 online and offline integration is the Alibaba's "new retail era" strategy, promoting the upgrading and evolution of consumer attitudes.

Not only that, the comprehensive fusion of traditional brands has brought more traffic to the online industry, but also an opportunity for Amoy brands.

In recent years, consumers are no longer simply impulsive consumption to double 11, but more concerned about personalized needs. Consumers' experience in shopping is getting higher and higher. The influence of price on shopping strategy is gradually weakened. Consumers no longer value the price, but consider the convenience of consumption brought by double 11 from multiple dimensions. Taobao and Tmall have one billion of goods ID, which can be said that this is impossible for traditional business models to achieve.

In the Internet age, the survival of the fittest, rather than the traditional brand, will be stronger than the future of the Amoy brand. The throes of the pition period are inevitable.

I believe a lot of Amoy brands are integrating supply chain and design research and development.

It is fortunate to split the silk. Fortunately, we always adhere to the original, from the supply chain, design research and development to catch up with the traditional brand, and constantly enhance the brand influence. The Internet brand, which is just over 10 years old, is proving with a number of beautiful results to walk in, and the goal will eventually arrive.