How Will The Fashion Fashion Brand Gap Of The United States Fight For Double 11 This Year?

This year, the "war" started earlier, which was held in October 23rd.

The tide of the world will undoubtedly double 11 of the "festive atmosphere" ahead.

There will be more than 80 brands participating in the fashion festival, and the 8 11 pre-sale will be detonated with the mode of show buying.

Therefore, the United States

Clothing brand Gap also wants to play a beautiful battle to attract consumers and win goodwill.

As the founder of the Specialty retailer model, the once household Gap group is conducting a series of operational strategic adjustments around the world, including products.

Innovate and reassess and allocate the resources and business distribution of brands in the global market.

In its September earnings report, the same month store sales fell by 3% (less than expected), and its share price rose 15% at a time. It was seen as a sign of recovery.

Gap Group official said that if the fire was not caused by the group's fire control center in New York, resulting in large inventory losses, sales in September would be the same as that of the same month last year.

The media speculated that this could be a rebound of the Gap group.

Although some adjustments have been made around the world, especially in the case of some international brands, the Gap business model in China takes the form of equal emphasis on entities and electricity providers, which is related to the same importance of e-commerce and entities in the global strategy.

Gap CEO Art Peck has said that in the future, Gap will focus on developing a series of full channel sales capabilities such as e-commerce and mobile terminals, and enter the 3 retail mode.

It seems that mankind has been unable to stop Gap from developing the electricity supplier's footsteps.

In October, Gap, who has just announced its entry into the India fashion business, has long and deep cooperation with Tmall in the Chinese market. During the 618 promotion period this year, it has already opened up all channels, and has been fighting for the double 11, and has brought the American leisure lifestyle to the trend of double 11.

Last year, when the two 11 ended, we put in the preparations for this year.

"This year is Gap sixth years to participate in the double 11, experienced the past 5 years, is a relatively experienced international brand."

Gap e-commerce market and channel director Cherry Zhu told reporters that from the earliest focus on sales products, and now through Tmall as a brand promotion channel, the brand can communicate with more target consumers and convey the American leisure spirit and characteristics.

Last year, she said, "double 11" ended. Gap immediately put in the preparation for double 11 this year. For double 11 goods, it was ready 9 months ago. "Double 11 is a line, although it is only one day's sales, but all brands prepare for it longer and longer, and the more brands invest, the more consumers can be attracted and purchased."

The investment of electric business is related to enterprise gene.

"Gap is a very strong platform for the electricity supplier in the United States. The official website of the United States has the same status as the entity store."

Cherry said that unlike some brands that simply reduce the inventory pressure or growth point, Gap is the two channel under the online and offline support for common development.

The development of electric business also benefits from its development strategy.

As early as 1997, Gap set up an online shopping mall on the website of gap.com, which brought more convenient shopping methods to American customers.

In 2010, Gap entered China's flagship store and set up its official website. In March 2011, it landed on Tmall as the first batch of businesses.

Its sub brand Old Navy was introduced into Tmall in March 2014 when it entered the Chinese market. At present, its high-end brand Banana Republic has not yet entered China.

Although it is not easy to disclose specific figures, Cherry said Tmall grew very strong every year from 2011 to 2013 and was higher than industry growth.

The adjustment of personnel structure has also added a great deal of importance to its electricity supplier.

In October 2014, the current CEO Art Peck took over the responsibilities of CEO Glenn Murphy. At that time, Murphy had tried hard to pform.

Joining the company for 11 years, Peck came from Boston consulting company in the field of numbers and consulting. It was responsible for Gap group's value of $2 billion between 2012 and 2015, and e-commerce business in more than 80 countries.

It is understood that, in addition to its internal team, the Chinese electricity supplier Department has third party operation team, and the whole greater China company structure is divided into two parallel operation teams under the online and offline, plus personnel, finance and other basic support departments.

Stars, live broadcast, discount, full channel... Online and offline comprehensive efforts

In recent years, the cooperation between Gap and Tmall has become more and more diversified. Cherry said that this year's double 11 is a comprehensive effort under the online and offline.

For double 11 preheating, including stores and outdoor advertising, "as long as we can double 11 places, including the marketing content of the same time period, we will make links."

Gap related departments are fully committed to offline activities, such as tide pageant and double 11 online preparation.

As one of the main businesses of this year's trend, Gap will participate in the 7 minute walk show, the 8 winter collocation with Look and Khalil Fong to the live singing. The whole exhibition will also include the American autumn and winter fashion style brand show.

Cherry Zhu, director of Gap e-commerce market and channel director, revealed the way of playing in advance at the time of the interview.

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The tide pageant is not only a brand education for international brands, but also a new product released on the spot, which is the first time to get consumers' experience and feedback.

Cherry revealed that Gap will display 2016 winter series new products featuring multi color and comfort materials.

In the process of model show, consumers can broadcast live on the spot by mobile phones and computers, and advance to the Gap 2016 winter series new products in advance with a double 11 discount price.

Apart from performing, star Khalil Fong will also interact with consumers in the exhibition area.

In addition, Gap is also actively trying to live broadcast.

From July, as the first batch of participating businessmen to participate in the daydream of men's clothing group day, to September, GQ men's clothing Limited products first launched online offline store with Tmall live broadcast, invited Taiwan stylist Chen Sunhua to introduce the latest men's wear collocation.

And the exhibition hall will also play live interaction with consumers.

On the other hand, in addition to extending the annual 50 percent off activity interest points and giving the consumers precise expectations, the double 11 Gap also has some additional incentives for the pre-sale goods, with the gift to consumers.

The 0 spike will give consumers additional incentives to boost sales.

After the front-end is fully prepared, the full channel system is fully improved at the back end.

In the past 618 years, the company has opened up all channels, so this will be the first double 11 for all channels.

It has realized the opening of goods through all channels, and optimized the stock sharing and terminal system. Through the establishment of socialized logistics and services, the incremental breakthroughs in inventories have promoted sales, shortening the time of library sales ratio, and the order quantity of store delivery accounts for an increase over the whole store single volume figure.

Like some fashion clothing retail brands, Gap is a brand that has a large quantity, a single store, a shallow stock and a cost-effective brand.

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.

In June this year, Tmall launched the store delivery service during the "summer rush" period, while Gap will continue to shop and sweep the yards during the double 11 period.

Cherry explained that in the more than 100 stores, more than half of the 11 stores will be involved in the shipment this year.

She said that for the choice of stores, on the one hand, a large quantity of deliveries for double 11 would require additional capacity, and it would choose its own store delivery capacity and inventory even more, and the working space would be larger.

The online part of the line is that as long as the merchandise store has inventory, it will show how many stores have also sold this product, through mobile phone Taobao LBS positioning, can first appear near the store.

Through this service, consumers can also search the nearby stores on the web site and try and buy them in person to complete the drainage.

"The whole channel can help us make greater use of store inventory, thus helping to improve the online color interruption rate. It also helps stores to clear some inventory and reduce inventory pressure."

Another advantage of Cherry is that it allows more consumers to know that the official flagship store sells the same products and offline stores, and even the whole world, so as to maximize consumer awareness that Tmall's official flagship store sells genuine products of 100% official channels.

Can children's clothing become the last trump card?

"In 70s, Gap was a must go shop," said BFG CEO Kevin Meany, a consultancy.

For millennials, this is the place to buy things for their children and family. "

In this year's Tmall mall "summer promotion" activity ranking, Gap sales ranked the top ten, children's clothing ranked first.

Last year, children's clothing ranked second in the 11 pre-sale rankings.

Despite the strong market competition, customer spending habits have been changing. Gap believes that winning consumers' goodwill is the key to winning.

In fact, the key is product and brand positioning. Gap is trying.

What is worth noting is its children's clothing part and its sub brand Old Navy.

In the background of the demographic dividend growth brought by the second child policy, Gap's children's clothing includes babyGap and Gap Kids, and the proportion of sales is increasing.

Obviously, the group has noticed this too.

It is understood that this year, the headquarters designers specially developed a children's clothing product for China, the upcoming American dream factory animated movie "trolls" peripheral clothing.

Cherry introduced that this is the second IP project that has been captured by Ali fish after Van Gogh's cooperation in July.

Choosing this IP, on the one hand, because cartoon image trolls is a popular cartoon in the United States, it can cause concern; on the other hand, it coincides with its release time just 11 times before it can match the publicity of the cinema, "she said." the growth momentum of Gap on boys and girls' wear is very strong. This product cooperation is also the confidence displayed on children's clothing products.

It is understood that consumers are accustomed to buying children's clothing as a gift, the double 11 will provide online gift box packaging already provided by stores.

"Headquarters's overall planning for goods is very strict. This is a special project specially designed for China, so we can see the importance of China and Tmall."

According to Cherry, all products of Gap are globally unified, and Tmall is the same as the world. Therefore, it is rare to develop products in China alone.

In addition to children's wear, another growth point of Gap brand is age positioning and Old Navy, a younger brand. In women's clothing, for example, the age of Gap is between 25 and 35, while Old Navy covers younger people between 20 and 35 years old.

Although the group is very optimistic about Old Navy, at present, the two brands of Gap and Old Navy on Tmall still belong to the state of "big brother and younger brother".

On the scale, the number of stores under the offline Old Navy is currently 16, which is far worse than the hundreds of stores in Gap.

Big data show that the current young mother is the main customer group of Old Navy, and the proportion of children's clothing purchased by them is close to that.

Cherry analyzed the reasons: "young customers are willing to try, and mothers need to help one family, and Old Navy has low cost."

In the opening up of the whole channel, Old Navy has not yet been opened yet, but the possibility of entering next year will not be ruled out.

"The pricing of Gap is high in the middle range. It is hoped that everyone can display their individuality through the exquisite American leisure style products through their Style.

And Old Navy is to let consumers make the whole family buy fashionable single products at a fair price, "Cherry said." Old Navy is the biggest brand in Gap group.