Bestseller Fashion Two Bright Retail Tips Are Brilliant.

2015 at the annual ceremony of the new Internet business, Zhang Yixing, vice president of the group, delivered a speech. He said that the most important thing in the retail industry is "Da Da" and "intelligent return". The clothing industry is no exception.

Zhang Yixing said that users who ordered the order in the morning could get their clothes at four or five p.m., which proved the strength of seven thousand or eight thousand fashionable stores on the floor.

It is also precisely because the store can deliver goods to customers' homes within three hours, and Zara and HM of 100 stores may not be able to compete in the end.

"In this respect, Bestsellers will bring disruptive consequences to China's retail industry and even the global fashion industry, and we will continue to optimize with the rookie."

In addition, Zhang Yi Xing believes that when the electricity supplier develops rapidly and accounts for a very high proportion, all the goods are in the express parcel. When the number of parcels is bigger and bigger, the return time will take a long time, which will lead to a lot of turnover in the medium term. Only intelligent return can solve this problem.

It is understood that in the return of the fashion, the fashionable dress is also in line with the rookie. All consumers call the rookie and deliver the things to the courier. The system of the fashionable dress will automatically decide which warehouse the parcel returned to.

"This improves the replenishment efficiency of the ground store and achieves the ultimate inventory turnover."

Zhang Yi Xing said.

The following is the full text of Zhang Yixing's speech.

Good morning, everyone! I have participated in many activities of the Internet business, so today there are many new friends and old friends, including Alibaba colleagues.

In fact, in the past 2015, whether Juhuasuan, Tmall or Ali mother gave us a lot of help on the digitalized road of our company.

Today I want to share with you some of our major data over the past year.

Silk fashion is not Lexus, because every time when I communicate with you, people often mistake the bestsellers.

The bestseller is actually the best investment of Denmark in China, and one investment is (Weiss FARS). It is a wind power plant. We are the largest fashion enterprise in China. There are 8000 shops, all of which are direct battalions, and our sales are full UNIQLO and ZARA.

Our department, ECDP, was a change made in July 1st of 15. We are a living company, a living case in the process of implementing digital marketing and digitalization into the whole company.

I often joke that I went out to speak recently. If I first came to power, I would just throw a brick in it, because I would like to talk about it later.

If I finally come to the floor, I will summarize it, because I have summarized the content.

Our annual turnover is 2 billion, double 257 million, and more importantly, we have achieved a very large number of spring and summer discounts and the fall and winter discounts in the big planning of Alibaba.

Spring and summer discount season 208 million, 3.78 in autumn and winter.

This is our main number before, including 09 to 15 years. JACK&JONES men's wear has always been the first place. From 09 to 14 years, we have always been the national sales creators of clothing category, and 15 year is UNIQLO, they are not the same as ours.

Next is November 10th, 12 years ago. It is the first customer in China who has over 100 million dollars per day. In November 11th of 15, we were totally different categories, different stores, and two stores were worth billions of dollars at the same time.

This is a simple review. We started from the first shop in JACK&JONES in 09, and we had a general turnover trend by the end of 2015.

JACK&JONES 1 billion, other brands also have a good growth.

In terms of this trend, the final figures are relatively high, which shows that the growth rate has broken through the usual rhythm of electricity providers under the promotion of all channels, which is also the main content of my speech today.

This is a non mobile terminal, non official website pactions, there is a background, we mobile official website paction is relatively large.

In the non mobile terminal, non official website pactions, basically understandable to become all the third party platforms, such as Tmall, Jingdong pactions.

In the 15 year, the growth rate is also a great improvement. The growth rate of 13 years and 14 years is no less than 50%, which is probably more than 50% growth rate.

This is the growing trend of confidence that we are all concerned about. Every line is a brand. From January 14 to November 15, our deal on WeChat is still very stable, and the left axis is ten million.

Next I want to focus on the sale of Ali platform, Ali mother in 2015, including all the operating resources to do the discount season.

Double eleven is also part of the autumn and winter discount season, the dark blue part is the number of stores, light blue is the number of warehouse delivery, 14 years and 15 years of comparison, JACK&JONES is 30% of the proportion.

Double eleven of shipments, the left axis is the main market, Taobao is also a complete O2O shop, delivery accounts for more than 70%, got a very good performance, this picture is also a comparison of 14 and 15 years.

Eleven people love it very much. It is a national carnival.

In fact, as a brand dealer, we still hope that the development of double eleven health is more positive, so we have been concerned about the proportion of double eleven.

In the trend of double eleven sales share, while the double eleven high-speed growth, we still maintained a double eleven share in a healthy decline year by year, we use digital means of growth is greater than double eleven growth.

This may be more concerned about, that is, Ali mother or good, just Jingjie talked about the product, service can give enterprises the effect.

This is the performance of the 15 spring and summer discounts season.

The chart above is accounted for by a shipment. The yellow line is the first day of our day, and the store on the ground has been continuously shipped on line, accounting for over 60% of the number of days.

What this form wants to illustrate is that in advertising, it is a strategy to cooperate with O2O. LY is very high. On the first day, LY can break through 20%, 14 years and autumn and winter break through 30%, and then LY will be over 6%, 7% or more than 10%.

By the autumn and winter, we are ready to reorganize the discount season. The purple line is still the ratio of avoiding shipment. The trend of LY is even higher than that of ONLY.

This is a comparison of Tmall discount quarterly trading.

The picture above is spring and summer, and the following picture is autumn and winter.

The first day of the spring and summer discounts season, we matched Tmall's resources to us, and also started Juhuasuan. The first day was a turnover of more than 1 billion.

Second every day the cat gave a big day, so it still made a very high amount.

On the eighth day, our goods were not broken, and we participated in the year-end promotion of Tmall spring and summer. The sales continued to be high, which resulted in our continuous turnover peak. Every day, the turnover was over ten million.

Autumn and winter are more intense. On the first day, we did 23 million or second days to do 50 billion or second days. The main reason is Juhuasuan and traffic support. More is our early warm-up, traffic pformation and advertising. This axis is completely different.

The axis above is 25 million, the bottom is 60 billion, and the third day is 20 million, fourth days are close to 10 million.

This is an important topic, that is, what kind of shop is the whole channel shipped.

From the online to offline data, we can see that the top 1400 customers are the customers who scan the order through the shop, and the four brands are a separate axis.

Transaction activity is also very high.

After seeing the data just now, I believe you can also have some new concepts for the entire advertising and the whole digital strategy. Let's review how the fashion group develops the whole channel.

13 years ago, our main electricity supplier is still a large shop, so our goods are basically only about half of the store store.

By the beginning of 13, we would be able to make all the goods available, which means that every product and color of every line on the line is completely synchronized with the shop on the ground. All the shops of the electricity supplier are a super shop in the ground shop, including all SKU.

In June of 13, we made WeChat shopping products with Tencent. This product is also our deep involvement in what, on-line and process settings, and finally achieved very good results.

After 13 years of double eleven, I kept joking: I drew a picture on the draft paper and scanned the picture to my boss, which opened up the integration of the whole channel with great pleasure.

In 14 or 15 years, the number of total orders is light green, and the number of shipments in dark blue is O2O. We can see that with the explosive growth of e-commerce, the quantity of O2O shipped is very large.

Over the past 14 years, we have issued 500 thousand orders, and this year we have issued about 3000000 orders, which is 8 to 10 times the growth. This is a very surprising number.

For the whole 15 years, I have a brief summary.

I think this is the first year of the opening of the era of full channel, so that the entire company is digitalized, so that the entire channel can be unified. The final result is that we have brought the growth beyond the market. Under the condition of very large base, we can maintain an average annual growth of nearly 70%.

In terms of turnover, stock is shared. The marketing of products is very rich. We spend a lot of money in the coming season. We want to let Tmall customers see the best and best new products, though the price is very high.

Next, we have a new product priority strategy, marketing strategy, we invited very hot little meat, in the double eleven when all the fashion back to the brand's home, bring the best original Danish Fashion back to China.

To sum up, in the 15 years, we made three eggs, 14 years called O+O, one line, one line, and 20 people's team in the middle.

The 14 year is also called O2O, especially from online to online. We have a large number of power sources, using mobile terminals to create more than two billion sales.

But by this year, the boundaries between online and offline have been completely blurred, so next year we will hardly talk about the topic of O2O, and only talk about three eggs.

We have worked with rookies to do that. We will say that the day is very important and medicine is very important, but I want to say that we are more important to the day.

Moved to the user's home, the user said I would go to a party in the evening, in the morning she pulldown the dress to buy a dress, at four or five o'clock in the evening may get this dress.

Now we

It's really possible to buy it once a day. It's not suitable for second days to return today, so it really puts the omnipotent wardrobe in the consumer's side. At the same time, it also proves our strong strength brought by the seven thousand or eight thousand stores on the ground.

We all say that physical stores do not do well. There are 100 stores in ZARA and HM, but I would like to say that it will not necessarily compete with us in the end. This distributed enterprise can do as we do in many cities, and our central stores can deliver customers' clothes within three hours of that day.

This will bring disruptive consequences to China's retail industry and the global fashion industry, and we will continue to optimize with the rookie.

For our retail industry, the more important thing is the return of intelligence.

Because if the development of the electricity supplier is particularly fast, the proportion is very high. All the goods are in the express parcel. When the number of packages is getting larger and larger, three days from the warehouse, consumers will be out of the market for four or five days, which will lead to a lot of turnover. That is to say, the store manager will greatly improve the turnover in the early stage, which will reduce turnover in the medium term. Only intelligent return can help us solve this problem. In this regard, we are also cooperating with the rookie.

All consumers call the rookie, then give it to the courier, then judge the warehouse by the system of our fashion fashion, which improves the replenishment efficiency of the store and achieves the ultimate inventory turnover.