Three Highlights Of Tmall'S Online Sales This Year

Today, let's review and study Double 11 Tmall Three phenomena behind the achievement.

Today, "Double 11" has become a national online shopping carnival. Consumers' passion for shopping was ignited, and the sales data of brands were also eye-catching. Taking a closer look at this year's "Double 11" list, the reporter summarized three highlights: since the opening of the online shopping carnival in 2009, the listing rate of Taobao brands in the "Double 11" list has become lower and lower, but the proportion of official flagship stores of traditional brands has increased; Fast fashion brand Uniqlo won the grand slam of "Double 11" clothing category; Apparel brands with low price positioning have made outstanding achievements in online marketing. What are the reasons behind these phenomena? What's the difference in the way brands participate in the "battle" of this sales carnival?

　　 Traditional brands occupy half of the market

"What did you buy for 'Double 11'?" This sentence seems to be the most commonly heard greeting during the online shopping carnival. It is not difficult to find that most consumers who have the desire to buy have sold, and Tmall's turnover of 91.2 billion yuan has once again broken the sales record. At the same time, Uniqlo, Camel, NIKE, Barabara and other brands became the big winners of this national carnival with their achievements in men's and women's clothing, shoes, outdoor sports, mother and baby categories.

The reporter found that since 2009, the "Double 11" sales list has undergone earth shaking changes. In those days, the glory of Taobao brand occupying half of the list of various categories has disappeared. This year, except for women's clothing and cosmetics, Taobao brand was almost out of the market. Instead, it is a traditional brand with offline physical stores and large business scale.

Reporters can't help asking: Why can traditional brands such as Uniqlo stand out when there are tens of millions of similar businesses on Taobao Tmall?

Careful observation shows that these offline brand stores in the list are all online official flagship stores directly operated by brands. Their advantage is that consumers are quite familiar with the offline stores and products of these brands, which is exactly what online brands cannot do. The popularity of traditional brands has become the first move against online Taobao brands. Consumers' familiarity and attention to traditional brands enable them to independently search online flagship stores of brands without focus maps and Tmall introductions, thus promoting online sales of the brand.

In addition, the traditional brands on the list have made channel strategic adjustments in recent years to open up online and offline sales. For example, ONLY, VERO MODA and other brands have successively cooperated with e-commerce platforms to realize synchronous sales of physical stores and online platforms, and support offline payment and delivery services of nearby stores.

For a traditional brand with a complete offline sales network, it is of great help to reduce costs and optimize the supply chain by taking the product online for trial sale first, and then using the trial sale data for production.

　 Good shopping experience sticks to consumers

During the "Double 11" shopping festival, Uniqlo was the biggest winner with its overall sales exceeding 600 million yuan, winning the first place in clothing sales, and also the double champion of the flagship store of Tmall men's and women's clothing brands.

The reporter found that the advantage of this "Double 11" Uniqlo is that new products are sold online at real discounts, so that consumers can see the actual preferential strength of online purchase; Excellent product quality, good reputation and comprehensive fan coverage boost brand sales. As a fast fashion brand, UNIQLO has a very wide fan group. The product coverage level suitable for both men and women, old and young, makes it more recognized than ordinary brands.

However, the positive layout of O2O is the icing on the cake of its championship. The relevant person in charge of Uniqlo once said, "Online and offline interaction has become the trend of industry development, and we must comply with this trend. The way of online payment and offline pickup can significantly reduce the operation and logistics costs and the time of queuing at POS, and improve the customs related sales in stores."

As early as 2008, Uniqlo has successively launched online promotion strategies, including Uniqlo calendar, official homepage of social networking websites, mobile APP and other products. Among them, Uniqlo mobile APP is highly praised. Consumers can not only find the nearest store, contact information, business hours, range of goods sold and other information through the APP, but also get instant promotion information by checking the promotion sheet page in the mobile app, so that customers can go to the store more conveniently. At the same time, the mall function of mobile applications is interconnected with the official flagship store of Uniqlo of Tmall. Users can complete one-stop shopping directly through the mobile terminal.

In addition, through online data detection and cooperation with Alipay, it has completed online and offline data connectivity, as well as resource integration and drainage, making the O2O model increasingly mature.

Of course, Uniqlo is not the only one that can integrate the supply chain. Brands such as Lingzhi Group and Mark Huafei are also committed to optimizing the supply chain. Why is Uniqlo so outstanding? In fact, the most critical factor is price. With the recognition of cost performance ratio, the single products of fast fashion brand Uniqlo are cheaper and more widely used. 　

　 Key factors influencing online sales

According to the top ten list of "Double 11" clothing categories released by Tmall, the reporter found that the top offline traditional brands are all hot selling brands that have huge fan groups and win at an affordable price.

During the "Double 11" period, La Chapelle, ONLY and VERO MODA, who respectively ranked third, fourth and sixth in the women's single category sales list, also achieved outstanding offline performance. According to the data released by China Business Information Center, ONLY, VERO MODA and La Chapelle have always occupied the top three positions in the national women's clothing sales list.

It can be seen that the tradition of positioning parity brand It is no accident that we entered the top ten list of "Double 11" sales. Take La Chapelle as an example. This brand, known as "China ZARA", has opened more than 5600 stores in major business districts across the country, and most stores cover an area of more than 200 square meters. Most importantly, the price of the brand products is generally between 100 yuan and 500 yuan, and they are often sold at a discount of 5% to 7%, while the product quality and design are not discounted. The middle end of product positioning can capture more consumers. At the same time, the price advantage and discount strength of online shopping have also become the main driving force for high online sales of such brands.

In the men's wear list, brands such as JackJones, Peacebird, GXG, Sima, etc., which are deeply rooted in the middle market, have become the sales leaders. In addition to actively deploying O2O, these brands have great advantages in price, design and quality. In contrast, the performance of clothing brands priced at 2000 yuan or more during the "Double 11" period is not outstanding. It can be seen that during the "Double 11" period, when consumers buy clothing products, they have a higher acceptance of low-cost products, and this consumption habit also exists offline.

Price has undoubtedly become the biggest factor stimulating consumers in this online shopping carnival. Consumers choose products through online and offline price comparison, which has created an unforgettable scene of countless people filling their shopping carts, waiting for the zero point moment on the first day of online shopping carnival, and pressing the Confirm Purchase button in succession.

Today's consumers are interested in clothing Does the growing preference for brands mean that the era of cost-effective brands is coming? How much psychological harm will the false high price cause to consumers? Data is only one aspect, and perhaps the greater competition still lies in product quality and price.