This Year'S Double 11 Primary Language Will Expand The International Front Through Fast Selling.

Recalling its double 11 achievements over the years,

Ranking first in 2013

Category tenth,

The fifth place, in 2014, invited the spokesperson Shang Wenjie to demonstrate the product series of double 11 in person, and rushed to fifth place with about 70000000 sales.

But with the impact of offline and international women's wear brands, in 2015 double 11, at least on sales, the initial language is not far from the past, even the former champion, bought the initial language Yin man ranked only ninth.

Pang Qiang admitted that in previous years, he had great expectations for double 11, and regarded double 11 as the annual death line, but this year there will be no high expectations for sales targets. "Although double 11 sales are large, the cost of investment is also very large."

If you rush to the rankings, you will lower the gross profit, and the stock will also affect the user experience in the future.

Therefore, a relatively conservative target is set out in the first language, 70 million yuan, and the stock is 200 million yuan.

In terms of company atmosphere, stock preparation or sales estimate, the fourth initial entries in double 11 were slightly conservative, but at the same time, they had new focus.

In addition, the first language extends the dual 11 front to the international market, and sells it globally through fast selling.

In the initial language, the biggest difference between Tmall and speed sell on double 11 is the market.

When the domestic market has been in full swing, at 11 p.m. 3 p.m.

But there is one thing in common, for the double 11 Festival, both at home and abroad alike, is loved by consumers.

Focus from sales to people

Instead of sales, this year's top 11 assessment points are customer retention rates.

Pang Qiang found that after 2012, the proportion of old people in the initial language was getting higher and higher. "Nowadays, the proportion of old and new customers is 4:6, and the activity period is 5:5."

The relatively high rate of repeat purchase indicates that the initial language is effective in maintaining the old customers and ensuring product service, and also has a positive effect on sales performance.

In 2015, the proportion of the initial language in the parent company Hui Mei Group reached 33.7%.

However, on the other hand, nowadays, new customers are getting more difficult and gradually become scarce resources, which will restrict the further market expansion of brands.

During the double 11 period, the annual carnival can bring huge flow, but at the same time, many users impulse buying because of low price stimulation, and it is easy to lose. Therefore, it is particularly important to seize this part of the people when the cost of passenger continues to rise.

Pang Qiang said that the initial language will strengthen the follow-up CRM management on the basis of product and experience oriented.

Anticipate commodity structure ahead of time and increase the proportion of down garments.

In the winter category, a large portion of the sales of down coats has decided the performance of double 11.

"According to past experience, well done businesses pay more attention to the style of the down garments, the depth of goods and the proportion of the goods. From the pre-sale situation, we can probably tell the sale of double 11."

In Pang Qiang, it seems that last year's performance of double 11 primary language is not up to standard, and the sales weakness caused by the low proportion of down garments is one of the main reasons.

Therefore, at the end of double 11, the core team of the initial language immediately decided to start preparing for the next year's down products.

This is half a year ahead of schedule last year.

In order to enhance the possibility of generating money, the first language team went to Japan to find models in the summer, looking for the feeling from the style and visual angle.

But this does not mean that it will let go of its stockings. According to the introduction, a dozen tonnes of eiderdown were set at the beginning of the year.

At present, the proportion of down garments is 30%, up 15% from last year.

In addition, the style that has always been a strong feature of the initial language, such as clothes, trousers and so on, will continue to maintain its dominant position, so as to form a relatively stable, primary and secondary product structure.

Gradually improving logistics system

Wu Jun, deputy general manager of primary language, still remember clearly that in 2013, more than 100 people in the company shipped goods in the warehouse in 2013.

Despite all the staff training, in advance training, personally to do the internal management, but in the end of the logistics is still a mess.

In the proposal of Fang Jianhua, founder of Yin man, in 2014, double 11, initial language also learned the experience of Yin man, outsourcing logistics to the third party logistics company, and asked the other party to complete the shipment within four days after double 11.

After two years of trial, this cooperation mode has greatly improved the delivery efficiency. On the basis of last year, Wu Jinnian plans to advance the earliest delivery time to 10 days.

With the gradual maturity of domestic logistics, cross-border logistics has also developed rapidly. In July 2014, the initial landing platform was launched to fight the global market.

Although compared to Tmall platform, the sales performance of double 11 speed sales last year was not remarkable.

But compared with weekdays, we can still feel the promotion effect of double 11 pairs of consumption from the change.

Jia Zhipeng, head of the new project operation Department, did not disclose the specific target of double 11 this year. But it said that the sales volume of one day's sales is equivalent to that of a month's sales. The explosive products category is similar to that of Tmall, and the average receiving period is 25-30 days.

Try to sell sea by selling speed

In July 2014, yemann and initial language began to try the fast selling platform, but at present, only the initial language of the group is still in operation.

On the one hand, because the initial language brand style is more easily accepted by the foreign users, on the other hand, the initial platform users are mainly wholesale, the list is relatively low, and the sales growth is slow.

Tmall sellers want to go to sea, the biggest difficulty comes from lack of foreign trade experience, as well as language and logistics barriers.

First of all, at the level of store operation, there is a need for a person with strong executive power and practical experience in foreign trade B2C; secondly, English customer service, customer service is a bridge to communicate with customers, so people with foreign language ability are indispensable; once again for logistics and platform nature, freight free is the mainstream way, but in the absence of quantity, it is difficult to find suitable logistics providers from home to abroad, so logistics cost is relatively high.

In the initial language, fast selling as a platform for Ali, in terms of platform rules and practice, and Tmall is not much different.