Double 11 Focus: Overseas Brands And Offline Brands Into Ali "Big Red Man" Ali Pform O2O Strategy

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AKA...

The first camp of the Amoy brand has finally begun to fall into full swing. The first stop is Tmall double 11 and its foothold is Yintai.

It is understood that Tmall plans to start with the traditional retailers during the double 11 period.

In cooperation, the Yintai, which has been incorporated, is bound to be the best choice.

It is reported that at that time, Yintai will serve as an important camp to welcome Tmall's double 11 as well as embrace the many well-known Internet brands.

Especially for clothing category, Yin man, Chu language, crack, silk, aka, AK and other Internet original brand will first fall into the physical department store, can be installed under the online test, pay deposit, receive coupons, double 11 payment the same day, signing the treasure.

It looks a bit offensive.

In the past double 11, Alibaba only wanted to move more traditional brand clothing to the line, even with offline retailers to carry out O2O linkage marketing, is also strongly attracting tourists to Tmall.

Now what's the opposite of it?

And whether Tmall's Internet brand with Aboriginal gene is penetrated into the line can it become famous in the 11 world wars? It also draws a big question mark.

In this regard, the founder of an Internet apparel brand spoke bluntly, unwilling to make Tmall O2O mice.

"I know Ali too well, who knows who knows."

In fact, whether or not to participate or not, the status of Internet apparel brands in Tmall has been indisputable.

With the increasing popularity of Tmall's traditional brand and international brand, the survival space of the Internet brand has been squeezed.

Take the clothing category as an example, from the double 11 data in recent years, we can see that UNIQLO has become the list leader. Bosideng, ONLY, Ou Shi Li, JACK&JONES, Taiping bird, GXG and seven wolves are regular customers.

From this year's Tmall double 11 publicity, Ali strongly introduced the concept of globalization.

That is to provide more flow bonus for global retailers and release more consumption space.

To this end, Tmall has spared no effort to introduce overseas brands. In addition to the "top cargo" praised by Tmall international in cross-border mode, Metro, Messi general merchandise, ZARA, UNIQLO sister brand GU, Estee Lauder high end skin care brand La Mer and so on have come to "worship", and even Coach has entered the palace to return to the arms of the Tmall, preparing for the double 11.

In August this year, Tmall clothing suddenly launched a wide range of cooperation with international brands, and will be firmly bound to Tmall's ZARA, Bershka, pullandbear, UNIQLO, GAP, Decathlon, NIKE, Adidas, clothing and love group, bestseller group, including 163 brands.

"Internet brand is already the three stream of goods in the eyes of Ali."

Previously, a brand executive who participated in the signing of Tmall strategy agreement pointed out that the tendency of double 11 is obvious. Overseas brands and offline brands are now "big red people". Ali is willing to make concessions for offline drainage, or even do not fight 50 percent off. "This is absolutely impossible in the past."

CEO, a women's clothing brand, found that UNIQLO's double 11 pre-sale page on Tmall mobile client was firmly locked in the first promotion position - which is totally out of line with Tmall's mechanism of dynamic distribution based on pre-sale performance.

"Although the sales performance of the Internet brand like Han Du Yi house and Yin man is still growing strongly, and gradually moving towards the group army strategy, they may face different consumer groups online."

The industry believes that the biggest 11 moves in the past are low prices, discounts and limited time snapping, attracting users who do not have brand loyalty.

The real offline buying group is usually generous, low price sensitive and more willing to pay for the brand premium.

These people have limited awareness of Internet brands.

However, there is also the Internet apparel brand of Yintai, which shows that although consumers are familiar with the needs of brands, they are more receptive to styles.

"Through different styles and lines, the original traditional brands are differentiated and complementary. This attempt is not without any action."

Before that, there is no lack of Internet clothing brands trying to open shop to explore how to cruise in the broad offline retail market, in order to win more attention from offline users.

But at this point, no one can claim full success experience.

"This is also the reason why most Internet apparel brands are hesitant in landing."

A woman who had tried O2O's Internet dress brand said that the heavy cost structure under the line is almost cheap Internet brand profit margins can not be supported, "some brands are not even profitable."

Another traditional brand dealer said that even though this year's double 11 Tmall added more Internet elements to its home court, intime, it still could not ensure that Internet brands could win the same game.

"Just like the traditional brands entering the Internet channel are not acclimatized, they want to share a slice of each other's territory, not a double 11 can be leveraged."

But the success of Internet brands does not directly determine the success or failure of Tmall's dual 11 O2O.

After all, from Tmall's latest O2O game, the Internet brand is still a very small element.

"Alibaba just changed the strategy of O2O to give more offline passengers in the form of experience, delivery, payment of deposit or delivery of the tail, in order to get more support from traditional brands."

The foregoing pointed out.

It is understood that Tmall can only promote the Internet brand within the scope of "Yintai" in the experimental field, and the effect is unknown.

"But businesses will prepare for this."

A cooperative brand dealer said that the style of the products on Yintai shelf will be synchronized with the online, the day can be placed on the spot, and the pre warm-up experience is the main one. "Although the sales expectation is not enough, at least the relationship between retailers and Yintai can be reduced."