From The Battle Of 618, We Can See How Lilang Can Accumulate Brand Potential Energy!

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As the annual shopping carnival on the middle line of the year, 618 this year is earlier than the previous years. As early as the end of May, tmall, Jingdong, Suning and other major e-commerce platforms have successively sounded the clarion call of online competition.

Yingshang.com intercepted several groups of data about 618:

• According to the data of Huachuang commercial agency, during the 618 event, tmall's sales volume from June 1 to 3 exceeded 20 billion. In the opening hour of 618, the transaction volume of Taobao live broadcast exceeded that of last year, and exceeded 2 billion within 1.5 hours.

• According to the data of Jingdong Research Institute, the amount of orders placed on the first day of Jingdong 618 activity exceeded 100 million, the turnover of 4800 brands increased by more than 5 times, and more than 60% of stores doubled.

• According to the statistics of feigua, the first day of 618, the live broadcast Gmv exceeded 1.4 billion. In April and may, the Gmv of tremolo tape was 33.72 billion and 41.219 billion respectively, and the average daily Gmv was 330 million.

Obviously, for 618 activities, even though the voice of "consumers' fatigue is hard to understand and the platform is shouting hard", the performance of major platforms is still eye-catching. Datawei data points out that this year, the pre-sale conversion amount of clothing on tmall platform increased by 220.2% year-on-year, which shows that the clothing category has also performed well in this activity.

As one of the leading men's wear brands in China, LiLang also submitted an excellent report card in 618. According to official data, the turnover of LiLang tmall's single store was 44.18 million, up 55% year on year. From June 1 to 20, LiLang ranked among the top 15 men's wear industry in terms of cumulative sales. On the closing day of the event, LiLang won the top 3 men's wear ranking.

　 "Battlefield" multiple extension, online and offline

According to yingshang.com, LiLang not only launched many summer categories such as polo shirts, T-Shirts, shirts, casual pants and jeans, but also launched some new autumn products as a supplement.

CCTV finance and economics went into LiLang production workshop during the 618 activity, and found that although it is the peak season for product production in autumn and winter, in view of the numerous hot money in the activity, LiLang temporarily added 7 production lines to replenish 618 orders. Take casual pants as an example, up to 80000 pieces have been prepared before the event, and more than 35000 pieces have been added after the launch of the event, which shows the popularity of the products.

In order to reach consumers in an all-round way, LiLang launched a 618 promotion campaign simultaneously on tmall, Jingdong, vipshop, and Shuo Yin. The conventional marketing methods such as full gifts, full discounts across stores, and store discounts are still the same. However, unlike the bundling marketing model of many items with more discounts in previous years, LiLang adopts a marketing model of low price to the bottom and introduces a red envelope for sharing, Points lottery and other interactive activities.

According to LiLang, on the one hand, this can further improve the consumption experience, on the other hand, it can effectively control the return rate and greatly improve the conversion rate, thus directly bringing revenue to LiLang and getting the flow support of the platform.

According to the promotion strategy of LiLang 618, yingshang.com finds that this is actually a comprehensive breakthrough from the early stage to the late stage and from online to offline

• As early as April, LiLang began the water storage work in the early stage. The multi-channel promotion of planting grass in the station, daily activities and marketing outside the station provided sufficient population for the outbreak of 618.

• In terms of product preparation, in addition to online and offline inventory, LiLang also launched new product sales. At the same time, with the help of self built system mode, it can realize the comprehensive connection and sharing from fabric to sales data to inventory information, so that relevant departments can grasp the latest trends at the first time and make effective promotion.

• In terms of logistics and after-sales service, LiLang is no longer directly delivered by the e-commerce department as in previous years. Instead, it establishes a professional logistics center to automatically decompose the system through big data to realize intelligent delivery. In addition, the system also uses the principle of proximity to deliver goods through the system, so as to realize the delivery of goods on the current day and greatly reduce the time of logistics in transit.

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　 Single store sales maintain 70% growth rate, new retail layout has achieved remarkable results

Behind the 618 event, the layout of LiLang's new retail business in recent years is revealed

• In the second half of 2018, LiLang officially launched the less is more series of online stores, and through the customer relationship management system operated by wechat platform, LiLang provided VIP customers with the service of choosing products on wechat platform and sending them home directly.

• In January 2019, LiLang and Baidu reached a brand strategic cooperation and officially launched Baidu Max specialty. The brand exposure was completed by relying on strong traffic and rich content style through the display form of "three screen exclusive" of wireless terminal; On the same day of double 11 of the same year, the turnover of LiLang e-commerce was RMB 130 million, a sharp increase of 630% over the same period of last year, setting a new record.

• In March 2020, in the face of the cold retail environment caused by the new crown epidemic, LiLang opened the online and offline sales channels with the help of the mode of "full staff sales digitization + store digitization + community sales", so as to realize the continuous warming and ice breaking of sales; In September, the main series of lilanz was officially launched in the micro mall, fully opening the whole staff and whole system digital marketing; In November, with the help of participating in Taobao creation Festival, appearing in BW tmall's meow house in the early stage, leading to the advance of double 11 and effective promotion, LiLang's double 11 achieved a total sales volume of 201 million yuan, a year-on-year increase of 55%, and a new record. 　

Since January this year, LiLang brand online stores began to change their operation mode from distributors to self-management, and established LiLang e-commerce Co., Ltd. to integrate resources and launch more online special edition products.

According to Xu Changbo, the person in charge of LiLang e-commerce, "after the brand online store is changed to self-supporting, the group has also made corresponding adjustments to its organizational structure. The positioning of e-commerce is not only centered on goods, but also on people." According to its disclosure, since this year, the sales growth rate of LiLang tmall has maintained a 70% growth rate.

Data is the best proof. In the continuous promotion, LiLang's new retail layout has shown its effectiveness. According to LiLang's relevant person in charge, at present, LiLang's entire industrial chain is transforming to digital, opening the second growth curve.

For example, in the product R & D stage, LiLang is cooperating with a third-party platform to predict the potential blockbuster products in advance through big data, and then transmit the prediction information to relevant departments, so as to prepare for the order reversal in advance. Take 618 as an example, the click through rate of shirts, suits, jeans, T-shirts and other categories is high, and these data are fed back to the background to ensure timely order.

　　 Exploring the unlimited possibility of clothing and transmitting upward spiritual attitude

In fact, in the face of changing market demand, in addition to exploring digital transformation, the presentation of offline stores and the transmission of brand value can not be ignored.

LiLang clearly knows the way. On the one hand, it continuously upgrades the terminal image. For example, at the beginning of this year, it officially launched the 7th generation flagship image store of lilanz and the 2nd generation super flagship store of less is more

The 7th generation flagship image store of lilanz is inspired by mountain peaks, and its overall design uses geometric cone shape, with neat and clear lines. Nearly 3000 square meters of space planning up and down three floors, reasonable distribution of product display area, bring a sense of simplicity and atmosphere. 　

The 1400 square meter second generation super flagship store of less is more interprets the concept of "open, mobile, avant-garde and avant-garde" with immersive device design with a strong sense of science and technology, which corresponds to the concept of this series of products.

On the other hand, LiLang's promotion is not only about brand communication, but also on the spiritual attitude of advocating the power and possibility of blooming life. Since the end of 2020, when the government announced Han Han as the spokesman of the new image, LiLang has worked with Han Han for many times to launch a thought-provoking Documentary:

■ on the first day of 2021, 2021, there's one to say, one goes online. As a specially invited partner, LiLang, together with Han Han, Cai Kangyong and Fu Seoul, launched a sharp dialogue on self, social interaction and emotion with passers-by to convey the upward power of life in the most sincere manner for every anxious adult.

In March this year, LiLang, together with Han Han and xinshixiang, the leading media in the field of Chinese cultural content, launched the documentary "a flower grows here", which launched a far-reaching dialogue with young people who are in a confused period, to convey the human ecology of Chinese contemporary workplace people who are pursuing unyielding.

Undoubtedly, while exploring the unlimited possibilities of clothing, LiLang is constantly improving the value and connotation of the brand.

Someone said: "behind the e-commerce shopping festival, not only does the brand change in the new retail trend, but also the maturity of consumers' minds.". When the traditional discount price reduction is not the only consumption stimulation point, it is particularly important for the brand to cultivate its own internal strength in daily life. "

In the view of yingshang.com, whether it is the continuous online layout, or the continuous upgrading of offline, or the upward attitude of life conveyed by discipline films, it is precisely LiLang who is constantly cultivating internal skills and accumulating brand potential energy.