The Fourth China Clothing E-Commerce Summit To Explore The Way Of Clothing Brand E-Commerce

In China, most successful garment enterprises are better at brand building, brand promotion and brand marketing, but for traditional clothing enterprises, they are faced with challenges.

For new brands, how to break through brand building on the Internet

These questions may be answered at the fourth China clothing e-commerce summit in November 23rd.

The clothing business summit is sponsored by Beijing Zheng hope Consulting Co., Ltd., enjoying a good reputation in the industry. This conference in Shenzhen brings together representatives of North and South clothing brands and e-commerce platforms.

This year, Taobao mall double eleven, the new recruits of electric business, JEANSWEST created 27 million results. Liu Weiwen, director of the group, discussed how they succeeded in docking traditional brands with the Internet.

And the double eleven category sales champion GXG, also by the electricity supplier responsible person Li Shujun made a wonderful sharing, in talking about double eleven because of system problems lead to problems single, Li Shujun to all the affected buyers bowed deeply apology, but also attracted the applause.

Fang Jianhua, chairman of the double eleven women's wear sales champion, looked at the future of the clothing brand in the eyes of the participants.

Feng Nianwen, deputy director of the Electronic Commerce Department of the Shenzhen municipal market supervision and Administration Bureau, Wu Zihan, chairman of Napa Jia, the founder of sinobrand, Kim Guang, and Juhuasuan operation director, also made a wonderful speech.

In the "double eleven" special session, the leaders from Bo Yang, Luo Meng, ladies house, Anta, San DIO and friends of Taobao mall share the story behind the double eleven, sharing the sweat and laughter of the electricity supplier.

From ten million to forty million GXG double eleven miracle, from last year's "tens of millions of sister" gorgeous turn this year's "forty million elder sister", GXG electric business person in charge Li Shujun came on the scene, it attracted the attention of the whole audience.

It is not unusual to do better in a year than in a year. Under the background of the great efforts of Taobao mall, many brands easily surpassed the achievements of last year, but they turn over four times a year, which is an amazing sales achievement both in the electricity supplier and in the traditional market.

The question is the same: How did they do it?

the secret of success

At the fourth China clothing e-commerce summit sponsored by Zheng Wang, this year's Taobao double eleven total category sales champion GXG general manager Li Shujun summed up the following four points:

First hand support + brand influence + market card accuracy + quality team

Many brands have built their own e-commerce team, but this does not mean that the brand is very supportive of the electricity supplier. On the contrary, many traditional brand electric business departments are the most popular in the whole group.

Selling is stock, want to go cheap and be criticized for affecting the brand image, rising and selling.

What's more, there are still some suggestions for selling offline channels.

GXG has given full confidence to Li Shujun's team, and GXG has been optimistic about the electricity supplier's heart, enabling the electronic business team to be free to play their skills.

The influence of the brand itself has also contributed greatly to the achievement of GXG online.

In the clothing business, the top men's clothing brands often come from traditional enterprises. The GXG line achieves 1 billion 500 million a year, and online achieves 120 million. The two channels form good interaction and promote each other. Many people know the GXG on Taobao mall, and then buy GXG's clothes and clothes on the line.

From the beginning of its birth, GXG has made a precise judgement of the market, reducing the color to the most classic black-and-white grey three colors of men, and touches on the fashion cycle rules.

These made GXG quickly have a stable customer base, and these fashionable people are just the advocates of online shopping, enjoying the fun of buying GXG online.

In Li Shujun's opinion, a good team is not a buffalo type that everyone can do but lacks unity. It is not a crabs that drag on each other. It should be united as wolves, and has the same leadership and organization as wild goose.

Li Shujun built an excellent team and created an excellent team gene.

GXG has a very standardized activity template, so that the new employees can quickly grasp the process and become qualified operators in a short time.

One day outbreak

Behind the outbreak of the day is a long period of strategic planning.

GXG has done enough preparations for this double eleven.

At the very beginning, Li Shujun put forward four important points to pay attention to: traffic, pformation, delivery and customer service.

In terms of drainage, the whole team is familiar with this year's goal. The team training will convert the conversion rate of customer service to customer service. In order to raise the customer price, GXG has spent a lot of efforts in promoting the sales promotion this year.

First of all, there is a full reduction on the basis of the whole half off, while time awards are also set.

And the prize setting is also fastidious. Li Shujun has not set up a prize such as IPAD, like many other brands. The prize is attractive but not widespread. Instead, she believes that the key to the prize is customer needs.

So GXG provides a $3888 leather garment every hour, which is the popular hot money this year and has a strong attraction for GXG customers.

In terms of logistics, GXG opened 12 pipelines in Ningbo's local warehouse this year. Most shipments and shin Feng cooperation, EMS and Shentong in 5% to the same area, and also deployed a team to support.

A thorough preparation was immediately reflected in the results, which surprised Li Shujun and her team that the sales volume of GXG began to peak at the time when the customers should have gone to bed (7:00 in the morning).

From 8 to 9, 2 million 60 thousand has been done.

Originally, Li Shujun's goal is to dress first. He has made the first place at ten in the morning.

Double eleven ends. GXG ranks first in the whole category with sales performance of 41 million 950 thousand.

Never give up

But even with such comprehensive preparations, the double eleven had unexpected situations.

This made Li Shujun somewhat aggrieved: 100 customers were dissatisfied with the logistics of GXG this year.

At that time, because of the oversold problem of the system, there were still some non attributable orders which could not be followed up. There were more than 1000 single questions, customer service tried to save, but 100 customers were dissatisfied.

In fact, it is not easy to reduce the unsatisfactory feedback to ten percent, but the goal of GXG is that even if the customers are dissatisfied, they hope that they can understand and not GXG.

Therefore, when the accident happened, Li Shujun's team made the fastest response, immediately made remedial measures, so that the non property customers came back 1/3 in the evening, and then returned 1/2.

Even so, Li Shujun is still grim about this. At the fourth session of the clothing business summit, Li Shujun apologized to the customers on the spot. A sincere bow made the audience applause.

When accidents happen, they are not all destroyed, but can be further improved.

In Li Shujun's eyes, no matter how pessimistic the Internet is now, whether the Internet is approaching winter or not, as a brand retailer, she feels that the Internet is a spring, a new channel, and a new market.

Focus on the whole network, focus on Taobao.

The miracle of GXG is still in progress.