Bo Yang Home Textile Remolding Online Shopping Legend

Taobao mall

Two years of top ranking online shopping

This year, Taobao mall conducted a network survey on promotional brands.

According to the survey, the voting of 810 thousand people has become the most anticipated brand of "double 11" online shopping consumers.

Wu Ronghua, general manager of Bo Yang home textile, said: "in May of this year, Bo Yang home textile started to prepare for the online shopping carnival.

When it was just 1 a.m. in November 11th, Bo Yang's sales exceeded 10 million yuan.

At that moment, he was excited, the whole Bo ocean was boiling.

Because they know that the target of selling 40 million yuan on that day is expected.

Sure enough, with the enthusiastic participation of the Internet users, the Bo Yang holding group has achieved an order of more than 100 million yuan, and the payment is over 80 million yuan on that day. The number of orders on the day of the Bo Yang home textile company is over 60 million yuan, and the payment is more than 40 million yuan, which once again won the first place in the online shopping category, and broke the record set by last year.

"Last year singles day, our

Logistics and distribution are the key.

If sales volume is so large, if logistics can not keep up, it will reduce the brand's status in the minds of consumers and influence the reputation of Bo Yang.

Therefore, logistics is Wu Ronghua's main concern before the bachelor's day.

"Logistics companies will certainly not speed up their pfer capabilities because of the" bang bang "of singles' day. We learned lessons from last year's" singles day "online sales activities. In order to enhance consumers' online shopping experience and avoid paying customers, they had to wait two times longer than before.

Wu Ronghua said that by arranging consultation with logistics companies in advance, the logistics company arranged more than 70 employees to be stationed in the warehouse of Bo Yang home textile that day, responsible for packing the products and sending them to the logistics pfer center. Systematic arrangements and preparations were made to achieve the leapfrog pformation and upgrading of the textile industry.

"What outsiders see is Bo's surging sales and immediate gains, but we can't see the cost behind us.

If last year was an unexpected gain, this year's achievement is basically in our expectation, because we have made too much preparation for this. "

Wu Ronghua said so.

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In terms of goods storage, in order to prevent the goods being broken up seriously and without goods to be sold, this year, Bo Yang Group has prepared more than 200 million goods to ensure adequate supply of goods. In warehousing, the company has expanded the storage area in advance to expand the B2C logistics distribution area to 10 square meters, and at the same time, in order to prevent the cooperation of the courier company's "explosion storehouse", all the major express company's personnel have been deployed to ensure that the goods can be delivered to the customers accurately and quickly.

Wu Ronghua said: "in April of this year, when Taobao mall celebrated the establishment of the 3rd Anniversary major sales promotion, the market of Bo Yang home textile maintained its first place in the home textile market with the performance of 15 million 950 thousand yuan.

After that, Bo Yang home textile began to plan products according to the promotion plan in November 11th, and developed a large number of autumn and winter suites, such as sanding, short plush and Raschel. Because according to past experience, the demand for such products was the largest in November. Last year's experience told us that such autumn and winter products can basically bring 25%~35% sales.

As we have predicted, these products still account for a large proportion of sales during this year's "double eleven" period.

To learn from experience and adjust goods in time is an important reason for Bo Yang to win the first place of Taobao mall in one fell swoop.

Grasp the rhythm of sales

On the one hand, the success of Bo Yang home textile is that its marketing rhythm is accurate, and it has grasped 3 time nodes all year round. The first point is to take advantage of the Taobao mall 3rd Anniversary Qing FA Li, which is also the first peak season for the home textile industry after the Spring Festival.

Subsequently, in the off-season, Bo Yang home textile has been creating a brand atmosphere and brand maintenance, creating the concept of home textile experts, and has launched a series of interesting activities such as house music and weekly recommendation in the promotion and promotion, so that customers can maintain freshness in the off-season.

At the end of 8 and early September, the sales of home textiles gradually began to rise. The opportunity to launch a big promotional campaign was launched by Bo Yang Home Textile Co., which first released some demand during the peak season and sold 30 million yuan in one fell swoop.

The last time, naturally, is "double eleven". At this time, it is close to the end of the natural year.

Since the beginning of April this year, the flagship store of Taobao mall has joined the public welfare elements. When the earthquake happened in Yingjiang, Yunnan, shortly after that, it was difficult to rebuild after the disaster. It launched the first activity of a single dollar. It promised to donate 1 yuan to Yunnan Yingjiang every time a deal was made, and now it has accumulated more than 22 yuan.

After the success of this promotion, Bo Yang kept in mind the promise he had made, and led more home textile brands to cooperate and hold a "pro, I can hug you." love hugging activities, online and offline public welfare, and gained more consumers' recognition.