What Are The Reasons For The Top Ranking Of Camel Sales?

CAMEL

Brand as

In the "double eleven" single day sales, 2011.

"Single day sales amounted to 50 million; in 2012 it was 215 million yuan; in 2013, it was 380 million yuan, and 2014 broke through 420 million yuan at one stroke. In 2015, the double 11 shopping Carnival took 412 million of the total score for the five consecutive years in the" double 11 "shoes and clothing brand ranking.

Camel brand has made such a remarkable achievement in the "double eleven", which has brought more attention to camel brand.

"Camels in the desert are persistent and firm, and walking forward is the only purpose for them to walk. For us, camel spirit is the totem pillar of the brand."

The founder of Guangdong camel Fashion Co., Ltd., is the founder of sina camel, who explains her brand in her micro-blog micro-blog.

CAMAL camel and Guangdong camel dress Co., Ltd., founded in 2005, is the founder of Wan Jingang.

Wan Jin Gang was admitted to Zhongshan University in 1980. After graduation he was assigned to a doctor in Hubei tumor hospital. He was admitted to Fujian Medical University in 1989 for further study.

Originally a doctor, Wan Jingang, in 1990, was influenced by the commercial wave of Fujian, one of the birthplaces of domestic shoes and clothing trade. He chose to abandon medicine and go into business, and set foot in the field of shoes and clothing.

Camel brand explores the way of electric business, and increases exposure to offline products.

Camels officially contacted the electricity supplier in 2009, from the initial 3 people to nearly 1000 people today, for five consecutive years in the "double eleven" single day sales in the forefront.

At the same time, as a traditional outdoor brand, camels have more than 4000 stores under the line, the men and women shoes are mainly department stores channel.

Wan Jin Gang has revealed that in the case of a relatively saturated market in second tier cities, camels occupy the three or four tier urban consumer groups through the provincial total generation.

"While expanding the channels, we feel that it is more important to catch fans and attract users through flexible forms", so that we can open up online and offline channels and build a fan community.

Most people believe that the economic slowdown, overcapacity, fierce competition in the industry, declining market traffic, bloody price war and rising rent of housing prices have affected the entities in varying degrees.

However, in a public interview, camel founder Wan Jingang said, "online exposure has increased brand awareness and influence, but has played a catalytic role in offline".

What are the reasons for the top ranking of camel sales?

The camel brand, which ranks first in double eleven single day sales for five consecutive years, has begun to pform its electricity supplier in the beginning.

For example, the lack of professionals in the field of electrical business, the company has a conservative staff do not recognize the electricity supplier, the beginning of the electricity supplier as a channel to clean up inventory, and so on, did not generate the actual sales volume in the initial stage of the electricity business, so the company has made adjustments.

1. Understand the aesthetic and consumption habits of online shoppers.

At first, camels sell products online under the Internet. The products are mature in style, which do not accord with the aesthetic orientation of young Internet users, and do not have aesthetic sense of fashion.

After realizing this problem, camels make adjustments on their products to produce special products for the network to meet the needs of online shopping consumers.

A brand's two styles, effectively avoiding the conflict between the online and offline price system, is a bold attempt of camel brand.

After the adjustment of strategic direction, in April 2010, camels officially entered Tmall's investment in increasing the Internet's special products, and after 1 years of exploration, they became the top brands of Tmall men's shoes.

2, pay attention to the preparation before the event.

During the double eleven activities every year, camels pay great attention to their brand promotion, increase their flow to the maximum extent, advertise a lot of money on portals and big business platforms, and closely follow the market trend, and make good use of new media.

"Opportunity is reserved for those who are prepared," which is very suitable for camels.

The founder, Wan Jingang, has set the target. In 2016, the "double eleven" sales volume is expected to grow by nearly 20%. At the same time, it is also said that this year, outdoor and men's shoes will remain the first category. Women's shoes and men's clothing also hope to have a good result.

In addition, during the "double eleven" period, camels will be promoted in the form of live broadcast. In addition to inviting spokesperson Tong Dawei to come forward, Wan Jingang himself will play the red envelope Welfare Promotion in person.

3, pay attention to public relations marketing after the event.

There are not many reports on camels, but the "double eleven" is the most concentrated and notable in time. The sales data of camels were first reported by the media.

The report of "double eleven" sales has grabbed the lead in time and public relations propaganda, and has become the focus of attention of the media, and has brought a lot of media exposure to camels.

It is reported that before the double eleven, camel public relations will maintain good communication with the electronic commerce media, so that the news of sale can be pmitted to the media quickly.

Camels continue to enrich their own electricity supplier experience, in response to the dual eleven huge passenger flow, with a number of college students to work together to form a thousand customer service team.

Double eleven day customer service to maintain 24 hours online.

In order to improve customer service experience, we will focus on training and improve the level of online services.

Wan Jin Gang said, "this year's" double eleven "we have arranged for nearly 3000 people to deal with the delivery, the estimated daily shipments will be as high as about 400000 orders, the entire" double eleven "orders are expected to be completed within 4 to 5 days.

In addition, it also revealed that camels have improved, optimized and upgraded the warehouse management system and delivery system this year, and introduced a fully automated packaging system, so as to increase the delivery efficiency while reducing manpower input.

The company of shoes and clothing products, on the basis of ensuring the quality of its products, how to meet the needs of the vast number of users and expand the channel sales is the key.

The experience and lessons learned from the development of electric camels in the past 6 years are far more than those. The sporting goods companies deserve to learn from camels.