The New Retail War Near The Fashion Brand Of Eleven Is About To Start.

According to the world's clothing and shoe net, since October 19th,

The double 11 pre-sale activities on the platform have been opened. The major brands have launched bonus packages, consumers' shopping cart is getting more and more full, and the whole world is waiting for the miracle of sales coming in half a month.

And this year is also

Tenth years passed.

In 2009, online shopping was not yet popular. At the weekend, stores were crowded with shoppers.

At that time, Tmall, known as Taobao mall, still created 50 million sales in one day, which is the height of the e-commerce platform that era is hard to reach.

10 years later, at 0 o'clock in November 12, 2016, Alibaba announced that double 11 sales reached 120 billion 700 million on that day and 2414 times from the beginning to the present.

In the past 10 years, Tmall has been pformed, and the brand that has grown with it has also ushered in the spring of sale. The clothing brand that has experienced the cold winter is now fighting for the upcoming war.

Online and offline linkage

"The company is in the process of intense preparations. Since June, we have started preparations for personnel training, placing orders and so on. For this year's double 11, we have increased 700 customer service, now a total of 1000, and logistics has also arranged external reinforcement."

La Natsu Bell, director of the electricity supplier Sheng Yiwei told the financial world weekly. From the beginning of the first flagship flagship store established by Tmall in 2014, La Natsu Bell grew up with Tmall.

In the company's latest quarterly report, La Natsu Bell's business performance has become a bright spot of growth -- the online growth of Tmall as the main channel grew by 50.9%, just a month ago, La Natsu Bell has also been listed for many years.

In addition to preparing for battle online, the battlefield is also a battlefield that can not be ignored.

Sheng Yiwei disclosed that in response to the trend of smart stores, La Natsu Bell has been able to pilot the smart mirror from ten stores in this year.

If you happen to come to a pilot store and get a dress to stand next to the fitting mirror, it will tell you how to match the clothes. If the matching clothing is sold out, it will remind you which stores will have or directly scan the code from Tmall, which will directly promote online sales.

In the layout of smart stores on the way, men's clothing brand Mark Ed Faye also has new achievements.

"Through the open ecosystem of Alibaba, during the Tmall 618 year, we launched the first new retail wisdom store in only a week."

Zuo Jingdong, the general manager of the brand electric business, said that before trying on the smart screen, the consumers could automatically identify the merchandise ID through the Internet of things identifier, and not only push the model trial effect synchronously, but also present personalized content such as product introduction, evaluation and related collocation.

In addition to the fast fashion apparel brand in China, Tmall, as the dual 11 initiator and main battlefield, is also preparing for surprises for consumers and businesses.

In October 20th, Tmall held the second "double 11" global trend pageant in Shanghai. Many global fashion groups, brands, and 150 new products will debut in Tmall.

At the same time, Tmall also released 52 11 posters jointly with NIKE and other brands. The first wave poster has been launched on the subway for the upcoming double 11 campaign.

In logistics reinforcements, Alibaba's rookie logistics will cooperate with over 3 million couriers in the industry, invest 1 billion 500 million yuan to subsidize intelligent warehouses and business and logistics enterprises, and organize the trunk line vehicles, aviation charters and other resources will also grow by 30%.

Tmall will also co branded retailers to distribute tens of billions of dollars in shopping allowances to consumers online and offline.

Transformation of DNA

At the end of 2016, Ma put forward "

Concept.

Alibaba group CEO Zhang Yong said, "new retail is driven by big data driven modern business people, goods and field reconstruction, the future electricity supplier is to digitize 100% of the business."

Popularly speaking, the essence of new retail is to help retailers solve inventory and logistics problems while enhancing their shopping experience.

For apparel retailing industry, the supply chain problem has always been the shackle of brand development.

Especially in the fast iteration of the digital age, consumers are very keen on the popularity of fashion. Traditional fast fashion brands are being challenged by the brand of "super fast fashion" and the brand of Amoy brands.

Gap, a casual wear brand from the US, is deeply impressed by this.

Gap, general manager of e-commerce in Greater China, May, said that in the past, Gap produced new products and would be ready in half a year.

That is to say, what customers always see in autumn is clothes next spring.

Lagging product reactions can drain large numbers of consumers.

In response to this pain point, Tmall built private data banks on the brand online through online centralized operations and data visualization.

In the past, only those who had consumed the product could let the brand see details. Nowadays, people who click, browse or search will appear in the data bank.

According to May, Gap has started to shorten its product life cycle a year ago with data banks' data empowerment.

"Now we can observe consumer preferences and product sales through data, grasp the trend trend changes for the first time, cooperate with production and make a reservation, then produce clothes according to customers' preferences."

After Gap, Topshop, Forever21, MANGO, ZARA and other famous fast fashion brands landed on Tmall, and reached an exclusive strategic partnership with Tmall.

Tmall has become the latest position in the field of fashion clothing, whether it is a brand or a well-known brand, and it is backed by powerful users, data and technology marketing resources.

Up to now, Tmall has attracted 90% of the world's fast fashion brands.

The significance of Tmall is no longer just sales volume, but also an important platform for new retail pformation and construction in the future.

"In the strategic cooperation with Tmall, our business has not only got resources, but also has the ability to innovate business models."

Cooperative businesses said.

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