What Are The Exclusive Secrets Of The Net Red Shop With A Number Of Double 11 Sales?

Zhang Dayi in

The new song released on the eve is like releasing a good news report ahead of time, revealing the bottom of the battle.

Double 11 opened less than 4 minutes, Zhang Dayi rushed to the whole platform (including Tmall and Taobao) category of women's clothing with the 4 million fans, first, although at the end of the season, because the product can not fully meet sales volume and fell ten, but still in Taobao.

Second categories, rushed into the billion club, and the major

Stand on the same stage.

According to Taobao clothing Xiao 2, this is the first time the net shop has achieved 100 million sales volume in the big promotion shop, and it has also been a good achievement in the past big promotion activities.

In addition to Zhang Da Yi, ANNA IT IS AMAZING (hereinafter referred to as ASM), Qian Fu home Sydney customized three net red shop sales per day exceeded 100 million yuan.

Alibaba group CEO Zhang Yong said in the speech of Tmall double 11 internal reopening conference: "when 11 o'clock, there was an unexpected surprise, which can not be called a surprise, but at that moment we marvelled that the force was very strong, that is the power of net red.

At zero hour, we experienced a period of rapid growth of Taobao. During this period, the Taobao's year-on-year growth showed a surprising growth. What is the power behind it?

In that moment, it broke out! In fact, it embodies the power of net red economy. Net red participation in double 11 is actually a beautiful landscape.

It is worth mentioning that ASM, which has always been low-key, continued its usual style on the day of double 11, but won the first sales of Taobao clothing with only half a day's new time.

The time of double 11 was calculated in seconds, but ASM didn't get new on time at 11 o'clock 0 o'clock. Instead, the new time was set at 10 a.m. and 2 p.m. according to its own rhythm.

No competition for the first wave of the most concentrated traffic appears calm and confident.

Since the outbreak of net red in 2015, the double 11 nets occupy 7 seats in Taobao clothing TOP10.

2016 double 11, net red shop more planned and large-scale participation.

The net red shop, which has always been good at promoting new sales volume, is still relying on the new 11 as the main force of leveraging sales volume.

With the new attraction to fans, platform activities and shop coupons are icing on the cake to help better pformation.

There is a view that the red shop with clothing as the main source is not a standard product, and it has no advantage in the face of big brand with double discount of ultra-low discount. 11

On the other side, as the sample and benchmark describe the TOP net red, sales, growth and fans of the shop are being talked about in the industry.

Net red is well known for its good at draining from the social side, and less in the cost structure of Taobao station.

However, according to Xiao 2, net red, which has never been promoted or promoted in the new Taobao platform, has become a "versatile" operator in this year.

For example, Zhang Dayi, Sydney, in addition to the station's external drainage which has always been good at, for the first time concentrating and vigorously using the promotion methods such as through train and drilling, and so on, in the original way of operation to increase the number, and do a lot of new promotion.

The ups and downs of sales depend on the comprehensive factors, but it seems that the situation of net red explosive force and the fact that it is not optimistic about the promotion is not happening in the TOP net.

On the contrary, double 11 Taobao apparel TOP10 net red occupies 8 seats, and the business operation mode is becoming more mature.

But the net red shop's double 11 discount intensity is obviously lower than the brand shop. Is the profit space more threatening in the contest of sales volume?

So, what are the exclusive secrets of the three double 11 sales outlets?

ANNA IT IS AMAZING competed for the first time in only half a day.

For Taobao and net red shop, ASM has been a special presence.

Net red economy is rampant, net red people try to increase visibility through more exposure, but ANNA has never exposed in any media, but also missed all kinds of promotional activities and net red activities on the platform.

In the net of red rivers and lakes, she is like a "mask man" hiding the real body.

Shopkeeper ANNA owns a Taobao shop with 2 million fans, and micro-blog has more than 1 million fans.

If the number of fans and exposure level of light, she is far less than the real sense of net red.

But the net red people say, this is their most admirable person.

And this double 11 has once again proved the status of ANNA.

Analysis of new achievements from double 11.

There are altogether 30 new products on the day of double 11. In order to reduce the flow pressure, it is divided into two periods.

As of November 14th, the single sales volume was over 15000, and the sales volume of over 10000 items was 5.

ASM's product selection style is biased toward a mature fashion career. The price per passenger is up to 1000 yuan, and the TOP10 price of Taobao women's clothing is ranked third.

This is the most net red desire to reach a single interval, this double 11 nets red TOP10 only LIN EDITION LIMIT customer price is higher than ASM.

As early as the rise of micro-blog, ANNA began to accumulate micro-blog experience and fans foundation, and gradually gathered popularity with high-quality pictures and costumes.

But with the development of the store and the attempt to free the brand from its personal image, it has continuously forwarded the buyer's show or display clothing before and after the new product.

In store operation, ASM has two characteristics.

First, micro-blog drained and increased the accuracy of the selection through interaction with fans.

Secondly, unlike the Internet brand with different new frequencies, many styles, and a large number of ways to store and sell goods at a time, ASM uses low frequency and less styles of new ways, small single spot goods, plus pre sale to make up the bill, mainly to make their own production.

There is a view that ASM is not a net red shop, because shopkeeper ANNA did not paste the personal Internet red label to enlarge the property of net red.

But from the way of store operation, ASM belonged to the earlier store with the help of Taobao's external drainage, but the shop traffic was still dominated by Taobao.

Although ANNA keeps a low profile, she has been trusted by micro-blog fans for many years.

Up to now, ASM has not cooperated with capital and incubator.

{page_break}

Zhang Dayi surpasses himself.

In 2015, double 11, Zhang Dayi's shop became the only C shop in the net red shop that crowded into the women's wear list of the whole platform.

In 2016, the new half hour crowded into the whole platform women's clothing category fourth, Zhang Dayi's explosive force did not decline that year.

Compared to ANNA, Zhang Dayi's explosive power is better than that.

Zhang Dayi's entry into Taobao helped his predecessor's Taobao shop "Li Bei Lin" to shop products for 2 years, from shop opening to the first net red. The number of fans has accumulated more than 4 million and micro-blog fans have exceeded 4 million.

And ANNA opened shop in 2009, Zhang Dayi added powder in a short time, the growth rate of shops is more than ANNA.

At the same time, Zhang Dayi is also the first Taobao shop for women's wear on the day of double 11 this year.

From the product point of view, Zhang Dayi's product selection is younger.

On the new day, 35 products on the shelves, as of November 15th, the maximum sales volume of a single unit is close to 30 thousand.

As the net red benchmarking, Zhang Da Yi undoubtedly eats the first red cake of net red.

But when net red and incubators sprang up, Zhang Dayi still had the edge:

First of all, when Zhang Dayi opened a shop, he set up a separate subsidiary with him.

As the pioneer of net red incubation industry, such as Han is the backing behind its continuous supply of blood, and has a solid capital chain and supply chain foundation.

Different from the net red hatchery or the net red, the mode is more closed, which is good at building up the whole link of the supply chain, and paying more attention to the production mode of the fabric.

Prior to Zhang Dayi's live broadcast, the company paid a lot of cash to make up the required customized fabrics.

Ensuring the return speed is one of the reasons for ensuring product quality at the same time.

Under the control of such fabric, Zhang Dayi's shop can prepare winter style from January, which is rarely seen in the net shop that promotes the seasonal season.

Secondly, team operation can quickly catch popular drainage channels and ways.

Zhang Dayi is one of the first Internet videos to introduce new products.

Before the birth of the short video software such as the second shot and the shadow, in November 2014, Zhang Dayi filmed her first 5 minute video.

In June 20, 2016, after Zhang Dayi's first Taobao live broadcast, the number of viewers reached 421 thousand.

In the absence of promotional discounts, the volume of new shops is about 20 million, and the price per passenger is approaching 400 yuan, refreshing the sales record of Taobao live.

Zhang Da Yi, who occupies all the advantages, has the greatest difficulty to surpass himself.

Qian Fu's home made snow pear custom hatching and self catering two.

At the end of 2011, Zhu Chenhui and her classmate Qian Yufan, who were still junior high school students, began their own business. They ran Taobao women's clothing store, named "Mrs. Qian", and Zhu Chenhui served as our model.

Because of its excellent appearance, Taobao stores soon accumulated a group of fans.

Half a year later, the store is ahead of expectations and is ahead of the week.

Today, shop fans 5 million 600 thousand and Sydney have more than 2 million 800 thousand personal fans.

Sydney, founder, was once widely talked about as Wang Sicong's girlfriend.

In the double 11 performance, the money husband family's Sydney custom-made in the TOP10 ranks third, on the new 30 new products, the single sales volume has sold 20 thousand pieces, the product style is similar to Zhang Da Yi.

In 2015, Qian Fu's family began to get involved in net red hatching business.

The head of the incubator in Hangzhou has revealed that from the growth momentum, the CHF family has the potential to have the latecomers in the net red hatching.

It has been reported that apart from their shops, the Qian Fu family has also signed several net red.

Qian Yufan is a native of Quzhou, Zhejiang. Business thinking stems partly from his father in business.

She did not hide the ambitions of herself and her partners.

"Both Sydney and I are doing this as a career.

Our ambition is bigger, and we really need to pay a lot. There is no weekend at all.

The Sydney family store has been successful. Why should it be pformed into a net red incubator? Qian Yu Fan believes that with the increasing popularity of social networks, the interflow of fans between fans is inevitable.

But net red has a certain life cycle. Many fans who only like Sydney originally will pay attention to many other net red in the future.