Double Eleven Marketing Champion To See How They Play O2O!

From 2009, Alibaba launched the "double eleven" big promotion to this year is the seventh online shopping carnival. Billion Europe network learned that Alibaba's "double eleven" all day turnover reached 91 billion 217 million yuan in 2015, an increase of nearly 63% over the same period last year, involving 232 countries and regions, so that the global media were talking about China's Singles Day promotion. Among them, Russia's life news said: "double eleven", though not a world-famous holiday, has been supported by consumers all over the world. The British Post also mentioned that "black Friday" was killed by "double eleven".

Women's wear, men's clothing category top: UNIQLO

According to observation, in 2015 Ali's "double eleven" category of women's clothing and men's wear category were taken by UNIQLO, and the number of traditional clothes in TOP5 list increased year by year. Traditional clothing industry After many years of precipitation and development, it has strong strength in word of mouth and supply chain. When the traditional brand enters Tmall Taobao, the top of every category is obtained by traditional enterprises.

As a fast offline fashion brand, UNIQLO has gained fame in China and even in the global market. UNIQLO's transformation mode and marketing mode in the era of "Internet + +" have become its fast development force. According to the European network, UNIQLO is a fast fashion clothing brand in Japan. It is well known for its simple fashion and comfortable clothing style. UNIQLO's basic dress is loved by men, women and old people. On this basis, the O2O layout has achieved the icing on the cake.

In the first step of transformation, UNIQLO's online purchase platform in China has official website, Tmall flagship store and official APP, and the flow is guided online. The main methods include: 1. The shop assistants recommend installing APP, APP will issue coupons to the users and provide map guidance to users, and guide users to shop offline. 2, implement the same price on the same line but different discounts; for example, the same clothing on the line discount and line shop does not discount, or online and offline discount goods styles are different.

The second step of transformation is the emphasis on data in the development of UNIQLO; 1, data detection, pricing and supply according to product sales; it is reported that UNIQLO is pricing products according to the real-time sales of different products with different styles and attributes, for example, for new clothes, the excellent clothing store can be priced through the sales and prices of similar clothing in the same period of the previous year; in addition, it can also be priced according to the economic development of different countries and the consumption preferences of consumers. 2, access to Alipay, tracking user data; on the eve of double eleven in 2015, UNIQLO reached a partnership with Alipay in its more than 340 stores nationwide to access Alipay, completing online and offline data connectivity, and integrating online and offline resources to form O2O mode.

UNIQLO's excellent performance this year is related to its unprecedented discount. It is reported that in 2015, "double eleven" UNIQLO only Tmall flagship store participated in the sales promotion, and the sales promotion efforts were far greater than the daily discount strength of the stores under the UNIQLO line. Customers could receive shop coupons and Tmall coupons in their Tmall stores, and the main promotional products for the down season, the fleece series and other seasonal costumes also had a greater impact on their sales volume.

Mother and baby top: Barbara

It is understood that in 2015, Tmall's "double eleven" mother and baby category sales champion was balbala children's clothing brand. According to billion euro network, Barbara is the children's clothing brand of Semir, a local fashion brand in China. Its brand name is "high quality and low price" children's clothing.

With regard to its O2O layout from the transformation of its parent company Semir, Semir's transformation has also contributed to the better development of Barbara. Semir carried out a large-scale transformation this year. Compared with other similar brands in China, its transformation has achieved some success. In 2015, Semir ranked fifth in the "double eleven" men's clothing category, but it did not enter TOP10 in 2014. There are 5 ways to transform Semir:

1, the establishment of electricity providers, easy to digest inventory; Semir opened in 2012, the electricity supplier, initially online shop platform is used to meet the needs of high inventory digestion. Shao Feichun, general manager of Semir electricity supplier, has mentioned that the discount of offline stores for the digestion and inventory promotion is harmful to the brand image, so they use the electricity supplier to digest inventory. Up to now, Semir electric business has entered a new stage. More than 60% of the clothing is new products for the new season. The electricity supplier is not only a channel to digest inventory, but also a new sales channel.

2, the introduction of online payment, tracking user information; Semir said that to solve the problem of "one night stand" between users and businesses is the key to O2O, so Semir introduced mobile payment, which not only facilitates user experience, but also makes user information precipitation, so as to understand users' information and preferences.

3, the layout of the whole channel to solve the contradiction between the online and offline guns; one of the most important problems in the traditional enterprise layout is to solve the problem of "contending for goods" under the online and offline stores. Semir has formed a plan for distribution under the online order line, and online orders will be allocated to the corresponding offline stores according to their orders, and they will be distributed and related services, and the profits of the offline stores will be 15%.

4, inject overseas cross-border electricity providers, cut cross-border electricity providers; it is learnt that in 2015, Semir and South Korea ISE signed a joint venture contract, the establishment of a new company will cut into the overseas market and cross-border electricity business. Korea ISE company is Korea's domestic e-commerce service enterprise, it has two websites: WIZWID and WConcept.

5, the introduction of multi brand strategy Sen Ma Li seeks to change parity. Fast fashion Positioning, continuous mergers and acquisitions, cooperation, the development of new brands, involving children's clothing, high-end brands. It is reported that Semir has vigorously developed children's formats, and has launched many children's formats after Barbara. In addition, Semir has been looking for opportunities to enter the high-end clothing market, and it has failed to acquire GXG for men's clothing. It is reported that the acquisition of high-end products is still planned.

Top of the cosmetics category: the hundred antelope

In 2015, Tmall's "double eleven" beauty makeup category sales champion was China's grandmothers beauty brand, and became the top of the list from fourth in 2014. Founded in 1931, Shanghai was one of the earliest cosmetic brands in China. After the reform and opening up, foreign cosmetic brands entered the Chinese market in a big way, making the beeches a poor performance for a period of time. Their development prospects were hazy. After capital reconstruction and team upgrading, they survived and continued to develop, and in 2008, they showed a new brand image.

However, then the hundred antelope encountered the attack of the Internet again, but the prearranged deer took the initiative and promptly recognized the form. Billion European Network understands that the transformation of the beelux to the Internet is mainly achieved in 2 aspects: 1, recognize the situation in a timely manner and plan the Internet in advance; 2, pay attention to the role of technology and introduce the technology team. In 2010, the Taobao entered the Taobao flagship store. In 2011, the third party technical team provided technical and strategic support for its transformation layout. It also benefited from the technical team's support. The performance of the gazelle jumped from the initial 3-6 yuan to 171 million yuan, becoming the top 2015 Tmall double eleven. Since 2014, the development of the whole channel has been established as an important development direction, hoping to get more users from different channels. In addition, the hundred elk also launched a special product for the electricity supplier.

Billion European Network believes that the performance of the hundred deer is not only attributable to its positive electricity supplier layout, but on the other hand, its marketing mode has not yet provided an advantage for its development. This is known by sponsoring and naming TV programs this year, such as "good voice in China" and "happy camp". In addition, Peng Liyuan, the mother of China, pushed the gazelle as a national gift to go abroad and pushed it to the draught.

Home textile category top: Roley home textiles LOVE

The top list of home textile category is Luo Lai home textile LOVE, which is the fourth time that Tmall has become the top eleven home textile list of "double eleven". According to billion euro network, Luo Lai home textile was founded in 1992, formerly known as Nantong Huayuan Embroidery Co., Ltd., after it was founded in 1995, Jiangsu Luo Lai Group Co., Ltd., LOVE is the brand of electric household brand.

The transformation of Roley's home textile industry is manifested in the following three aspects: first, open online sales platform and improve sales channels; Roley home textile started selling on the official website in 2009, and developed an online sales brand LOVE, occupying the three party business platform of Tmall, Dangdang and Jingdong. Subsequently, in 2013, he returned to the market. Home textiles The official website is incorporated into LOVE, which makes LOVE a "one-stop brand home online shopping platform". In 2014, Luo Lai home textile adjusted its sales channels, tied up with its franchisees, and operated part of the joint venture channel. In 2015, Luo Lai home textile began to set foot in the micro business channel.

Second, expand the product category and extend the industrial chain; in 2015, the home textile began to force mother to child home, smart bedroom home, and continue to make efforts to transform. Roley, chairman of home textile company Xue Weicheng, mentioned that Roley home textiles is transforming from "big home textiles to big home". In April 2015, Luo Lai Home Textile Co operated with Ho Tai to focus on developing smart home and family health products.

Third, the introduction of partner system, the creation of investment funds, management reform; Luo Lai home textile in October 2015 renamed the company as the life of Polytron Technologies Inc, the introduction of partner system, the division split into a subsidiary, the parent company has become an investor role. In addition, Luo Lai home textile also set up investment funds with ARI consulting and Gobi Chuang win cooperation, ready to invest in many Internet companies.

Roley home textile has formed the development mode of "industry + fund" so far. Its chairman, Xue Weicheng, mentioned in June 2015 that the transformation of Roley's home textiles had just begun. Roley's home textile in the third quarter of 2015 reported that its net profit growth rate was higher than that of its revenue growth, which was due to the transformation of its business mode.

For the whole Tmall's "double eleven", it is in a state of joy and anxiety. Suddenly, the brand names of Taobao's battlefield have disappeared. Instead, they are the traditional ones who are actively thinking about transformation and upgrading. The panning brands who have stepped on the footsteps of Taobao are always inferior to traditional enterprises in terms of brand names and supply chains. This also reflects the advantages and space of the development of traditional enterprises in the Internet age. For traditional enterprises, the layout of the whole channel, the development of technology, the change of management mode and thinking are indispensable. China's economic society has entered the buyer's market for many years. Nowadays, the user's thinking and experience are more important in the market. This is also the need for more thinking in the future.

And the backward brand of Amoy brands should continue to improve themselves in the future development. Based on the advantages of their products and fans, we should step up efforts to grasp the supply chain and create brands. Zhao Yingguang, chairman and CEO of Han Du Yi house, has publicly stated that the future 80% of the online market is left to the brand with the Internet gene, so building a brand of its own is essential for the Amoy brand.