A Brief Account Of 4 Information About Sports Business Consumption Behind Double 11

This year's double 11 has passed the 4 articles.

Consumption information.

First, the flow bonus has passed. Sports consumption has just started.

This year's business platform is actually only two.

Vs

。

The result of suning.com's pfer to Ali is that their flagship store has successfully occupied the first place in Tmall's sales list today, while Jingdong, which has eaten No. 1 shop, has begun to compete with Tmall and Taobao alone.

The closure of participants has also continued to clarify one thing. Since 2009, the "double 11" has officially become an online shopping holiday, the traffic growth momentum has been ending for 8 years, whether on the PC side or the mobile terminal.

Ali's strategy of double 11 this year has also revealed their current strategies: content, internationalization and fashion.

But this interpretation may even be a bit narrow. In October, Ma said, "the era of pure electricity has passed, and the next ten years will be the era of new retail".

Ma Yun also said that e-commerce is the most traditional business of Alibaba, and will not mention "e-commerce" from next year.

For Ali, it needs to start to innovate, because even if today's trading volume continues to record high, the capital market will not buy it - it also fell 2.43% in the US stock market as early as this morning.

But for Chinese sports players, this is a delicate time point.

In 2015, the proportion of sports consumption in China accounted for GDP for the first time after the continuous decline for many years, although the per capita sports consumption was only 1/10 of the global average.

The emergence of this turning point has inspired the sports providers.

Ali sports CEO Zhang Zhong has publicly stated that in 2015, the sports related consumption on Alibaba platform reached 120 billion.

Last year, double 11, Tmall's sporting goods turnover reached 4 billion 457 million yuan, an increase of 55% over 2014.

This accounted for 4.88% of the total turnover of double 11 last year. How much this year will be very important to the sports industry.

A newly growing consumer category has encountered a channel to prepare for active change, which is unknown. But one can be sure that the rules of the game in the past will not apply.

Two. Platforms are more inclined to big brands.

To eighth years of double 11, on the one hand, the audience has no sense of freshness; on the other hand, the habit of 8 years has made competition even more intense.

Especially among big brands, this year's discount is even greater.

Nike did not take part in the activity until fourth years of double 11. In 2012, Nike launched its first promotion in Tmall's official flagship store. But this year, some products discount has come to 50 percent off or lower, including the beginning of some high-end products.

Even Nike has launched a limited Air Jordan 13 "What Is Love" series for double 11, and official website Nike.com has joined the double 11 promotion.

To cope with the pressure of logistics, Nike has 6 distribution centers this year to support pportation in Shanghai and other regions and provide free delivery services to Nike+ members.

These methods are very similar to their promotional activities during the "black Friday" period in North America.

Compared with Nike's active double 11 strategy, Adidas and UA are relatively low-key, but in their respective Tmall flagship stores, they also offer products with a discount of half off or less.

Adidas has also launched a NMD limited time sale for sports shoes.

Canadian sports brand Lulu lemon (Lululemon) has not yet opened in China's physical stores, but they also want to create momentum in double 11.

Lululemon Asia Pacific brand and community director Amanda Casgar told lounge bear sports that discount sales is not the usual practice of Lululemon, but this year it is the first time that the brand has tried double 11. During this period, customers can buy products that are not available in the product exhibition hall under Tmall and enjoy the discount.

There is no doubt that sales growth of double 11 pairs of big brands is beyond doubt.

Last year, UA was the first business in China to earn more than $1 million by double 11.

Meanwhile, the second quarter sales revenue of Nike Greater China increased by 28% over the same period, of which DTC (Direct To Customers) grew by 51%. Nike's brand President Trevor Edwards said Nike's successful double 11 marketing was an important reason for promoting growth. To

Liu Huanjie, the founder of the sports outdoor mall, Liu Huanjie, told the lazy bear sports, this year, compared with the past few years, the pressure of brand manufacturers is larger than in the past few years. The Yonex company, which has been rarely discounted before, has started to have some special products, while the domestic companies like Lining and victory also launch a lot of special goods, so the price competition between brands is very fierce and the small brands are squeezed in a lot of space.

From the result, most of the traffic flows to these big brands. According to the statistics of the world's network operators, as of 5 p.m. in November 11th, the official sales of Tmall mall and Adidas's official flagship store were fifth and tenth respectively.

Three. Emerging brands are more cautious about double 11 discount.

Unlike many big companies that already have double 11 as regular activities, many of the newly launched sports brands are the first to treat double 11 so seriously.

Muscle Dog is the first time to participate in the discount of double 11. They have prepared for 3 months.

Lin Jianpeng, founder of Muscle Dog, told lazy bear sports that their sales in the first hour reached 1 million 500 thousand yuan, and that in the afternoon of 11, sales were about 10 times that of last year.

By contrast, they are more cautious about the discount.

The new sports brand Particle Fever founder of nine Jin on lazy bear sports said, in fact, our users do not pay too much attention to the problem of discount, PF has high user stickiness, has certain economic ability, users more recognized is product tonal.

Therefore, PF has not formulated a special strategy in double 11. She also said that there is not much discount on the old stock.

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Zhou Xiaobo, another partner of the women's brand balance, has more practical considerations. "What we are more entangled is whether we need to discount. Now the cost of electricity providers is very high, the tax is 17%, Tmall deducted 5%, 15% of the cost of the market, calculated half off, and how to get money for good products and services."

He said.

But in the end, he still labeled some of the products half off, "feeling that they have been kidnapped by all the discount brands, and it is not difficult to do so."

Some people fled from Alibaba or Jingdong. Health food brand vegetarian star joined many brands last year to promote sales. This year they enriched their products and moved all the pactions to the small shops.

Ali and Jingdong still hold the biggest say in the 11.

Gao Weie, the founder of the mountain outdoors, told lazy bear sports that Jingdong upgraded last year's 11 effective 4 to 1 free promotion measures to buy 3 free 1, to compensate hundreds of millions of yuan for sports businesses. "Tmall is more ruthless, directly requiring key businesses to choose two, and choose Tmall to enter the venue, so we must abandon Jingdong" at the same time, resulting in some big brands eventually having to quit Jingdong double 11 activities.

The outdoors of the mountains are due to the comprehensive category shops, which are not affected by Tmall policy. They still carry out double 11 on the two platforms in the past year, and this year, the platform of the mountain mall has grown rapidly, and finally the stock has been split into three parts.

Four. In addition to the price, we can spell a lot this year.

The price may be the first, but it is not as important as it used to be.

Because it is difficult to generate traffic at low prices alone.

Outside the electronic business platform, many original sports and community sports startup companies try to cash in, including knowing the emperor, Keep, plump, and even a lot of micro signals and sports video websites for the first time.

Li Ming, the founder of sports equipment community Get, told lazy bear sports that a significant change in double 11 this year is that more Taobao businesses are looking for outbound traffic. Even Taobao will take the initiative to organize the pairing activities between media and Taobao sellers. Get has received many such invitations.

In order to guide the flow, the content of the electronic commerce platform is also more important.

For example, in the Taobao carnival, the sports red people's stadium was added to the sports hall. As early as possible, the "smart sister" Wang Xiao brought his own traffic volume, and had a large number of fans on the "live broadcast", which helped greatly the brand SHAPEYOURLIFE.

As early as possible, this year's waistline race hatched SHAPE GIRL to join the promotion team to increase exposure probability.

Liu Xuan, another founder of the balanced group, is also living on Taobao.

However, compared with other consumer goods, there are not many red people in sports or sports.

At the Alibaba's double 11 party, two sports stars appeared: Beckham and Kobe, but the former endorsed a whiskey, while the latter was more like selling themselves after retirement.

Li Mingyu, EnjoyZ commercial director of the football equipment forum, believes that after the general ranking of the sports category, there is still a lack of good packaging.

He told lazy bear sports, "sports category is still missing KOL, compared with makeup and clothing, net red is too little."

Li Mingyu said that the external shopping guide relies on content and KOL. EnjoyZ has trained several influential KOL, but it has gradually failed to keep pace with young people.

Now we need to retrain potential talents, especially across the border, to become designer brands.

"No matter whether it's an agent or a small shopkeeper before, eventually you have to make your own brand. You must have a product of your own brand, even if it's just a shoelace."

Li Mingyu said.

Liu Huanjie said that after reading the list of 11 days, "the traditional brand takes an absolute advantage, which once again verifies the strong power of" brand "in this era.