Counting "Double 11" Clothing Brand

Online sales of original billion

Brand name: Han Du Yi house, crack silk, and Yin man

Online original brand

Growth is far ahead of expectations. Last year, the performance of 23 million people staggering over billions of dollars this year.

In the early morning of November 11th, there was still 10 minutes to go, and the Korean clothes shed jumped from third to second in the Tmall women's wear sales list, and the Korean home was located in Ji'nan's company.

On the afternoon of the second afternoon, when the company received an interview call from our correspondents, it still couldn't stop its joy. This year's ranking rose more than last year, which means more for them.

It also won the original online brand with high sales volume, including Yin man and rink.

12 days of rip and silk CEO soup revealed that its "double 11" sales had reached 160 million yuan on that day.

Yin man sold 102 million 700 thousand yuan on that day, 3 times more than about 30000000 yuan a year ago.

The number of visits is up to 5 million 148 thousand.

Although the volume and amount of the Korean household's clothing have not yet been released, as of 12, statistics show that the total browsing volume of Korean products is over 100 million, which was only 20 million in last year, an increase of 4 times.

In fact, many online brands have strong design and manufacturing capabilities, and some have many years of OEM export experience.

Take Yin man as an example, its predecessor was OEM, and then joined Alibaba in 2008 and became famous in the Internet.

Within two years, online original brands have developed rapidly.

In 2013, Han Du house developed from 400 employees to 2100 today, with 600 designers.

The design and production of "double 11" began in June of this year, and specially designed the "special contribution" that the price is very high on the 11 day. Almost all of these garments are designed according to past data and buyers' demand.

The upgrading of online brand's hardware and software services is approaching physical brand.

Take the Korean clothing house as an example, upgrading the data system to avoid inventory shortage last year and arranging 1000 customer service.

It told the reporter that all the staff of the company had helped the packing and packing in the 40 thousand square meter warehouse, and expected to complete all the logistics within 7 days.

Solid brand name for "explosion"

representative

: UNIQLO, Jack Jones, AOKANG

The traditional brand of consumer online shopping is not to be underestimated.

This year, many domestic brands began to arrange online channels.

AOKANG, the domestic shoe giant, revealed on the 12 day that its sales exceeded 76 million yuan on the 11 day alone.

According to the person in charge of the company, as early as August, it began to stock up, and the stock was over 1 million.

Like the sharp smell of online original brands, AOKANG has also specially developed the "special supply" on the 11 day and made an early promotion.

Wang Zhentao, chairman of the group, told the reporter that in 2012, the sales volume of the network exceeded 220 million yuan: "who will take the lead on-line, and who will take the lead?" Wenzhou has 3 enterprises entering the field of electronic commerce, and will usher in a channel war.

In several rounds of the "double 11" event, overseas brands are more sensitive than domestic brands.

Four years ago, Tmall opened its flagship store UNIQLO, the "double 11" trading volume ranked sixth in Tmall, and sales exceeded 120 million yuan on that day.

UNIQLO China told the magazine that its Tmall flagship store sold many of the season's light down garments, and would not treat the online shopping with the attitude of "clear inventory".

In addition, there are up to 20 Ali Wangwang customer service on the UNIQLO product page. It is understood that the actual customer service staff exceeds 160, and will continue until December to answer after-sale consultation.

Logistics distribution on UNIQLO investment is not small, in the Shanghai and Hangzhou area, the use of home emergency, the rest of the area used SF express, all of which can not serve the area is shipped with EMS, to ensure safe delivery.

The same is Denmark's men's clothing.

Jack Jones, ahead of several low discount "explosions", led to a mad job, ranking fifth in Tmall and selling 159 million yuan that day.

However, the "little moves" of merchants failed to escape the eyes of netizens.

Some people complained on micro-blog that Jack Jones had sold a leather jacket for 1249.5 yuan in September, and suddenly changed back to the original price of 2499 yuan and sold it at 1249 yuan, which was only 5 yuan cheaper than usual. It was close to "double 11".

However, some netizens said that Jack Jones's strategy was not to sell a single item, but to reduce it to 700 yuan, and to reduce it by 90 yuan or four yuan.

The agent took the opportunity to clear the goods.

Representing Enterprises: BELLE's excellent purchase network