In The Cotton Era, The Strategic Adjustment And Layout Of The Three Major Strategic Series Are Underway.

"We have considered two factors to formulate the sales target.

First of all, the overall sales volume of Tmall is growing. Secondly, we have 1 million 600 thousand old customers, and the rate of repeat purchase is 45%. We believe that these users will release their sales demand during the double 11 period.

Ding Liming, chief executive of the cotton era, explained.

It's not blind confidence.

In order to expand market share, a series of strategic adjustment and layout are being carried out in the cotton era.

It is reported that after the products and channels are relatively perfect, the cotton era has begun to increase advertising spending, and the advertising cost will reach 10 million yuan in 2015.

Insiders pointed out that these signals reflected from the side that the cotton era has entered the stage of accelerated expansion of the market scale.

Ding Liming said that the next stage of the cotton era will strengthen the in-depth publicity of core explosions to users, increase the radiation of explosive funds, and increase sales through this way.

At the same time, it will deepen the R & D and operation of all kinds of products.

At the end of the year, the overall layout of O2O was double 11 this year. The cotton era participated in the celebration of all stores. The Tmall double 11 billboards were only placed in its Yintai department store, which is opened in Yintai mall.

The development of key categories: home and feminine products in the cotton era, since the establishment of the brand, the positioning of "pure cotton manufacturing" has not been limited to single products, and there are many commodities under it.

In the past few years, the cotton era will mainly focus on the category of mother and infant. Baby cotton and soft towel, baby cotton diapers, diapers and other commodities are all main explosions.

Entering the 2015, the cotton era began to increase investment in household and feminine products, increasing its sales share.

"Our performance in the category of mother and baby has been relatively stable, so we want to deepen other categories."

Introduction.

At present, sales of household products and women's products account for about 10% respectively.

In the cotton age plan, the sales of non maternal and infant products will reach more than 50% in the future.

No longer low-key advertising campaign for 10 million 2 thousand and 10 years, the cotton era in the initial stage has fallen into the trap of burning money to buy traffic.

In the past second years, the cotton era adjustment strategy has begun to be low-key through product establishment and trust among users, insisting on its positioning and higher selling price.

Double 11 day,

At the entrance of the store, the store address is added to the shop entrance of the store, and the store address is searched through the LBS system to enhance the attention of the offline store.

Ding Liming said that the celebration activities of Wan Dian had a certain role in promoting double 11 sales, but still relatively small.

"This is our first attempt at this O2O mode, so the sales share is not high and normal."

But the cotton era will continue to deepen the exploration and practice of O2O.

The cotton age with nearly 100 direct stores will continue to expand the number and coverage of offline outlets.

Ding Liming revealed that the cotton era will develop detailed O2O project planning by the end of this year, and details can not be disclosed at present.