"Double 11" Sells Over Three Billion Clothing Enterprises

Crazy "

"The promotion promoted Tmall's brand awareness to the climax. It also made three brands of over 100 million sales: JACK&JONES flagship store and camel.

(CAMEL) flagship store and all friends flagship store.

At present, the traditional industries have suffered the decline of performance and high inventory. These three brands have opened up the blue ocean.

In particular, the Danish Bestseller group's menswear brand JACK&JONES (JACK&JONES), with 127 million yuan in all day sales, ranks the first Tmall store to break 100 million stores every day, and is also the sales champion of the day.

Tough battle

50 people's e-commerce team, thousands of goods, ahead of two months of preparation plus more than 40 hours of sleepless night......

JACK&JONES, the "king of electric business", was not made in a day.

JACK&JONES (

The head of the electricity supplier told reporters that the company set up the core team of the electricity supplier operation two months ago to prepare for the "double 11". 50 people are responsible for the "double 11" battle of four brands including JACK&JONES.

In addition to the core team of these 50 people, there were 300 people arranged in the light customer service, and 1500 of them were responsible for the warehouse delivery.

The official said, "the whole team has not closed their eyes for more than 40 hours in a row."

General manager Wan Jingang also said that nearly 700 people's electronic business team made preparations in advance of the March election, and began warming up publicity in half a month, excluding 500 college students and 400 outside staff.

Online offline differentiation

Traditional industries do business, the biggest two problems are propaganda and logistics warehousing.

Wan Jin Gang said that the camel's "double 11" advertising total investment was 6 million yuan, a slight increase over last year.

In terms of logistics, Camel Company is building a warehouse one year ahead of schedule. The "double 11" logistics objective is to send 100 thousand orders per day, and the delivery agreement with Shentong is shipped every 8 minutes.

But as of yesterday morning, the actual shipment has reached 150 thousand orders.

For JACK&JONES, this year is well prepared for war.

The responsible person said, although up to now, all marketing costs have not yet been counted out, but it is certain that advertising expenditure alone has far exceeded last year, estimated to be between 5 million yuan and 10 million yuan, for direct train advertising, full advertising and strategy announcement.

There are two ways to manage e-commerce in traditional enterprises. One is to create new brands and extend them to online.

The advantage is that it can effectively divide the conflict between channels. The disadvantage is that if the original brand influence is not strong, the new brand may have a certain degree of risk.

Two, enterprises directly extend their original brands to online.

JACK&JONES is one of the representatives, because the popularity of the original brand is relatively high, so the direct "bringing ism" is less risky to do business.

The above JACK&JONES electricity supplier responsible person told reporters that about 1/3 of the daily e-commerce channels were about the same as that of the retail outlets, but this year the "double 11" day was much more than 1/3, that is, although it was a discount product, it could be seen in retail stores, and some of them belonged to the retail outlets.

Therefore, the promotional items of the day can not be considered as inventory items.

For most clothing brands, the main purpose of setting up e-commerce channels is to clear inventories.

This is due to the price nature of the electricity supplier channel.

And do not talk about "double 11", even in daily sales, from Taobao's flagship store sales ranking, for most clothing

For the cap brand, half price (or below half price) merchandise also accounts for 80% of sales.

Long term price gap will lead to the impact of offline sales channels and consumer groups, resulting in certain damage to the brand. Therefore, many brands adopt the online and offline differentiated operation principles.

For example, camels, Wan Jingang said that under the line, 95% of the goods are usually different, and the "double 11" is 50% different.

Zheng Anzheng, chairman of Zhejiang high-end fashion ladies' fashion brand, also told reporters that a special team will be set up next year to set up its own brand of e-commerce.

However, for WAN Jingang, the expansion of online e-commerce channels has been rather restrained.

He once told the media that camels will still be dominated by offline channels and trust more than more than 3000 channel terminals.