50 Minutes To Break 100 Million Korean Clothing House Is Nothing.

In recent years, more and more electricity providers have joined the "

Many of the students who did not buy enough in the "double 11" were bound to display their skills in the "double 12".

However, "chop hand Festival" is not only a happy battle for consumers to buy, but also a battleground for big business operators. Various promotions and discounts, various buying strategies attract consumers' eyeballs, and the major brands also have their own preparation strategies.

Double eleven is the option and bonus item of traditional brand, but it is the main battleground for Amoy brands.

This year, double eleven won the category of Tmall women's clothing. The first one was the Han Du Yi she group (279 million), which sold 90 million more than second UNIQLO stores. It also created many records: a Juhuasuan brand group broke through 100 million; the brand of the first hundred million yuan sold in wireless pactions; the number of visitors in the shop (more than 18 million days a day), the number of visits (one day break through 90 million) and the first net; the sub brand AHM got the first achievement of the brand name men's clothing.

The reporter interviewed Jia Peng, general manager of the double eleven command of Han Du she and the deputy general manager of Han Du Yi house.

Double eleven strategy: the first quasi path

Before the double eleven war in 2014, Jia Peng confidently told reporters that "double eleven is the most important node in the year of Han Du Yi house".

The annual marketing budget of 1/10 is third and second the year before last. Last year, we are confident that we will be the first.

1 minutes break 10 million, 50 minutes break 100 million, a day to achieve 279 million sales, although this result is expected, but also due to pre war full preparation.

At the beginning of June, Han Du Yi house began various preparatory work, and set up a "double eleven command department", which was co ordinated and coordinated by Jia Peng's chief executive office.

Production strategy: beginning in the early June, it began planning goods, prepared three thousand balances, stored fabrics, determined production plants, finished production in 6-8 months, and began quality inspection in 9-10 months; 8 sub brands also worked hard to expand sales volume.

Product strategy: learn from the lessons of last winter's three main categories (down jacket, cotton dress, woolen coat), and increase the winter clothing style; start the winter clothing test in 7 and August, increase the stocking amount of the best seller; in October, plan three wave new products and special provision for pre-sale, carry out shop activities to get coupons and other guidance activities, and double 10 special contributions increased from 15% last year to 30%.

Customer service strategy: with the cooperation of universities in Shandong, the number of customer service has increased to more than 800 people, and the system of three shifts has been implemented. There are about 350 people in a class, and the customer service has been online for 24 hours on -14 November 11th.

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Storage and pportation strategy: increase the number of temporary students in 300-400 colleges and universities, the total number is close to 1000 people, to ensure that the daily invoice is more than 250 thousand.

This series of basic preparations eventually achieved a 70% sales rate (the average selling rate of the industry was 40%, and that of Korea's eleven last year was 55%), not only without the pressure of inventory, but also on the daily sale of double 11 after replenishment.

The sale of Han Du Yi house was even up to 95% during the quarter, and Jia Peng told the secret of the sale rate of Korean clothes and clothes. The Department of Han Du clothing has a special department responsible for planning the rhythm of goods and marketing, and combined with internal data (data statistics department more than 100 people) and third party data. In the two weeks of the product, it will decide which styles are explosive, prosperous, flat and unsalable.

The implementation of explosive payment and money can be reissued, flat and delay must be immediately (in the selling period rather than the end of the season, avoid discount discount, clearance peak) discount sales promotion principle, so that the entire supply chain sensitive response, control quality; flat and self financing "product development + visual personnel + operation personnel" three group system, to ensure the sensitivity of the first tier market, and also easy to grasp the inventory situation.

It is precisely this set of mechanisms and methods that have trained the product group's "self-management capability" to improve the success rate of product development and ensure a high turnover rate of 11.

This year's double eleven, Tmall is the main battlefield of Korea's clothing house, but the third party platform and mobile terminal also contributed a lot of strength.

Jia Peng said that the biggest operation platform of Han Du Yi house is Tmall, followed by vip.com and Jingdong.

The operation strategy is the same as the styles and prices of different platforms. However, due to the subtle differences between the consumers and buying habits of different platforms, the emphasis will be different, and the inventory will be separated from each other.

And in the mobile terminal, the Korean consumer clothing house can set up consumers in November 10th, and eventually it has become the first brand sold by mobile terminals.

Zhao Yingguang summed up the development of mobile terminal core business in this way. In 2013, he began to strengthen data operation and accumulate user's mobile terminal behavior data. The double eleven began to make use of data to judge the operation strategy from the beginning of the warm-up; always gave priority to the mobile terminal paction, fully guided the PC users to the mobile terminal; increased the mobile terminal's advertising, coordinated with the hard and wide launch, developed interactive games or mobile magazines, and launched the mobile terminal's exclusive cost-effective new products.

According to Jia Peng, at present, the mobile terminal team has developed to 40-50 people. This year the double eleven mobile terminals contributed 106 million of sales to Korea's clothing house, which contributed (30%-35% in 2013). It is estimated that the proportion of double eleven in 2015 will even exceed 60%.

E-commerce fans strategy: Korean star + Fashion incubator

This year's double eleven, brand companies have launched the "star attention" mode, but the Korean star's lineup is slightly larger. In addition to its brand spokesperson Gianna Jun, there are Han Dai's AMH men's wear spokesperson Andrew Ahn, who invested in Korean VC Star VC founder Huang Xiaoming, Quan Ren, Li Bingbing and Angelababy stars.

In fact, this shows that the two important development contexts of Korea now are: Korean celebrities should be endorsed to strengthen the impression of the Korean wave, and the Korean fans should be deeply cultivated. Please ask the fashion stars to endorse the brand, create the domestic fashion brand incubator, increase the brand awareness, fashion sense, and tap the potential crowd.

At present, the sales of 30% of Korea's clothing house come from the first tier market, such as North, Guangzhou and Shenzhen. The growth rate of the second tier market is relatively slow, and the growth rate of the three or four line market is over 40%.

Among them, PC sales accounted for 50%-60%, mainly to young women aged 18-25, concentrated in Guangzhou, Zhejiang, Shandong, Beijing and other cities; the core buyers of mobile terminals were slightly smaller, concentrated in 18-20 years old, and the majority of students were.

This year, the proportion of new and old customers of double eleven and Han downer is about 55:45. Taobao customers have exceeded 30%, and autonomous visits have reached 30%.

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Han Du Yi house is located in South Korea's fast fashion. In order to deepen the subdivision and precise Korean culture fans, Han Du Yi house, while strengthening Korean style and adopting Korean star endorsement, also inclined to the gathering place of young people and Korean fans.

First, all of Korea's clothes house.

The brand image shoot was completed in Korea. Although the cost increased, the Hanfeng Han flavor could be maximized.

Second, third years ago, Han Du Yi house had the awareness of brand marketing, and wanted to sign the most influential Korean star in China, but for various reasons, no suitable person was found.

Early this year, "the stars from you," the hit, let the Korean target of Yi she aimed at the "goddess of the whole nation" Gianna Jun, and finally successfully signed the three year contract, strengthened the brand positioning, and further started the brand awareness.

Third, advertising is concentrated on the Internet, but since 2013, it has preferred to use a social platform with little investment and high efficiency to interact with Korean fans and enhance brand reputation.

For example, the brand public relations department interacts with Korean fans fans on the social platform, provides dynamic information for fans, makes banner slogans for fans, and helps fans publicize their idol stars.

"It is a subtle process to run these fans, to increase their recognition and reputation for Han Du, and to slowly pform their fans into Korean customers."

Jia Peng said.

During the double eleven period, Han Du Yi house also surmounted the celebrity endorsement star and launched a series of interaction with his fans.

However, the most long-term goal of the Korean clothing house is to become an Internet fashion brand incubator platform, to support more and more "small and beautiful brands", and form an Internet brand group with Hanfeng department, European and American department and Oriental brand group.

He hopes to have at least 50 independent brands in 2020, with annual sales exceeding 10 billion.

"And the cooperation with Star VC makes it one of the shareholders of Han Du Yi she, which can not only obtain funds, but also make endorsement for Korea's clothes house and increase consumer's recognition of Korea's clothes house."

Jia Peng told reporters.

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Competition strategy: the "electricity supplier game" between Amoy brands and traditional brands

This year more than eleven more and more traditional brands have joined the ranks of electric providers. Double eleven is no longer just a unicorn of Amoy brands.

In response, Zhao Yingguang said: "this process is extremely painful for most of the traditional offline brands, and has left an empty space 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.

And the real core competitiveness of Han Du Yi house is perfect "single product whole process operation system centered on product group".

Jia Peng said: "we welcome the big brands to enter the electricity supplier, because this will attract more offline consumers to online shopping, and online and offline brands will make the online market bigger.

Although the traditional big brands have strong competitive advantages, small, beautiful and unique small brands have their own market. The key is not who will join the competition, but the first thing to do well is to manage their products well.

When many traditional brands do not pay enough attention to the channel of electricity suppliers, they must make up their time to make up for their weaknesses, such as learning the supply chain from traditional brands, so that they will have enough strength to compete with them in the future.

From line to line, through O2O mode.