It Is Still Prudent For Clothing Brands To Get Double Eleven Cakes.

According to recent reports, the sales target of Tmall double eleven platform in 2014 has been set as "50 billion yuan". Although Tmall official has not explicitly denied it as usual, its expectations for double eleven in previous years are usually relatively conservative, and will be successful or even surpassed after the end of each war.

In 2013, before the double eleven, the goal of Tmall's internal development was "Three Guarantees for five", that is, to guarantee more than 30 billion yuan and strive for 50 billion yuan.

Last year's "double eleven" outdoor brand became a big winner.

CAMEL camel group has an overall increase of about 380 million, an increase of about 90%, creating the first sales of clothing brands, with about 500000 outdoor sales and nearly one hundred million sales. The Pathfinder, as the number one brand in the traditional outdoor market for many years, broke 77 million on the day and 170 thousand orders, up 236% over the same period.

The overall growth rate; the brand products of JACKWOLFSKIN, HASKI and other brands of Shanghai Lian Ya company are also outstanding, achieving nearly 60 million sales throughout the day.

This year, the industry began to spread the rumors of outdoor brands for the "double eleven" layout.

However, compared with previous years, how to join this feast / fight requires more careful thinking.

First, double eleven annual artificial dividend brings huge overdraft in the consumer market, especially behind the myth of creating the "50 billion" sales. A large number of brands have high inventory, thin profits and brand losses.

This is not a healthy and healthy development of e-commerce.

Even the winner will pay a heavy price for that. Last year, the camel increased 3 times the amount of eleven in the same period last year, and the logistics distribution also made a substantial improvement.

Last year's "double eleven", there are small and medium-sized brands Tucao, higher sales than inventory.

Secondly, the ecological environment of Tmall platform has changed.

Cruelty.

With the rapid increase in the number of merchants in Tmall, the trend of Taobao is obvious in recent two years.

At present, Tmall has hundreds of thousands of merchants, the number of merchants is too large, the quality is uneven, counterfeit goods are inevitable, resulting in the original location of online shopping mall is weakened, many high-end brands began to settle or force Tmall to be cautious; Tmall can not really set up the image of genuine licensed users.

Third, competitors "

Blocking.

Jingdong, Suning's old rivals, either ahead of "big promotion" or "riding a ride", block Tmall and divert customers.

Tmall has achieved a higher paction volume, but the manpower and material resources used in it are ten times that of Jingdong Suning. This is not just about the staff of the cat itself, but also the staff who provide the Tmall stores for each seller, which means that the brand needs more investment.