Double 11 Champions Runner Up: Han Du Yi House And UNIQLO Holiday Business Competition

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.

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, eleven down jacket category

After that, they began to plan for this kind of work. After eleven times, they began to plan this category. First of all, suppliers chose and negotiated, while Han Du was a small number of them. But relying on the overall scale advantage, they attracted a group of suppliers to pform their production line with the Korean group system. Although a small quantity of one style, but this year they had 3000 styles to participate in the double ten, and there were twenty thousand models all year round, 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, it opened double eleven.

In June, the first batch of models was put into operation, and the first wave production and shooting of all styles were completed in August. 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 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!)

The first batch began in June.

Data collection, browsing, viewing volume, and evaluation, they also promote testing in various social media: micro-blog, WeChat, post bar and micro panning. By the end of August, basically all styles were finished, and basically ranked one hundred dozens of styles, so that we decided to double eleven of the main hits.

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.

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.

I just take an example of the down jacket category. It is said that UNIQLO is more famous than Korean capital, and UNIQLO is the basic one, while Han is a personality fund. However, the former's flexible supply chain and online operation capability are not far away.