"Double Eleven" Spring Enterprises Collective Efforts

From low-key expansion to radicalism, Quanzhou brand is trying to recover the lost electricity supplier. In the Quanzhou capital of the brand capital, it seems that in the past few years, the virtual online commerce has been booming.

Strong brand base support, quotient started a silent competition in the field of e-commerce, "bend overtaking" in this year's "double eleven" can be seen. This year, Quanzhou enterprises are making collective efforts in the "double eleven". Sports footwear In terms of sales volume, Anta, XTEP, Jordan and Hongxing Erke ranked the top ten from the total sales volume of Taobao. From 11 to 24 ranking, 361, PEAK, del Hui, and noble birds are listed among them. Men's wear The 5 min companies, such as Jin Ba, CABBEEN, nine herd king, seven wolves, and odd, entered the top 20 list of men's wear sales.

Last Monday, the business daily launched a panoramic survey of "double 10" competition. On the 11 day, the business daily sent a stationary point reporter to witness the Quanzhou brand business strategizing to win the "national consumption day".

　　 "Double eleven" spring enterprises collective efforts

This year, Quanzhou enterprises are expected to be too high. Many enterprises make big stock bets "double eleven". "Targeting the target twice as much as last year is low key. There are plenty of people who are 5 times, 8 times or even 10 times. Too much stocking has become a fatal blow to some enterprises that are not strong enough to resist risks. "

This year, Quanzhou enterprises in the "double eleven" collective efforts, sports shoes and clothing sales breakthrough, from the brand in the total sales volume of Taobao, Anta, XTEP, Jordan, Hongxing Erke ranked the top ten. For men's wear, 5 min faction enterprises such as Jin Ba, CABBEEN, nine herd king, seven wolves, and odd, entered the top 20 list of men's wear sales.

　　 13 minutes, sell about 1000000.

Just 13 minutes after November 11th, XTEP's "war room" sounded the first drum of "double eleven", and XTEP vice president Xiao Lihua announced that sales exceeded 1 million. Just a few minutes later, a customer service exclaimed that there was only two yards left in a down jacket. This scene was also staged in many enterprises in Quanzhou. The crane broke through 1 million minutes in ninth minutes, and the birds sold tenth hours in 1 minutes last year.

This year, Quanzhou enterprises in the "double eleven" collective efforts, sports shoes and clothing sales breakthrough, from the brand in the total sales volume of Taobao, Anta, XTEP, Jordan, Hongxing Erke ranked the top ten. From 11 to 24 ranking, 361 degrees, PEAK, del Hui, and noble birds are listed among them. In the "double eleven", the traditional sports brand continued to grow, basically surpassing the sales volume of "double eleven" last year.

It is reported that Anta Tmall official flagship store sales more than 30 million, XTEP's official flagship store to about 17000000, while PEAK performance is weak, only about 1000000. Wang Jianyuan, director of PEAK e-business division, said that in order to maintain the overall interests of PEAK dealers this year, the intention to raise the unit price of passengers would lead to the dispersion of traffic. The total sales volume of PEAK's direct distribution and distribution was about 12 million, while the sales of direct outlets were only 1/12 left and right, but XTEP's direct sales accounted for about 35% of the total. Wang Jianyuan said he wanted to stop participating in the "double eleven", and he was more indifferent to the "double eleven" than many people. At half past eleven on the evening of 10, he told reporters Tucao "to Taobao, not to make any double eleven, but to work with colleagues for an all night".

Men's clothing this year is mixed with joy. Quanzhou's powerful competitors, CABBEEN, nine herd king, seven wolves, and the 5 odd min enterprises have entered the top 20 list of men's wear sales. From the sale of Tmall flagship store, nine shepherd kings and seven wolves have slipped. Last year, the number seven wolves ranked first in the list last year, about 32 million per store this year, about 14000000 less than last year, and fell to 16. Jiang Tao, deputy general manager of the seven wolves, said that on the one hand, because traffic was far below his expectations, it was unchanged from last year. From the back-end data, this year's traffic in men's clothing category has tilted to Zhejiang men's clothing, such as Luo Meng, Taiping bird and so on. On the other hand, this year's competitors are fighting price war. Some retail prices are higher than the seven wolf high men's clothing brand this year, which is 20% lower than that of the seven wolves. Jiang Tao believes that this tactic of lowering prices will cause serious damage to brands and offline sales, and some managers' short-sighted behavior in pursuit of temporary performance is worth reflecting. Jiang Tao admits that the sales that had been low for the first time in the morning made him want to brush the bill once, but eventually he chose to give up. However, the seven wolves later worked hard, and finally ended up with 74 million 500 thousand of the officials, and finished 70% of the 100 million target. Jiang Tao said that he had passed the passing line. It is worth mentioning that this year, the noble performance is good, single day sales reached 23 million 160 thousand sales, compared with the same period last year, an increase of 130%.

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In terms of footwear, sales have risen this year, and the electric business of the Quanzhou brand is based on the business of Merlin, the precious birds, the rich birds and Hongxing Erke. Huang Wenhui, the head of the company, said that the sales of agent brands this year doubled in "double eleven", and some even increased by 2 times. "Mu Lin Sen sells 10 million 300 thousand yuan, ranking twelfth in shoe." In addition, sales of about 3000000 birds and shoes have been successfully sold over 40000 pairs. leather shoes 。

　　 Stock up too much.

Behind the surging sales, what is the profit of enterprises? Many people in the industry say that Quanzhou enterprises are expecting too much this year, and many enterprises are making big bets on the "double eleven". Xiao Lihua once revealed that the "double eleven" target was twice as low as last year, and 5 times, 8 times or even 10 times. But the fact is, most of them have not completed the intended target, and too much stock has become a fatal blow to some enterprises that are not strong enough to resist risks. Zhao Zhuang, director general of the doctor's house children's products Co., Ltd. believes that after the "double eleven", a group of Amoy brands will fall down.

According to a series of published data, most enterprises have a certain distance from the target: the target of nine year's harvest is 50 million, the actual sales amount is 27 million 390 thousand, the target price of the seven wolves is 50 million, the actual sales are 32 million, the rams are 120 thousand pairs, the actual sales are more than 40 thousand, the Anta targets are more than 50 million, the actual sales are about 30000000; the target of the rich birds is 30 million, the actual sales amount is less than 20 million; the group's target is 30 million, the actual sales are 30 million; the target of the thousand paper cranes is the target, the actual sales volume is; XTEP's official flagship store goal is, in the afternoon, the target is amended to protect it, and finally it is collected.

After the enterprise set a goal, it will usually stock up two or three times the target, and these undigested goods will become stock. Jiang Tao said, "this year's goals are very high, and they all fall very badly." Zhao Zhuang said that such a large inventory is almost a matter of life and death. Wu Shichao, general manager of Galanz, said that last year there were eleven businesses with big gambles. The goods sold were not sold out yet.

Ideal and full, realistic bone. Why companies are betting so much that insiders say that Alibaba has raised the goal of protecting three million Chong five million, and the huge publicity campaign that it has invested in various portals has virtually raised the psychological expectation of enterprises. Wang Jianyuan said that the overall volume of Taobao traffic this year is indeed higher than in previous years, but how much can it split to each store? Jiang Tao also said that the total turnover of Taobao can exceed 35 billion, mainly because of the expansion of the category. Enterprises can not expect their sales volume to grow synchronously with Taobao's overall sales volume.

Now Tmall's ecology has become more and more unsuitable for the development of Amoy brands. From the "double eleven" situation, whether the top ten deals are single stores or many fine subcategories such as men's wear, cosmetics, mother and baby, and so on, more traditional offline businesses and brands are coming from behind, and the Amoy brand camps are gradually shrinking. Wang Jianyuan said that in the past, Taobao was supported by the Amoy brand, and now the traditional brands have been stationed. Taobao does not need these Amoy brands, and is ready to abandon them. Zhao Zhuang also said that Alibaba is also using this way to detour the brand of Amoy.