What Is The Secret Behind The Sales Growth Of 11 In The Year? 630%?

This year's double 11, men's clothing brand Li Lang achieved 130 million sales, an increase of 630% over last year. For this year's growth, according to Li Lang's introduction, the new traffic mainly comes from several aspects, including promotion of content and promotion of people, new traffic brought by live broadcast, traffic brought by explosive money, and the flow of Ali mother interactive city.
　　 Double 11 growth reasons: five main points ahead of schedule
Looking back this year's double 11, Li Lang, the responsible person said, compared with previous years, the changes are mainly reflected in 3 aspects: more goods and more SKU, more customers can choose from than in previous years, and the cost performance of products has been improved. This year, the activity of double 11 has been strong, and the number of people attracting more attention has been increased.
Behind the growth is the 11 preparations ahead of the two. It is understood that this year's double 11, Li Lang began preparations in September. Li Lang responsible person said that the preparation of double 11 mainly in five aspects:
One is to establish a cloud storage system, to open up the store stock under the line, widen the SKU width of the whole goods, guarantee the new frequency, and also ensure the inventory of the best selling goods.
Two is to enhance the ability of direct broadcast promotion, actively participate in the live broadcast of the platform, and get more opportunities to promote drainage through live horse racing.
Three, through the content marketing, we have strengthened the promotion of new products and planting grass, and made a series of pictures, videos and other promotional works outside the station to achieve the purpose of draining powder.
The four is personnel reserves, reserves the graduating internships, for the warehouse delivery, customer service reception and other aspects have made full preparations.
The five is the promotion of paid traffic. They signed up for the interactive city project of Ali, and joined the Ali Tianhe alliance, and the best selling information of the high-speed rail car advertising on the line was implanted into the 11 of Lelang double.
This year's double 11, in addition to the specific sales figures, to implement the specific points, the focus of marketing on the promotion is the following: the depth of the main selling style, the dynamic sales of SKU, the overall sales turnover rate, the efficiency of double 11 logistics delivery and the quality experience of after-sale service.
In terms of category, the main growth point of this year's double 11 is the new category, especially the down coat, fur coat, sweater and woolen coat.
In terms of marketing, this year's Taobao Tmall based e-commerce platform pays more attention to scenes such as short video and live broadcast. According to its introduction, it has an independent Tmall live room, and set up its own live team, and has short video shots for every style. The first picture of the main push will make a small video. In addition, it also strengthened the marketing of private domain content such as Tao Tao and Taobao group to speed up the growth of flour.
In particular, the private area traffic operation, it is understood that this year's double 11, Li Lang also made use of social fission mode to increase private domain traffic.
"We should publicize double 11 activities in line with the cooperative enterprises below the line, and distribute the vouchers through the WeChat group.
　　 Behind the transformation of growth initiatives landing
If the growth of double 11 is placed in a long time cycle, we can see that this is only a reflection of the growth of the company's performance. In fact, in recent years, the performance of Li Lang has continued to grow. Taking the past 2018 performance as an example, its revenue and profits have achieved the fastest growth in 7 years, and total revenue has increased by 29.8% to 3 billion 170 million yuan, and net profit has increased 22.9% to 750 million yuan over the same period. The growth of all this has been inseparable from the transformation in recent years. In fact, whether the growth of double 11 or the growth of overall performance is a reflection of the outbreak of the brand.
It is understood that the specific transformation measures before Li Lang mainly focus on brand design power, increasing category, consumer insight and demand mining, offline shop opening and market sinking.
In terms of brand design capability, in recent years, Le Lang has gradually increased the original design of products. According to the annual report released by 2018, the original proportion of 2019 sales products is expected to reach 70%.
The originality of product design is on the one hand. The second is the gradual creation of fabric. It is understood that Li Lang has set up a fabric research institute, which has graded the plate making center, the craft center and the factory, from the yarn, fabric, printing and dyeing, and homemade design to the laboratory testing at the later stage, insisting on original homemade. In 2018, 70% of the garments were designed or original.
In terms of category, apart from men's wear, Li Lang has gradually increased men's related categories, and has added underwear, socks and ornaments. It is understood that in 2019, Li's wearing a three-dimensional matrix of all categories will also join the shoe industry.
In terms of consumer insight and demand mining, Li Lang is gradually refining user portrait and demand through technology, and then docking and transformation of production.
It is understood that, in order to further understand users, through intelligent to meet their needs, in 2018, he also built his own artificial intelligence commodity platform, through machine learning and calculation to make full use of data, matching user needs and product development. "The investment in this area will also be increased in the future". Li Lang relevant person in charge.
In addition, in 2004, Li Lang began to open up the analysis of sales data and membership management system data, in-depth understanding of consumers. In the previous interview, Wang Liangxing, founder of the company, explained this. His introduction said that Li Lang's commodity planning department, sales department and commodity research and development department would conduct research on consumers and the market respectively. The research objects were divided into two modules: "stock consumer" and "potential consumer"; after collecting and finishing, three departments collided together to determine the quarterly commodity plan.
"Li Lang analyzed the user data in detail, and he should have a deep understanding of why the customers bought and why not."
In terms of channel and market development, under the different brand tonal of Li's brand, Li Lang attacks different markets. It is understood that the "LILANZ" main series will continue to focus on the three or four line market; the LESS IS MORE series is planning to intensify development in the capital markets of Zhengzhou, Xi'an, Hefei, Changsha, Guiyang and Nanchang.
Data show that in 2018, Li Lang remodeled the channels, shifted from wholesale to retail, expanded to a second tier city, and opened more terminal stores in shopping mall. By the end of December last year, there were 2670 retail outlets in the country.
In addition to offline channels, in recent years, Li Lang has been developing online e-commerce channels. In 2018, the retail sales of the "double eleven" online and offline businesses increased by about twice as much as in 2017. The proportion of online channels will gradually increase in the future.
　　 The future of Li Lang and the trend of garment industry
In fact, with the rising trend of new domestic goods, Li Lang has begun a new round of innovation: from scale development to more attention to meticulous and professional development, from brand image renewal to more committed to quality and power innovation.
In addition to brand innovation, the official said that in the future, it will continue to push forward the transformation of new retail, and combine the online services, offline experience and related services to promote the "LILANZ" main line and light business series business.
In fact, from the perspective of the entire domestic clothing brand, the brand that can rise continuously in the future should conform to the following characteristics: either the leading brand in a subdivision field, the leading brand of the industry, such as Anta or Lining, or the growth stage of its own development, such as Jiangnan cloth or traditional brand; in recent years, it has continuously improved innovation, the brand influence has revived again, the brand has been younger, and the consumers have been intimate, so it belongs to this category.
It is worth noting that many old Chinese clothing brands are faced with the confusion that their consumer groups are being shunted by all kinds of young brands. Under these circumstances, the goals of these brands are to combine the brand attributes of themselves, and to attract the hearts of young users and enhance the personalized expression of brands by means of cross-border and trend Oriented Innovation.
The Fujian shoe and garment enterprises, including Li Lang, are also following the trend in this area. They are constantly observing the consumer psychology and making the brand younger. This road is also becoming more and more smoothly, which also makes the brand influence expand and the performance is better and better. In the list of top 100 Chinese fashion retailers released by China Chain Business Association, 11 of Fujian's shoe and clothing enterprises were listed.
The fashion industry is changing rapidly. It needs companies to constantly change and keep pace with the needs of users. For the future, the responsible person of Li Lang said that he will continue to work hard in the design, product and consumer insights.