"Double Eleven" Will Be Integrated Into The O2O Line Of Shoes And Clothing To Make Money.

XTEP, seven wolves and so on all used the new technology of fully mechanized mechanization from stocking to shipping, which can realize automatic scanning, automatic weighing, automatic alarm, automatic transmission, automatic packaging.

This year "Double eleven" No longer just online carnival, the line also began to stir up. This year, "double eleven" has placed O2O in an important position, breaking the commercial boundaries under the online and offline business, and integrating the 3 offline stores under more than 1000 counties and cities across the country. It is fully accessible through the Tmall wireless client and online.

Preheating

Lin Guoshi, general manager of Fujian Shang Tong Agel Ecommerce Ltd, who has been in charge of Internet business for many years, feels that this year's Internet business is preparing for "double eleven" earlier than before. Some brands have been preparing for a rainy day since August.

A month away from the "double eleven", XTEP launched its cooperation with Amoy brand Galanz men's clothing with the theme of "step by step, mix and match". The two companies opened their respective online platforms to each other, and joined hands to create a trendy commemorative T-shirt in order to grab customers before the big promotion and attract traffic. According to Xiao Lihua, on the day of "double eleven", XTEP will join hands with more than ten brands to open up a platform to bring drainage channels to its respective brands.

This year, XTEP also returned the money to consumers. "Double eleven" bought a certain amount of money on the same day. It had the chance to get iPhone 5S tyrajin, treadmill, gold bars and so on. On the same day, those who accumulated the highest amount of consumption could also receive millions of venture capital funds (including 500 thousand XTEP goods and 500 thousand yuan credit) provided by XTEP, and Dr. Xiao Lihua's entrepreneurship training.

For this "double eleven", XTEP electric business also specially invited Han Geng to offer "double eleven" blessing video, "double eleven" that day buys XTEP product's consumer also to have the opportunity to sing with the XTEP star spokesperson Nicholas Tse, Han Geng, Lunmei Kwai and so on the same table to have dinner together.

Anta cooperates with large domestic express companies, sending a large number of coupons on the "double eleven" as the stores on the antenna line. With the two-dimensional code on the tickets, consumers can enjoy 20 yuan coupons on the same day.

Seven wolves last year and the year before last seven years with the Amoy brand women's clothing, "marriage", this "singles day farewell singles" as a gimmick of cross-border cooperation can be said to be mixed, and some people regarded as marketing masterpiece, some people think that this is the seven wolves "self destruction". With the planning of the "double eleven" marketing of the original seven wolves, director of electricity Zhong Tao left, the annual drama is also no sequel, the new coach Jiang Tao will lead the team to create what kind of achievements need to wait and see.

　 Technical support

A research report from state securities shows that last year, "double eleven" online shopping tide, AOKANG International ( shoes Hat sales, seven wolves, fuanna (Home Textiles) sales grew by more than 100% year-on-year, and the rapid growth of network sales channels has been in sharp contrast with the weak physical sales situation. Last year, the scale of online shopping in China reached 1 trillion and 300 billion yuan. clothing Online shopping is the most prominent, with a market scale of 318 billion 880 million yuan (24% of the Internet market).

In the "double eleven" online shopping activities, the main reason for the sales of garment enterprises is that the most important reason is that Clothes & Accessories The relative premium is relatively high, especially Brand clothing The premium ranges from 35 times to ten times twenty times. The higher the premium rate is, the higher the discount rate will be. Cao Fanghua, general manager of Ideainside e-commerce marketing and communication agency, said that for customers, online shopping is cost-effective, and in the case of collective promotion, other categories are far less advantageous than clothing.

XTEP, seven wolves and so on all use the new technology of fully mechanized mechanization from stocking to shipping, which can realize automatic scanning, automatic weighing, automatic alarm, automatic transmission, automatic packaging. Xiao Lihua said that such an electronic business repository can effectively reduce personnel input, reduce shipments errors, and deal with the logistics problem of huge volume of shipments during the promotion war. XTEP has set a record of 10 thousand shipments per day for 10 people. Jiang Tao also said that the thirty thousand or forty thousand day shipment of seven wolves is not a problem.

PEAK also discussed with the logistics company the "double eleven" various countermeasures and contingency plans, and reached a consensus. During the "double eleven" period, the major logistics companies will launch a green channel for PEAK. It is estimated that the best logistics status of the "double eleven" period can be ordered out of one hundred thousand orders.

Virtual reality linkage

Tmall said that a large number of traditional brands have not only relied on Tmall flagship store to create "double eleven" shopping carnival, but with their own physical stores, shopping malls and other advantages, the integration of traditional business forms into the carnival, UNIQLO, GAP, treasure island glasses, Yintai, Haier, Ordos, and so on the 30 thousand brands will be 30 thousand stores will participate in Tmall "double eleven" Carnival, covering a total of half of the total number of cities and counties nationwide.

The "double eleven" line is played by consumers who seek to participate in Tmall's "double eleven" offline stores through Ali's high stake map. After experiencing and trying on physical goods, Tmall's wireless client can scan the commodity two-dimensional code, add to the Tmall shopping cart, and enjoy the half off discount in the "double eleven" world. In addition, consumers can also scan the brand activity two-dimensional code with Tmall client and get the cash coupons of the brand in Tmall flagship store directly.

In shoes and clothing brands in Quanzhou, XTEP, Anta and seven wolves choose to test O2O by "double eleven". Jiang Tao said that the seven wolves will distribute coupons in stores and online stores, and coupons can be used online and offline. In addition, to the seven wolves line shop and Tmall "double eleven" posters take photos and share photos to micro-blog, can also participate in IPADmini and the latest Apple computer lottery. Jiang Tao also said that the O2O of the seven wolves is still in the trial and error stage. This time, it has opened dozens of physical stores as a training ground, and will enter the O2O mode step by step in the future.

And XTEP began to build a supply chain with online and offline integration as early as last year. Since last year, XTEP has released the online operation channels of its branches. In order to facilitate the management, headquarters will impose some restrictions on the branch, for example, the price of the new product can not be lower than 15% off.

XTEP has built a resource pool to share the inventory information of the offline agents to the public platform, so that offline channels and e-commerce channels can exchange inventory information, match orders, and deliver goods nearby. "In fact, it is to open up the background information system, draw up a reasonable profit sharing ratio for online and offline channels, and integrate e-commerce channels and offline channels." Xiao Lihua explained.

In the view of XTEP, the integration of online and offline will accelerate in the next few years. The general trend will be the unification of online and offline prices. Therefore, it is imperative to complete the integration of online and offline channels as soon as possible. The key to achieving all this is to "make the partners in the interest chain earn money, and earn more money to solve the problem, others are minor problems", and help the offline companies to participate in the company. Online retailers In the strategy, we will grow the pie together, which is what XTEP is carrying out.