Double 11 Performance Has Reached A New High. What Exactly Has Semir Done?

Introduction: in the past two eleven Li, Semir electricity supplier set a new record of double 11 single day trading volume with 1 billion 380 million. Among them, children's wear brand balbala 2019 Tmall double 11 single store turnover of 510 million yuan, for 5 consecutive years, won the first maternal and child industry! Baby brand Minibalabala ranks fifth in Tmall children's clothing with black horse.

Semir's main business is Semir, Barbara, MiniBalabala, Glemall, BADIBADI and other clothing brand operators.

This year's double 11, Semir electric Semir, Barbara, Minibalabala and other brands were invited by Tmall. Alibaba Set up a business war room. Double 11 countdown less than 4 hours, Alibaba Group Chairman and CEO xiaoxiaozi (Zhang Yong) walked into the Semir business live room, together with Semir electric business general manager Shao Feichun, online interaction with consumers, jointly extracted lucky viewers to send golden red envelopes. The atmosphere of the live broadcast reached a climax when Xiaoyao came out, and the number of simultaneous online hit a record high, which helped Semir electric business to double 11 sales in 2019.

Semir electric double 11 performance continues to grow behind, what exactly have they done right?

01.

Cross border IP helps upgrade products

Along with the wave of consumption upgrading, the consumption demand of young group is constantly changing as the main consumer. For young consumers, "price" is no longer the most important index affecting consumer behavior, they are more concerned about product quality and design connotation. So, how does Semir electric business take the "product strength" as the core, and upgrade the brand competitiveness through product upgrading, so that the brand can be recognized and favored by young consumers?

1, Barbara joined the classic IP, playing cross border joint name! As the first brand of children's clothing market in China, balbala has always insisted on the ultimate pursuit of product quality. The new feather series launched on the eve of double 11 is not only filled with special technology of lightweight fabrics and high fluffy 90 velvet, but also lighter in warmth. It also adds a lot of dazzling black Technology: for example, one product uses imported environmental microcapsule temperature control material, the temperature control is 31 degrees, and the color changes with the temperature.

This year, Barbara has also worked with many Chinese and foreign children who love IP. Among them, after 18 years with the IP series "the great sky" jointly launched for 20 minutes, the main push was sold out. This year, 11 Barbara broke through the iteration, launched the havoc of the heavenly palace paternity series, and achieved good results, creating a new national tide. In addition, balbala follows closely the current hot spots, crossover movie circles, and the National Day gift film "climber" and animated cartoon "ugly doll" have deeply cooperated and launched the joint name. Barbara X "climber" IP series is even ranked in the front row of Tmall double 11 pre-sale children's clothing down jacket, it can be described as a transboundary example case. With the arrival of the Chinese rat year, Barbara will also launch the New Year greeting series with Disney IP Mickey Mouse.

(Barbara Shanghai fashion week)

(Barbara's havoc in the heavenly palace Series)

2, Semir design continues to upgrade, youth force to the world! As a hot brand nowadays, Semir has been upgrading its product design and upgrading in recent two years, plus a series of cross-border joint names favored by the Z generation, which has made Semir shine in all fields. In April this year, Semir joined forces with Tmall to launch the national tide cuisine series with the original designers of the 6 major cities. In September, it built the SMART YOUTH series with the Chinese new generation design force DUMPTY, and joined hands to honor the HONOR landing in the international fashion week of Milan. At the same time, on the eve of double 11, Semir launched a brand new cross-border joint series #SEMIR X Mei Hua X GINNY HILFIGER, the Chinese youth series, and launched the 2019 double 11 opening ceremony. This series is inspired by the flow male god Xiao war and the youth idol Terry Chui upper body deducts the big show the same money, once in the fans circle raises the intense attention, only two 11 pre-sale period, this series of sales sold out completely. The success of this wave of product upgrading has also accumulated strong potential energy for Semir's double 11 performance.

(Semir Milan fashion week SMART YOUTH Series)

(#SEMIR X plum blossom X GINNY HILFIGER Chinese Youth Series)

In addition to constantly attracting the attention of young people in the sense of fashion sense of products, Semir also focuses on upgrading product quality and enhancing the brand's influence on "daily wardrobe" in young consumer groups. In 2019, the launch of the SEMIR BASIC series focused on building quality standards, integrating quality into daily life, and interpreting Semir's brand concept, which successfully helped Semir become a "fashion" + "quality" two-way brand of domestic products.

02.

Marketing innovation to enhance customer experience

With the rapid development of the Internet, consumers' pursuit of quality, diversification and individualization of consumption demand has been deepened. The consumption group of young Z generation represented by 95 and 00 has become the new main force of consumption. How to get the recognition of this group of young people is a very important thinking direction in brand marketing.

1, keep up with the new consumer track, open live short video marketing new play! As the new blue ocean of mobile marketing in the past two years, the live broadcast and short videos have become the battleground of brand marketing along with the maturity of Internet technology and the development of audience habits. Semir Electric's brand Semir and Barbara have always been the leader of brand business live broadcast. The Tmall double 11 Barbara is ranked first in the maternal and infant industry brand business live. Double 11 night, Alibaba group chairman of the board and CEO Xiaoyao (Zhang Yong) is the airborne Semir live broadcast room, online interaction with consumers, a record number of online live broadcast a record high. At the same time, Semir business live broadcast room also received the attention and report of the CCTV finance in Ali's stay, together for Semir electric 2019 double 11 strong help!

(Barbara is ranked first in maternal and infant industry brand business live).

The picture shows Semir's deputy chief executive Zhang Hongliang.

Short video performance is also quite dazzling, Semir electric 19 year shop head chart short video coverage rate increased by 136% over the same period, double 11 activities to increase efficiency over million! The volume of the video is over 3000W. Among them, Semir in May this year and jitter official line through the online linkage way, together to create a shaking in City city beautiful life festival, attracted a crowd of fashion makers to go around.

2, upgrade the consumer dialogue mode and bring the fashionable attitude to the world. As China's most popular YOUNG brand, Semir has become the "frequent visitor" of the four international fashion week in recent years. This year, we join hands with China's new generation design force DUMPTY to jointly build the SMART YOUTH series, and join hands with glory HONOR to jointly visit the official schedule of the international fashion week in Milan, providing a cool and cool scene intelligent experience for the global trend youth. The Z generation's attitude towards Chinese youth has been brought to the fashion week of luxury brands gathered in Milan. Meanwhile, the brand of children's wear Barbara has been the three KIDS WEAR opening show in Shanghai fashion week. In the second half of the year, a children's down fashion show with the theme of "new plume" attracted the attention of the whole audience with the innovative product design of the frontier and the popularity of the stars. The flow of micro-blog + jitter dual channel reached 130 million +, which triggered widespread discussion in the whole network. It accumulated a lot of topics and brand concerns before the double 11.

(Semir landing international Milan fashion week)

3, extreme VIP double 11 ahead of schedule shipment 2, to enhance customer experience!

The original intention of early delivery of double 11 pre-sale comes from the initial business of sun Ma electric business, "creating a better life for customers and employees". Double 11 logistics has always been a serious problem. There are such problems as slow delivery and long waiting time, which make consumers very puzzled. This year, the advance sale of goods in advance is 2. It is a constant breakthrough in innovation, and dare to walk in the forefront of the industry, expanding the scope of early shipment. In order to provide advance delivery service for VIP customers without paying the final payment, Barbara issued more than 30000 orders for advance delivery only during the pre-sale period. Double 11 did not arrive, first delivery arrived. This "credit consumption mode" has greatly enhanced the VIP customers' brand shopping experience and has become a classic Benchmark Case in the industry.

(Semir electric general manager Shao Feichun talks about 2 ahead of schedule)

03.

New brands and new products show initial success

Along with the segmentation of consumer groups and the difference of consumption demand, Semir electric business has carried out the planning and layout of multi brand, expanding category and all channels on the basis of the original superior brand business. With the rapid development of Semir and Barbara, the product matrix, which covers all age groups and different consumption needs, is more fully deployed and filled and optimized quickly. It is understood that at present, Semir electric business layout includes underwear, shoes, bags, children's shoes, home textiles, paper towels, make-up and other clothing categories, designed to provide consumers with one-stop shopping convenience.

(Semir Electric's brand cluster)

The layout of Semir electricity supplier on the new category plate has been verified in the double 11 activities. Balbala children's shoes Tmall double 11 single store performance ranked seventh in Tmall's children's shoes list.

What is more noteworthy is Semir Mini Balabala, which is the baby incubator of the independent business incubator. Through product iteration and cross-border joint name, it accurately adaptable different user needs to meet the consumption preferences of young mothers nowadays. At the same time, we should seize the net red economic outlet and work with Taobao TOP anchor Chen Jie Kiki to open up a new live broadcast method for e-commerce. Together, we will create the "experience + service + interaction" network marketing way, which fully mobilized the desire of consumers to buy, buy and buy. Mini Balabala this double 11 to Tmall single store 103 million of the proud achievement of Tmall children's clothing TOP5, really a dark horse for the industry!

(MiniBalabala& Disney Mickey authorized cooperation Series)

As an electric power company running continuously in double 11 battlefields, Semir electricity supplier It has become the benchmark and backbone of the industry, and believes that its future is more worthy of expectation.