UNIQLO Double Eleven Why Put All The Baby Off The Shelf?

Ali 120 billion 700 million, behind this string of amazing data, have you seen any of the officials?

Come out and do things again!!!

Maintaining a consistently low-key UNIQLO's oath of strategic importance during the double 11 period --

Experience economy ".

In the eyes of many categories champion UNIQLO last year, the new retail experience economy has brought "upgraded shopping experience" to consumers through online and offline synchronized promotions, online ordering stores, and so on. At the same time, UNIQLO has launched some products "online order, 24 hours shop speed", such as consumers can enjoy multiple price concessions when they shop in stores.

UNIQLO announced that half of the eleven products were sold out.

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Even so, UNIQLO took advantage of a far superior position to occupy the double eleven Tmall sales champion of several categories, and entered the "double billion" club of eleven sales.

Is it true that all the baby is finished? Or is it short of stock? Is it over the stock? Or is the order quantity too large to handle? So do you want to go all the way? Or do you want to do things with Tmall?

First of all, UNIQLO is indeed sold.

The number of stocks is eleven pairs online.

Sell it and pull it.

What do you mean? There are so many stores under the national line that stores still have to eat.

Look at the pictures below. UNIQLO stores are overcrowded. In the final analysis, people's offline stores are the highlight of double eleven.

Second: event marketing.

Through this speculation, everyone is encouraged to go offline.

Let's go back and think about this.

Why are other brands struggling to compete in double eleven trading day? While UNIQLO converse thinking, double eleven when the inventory limit is on the antenna, simply backflow.

In addition to the hype as a marketing strategy, the most important thing is to leave room for the next line.

11 or so big activities are not allowed to take part in it.

There are so many stores in the UNIQLO line.

If the Internet can be sold vigorously, the price is so cheap, that 11 stores under a month will not open for at least a week.

So many stores have so many expenses that the sale of those billions of dollars has been eaten.

What does the offline store eat? Each store is independent of its finances.

It means that the company has made money and all the stores have lost money.

Is this a bit of a gain?

And in the long run.

It will change customer shopping habits, waiting for holiday discount, how to play under that line? What bullshit shopping scenes are not as fast as discount sales promotion? In the final analysis, this is the whole strategic level of the company. It shows that UNIQLO is still selling offline, and the electricity supplier is only auxiliary and attacking assists.

This also shows a company's change to the current electricity supplier and the whole company's sales direction.

Ma Yun put forward the concept of "new retail", but was shown by UNIQLO.

The pformation of traditional enterprises is only a starting point, and soon a large number of businesses will follow suit.

Why do you dare to say so? Because the bad business on the line is already well known.

Apart from the impact of the big environment, the rise of the electricity supplier is also a big factor.

Go directly to the flagship store and go out shopping and carry big bags and bags. Like North up drive, you block up. You feel crowded in the bus and subway. The 11 way is not exhausted. You see, the problem is that the business of stores is getting worse and worse. Many famous sports brands at home and abroad are offline stores.

For a variety of reasons, the rapid development of China's electricity providers can be said to nibble away many offline stores business, but in turn look after these years of development.

The marketing cost of online sales is not low, but the advantage of offline sales is highlighting.

For example, OPPO and millet contrast.

Now that millet has no support under the line, it has gone downhill.

Now we are trying to open the next store.

Instead, OPPO, vivo, HUAWEI and so on have been sticking to the channels under the line, but the living Yue Yue is moistening.

So now that the electricity supplier is up, it's not that offline stores can't survive.

So I think there are still many advantages for offline stores.

That's why I dare to predict that this method will be followed up more and more.

As long as there are chain stores, they will try to guide customers back to offline stores.

Instead of relying solely on the electricity supplier to do this company.

So far, so far, global enterprises.

No company has built a large business on the Internet.

In the end, online companies can only build oligopoly enterprises like Alibaba, Amazon and Jingdong.

In addition to Alibaba, Jingdong, Amazon and so on, they can make big businesses.

Don't tell me how many billions of XX double 11 sold, how many billions of dollars a year, and a large number of enterprises that are offline nationwide.

So I see the future: large enterprises go back to open shop to expand sales visibility and other auxiliary measures.

Sales still rely on stores to maintain, and at present, we are familiar with the "Tao brand" are actively expanding offline stores.

For example, Lin's wood industry, three squirrels and so on.

Therefore, if traditional enterprises only focus on online annual sales performance, it will easily lead to offline business.

This will lead to a vicious circle, no business under the line, no one wants to open a shop.

No store opening, brand awareness gradually declined.

The well-known customers who can not easily do it can be lost.

Finally, it is bound to be a dead end.

The rise of the electricity supplier can be regarded as a breakthrough in the upgrading of consumption. China's overcapacity is the root cause of the flow dependence of the e-commerce platform, which also gives the business enterprises enough discourse power.