Who Is The Protagonist Of The Double 11?

International brands are not happy: 11 of the world's two are running alongside UNIQLO.

From the first day of November, the war between 11 and two was officially launched.

But those eager international brands should not be too happy, because this 7 years of big promotion may not concern you.

There is no doubt that Tmall has achieved considerable success in bringing together the world's massive commodities and many brands. Consumers can choose between richer and higher quality products.

"These are

The explosive products that appear on the platform are the so-called rich products and overseas sharp goods provided by Tmall globalization to users.

According to the billion power network, globalization and internationalization are the strategies that Tmall has brewed for a long time. Since 2014, large-scale international brands have been introduced. Meanwhile, Tmall international has actively launched strategic cooperation with international retailers such as the US Costco, British Metro and Messi department store, which has greatly improved the global commodity richness.

Alibaba CEO Zhang Yong announced at the launching ceremony of Tmall double 11 Carnival this year. Globalization will be the most important theme of double 11 this year and the next few years.

"This is the demand of Chinese consumers. Today people need better products and better services. They need not only Chinese products, but also overseas products."

Although Tmall's baton has been tilted to international brands and overseas products, but in the survey of billion power network, it is found that double 11 is not a feast full of interests. The flow game around the platform may make those international brands that have 11 illusions on both sides are willing to fail.

Apart from UNIQLO, are they running together?

In August this year, there were media reports that the world's 90% fast fashion brands had already opened shop in Tmall, including UNIQLO, GU, Muji, ZARA, Gap, Topshop, Forever21, C&A and ASOS.

In addition, according to public information, as of October this year, Tmall international has entered 5400 brands in 25 countries, and has reached 12 cooperation with national governments and regions.

There is no doubt that Tmall has achieved considerable success in bringing together the world's massive commodities and many brands. Consumers can choose between richer and higher quality products.

However, some businessmen pointed out that international brands will inevitably fall into the awkward situation of "accompany running" in this year's 11.

"From the daily operation, we can see the clues. Double 11 holding high the banner of globalization will highlight this contradiction."

Looking at the 2015 ranking of Tmall's hot brands, the new international brand does not seem to have changed Tmall's original sales pattern, and few international brands have entered the top ten list of the relevant categories in the month.

The industry said: "Tmall has the ability to introduce high-quality brands abroad, but massive products want to become a household explosive fund is not realistic.

On the platform such as Taobao and Tmall, any exposure resources are required to bring corresponding sales and output, and many international brands do not adapt to this environment that requires rapid sales results.

The double 11 promotion is undoubtedly the biggest exposure of the whole year and the biggest chasing of sales volume.

From 50 million in 2007 to 51 billion 700 million in 2015, it only took 7 years to say that this year's sales target is 80 billion yuan.

A clothing trader believes that in this case, Tmall's strategy is to set up benchmarks and provide an important position for the two 11 venues to the international brands that are bright and proven to be able to get huge sales volume, and continue to create the myth of sales by using the huge volume of the 11 double market.

The consequence of this strategy is that there is no relationship between double 11 promotion and most new international brands.

Many international brands do not understand double 11 strategy.

He Zekun, head of China's Jack Wolfskin, introduced to the billion power network: "big promotion will support international brands, but the specific method has not yet been set. Tmall has not informed us yet."

The two brands of lower UNIQLO and GU in Japan's Xun clothing company clearly illustrate everything.

Billion power network entered the double 11 pre-sale venue, found that UNIQLO pformation

The plate "screen tyrant" has long occupied the first showcase.

Not only that, UNIQLO occupies the most important position in the women's wear sub field, and it shows up in the whole network.

Double 11 pre-sale women's clothing venue UNIQLO firmly controlled in the first place

While the GU of the sister brand of UNIQLO during the double 11 period is a 180 degree reversal.

Although GU is also involved in Tmall's double 11, and in its own store for pre-sale promotion, but the billion power network in the double 11 main venue and women's wear sub venues did not find its entrance.

Unless it is a loyal user of the brand, search on the platform voluntarily, otherwise it is difficult to find the brand store through Tmall's traffic path.

Uniqo sister brand GU

"According to the display position, we can almost determine the different sales outcomes of the uniqo and the sister brand GU double 11.

The situation and outcome of GU represent a large number of international brands.

Some businessmen pointed out that these international brands can not only get the nourishment of double 11 big promotion, but also the original user groups may be diverted, and they have the risk of "running away" and "fertilizer".

Some international brands simply get away from big promotion.

Entering the Burberry official flagship store and COACH official flagship store, the billion power network found that the two international luxury brands did not participate in the double 11, and there was no relevant information in the store, and the total sales volume of most goods was zero.

Other overseas brands, which occupy an important position in Tmall 11, are also relatively rational and do not show excessive expectations for sales.

Blackmores, Australia's health care brand representative (Ao Jiabao) told the billion power network that Tmall's official flagship store and overseas flagship store were involved in the double 11 promotion, and many resources and brands were exposed.

Zhang Zujun, general manager of China's general office, said frankly, "as a brand dealer, we do not want to see a figure. Even if the sales volume of Tmall stores is 10 times and 20 times that, it will still have little to do with the whole domestic demand and our overall category data."

Zhang Zujun emphasized that compared to the sales of double 11 stores, the number of consumers who really know how many consumers know how many users of Australia's Jiabao have made great efforts to promote contact and awareness of the brand and see whether the three or four line cities or even rural users can try products through the guidance of double 11.

Globalization is a slogan, and 11 are in reverse?

A brand operator said that the Tmall double 11 way of promoting enrichment by seven years has been the best way to explain Tmall's survival and operation logic: through various channels and tentacles and the private brand resources of the merchants, the flow volume is concentrated to output a large volume of traffic to the few businesses and commodities that maximize the benefit through the platform's flow volume allocation mechanism, resulting in huge platform paction data.

"Under this flow operation logic, UNIQLO, South Korea's clothes house, and emann can get hundreds of millions of sales a day, and an explosive payment can get tens of thousands of orders.

Many users are looking at the same page, buying the same products, not worried about the bump they are going to encounter, all at low price and discount as weathervane.

An international brand Chinese manager, who does not want to be named, bluntly indicates that the global industrial chain is beginning to personalize, and the popular brand of the past is being challenged by segmented consumption.

Even P & G, a large company representing the global supply chain, should take into account how narrow and fragmented traffic is carried out when designing a product.

But the Tmall 11 is moving against the tide.

Indeed, many overseas brands that are not known to domestic consumers are starting to rush to Tmall, but many distinctive international brands do not get enough opportunity to show them.

Consumers want to understand the channel of these brands is no longer a big platform such as Tmall and Jingdong, but all kinds of social networking sites, interest websites and friends circle.

According to the survey conducted by the billion power network, 64% of respondents believe that the "maximum sales of limited traffic" and "globalization and fashion" are almost two incompatible goals.

In fact, in the early stage of Tmall's fashion strategy in 2014, the debate on how to balance the relationship between them has never ceased.

At that time, Tmall chief Joe Feng had said that he could accept certain and short-term sales pressure.

Survey data

And sales pressure is Tmall's 11 big promotion must face, after all, this is a holiday attracting millions of people.

Under such circumstances, only those who follow Tmall's play, dare to spend money on the layout of traffic, and dare to launch a burst of money with low discount can enter the stage of big promotion.

"Explosion fund" is by far the most suitable mode of operation for Taobao and Tmall platforms. As long as businesses can launch enough explosions, it is equivalent to having a stable exposure resource on the platform.

A senior

Businessmen say, and the way to create explosive money is nothing less than low price and drainage, many of which are not necessarily understood by many international brands. Even if they understand, they may not be willing to break their own price system and operation mode.

Daily one country

Overseas goods

But in this case, some businessmen who have natural "explosions" will make quick profits in the cooperation with Tmall and in the 11 big promotions.

These explosions are the products of globalization represented by Tmall double 11 main venue this year: milk in Holland, nuts in America, health products in Australia, Japanese flower king diapers, and Korean air cushion BB cream...

These products have been placed in the main position of the first screen of the main venue, and a daily one country branch has been set up to give these goods and the international retailers, overseas brands and many dealers behind them enough access.

"These explosive products overlapped on cross-border e-commerce platforms are the so-called rich products and overseas pointed goods provided by Tmall globalization to users."

A cross border businessman introduced, in order to make up for these explosions, and even some dealers provided goods also entered the double 11 main venue, in order to fully digest traffic.

And are these really user needs? A few days ago, at the 2015 China (Sichuan Mianyang) e-commerce development summit hosted by the billion power network, the research data released by the electronic research institute showed that the clothing category grew rapidly in cross-border electricity consumption, and the users had great demand for non-standard items such as overseas clothing. The quality, design and benefits of overseas products were valued.

Do Tmall need more advanced fertilizers?

Taobao and Tmall did not try to do real flowers, but the previous Taobao small and beautiful strategy, the development of the characteristic channel and Tmall's fashion strategy did not have obvious effect.

After the unified management of Taobao, Tmall and Juhuasuan, the focus of all efforts was back to the sales data.

Insiders pointed out that in 2013, Tmall double 11 and Taobao double 12 also tried to increase display sites and traffic fragmentation, but this way reduced the sales volume generated by traffic, and the original burst strategy was also affected, compared with the same period last year, the growth rate continued to decline.

2013 quarter 2015 Tmall GMV quarterly trend

In the view of some overseas brands, Tmall still firmly controls the hand of platform regulation.

Double 11 strategy can temporarily realize the optimization of sales level, but on the whole, Tmall's new faces and new products update slowly on the platform of Tmall. Users gradually become tired and their interest in Tmall will gradually be lost. This is a big dilemma for Tmall's platform: it's not that there are no massive businesses, no special products, but the opening of double 11 main venues, users can only see the old businesses who have long lived in the forefront of all categories.

By contrast, some of the distinctive cross-border e-commerce platforms that began to emerge in 2014, such as Xiao Hong's book, darling's global purchase and Amoy world, give more space to merchants in the long tail market.

How to provide users with truly rich and draining global commodities is also an important direction for many electric providers to explore.

Jumei.com and vip.com push the quantitative brand and merchandise every time through the time sale mode. They do not want to be big and full, and attract users' regular attention and impulsive consumption through continuous innovation.

One retailer pointed out that Tmall wanted to truly achieve globalization.

It is almost impossible at present to rebuild operational logic and traffic distribution logic, because traffic leverage is almost the root of Tmall.

After the completion of the listing of Alibaba in 2014, a senior business operator pointed out to the billion power network that the clothing brand had successfully entered the war and entered the Tmall TOP business tier. Only the original seats were continuously replaced or gradually died.

This is mainly due to platform support and traffic resource tilt.

"In the past, the physical consumer goods industry has overcapacity, and the industrial upgrading has not been refined in the whole industry, and the competition is fierce and fierce.

In the crazy "capacity to go" process, Ali's surviving traffic auction mode is very popular with sellers, boosting advertising display and clicking cost bidding.

This person believes that as the surplus of low-end manufacturing of domestic consumer goods is phased out, supply and demand will start matching, and the value of flow auction will also be diluted. "Therefore, Tmall needs to excavate more and more advanced capacity supply to fatten the market and restructure the flow depressions.

Tmall

Obviously, it's a great opportunity. "

"The platform is essentially a low social benefit mode. The platform only needs to honor the winners, not to pay for thousands of losers. How many successful shops on the platform, but how many losers behind it? The platform mode actually causes a lot of waste of resources.

Although they do not have to bear any cost, they assume the burden of society.

Huang Ruo, the founder of Tmall (Taobao mall), has also commented on Tmall's business model.

People in the industry are joking that those international brands that are looking forward to China's consumer market, who are rich in money, do not care about profits and losses at a time, and continue to increase capital investment, or overseas brands that are mainly supported by the platform, independent business accounting and independent accounting, are the senior fertilizers that Tmall is pleased to see.