After Double Eleven: The Whole Channel Is Retailing Into Normal Logistics And The Core Business Of Retail Enterprises.

Double eleven has passed, but its data has become the focus of attention.

Tmall clothing opened 1 hours, breaking 100 million yuan merchants have 10.

UNIQLO spent 2 minutes and 53 seconds to break through billion yuan, and once again created a record. It not only became the fastest breaking brand of clothing, but also the fastest breaking brand of Tmall double eleven.

Adidas only used 16 minutes to reach the turnover of double 11 last year, and Nike took 10 minutes to surpass last year's double 11 all day turnover.

According to Alibaba data, the total turnover of Tmall double 11 is just over 100 million yuan after 20 seconds before zero.

6 minutes and 58 seconds, the total turnover exceeded 10 billion yuan.

14 minutes and 16 seconds, the total turnover exceeded 19 billion 100 million yuan, exceeding the double 11 day turnover in 2012.

1 hours and 57 seconds, the paction volume exceeded 36 billion 200 million yuan, has exceeded the 2013 double 11 all day trading volume, of which wireless pactions accounted for 84.3%.

2 hours, 30 minutes and 20 seconds, the total turnover reached 50 billion.

All day trading volume exceeded 100 billion yuan, reaching 120 billion 700 million yuan, of which wireless pactions accounted for 82%.

Clothing, cosmetics, appliances, mobile phones and so on have become the absolute superiority category of Tmall.

Tmall clothing opened 1 hours, breaking 100 million yuan business has 10.

UNIQLO spent 2 minutes and 53 seconds to break through billion yuan, and once again created a record. It not only became the fastest breaking brand of clothing, but also the fastest breaking brand of Tmall double eleven.

Adidas only used 16 minutes to reach the turnover of double 11 last year, and Nike took 10 minutes to surpass last year's double 11 all day turnover.

This time

Mobile consumption accounts for the largest volume and wireless pactions exceed 8.

On the other hand, the double eleven opening takes only 8 minutes and 3 seconds, and wireless pactions amount to more than 10 billion yuan, and wireless pactions account for a peak of 95%.

Clothing brands also have some new ways to play this year.

such as

Tmall's official website has set up a store to pick up the selected commodity area, a total of 13 costumes, the same price online and offline.

UNIQLO said that consumers were allowed to purchase the store under the official website, supporting the store to withdraw their money.

In November 1st, Yin man sold 11.1 yuan in any commodity at 111 outlets nationwide.

The main purpose of such activities is to let more consumers know about the entity stores, and at the same time also wants to strengthen the concept of "double 11" online shoppers.

Taiping bird said that in addition to online, this year the proportion of shopping malls and the new line also increased at the same time. The FEVER series of Taiping bird men's clothing sold in autumn and winter also appeared in the eleven pairs of men's wear.

Data show that at 12:38 on the 11 th, Taiping bird men's clothing sales amounted to 194 million, a record of last year.

All day brand sales exceeded 614 million yuan, an increase of 61% over the same period, of which wireless end trading accounted for over 91%.

Eve Li group said that this year's double 11 is EIFINI Eve Li's first year's access to the whole channel, and the goods have been opened, the stock has been opened, and the store's delivery has been running 3 months ahead of schedule.

This year's double 11, Eve Li will part of the line under the counter to online sales.

At the same time, Eve Li group will have 509 stores to participate in the store delivery, the nearest store delivery can also speed up the logistics efficiency, on the day of the double 11 orders, the original cross provincial need to arrive every other day, the day will be able to receive the package.

Data show that as of 9:46 on November 11, 2016, Eve Li sales exceeded one hundred million, breaking last year's sales.

Camels outdoors said that the total volume of double 11 was 20% higher than that of last year. Unlike the past, this year's double 11 contributions are all new products for the season.

It is said that camel outdoors has adjusted the stock structure this year, and has increased the proportion of the new season and the autumn and winter season. The proportion of the main push stock is over 50%.

Data show that, at 10 a.m. on 11, sales of camel's whole network had been broken 300 million, which was 6 hours faster than last year, and the sales volume reached 502 million yuan throughout the day.

This year Tmall double eleven has been playing live broadcast, and many clothing brands are also involved.

There are reports that camel said that the camel brand spokesperson Tong Dawei will broadcast the first show on Tmall on the double 11, while on the double 11 day, Wan Jingang himself will also do the live broadcast at the camel headquarters.

The two live broadcast will interact with camel fans on micro-blog.

Forwarding micro-blog to pick fans randomly, invite them to live together in the live room, and also distribute bonus packages.

During the double 11 warm-up stage, camels performed many live broadcasts.

It is said that camels spent a lot of effort on the live broadcast this year, and set up a net red hatching department at the beginning of the year, and set up camel live rooms.

GXG takes the theme of "nightclub" as the theme. In November 1st, -11, 9, "GXG nightclubs will always give voice at 8 o'clock every night". The GXG nightclub live around the series of sense and design idea of the main commodities, and launch a topic live theme every night, such as "no drunk, no return", "video game special", "color eating", "big change coffee" and so on, to attract consumers' attention and interaction.

GXG also launched intelligent shopping guide. During the double eleven period and daily, there will be a touch electronic screen in some brand stores. Consumers can choose to buy their favorite clothes on the electronic screen and finally pay through Tmall.

CABBEEN said that as a new way of playing this year, live broadcast has joined the double eleven activities, through the interaction between anchor and consumers, enabling consumers to get more detailed information and perception of products and participate in interactive promotions.

In addition, as invited to participate in Tmall crazy boss live broadcast, CABBEEN fashion founder CABBEEN will debut on the day of double eleven.

Live broadcast will make online shopping more scenic, which is similar to the development of shopping mall under offline entities.

It has been reported that urban beauty shows that the proportion of community shops and shopping centers in urban beauty is increasing on the basis of studying consumer habits.

In the first half of this year, urban beauty closed 580 stores and opened 306 new stores.

The urban beauty says that this is adjusting the quality of the store. The location of the store will be better than before, and the area will improve and the image will be better.

Both online and offline trend towards shopping scenario, with the aim of enabling consumers to visit longer and experience better, which is consistent with the trend of the whole channel to cater for the needs of consumer consumption upgrading.

Generally speaking, the live broadcast is still a marketing way, but live, VR, virtual shopping guide and other "WYSIWYG" scenario shopping methods will become commonplace in the future retail mode.

I believe you are all washed up by the news of delivering double eleven high-speed rail this year.

Logistics has gradually become the core business of retail enterprises, as well as apparel retail brands.

According to reports, La Natsu Bell said that this year will focus more on improving delivery efficiency and customer experience.

Last year, because of the explosive growth of double 11 stores, once there was a low delivery efficiency and too much customer service pressure. This is where La Natsu Bell needs to focus on Preparation and improvement this year.

This year, La Natsu Bell has increased the depth of stocking on the one hand. On the other hand, more than 1000 personnel have been increased in warehousing, logistics and customer service.

The camel said that nearly 11 people arranged for nearly 3000 people to process shipments this year. The daily shipments are expected to reach about 400000 orders. The orders for the entire double 11 period are expected to be completed within 4~5 days.

The enterprise has improved, optimized and upgraded the warehouse management system and delivery system this year, and introduced the automatic packaging system, so as to increase the delivery efficiency while reducing manpower input.

At the time of double eleven revelry, CABBEEN issued a notice at noon on 11 noon. Its wholly owned subsidiary CABBEEN China has agreed to buy a company owned by Yang Ziming, a controlling shareholder, to purchase an industrial area of 40 thousand square meters in Fujian Province, and a construction project of a logistics park and related infrastructure and ancillary structures at the site. The total cost is 56 million 299 thousand yuan.

The acquisition of the company will enable the group to have the logistics park after the completion of the logistics park designed and constructed on the basis of the specific standards of the plot, and avoid the rental costs arising from the use of such facilities.

The above examples reflect that many clothing companies have stepped up efforts to build logistics facilities this year, and La Natsu Bell mentioned in the earnings report that warehousing and logistics centers should be further expanded in the first half of this year.

The company said that as of June 30, 2016, the two phase of warehousing and logistics center construction in Tianjin and Taicang is progressing smoothly, and is expected to be completed in the second half of 2016. Chengdu's warehousing and logistics center has entered the construction stage.

Semir clothing was mentioned at the beginning of this year that we should focus on cultivating logistics support capabilities and team compound capabilities this year, and create a "public innovation platform" and "supply chain platform".

The Internet economy of our country has stepped into the era of mobile Internet rapidly. In the future, it is the era of Internet of things and artificial intelligence. Under the tide of rapid technological evolution and consumption upgrading, China's retail market will also show new characteristics.

This year's double eleven Carnival Shopping Festival can be seen, online and offline integration of full channel retail, consumer experience scene and efficient supply chain as the core competitiveness of the new retail mode, is becoming a new mainstream.

As one of the basic needs of consumer demand, clothing brand retail industry also needs to cope with this trend.