How Is This Year For The "Handu Clothes Houses" Under Double 11?

The day of Double 11 has just ended, On November 12, the 2018 Marketing Plan from inside Handu Clothing House It is forwarded in e-commerce groups. Its value is not only reflected in the guiding significance of goods, communities, brands, data and other aspects of the program, but also provides a new perspective in the position of businesses, helping us to examine the evolution process of Internet brands on the platform and the future in the past ten years.

　　 From shock to familiarity to boredom, behind the "big numbers" of Double 11

For 10 years, almost every report involving Double 11 has failed to get around a dazzling number in the first paragraph of the article. In the title of almost every report, before or after every number, there will be a word that makes people more familiar with fatigue - breakthrough.

Even though our sensory system has long been immune to the data often expressed in "hundreds of millions", even though it is increasingly difficult for us to distinguish what these data represent.

　 So, what have they broken through——

At 02:05, GMV exceeded 10 billion, 56 seconds faster than that in 2017;

At 47 minutes in an hour, the sales exceeded 100 billion yuan, 7 hours faster than last year;

At 22:28, for the first time in history, it broke the 200 billion mark

The final point of these figures is nothing more than that: in Ali's eyes, the biggest enemy is/always/always/always his own last year.

If we say that every year on the Double 11, Tmall is chasing the shadow that represents the fastest record in the racing game. Then the brand doing business on Tmall is playing a real F1 game: with good technology, the novice can also be dressed in a yellow robe. If not, the old driver will also fall into the gutter.

In 2009, when Zhang Yong first proposed "what to do in November", 27 brands participated. In 2018, the number was 180000. In the past 10 years, every self correction of Ali has affected the ecological living environment.

In this desperate struggle for survival, the most typical group is the Internet brand growing with the platform. Three squirrels, Yujiahui, Puppy Electric Handu Clothing House Wait, they have linked up the various stages of platform development in various categories.

The story starts with "Let the world have no business difficult to do" and talks about "new retail". The reality has changed from traffic dividends to thousands of people. Many people are concerned about one thing: under the changing rules, they gradually leave the spotlight. How are you today?

On November 12, the "2018 Marketing Plan" (attached at the end of this article), which flowed from the inside of Handu Yisha, was forwarded in various e-commerce groups. Its value is not only reflected in the guiding significance of goods, communities, brands, data and other aspects of the program, but also provides a new perspective in the position of businesses, helping us to examine the evolution process of Internet brands on the platform and the future in the past ten years.

Traffic: the contemporary dilemma of Chinese Internet enterprises

According to the data released by Ebon Power in 2017, clothing accounted for more than 25% of the sales on the day of Double 11. Compared with 3C products with high customer orders, the high proportion of this category is undoubtedly the most intuitive manifestation of the strong purchasing power of Chinese women.

In the eyes of straight men, besides being keen on buying, another important label is fickle. Their shifting preferences in brand and style have contributed to the emergence of roles under the spotlight on the Double 11 every year.

Before 2009, most traditional brands had not been "shocked", and many Internet brands such as Ripper, Inman, Aka, Green Box and Qigege had sprung up, among which Handu Clothing House had the most outstanding achievements.

In 2012, Taobao Mall officially changed its name to Tmall. In the six years since then, Handu Yisha has successively ranked first in the overall ranking of the whole network. In 2014, it won Tmall's first "Grand Slam" of the whole year, Double 11 and Double 12.

In 2018, many people's impression of most Internet clothing brands has gradually faded, and the passing of the traffic dividend period has increased the cost of customer acquisition. New entrants hesitated in the face of expensive traffic, brands most familiar with online sales logic, and content marketing in the era of mobile Internet are also unfamiliar. Compared with paid promotion channels such as drill shows and through trains, thousands of people and thousands of faces display spaces are more suitable, but become shackles.

In the past Double 11, Women's Top 10 list, the most familiar pure Internet brand left only Handu Clothing House - this is the second year. At the same time, the data shows that they are also the best selling Internet brands in all categories.

The once common Internet brand model is no longer applicable to Handu Clothing House Can the Handu Yishe model in this era be applied to other brands doing business on the Internet?

Handu Clothing House Model: A Winter Guide of "Following the Trend"

The media commented on Ali's three most important impacts on the global retail industry in the past 20 years: "transforming infrastructure, reconstructing value chain, and improving circulation efficiency (of goods and information)."

Cheng Lingfeng pointed out many years ago that the whole secret of Alibaba's business lies in "following the trend". When encountering the imperfect link of the real economy, Alibaba did not choose to bypass it, but designed its own scheme to transform it. The lack of trust in the transaction led to the establishment of a secured transaction system; The payment experience was poor, so I cooperated with the bank to make quick payment.

　 When we saw the marketing plan of Handu Yishe, we found a very similar idea to Ali's——

The choice of traffic bottleneck period: "Taorun plan" or fan oriented?

When socialization has become an important content communication channel between brands and users in the mobile Internet era, some brands have chosen to go offline to find unfamiliar potential growth points, while Handu Yishe has firmly followed the trend. In addition to making efforts on Alibaba's WeChat Taobao, the first front line of sales (in 2016, it became the first brand in Taobao's entire category to exceed 10 million yuan), it has also achieved consumer interaction in content marketing and potential customer management in member marketing on another important "private domain traffic" front - brand number.

At the same time, Handu has built its own WeChat community system, effectively improving the single customer economy, and meeting the multi category purchase needs of fans. With the development and application of fan tagging system, other categories can also be accurately recommended according to the actual situation of fans. Korean online celebrities in the community are built to have personality, emotion, collocation and understanding fashion The three-dimensional image of the interesting and beautiful exclusive Handu Clothing House. They cooperate with the Double 11 products to provide daily living materials, such as pets, social networking, travel, fitness, CP and other content that fans are interested in, attracting fans' attention and followers.

　　 Online and offline The deep cultivation of multiple platforms throughout the network has finally accumulated more than 60 million fans for Handu Yishe. These fans have become the foundation of sales volume and brand influence of Handu Clothing House.

How to accurately improve the selling out rate: big data oriented

The sales growth of Handu Clothing House cannot be separated from its own big data based Business intelligence system 。 This system can analyze the dynamic ranking of commodities according to a certain algorithm based on various operational indicators after the commodities are put on the shelves 。 It only takes 3-5 days after the product goes on sale, and operators can quickly judge whether the product needs to participate in activities? What kind of display position should be arranged in the store? Do you want to promote? Do you want to adjust the price? It runs through all the links of Handu Clothing House. With the help of this system, the quarterly selling out rate of Handu is usually more than 95%, while the average selling out rate of the clothing industry is only 60%.

The 10th Tmall closed on the Double 11, Handu Clothing House Becoming the only Internet brand in the Top 5 list of the industry, 6000w fans and big data business intelligence system are their guarantee to deliver satisfactory answers in the new retail era. However, for other Internet brands, the future is not optimistic in the face of the disappearance of traffic dividends and the combined squeeze of traditional offline brands. For these brands, the model of Handu Clothes House may not be replicated, but the operation model behind it in terms of goods, stock, community, brand, data and other aspects may provide some reference for other "Handu Clothes Houses" in the cold winter.