High End Brands Join The "Double 11" Brand Choice, No Longer Busy.

"To the annual chopping day."

This reminder is boring, but it can effectively drag people's thoughts back to their respective checklists.

What you should pay attention to before the computer is preparing to chop your hands is that in 2015, the big business "double 11" activities appeared many high-end brands.

These new faces include handbags, costumes, bags and brands, including Coach, Tommy Hilfiger and Rimowa, as well as SWAROVSKI, Cartire, Wanguo jewelry watches brand.

11 pairs of eyes.

Sharp increase, overseas electricity supplier Farfetch is ready to go, the original high-end brand of the onlookers is finally unable to bear.

As a matter of fact, we only need to search and find that there are quite a few high-end brands in Tmall double 11 list last year.

When the "double 11" will lower the positioning and image of the middle and high brand, most of the brands that participated in the interaction opposed.

"We can see that many brands have already participated in the double 11, such as Lacoste, Levi" s, which are the first tier brands with relatively high customer price, and some have participated in more than one time.

So we already belong to a relatively backward wave.

"Calvin Klein", a staff member who did not want to be named, said to the interface news.

However, not all of them have appeared before.

In the promotion camp, high-end brands will choose to continue.

Last year's "double 11" also had Burberry.

However, the brand that landed on Tmall in April 2014 is not on the list of discount merchants this year.

As for why no longer participate, the reply given by Burberry is "no response".

From 2009, Tmall (then Taobao mall) began to hold the bachelor's day in November 11th.

As a result, more and more people are accustomed to keeping up with computers and mobile phones to buy discounted goods.

From the big electricity providers to open data, the promotion day results are obvious.

Tmall's "double eleven" turnover in 2009 was 52 million yuan, and trading volume reached 57 billion 112 million yuan by 2014.

Accenture's first consumer survey in China's shopping season shows that consumers are more enthusiastic about the "double 11" and more than 7 of the respondents plan to spend more this year.

Tmall official said that compared with the habit of "carrying on", the high-end brands were much more active, and sales promotion also increased significantly, some even reached the 50 percent off discount of platform top.

According to Tmall's own analysis, the reason for this is that the big international brand has opened Tmall's official flagship store, and on the other hand, the buyer's consumption ability has gradually improved.

For the first time in Tmall's "double 11" SWAROVSKI, the first choice of the most classic and popular products of the brand is to make potential customers have the chance to try.

In addition to product categories, price, inventory, pre sale and after sales and logistics are required to prepare for the brand ahead of time, so as to meet the "double 11" day traffic surge.

Calvin Klein settled in Tmall platform in September last year. Soon after, it met "double 11". After testing the water, it decided to continue to participate this year.

Unlike last year, the preparatory period of Calvin Klein began in July, and the quantity of 4-5 units was much higher than before.

The American clothing brand also took part in some pre-sale activities of Tmall. Consumers can continue to see the discount products and discounts.

For high-end brands, "double 11" is more important than reducing sales volume, reducing the threshold and making it possible for them to interact with potential buyers.

"We may be targeting young buyers this time. Some consumers think CK is expensive. This time it is just 50 percent off, and the discount is relatively large. They may be willing to try."

Brand insiders said.