The First Day Sales Of Jiaoneishuang 11 Exceeded 100 Million Yuan, And The Concept Of "Delivery Is Greater Than Carnival"

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 jiaonei, a series of reports on "brand micro interview" on double 11.

Since its launch in 2017, jiaonei has achieved rapid growth for three consecutive years. In 2019, double 11 has achieved good results with sales of more than 70 million. In 2020, jiaonei has become the champion of tmall 618. On the first day of double 11 this year (November 1), jiaonei has made remarkable achievements. The sales of tmall flagship store exceeded 100 million, and the order volume was as high as 700000 orders. The increment of double 11 this year mainly comes from bra, warm keeping and household clothing. Bra sales are stronger than last year. The new technology expression of thermal insulation products also brings considerable growth. The IP co branding of household clothing is also one of the highlights.

In view of the double 11 promotion, jiaonei has always been the concept of "delivery is greater than Carnival". The core of every year's preparation is the delivery link. How to shorten the delivery time and control the delivery quality around the user experience under the condition of doubling the volume is the most important topic in jiaonei. In the places that users can't see, we should make preparations for warehousing, logistics and quality control, strengthen the control ability of supply chain, and provide users with a better experience while ensuring quality.

As for the marketing strategy of this year's double 11, the playing method of jiaonei has changed, which is also a new challenge for the brand

1. Jiaonei has always adhered to the long-term brand building, through the appearance of users' behavior, insight into their inner pain and itch, pay attention to the hard core science popularization and cultural connection, and transfer more technology and cultural value to the outside. Through the practice of pioneer design related to human body feeling, it continues to provide users with interesting and useful scientific and technological products and inspire new life styles.

2. Insight into and understand the "real needs" of users, and write new records together with users in order to solve the problems of products and the shopping discount Carnival of "collecting new records".

3. Taowai brand, hot skin off-line flash store, tmall new bottom fashion show, and other IP partners such as vivicat, SpongeBob, never's family and other IP jointly create a limited series of CO branding, and explore cultural connection in banana to create more inner resonance for users.

Bananin jiaonei is a somatosensory technology company established in 2016. Starting from the innovative "senseless underwear", based on the wave of consumer quality upgrading and the brand concept of "live in future", bananin jiaonei continues to use fabric technology and product design to create reusable daily necessities for the new generation of young people at home. It has set an astonishing record of selling 100000 sets of popular "no feeling underwear" and 200000 pairs of "no feeling socks" in one minute, and has gained the favor of nearly 5.5 million users.

(photo from jiaonei)