Tmall Will Launch The "Core 100" Plan For Optimizing Inventory.

There is a saying in the industry that the level of marketing decides. brand Whether it can succeed or not, the ability to handle the tail cargo determines the life and death of the brand. The ability of inventory management represents the core competitiveness of clothing brand. Under normal circumstances, each Clothes & Accessories The brand will have 2-4 new products in one year, and only 20% of the new products will be sold well. The remaining 80% will become the tail cargo in 3-6 months. The sales of the hot products will be better and the goods will not be disposed of.

For many well-known brands, the online products have already formed the fixed flow direction from the large commercial complex to the street shops, the exclusive stores, and finally to the national clearance of outlets, and many businesses on the line are in a dilemma.

According to the world clothing shoes and hats net, at the beginning, some businesses did not classify, sell new and old products together, and the products of different price levels staggered, which affected consumers' perception to a certain extent. After a period of development, some businesses have gradually opened up a special area or clearance area in the shops, and this area is somewhat "tasteless" for some consumers who love to "fight new".

Subsequently, many businesses began to fight. TaoBao Clearing platform and Juhuasuan platform have formed an irregular tail cargo handling method. But for a large volume of brand, such traffic entry obviously can not keep up with the speed of business's tail cargo.

If you make an online platform of orlies, can you solve the pain points of businesses? The answer is yes.

From the 15 year's Amoy clearance to 16 years' Tmall clothing clearance to 17 years of brand Outlets, more than a year, the brand Outlets platform, which has been born out of the cleaning warehouse, has absorbed a large number of businessmen stationed in Adidas, bestseller group, Puma and agge to help businesses develop a stable tail cargo handling platform.

Continuous sales pulling power is a good weapon to deal with tail cargo.

In 2017, "double eleven", Tmall's flagship store prepared hundreds of millions of inventories online. "Double eleven" also faced huge inventory surplus as a result of a huge deal. If it could not be cleared in time, the pressure would be very large. After the big promotion, IgG's classmates contacted the Outlets platform and made a detailed inventory plan in the short term.

From the daily factory shop online to the "double 12" platform and the monthly fixed clearance activities at the end of each month, Tmall's flagship store synchronizes a large number of products to Outlets, and the continuous sales pull power enables the brand to see the strong handling capacity of the Outlets platform, and the daily sales of the brand have also been greatly improved. Less than two months after its entry, the IgG flagship store has grown into a Outlets platform top3 business.

Next, AGG brand plans to work with Outlets channel to work together to get through the new retail channel, and turn all the products of Les outlets under the line to the brand Outlets platform.

According to statistics, at present, the brand Outlets platform has 55 brands with a total of 90 shops, and the Outlets platform leads 45% of the top3 in traffic volume. In 2018, the Outlets platform will further expand the clothing brand, and the target will reach more than 100 brands this year.

Large brands often worry about the impact of low prices on consumers' minds in the clearance process. The Outlets platform takes full account of this in the mechanism design, so that when shops sign up for goods, they can choose to hide in stores and owners, and only show them on Outlets channels. For example, Adidas official flagship store has layed nearly 3000 products in the whole store, and for the bottom cargo to be processed, through this way, the Outlets platform can be imported, so that shops can concentrate on making new models.

What can a platform bring to businesses and consumers?

Near the new year, big rush to attack crazy, open APP every day are all kinds of full reduction, half price, coupons. When the discount time is calculated and how to calculate the cheapest, the discount does not seem so attractive. Smart consumers know how to save time and effort to find the goods they want.

When there is no time to go shopping on the line of ostris's death powder, just click on "Taobao mobile brand Outlets", or search the two words of "ole" in the search box, then you can see genuine, big and super affordable products. This kind of certainty and comfort feel a clear flow in today's electricity supplier industry.

"We want to give users a definitive shopping experience. We do not pursue the sense of scarcity," he said, "we are not pursuing the sense of scarcity. Instead, we call it a" Buddha system ". Consumers do not have to wait for a lot of activities to rush to buy. As long as there is desire to go shopping, there must be suitable choices here, and they are all brands and commodities screened out by big data and small and second tier brands." Outlets "

"Besides, we hope that businesses can operate the brand Outlets as a store, rather than simply participate in an activity, because if you can enter the Outlets platform, you can be online every day, so that the top consumers in the vast number of mobile operators can see you." He said. It is reported that in 2017, Outlets platform has more than twenty million monthly active users.

In 2018, brand Outlets will launch the "core 100" plan to plan the end of the commodity life cycle for Tmall clothing core businesses. Through the small two one to one service, we will integrate the public domain marketing resources to help Tmall apparel industry further optimize the core business supply chain and commodity management system, and jointly create a new high price retail platform for the next line. Meanwhile, this year, in the overall upgrading process of Tmall, the Outlets platform will receive more support and enter the accelerated channel for platform development. Hong Zhe said.

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