How Does The Amoy Brand Deal With The Test After "Double 11"?

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Xiaobian of the network to introduce the Amoy brand, "double 11" will face more tests.

The SLA team is part of the Theme Conference of Tmall's first line women's wear brand in 2014, "double 11" and "you dare to stand alone".

On the eve of "double 11", Tesla tried to cross border cooperation by splitting the silk, through the cooperation to release 2014 new products of autumn and winter, and expose the strategic goal of "double 11" this year.

On the first day of November, the autumn wind in Beijing was blown away by heavy fog and haze.

On the two ring road, a fleet of clear Tesla cars slowly passed by and attracted people's attention.

However, they are not showing Tesla Motors, but are declaring: the annual "double 11", horn has blown...

Tesla team is part of Tmall's first-line original women's clothing brand cracking 2014, "double 11", "you dare to be independent" Theme Conference.

On the eve of the "double 11", Tesla tried to cross border cooperation by splitting the silk, and through the cooperation, released 2014 new products of autumn and winter, exposing the strategic goal of "double 11" this year.

Relying on Taobao Tmall grew up the Amoy brand has always been the "double 11" protagonist.

For Amoy brands, "double 11" is not only an excellent promotional activity, but also a good opportunity for brand exposure.

But behind the Amoy brand scenery, hidden worries appear.

According to Taobao statistics, in the "double 11" period, in 2012, Tmall ranked the first ten in the single store sales, JACK&JONES, camel, and Luo Lai and other traditional brands occupy nine seats, while in the various sectors of the TOP10, only 13 Tmall original brands were selected.

Finalists 2013, "double 11" sales of the top ten of Alipay's single day trading volume exceeded 100 million yuan, millet, Haier, camels ranked three, from the ranking results to see that the brand is only two women's clothing brand.

After five years, the problem of clothing brand is becoming more and more obvious.

Too much stocking, resulting in inventory pressure, too little stock, resulting in poor consumer experience and low satisfaction.

In addition, in the aspect of customer development and maintenance, the clothing brand is also facing different degrees of challenge. Because of the national wind and natural wind route, the personality is very strong, resulting in misunderstanding.

Amoy brand crack and silk combination CEO soup Gale said, "the product itself is very small, many people often see, but dare not buy."

The theme of this conference is "dare you". To some extent, it is calling on people to bravely try to tap potential customers.

On the one hand, the short board of clothing brand has become increasingly prominent. On the other hand, traditional brands are constantly touching the net and are gradually squeezing the market share of Amoy brands.

For many clothing brands, the annual "double 11" is a big exam. If we want to pass the exam or get a high score, the new normal strategy of clothing brand is imperative.

Amoy brand worries

The rise of "double 11" is itself the rise of a series of data.

However, there are many drawbacks in this theory of digital and sales, which lead to many enterprises deviating from the normal business scope and even losing money.

From 2009 to now, the concept of "double 11" is changing.

In an interview with the China business newspaper, Tang Dafeng revealed the change in the concept of "double 11": "I didn't know" double 11 "in the first year, tried it out in second years, had sales of several million yuan, made 20 million yuan in third years, and made about 80000000 yuan in fourth years; last year was the most serious one, and made 160 million yuan.

Tang Dafeng thinks, "double 11" is like a carnival, which can be regarded as the Spring Festival in the field of electronic commerce.

It is impossible for us to put all our lives on festivals such as Spring Festival, national day and so on.

The goal of this year's "double 11" is to mail 500 thousand parcels.

Tang Feng explained: "the elves are more concerned about not the cold sales data, but the fresh and pleasant surprises of each exclusive package. The importance of the elves is far greater than that of the sales volume. Therefore, we have chosen to publish a package closer to the spirit."

(cracking the silk and calling its user group "elf").

This year's "double 11" will continue to sprint the sales scale, but at the same time, it emphasizes the need to accelerate the return of funds.

Rationalization of sales objectives

Brand building of enterprises

At present, the clothing brand has already differentiated the sales from the brand, and pays more attention to brand building.

Multi brand operation is the established strategy of Han Du Yi she.

As of October this year, there were 17 brands under the Korean clothing house.

It is reported that in the future, South Korea will hatch at least 50 high-quality brands, achieving at least 10 billion of the paction volume.

Zhao Yingguang, CEO, said that the recent goal of Han Du Yi house is to reproduce the brand of the strategic layout by means of self incubation, joint venture mergers and acquisitions, and the construction of the fashion cloud platform. The products will be copied to every brand, and the four aspects of the supply chain system, IT system, warehousing system and customer service system will be supported to form an Internet fashion brand cluster covering Han Feng brand group, European and American brand group and Oriental brand group.

The combination of CEO and Xiaofeng believes that selling and making brands are completely different, making brands even more remote.

Therefore, more and more thoughts are placed on "brand". "I think in the future no matter how smart marketing is, if your brand is not good enough, the brand is not attractive, and there is no core values, then all marketing will be of no use."

Tang Feng also said: "sales are mountain peaks, under which there is a deep root, which is brand and product."

In the future, festivals like "double 11" will no longer be the focus of the "leaders", but focus on new product design.

Tang Dafeng said that the clothing brand in the future is a mountain peak, and the unique gene and design style that keeps the cracks and silks can become the most recognizable one.

As an online brand, its marketing is also realized online.

But this year, the marketing strategy of Amoy brand has also changed.

From the online to the offline, the new media has been used by new media and traditional media, and star effect and experience marketing have been put into practice.

Apart from working with Tesla, the company has not only organized the offline conference with Tesla, but also created a digital marketing mode with the theme of "you dare". It is specially tailored to WeChat games, filming thematic microfilms, and mobilizing netizens to write four line love letters.

Tang Dafeng said: "I hope that next year there will be more of a show, we want to try new and more interesting brand marketing practices."

A kind of

In terms of marketing strategy, in order to fully arouse users' attention during the "double 11" preheating period and match Tmall fashion, the star effect is the main star.

More than half a month ago, the "11. 11 crossing South Korea" video appeared on the preheated layout. The four models "travelled around Seoul scenic spots and dressed in Korean style clothes" to make "Hstyle" more deserved.

In addition to models and stars, Gianna Jun, Ann Jae Hyun, Li Bingbing, Huang Xiaoming, Angelababy, Quan Ren...

The six big stars appeared on the front page of Han Du she's house.