Taiping Bird Gold Ten Years: 520 Thousand To 818 Million

818 million, this is also the tenth double eleven miracle created by Taiping bird.

From 520 thousand in 2009 to 818 million in 2018, Taiping bird witnessed the pformation of double eleven from "singles day" to "electricity supplier Spring Festival".

One

"Two ten ten years, the most memorable is 2011, that is my first time to feel the power of the electricity supplier", Weng Jianghong, general manager of Taiping bird business division, told Lian Shang network.

In 2010, Weng Jianghong began to switch to the business department. The total sales volume of double eleven Taiping birds increased from 520 thousand to 3 million 500 thousand in the year, and by 2011, this figure has risen to 43 million.

"In the past, the electricity supplier was only a channel to sell inventory, but since 2011, especially since 2015, the role of digitalization in promoting the company has been particularly evident."

This push is reflected in performance:

The total sales volume of double eleven in the first year of 2009 was 520 thousand.

In 2010, the total sales volume was 3 million 500 thousand.

In 2011, the total sales volume increased by more than ten fold to 43 million.

In 2012, this figure increased to 76 million.

In 2013, Pacific bird sold its first 100 million to 138 million breakthroughs.

In 2014, this figure increased to 260 million.

In 2015, the total sales volume was 383 million, while the Pacific bird grew by more than 100 million for three consecutive years.

2016 is a new round of "explosion point" of Taiping bird eleven data, which has nearly doubled to 615 million on the big base.

In 2017, the total sales volume was 808 million.

In 2018, this figure finally fixed to 818 million, which is also the ten year growth of Pacific bird.

As of 11 24:00, Taiping bird achieved 818 million of the total retail sales, including Pacific bird.

Single day sales are third in men's clothing category; Lok ting and Taiping bird.

There are seven and eighth women's clothing categories.

Behind the rapid growth of Taiping bird is actually the brand development path of "slow carving" and "carving".

Two

"In the ten decade and ten years, the new economic situation and consumption situation are changing, consumers' minds are more mature, and the attitude towards greater promotion is more rational. What we need to think about is to return better".

Therefore, the Pacific bird still focuses on the three aspects of commodities, channels and marketing.

In the tenth double eleven, the Pacific bird debuted the 2018 Tmall double 11 global trend pageant, bringing the DISNEY collection by PEACEBIRD MEN X TUDES TUDES joint series. "We will also manage the commodities according to the search volume of the back stage backstage, and prepare for the early stage."

In fact, the reason why Taiping bird chose the first choice of the new product online is based on its huge number of fans. By the end of the press release, the search of Tmall's flagship store found that the number of men's fans in Taiping bird was 405 KMB, the number of Taiping bird clothing was 7 million 780 thousand, and Lok Chai had 10 million fans.

"Online data collection and analysis will be about 15 days faster than offline, and these 15 days are our opportunities."

Count 2018 pairs of 11 Taiping birds

Brand in the sale of goods, IP joint series accounted for 10.

By PEACEBIRD MEN X e TUDES TUDES joint series, double 11 exclusive launch of PEACEBIRD MEN x Han Han fire joint series, Taiping bird men's clothing also invited young actor Zhang Ruoyun to carry out 11 11 Product deductions; Taiping bird's clothing with the August end of the show's PEACEBIRD PEACEBIRD, Phoenix Phoenix Bicycle joint series and first of the Godzilla two two joint battle double 11; Lok Chai and the domestic artist Zhang Quan personal brand in the autumn in Paris fashion week goods collection of praise and tear joint series, as well as Disney Gao Fei Chai; cited Yi Lian Xi Xi, Huang Zitao and so on in the body of the new winter Coca-Cola brand series; Disney Disney Mitch 90th anniversary joint name... In addition to the 2018 Tmall double 11 global trend October 20th DISNEY collection

Through the multi gradient brand matrix and clear brand positioning, we can meet the needs of constantly segmenting and diversifying the new generation's consumption, and create the "burst money" effect.

"After 90 and 95, consumers buy clothes not just clothes themselves, but they also value the attitude of brand expression", which is why Taiping bird creates more explosive loans.

Three

In order to prepare for the double eleven, Taiping bird's clothing design center, Gao Yan, has to work for more than ten hours a day. "There are about 600 garment making samples in one year, and 4 of them are made in winter during the double eleven period". It is the production of such samples that has attracted a large number of loyal fans for Taiping bird.

Xi Xi is a VIP member of Le Chi.

"Even if my boyfriend will forget my birthday, he will not."

Every year, Xi Xi will receive the birthday surprise of Lok Ting during his birthday, thanks to the bird's attention to fan community marketing.

Taking Lok Cho as an example, the most important task this year is to make more ordinary users become senior members. In order to let fans often punch card shops, Lok Cho will enjoy 300 yuan and half price activities on the birthday month, that is, the maximum monthly allowance is 300 yuan.

At present, the business of Yue Ting is mainly divided into three channels, namely, micro Amoy, micro-blog and WeChat. "Micro Amoy is the main position of Tmall and the main means to attract new powder."

"

Through the "circle culture", Taiping bird maintained the old customers on the one hand. On the other hand, only 60% of the new customers entered the "double 11" period.

Four

Old customers loyal new customers soaring, which put forward higher requirements for Taiping bird's pre sale and logistics, especially during the double eleven period, it became a race against time.

"In order to double 11, we adopt 24 hour non stop scheduling mechanism, which is 10 times higher than the daily combat status," said Qi Ye, Minister of pportation management at CiDong logistics center. "We are expecting 10% of the manpower growth this year, and we expect to meet the 160% output.

This is Qi Ye's participation in the fifth decade in the past 10 years. From adjusting the printing method to selecting the sowing mode and optimizing the arrangement and management of personnel, Qi Ye is very familiar with the operation.

Unlike logistics and pportation, pre sales work is more about hand speed.

"During the double eleven period, there will be 2000 customer service consultation rates every day, 10 seconds and 1 pop-up windows, according to the 10 minute consultation market, which is equivalent to 333 hours."

Last year, double eleven, Wang Jianquan still took part as a former sales member.

"That night, the entire office, hundreds of computers, all are crackle super high speed keyboard sound, super spectacular.

One night, the entire screen was drowned by the dialog box. Wangwang displayed 99 messages at most, and the logo on the desktop always displayed 99+. It was very normal to work for more than ten hours or even overnight.

Wang Jianquan, the leader of this year's eleven, is also ready to fight.

Five

From selling stocks to special offerings on the launch line to increasing the proportion of online and offline businesses, today's Pacific bird is trying all channels and new retail outlets and making new attempts and explorations in the role of e-commerce.

In fact, Taiping bird is a typical witness of the development of the electricity supplier and a typical representative of the supporters. In the past ten years, it has been the golden ten years of Taiping bird development. "From the original sale of goods and inventory, we have increasingly regarded the electricity supplier as a platform for displaying brand power and commodity strength. This year, our Coca-Cola, Phoenix, MTSS, Disney and other joint funds are increasingly trying to start online.

In the past ten years, with the collection of data from e-commerce channels, we have been thinking about the return of retail. Data or technology makes efficiency more efficient, and the essence is brand power, commodity power and marketing power.