Cabbien Focuses On Topics And Prepares For The Double 11, With A Year-On-Year Increase Of 150%

Editor's note: in 2020, double 11 will usher in the 12th double 11 shopping carnival. After 12 years, what kind of "transformation" has the double 11 shopping Carnival produced? In addition to the impact of this year's epidemic, major businesses regard double 11 as the most important part of selling goods, and are making full preparations. With the support of big data, the sinking market, rising domestic products, and the evolution of new lifestyle, double 11 in 2020 is bound to present a different "Carnival".

How will brand merchants, as the "main fighters" of double 11, take part in the war this year? Let's take a look at cabbien carbin, a series of "brand micro interviews" on double 11.

It is understood that cabbien Cabernet achieved good results during the double 11 in 2019, ranking 11th in tmall men's wear, and Gmv reaching 104 million.

On November 1, 2020, cabbien carbin not only won a good start in the double 11 sentinel battle of e-commerce, but also ranked 10th in men's wear of tmall's official flagship store and top 7 of live broadcast of tmall flagship store; men's clothing of Jingdong flagship store ranked top, and live broadcast of Jingdong flagship store ranked top.

According to cabbien cabbien, the difference between this year's double 11 marketing strategy and the past lies in: in addition to the promotion mode of discount and profit to consumers, this year's double 11 pays more attention to brand marketing, focuses on topic making, launches cooperation with stars, develops IP co branded series, and cooperates with anchor Weiya.

Cabbien cabbien's preparations for the double 11 campaign include the following five aspects:

1. Goods planning: Based on the serious shortage of funds in previous years, cabbien carbine is fully stocked this year. Since the whole clothing industry has predicted that this year will be a cold winter since July, cabbien carbine has also increased the development of deep winter products, such as down jacket and thick coat, and has increased the targeted launch and promotion of northern customers.

2. Brand volume building: starting from July, the preparatory work of double 11 has been launched, with funds for IP co branding series and in-depth cooperation with stars; in September and October, via live broadcast was linked to build brand volume; in October, Shanghai Fashion Week cabin closing show was conducted by e-commerce online and offline through live broadcast, attracting more than 160000 people to watch.

3. Maintenance of new and old customers: since July this year, cabbien carbine has recalled its regular customers through a series of member maintenance actions; meanwhile, it has increased the investment inside and outside the station in September and October of this year, and introduced a large number of AI crowd to promote the innovation.

4. Short video layout: according to the layout changes of tmall's traffic structure, cabbien's short videos also cover every product of the store, and the important short videos will be differentiated in content to obtain public traffic by quality and quantity.

5. Double million plan: for the outside world, online flagship stores launch a million million subsidy program to benefit consumers! Internally, we set up a double 11 special team and set up a million bonus to stimulate team morale. Million subsidies for customers, million rewards for internal!

The above marketing strategies will also become the incremental source of cabbien's double 11 this year. The full brand and all channel participation in double 11 will not only generate sales, but also expand public traffic to private areas for maintenance. In addition, the IP co branding series will also attract some customers who have resonance with IP. The co branding of carbine x Dunhuang Museum has attracted many young people who love Chinese culture. The co branded series of carbine x Garfield cat and the co branded series of artist Park Chan long have attracted a lot of young customers with trends.

As of the press release date, cabbien cabbien's pre-sale of double-11 has exceeded 40000 units, an increase of 150% over the previous year.

As an original designer brand in China, cabbien carbine has always adhered to original design and constantly enriched the brand matrix. At present, there are cabbien cabbien, CABBIE urban cabinet City, high street designer fashion brand 2am and children's wear brand cabbie love. At present, nearly 1000 stores have been set up in China to show innovative lifestyle from the perspectives of fashion, lifestyle, store image and scene experience.

(image from carbine)