Double Eleven Preheating Many Men'S Clothing Brand To Make A Big Move

In the past few years, after the double eleven activity of a cat, many brands will be enlarged in advance.

And in the two months from the double 11, GXG, Hai Lan's home and many other men's wear began to stir up.

Wu Lei, deputy general manager of GXG, said: "this year is

1, the annual double 11 are different. This year, we are actively preparing for it, whether it is stocking, traffic or marketing, logistics are fully prepared, last year we made nearly 250 million, this year's goal exceeded 300 million.

Many men's clothing brands also said that this year we hope to have more strength in brand marketing.

With less than 4 months to go from double 11, merchants have entered a positive preparatory stage. The activity on that day was Tmall's "training" launched for men's clothing on the eve of double 11, so that businessmen could feel the sense of nervousness in advance.

There is no doubt that men's clothing category is a big sight of double 11. Last year, the whole men's wear category has produced nearly 10 single store multi billion merchants, and from the data of men's clothing category in the first half of this year, the growth rate and target achievement rate of the entire dress are among the best. Therefore, this year's double 11 Tmall men's clothing also put forward higher requirements.

It is reported that this year will continue to support the core businesses of the head, and will also give certain benefits to the key businesses of the waist.

However, at this stage, businessmen are most concerned about how to play double 11 this year.

What preparations should be made?

This year's men's wear double 11 project leader Jun Wei said this year Tmall men's clothing will be around.

There are three key points for personalization and content. At the meeting, Xiao Liang also gave advance advice to businessmen, giving suggestions for stocking and pre-sale, so that businesses can prepare for battle.

What does men wear this year?

Although playing double 11 every year, as Ali continues to extend new business modules, this year's clothing or men's clothing category will also have some new ways of playing.

1, fashion

This year, the main trend of fashion is fashion. During the double 11 fashion this year, the costumes first shot out of the Tmall global tide event. This will be the Tmall double 11 landmark event and an external voice event. The platform will invest a lot of resources to promote, which is a good exposure channel for businessmen.

For men's clothing, this year is also the main fashion and quality, and also hopes to pass the culture of fashion and quality of men's clothing better through double 11.

2, personalization

The personalized venue is actually tried from last year, and this year is also the focus, but on the basis of this, more determined resources will match the personalization, and businesses can not worry about the scarcity of traffic.

3, content oriented

Content is the focus of Tmall's operation this year. This year, the most popular webcast is broadcast live. Tmall's hot spots, good products and inventory are all embodied in content. The platform also hopes to enhance the stickiness and retention time of consumers through these contents, and make the platform's readability and interaction stronger.

Men's clothing will also create more high-quality content in double 11 and penetrate into the platform.

How do you sell men's clothes?

In order to achieve the goal, Tmall men's clothing has also formulated a series of strategies and strategies. They mainly do two things in terms of their industry strategies, focusing on quality and fashion.

In terms of quality, they combine businesses with high-quality global suppliers of raw materials, open up high-quality raw material suppliers and industrial chains, and focus on pre sale activities.

In fashion, they will focus on the fashion festival and spread the fashion mentality of men's clothing through double 11.

Du Chun

In the overall strategy, men's clothing mainly gives the following suggestions:

1, the main TOP.

TOP accounts for a very high proportion in men's clothing market, indicating that men's clothing styles are more concentrated in the paction. Therefore, goods should not be too broad. This year, top must be done well.

2. Core category + potential category

Men's clothing, autumn and winter, the core category of the main feather and down coat, woolen coat, on this basis can continue to do incremental, but also see some problems, the price segment is relatively concentrated, suggest that businessmen can adjust the price distribution according to the goods, covering more price segment will be more reasonable.

Another potential category is that Wei Yi and jacket merchants can make some preparations and attempts here.

3, the same shopping mall

Through last year's data feedback, the data of the same store will be significantly higher than other styles. We hope that businesses can provide more quality line activities under the same paragraph, and fully open up all channels under the online and offline channels.

4. Preparation for stock preparation

To set goals, we should consider the annual turnover targets and historical double 11 paction targets. At the same time, double 11 needs more consideration of library sales ratio; the distribution of the main push involves the main categories of autumn and winter, and gets more traffic and turnover under broad terms; the autumn and winter categories are wider than other seasonal categories, and when selecting the main ones, they should be selected in every two level category.

At the same time, we should also do a good job of commodity stratification of crowd strategy.

5. Preheating

It is reported that this double 11 warm-up rhythm is the main point.

The first wave of activity at the end of August is still active. The second wave is at the end of September, the 9.9 promotion period of Juhuasuan, the third wave is at the end of September, and the new activity in winter.

In addition to matching the overall preheating rhythm of clothing, men's clothing category will be periodically exposed to TOP, key categories and key business circles according to the industry characteristics of men's clothing this year. It will help businesses to conduct data tests in advance to enhance the accuracy of the 11 eleven stockings.