Wenzhou Footwear: Online And Offline Interaction To Respond To Retail Future

Poster layout of a company's electricity supplier department in our city

Recently,

The group held the theme of the 2016 Kangnai double eleven launching ceremony entitled "heroes, billions of wars".

"100 million wars" homophonic "fight together" implies that the entire electricity supplier team is united and United, and successfully completed the sales task on the day of double eleven, breaking new heights and breaking through billion yuan mark.

This time, AOKANG is playing the star webcast, launching the East China logistics center, strengthening the product supply chain, and providing consumers with the best shopping experience.

At the same time, set the target: sales exceed last year, strive for two digit growth.

In addition, it includes

Clothing,

Such as the brand, start the online marketing interaction, so that the brand's heat in this carnival season from the online hot to the line.

New product development to enhance logistics experience

The electricity supplier is only a channel, and the final competition will be the product, as well as logistics, customer service and other shopping experience.

This "double eleven" enterprise aims at these key points and shows their strengths.

In order to prepare for this year's "double eleven", AOKANG R & D center took the lead. In March this year, it began to design shoes for "double eleven". The final payment amount to 400 yuan, and the total amount of stocking was up to 300 million.

At the same time, AOKANG also set up a professional quality inspection team to ensure the quality of each product from multiple links.

In terms of logistics speed, AOKANG strives to complete all deliveries on the "double eleven" day in 36 hours, 25% higher than last 48 hours.

This year, AOKANG is located in the East China logistics center in Shanghai and is put into use. It will take up half the tasks of AOKANG's shipment. There will be more than 40 packages from the warehouse through the aircraft, high-speed rail and expressways to all parts of the country.

While opening up the new logistics base, AOKANG also continued to set up an air delivery warehouse near the Longwan airport in Wenzhou, according to last year's delivery mode, and some of the explosive orders were sent directly by special aircraft.

In the electricity supplier's general warehouse, the logistics company's sorting center was directly arranged, and the first single pickup truck loading invoice was received from 11 0:00 to strive for a rush to deliver before a large number of logistics congestion.

Kangnai group has been stocking since September of this year. Up to now, 160 million of the value of the goods has been put into storage, and it will be shipped to all parts of the country on that day.

This year, Kangnai has further closer cooperation with SF, and has implemented a comprehensive hosting cooperation. Through the WMS system, it has achieved the "one to one, point to point" service, achieved seamless docking from the order to the express logistics system, improved the efficiency of picking, and successfully ordered the customers to order, and then inquired into the logistics process.

In addition, the delivery deadline has been extended from 18 to 21 points per day. The delivery speed of WMS system will be improved.

"We have prepared 2 million pairs of products this year, and the target sales are expected to exceed 1 million pairs."

According to Wang Jianbin, director and vice president of red dragonfly, the Red Dragonfly electricity supplier is fully prepared from many angles, such as products, shops, sales and distribution, so as to provide consumers with better shopping experience.

This year, 11 new technology products have been added, including skid resistance, torsion resistance, negative oxygen ion permeation, no glue production, color changing technology and other functional shoes, so that red dragonfly products have both comfort and scientific and technological functions.

Star broadcast live entertainment entertainment marketing

In the era of e-commerce, customers are traceable, traceable and communicable.

With the help of new media and the most fashionable means of marketing and communication, the famous brand of shoes and clothing attracts fans and converges popularity.

In this era of universal entertainment, brand stars interact with consumers and interact with consumers at the same time.

Kangnai team launches "go to your world! Kangnai double eleven invite you" fun "live activities, pay attention to Kangnai official WeChat, reply" 1111 ", click and fill in the application information, have the opportunity to follow Kang.

Nai went to Milan, Tokyo, Seoul and Shanghai to have fun and play the role of Kangnai.

On the day of double 11, the 4 lucky winners will start a live broadcast on Tmall and Jingdong platforms, and broadcast the coolest knowledge to the fans.

AOKANG is also joining hands with Hu Bing, Yi Yi, Zhang Yujian and other 11 stars to enter AOKANG Tmall live room, playing live stars on Tmall and live broadcast platforms, interacting with fans, and entertainment marketing as "double eleven" ahead of schedule.

Before, at 8 o'clock in the evening of November 1st, AOKANG invited Hu Bing to appear on the live broadcast platform such as Tmall and live broadcast, and share the story of his shoes with millions of fans.

On the first day of the live broadcast, the number of viewers broke 1 million and gained 580 thousand fans' praise.

Before the "double eleven", 10 stars such as Yi, Zhang Yujian, Rong Yang, Kevin Tsai and licensing will come out one by one to share their unknown stories with fans.

In the aspect of activity marketing, Kangnai also launched the H5 interactive game of "double eleven stomping without chopping hands", and the glory of the king's glory game.

Of course, in order to attract customers, it is also necessary to prepare gifts for sale.

Semir costumes give the following preferential treatment: GLM is not born with clothes, 0 points are crazy to grab 400 to send 400, the whole day 1111 to 400 to send 200, the scarf belt good gift unlimited delivery; balabbara natural gleaming, 0 points crazy to grab 200 IPAD, the first 10 thousand to buy 300 to send 300, the former bought the gift of custom gifts; Semir brand before the name, full of delivery.

Online and offline interaction to respond to retail future

"Double eleven" is the online shopping season, but will it stay on the Internet all the time? In order to improve user experience, in this year's "double 11", Alibaba will further advance on the integration of all channels - the number of outlets that will be opened online and offline will exceed 100, and nearly 100 thousand stores will be fully digitalized.

What is the worst of the electricity supplier to the store operator? The controversy over the rise of the electricity supplier seems to be getting clearer now: the electricity supplier is the electricity supplier, the shop operator is the shop operator, none of them can replace anyone, but it can integrate development.

Last year, the proportion of online retail sales accounted for 10.8% of the total retail sales of social consumer goods.

Visible line shopping is still the main force of consumption.

The industry believes that building cross border integration of all channels of new formats is the future development direction of the retail industry.

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This "double eleven", Kangnai's offline store promotion is also down, and Kang's brand of KINGSTEP, a brand of wave shoes, has participated in the Wenzhou City orienteering.

Fu front street street image shop as one of the designated tasks of directional running, for the "double eleven" activities to fully publicize the momentum.

Red Dragonfly public number issued "double eleven" activities under the Red Dragonfly line store, the time is from November 9th to November 13th, the whole stadium 4.5 folded, consumption of 588 yuan to increase 50 yuan cash coupons.

In the form of collecting card vouchers, you can click on the 20 yuan coupons to specify stores.

This year, the Red Dragonfly electricity supplier first adopted the online and offline interactive form, combined with more than 200 entity stores and online joint sales in Shanghai, Hangzhou and other places, and opened up the double eleven products stocking of the entity store and the electricity supplier store, consumers can experience consumer online products in the physical store, and also can pick up goods online and offline.

AOKANG launched the "online ordering and offline delivery" service, which will pilot the 11 regional sales companies in Shanghai, Wenzhou, Yiwu, Ningbo, Hangzhou and other consumer groups. At that time, customers in the area of activity will be able to choose to wait for delivery at home or pick up goods at nearby AOKANG stores when they place the order online, while improving customer shopping experience, and accumulating experience for AOKANG in the future.