Bestseller Group Leaked O2O Play: Non Holiday Promotion Two Days To Sell 300 Million Yuan

In recent years, a gust of wind from O2O has blows from the US industry to the fresh and the fashion area.

The follower has no trace, but the borrower has been sitting up.

Spire.

Silk fashion is a flag raised on the draught, so that the follower can look up to him.

A few days ago, Zhang Yi Xing, general manager of the electricity supplier of the group, acted as an "electricity supplier for an hour" to interact with readers, and thoroughly interpreted the operation mode of O2O.

First, solve the shortage of online style: expand storage.

According to Zhang Yixing, the business department of the group has started since 2009, and the supply chain under the line is completely unified. The same delivery time, price and style have not been allocated.

This is mainly due to the whole group's direct store mode, with a direct proportion exceeding 95%.

The common problem with other brands is that in the first few years of development, the brand of the brand is not enough. Before 2013, the number of online styles was only half that of the line.

Aiming at this problem, we have invested two rounds of large investment in storage studio in China, accelerating the expansion of warehouse area, synchronizing all the styles on the line with the shop floor, and letting the inventory of online products cover the color and size of all the products of the shop.

It is understood that through this improvement, after 2013, in the whole channel, the bestseller group can get more than 20 thousand new styles every year, and the sales ratio of the full price products will be increased.

User churn under the make up line: use WeChat to guide Offline to Online

Zhang Yixing said that the real start of the O2O group was started in June 2013 with exclusive cooperation with WeChat.

Through the "micro shopping" channel developed by WeChat, the brand's Offline to Online to Offline can be realized, that is, from offline to online, and then offline.

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It is reported that the operation mode of this scenario is first of all, based on online and offline inventory, to achieve global inventory pparency.

Secondly, when the ground shop is short of color and broken code, the user will be guided into the WeChat channel, and through the online purchase, the store will be brought to the next store to pick up the goods.

"I once summed up this pattern as D2O, namely Discovery to Ordering -- found to order, or mobile favorites, to guide consumers who are hesitant, lack of color and break code and may lose, so that these users can collect digital products, and then place orders.

This saved a huge sales opportunity for stores.

At the same time, we are directly binding consumers and shopping guides through WeChat, so that shopping guides can calculate sales performance and successfully solve the problem of performance and incentive.

Zhang Yixing said.

In addition, Zhang Yixing revealed that this mode in 2014 brought 240 million yuan sales to the group.

Start the whole channel of goods allocation:

priority in delivery

It is reported that in 2014, the group launched an important OMS IT project in the country, and integrated shipments through O2O channels.

As a clothing company with many brands, the bestseller group has obvious advantages in shipping through O2O.

Zhang Yixing explained to the billion power network that more than 4000 stores have been shipped to the store this year after testing the stores in April 2014.

Especially in the big promotion day, the use of priority stores can increase sales to 40% to 50%.

Store shipping performance review:

In April 2014, some stores launched the test. In June, 500 stores were launched to participate in the shipment, more than 100 for each brand, and 100 million yuan for the full channel sales in the first day of June 25th, with more than 500 thousand orders per year.

2014 autumn and winter discount season, the use of its own flow, more than 2000 stores to cooperate with the delivery, sales reached 100 million yuan or so;

The first day of autumn and winter 2015, the first day of the discount season.

In Ali platform, 240 million sales, second days sales of 56 million, two days to complete the performance of over 300 million yuan, within a week, the volume of goods shipped to 400 thousand.

"We have always thought that the discount season (about 10 days) can go to a similar scale of the brand eleven (400 million +), and this year's double eleven, our Ali platform is 527 million."

Zhang Yixing added.

It is understood that the core development of the group on O2O this year is to cooperate with the rookie and Jingdong to achieve the projects of "day to day" and "intelligent return".

Transformation of the operation of the electricity supplier system: mainly in the new season

From the dialogue with Zhang Yi Xing, unlike most of the electricity supplier departments, since 2015, the group has spent a lot of advertising on new products (full price), attracting users with new products in the season, and in the discount season, through the ad system of Ali's mother, the users who have perceived the full price new products have returned to the shops to enjoy discounts, thus increasing the multiple pformation of potential customers and greatly increasing the rate of return on investment.

It is reported that the investment return rate of the group in the discount season is between 8~30 this year. The growth of all its channels is actually over 70%, and the annual turnover will exceed 3 billion yuan.

In addition, another improvement made by the group is to replace the "CRM" with the concept of "CLVM".

Zhang Yi Xing said, "CLVM" is thinking about the operation of customer life cycle from beginning to end, the scope is greater than CRM, from potential customer data collection, to interaction, to paction, this paragraph is traditional CRM can not be covered.

This year, double 11, bestseller fashion, with 520 million yuan total sales, has become the only clothing group with two stores and billions of dollars. Its JACK&JONES and ONLY two stores have over 100 million sales on that day.

Next year, the target of the fashions is that the sales of the 4 brands are all over 100 million.