Old Man: Look Back 9 Years, Double Eleven, How Many Business People Are In The Rivers And Lakes, Such As Crazy, Like Dream!

110 years, 9 times.

Recently, with the exchange of electricity suppliers and retailers, many people talked about double eleven.

On the basis of several pitional backgrounds in the past eleven years and the evolution of brands over the years, I share an idea and response in this process.

* if you are also a double 11 person, welcome to share your story.

I will pick the highest number in the message area to award the highest price of the 11 baby on the day.

Singles Day November 11th (2009-2010)

The first double 11, I believe a lot of people are in a state of confusion, but listen to the small two said to engage in a big event.

It is said that the first double eleven sales are 50 million, 27 brands are involved, the sales promotion way is also simple and brutal, one yuan kill, the whole game half off.

Second years, double eleven

Under the line, wholesale, foreign trade goods, buyers boutique, several brands in Europe, America and Japan... This may be the double eleven of the whole "river lake".

Inman has a little bit of a foundation.

It has developed from ODM, has supply chain, and is familiar with design, development, production and product inspection system.

In 2010, it was the first time that Yin man took part in double eleven.

When I was talking to the second newspaper, I didn't have the bottom of my mind.

I was too anxious to submit 500 thousand goals, and I didn't dare to prepare too many goods at that time.

As a result, it sold 6 million 800 thousand of its performance.

That year, he almost hung up.

The software system crashed, oversold tens of thousands of orders, and everyone in the team panicked.

Oversold orders are not issued. If they are complained, they will be closed.

What's more, it is not only oversold, but the order of goods can not be issued.

In 2010, it happened to be the Asian Games in Guangzhou. In November 12th, it was the opening ceremony. On the same day, traffic control in the whole city of Guangzhou was prohibited.

They are crowded into my office.

I bought hundreds of earphones and telephones on the back. A customer called a customer to communicate and compensate. In the "Taobao gangs" live broadcast, the progress was openly disclosed to the customers; I immediately wrote mail to Xiao 2, and explained the difficulties encountered by Yin man and the handling plan, and gave some help to the platform.

There is such a stack of oversold orders on everyone's hands.

The parcel blocked the front desk of the entire company and almost stacked it to the roof.

At that time, a piece of long cloth was bound on the edge of the window. The package was put on top and skated to the first floor to load directly.

This oversold group of small partners and I played a full seven days and seven nights phone calls, and we all got out of the dark circles and their husbands were husky.

The whole incident was processed without receiving a complaint.

If the customer complained that the store was closed, then there would be no "IMMAn" today.

2010 double eleven, Tmall total sales is 936 million.

That's a big number for e-commerce that has just started.

Double eleven Online Shopping Festival (2011-2012)

In 2011, the seller of electronic business began to treat double 11 as a big battle in a year.

Start with rhythm, plan marketing, prepare logistics and other links.

The merchants of the electricity supplier circle have seen their faces, and even greetings have turned into: how many goods have they got?

In 2012, a lot of things happened.

The original Taobao mall was renamed Tmall, and its brand name was Tmall's original brand.

Businesses begin to divide tonal styles and define who they are.

Earlier, slogan called "love in the city of nature".

The first batch of Internet brands with style definition

In 2012, double eleven, Tmall broke first billion times, and sales doubled more than 20 times to 19 billion 100 million. In just 2 years, from a "singles day" topic, it turned into the largest online sales activity of China's Internet.

Double eleven although many people have prepared, but no one expected that the outbreak will be so fierce.

1. express company expects serious shortage.

Remember, there was a passage on the Internet saying, "a customer buys silkworm chrysalis, and when he receives the express, he has hatched a nest of silkworms."

2. there are two camps on the line and on the line.

In addition to the original brand, the traditional brands under the line are aware of the explosive force and opportunity of double eleven.

Unlike the Internet brand's strategy of pushing new products, some traditional brands only used online channels to clear inventory.

2.1, the "Internet brand war".

The double eleven in 2012 appeared in rivers and lakes.

Several Internet brands realized that the brand of different growth attributes had the trend of competition.

In the evening of November 11, 2012, a number of Internet brands, such as Yin man, Han Du Yi house, and Yu Ni Fang, were placed on the front page of their respective stores for the ranking of the latter brands, and the goal was to win the top three.

Later, the competition between the online and offline brands was called "the battle of Amoy brand", which shook Tmall officials and even the whole industry.

At that time, we were entering the development speedway. In 2012, double eleven sales volume was 70 million, and the two years turned 10 times.

This year, emann began to focus on two things: products and supply chains.

Products to strengthen the "cotton linen" characteristics.

Before that, I think "cotton and flax artists" are just in shape, and God is not enough.

The product system needs to be highly unified from the understanding and execution of the whole process of planning, designing and shooting.

Second, improve supplier threshold and quality standard; design elimination and reward mechanism.

Selection of suppliers with first-line brand qualifications.

Fabric and workmanship, and gradually realize the comprehensive selection of YKK zipper, neckline clothing edge binding, product standards gradually rise to the national first-class goods.

The cost of production is increased by nearly 20%.

In addition to Tmall, Yin man began to expand to several new platforms such as Jingdong and vip.com.

At that time, there was also a thorny question: is the platform vague positioning of our brands, only in the development of Tmall, or go out?

From the early "Amoy brand" to "Tmall original", this problem has not been handled well.

Some brands developed from Ali began to try to redefine their position.

We are more willing to call ourselves the "Internet brand".

I think, at that time, Tmall obviously realized that the brand that was born on Ali platform has grown up and shaped like a grown girl.

Of course, we also see the attitude of Ali, regardless of Qiao Feng, or Xiaoyao, or to Ma Yun, they are willing to embrace the mentality to face this problem, before and after this is not too entangled in this matter.

In the same year, the art tide brand joined the company, and founded the high-end women's wear brand in 2014.

Many brand strategies have begun to explore a new path to meet the trend of personalized fashion.

In the process of developing multi brand, there are also some setbacks: for example, some new brands are too small to supply more nutrients and some can not be raised.

But I think this experience has been a lot of harvest, even more clear about the future orientation and trend of the brands left behind.

Double 11 shopping Carnival (2013-2014)

The difference between a word and a word can be said to be a thousand miles.

In 2013, double eleven, from "online shopping festival" to "shopping Carnival", removed the word "network" two words, which means a mass holiday involving offline participation and online participation.

This year, Yin man won the National Women's wear sales champion, 126 million yuan per day sales.

Tmall double eleven sales are frozen at 35 billion.

On the evening of November 11, 2013, Xiaoyao presided over the video of the total live horse, and watched the battle of eleven.

This year, the mobile Internet is very fierce.

Double 11 mobile terminal pactions accounted for a rush to 21%; WeChat launched less than two years, the user volume of 3 hundred million.

Double eleven sales surged, and the mentality of the entire electricity supplier was down.

Upstream and downstream industries began to strongly realize that the "electricity supplier war" began.

There was a price for him to win the championship.

What others see is bright, actually may not make money, has made a lottery.

On the contrary, in 2013, this battle gave me the greatest feeling, not just to win the championship, but to feel the leakage of water in the old house, and constantly tinker with it; after two years, there was no leakage at all.

At that stage, Tmall, Wei pin and Jingdong had already seen the situation of Duo Duo duel, and even had unusual actions to lock stock and push down the shelves.

At the same time, businesses are also in the big shuffle, the traditional brand rushing to double 11, more and more attention to the electricity supplier channel.

With the rise of businesses, businesses are also falling down. Those who are down, or are crushed by inventory, or selling fake and shoddy goods are being shut down or unscrupulous by consumers.

Look at what the man is doing this year.

1. double eleven pformation into project system

From the company's all eleven double teams, they become the lead group of the project team.

Regardless of the boss's knife, at the time point, every link of the activity will trigger automatically.

2. logistics warehousing outsourcing third party

I remember that Yin man participated in the first 9 years of double eleven, and also moved nine warehouses.

In the first two or three years, double 11 before the whole company organized to warehouse personnel one by one inventory inventory; double 11 one end, hundreds of people around the warehouse print order, separate order, pick up, pack, load...

Now, warehousing and logistics has basically been able to deliver goods in 72 hours.

3., a small variety of marketing.

In 2014 and 2015, Yin man has made two fashion reality show "goddess new clothes", the first time the TV series, stars, designers, clothing brands, electronic business platform in series together, the interpretation of fashion, and realized that is to buy.

From the brand point of view, this is the first time a brand has jumped out.

Jumping out of the line, entering the public art and the public's vision has become a public topic.

Many people are also in this program, from then on to understand or deepen their understanding of what kind of brand is what is a man.

4. from clothing brand to a way of life.

Since 2013, he has expanded.

Outside the category, shoes, children's clothing, furniture, underwear and so on, further enrich the connotation of "slow life circle", and also symbolizes the formation of "life and brand of cotton and hemp", which is changing from a clothing brand to a "slow life" lifestyle.

In 5.2015 years, he signed with Christine Fan. This is the first time that he used the star as the brand spokesman.

6. Alibaba was listed on the NYSE in September 2014. It is the only Internet woman suit that has been selected as its IPO prospectus.

Double eleven global Carnival (2015-2017)

The competition between the three platforms of Tmall, Jingdong and vip.com has become more and more competitive.

According to public data: by 2017, the total sales volume of double 11 and total network was 253 billion 900 million.

Among them, Tmall accounted for 66% of the total network, Jingdong 21%, vip.com 3%.

1. upgrading of consumption.

NetEase, such as Yan Xuan, Xiaomi, famous excellent products and so on, has gradually entered the sight of consumers.

2. new channels.

Little red book, many spells and so on appear one after another, and grab the traffic with the three platforms.

Net red and video live broadcast were promoted overnight to big traffic users, creating the myth of explosions and sales.

3. buy the world to sell the world.

The rise of cross-border electricity providers, Amazon, Hai Tao, a large wave of imported goods based cross-border electricity providers, has become a new highlight of double 11.

The traditional retail environment is the opposite.

In 2015, the traditional retail industry was dismal, and the department stores and shopping centers were closed.

This year, in a bad look, we once again set foot on the line, launched a new online retail mode under the integration of online and offline - Yin man + thousand city stores.

A year later, Ma always put forward the concept of "new retail", and new retail began to be widely quoted.

The decision of the man to the line, my early conception:

At that time, everyone was afraid of the line.

At that time, I described the "demolition and pformation" under the line, and "boiled frog in warm water".

Our idea is to integrate traditional shops, electric providers, and communities through the Internet technology, and make the brand experience and radiation stronger and stronger.

At the same time, we can force our products, brands and supply chains to upgrade.

Second, a group of vermicelli fans turned to "seed shopkeepers" under the line of the man line, which accelerated the fission speed of the brand line to a certain extent.

Some people wonder.

Why did the store not first put the market on the tall and large passenger cities, and chose to go deep into the three or four line cities? Although the urbanization rate of China reached 60%, the consumption capacity and quality awareness of the three or four line customers had been improved. But at the same time, we also saw that the gap of most urban infrastructure, such as logistics and the first tier cities, was still very large.

Retail brands, which do not work together online and offline, are too slow to rely on the Internet alone.

New retail is easy to understand, but it's not easy to do it.

It challenges the accuracy, data and supply chain capabilities of the order.

So we did another thing at the same time: at the end of 2017, we invested 140 thousand square meters of Intelligent Manufacturing Industrial Park in Yudu, Jiangxi.

Last month, we saw that it was already small, the factory building was completed, the automatic water hanger, the automatic sewing machine and the automatic filling machine were in the early stage.

A number of equipment has been put into operation, and 500 people have been fully started.

Summary:

Over the past 2015-2017 years, I believe that many people clearly feel that double eleven is not only the double eleven of Tmall, nor the double eleven of the Internet. It has evolved into an annual consumption trend and a common phenomenon of the birth of new products and new species. It represents the beginning of a new business cycle.

Yes

For example, one year can not rely on double eleven, the four seasons must be balanced.

On the question of "double 11", we should have a more intelligent and rational judgement, and have a healthier way of playing.

Ten years of double eleven, although it rises and falls, makes people feel like a dream.

Opening up the photo taken by Amoy training students at that time did not persist.

Yin man may be lucky to survive, with the international brand, traditional big cards continue to pK a few.

Double eleven is a long battle.

Just like what Jin Yong said in his novels, Wu Lin and chivalrous warrior have been there. How can they stop?