The Obvious Sales Rhythm Of Traditional Clothing During The Peak Season May Be Changing.

In "618"

During the carnival of fans, Tmall merchants are advancing the peak season through a series of new ideas, such as data driven, full channel operation and live broadcast.

Tmall has become Online

The core battleground of the industry.

A predictable trend is that the obvious pace of sales of traditional clothing during the peak season may be changing.

First look at a set of data:

1. as of June 19th, at 185 million o'clock in June 19th, the fashionable fashion was traded on the platform of Tmall 185 million; Nike618 broke tens of millions of minutes on the same day; and the 25 hour sales of Euro hour 617 exceeded that of last year.

In addition, Veramoda and only will sell billions of dollars during the whole event of Tmall fans Carnival to June 20th.

2.ZARA, UNIQLO, GXG, bestseller fashion, Decathlon, Nike, Adidas, Lining,

And so on 50 brands, as at 12:00 on June 18th, the overall turnover has exceeded Tmall last year to promote the whole day.

3. bestsellers, GAP, Europe, Mo&Co, GXG, Zhou Dafu, Daphne, Shu Hua and other 30 brands realize 100% channels of interoperability, Tmall and offline synchronization 2016 spring and summer commodity number exceeds 20 thousand, the number of stores under the line exceeds 5000.

In June 17th, 18 days and two days, there were about 500 thousand outlets of the bestsellers sent to the whole channel, and 400 thousand stores were shipped.

The order quantity of store delivery exceeds 11 orders of last year.

4. the third party data show that in the first quarter of 2015, Tmall apparel accounted for 76.2% of the Chinese apparel business market.

The proportion of Tmall will increase further in 618 this year.

5. Haitao users in the purchase of non-standard commodities, high priced clothing, light luxury bags and Rui watches become the first choice.

Tmall international this year introduced Macy department stores, Houseoffraser department stores and other well-known international department stores, so that high-end international brands shine brilliantly.

BCBG, desigual and other high-end brands were gratifying, and the US luxury brand women's brands increased by 128 times during the BCBG618 period.

In June 18th, at the 618 press conference, Jingdong mall CEO Shen Haoyu told reporters that sales data of clothing category this year (618) have been improved, but not too high. From the seasonal factors, double 11 will be more suitable for clothing sales.

This is not the case. From these data, we can see that Tmall and other Internet platforms are becoming the core battleground of apparel industry pformation.

Reporters, during the Tmall fans carnival, Tmall merchants are advancing the peak season through a series of new ideas, such as data driven, full channel operation, live broadcast and so on, and prepare for the next autumn dress on new and double 11.

Trend 1: data driven, breaking the sales off-season rule

Compared to double 11, "618" is really a special point of time. As Yang Jiaxin, the minimalist AMII brand operation director, said, "at this time, our summer commodities are ending and the autumn wear is starting to work."

Because of this, it is considered to be a low season for the apparel industry.

Relying on the Internet to create festival sports, some businesses find the significance of mid year sales promotion in practice and data: on the one hand, they can help businesses clean up a large number of stocks, and on the other hand, they are also the time nodes of the next stage of new product launch.

For example, AMII has done two things with big data: sweeping the summer products and testing the market performance of the first wave of new products.

Through the system model to build industry data and enterprise data, AMII can have a systematic analysis and evaluation of product types and categories, and the life cycle of products can also be quickly judged.

The data confers more controllable factors on "Tmall 618 fans Carnival".

"Compared with double 11, the biggest attraction of Tmall 618 is that it has both sales data for summer wear and tests for autumn, so that data can be predicted."

In the clothing industry, summer wear was basically completed in early June.

Therefore, brand names can promote sales through the sales data of the first two months, and choose the styles that customers prefer and purchase frequently.

And the new autumn festival also takes the lead in the next phase of the new product offering.

Through the "Tmall 618" purchase data, the brand can make some supplementary actions to the subsequent product series, and also has certain reference value for the determination of the main push amount.

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Trend two: opening up the whole channel synergy under the online and offline channels

Tmall, a recognized non-standard consumer market, has a better channel to solve the traditional problems such as clothing inventory, optimize supply chain and reshape traditional clothing industry.

According to Tmall's second introduction, the 30 core brands such as bestseller, GAP, Europe, Mo&Co, GXG, Zhou Dafu, Daphne, Shu Hua and so on have realized 100% channels of interoperability, online and offline synchronization 2016 spring and summer goods number exceeds 20 thousand, and the number of stores under the line exceeds 5000.

In June 17th, 18 days and two days, there were about 500 thousand outlets of the bestsellers sent to the whole channel, and 400 thousand stores were shipped.

The order quantity of store delivery exceeds 11 orders of last year.

Sporting goods brand, 361 degrees, said it had deeply co operated with Tmall's all channel project, and had to bring its inventory and stores scattered across the country to this great promotion.

Qian Jianyu, director of the 361 degree electricity supplier, told reporters that the 618 implementation of the same line and line, the head office has opened up the inventory system with all branches and stores. After the online consumers took the goods, they could receive the packages at the fastest time through the nearest store or warehouse delivery principle, while the offline shoppers were shopping in stores, and when they encountered code breaks, they could directly scan the code and match the system to the nearest stores or warehouses for shipment.

The realization of the whole channel is of great significance to the brand. Qian Jianyu said that before the big promotion, the brand electric business department had a very high inventory pressure, and the opening of the whole channel system made the inventory depth of the electricity supplier channel no longer confined to the warehouse, but with the power of the whole channel to dispel the overall sales pressure of the brand.

The advantage of the whole channel is that it can quickly gather products in a short time and quickly dredge the capacity on the day of big promotion, because theoretically, as long as the stock in the national stock system is entered, the products will become the stock that is greatly promoted.

For GXG, the flexible pformation of the rear end supply chain is the core of this year's great promotion.

Starting from March this year, the overall sales growth of GXG accelerated. Wu Lei, deputy general manager of GXG, a man's clothing brand, revealed that from May to now, the whole online sales grew by nearly 100% over the same period last year.

Another important significance of the whole channel to brand is that we can better understand the portrait of customers on line and line.

The ideal form of future offline channels is that the expensive outlets can display more goods without having to prepare large quantities of stock. Consumers can directly scan the order after trying out the store, and send the brand from the low rent suburban warehouse.

Trend three: let live broadcast full of imagination.

No live broadcast is not a good seller.

Earlier, Tmall clothing combines brand businesses to launch "daydream" series, through the live broadcast way to move the love games in the past computers into reality, deeply imply related products into the plot, trigger user interaction with content, and also stimulate sales of goods while customers are watching.

The live broadcast of daydream has no stars. Relying on content and high frequency interaction, the third phase of the brand partnership MO&Co. has won 150 thousand points of praise and over 10 million of sales.

In addition to MO&Co., the brand of Ou Shi Li, Yin man, Chu Yu and so on are all live brands of daydream.

Among them, MO&Co. and Ou Shi Li have sold tens of millions of sales in activities.

During the warm-up period of "Tmall 618 fans Festival", Tmall avatar fashion media, with more than a dozen men's brands at home and abroad, will directly broadcast live to Italy.

The models, local designers and craftsmen in the Versace and vivienneWestwood show in Florentine street, Milan fashion week, all the details of the dress and the process of making clothes are all covered in live broadcast.

They, oh no, some men's clothes on them can be bought while watching.

I don't know if men's meals are available. The sales of live direct drainage to stores has reached 20%.

These brands include sketches, Mark Ed Faye, GXG, I.T and other domestic and international menswear brands, as well as Tmall brand Italy oxs and bycreations.

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Tmall clothing marketing expert space told reporters, "through the direct broadcast of Tmall Italy live directly to the fashion week and exhibition site, to help domestic men's clothing brand to achieve the most popular fashion in foreign countries, synchronized watching the most popular show, part of the style to achieve purchase."

Not only that, but since the evening of June 17th, Taiping bird's men's wear, women's wear, Lok ting and MATERIALGIRL have been broadcast live on Taobao, which has attracted nearly 10000 fans to take the lead.

In addition, women's clothing brands such as underwear brand Manifen, big size women's wear MsShe, tide brand women's MMA and so on are also directly interacting with live fans with live broadcast, thus improving the conversion rate.

The goods are pported to various scenes effectively through the form of live broadcast, and in the interaction with fans, the consumers' preferences for goods can be known for the first time.

Compared with celebrity endorsements, this way of interacting directly with fans can attract more perceptual consumption.

Attachment: 618 fans love clothing brand ranking

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