Eve Li Sun Gong: How To Make Profits In Eve's New Women's Retail Business

For the Chinese mainland

Brand, especially for girls' wear and ladies' wear.

The trend of change has doubled and speeded up. The history of "a burst of money for three years" has gone forever.

How to deal with the new market situation? There is a 16 year history of women's clothing brand.

On the basis of Zara and UNIQLO mode, the systematic reform from commodity planning to supply chain protection is attempted.

In this year's "618", Eve only completed sales of three days in the last 618 years in 40 minutes.

According to the world clothing and shoe net, in August 11th, sun Gong Ke, general manager of Eve Li, shared some new retail views with you in Taobao University Super open class.

"For Eve, the core of new retail is not technology, nor mode."

Sun Gongke, general manager of Eve Li, believes that efficiency and customer demand are two core parts.

"The era of what to do and how much to rely on is past."

Sun Gongke regrets, "before the end of the fashion week in Paris, we had to take one or two months to get the picture album. Now the speed of information dissemination is too fast. Many customers know the style of the clothes on display that day.

We want to know what's going on next year, whether it's too cold or too cold next year. We don't even know whether it's cold or not. "

So Eve, on his own brand "Mai lemon", tried to shorten the lead time of nine months to three months, close to the real needs of customers.

In addition to the big data customer portraits of Tmall platform, Eve is still in the intelligent store under her own line, through the FID radio frequency technology, monitoring technology, passenger flow statistics and so on, from the commodity listing will quickly take back the actual sales data, provide the basis for the prediction of commodity planning and design.

In addition, China has a vast territory and a significant difference between North and south. Eve has made trial marketing through regional differences, so as to predict the market, and has achieved good results.

"Summer wear is too late for trial sale in April, so we are going to get goods in Hainan in winter. On the contrary, winter wears on trial sale in Harbin, to see how customers respond, and to adjust and improve on this basis."

Sun Gongke shared this way in Taobao super open class, which gave Eve Li valuable time.

Last year, double "11", Eve Li in 10 hours sales volume of 100 million, eventually broke through 150 million, in the whole network women's clothing ranked ninth, the performance increased 50% over the previous year, the electricity supplier than 40%.

This year, "618", Eve Li achieved another success: in only 40 minutes, he completed the sales of three days during the 618 period last year and broke 10 million yuan in 56 minutes.

As of 11:30 noon, Eve Li flagship store ranked the first camp in third women's clothing.

Eve's all channel upgrading strategy is indispensable to his brilliant performance.

Sun Gongke believes that whoever can make product design beautifully, accurately plan merchandise, create beautiful shop image, expand broad channels, cover and promote the market, will be able to stand out in the competition.

But in the next five years, the core competition should be three aspects: supply chain efficiency, digitalization of goods and customers, and digitalization, visualization and socialization of stores.

"In the final analysis, behind the digitization is the upgrading of enterprise information. Compared with the past, large and complete solutions have not been able to keep pace with flexible business changes. Enterprises need to build a set of flexible platform systems, which can be butted and connected at any time as a universal wheel."

In this year's "618" activities, Eve Li aimed at the shop crowd portraits provided by data banks, carried out crowd characteristics screening, carried out drilling and exhibition, and introduced accurate new customers to stores. Under the strong help of data banks, during the period of "618" activities, Eve made the data bank analysis, delineation, screening and prediction of the data banks, synchronizing to DMP, and finally putting it in the background of intelligent drill, which led to a total turnover of 4 million 630 thousand, of which the highest ROI reached 28.99 in the data bank crowd pack, and the highest conversion rate was 31.99%.

Eve Li Xia next store

At present, there are 8 intelligent stores under Eve line, and it will increase.

In addition, each household is equipped with FID, video surveillance technology, etc., to observe the customers' track and behavior during the sales period, including what clothes the customer has moved, which clothes have entered the fitting room, and so on. If a piece of clothing is not bought in the fitting room, it shows that its style is good, but the plate or fabric has problems. Eve Li will analyze and rebuild it accordingly.

In addition, Eve also worked with a company in the United States, using the company's big data algorithm to accurately predict the life cycle of all categories.

Sun Gongke said, at present, they are preparing for the realization of intelligent customization system.

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