Vip.Com Makes The "Brand Sale Festival". This Time, Where Is It Especially?

Li Xiao (alias) for vip.com women's wear Department has been particularly busy in recent weeks: he needs 24 hours of seamless docking with the brand that he needs to connect himself with, and confirms with them that they are going to be on the line.

Every day is a continuous phone call, news and meetings.

In fact, he was busy in April.

But this year seems to be more stressful.

He said that from the strategic level of the company, this is because the "419 big promotions" in the first half of last year were upgraded to the "419 brand sale Festival" that he is preparing now.

From the perspective of his own work, it means matching the flow of "brand sale Festival" with consumers' expectations with better products and prices.

"Our 419 promotions are not the first time, but this year's activities will highlight the theme of" special sale ", and locate the brand sale festival to achieve" big seventy percent off, real benefits and no routine. "

Huang Hongying, vice president of vip.com, explained to interface fashion.

For consumers, e-commerce is not a new thing.

It is no exaggeration to say that all kinds of e-commerce holidays all year round have made people feel overwhelmed.

Some consumers even get to the extent of "talking about the color of the festival" and are disgusted with all kinds of festivals.

A very important reason behind this is that many platforms have made the sale promotion activities more and more complicated. Even if customers are enthusiastic, they can not help complaining Tucao.

Although the platform for making festivals in the industry has increased year by year, it is generally difficult to harvest influence and positive word of mouth.

Or, some festivals are moving away from the original intention of the consumers.

But in other words, it also calls for another demand: consumers need a "simple", "rude", "direct" buy low price good goods business holiday.

Just, how to choose goods, how to talk about low price for the platform is a certain threshold of operation.

Vip.com, a special seller, chooses its goods and talks about its price.

Its ability to control goods and negotiate prices, complex supply chain management capabilities, the ability to wear apparel and other non-standard products, and the large middle class customers are all the 419 brands to sell.

"Many of the buyers of vip.com are from the retail industry and have a solid foundation to ensure that we communicate with suppliers more efficiently.

Because not all brands can play 70 percent off, they can participate in the sale, "vip.com insiders said.

Interface news has been mentioned in previous reports. In the past few years, vip.com once wanted to tear off the "special sale" label and pform the whole category of e-commerce platform.

However, since the second half of 2018, vip.com has returned to the strategy of sale.

"Now, vip.com is very clear about who we are and what we have." Huang Hongying, vice president of vip.com, said: "vip.com is very clear now, that is, we want to really do our best in terms of ingenuity, long-term and solid, and interpret the four words" brand sale "to the extreme.

From the perspective of corporate strategic adjustment, this "return" is crucial to vip.com.

Although the company achieved a profit for the 25 consecutive quarter based on its pre audit report for the fourth quarter of February 2019 in fiscal year 2018, a company that has entered a mature and stable period still needs to actively look for new growth points to maintain substantial growth data.

It is not hard to see that the sale was once the strength of vip.com, and the future will still be its growth point.

Such a judgement is in line with the changing trend of the current consumption environment.

From the perspective of economic growth, China's GDP in 2018 increased by 6.6% over the previous year at a comparable price.

In this context, consumers will be more sensible and smart when choosing products.

Vip.com and Tencent news jointly released the China family smart consumption report, Nelson research data show that "cost performance" has become a key factor in online shopping decisions.

Among the second tier cities, users are more sensitive to price and pursue "buy well, buy less, but buy well".

This means that the sale mode can further explore the possibility of a second tier city user market.

The sale will also help vip.com continue to expand the low line market, which is the most promising emerging market in the retail industry.

One premise is that in recent years, with the further popularization of the Internet and mobile Internet, the degree of electricity supplier's sinking has deepened.

Nelson data show that China's four or five line city electricity penetration increased by 10%-15% in 2017.

At the same time, the consumption habits of consumers in China's three or four tier cities and towns are constantly moving towards consumers in the second tier cities.

They have shifted from choosing brands that are not brand names or brands to favor department stores or even luxury and luxury brands. The frequency of consumption has shifted from low frequency to high frequency, and consumption concept has been escalating.

Brand sale, or special sale of electricity providers, is the most cost-effective channel for people who have strong demand for consumption upgrading to contact brands and experience brands.

The new opportunity of sale to vip.com is not only related to consumers.

As an electronic business platform, whether we can get differentiated and high quality goods is the core of vip.com's sustainable development.

The sale gave vip.com and suppliers the possibility of further cooperation in terms of quality, price and differentiation.

Vip.com, as a special selling platform, provides channels for brands to clear inventory items.

As clothing products, inventory is bound to exist, and the brand also needs to increase turnover.

Women's clothing brand ochirly electric business leader told the interface news.

As a medium and high-end fashion brand that carries out retail business online and under many channels, ochirly expects different channels to have clear positioning and not to conflict with the positioning of the main product line, but also to sell stocks and special new products.

This is the common aspiration of a high-end brand, because inventory and cheap goods make it easy for people to associate words such as "clearance" and "sale" with the brand's high-end image.

From this point of view, vip.com is not only the most mature sale platform in the market, but also with the established market recognition and reputation, it is separated from more and more "clearance" platforms on the market.

"It emphasizes quality and selection. These are the advantages, and why we only choose to cooperate with vip.com in special sale channels."

The foregoing ochirly electric business person in charge added.

And from the supplier's point of view, vip.com, as the forefront of China's user activity, has the power to deliver big data to partners.

Coupled with its thousands of senior buyers team, cooperation with them is a good choice for traditional brands to optimize the supply chain.

Specifically, the analysis and interpretation of big data, with the understanding of buyers, can help brands start from the perspective of time, region, consumer group portrait, and more efficiently and efficiently digest inventory.

At the same time, this information also allows the brand to consider opening up a more profitable production line by means of the platform, such as customization, special contribution, and so on, so as to enhance the efficiency of the supply chain.

In fact, the 419 brand sale Festival is also a training exercise after the vip.com strategy return, or the results show.

Consumers will be able to intuitively feel that there are a large number of brands participating in the festival, many of which even participate in the "70 percent off Cap" activities, and can buy more famous brands and "sharp goods", among which there are brand exclusive contributions.

If there were consumers who had participated in vip.com's big promotion in the past, they might feel that the discount was even greater.

At the same time, consumers may also perceive that, compared with the usual sale of vip.com, the goods on sale festival do not seem to be so difficult to grab.

According to the data of vip.com, the whole sale festival activities only include more than 100000 commodities on women's wear category, including 8000 new spring and summer styles. From the perspective of the whole category, the amount of vip.com's special contributions will exceed 150.

At the same time, for all goods, vip.com emphasized that "deepened the stock".

In other words, the concept of vip.com's "special sale" that emphasizes good goods and good prices will be pmitted to consumers through high frequency, high intensity and multi form through this sale.

In the process of preparing this series of activities, vip.com also passed the idea of return to sale and sale to suppliers.

"We talked to them about our strategic pformation in return sales, and each brand will have a clearer understanding of us, which will provide us with a lot of goods that can be done with great strength, and there will be more resources and volumes," vip.com insiders said.

"The first time that vip.com made this brand sale Festival is actually a determination and sincerity," said vip.com vice president, Hongying. "This festival is only a milestone for vip.com to make a brand sale. We hope that with the ingenuity, we can really sell the brand to the consumer's value, do it deep and do it for a long time, and really do the user's heart."