Double 11 Women'S Wear Champion Korean Dresses: How Do 20 Abnormal Data Come?

In the environment of electricity supplier that changes year by year, every year's business can be very dazzling. In the 2014, where Internet traffic is becoming increasingly tight and the traditional brand business is gradually on track, unlike many Internet brands who are worried about the future, the annual sales volume of the Korean clothing shed group is almost two times that of last year, of which the sub brand AHM also won the first place in the Amoy brand men's clothing. Moreover, in 2014, double 11 and Han dresses sold 90 million more than UNIQLO, creating the biggest gap in the history of women's wear.

How to safely change from the third to the first?

Reporter: this year is the sixth time that Han Du Yi house takes part in double 11. Will you be excited? Where is the excitement?

Zhao Yingguang: this time I am more nervous and excited to participate in the double 11 than we did in the previous few years, because this year we are taking part in this war with the mentality of winning the championship. Since 2011, the Korean clothing house has been the first annual sales of Tmall women's clothing, but one of the characteristics of our company's operation is "steady". Therefore, all previous strategies to participate in double eleven are putting safety first, and strictly formulating sales strategy according to our actual situation. So in 2012 and 2013, we did not rush to the championship like this year, and we won third and second women's clothing categories respectively. But this year, sales at ordinary times give us confidence and safety to sprint the champion. We feel that this year's chances of winning women's wear are very large.

Interviewer: do you know what the quality of Han Du Yi house is? How about your 11?

Zhao Yingguang, Han Du she house: this year, it is the sixth time to participate in the double 11, and Korea has formed a more and more perfect operation mechanism. Since June this year, we have set up the "double eleven command group", headed by our head office director, and the heads of the various departments are deputy leaders. They consider all the links carefully, so I will not interfere with most of the links. Only a few strategic decision-making problems will be involved. For example, which special categories need to increase the depth of stock preparation, this is ultimately decided by the decisions of several executives. Today's double 11, I am more concerned about the overall economic environment, the strategic direction of the various platforms and the overall development of the industry.

Reporter: many brands feel that the flow is not as good as expected in the daytime, and even some businesses are not as good as last year. The number of visits per day on the Korean clothing house is over 15 million, which has increased over the last year, and the proportion of new and old customers?

Zhao Yingguang: our traffic this year increased by 40% compared with last year. The proportion of new and old customers is about 55:45. In the source of traffic, the proportion of Taobao customers has exceeded 30%, and autonomous access has reached 30%.

Reporter: this year, some women's wear did not sell much last year. The Korean clothing shed group sold 279 million, almost last year's sales more than two times. Where did your growth come from?

Zhao Yingguang: before 2012, we did very little in the three major categories of winter clothing (down garments, cotton clothes and woolen jackets). That is to say, in 2012 and 2013, the double eleven were mainly sold for autumn wear. This year we increased the proportion of these three categories in the structure of goods, and the price per passenger would naturally be much higher.

Another part of the growth comes from the healthy growth of the sub brands. In 2012, we made 2 sub brands, made 3 sub brands in 2013, and made 8 sub brands in 2014. At the same time, a sub brand needs at least 2 years of cultivation. This year, they also contributed to the sales growth of the group.

Reporter: some people say that women's clothing, Korean clothing house double 11 do not have suspense first, and the success of the core factor attributed to the spokesperson, good brand, many brands accounted for more pits, how do you think?

Zhao Yingguang: this year, you can ask Gianna Jun to be a brand spokesperson. It really plays a key role in the brand promotion of the Korean home. We have set up a special project team since 2012. We contacted the major entertainment companies and economic companies in the name of the brand spokesperson. For various reasons, we haven't found the right spokesperson. In 2014, after the red star from you, our project team first found Gianna Jun's brokerage company to finish the contract signing as soon as possible. The reason why we can finally negotiate and start quickly is because preparations for the first 2 years let us know very clearly what kind of spokesperson we need, and we know the bottom line of the negotiating conditions.

As for the help of many brands for the growth of the pit, as mentioned above, the Korean multi brand strategy has indeed begun to bear fruit this year, and won the market position in the double 11. But all this said is only on the surface. The most fundamental reason is that we attach great importance to strategic planning. Several partners at a fixed time each week gather together to discuss. Over the years, there has been no major problem in the strategy of ROK, and the management style and pace of development are very steady.

Reporter: over the past 11 years, the top three of double women's clothing are all Internet brands. This year, UNIQLO ranked second. Is this unexpected? What happened to the women's clothing ladder in 2014?

Zhao Yingguang, second, I am not surprised. Since 2010, Han Du has set the traditional big cards under the line as competitors, and it is inevitable that their online sales will continue to expand. So they have been actively preparing for this. This year, the top 10 women's clothing eleven, the Internet brand has 6, the traditional big card has 4, this proportion changed little last year, but with the traditional big name to the electricity supplier's more and more importance, the entire operation structure adjustment gradually arrives, will inevitably cause the Internet brand to be more and more intense.

Reporter: the rate of sale has always been a special concern for double 11 businesses. How much is the sales of Han Du house this year? How are we going to deal with the rest of the products? What are the three data surprises you most this year?

Zhao Yingguang: this year, our sales rate has reached 70%, exceeding our expectations, and the rest of the goods can no longer meet future sales. At present, we are contacting the supporting factories in the process of active replenishment. This year, our unit price, sold out rate and conversion rate have increased substantially compared with the same period last year. These three figures are most satisfying to me.

Reporter: the sales rate can be 70%. What is the difference between the structure of double 11 goods this year and the previous years?

Zhao Yingguang: 30% of this year's double 11 special contributions are sold on the shelves. This proportion was 15% last year. This year, the proportion of the goods and structures of the Korean and Korean clothing houses has entered a standard state and will be optimized on this basis in the future.

Where is the next growth space?

Reporter: this year, South Korean clothing into the first wireless spanaction of the garment brand, where your wireless end is strong in the end? Han Du clothes in the wireless end of this year is two times the input last year, in the end what others did not do? Wireless end next year double 11 do you expect to be up to how much to do next year how much to do wireless?

Zhao Yingguang, Han Du clothing house: the reason why han Du Yi house has a bit of success in the wireless terminal is that it has operated wireless as core business in the past two years. Since 2013, we have been doing four things on the wireless side. First, data operation. Accumulated from 2013. user Based on the wireless behavior data, the double 11 starts with preheating and uses data to make operational strategy judgement. Second, always give priority to the wireless terminal spanaction, and guide the PC users to the wireless terminal. Third, increasing advertising on the wireless terminal is different from PC. Instead of simply investing hard and broad, it has developed many interactive games and mobile magazines. Fourth, there is also a difference between PC and goods, and many new wireless cost-effective products are launched. Next year will increase the intensity of the wireless terminal, wireless terminal advertising budget accounted for at least 50% of all advertising budgets, estimated that next year the proportion of double 11 wireless sales will reach 60%.

Reporter: in addition to wireless, the three or four line market is considered to be one of the driving forces for the growth of e-commerce. Is the growth rate slowing down in the second tier cities? How do you plan to develop the three or four tier cities?

Zhao Yingguang: Han Du 30% sales contributed by five cities such as Shanghai, Beijing, Guangzhou, Guangzhou and Shenzhen, and maintained a steady growth rate in the second tier cities. The growth rate of the three or four tier cities has exceeded 40% this year. I have great expectations for the follow-up performance of the three or four line market. But for the time being, we should focus on making the product well, and there will be no special strategy for the three or four tier cities.

Reporter: the industry has observed that the Internet brand achieves annual sales of over 200 million, and the subsequent explosive force will slow down. The 11 double brand of Korea has contributed ninety million of its sales. How many sub brands will be contributed to the double 11 plan next year? How do you raise the brand tier?

Zhao Yingguang: this figure is even higher than I expected. If we try to do what we can, as many as possible hatchup brands, the sales of sub brands in the whole group will definitely increase. In 2012, we made 2 sub brands. This year's sales volume is over 100 million, especially for men's clothing AMH. This year's sales volume exceeds 260 million. It should be the first place in men's brand. In 2013, we made 3 sub brands. At least 2 sales will be over 100 million next year. In 2014, we have made 8 sub brands so far. We hope that at least 4 sales will be over 100 million by 2016.

Reporter: how much is the price of the twin 11 Korean clothing homes? There is no high-end women's clothing in China. Will Han do make high-end terminal brands? Do you think high-end women's clothing can play online?

Zhao Yingguang: the price of the double 11 Korean clothing homes is more than 300 yuan, which is much higher than that of last year, mainly because of the increase of three categories. In the brand group of Han Du, there will be a high terminal brand in the future, which needs to be built on the basis of the consumption structure of online shopping consumers. In addition, we will carry out various forms of cooperation with some of the traditional high-end brands under the line, including the operation of the generation, the joint venture as a sub card, and the cooperation with celebrities and celebrity designers to launch relevant high-end brands.

Reporter: in the past two years, some Internet brands are worried about the entry of traditional brands, especially Tmall is supporting the international tide brand. If sales are to be measured, where is the safety line in your heart?

Han Du Yi she Zhao Ying Guang From the overall perspective, online pressure on traditional markets will only increase. As mainstream consumer groups move faster and faster online, and continue to increase in terms of shopping frequency and consumption level, the trend of shrinking market share will become more and more obvious. This will inevitably push the traditional brands under the line to accelerate the spanfer to the electricity supplier. But this process is extremely painful for the vast majority of traditional offline brands, leaving a gap for the Internet brand. So for the Internet brand at present, the most important thing is to make good use of this time difference to improve the internal strength, and occupy the initiative position in the future against the traditional big name market.

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