How Do We Do "Double 11" Marketing? More Quality And Experience Is Needed.

In the main battlefield of the "double 11" war Tmall, clothing category can be regarded as the category with the highest attention and the most intense competition.

This year, the clothing brands have made enough efforts in the pre-sale area to allow consumers enough time to pick and choose carefully, and at the same time, they have been creative in marketing. "Double 11 whether it rains or not" is also a problem that has plagued netizens for a long time.

Finally, in Tmall's "double 11" category ranking, UNIQLO, Han Du house and JACK&JONES boarded the list, ranking fifth, sixth and seventh respectively.

More than 5 years have been stationed in Tmall. This year's "double 11" is probably the most crazy day of Tmall flagship store in UNIQLO UNIQLO.

"This year, the official flagship store of UNIQLO is involved in double 11 activities. Almost all main products are sold out in half an hour. Among them, the most popular consumers are UNIQLO's light down clothing series, Heattech series, flannel shirt series, fleece series, underwear series and so on.

The relevant person in charge of UNIQLO revealed to the Nanfang Daily reporter.

Although the responsible person did not disclose the specific achievements of this year's "double 11", but in Tmall's overall category ranking, UNIQLO ranked fifth, and in the women's clothing ranking, UNIQLO ranked second.

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Relevant responsible person disclosed that after the 11 Zero Point Shopping Carnival started, Han Du Yi house was in a state of flux and sales speed rose all the way.

First minutes break 10 million, 6 minutes break 20 million, 10 minutes break 30 million, 25 minutes break 50 million...

50 minutes broke 100 million, and finally won the women's clothing category champion by 279 million of the Korean home group, and ranked sixth in the category.

In the field of women's clothing, Guangdong's local enterprises, the Hui Mei Group's performance is also good, with a daily sales volume of 185 million yuan, of which the Yin man brand opened 15 minutes easily to break through tens of millions of dollars. Finally, with 95 million 850 thousand of its performance, it entered the top three of the "double 11" category of women's clothing sales.

Comments: Ma Gang, a well-known clothing industry expert, said that this year's "double 11" marketing band of clothing industry is longer than that of previous years. The warm-up process is relatively long, so many garments have good performance.

In addition, the garment industry's promotion is more normative than before.

In the past, many brands were fake sales promotion, obviously 100 pieces of goods, temporarily converted to two hundred or three hundred and then discounted, this year this situation is less than in previous years, because the relevant government departments have made it clear that this price package is irregularities.

Insiders commented that this year's clothing industry compared with previous years, online and offline integration, the importance of O2O synchronous marketing trend has become the biggest highlight of this year's industry.

This year's "double 11" is the integration and pformation of the department store industry.

Double 11 ago, including Yintai business, Guangzhou 100, Tianhe City department store and so on, 28 department stores participated in the Tmall double 11O2O special field. The tone of "integration" has been set for this year's "double 11" marketing: deep discount on line, theme merchandise Festival, providing scan code payment, mobile payment, online red envelopes can be used offline, offline fitting can be purchased online.

According to the data from China Unicom, a total of 136 enterprises and a total of more than 16000 traditional retailers' stores participated in the double 11 marketing.

Judging from the performance, it is reported that intime department store has sold more than 200 million yuan in the "double 11" sales promotion just concluded, and the "double 11" sale of the store is 328% of last year's sales.

The Tianhe department store, which participated in the "double 11 Shopping Festival" with Tmall, also won a good record. The company responsible person told the media that on November 11th, Tianhe department store sales were expected to exceed 20 million yuan, up 50% over the same period last year.

Commented: "this year's department store's" double 11 "marketing atmosphere is different from previous years. In the past, it was more obvious that the competition situation was stronger, and this year's cooperation consciousness is stronger than before.

Huang Wenjie, executive director of Guangdong circulation business association, is like this.

According to the analysis, from last year, there has been a trend of cooperation and cooperation.

"Last year's double 11" Yin Tai and Alipay cooperation is a starting event. After this year, many department stores have been trying to cooperate with this kind of e-commerce and electronic payment methods, some online stores and online shopping centers.

This year's "double 11" I think the climax of cooperation.