Supply Is The Biggest Test Of 11 Pairs Of Tide Cards, And Axin Or Edison Chan Will Win 11 Of All Cats?

According to the world clothing shoes and hats net, this year

Before this, a small wave of positioning and scarce commodities will usher in an outbreak.

In the Tmall double 11 pre-sale list as of October 28th, Hongkong tide brand Aape rushed.

Number one.

In May, Axin, who was founded by STAYREAL, once rushed to fifth place, and IT's new trend men's wear.

UNDER GARDEN ranked eighth.

"Aape's pre-sale goods are largely sold out on the first day of pre-sale," said Tmall's men's wear.

On weekdays, tide cards are seldom discounted and often hard to get.

But with the 11 big promotion of Tmall, more and more young people are gathering to Tmall to buy their favorite fashion brands.

Tmall platform data show that consumers are showing a younger trend. After 00, the growth rate of consumption is obvious, resulting in the outbreak of the tide brand business circle. Edison Chan's main trend CLOT, stage, superdry and carharttwip in the 618 period have also exceeded the turnover in May.

Of course, the most outstanding performance of the double 11 pre-sale is the Aape, which is ranked number one.

On line only for one year

Speaking of the trend culture, the Japanese tide brand Bape is one of the brands that can not be turned around.

The reason why Chao brand is loved by young people lies in its integration of multiculturalism and values, so that clothes are no longer just a nice dress, but also an interesting experience and attitude.

In contrast, Bape is full of collision between Japanese street culture and American culture. The Aape born in Hongkong has more fashion sense in Hongkong street.

In 2012, Bape, which was acquired by Hongkong I.T. group, launched the sub line brand Aape.

It aims at a 15-25 year old younger crowd market. The price is about 40%-50% lower than that of Bape. It still echoes the brand culture in logo, design and culture.

With Bape's brand endorsement, coupled with its skillful joint design and cross-border marketing skills, Aape captured a large number of young trend audiences in just a few years.

In September 2016, Aape was electrocuted.

This is not too early in the clothing brand, and even the CEO Kenny in China also jokes that it is still in the stage of "electricity supplier primary school students".

And opening the first stop of the electronic commerce journey, Tmall becomes the only choice for its consideration. "This is the decision made under the comprehensive trade-off."

Kenny strongly endorsed Tmall's in-depth exploration of the implication of big data behind the electricity supplier to the brand, which has also brought about rapid growth in sales.

The young brand, which has been operating for less than a year, has more than 5 million yuan in the first hour after its first 618 Tmall promotion.

Despite the good market reaction, the current Tmall sales account for less than 5% of the whole brand, which means there is still room for growth for the brand.

Jun defect also said: "from the gradual expansion of the trend of business circles, from the industry point of view, Aape has great potential for development."

With the help of Tmall big data, Aape can provide a more comprehensive insight, collection and analysis of consumer footprints on the one hand. On the other hand, it can communicate with users more effectively and provide reference indicators for developing brand strategies.

In an interview this July, Kenny repeatedly lamented the significance of the electricity supplier for Aape: "in the coverage of users across the country, the electricity supplier is a very efficient way, and the combination of online and offline sales mode is also very meaningful."

In addition, he is also looking forward to the release of Tmall brand list, which will become a reference index for further developing brand strategy.

LOGO is the explosive money.

A lot of brands will start selling fans quickly and expand their brand influence at the very beginning. "Aape's burst is its LOGO."

Said Jun Wei.

The main brand Bape quickly established a distinctive brand awareness among young people through a shark shirt. Its most iconic ape LOGO contains multicultural precipitation. The prototype comes from the early American science fiction movie "the planet of the apes", which was hit by Japan in the US. The young designer SKATE-THING has been deeply influenced by this design.

As a secondary line, the circular LOGO of Aape represents a younger and more likable ape image.

Following the same trend culture, plus a more intimate price, the biggest advantage of Aape may come from the deep recognition of the brand over the years.

Therefore, compared with the simple pursuit of sales, Aape pays more attention to pmitting tide brand culture and improving service experience through online and offline channels.

At present, Aape has nearly 40 offline stores in China and operates in a full direct way. The aim is to bring good shopping experience to every user through good operation efficiency and directly pass the brand DNA.

Through traditional media and offline stores, it is no longer the only way to establish brand image.

Influenced by digitalization, consumer purchase links are changing.

Kenny said the focus of this year is to continue to build brand awareness in the trend, and to use platform data to communicate effectively with consumers to get feedback.

The opportunity to achieve goals comes from Tmall.

The electronic commerce platform has a great influence on consumers' purchase decisions, especially Tmall. It is becoming an ideal life guide for consumers and an effective medium to connect consumers.

"Aape will spread the brand through the new media including Tmall, and promote brand personality and sense of authenticity."

Kenny introduction.

He also said that Aape attaches great importance to the balance between brand effect marketing and brand marketing.

Taking the previous Tmall double 11 and Tmall's 618 big promotion activities as an example, Aape showed enough attention and increased investment to drive sales; on the other hand, Aape also had uninterrupted brand marketing, such as cross-border cooperation with lifestyle brands, leading young people to catch up with the trend.

{page_break}

Supply is the biggest test of 11 pairs of tide cards.

Aape, who has always been good at brand marketing and marketing activities, is going to be more effective in replicating offline experience to Tmall at the specific operational level, and linking online and offline will be a great challenge. At the same time, it will mean great room for development.

However, in the view of Jun defect, brand marketing is not the most important one for LOGO, Aape.

"Marketing is upgrading cooperation in the context of satisfying the supply of goods.

In the past communication, Aape has the intention to cooperate with us deeply, so in the future, we will focus on two aspects: supply of goods and brand marketing.

The trend culture is often contrary to the business world driven by interests, but it does not mean stopping pace in commercialization.

No matter Tmall 618 or double 11, Aape sold out more than 90%. This shows Kenny that Aape can make more room for product selection, configuration, vision and marketing.

But the original power of front-end sales and marketing comes from the effective supply of goods at the back end. For Aape, the biggest challenge may lie in how to improve the supply of goods.

"The supply of goods does not depend on how much sales can be done, but on the supply of more goods to meet the needs of consumers."

Said Jun Wei.

In the big promotion such as double 11, commodity supply chain capability is a relatively weak link for tide merchants.

"Unlike traditional brands, there are tens of thousands of single products stocked, and tide cards will be difficult to replenish once they are sold out."

Therefore, higher requirements for data prediction and full channel capability are put forward.

In the previous interview, Kenny also emphasized the importance of Aape in all channels.

At present, Aape has completed the online and offline member management through the ERP system, thereby strengthening the brand loyalty of fans, but has not yet fully realized the inventory level at the inventory level, and only keeps pace with the new product release time.

The electricity supplier enjoys only a small amount of stock, so it can not mobilize the stores under the line to ensure supply. This is the main problem for Aape and Tmall to communicate.

At this point, Jun defect said that Tmall now has a mature full channel system to help brands access stores and online systems.

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