Ten Year Double 11 Tmall Women'S Wear, What Do The Women Behind Ma Yun Like To Wear?

At 22:00 on November 10, there are less than 2 hours left before the Double 11 in 2018.

　　 Handu Clothing House Hai Ya (flower name) in the Business Intelligence Center is closely watching Tmall's background purchase data, and refreshes the page every 5 minutes on average. He knew that when the clock of Double 11 o'clock came, tens of millions of orders would rush to his department's orders and storage system crazily, and whether they could be processed and distributed in time became the key to the success of Double 11.

There are others who have entered the state of high-intensity preparation like the sea taro Handu Clothing House Colleagues from the Women's Wear E-commerce Operation Department.

As The first echelon of Internet clothing brands, Handu Clothing House won the championship in women's clothing cumulative sales from 2012 to 2017 Of straight A However, this does not mean that vigilance can be relaxed. along with The revival of offline traditional clothing brands has significantly impacted Internet clothing brands, two In 2017, Handu Clothing House Women's Tmall ranked only fifth , which is the lowest ranking in the past six years Last year, the only Internet women's clothing brand that made it into the top ten of Tmall.

The reduction of market share and the downturn of the overall situation of Internet clothing brands have put more pressure on the women's clothing e-commerce operation department with sales targets this year. During the preparation for the Double 11, the Women's Wear E-commerce Operation Department needs to sort out the data of additional purchases and visitors every 3 hours to jointly find problems and solutions.

During the Double 11 Festival, such a tight working atmosphere almost hangs over the e-commerce departments of Tmall's major women's wear brands every day.

From 2009 to 2018, Tmall's Double 11 will enter its tenth year. On the occasion of the tenth anniversary, Ali almost dispatched its entire ecosystem to build momentum for Tmall's Double 11, which is enough to prove the importance of Double 11 this year. Tmall Women's Wear, which often ranks first in the sales of Double 11 categories, naturally bears the pressure of being too cold at high places.

According to the total sales data of various categories of Tmall in 2017, women's clothing accounted for the top of the category sales, with the total sales reaching 109.813 billion yuan, an increase of 42.3% over 2016, which is twice the total revenue of Vipshop in 2016.

So can the women's wear of the Double 11 Days Cat reach the top again with outstanding achievements this year and win this crucial year-end assessment?

　　 Development: Taobao brand to traditional brand

In the early morning of November 11, 2009, Guo Donglin, chairman of Yichun Garments, was asked by the subordinate in charge of e-commerce to see if he could urgently batch goods from offline stores to online. After learning about the situation, Guangdong businessman Guo Donglin personally approved the note. On the same day, almost all the stocks in the online stores of Yichun were sold out.

This is the first Double 11 that only 27 brands participated in. Zhang Yong is in charge and has not yet become Jack Ma's successor. Tmall is still called Taobao Mall. It has just experienced a dissolution crisis less than a year since its independence from Taobao. The concept of "Double 11=Singles Day" is still in the bud. Zhang Yong's first idea of holding Double 11 is to let consumers have fun once a year and find some good products

In such a combination of opportunities and coincidences, "Double 11" became popular. In the first few 27 "sons of God", women's wear brands accounted for nearly 30% of the seats, and they were sold out on the Double 11, which is self-evident how popular the women's wear market is.

After its popularity in 2009, the sales volume of Double 11 in 2010 made a qualitative leap from 50 million to 936 million, with a growth rate of 18 times. In this year, women's wear of Taobao brand took full advantage of its small size to get a free ride early, blossom everywhere, and enjoy the traffic dividend of the PC Internet era. At this time, a large number of traditional women's wear brands are experiencing a severe inventory crisis. With the help of e-commerce channels, traditional women's wear brands have also accelerated their transformation.

In 2012, the PC end was gradually replaced by the mobile end, and the "Taobao Mall" was officially renamed as "Tmall". Ali increased support for traditional businesses, and the Taobao brand women's clothing was promoted from store C to store B, but it was difficult to get more support from Taobao waiters. The flow dividend has been exhausted, and the cost of customer acquisition has gradually increased. With the trend of consumption upgrading emerging, "cheap" is no longer the core indicator of women's clothing.

As time went by, the hard injury of Taobao brand women's clothing in the supply chain gradually exposed. Compared with traditional women's wear brands, most Taobao brand women's wear takes goods from the market or establishes processing cooperation relationships with multiple factories, resulting in light weight and fast travel, but lack of stamina. Especially in the women's clothing industry, which pursues quick response and flexible supply, the first order is small and the return order is fast. The perfection of the supply chain directly determines how far the clothing brand can go.

In March 2015, the traditional women's clothing brand La Chapelle announced that it would purchase 50.45% of the shares of the Taobao brand "Qigege" for 200 million yuan, and the larger Taobao brand Women's Clothing Inman also started the expansion of offline stores. For Taobao brand women's wear, if you want to survive for a long time, it is inevitable to move offline. Offline stores can solve the experience problems that can't be solved by online virtual space, such as the texture of cloth that can't be touched, and too many SKUs that don't know what to buy. On the other hand, with the call of Tmall's Double 11 "online and offline products of the same quality and price" gradually gaining popularity, consumers naturally prefer offline fitting and the precise mode of online shopping. On the one hand, it has increased consumers' recognition and dependence on the brand, and on the other hand, it has reduced the loss of return and replacement freight costs borne by businesses.

From the changes in the top ten women's clothing brands of Tmall Double 11 in the past six years, it can be seen clearly that Inman, Chuyu and other Taobao brands have successively dropped out of the top ten, while Uniqlo, ONLY and Vero Moda and other traditional entity brands have gradually consolidated their positions. Traditional women's wear brands will naturally achieve good performance after they hit the Internet with years of public praise and high consumer awareness. However, this does not mean that we can decline the brand. On the one hand, the revival of traditional brands will stimulate the demand for offline expansion of the brand. On the other hand, the bold and creative design and application of the brand will also provide new sources of inspiration for traditional brands. With the further e-commerce of the clothing market, the competition between Taobao brand and traditional brands will become increasingly fierce in the future.

Dilemma: Making money? Or burn money?

In 2017, Tmall Double 11 set a new record with a GMV of 168.2 billion yuan, but this figure does not represent the net income of all participating merchants. For businesses participating in the Double 11, there is a core question that has always been lingering, that is, can they make money on the Double 11? As for clothing brands, on the one hand, they should attract customers with favorable prices, and on the other hand, they should spend money to attract customers into stores. Can your final sales be directly proportional to the profit?

We use Taipingniao Clothing Group For example, it owns Taipingbird men's clothing, women's clothing, Le Ting, Mini Peace and other brands. According to the third quarter financial report of 2018 disclosed by Taipingbird, the company realized an operating income of 4.888 billion yuan in the first three quarters of this year, up 13.14% year on year; Net profit attributable was 282 million yuan, up 69.72% year on year; Gross profit reached 2.657 billion yuan, with a gross profit margin of 54.35%. It is worth noting that although the performance of Taipingbird has shown an upward trend, many of its sub brands have experienced varying degrees of gross profit decline. During the period indicated in the financial report, the operating income of Taipingbird Women's Wear increased by 9.33% year-on-year to 1.827 billion yuan, while the operating cost increased by 18.31% year-on-year to 831 million yuan. Therefore, the gross profit margin decreased by 3.45% year-on-year. Taipingbird said in the financial report that the reason for the rapid growth of operating revenue but the decline of gross profit margin is closely related to the increase of online sales and the acceleration of the disposal of out of season inventory. In order to cooperate with online sales, the discount strength and marketing cost naturally rise.

In this year's Double 11 Taiping bird A certain down jacket recommended on the home page has a tag price of 1899 and a purchase allowance of 849 Down Jackets It is also marked as the same model in the mall. In addition to discounts, Taipingbird Women's Wear also adopts attractive marketing methods, such as sending iPHONE XE and Dyson curling stick, SK2, etc. Taipingbird men's clothing is even more crazy. Customers who have paid 1000 yuan for the first 10000 orders will be given a 1000 threshold free coupon. In addition, the pit commission paid to Tmall by Peacebird Women's Wear during the Double 11 Festival, as well as UV promotion fees, etc., all of them need to consume at least 10 million yuan. Last year, the sales of Taipingbird women's clothing on Double 11 were only 208 million, which was amazing because of the marketing expenses of 10% or more.

For the mature category of women's wear, if we blindly need to strengthen the discount and marketing costs to achieve sales growth, it is bound to increase revenue without increasing profits.

So, do traditional women's wear brands still insist on making Double 11? The answer is destocking.

In the first year of 2009, 27 traditional brands participated in the Double 11. The main purpose was to sell the unsalable and overstocked goods offline. Even after 10 years, this demand has not changed.

During the Double 11 Festival this year, the two woolen overcoats with high comprehensive ranking in ONLY stores are old ones in 2017. The old models generally have larger discounts and lower prices, which are more in line with the needs of consumers.

With the gradual slowdown of domestic economic development, it is quite difficult for most clothing brand clothing enterprises to switch from export to domestic sales. But at present, the overall inventory of China's clothing industry is large. Even if no clothing products are manufactured within two years, the inventory is enough to support the clothing demand of Chinese people. However, the annual new product release conference in the clothing industry still expands the overall inventory. If the inventory does not decline, only the old models will be sold at a discount. Although it is easy to discount the inventory, the marginal effect may cause more losses for clothing brands. For example, the gross profit rate drops, the brand value drops, and even after consumers understand the entire operating cycle, they may have to reduce the price to buy. However, for garment enterprises eager to handle a large amount of inventory during the Double 11 Festival, even if it is a loss making business, de stocking can bring cash flow turnover, which is more significant for their own operations.

Although Double 11 is important for Tmall Women's Wear, the real purpose is to make profits and drive new operational growth points through Double 11. As far as the current situation is concerned, the real dilemma of Tmall Women's Wear is how to rationally grasp the yardstick of profit giving. On the answer sheet of the Double 11, the answer is more perfect and the score is higher, so that they and consumers can win a win-win situation for a longer time.

Innovation: no break, no stand, no no go

With the Double 11 gradually entering the deep-water area, only low prices and marketing are destined to quench the thirst for a while. If you really want to fight in the saturated Red Sea market of Tmall Women's Wear, you have to find a new way out.

With Vero Moda and Only took the lead to explore new ways. In May 2018, Lingzhi Fashion announced that its four major brands were stationed in rural Taobao. This is also a new batch of clothing brands sinking into the rural market through rural Taobao after Nike Adidas entered.

With the overall upgrading of rural Taobao in marketing, sales, logistics and services, it has attracted about 30000 clothing brand businesses to settle in, and marketing+channels are becoming a new engine for brand sinking. During the Tmall New Year Festival in January this year, the sales of clothing categories on rural Taobao reached more than 1 billion yuan, which is enough to prove the potential of the rural market. At the same time, rural Taobao has also established nearly 30000 village Taobao outlets nationwide, realizing the "end-to-end" direct connection between merchants and rural consumers, shortening the logistics cycle and improving the consumption experience of rural consumers.

Lingzhi, who develops new markets, has a keen sense of business, and Taipingniao women's clothing, which has completely changed its style and image, is also very eye-catching.

With youth Women's wear market With continuous efforts, many brands have begun to develop new product lines to meet the new needs of millennials. The unbreakable Taipingbird chose to abandon the original consumer group and redefine its young image from the inside out.

Since 2015, Taipingbird has frequently participated in various international fashion fairs, held music festivals and brand fashion conferences, and updated the brand image. Subsequently, Peacebird began to launch co branded products, and its cooperation with Pepsi, Coca Cola, Playboy, Longzhu and other IPs had a good response. In the image video of Autumn and Winter 2018 released by Taipingbird Women's Wear in July, "Me "And My Girls", which shows that they are brave to pursue themselves and not stick to the real life attitude, and has also triggered extensive discussion on social media.

In addition, the new retail model advocated by Ali in recent years is also suitable for Tmall's traditional women's wear.

Evelyn, also one of the top 10 Tmall women's wear brands in 2017, has gradually changed from a traditional retail channel as the king to a consumer demand as the core. This traditional women's clothing brand, which focuses on the design style of "light and graceful", has 1600 offline stores. Since Ali proposed the new retail strategy, Evelyn has followed the trend and opened smart stores to test new retail. In the 2018 Tmall 618 promotion, Evley's online and offline linkage only exceeded the monthly sales of last year in 10 days.

At the same time, Evelyn also concentrated on large-scale shopping with a large number of people on weekends Mall launched a unique Tmall flash store. On both sides of the store, there are new retail equipment such as clothing mirrors about two meters high. Standing in front of the mirror, you can choose your height and weight after taking photos. The fitting mirror will automatically generate virtual portraits similar to real people. The style of each garment will be automatically put on the virtual portrait, which has the effect of trying on real people. Compared with the store where the flash store is located, the performance of Evelyn store increased by 168% year on year and month on month.

It is worth mentioning that Tmall's Double 11 in 2018 emphasized the importance of Taobao live broadcast on Women's wear The importance of brand, and business self broadcast and talent live broadcast are two important components of Taobao live broadcast. Data shows that the number of businesses that launched live broadcast this year has increased by 300% compared with the same period last year, and the transaction amount of business self broadcast has exceeded 70% of the total Taobao live broadcast market.

During the Double 11, Taobao Live was upgraded to the version of Super Qualifying Competition to encourage Tmall clothing The brand creates new profit points through Taobao live broadcast, and cultivates consumers' familiarity with traditional women's wear brands. The rudiment of this strategy originated from the double 11 period in 2016. Zhang Dayi, an online celebrity, created a miracle of nearly 20 million sales through live broadcast for 2 hours. The mutual learning of traditional women's wear brands and Taobao online stores will help inject new vitality into the women's wear market.

From 2009 to 2018, from 270000 to 180000 participating businesses, Tmall's Double 11 is approaching the tenth anniversary. Tmall women's wear is also changing and developing. Some brands are leaving the market in dismay, and some brands are making brilliant transformation. However, it is up to the market and consumers to decide who will sit on the ultimate throne.