The Cotton Era Changed The World With Precision And Multidimensional Attitude.

According to the world clothing shoes and hats net, at 16:16 on August 10th, the Tmall era was launched in the cotton era. brand Sixteenth hours a day, breaking through 100 million yuan sales, as of 24, the total sales volume of the cotton era exceeded 125 million yuan, and once again laid the TOP position of maternal and infant industry sales.

PurCotton cotton era, from the word combination of Pure+Cotton, since its establishment in December 2009, the cotton era has opened 112 offline stores nationwide. Over the past few years, the cotton era has expanded the Internet. Purcotton Tmall official flagship store Online retailers Business, and use Tmall platform to give big data back to the next store.

In 2017, sales of Tmall in the cotton era were expected to be 2 billion yuan.

　　 24 hours behind, one year's new retail exploration

16 hours, sales exceeded 100 million yuan; 24 hours, sales totaled a total of 125 million yuan at the end of the year. Cotton napkins sold on cotton day in Tmall super brand day reached 80 thousand kilometers in length, almost able to circle two circles along the equator.

Behind these astonishing figures is the day and night preparations for businesses and Tmall's young people since the beginning of the year.

From the beginning of planning to the completion of the project, the Tmall super brand in the cotton era began in the beginning of this year, though the final traffic burst was only 24 hours. Ms. Ding Liming, director of the business department of the cotton era, revealed that the super brand day is a huge test of brand SKU, logistics customer service capabilities, supply chain and many other dimensions. From the day of preparation, the whole company is almost allin of its own "double eleven".

Considering that it has been operating on Tmall platform for more than 7 years, the cotton age is already familiar with the use of core commodity evaluation and store backstage data, constantly upgrading its products, and successfully developing product lines including baby bath towels, sleeping bags, quilt covers, etc., making the brand grow fast in a short time.

In addition, the explosive growth of sales data is also inextricably linked to the new attempts and new ways of playing in the cotton era. In 2015, the cotton age began to use the relevant precision analysis tools provided by Ali mother, such as Damour disk data management platform, for user analysis. In view of consumer behavior, interest preferences, geographical location and many other data labels, the cotton era can quickly set target groups to establish personalized user segmentation and precision marketing. Ding Liming said, "after the fine operation in 2015, the overall click through rate increased to 4.93%, the click through rate increased by 2.7 times, and the overall ROI increased by 3.2 times compared with the same period last year".

In 2017, with the continuous warming of the IP boom, the cotton era combined its Tmall super brand day with the movie "Sansheng three li ten peach blossoms", and invested 30 million yuan in the market cost. With the help of the subway and the recent pre film advertising in Shanghai and Hangzhou (combined with ALI pictures), the movie IP baby cotton soft towel and handkerchief cotton soft towel were made popular among fans.

From the beginning of the year to August 10th, the sales volume broke out. Ding Liming said: the goods and staffs have been ready in the morning. On the Tmall super brand day, we stocked the price of the tag to 800 million yuan, and the customer service staff also prepared 181 people. At the end, it was like a big battle.

　　 New product, marketing, data and multi-dimensional empowerment

At present, there are altogether 112 offline stores in the whole cotton era and continue to accelerate the layout under the line. With the deepening of the collection and utilization of online data, in addition to the factors such as GDP, total social consumption, housing prices, urban rail spanit and other factors, the online sales data and online membership data dimensions have been increased.

Take Hangzhou as an example, as the core area of the Internet economy, even in the world, the cotton era is accelerating the layout of offline stores according to the sales and membership data of Tmall flagship store. The higher the data, the more consumers there are and the richer potential customers.

In addition, through the online data affecting the layout of the city, including Shanghai, Nanjing, Beijing, etc., compared with the traditional decision of relying on the data of urban consumption level, the introduction of big data can make the location of the layout more accurately.

The addition of offline stores has not put pressure on online consumption in the local urban cities. In the cotton era, the use of big data layout line stores and through offline stores to feed online experience has always been a more powerful practical empowerment, and is also understood in the cotton era as "new retail".

In the cotton era, Tmall super brand days later said, "in the future, we will continue to connect with Tmall online and offline data and membership system, and Tmall's cooperation will be more closely related, including new products, marketing innovation, data value promotion and many other areas". On the day of super product day, the cotton era also covered the overseas Chinese market with the help of Tmall.

At present, with the help of Tmall platform big data, the cotton era has completed the portrait of its brand online consumers. "Cotton changing the world" is being put into action in a more precise and multi-dimensional manner in the Internet age.

More interesting reports, please pay attention to the world clothing shoes and hats net.