In The Past 618 Years, The Big Promotion Was Double 11.

In the past Tmall 618 fans Festival, the VEROMODA and JACKJONES were bestsellers respectively.

The sales champion.

From June 17th to 18, two days, there were about 300 thousand orders for single to store outlets, and 210 thousand of them were shipped.

The whole channel is not just to lay the sales channel, but to enable consumers to buy in any scenario.

Enjoy the service and experience of indifference.

Even if we had already achieved the best channel of all channel inventory in 2014, the vice president of the group, Zhang Yixing, said that in 2016, the bestseller will continue to expand the coverage of all channels, terminal process system and personnel incentive mechanism, so as to enhance efficiency and optimize information interconnection.

The picture shows Zhang Yixing, vice president of bestseller group.

Compared with the back end, a solid look has begun to focus on the expression of the front end, and more businesses are still struggling to get through the inventory stage, playing a game with high time cost.

After all, losing this round of match points may mean a total loss of competition.

Some of the less electronically competent businesses choose not to face up to the challenge. Instead, they use the tools such as the shopkeeper of the Ali store to enter the inventory through the terminal dealer and directly to the platform.

618, as a big breakthrough in the middle of the year.

The limitations of June sales in the off-season category, and for the merchants who test all channels of water, this year's big promotion also made a "stress test" for their double 11.

"Pioneer"

Keywords: consumer perception, reverse logistics, membership management

List card: VEROMODA official flagship store first women's wear sales

ONLY official flagship store first women's wear sales

JACKJONES official flagship store first men's wear sales

Tmall official data show that compared to last year's large-scale promotional activities, the proportion of orders delivered by stores in the 618 period doubled.

Bestseller is a wholly-owned subsidiary in China. It has five brands: ONLY, JACKJONES, VER0MODA, SELECTED and J.lindeberg.

As early as 2014, it realized the online and offline goods, and the central store could complete 3 hours of service.

Here, let's take a picture to review how the line of 8000 stores with direct shops can get through their offline and offline businesses.

Chart notes: by reading the history of the development of the whole channel, we can understand the general process of the whole channel, and every businessman has their own pain points and personalized development.

In the past, Bestsellers were once faced with the increasing volume of e-commerce, and the development of e-commerce gradually slowed down.

However, after the channel was opened, the width and depth of the goods were improved. Meanwhile, the group also used the shop staff to provide logistics services for online consumers, so that the turnover of e-commerce was increased.

Last year, double 11, bestseller sales of 527 million yuan, an increase of 42% over 2014.

Then, what are the pain points of maturity, such as bestsellers, and on the whole channel? 618, how are we going to make further breakthroughs?

Tmall's all channel related small two said that the most mature businesses such as bestsellers in the whole channel are: the pain points at the present stage include: first, consumers do not have a sense of goods, and which stores do not know, and do not even think that the goods on their hands are the same stores, so they need more expression at the front end, thus forming consumer perception of goods closed loop; two, reverse logistics and membership management, in which reverse logistics can reflect the more serious stores that lack color and break codes, and directly return consumers' return to stores.

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In response to these pain points, bestseller has further promoted this year's 618, expanding the coverage of all channels, terminal process system and personnel incentive mechanism.

Taking a comprehensive look at its performance during the 618 period, the more prominent results are: first, the whole channel has completely integrated the mind of consumers and improves the trust and conversion rate of consumers; secondly, it further enhances and optimizes the coverage of all channels, the interests of shopping malls, the SOP and personnel incentive mechanism of terminals, and promotes the doubling of the order volume of store deliveries. Finally, it also makes certain explorations in the mode of maximizing logistics age such as full channel reverse logistics and first-rate urban logistics.

"First battle" GAP restores stores

Key words: store socialization

List of cards: GAP official flagship store sales of men's clothing ninth

Although it is a time-consuming process to open up the system, there are still possibilities in all competitions related to the competition.

That is to say, this year, GAP realized all channels of goods to open up, optimized inventory sharing and terminal system. Through the establishment of socialized logistics and services, the incremental breakthroughs of inventory promoted sales, shortening the time of library sales ratio, and the order quantity of store delivery increased.

Like some fast fashion brands, GAP is a brand with a large quantity, a single store and a relatively shallow stock with relatively low price.

Faced with the rapid sale of big promotion activities, it is easy and frequent to lose color and break codes.

And through the whole channel, the store will be used as a social warehouse, so as to solve the logistics and customer service pressure brought by the big promotion, and artificially increase store inventory as the logistics terminal.

As a result, the single stock increased, solved the problem of fast selling out during the activity period, and through the daily sweep code purchase, it could solve the problem of frequent color missing codes under the line.

In this way, the ability of each store to turn ahead can become socialized and improve the turnover rate of goods.

With the rise of middle consumption and the development of consumers' online shopping habits, international fast fashion brands will enter Tmall as the first step to enter the Chinese market.

At present, Tmall is close to 50 thousand international brands. Among them, international brands such as clothing and other non-standard categories account for the largest proportion. UNIQLO, ZARA, GAP, C&A, Forever21 and other 90% of the world's fast fashion giant exclusive strategic cooperation, among them, fast fashion group H&M's girl fast fashion brand Monki has also been completed.

For this part of the international fast fashion brand, it is one of the most important business strategies to enter the Chinese market.

"Dark horse" clothes and love break the off-season

Key words: sub order, salesperson incentive

List card: TENNIEWEENIE official flagship store ninth women's wear sales

For the Chinese clothing and love group, a wholly owned subsidiary of the Korean apparel group, which only started to get through the whole channel in March, 618 was the first big event after its first full channel strategy, and the head of its e-commerce department, Chen Qiufeng, regarded it as a stress test before the double 11.

Under the national line, there are nearly 7000 stores in China, more than 5000 of which are involved in 618 of the supply, reaching the online and offline products, and calling the next 50% new products on line 50% through the O2O system.

As the core products of the brand are woolen sweaters, woolen coats, down garments and other autumn and winter products, June is a slack season for the group as a whole. "Autumn and winter sales in the whole year are much higher than in spring and summer." Chen Qiufeng said that the effect of this year's big promotion was beyond expectation. "Sales in June were higher than expected."

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Among the 35 sub brands of the group, 16 brands owned shops on Tmall, and their online sales totaled nearly 70 million yuan over the 618 period.

Chen Qiufeng said that according to the average data of 16 stores, 40% of the sales promotion in mid year was generated through O2O, which is only 20% at normal times.

The conversion rate also increased, compared to the purchase conversion rate of 3~4% during the last year's big promotion period. On the 618 day of this year, the conversion rate of all brands was over 10%.

During the promotion period, the sub APP of terminal is often a big challenge for businesses.

For Chinese clothing and love, more than 95% of the group is direct stores, and the group has strong control over the channel.

Once the wired order is issued, the salesperson in the country will take the initiative of the shop guide by the form of 3%~5%.

In the specific implementation process, in order not to affect the work of shop guide, general push orders in the morning, "general 10 point department stores just opened, they are doing shop finishing work."

Orders will be stopped at 3~4 p.m., as the department stores will peak.

Chen Qiufeng disclosed that in order to mobilize the enthusiasm of the salesperson, he will set up his own official mall, and put the salesmen of the more than 30 thousand terminals under the line into the online sales system. The salesperson can also sell the 35 brands of the group through the official mall when he breaks, and increase his performance through tracing the terminal code.

"1 edition" GXG opens dealers

Keywords: distribution

List card: GXG official flagship store fifth men's wear sales

"The past time has cleared up the code, but this problem can now be basically solved," Wu Lei, vice president of GXG, the men's clothing brand, said.

Unlike the past big promotion, this year's discount is not the highlight of GXG. Instead, it is "all around the backstage", including the early opening of the whole channel in early June.

Since March, the overall sales growth of GXG has accelerated. Wu Lei revealed that from May to now, the whole online sales grew by nearly 100% over the same period last year.

Over the past year and a half, GXG is doing the integration and improvement of the back end. Based on the demand of consumers, the design end and the supply chain end are coordinated, and the whole channel is integrated under the line and line.

Today, the GXG's full channel system has been able to get through online and offline products. The online platform can clearly identify the offline stores, quantities and addresses that are synchronized with the sale of goods, while the 2 upgraded version of the system will be completed in late August, when online sales orders can be sent to stores and shipped directly, and at the same time, the order online delivery of all kinds of scenes will be completed.

There are a number of agents in the sales system of GXG. It is understood that this is the second time that GXG has joined agents to participate in big promotion.

"In the past, the full channel single line under the line delivery, referring to direct stores."

The GXG in 618 with the inventory of agents to open up the stock system is more perfect.

However, compared with many direct brands in activity discount, GXG needs a step-by-step process to integrate agents into the whole channel.

However, despite the main efforts to get through online and offline quickly, Wu Lei said that the future needs to be spent on the service and the front and rear ends.

He also said that the future may be shipped directly from the factory, skipping the warehouse link, "maybe it's a cloud storage."

"Subtraction" MO&Co. precision marketing

Key words: cancel online special contributions, store location, meticulous marketing

List card: MO&CO. official flagship store sixth women's wear sales

The 618 big promotion, MO&Co. tried the whole channel meticulous marketing.

Since March 2015, MO&Co. has achieved online and offline products, and its online special offerings have disappeared this year.

At present, there are about 600 entities in the whole country, most of which are located in a second tier city.

The online flagship store launched a number of specific details on the page, for a specific type of offline sales location location location.

It is understood that MO&Co offline stores in the entire sales system compared to over 50%, this year 618 big promotion, MO&Co. try online, online and offline linkage, its main form of interaction is online order, offline shop near the delivery.

But in this 618 of the stock, single MO&Co. electricity supplier has prepared 200 million yuan of goods, if the consumer online under the single, online flagship store and stock, will be shipped online; if the flagship store sold out, it will be shipped near the physical store.