South Korea's Clothing House Is The Biggest Gap In The History Of The Asian Union Leading Champion

Here world Clothing and shoes The Xiaobian of the net gives you an introduction to the analysis: why can Han Du Yi house dump several streets of UNIQLO?

Unfortunately, Han Du last year's down clothing was too little, double eleven soon sold out, replenishment was simply too late to waste a lot of valuable traffic. After a year of planning, the more than 50 down coats, which were mainly promoted, were sold out quickly, and then the sale was started immediately. In the end, the down garments category occupied 30% of the total sales, and the overall performance of double eleven was fully guaranteed.

　　 The biggest gap in the history of Guan Ya Army

Don't get me wrong. I'm not talking about their overall comparison, but on the day of double eleven, Han Du's single store compares with the single store of UNIQLO women's clothing. The former is a double eleven women's wear champion, with 198 million sales, the latter is 107 million runner up, and the difference is 92 million.

In September, when I was in the conference of the advertising alliance of South Korea, I heard from the head of their marketing department that they had to compete for the first two eleven this year, and the tone was very hard. Later, when I saw Zhao Yingguang, I asked him, "how much do you really want to win this year?"

Zhao said, this is their operation departments want to compete first, the board of directors did not give them the task to say that this year must be the first. In fact, what's the first thing to win? Double eleven is the first, you are the first? The three consecutive year champion is more valuable. So I told them to fight for a fight, but don't be too aggressive. Don't hold it up.

I heard Lao Zhao say this, it is estimated that people in combat positions want a first honor, not too serious, even if they get the first estimate, it is also a weak lead, because women's clothing is the most competitive category of Tmall. Last year's Korean are runner up, and only a few million (or just over 100 million) between the champions and the army.

But this time, it surprised everyone. Even Han people could not believe that they broke out in the first hour. They broke 10 million minutes in 1 minutes, 20 million minutes in 6 minutes, 30 million minutes in 10 minutes, 40 million minutes in 15 minutes, 50 million minutes in 25 minutes, 40 million minutes in 36 minutes.

And they had predicted that it would not be able to break 100 million by noon.

Why do Han Du have such a strong explosive force?

Once again, I learned about the preparations for the war.

　 Down jacket story

Double eleven, if we want to rush sales, we must have down garments. This is a lesson learnt after Han Du took the first place in the women's wear last year.

Last year, the top eleven brands of women's clothing were more abundant in the down garments, so the impulse rushed quickly, the price of the down garments was high, and the double eleven was the gold sales season for the down garments. Therefore, once we have done a good job, the double eleven sales volume will not worry.

Unfortunately, Han Du last year's down clothing was too little, double eleven soon sold out, replenishment was simply too late to waste a lot of valuable traffic.

After a year of planning, the more than 50 down coats, which were mainly promoted, were sold out quickly, and then the sale was started immediately. In the end, the down garments category occupied 30% of the total sales, and the overall performance of double eleven was fully guaranteed.

If you are a professional in the clothing industry, when you see the passage above, your mind will immediately wake up, why the one hundred thousand are already rushing in your brain.

Is it sold out? Is the depth of stock not enough? Or is the style you are so popular? The system behind the two reasons is totally different.

Will you start selling at once? Are you okay? Can you start selling the down jacket immediately after you sell out? Your home chasing list is a McDonald's refilled drink? Can it be that easy?

In fact, since last year's double eleven down jacket category dragged their legs, they spent a lot of time trying to plan this category. Firstly, the supplier's choice and negotiation, although Han duo was a small number of them, but relying on the overall scale advantage, attracted a group of suppliers to transform their production lines with the Korean group. Although there was a small number of styles, but they had 3000 styles in this year, and they had 3000 models in this year. There are twenty thousand models in the whole year, so it is still no problem to find suppliers willing to cooperate with the total size.

For example, South Korea will tell suppliers that I will make a total of 30 million (assuming figures) for a down jacket every year, but how many styles and batches will I have to do, instead of being in stock at once. The number of orders for each style will be adjusted several times.

This step is the foundation. Precisely because of this, they can take the following steps:

In March this year, there will be a double eleven stocking meeting. In June, the first batch will be put into production. In August, the first wave production and shooting of all styles will be completed. At this stage, the biggest difference between them and the ordinary clothing enterprises is that their order quantity is 40% of the total estimate, while the traditional garment enterprise's order quantity is 100%! (episode: their filming in August went straight to New Zealand, because in the summer of the northern hemisphere in the summer of August, the models wore no down clothes to express the cold feeling, and street filming was even more difficult, so they went directly to the southern hemisphere to shoot the local tyrant in the electricity supplier!)

From June, the first batch of styles began trial marketing. Data collection, viewing volume, viewing volume and evaluation, they also promoted tests in various social media: micro-blog, WeChat, post bar and micro panning. By August, basically all styles were finished, and basically ranked one hundred dozens of styles, so that eleven of the main hits were determined.

After determining the main payment, the order of second batches will be launched in September. The order will account for 30% of the total estimate. 1000 items may be placed in the A section before, but now it seems that B needs 1000 more, and A 500 will be enough, then the order quantity will be determined according to the order of eleven.

Before that, the product department and production department of Han Du have already decided on the production capacity of some popular styles (where the data comes from the shopping cart!), and the factory's production capacity has been set up. The quantity of pre sale is set according to the maximum production capacity of the factory. At this time, the order products arrive at about two weeks to a month, because the double eleven price is really cheap. Some consumers can still wait. After that, there are still some time for the Spring Festival, and there is a period of winter sales season. These hot cakes are not worried about sales. So, Korea has not only assembled the double eleven before it sold, but also sold the sales volume after the double eleven sales. Do you think that he can get the sales volume low? After double eleven sales, 1000 pieces of B may be sold out quickly.

Here we will focus on the "pre-sale", because this is also a key strategy for Korea to win the championship.

In order to motivate pre-sale customers, buyers will receive two surprises during the pre-sale activities. First, after paying the deposit, they can receive the special gift packages of the pre-sale merchandise, and then receive the goods and the "double 11" gifts after payment. Consumers will enjoy the half off discount of double 11 and the best of both worlds.

The pre-sale has another advantage. It can predict the sales situation of some products according to the pre heating data. Those products that are about to be sold out need not be pushed. Similar business strategies are targeted ahead of time.

The final statistics show that the sales of "double 11" of Han Du Yi house is six or seven, and that Chengdu has been imported into the collection or shopping cart during the preheating period. With the early warm-up, the whole later stage of operation planning has the bottom line.

So, why do you know why Koreas are riding a dust?

After such rapid response, the depth of stocking does not need to be too high. Too much stock will have a big problem, that is, it is difficult to guarantee the selling rate, the selling out of goods, the backlog of bad sales, resulting in a large number of malignant stocks, and the most miserable businesses have to clean up inventory last year.

The stock depth of UNIQLO enterprises is not too high, because when doing double eleven stock planning, we must consider the daily sales ability of the line at the same time, because the average sales rate of the double eleven is about 50%, and the remaining stocks after eleven eleven should continue to be sold. If the daily sales capacity is insufficient, and the remaining ones are often bad stocks that are not sold well, the consequences of too much stocking are unthinkable. So what we see is that many of the best selling products of UNIQLO are sold out soon, and after they are sold, they do not replenish the goods. Consumers can only lose their money in a pile of "slow-moving money". The e-commerce team of UNIQLO is also very depressed. Every eleven pairs of leaders start to catch up with each other quickly, and face the alluring double eleven champion.

Han Du is not the same. As a pure line enterprise, the entire operation system is facing double eleven. It can be described as "retractable and easy". It can be measured, can be pre sold, and can be sold in different wavelengths. Double eleven can achieve much higher sales rate than the industry, and the remaining stock can be completely digested because of its strong daily sales ability, so that the sales rate of up to 95% can be achieved in the quarter. These are all the supporting systems of Korean and Korean single product operation process management system. In detail, we can refer to how I was forced to publish the Korean group system.

I'm just taking it. Down Jackets This small example shows that UNIQLO is more famous than Korean capital, and UNIQLO is the basic model, while Korean products are personalized, but the former's flexible supply chain and online operation capability are not far away.

Therefore, the outbreak of Han Du is not accidental. In the supply chain and online operation capability, it has left other rivals behind.

　　 The power of six stars

Supply chain and online operation capability are the foundation, but the elaborate layout at the promotion level is also very distinctive.

On the day of double eleven, there were six stars appearing on Han Du's page. This is a highlight of their marketing strategy this year. The brand image spokesperson of Gianna Jun, Andrew and Li Bingbing, Huang Xiaoming, Angelababy, Quan Ren... The six big stars appeared on the front page of Han Du she's house, through the stars to send blessings, the stars recommend shopping cart and so on, so that consumers can have a deeper understanding of the brand. Such a brilliant star matrix, this is the past eleven double never seen a spectacular scene. Of course, this is not the key reason why Korea has defeated UNIQLO in the Eleven World War. But it is also an effective drive for Korea to win the championship because of the accumulation of brand potential energy. If everyone is interested, I can write another article.

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