Electricity Supplier Change "Double 11" Relay Race Sprint 10 Days To Start

"Double 11" is not the same day, but the 10 days from November 1st to November 10th.

Another year, "double 11" is coming soon. How to sell and stock up has become a hot topic.

However, before the National Day holiday in Changzhou West Taihu electricity supplier Industrial Park held by the billion power "business how to play double eleven" theme forums, the most talked about enterprises were the Fujian Road, the boss of the road.

The last straw that crushed the two big bosses was the break of capital chain caused by high storage.

For enterprises, the "double 11" brings high sales volume, but also brings the risk of high inventory backlog. It will not only disrupt the business rhythm of the second years, but also bring heavy burden to the operation of enterprises. It will take months or even a year to digest these stocks.

Therefore, in the face of the most important "double 11" promotion in the whole year, the coping strategies of enterprises are becoming more and more mature, and more and more thoughts are being taken. Some enterprises have begun to plan "double 11" from six months ago. The ultimate goal is to control the pace well and keep reasonable stocks at the same time as possible to achieve the highest possible sales volume.

Making good use of outflow will not only reduce the cost of marketing, but also bring unexpected gains.

"Double 11" is not the same day, but preheating.

The total sales volume of "double 11" should be 60% to 70% in the 10 days from November 1st to November 10th, and the sales volume of "double 11" can only be 30% to 40%.

Reporters interviewed 5 enterprises in charge of the electricity supplier, each of them mentioned the preheating without exception, and emphasized the importance of opening the warehouse ahead of time. Only the most Low enterprise insisted on releasing the sales volume on the "double 11" day.

Beijing new seven days Technology Co., Ltd. is responsible for SKYWORTH Deputy brand cool Kai's electricity supplier operation.

Qu Xin, vice president of the new seven days, said that last year, the sales of over 500 million yuan had been sold, and more than 57000 units had been sold before the "double 11".

Therefore, "double 11" is a holistic concept, not the "double 11" day.

He said.

Bao Wenqing, a business operator and founder of red small lining silk stockings, believes that "double 11" is not a day, but a preheating.

The total sales volume of "double 11" should be 60% to 70% in the 10 days from November 1st to November 10th, and the sales volume of "double 11" can only be 30% to 40%.

In the next 10 days, we should not relax. We should speed up the reduction of returns through effective means and do well in after-sale services.

At the same time, through the wonderful activities to improve the daily sales capacity of the store, we can even save the "double 11" search.

From November 21st

It is the time to clean up inventory and accumulate goods through Juhuasuan and other platforms.

If we can clear up the inventory in November, it will become very calm in December, and we will be able to get new in time next January.

Zeng min, deputy general manager of the electronic business department, known as "Zeng Ge", has been involved in the "double 11" in Hongxing Erke's position as director of e-commerce. He has once created the first achievement in sports brand sales.

He believes that in addition to preheating, "double 11" on the same day, there are different strategies for each period, and "double 11" day is a few weeks, will also affect the specific time period strategy.

Zeng min showed reporters a chart of sales volume and traffic volume of the "double 11" on 2013, to show that the sales volume and traffic volume of "double 11" on Monday, Sunday and Friday are different.

From Tmall's data, sales of 0 to 2 mainly come from shopping cart and collection, and buyers are mainly cheap, when they want to increase investment in shopping cart and collection.

And from 7 to 8 in the morning, the search volume starts to increase. At this time, the search volume will exceed the traffic volume of each venue and branch venue, because the real venue flow has always been very weak.

From 16 p.m. to 19 p.m., it is a critical period to consume shopping vouchers. When it comes to activities and resources, after 20 o'clock, it is the time to create a sense of urgency for the last purchase opportunity.

On the day's traffic, Bao Wen Qing paid more attention to the sales level of stores after "double 11".

He believes that the most important purpose of the "double 11" day is not to sell and clear the warehouse. To raise the daily sales level of stores is the most important goal after the "double 11". To achieve the "double 11" level, the level of sales is two times or more before it is really successful.

Zhang Chuan, director of sales and marketing of billion power network, believes that the change of enterprises is that enterprises already know what they want, and what "double 11" means to enterprises.

Enterprises treat the "double 11" has gone through the rush to buy money and rush to sell volume, instead of pursuing more detailed goals, and more emphasis on serving the overall sales strategy and rhythm of enterprises.

The different understanding and different needs of different enterprises to "double 11" also make enterprises begin to think more rationally. In addition to sales volume, what can be brought to enterprises in this nationwide electricity supplier node?

Zeng Min said that for the prince of dragon, "double 11" is more important than activating sales.

At present, there are 1 million members in Tai Zi Long electric business, of whom only 10% are active members, while 90% are in an inactive state.

He believes that "double 11" is the best exposure and marketing opportunities for brands. If we use "double 11" to collect such gifts as courtesy, coupons, buy gifts and so on, we can activate these 90% members, which means considerable sales growth for the brand.

Li Tao, general manager of FOTILE electric business, believes that even if they refuse to let go of a large promotion node once a year, they can not damage the brand image due to excessive sales and high discounts.

Therefore, Li Tao believes that FOTILE's pursuit of traffic is not as strong as clothing enterprises, but rather the accuracy of the traffic.

Li Tao said that the "double 11" strategy should be carefully planned, not attracting users with high discounts, instead of emphasizing the value-added part of products, emphasizing the differentiation of products and expressing them in effective form, consistent with their brand's customer price and consistent high-end image.

For example, many brands emphasize that "double 11" can spend 2000 yuan to buy products that normally cost 4000 yuan, while FOTILE emphasizes that it is not 4000 yuan discount to 2000 yuan, but it still costs 4000 yuan, but it can buy products and services worth 8000 yuan.

From the summary of last year's "double 11" experience, enterprises often become the highlight of accidents.

Zeng min found that Tmall was the main battleground, but the weight has been gradually decreasing, but sales growth from the Amoy and distribution system has increased rapidly.

For example, last year, "double 11", Tazi long reached 20 million yuan in vip.com sales, almost two times the sales volume of Tmall, and this year, he predicted that the sales volume may reach 50 million yuan.

Therefore, this year, Tai Zi Long has increased investment in Amoy traffic, and the focus is on the "double 11" stage and the rational period of consumers.

In the case of Amoy traffic, Bao Wen Qing even believes that making good use of traffic flow will become the key to the success or failure of enterprises in the future.

He believes that the higher the cost of Amoy traffic now, the less economic, because Taobao sold the single traffic outside the station to a diversified business.

He gave an example. After a man bought a man's clothing, he went to the "seven Lok Kang" to buy condoms, and more than 2 went to three squirrels to buy snacks. But the three shops needed to advertise separately to buy the inside stream.

Therefore, making good use of outflow will not only reduce the cost of marketing, but also bring unexpected gains.

In addition to the highlights, Zeng also revealed a secret: "what Tmall likes, we are ready for anything."

He explained that Tmall put forward the pformation of fashion this year, especially the most synchronized with the shopping malls, the clothing companies should be more ready to participate in activities tide card.

"Double 11" means the flow bonus and ultra high volume sales to most enterprises, but behind the sales volume, enterprises need strong and efficient supply chain systems to support them.

If the forecast is not accurate and the operation is careless, it will cause a lot of inventory and even threaten the survival of the enterprise.

This year, we are preparing for the "double 11". Enterprises are more emphasis on guiding production with big data, and attach more importance to flexible suppliers and supply chain.

"Double 11" means the flow bonus and ultra high volume sales to most enterprises, but behind the sales volume, enterprises need strong and efficient supply chain systems to support them.

If the forecast is not accurate and the operation is careless, it will cause a lot of inventory and even threaten the survival of the enterprise.

Therefore, Zhuang Weixiong, general manager of Fujian Yi Pin Jia Supply Chain Management Co., Ltd. believes that systematic problems will be an important aspect of this year's "double 11" enterprises' success or failure.

If the stock is not carefully formed, there must be a B plan.

Last year, "double 11", the network pmission rate of return of up to 25%, although Tmall denied this figure later, but the annual "double 11" big promotion will make some enterprises to form high storage is an indisputable fact.

Inventory is becoming a heavy burden for enterprises after "double 11".

According to Chuang Wei Hung's understanding of the situation, the "double 11" made 100 million yuan of goods last year, only sold 40 million yuan, and the return rate reached 20%.

Fang Jianhua, founder of Amoy brand, has long recognized the problem of supply chain and started the supply chain improvement plan since 2012.

He believes that the supply chain has left too many traumas for Chinese brands, many of them are out of control because of the loss of supply chain management and the breakup of cash flow.

A large number of enterprises in the early stage of crazy expansion of categories, a large number of blind production and shipment, is largely due to the consequences of no flexible supply chain.

Fang Jianhua once told the media: "last year, I saw a lot of peers, including myself, who spent 50% of their energy on the supply chain."

The results were in the whole year of 2013, and it sold 1 million 850 thousand garments, with less than 150 thousand inventory and 5.5 inventory turnover.

At present, Fang Jianhua's principle is "rather to stock fabrics, nor blindly produce a large number of finished products", and insist on "futures" and "flexibility" to separate production.

Therefore, this year, in preparation for the "double 11", enterprises are more emphasis on using big data to guide production, and attach more importance to flexible suppliers and supply chain.

Zhuang Weixiong believes that it is time to redefine the "double 11" and discard a large number of stock reserve mode, instead of using the small order quick replenishment mode, while emphasizing the stable cooperation with suppliers, and enterprises only give orders to suppliers who can match their own rhythm and sales volume.

However, this pformation also puts forward new requirements for suppliers and suppliers related upstream accessories and distribution enterprises, such as quick response and fast delivery.

According to Zhuang Weixiong, large purchasers such as Nike and Anta have their own procurement system and private cloud inside the enterprise. However, the trend of the supply chain changing from internal private cloud to external public cloud has begun to appear. Especially for new products and eager for new products, these large purchasers are more willing to try to place orders with external public cloud.

Zhuang Weixiong also saw such opportunities, and based on the advantages of Fujian's shoes and clothing enterprises, to establish such a public supply.