FILA Is Finally Able To Sleep Well Because Tmall Apparel 618 Has A Good Look At The Growth Of High-End Brands.

The Tmall 618, which lasted for 20 days, came to a close. FILA director of electrical business is finally able to sleep well. The brand's traffic and performance during the 618 period are new customers.

When the international brands have been accumulated, the brand of the Korean brand is still holding its own position. Xu Zhisong, director of its electricity supplier, said that the volume of traffic increased by 30% over the period of big promotion, and sales increased by 15% over the same period last year.

Tmall Women's wear Responsible person Meng Gu revealed industry As a whole, the number of women's clothing business increased by 618 over the same period last year, while Top12's women's clothing business increased by 50%. In the high-end and even light luxury business, the trend of consumption upgrading is obvious, including Sandro, Maje and many other businesses, and Sandro turnover is 5 times of last year's 618.

In addition, the outbreak of men's clothing is also continuing, the growth rate is obvious. Sports and light luxury brands show an explosive trend, while the latter achieves more than two times of their target performance.

Compared with last year, 618 sales promotion time has been extended this year, and the game has also been upgraded. 618, not only a preferential season, but also a full turnover cycle and marketing space. In addition to the hot season products, 618 will give profits to consumers through discount and drive more products to sell. With the overall atmosphere, the new products also have more exposure.

It is worth mentioning that this is a new retail battle. The whole Tmall 618, Tmall online just took 13 days to surpass 618 last 18 days. And online, there are more than 70 new retail business circle, 100 thousand day Cat intelligent store synchronization participation. Tmall 618 activities brought turbulent passenger flow to offline stores. Only on June 18th, 70 million people took part in Tmall 618 online.

618 the rhythm changed.

Last year, Tmall 618 began in June 18th and ended in June 20th for a period of three days. The 618 cycle extended to 20 days this year, beginning in June 1st and ending on the 20 th. There were several rounds of explosion including 1 days, 6 days and 16 days, and the corresponding time points were adjusted accordingly.

Meanwhile, the 618 period coincides with the world cup and Dragon Boat Festival. The zongzi, salted duck egg, beer crayfish display amazing explosive power. More than 130 million dumplings and more than 20 million eggs were bought in Tmall; 50 million cans of beer and more than 100 million crayfish were sold out.

The fruits of summer season are also hot, such as durian sold 3 million jin, equivalent to short selling 12 durian garden in Thailand, fresh litchi is even more than 3 million pounds of food, 3 million of them, Hainan concubine laugh accounted for over 90%.

Similarly, for the apparel industry that is affected by the season, this year's 618 is far more significant than the promotion itself.

Combined with the data of calendar year and this year, because the temperature of this summer is somewhat abnormal, the heat is not so early. Some brands broke out in various channels and did not meet the sales expectation. For clothing, product planning is usually more than 3 months ahead of schedule. Once in June, basically, it means that the summer has passed, and consumers are beginning to store up their autumn clothes.

This allows the whole cycle of this year to face 618 rounds of adjustment. Tmall clothing is communicating with the brand side, according to 20 days of different promotion nodes, to guide you to do different life cycle products.

For example, in the first 1/3 years of this year, the brand on the rhythm is mainly to digest the commodities of the past period, which not only gives profits to consumers, but also relieves its own financial pressure. 618. On the day of June 6th, Tmall launched its new product day, which is also more targeted in marketing. Since June 15th, Tmall has been selling new products under the brand line, until June 16th, when it concentrated.

Han Du Yi also summed up the different strategies to deal with the long line mode. For example, nodes are differentiated and divided into key parts. Goods are also divided according to time, and new products are added to increase the action of each node, and constantly attract consumers to return.

"In the era of explosive money, Tmall has accompanied the brand across many barriers and enjoyed the dividends brought by the brand," said Tmall's head of women's clothing. After the whole channel is opened, the platform gains commodity dividends to solve the inventory turnover problem. Now, some brands may have gone through the bottleneck, and it is time for Tmall to pass on the data to the brand. After this 618, we can see the effect in autumn and winter.

Overall steady growth, Tmall clothing advantage expanded

In the apparel industry, the overall 618 and the advantages are expanding this year. Star brands, such as Zhou Shengsheng, Liu Fu, Zhou Dasheng and Pandora, Tmall flagship store sales grew by more than 300%. During the period of Tmall 618, more than 200 million films were sold, and more than 140 million pairs of sunglasses were sold in summer. Over 20 million men's T-shirts were snapped up, and women's jeans increased by over 70% over the same period.

Zhiyuan, compared to the 20 -6 month of June 1st last year, FILA children's clothing doubled the total number of visitors this year, not only achieving expected results, but also attracting many new customers. "FILA is constantly upgrading commodity strength and consumer experience. Maintain a high discount every day, achieve a dimension reduction attack by 618 discount potential energy, enough explosive force and satisfied new customers.

In the 7 years of Tmall, Meng Gu witnessed the growth and change of businessmen, and saw that individual businesses did not keep pace with the development of the industry. She said frankly that the ups and downs of individual businesses are very normal. Some brands have not made a good spanition, or goods have not kept up. All kinds of reasons can lead to a certain performance failure.

"But from a situation of individual businesses, we can not rise to a judgement. industry The overall growth of Tmall and category 618 is in line with expectations, and it also brings a lot of business to offline businesses. Meng Gu said.

"20 days of promotion is very tiring, but it is very beneficial."

20 day long cycle activities can bring more deep rhythm to FILA operation, "let us have sufficient commodity turnover cycle and marketing space." Through the online and offline stores to get through the goods, the page's products can fully reflect the tonality and depth, and online orders can also have time to pass through the store turnover.

Compared with last year, FILA released 618 this year.

In June 1st, the FILA synchronized offline and offline, and the day came out. Children's clothing and clothing rank the top. After that, FILA did not sell the whole 618 as a sale. Since June 11th, FILA FUSION has launched a new spokesperson Wang Yuan joint name, and also broadcast the FILA FUSION conference of Wang Yuan. With the help of this activity, the brand has more exposure.

In the view of Zhiyuan, the brand must achieve breakthrough in the big promotion, in addition to the operation of e-commerce, the more depends on the strength of commodity and brand. The former is commodity driven, relying on word of mouth marketing, while the latter relies on brand long fans to accumulate.

After 618, Zhiyuan saw a significant change in consumer experience. He said that in the past, every big promotion, traffic broke out in a day, the team can only temporarily recruit part-time customer service, which will lead to a decrease in satisfaction, and the final store DSR score drops. But this big promotion did not concentrate on the outbreak, giving the customer service logistics enough service space, and the DSR score increased.

"Focus on one day to 20 days, logistics and distribution, customer service can be timely and effective, consumers are the biggest beneficiaries, and the retail environment will also become better and better."

However, Zhiyuan feels at the same time: "the small partners of the team are too hard, basically not much rest, and the Dragon Boat Festival has not been well. Fortunately, it pays to give. "