Jiangnan Buyi And AMII Seized 618 And Pushed The Design To A Larger Market.

One is a traditional designer brand with many years of offline experience, a spanition line, and a minimalist style Internet brand with many years of online experience. Despite the wide variety of brand backgrounds that lead to a wide range of tactics, how do two equally designed brands seize the "Tmall 618 fans Carnival" so that they can get closer to the mass market?

The designer, brand Jiangnan Buyi, who owns 600 outlets, has already completed the first step of under line single line delivery, and the "Tmall 618 fans Carnival" (hereinafter referred to as "Tmall 618") is just the beginning. In August 2010, Jiangnan cloth dress formally entered the line. In the second half of last year, Tmall channel began to try to layout the full channel business, that is, the O2O mode of online ordering and offline store delivery.

In the south of the Yangtze River Online retailers Xie Peiwang, head of the division, seems to have different meanings in the middle of the year. "In trying some new contents, including store matching, system pressure measurement and operation mode upgrading, for the Jiangnan Buyi electricity supplier, this year's promotion is a very good training opportunity. We hope that we can accumulate more data and experience to prepare for double 11.

Compared with Jiangnan cloth, it was born in 2009, explaining the minimalist style. Internet brand AMII is very familiar with the large scale activities such as promotion and double 11 in the same year. It only prepared a month ahead of schedule, and used the core data system to make stock.

Despite the different brand background, the same way is that the two brands who also focus on design want to seize these traffic outbreaks and push the design to a larger consumer market.

A fierce full channel rehearsal.

As early as more than a year ago, Jiangnan cloth had already prepared for the delivery of goods and stores in all channels, and began to try to operate in Tmall channel in the autumn of 2015. In Xie Peiwang's view, this is not a simple process of releasing a new product in Tmall, but also involves the upgrading of the system, the formulation of rules, the change of service process and operation mode, and the spanformation of consciousness is most important. Therefore, it is hoped that through the promotion of such a large-scale activity in the middle of the year, we will do a test for the team and the system in the case of instantaneous traffic bursts.

For instance, Xie Peiwang introduced that from the middle of April, Jiangnan cloth clothing was mainly prepared from the following key points:

1., solve the problem of interests and distribution of goods.

2. recombing the standards of store delivery service, training and establishing supervision rules and unifying ideas.

3. in order to avoid the difference of consumer's consumption in different consumption scenarios, we also need to do well the price control rules with the direct and distribution departments under the group, so as to achieve the full channel price integration.

4., the back end needs more system upgrades to ensure the accuracy of each channel.

At present, there are more than 600 stores that have been shipped to the shipping market under the entire Jiangnan Buyi group, and the follow-up will increase further. The first phase of the infrastructure has also been completed. At present, there are more than 600 Jiangnan cloth shops in the delivery area, and the follow-up will increase further. The first phase of the infrastructure has also been completed.

As one of the important strategies of Jiangnan Buyi electricity supplier, in addition to the whole channel of goods, we will further try the whole channel of membership and service. Xie Peiwang said that for a typical designer brand, members are always the lifeblood of Jiangnan cloth. Therefore, Jiangnan Buyi group is striving to achieve a complete and high-quality consumption experience for consumers to consume the products of all brands in the south of the Yangtze River in any channel.

In addition, he summed up the three experience of trying all channels for more than six months:

First, service. The way to reach consumers will extend from warehousing and logistics, customer service pages to offline store terminals. In the past, they only carry the functions of retail entities. After the new concept of electricity providers, the awareness of these employees and the concept of timely distribution and packaging standards will need further improvement. Therefore, it is very important to unify our thoughts and formulate service standards.

Second, distributors in China Garment industry Having an important position, it is very important to establish business and interest rules ahead of time, such as price strategy, commodity strategy and so on, so as to avoid conflicts of interest.

Third, the system, the original traditional ERP system is facing upgrade and spanformation, and it is necessary for the enterprise to prepare and layout the infrastructure in advance.

Making design closer to the mass market

As the root of designer brand, Jiangnan cloth design concept will never change. But in the consumer's understanding of the brand, the way of directly trying on the line is relatively intuitive, while online consumption is relatively limited, with pictures and videos as the dominant, and visual sense determines whether consumers can accept it.

Therefore, in the next six months to a year, Jiangnan cloth will redo visual packaging to the business channel, to a certain extent, brand vision and consumer vision. When making baby packaging, change the direction of life and consumption.

As a multi brand group, Jiangnan cloth dress consists of men's wear, women's wear and children's wear. As a result, this year launched a new marketing topic, "home meaning", to render the strategic plan of the whole group, namely Jiangnan Buyi +, which aims to solve the problem of clothing for the whole family, and will give corresponding suggestions.

In the form of expression, this marketing also changed the consumption sense of distance brought by professional model shooting, and used the staff and family members to complete the packaging of this activity, so as to achieve the goal of being more life oriented and close to consumers.

By contrast, AMII's play is more traditional. Since June 12th, the warm-up campaign has been carried out. On the micro panning, the brand will issue coupons and prizes for the old customers ahead of time. In June 15th, the store will follow the official rhythm to make the whole stadium warm-up. At present, there are more than 5 activities launched by the store about "618" promotion, including Juhuasuan, flash buying for members, 6.18 yuan from 18, 18 yuan before two o'clock in the morning, 50 yuan voucher for micro tower. In addition to summer style, there are 100 new items for autumn sales.

Stocking routines based on big data

Yang Jiaxin, director of AMII brand operation, believes that "Tmall 618" is a special time point. "At this time, our summer products are ending and the autumn clothing is starting to work." Therefore, the significance of mid year sales promotion can help businesses clean up a large number of stocks, and on the other hand, it is also the time node for the next stage of new product launch.

AMII has many years of experience and data accumulation of electricity supplier. The Tmall 618 has done two things with big data: sweeping the summer products and testing the market performance of the first wave of new products. Big data information analysis ability is also considered by its chairman, Shi Song, as the core competitiveness of its brand.

The specific way is to build industry data and enterprise data through the system model. On the one hand, brands can keep abreast of the dynamic trend of garment industry according to big data. On the other hand, the internal process of enterprises can also improve operational efficiency by means of data. Based on this, AMII can have a systematic analysis and evaluation of product types and categories, and the life cycle of products can also be quickly judged.

Yang Jiaxin thinks the data gives Tmall 618 more controllable factors. "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."

AMII summer wear was basically completed in early June. 618, through the sales data of the first two months, we can choose the styles that customers prefer and purchase frequently. And the new style of autumn clothing is also used to fight for the next stage of new product launch. Through the "Tmall 618" purchase data, the brand can make some supplementary actions to the subsequent product series, and it also has certain reference value for the determination of the main push amount.

In terms of stocking, the AMII is stocked at the rate of 60% sold out. AMII, which sells around 600 thousand per day, conservatively estimates that Tmall will spend 15 million of its sales promotion in the 618 years of three days this year, with a sprint target of 20 million. Compared with last year's sales performance of 9 million, this year, it hopes to increase step by step.

Unlike the general Internet brand, Jiangnan cloth clothing supported by cable stores will not be stocked solely for an activity, so there will be no risk of backlog. At present, the product structure is mainly composed of existing stores under the new stores and some stock in previous years.

Xie Peiwang also revealed that in the middle of next year, he hoped to break through 10 million of the turnover. This is equivalent to 1 months of normal trading volume. In addition, when new products are online, the operation of systems, services and operations will be a good experience for double 11.