Tmall Double 11 No Longer Hits Half Off? Online And Offline Difficult Price

Liu Xiuyun, general manager of Tmall clothing, was last night.

Give a presentation on Tmall's new retail channel thinking.

She said that this year's double eleven rules have been adjusted compared with previous years, and the price cap will break the requirement of the half off ceiling.

Ding Ding said that this year Tmall has identified at least 10 brands can be shipped twice before eleven, while hoping that the brand can get the same line on the same line, but the price should be in line with the double eleven theme, better than offline.

In addition, the national carnival is also the highlight of this year's double eleven. In October 10th, Tmall will host the double eleven Spring Festival Gala to promote the growth of UV.

This year, the key increment of double eleven clothing is the new product, and the second is the international brand.

At the same time, the pre-sale period will be set up an expansion deposit. "The price is the same. If you buy it early, you will pay 50 thousand as 10 thousand as you buy a house."

With regard to the idea of O2O's full channel operation, Mr Ding said, Tmall started to cooperate with some brands in 2013, and now has a very mature team to help businesses do this, and only wait for businesses to change their thinking.

Martin's speech shorthand full text:

Ding Ding: Hello, everyone, I am the director of Tmall clothing, Ding Ding. My name is Liu Xiuyun.

Today I'd like to introduce new thoughts on retail channels of clothing.

come

Just three years, three years time is very fast, all students came to Tmall after they have a common understanding, in fact, every Tmall's little two are all pain and happiness.

How do I say it hurts? Before I came to Tmall, I heard that cats were very, very busy. Ali people were very, very busy, so they came to know how busy they would be. They were almost two days a day.

Let me tell you a figure. The number of garments sold in this year is hundreds of billions. The students in the whole industry add up to 100 people. We can calculate our per capita output value and per capita profit. Our company has a very high per capita output value.

There is also a discussion in the past few days about recruitment. In fact, we are a great company. High standards are demanding ourselves. We hope that people's efficiency or efficiency will be better and better than they can do today.

So this is a painful aspect.

Besides, where is happiness? Now we all say that the current team is becoming more and more difficult to manage. Apart from bonus, performance and stock, what is it that can keep employees? Here, everyone has dreams and changes.

The idea.

I feel that Tmall is the most qualified and most responsible person to think about the future development of the industry.

In addition to completing the KPI, what else can we bring to the industry?

Starting from the dress practice.

This year's clothing can be summed up as a sentence. The first thing we do is to divide the brand into three levels.

Besides, in the process of product life cycle, we will discuss with you about how to get through and collaborate on line and offline.

About commodity brand stratification, before we listed in the roadshow, in fact, American investors also asked Ma, Lao Xiaoxiao (Alibaba CEO Zhang Yong, flower name Xiaoyao Zi), that is, what exactly is Tmall positioning.

The answer to this question is ingenious. The whole Tmall user group is almost catching up with the US, or larger than the US population.

In front of such a group of people, actually we want to say that positioning is very difficult, so we also put forward a particularly arduous and particularly heavy task for us, that is, how to operate and support various levels of brand on this platform.

So we think of layered with the brand, because e-commerce channels can be achieved, we are working hard every day, are not perfect.

From our point of view, how can we divide into three levels? The first level is imported brands.

In terms of import brands, all imported brands are related to Tmall's clothing and clothing. First, we see many independent brands entering Tmall, and are stationed in Tmall through Tmall international channel.

Second we see that many B2C websites are also added to Tmall platform, one is Korean (AOEN homophone) clothing brand, the other is Messi department store, and is working with Tmall, so our clothing brand is very promising.

Another is the offline brand, the first is luxury goods. We all know that Burberry has settled in Tmall, and coach has recently opened shop in Tmall.

In addition, our mainstream international brand almost opened flagship stores in Tmall, which also includes nearly 90% fast fashion brands. Almost all platforms or lines look down on us as the most comprehensive collection of fast fashion brands.

In addition, the mainstream brand of the domestic market is also on Tmall.

At the other level, we attribute ourselves to personalized brands, such as 160 tide brands, 100 famous designer brands and brands selected by designer competitions, and nearly a thousand strong brands of our own brands that have been labeled through data and artificially, as well as thousands of brand names with good sex ratios. These are the three levels that we particularly encourage development and support. Of course, these three levels are not what I am talking about today, and we all have different ways of operation.