"Double 11" Camel Electric Business Has Won 490 Million Yuan, And Men'S Shoes Category Has Won Nine Consecutive Championships.

In 2019, Tmall's "double 11" day turnover was 268 billion 400 million yuan, more than 2 last year. One hundred and thirty-five Billion yuan, once again set a new record. Worth follow It is during the ten years of Tmall shopping carnival that camel electric business has maintained a good record.

According to the camel official release of the battlefield data, in November 11th this year, camel electricity providers pay more than the amount. 490 million yuan The category of men's shoes is far ahead in the attack of international and domestic brands. The sales category ranks first in that day. Camels outdoors continue to maintain the first camp of the industry, the first sales of crazy clothing, the first sales of tents, the first sales of mountaineering staff, and the first seven sales of assault trousers.

Refresh transaction record

Fire power, the strongest single product strength leader.

It is worth noting that on the same day, new retail outlets under the camel line also made brilliant achievements. The number of new retail outlets in the first tier cities such as Guangzhou and Shenzhen increased by more than 45% on weekdays, while the growth of new retail outlets in some provincial capitals and key cities was also over 30%.

In terms of products, thanks to this year's camel business strategy put forward at the beginning of the year, "the next 5 years" strategy has been clearly defined in the consumer revolution, so that the product's innovative R & D and innovative design capabilities are at the forefront of the industry. Under the guidance of clear strategic objectives, camels have made great breakthroughs in product R & D and innovation design. This year, most of the "double 11" listed products have been upgraded to optimize the aesthetic standards of young consumers.

This year's camel electricity supplier's "double 11" biggest bright spot is still a large number of sales volume of the first batch of the whole network, and even sales of some single products have reached a few months or even a year's sales of some medium-sized electricity supplier shops. Among them, the camel outdoor star sells 44 thousand pieces of the same assault clothing, the sales of single products are over 20 million yuan, the camel men's shoes are sold well for 23 thousand pairs, the camel men's shoes are sold for 19 thousand pairs, the men's shoes enter the top list, the camel women's shoes "double 11" customized new products, the "little lightning" Daddy's shoes are first sold for 24 thousand pairs, and the new sales records for the old shoes are released;

Force IP strategy

Joint names add "young" and "fun wild" genes to brands.

"Double 11" period, camels can achieve such a brilliant result, and its first half in marketing and content operation of grass planting force is not unrelated. Since 2019, camels have launched joint cross-border cooperation with all the top IP.

With the most potential E-sports club GK released the spring and summer uniforms, first launched micro-blog's most powerful player's topic through micro-blog, took the opportunity to hand tour "the glory of the kings" in spring competition, guided the fans to guess the GK's achievements, released the posters of personal attitudes to the GK players, and formally released the spring and summer season team clothes, thereby exposing the brand cross-border competition circle. Finally, the strongest player gambit topic gained nearly 20 million of the reading in micro-blog. follow 。

With the famous portraits of no face costumes, the popularity of the post-90s popular artists, the "fairy tale CP journey" fairy tale IP shoes, which are launched by the old wind illustrator, the "fairy tale" journey to the west, has attracted a large number of young female consumers to rob the market due to the new product's good meaning, high color value and IP's holdings. It has created a record of 5 minutes of new products sold.

With the Dunhuang Museum jointly launched the national tide series "chase deer", as the first cooperation with Dunhuang IP shoes and clothing brand, camels continue to walk in the forefront of the trend, has been camel consumers and Dunhuang fans of all ages. Together with Mo Bai studio, we launched a series of "Warring States" series of national tides. As the most popular single products in the camel national tide series, the first 1000 pairs of new products were sold out in a few minutes. These young people like fashion products not only bring considerable sales to camels, but also add the brand "young" and "fun wild" genes.

Leveraging new channels

Let grass grow into a national campaign.

In recent years, the popularity of net red and live broadcast has soared, which provides new possibilities for brand development.

Beginning in the first half of this year, camels focus on the layout of small red books and short video content, and create camel related products in the form of content sharing by creating personalized IP accounts. The key words of camel women's shoes and camel outdoor are searched in the little red book which is most concentrated by girls.

In addition, according to Camel chief creative officer Guan Guang Yang Alan It is said that camel's exploration of live goods is getting better and better. "Double 11" only carried more than 5 million of Taobao's live broadcast on the same day, and the live broadcast of live broadcast and fast broadcast of the layout just achieved super expected results.