Embrace New Retail, Create New Growth Opportunities, And Fight Online And Offline.

When the offline business is totally affected by the epidemic, the passenger flow is zero, the cash flow is bottomed out, and when the high input of the offline layout becomes negative assets, some of the brands that are mainly offline have found the "second growth curve" during this period.

"We didn't expect Tmall's" 3. 8 Queen's Day "to usher in such a growth momentum, and sales of more than 20 thousand brands increased by more than 100% over the same period last year. On March 5th -8, sales of Taobao's live broadcast increased by 264% compared to the same period last year. The highest day led to a 650% increase in brand turnover. Gu Mei, vice president of Alibaba group, said that behind the brightest transcripts, it is one that grabs the opportunities of online convergence and online convergence, and energetically invest in digitalization and harvest rewards.

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"Thousands of stores are closed down, thousands of shopping guides are waiting for jobs at home, and the epidemic has pushed the business to the corner. But we regard the epidemic as a training ground, forcing us to develop new capabilities. I believe this will enable enterprises to be reborn after the outbreak." Qian Fan, vice chairman of the red dragonfly, recalls the past month.

The shoe and clothing listed company established in 1995 is a truly "elephant enterprise". Its revenue has always been derived from the sales of stores, and the "sales away from the store can hardly be ignored". But the advent of the epidemic makes red dragonfly actively use digital thinking to promote self transformation.

"In February 8th, we set up a red dragonfly battle ward command. At the same time, we decided to move the offline store to the online store. In a day, the online shopping mall was completed. In two days, more than 400 more than 200 people were established, and more than 5000 offline shopping guides were at home. Qian Fan said that on February 7th -17, the sales of Red Dragonfly's sales rose from less than 100 thousand yuan per day to 2 million yuan per day.

Qian Fan said that to achieve this achievement, on the one hand, from the new retail cooperation with Alibaba in 2018, red dragonfly has transformed more than 1000 self operated stores into intelligent stores. During the epidemic period, they have reached 1 million 600 thousand fans by nail and hand washing. On the other hand, red dragonflies vigorously promote the live broadcast of the whole staff. "We applied for 108 accounts to Taobao, and even the staff of functional departments were involved in it. At that time, we had thousands of salesmen, and we found many live talent."

While improving the ability to sell and sell, the epidemic also forced red dragonflies to merge online and offline. "Stores shut down, but for spring sales have been a lot of goods, we immediately change the train of thought, to get through online and offline inventory, the original price, money and other factors are no longer a problem." Qian Fan said that the challenges posed by the epidemic have gradually evolved into the biggest driving force for red dragonflies to integrate online and offline.

On the "3 / 8 Queen's Day", Qian Jinbo, chairman of the board, made a live broadcast for the first time. In two hours, the number of visitors attracted 435 thousand and 300, about 3000000 points, 500 thousand yuan, and the sales of flagship stores increased by 114% over the same period.

Like red dragonfly, during the epidemic period, from the emphasis on physical stores to the completion of three-dimensional sales network, the United States old brand beauty brand Elizabeth Aden was fully realized.

"At the beginning of the outbreak, we also experienced a difficult time. We have 49 counters and 180 shopping guides throughout the country. At the same time, during the Spring Festival, there are business nodes under the line, but this year, retail sales are restricted. Looking at the cliff breaking sales figures, we are very worried. Elizabeth Aden, general manager of China, said Yuan Liwei.

How to deal with, Yuan Li peacekeepers also turned their attention to the live broadcast of the electricity supplier. "Our training team has provided a quick training service for shopping guide to enhance communication skills. At home, Taobao has been using live broadcasting to communicate with consumers, and has planned various group buying and gift giving activities. In February, more than 90% of our offline businesses were completed in the studio. "

Push ahead with new opportunities and seize opportunities

In addition to the whole live broadcast, Elizabeth Aden did not stop pushing the new pace. "The new product is a powerful starting point for leveraging the brand's sustained and rapid growth. For the beauty brand, spring is also a convention." Yuan Liwei said that before, with Tmall big data synergy, Arden in the classic product line "golden glue", aimed at the Chinese market young group launched the "powder glue" "small fresh glue" products. "On this basis, in February 20th this year, Arden Tmall super brand day, also" counter trend "started the" VC bright bright little gum ".

Yuan Li's peacekeeping team is satisfied with the result of the new push. "VC shiny bright gum" has been sold as an explosion, and sales have broken through 27 thousand. It also helped the brand flagship store get 12.8 million new customers, and the whole store exceeded 73 million sales, which was 11 times higher than the first super product.

"Although the counters have been affected, online business has been on the move. Just finished the super product, second days, we seamlessly received "3. 8 Queen's Day", everyone is very spell, in the past 15 days we realized more than 150 million yuan of revenue, basically last year's sales volume 25%. Yuan Liwei said that in 2019, the Chinese market has become Arden's largest market in the world. Arden will continue to embrace changes in the Chinese market, adjust its brand strategy and develop online business. "Our sales target on Tmall this year is hoping to break through 1 billion yuan."

During the epidemic period, the "new product effect" also has a lot of harvest and beauty. More than ten years ago, the company has launched e-commerce business in 2009. "At present, the sales volume of the line has been close to 55, the proportion of online is higher, and the impact of the epidemic is relatively small." Cao Liangguo, executive deputy general manager, said.

But this time is also a chance to merge under the accelerated line. During the epidemic period, the company responded rapidly from all dimensions. In particular, the online team fully supports the team under the line, giving the ability of making live, short video, graphic and text to the store, on-line the offline business and minimizing losses as far as possible. Cao Liangguo said that during this period, some stores can achieve 30% of normal sales, while some of the well done stores have reached seventy or eighty of their usual sales.

At the same time, he did not stop developing new products. "Let consumers remember a brand, but also need to create large single products. After the Spring Festival, Ali organized a meeting to deal with the innovation and development of the epidemic. We worked with Tmall new product innovation center to establish a plan to produce a wrinkle resistant skin care essence. Cao Liangguo said that in the beauty of Chinese products, the proportion of essence sales is still very low, and the two sides have gone through market opportunities insight, concept testing, crowd testing, promotion testing, and excavating the blank of demand to create "Ruby essence".

According to Gu Mai, behind the strong consumption power of the "3. 8 Queen's Day", the market is getting warmer. Through this epidemic, more and more brands are more aware that digitalization is "immunity" and "resilience". It will also focus more on market orientation, vigorously invest in digitalization, embrace new retail, and create new growth opportunities.