Camel Achieved The Top 10 In 10 Years With Sales Of 518 Million

In the just concluded double 11 Shopping Festival, camel sales volume of 518 million to achieve a perfect end! Among them, the official flagship store of camel and the flagship store of camel clothing have been firmly seated in the outdoor industry and men's shoes industry respectively. They have been the champion of outdoor category for 10 consecutive years and 9 consecutive years, creating a new height of glorious history! Shoes and clothing industry leader is worthy of its name!

According to the official camel war report data, from 0:00 on November 11, camel's sales data began to soar and soar. In only 16 minutes, the sales volume exceeded 300 million yuan. From the beginning to the end, camel led other brands in the industry. Finally, it won 518 million sales and became the champion of shoes and clothing in 2020 pairs.

Such a dazzling sales performance, of course, can not do without the high-quality product group. This year's double 11 camel super popular products frequently, winning the champion of 10 categories and single products of tmall platform. Among them, Zhang Tianai won the champion and runner up of the network stormsuit with the same camel stormsuit, and 10 popular products such as camel pants, camel mountaineering shoes and camel work wear boots all won the corresponding category champion results, showing the dominant position of the e-commerce industry.

It is understood that this year's double 11, camel's combat strategy is explosive matrix + differentiated marketing. On the product line, camel added Zhang Tianai star's same stormy clothes and Martin boots, Jurassic dinosaur IP's co branded rhubarb boots, black technology innovation fashion shoes, etc., to open up the market around innovative explosive products.

On the other hand, it is differentiated marketing. With the "explosion" of online goods, the first reason is that there are more choices, but the difficulty of choosing is also rising. The second reason is that the merchants of this double 11 do not speak of "Military Morality", and the rules of full reduction, overlapping of coupons and rush purchase have made most users tired of parrying. For users, this interference has become a burden. They look forward to good products and good shopping experiences. It is precisely because the camel double 11 solves this pain point, so consumers are more willing to pay for the camel.

10 years of self verification of e-commerce Road, innovation + ingenuity = high quality products

It is not luck to get good sales for 10 consecutive years. What lies behind this glory is camel's insight into market trends and its adherence to innovation and quality. Camel from the perspective of users, will enhance the concept of user experience into the product. In order to improve product quality and create better products, camel has established deep cooperation relationship with international enterprises such as DuPont, YKK and Toray. At present, camel supply chain system is all over the world, its purpose is to apply the global high-quality raw materials to products.

Good raw materials are just one step in building a good product. High quality clothing brand can not only insight into the market demand, but also return to the product itself, do the work of craftsman with ingenuity, and reach different consumer groups with different high-quality products. Therefore, camel adheres to the concept of consumer experience supremacy in every link of R & D, design and material selection. While meeting the needs of consumers, it constantly refines and upgrades, and strives to pay attention and vigilance in quality.

With the change of times, today's double 11 consumer groups are younger, and even after 00 have begun to become the main consumer force, which is also the reason why many brands have changed to younger. Conforming to the market is like sailing against the current. If you don't advance, you will retreat. Every time, camel will take the innovation consciousness of market pioneer as the leading factor to further improve its brand culture and product line. For example, camel has developed innovative products with superior performance, such as anti-bacterial and anti-virus stormsuit, black technology zhurong stormsuit with independent temperature control, and black technology air cushion leather shoes that can maintain constant temperature. These products are often sought after and purchased by many young consumers as soon as they are launched. It can be said that the market direction for camel to explore is to resonate with more young consumers at the same frequency.

　 Close to the needs of users, to understand users can be long-term

As the saying goes, "those who win the hearts of the people will win the world". In the past, camel has been trying to link consumers in all aspects to understand consumers. In order to pass the brand and product concept to the young people, camel has developed many high-quality products with novel concepts. In order to bring better consumption experience to consumers, we have created a new camel retail with full category, online and offline integration. There is no doubt that from the perspective of consumers, camel has been trying to meet the direction of consumer demand.

In recent years, camel also has insight into the phenomenon that "the preferential rules of the platform become more and more complex, leading to consumers gradually showing fatigue". Many consumers are exhausted by the routines of full reduction, coupons and various complicated algorithms. Therefore, camel's promotion activity on the double 11 is very simple and direct: "let the activity commodities be affordable enough, so that consumers can buy enough worry free."

One yuan second mysterious blind box, ten thousand yuan Koi, 50% discount in limited time Large preferential benefits, simple participation, no need to calculate, restore shopping to the original happy appearance, so that consumers are free from the torture of decision-making process. From this point of view, camel knows consumers well.

　　 New retail helps camel double 11, big data creates "model market"

According to the double 11 consumer portraits screened out by camel big data, nearly 70% of camel's transaction volume came from young consumers, most of whom belong to white-collar class and are also the mainstream consumers of the contemporary era. Affected by the release of consumption after the epidemic, the consumption habits of contemporary mainstream consumers are gradually upgrading to the trend of personality, rationality and self. The demand also began to transform into "experience" and "spirit".

In camel's view, how to realize the recognition, touch, insight and service of consumers is the key. In response to these two market changes, camel has established a new camel retail system. Through the intelligent deployment of big data, camel carries out classified and unified management of Omni channel members to achieve precision marketing. Then, with the operation concept of member reservoir, the members and camel club system are closely bonded together, so that members can interact and communicate with the brand, fully feel the value concept of the brand, and provide better service experience for consumers. This double 11, camel's new retail system has achieved the effect of leapfrog growth.