Ten Years, How Do You Sell Eleven Pairs Of Best Clothes?

The core tip: by 2018, double 11 has gone through ten years. An ordinary day has completed the pformation from "singles day" to "electricity supplier Spring Festival". Consumers' favorite purchases are also changing quietly.

However, some of the rankings remain stable.

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Beautiful makeup.

You can almost always see the familiar brands: UNIQLO, Vero Moda, Only, Hai Lan's home, Jack Jones, etc. some brands always top the list. For example, UNIQLO has ranked first in women's clothing in the past three years, and the position of the first place in the last three years. Jack Jones has won the top of men's clothing for three consecutive years, and has never dropped the top five for many years.

Double eleven is the most passionate morning. Did you feel cool last night?

No need to think, although in recent years, many people have said that they should tighten their purses in double eleven, but once a zero point, there are still some people who can't help chopping their hands.

Otherwise, on 2017 double 11, the sales volume of the whole network will not reach 253 billion 970 million yuan, of which Tmall is 168 billion 200 million yuan.

By 2018, double 11 has gone through ten years, and a common day has completed the pformation from "singles day" to "electricity supplier Spring Festival". Consumers' favorite purchases are also changing quietly.

However, some of the rankings are always stable, that is women's wear, men's wear and beauty make-up.

You can almost always see those familiar brands: UNIQLO, Vero Moda, Only, Hai Lan's home, Jack Jones, etc. some brands always top the list, for example, UNIQLO has ranked first in women's clothing in the past three years, and the position of the first place in the last three years. Jack Jones has also won the top three men's clothing for three consecutive years, and has never dropped the top five for many years.

Some brands rank slightly, but they always get into the top ten.

L'OREAL has been hovering between fifth and ninth in the past six years. The Pacific bird has been back and forth between men's wear second and sixth in the past seven years. Only has been in the first ten years for seven years in a row, and in 2016 it has become second for women's wear.

Generally speaking, the existence of traditional brands is more and more strong on women's wear and beauty sales list, but the advantage of the first brand is weakening.

Because men do not have many brands of Amoy brands, the men's wear market is the competition between traditional brands from the beginning.

These top students, like the children next door to your class, have always been strong. They all have their own magic of ranking.

The women's clothes C grabbed by the brand and the traditional brand.

UNIQLO's sales during the double 11 period were very strong. It only joined the battleground of double 11 in 2012.

In 2014, UNIQLO jumped to second of women's clothing sales and began to rank first in women's clothing sales for three consecutive years from 2015.

Before UNIQLO did not enter, the top five of women's wear category sales during the double 11 period was actually occupied by the brand.

In the four years from 2009 to 2012, the top brands of women's wear sales were brand names such as Han dresses, Artka arkas, Yin man, rash and silk.

These women's brands, which were born on the line, are both the indigenous people of Taobao and the main target brands of consumers in Taobao or Tmall mall, and naturally become the main players of early double 11 activities.

UNIQLO's strong entry has changed the pattern of double 11 women's clothing.

Although the ranking of Han Du's house has not dropped out of the top five in recent years, the brand names such as Ru Bo and Yin man have disappeared from the list of recent two years.

The disappearance of the Amoy brands from the 110 strong sales list reflects the embarrassment of the Amoy brand in recent years.

Compared with the traditional brands such as UNIQLO, the brand operation ability and supply chain management capability of Amoy brand are relatively weak, but because of the opposition between the early traditional brand and the electronic business platform, the Amoy brands on the electricity supplier can get the same online.

The big cake of the market.

With the gradual integration of traditional brands and e-commerce brands, Amoy brands

The share is constantly compressed.

After 2013, the main business revenue has experienced three consecutive years of decline. The main reason for the split is that the traditional offline clothing brands diverted the user traffic of the electricity supplier platform, and this diversion is very evident in the disadvantageous trend of the 11 times Amoy brands.

For example, UNIQLO has bright sales results during the double 11 period, first of all, because the brand itself has strong appeal online.

In 2002, UNIQLO, which opened its first store in China, has accumulated a large number of customer groups. The brand Tmall Mall attracts both new online customers and original customers.

People like to pick up UNIQLO in double 11, because UNIQLO's basic style is practical and not easy to be out of date.

In addition, many of the shelves used by UNIQLO during the double 11 activities are very practical in winter, such as fleece jackets, down coats and thermal insulation.

And so on, fit the needs of consumers.

UNIQLO Shanghai Nanjing West Road flagship store, Photo Gallery: UNIQLO

But the main reason for UNIQLO's breakout in double 11 is that the price is enough.

On the question of "why 11 pairs of people are fighting for UNIQLO", the most common answer is UNIQLO's "little practice and sincerity".

UNIQLO's original price tag of half off plus coupons and Tmall coupons is not only the lowest brand in a year, but also one of the biggest discount brands in Tmall mall. Consumers' eyes are bright.

And if UNIQLO is the school champion in dress category, the Only and Vero Moda belong to the Danish Bestseller bestseller group. That is the kind of student who always says he has not reviewed, and the result is still very good.

They never seem to show their true colors. In recent years, as the young people in the north have already had more fashion choices, Only and Vero Moda are not the most popular brands in the first tier cities.

But in fact, in the three or four line market that Zara and other fast fashion brands have not yet expanded significantly, Only and Vero Moda, which have the predominant advantages, still have strong consumer base and channel advantages.

According to the data from consulting firm Ou Rui International, since 2010, the Only and Vero Moda parent group has ranked first in the Chinese apparel market for five consecutive years.

These two brands have a large consumer group. These consumer groups help Only and Vero Moda become frequent customers in the list of double ten women's clothing sales list for the past ten years. They have followed a lot of online migration of the brand's digital pformation.

Men's clothing market recognised younger brands

Compared with the fierce competition in the women's clothing market, double 11 men's clothing sales ranking fluctuates little, now can let men's clothing from many brands to highlight the tight encirclement is the brand power foundation.

Hai Lan's home in 2016 only ranked ninth in the 11 men's wear sales list, and jumped to the top of men's clothing sales in 2017.

The huge increase in sales has nothing to do with the update of Hai Lan's brand image. Since 2016, Hai Lan home has been working with Lin renovation. The new spokesperson and brand advertisement have made the brand look younger and attract more young consumers.

In recent years, Taiping bird, which ranks among the top 11 men's clothing sales, is also a member of the younger army. Its brand has changed from 2008 to a younger consumer group.

Taiping bird told the interface news that consumers are inclined to have more unique design and high quality goods. Therefore, the brand from the beginning of the "double 11 discount" is the main focus instead of double 11.

Tmall told the interface news that the double 11 ranking reflects the usual ranking in a certain degree. "Now the sales are no longer a single fight, it is the comprehensive strength of supply chain capability, response speed and consumption insight, so double 11 good sellers are also among the best in the whole year."

In addition, the key to making men's sales increase significantly is the intensity of discount.

Although double 11 activities are all discount, full reduction, multiple discount, coupons and gift giving, the strength of the discount has a direct and important impact on the sales volume of the brand.

Let Hai Lan's home become the first brand of double 11 men's clothing sales in 2017. It may be the brand promotion activity called Tiger crazy forum, which is called "Crazy". That is, the amount of a single order payment is actually paid 600 yuan. The first 1000 sent IphoneX the right to use life, the upgraded version of Tmall spirit and the whole lot of 600 yuan no threshold coupons. This activity triggered a large number of consumers to pay within just one second after zero crossing, and the sales of Hai Lan's home market rose sharply.

For many years, GXG, who sells the top ten list of the 11 men's men's clothing for many years, told the interface news that the double 11 activities of the brand have become more and more simple, that is, in order to enable consumers to calculate the activity discount more simply and conveniently, because the simpler and the greater the discount, the more attractive the activity is.

"The most attractive activity is free of charge.

But at present, Tmall has totally banned the form of free form activities.

GXG told reporters on the interface.

In view of the double 11 prohibition against single business, Tmall said to the interface news that such pactions violated the basic principle of commodity value trading, and could easily lead to disputes between buyers and sellers and abolish the long-term interests of merchants.

Although the exemption from single activities has been abolished, it is easy to see that consumers in double 11 are most concerned about price concessions or even potential "free".

The strength of digital marketing determines the performance of cosmetic brand.

In addition, the intensity and pattern of digital marketing also have a great impact on the sales of brand 11, and this is also a great influence on the rankings of cosmetics.

From the sales ranking of the beauty brands in the past 11 years, the gazelle and CHCEDO are always the top ten brands in the list of the top ten brands.

The other top ten seats were dominated by international brands such as L'OREAL, OLAY, Estee Lauder and so on, of which SK-II has sprung up in recent two years.

These brands are well versed in the way of digital marketing.

The hundred antelope is a brand that plays a good role in digital marketing. Its digital marketing has grasped its historical and Oriental elements.

In the first two years of the past 11 years, the hundred antelope launched a series of digital advertisements such as "1913" and so on, and launched a limited product with Chinese elements in collaboration with the chief designer of the the Imperial Palace cultural jewelry, and launched a limited product for the two yuan crowd, attracting a great deal of attention in social media.

SK-II ranked second and fifth in 2016 and 2017 respectively. In addition to the word of mouth promotion of "fairy water" with the help of network Hongbo master, the brand double 11 also made great efforts in digital marketing. It occupied almost every day in Taobao mobile phones and PC terminals.

Nowadays, big data is playing a more and more important role in brand launching and digital marketing.

Double 11 beauty makeup sales ranking 100th of the gazelle is relying on big data, draw the future brand consumption potential of the largest customer group between 18 and 22 years old, so for this part of the crowd has made a series of youthful and two yuan digital marketing, and the introduction of new products such as air cushion Foundation.

The advertisement of "1931"

L'OREAL group also told the interface news that one of the key strategies of the group's electricity supplier is to make accurate insights on consumers based on big data, so as to promote product and marketing innovation.

Recently, L'OREAL and Tmall signed a collaboration on data-driven innovation, writing the first white paper on men's cosmetics in China's cosmetics industry. The emerging market of men's cosmetics has become a further area for L'OREAL to expand.

This shows that the power of big data to brand is long-term, not only in the double 11 period.

In addition, clothing and beauty brands compete to catch up with the "new retail" car in the past two years. The new concept put forward by the Alibaba in 2016 first appeared in double 11 in 2017, and soon showed great potential.

L'OREAL group has also added chips to new retail gameplay since 2017. This year, its six brands, Maybelline, Shu Mu Hsu and Lancome, have opened a flash store in Beijing, Shanghai and Hangzhou. Saint Laurent beauty makeup, Li Quan and Yuesai have also launched vending machines, attracting consumers' attention online through artificial intelligence, AR, VR and other technical linkage online and offline, so that the online market can be driven together in double 11 and peacetime.

Zhang Chengliang, platinum and Hui partner of brand and marketing consultancy company, said that the ideal state of double 11 is the mutual drainage and promotion of sales under online and offline rather than one-way, because the entity store and the electricity supplier are complementary rather than mutually exclusive relations. Prophet

Unlike the e-commerce platform, which focuses on the completion of pactions, entities can make consumers better interact with brands and immerse themselves in the experience scene of brand building, which is very important for promoting brand growth.

During the double 11 period, when consumers' demand for "discount" and "experience" has been satisfied, the probability of buying goods will increase.

Generally speaking, double 11 is the display of comprehensive strength.

In fact, whether women's wear, men's wear or beauty makeup brand can succeed in double 11 is not only because of the "discount" or "marketing" means, but also because of their excellent comprehensive strength.

It is easy to see that almost all of these top brands are catching up with market changes and making preparations.

For example, last year, when the new retail fire started, UNIQLO immediately launched a double 11 line discount store in 2017. Consumers could buy 11 double discount goods in advance and provide online shopping line self service, so that the sales of new zero sales at noon on the double 11 increased by 10 times compared with usual times.

In addition, UNIQLO and bestseller group are keenly aware of potential social shopping.

Double 11, the "electricity supplier Spring Festival" will not only be a player in the Alibaba, except Jingdong, a new leader who is threatening to socialize WeChat.

The Only group, WeChat Moda, JACK & JONES, and so on, have reached a partnership with WeChat, which has launched a WeChat discount mall which includes all the brands of the group. The discount rate is very large and the discount of Tmall stores is not inferior to that during the double 11 period. A lot of netizens on the bean paste group said they wanted to make several brands of wool after finding the WeChat WeChat mall.

WeChat discount shop

UNIQLO has invested in WeChat's embrace this year, and social networking shopping will be the trend of the electricity supplier.

UNIQLO upgraded WeChat small program store to WeChat official store on the eve of double 11. The brand cooperation designer Alexander Wang's cooperation HEATTECH thermal underwear series also started in WeChat small program. Many Alexander Wang fans turned to Tmall mall from the Tmall flagship store in order to take the lead in buying goods.

In addition to turning to WeChat, UNIQLO launched the brand official flagship store App in November 1st, which is another platform that can get the first Alexander Wang cooperation series except the small program mall, which has also attracted a lot of traffic for App.

UNIQLO told the interface news that the flagship store on the palm is part of UNIQLO's global strategy "bright plan". Tmall is still an important and strategic partner of UNIQLO, but outside Tmall, UNIQLO also hopes to get through the UNIQLO's own digital platform to get through the line and offline.

Zhang Dayi participates in double 11 activities in 2017

In addition, a sufficient number of fans or consumer base is also the reason why brands can break through in double 11, which is also the foundation of the online market.

For example, net red Anna shop "ANNA IT IS AMAZING" and Zhang Dayi's shop "my happy Wardrobe" both entered the list of top ten women's wear sales in 2017, and became a dark horse in many traditional women's clothing brands.

Zhang Dayi and Sydney, such as Sydney, have their own topic of conversation. At the same time, they often interact with consumers through video and live broadcast, increasing the stickiness of consumers through interaction, and realizing the realization of net red commercial value through Taobao stores.

However, the supply chain of net red shop is relatively weak, and the "Madam Qian" shop of Sydney failed to enter the top ten of women's clothing list last year because of insufficient supply.

However, what can not be ignored is that although all brands are trying to attract consumers to make strange moves in double 11, the total turnover of double 11 is increasing year by year, but consumers' willingness to purchase double 11 seems to be weakening.

The growth rate of double 11 sales dropped from 50% in the first few years to 39% last year. Huatai Securities expects that the total turnover of double 11 will be between 30% and 35% this year.

In addition to the impact of the overall economic environment, consumer sentiment in the doldrums is mostly due to the increasing number of businesses in the double 11 period.

Many stores have raised the prices of goods before and after double 11. Therefore, although there are many discount activities during the double 11 period, the prices of some commodities are even higher than usual.

This year, according to the expectation, people want more commodities that meet the needs of rigid demand.

GXG said to the interface news, brand observed that consumers began to pursue more cost-effective, and because consumers know about double 11 activities, they prefer to finish the price close to the end of the double 11, and then purchase goods.

After all, the goal of the double 11 period is to increase sales and brand marketing, while consumers only want to buy the most cost-effective products.

In order to achieve a balance between the two brands, we can laugh at the last 11 activities.