Tmall Double 11 Online Or Offline Within Two Years Or Integration

Tmall sellers will soon usher in the annual double 11 again. Promotion War.

After experiencing double 11 single day trading volume in 2011 and 5 billion 200 million single day trading volume in 2012, Alibaba related sources revealed that Tmall Taobao double 11 day base trading volume was 30 billion yuan, which is expected to impact 45 billion to 50 billion trading volume.

As a direct participant, how does the seller look at double 11? For Amoy brands, double 11 is a great opportunity to sprint annual sales; for some traditional brands, double 11 is still dominated by clearing stock. Overall, double 11 is still the first tier seller's game, and small sellers are more likely to play the game.

about clothing Brand, double 11 brings the risk pressure is also very big. If the sales volume is not properly estimated, the seller may have huge inventories. A number of clothing brands said that after reflecting over the past two years of blind sales, this year's attitude tends to be rational, and sales volume will be controlled within the affordable range.

First tier sellers game

Sales and rankings are most valued by sellers. The order of the main venue in Tmall's activities is related to the performance, sales volume, ranking and praise. This year's ranking may directly affect the competition for resources next year.

As Tmall double 11 investment has a certain threshold, the main venue participants are mainly sellers. Once you join the double 11 venue, you can get Tmall traffic support.

Small and medium-sized sellers can only "borrow the potential". The founder of a vertical clothing brand said: "we are not the sellers of Taobao's first tier, and can not get much traffic. Year after year, just follow suit, no special expectations, no hard targets. No traffic support, it is to play, find old customers to buy.

A women's clothing brand leader told Tencent technology that as early as half a year ago, they had already prepared for double 11, and each brand would set a double 11 sales target; if completed beautifully, the sales target for the whole year would be decisive.

It is reported that Han Du clothing double 11 sales target of 200 million that year, the annual sales target of 1 billion 200 million. Last year, double 11 sales accounted for 25% of the annual sales volume, a person responsible for the men's clothing brand revealed. With traditional brands, double 11 single day sales account for nearly half of annual sales.

"Sales volume is an important indicator to evaluate the success or failure of double 11. In addition, ranking is also very important. If we achieve the goal, but the ranking will fall, we will be behind the competition. An Amoy brand insider said.

Players can not be ignored, as well as traditional brands. In last year's double eleven, the traditional clothing industry mainly focused on sales and inventory. This year, there will be some changes in this situation. According to the founder of a naughty brand, the traditional brand is divided into two categories this year. One category is still selling stock, the other is a traditional brand with relatively new ideas and low inventory burden.

Sellers tend to be rational.

After three years of double 11 baptism, many sellers said that this year will be more rational.

Ying Chun Chun, vice president of Jingdong group and general manager of open platform business department, said at a media conference that by visiting some businesses, many small businesses may need two times more goods for preparing for double 11, but in the end, they will probably sell 1 times -1.2 times as a result of traffic and logistics. The remaining inventory may cause great waste of resources and is very fatal to businesses. Many small and medium-sized clothing business, after finishing double eleven last year, actually encountered great difficulties in capital chain and inventory consumption.

The big sellers also reconsidered. Wu Fangfang, the green box CEO, said that this year's double 11 will not rush blindly as it did in the past three years. Instead, it hopes to make this activity a major marketing activity and give back to the activities of old customers.

"November is the peak season for clothing sales. Double 11 is indeed a good opportunity to write off sales, but there are risks as well. If logistics and customers can not keep up with customers, it will hurt the customer experience. As clothing is seasonal goods, if the stock is not well controlled, it will create a backlog of inventory. Wu Fangfang said.

She said that no targets were set for this year. "If sales go to 6000-7000, we can support it. If we reach the limit, we will close the stock. Even though sales volume has gone up, the high return rate is meaningless.

Women's clothing brand Yin man related responsible person also indicated that this year will change one kind of play. "In previous years, logistics and customers were very laborious. The sales volume of one day is equivalent to half a year's sales volume. This is an abnormal phenomenon and has great harm to the consumer experience. This year will pay more attention to back-end services.

Online or offline within two years or integration

The concept of O2O first appeared in double 11 this year. Some brand stores have launched a double 11 promotion advertising version, adding to the double 11 activities.

One of the top three men's clothing brand e-commerce executives told Tencent technology that the company did not adopt the O2O mode. "The O2O of many stores is fake, just a way of store publicity, rather than the way goods are circulated." He believes that there is no connection between the online and offline systems, the flow of information and capital flows are difficult to link up, and the circulation of goods is unrealistic.

Tang Dafeng, founder of the company, thinks that to achieve O2O, there are four points: first, the online and offline prices; the two is to open up the membership system; the three is to deal with the problem of interest sharing under the online and offline; four, the store needs to cover 3G.

She believes that the difficulty of implementing O2O in traditional brands lies in the need to solve the problem of interest relationship with franchisees. "Under the line, traditional enterprises have franchised stores, and online and offline businesses need to be allocated proportionally. Enterprises should do a good job in this area."

Although the short term is difficult to achieve, O2O is the general trend. Tang Dafeng believes that O2O will come true sooner or later. Wu Fangfang also judged that in the next two years people will no longer discuss online and offline, and the two will integrate.

It is reported that Tmall will enter into strategic cooperation with Yintai group in the near future.

　 Is the peak of man-made promotion sustainable?

From the past double 11 data, double 11 day concentrated outbreak, sequelae will quickly appear: most of the electricity supplier website traffic decline, less than double 11 before the number, into a week to half a month of silence, recovery period.

There is a view that double 11 is the product of the electricity supplier war. It is the "pinnacle of online shopping" created by people, which is unbearable for logistics.

Yi Kai capital CEO Wang Ran once thought that double 11 pairs of Chinese e-commerce are not good things, and they could artificially produce a crest on the smooth sales curve. As the encroachment effect may not really bring much practical increments, it will also let businesses' warehousing, logistics, customer service and other links go straight to the bottleneck. In addition, it has further strengthened the bad habit of Chinese consumers only price, so the electricity supplier is therefore away from healthy gross profit.

Ying Ying Chun, vice president of Jingdong, raised the question: "should this kind of artificial promotion peak continue?" she thinks that double 11 causes logistics to expand rapidly and backlog in a short time. After a long period of double 11, the backlog situation of logistics can not be alleviated. "We hope that it is a normal form of production and sales mode with sales promotion rules, which is the most rational for businesses, consumers and the whole society."

There are also sellers evaluation, double 11 let them pain and happy, because Tmall The intensity of discount is strict, and there is not much profit. In addition, the repeat purchase rate of new customers is not high. A clothing brand official revealed that the number of new customers reached 200 thousand on the double 11 last year, but only two of the two users purchased.