There Is No Holiday For E-Businessmen. This Year'S Winter Double 11

When many people are still savoring the holidays, Xujiang has been spinning since September. During the day, I was busy preparing goods and planning, and I watched the live broadcast at night. Although he only slept for 3 hours last night, he was still excited: the power was cut off twice in the middle of the night, and the transformer was replaced. It was dangerous!

As tmall double 11 is getting closer and closer, the gear of Suzhou clothing industry belt has begun to speed up and enter into a state of comprehensive preparation. Nearly 20000 clothing enterprises are gathered here, and the output value of clothing industry exceeds 100 billion.

Xu Jiang has prepared nearly 300000 woolen overcoats for his three tmall stores, 1.2 times that of last year. In addition, he also prepared twice the fabric of last year, according to the situation of flexible single production.

Wang Yuegang, the owner of tmall in Changshu, has prepared more than 100000 down jackets, double the number of last year.

Recently, the sudden cold wave has excited both of them, and the business in the shop is booming rapidly. Wang Yuegang's "flying in the snow Huaiyuan exclusive store" can sell more than 5000 down jackets every day, and "if it's colder, it will certainly exceed 10000.".

They are excited and uneasy waiting for the double 11 to start and the good news of this winter.

　　 Winter clothing merchants double the stock, "when not to spell at this time"

"There is no holiday for e-businessmen," said Xu Jiang. At this time, they should fight hard and rush forward.

Xu Jiang is thin, but energetic and loud. Since the 9.9 promotion of tmall, he came to the company every night to work overtime, control the field and look at the data. The National Day holiday lasted for a day.

Xujiang has opened three stores on tmall, specializing in woolen coats supplied locally in Suzhou. With more than a month to go before double 11, he has started to calculate the budget model and formulate the periodic table. The employees also take turns in shifts to enter the combat state.

In the three story building where the office area is located, Xu Jiang is proud to "patrol" his 3000 square meter warehouse filled with woolen coats. This is only part of the goods prepared for double 11, the first batch of 50000 woolen overcoats.

On the other side, the factory is still working. Xu jiangshuang 11 has nearly 300000 pieces in stock. Just as the fabric has been prepared twice as much as last year, several factories are ready to go. "If you want to make any dish, you can serve it right away. The dishes are ready." Xujiang's foundation comes from the cooperative factory of more than ten years. Once the styles pop up, they are ready to put into production at any time.

In Changshu, which is tens of kilometers away from Suzhou, Wang Yuegang is also preparing 100000-200000 down jackets this year, doubling the volume of the stock compared with last year. "This year, I have a lot of courage to prepare.". Statistics show that 60% of down jackets in China are from Changshu, Jiangsu Province. It is China's textile and clothing capital, mainly down jacket and casual men's wear, is a part of Suzhou clothing industry belt.

The cluster advantage of the industrial belt not only ensures the coordination of the upstream and downstream of the industrial chain, but also means that once the order is exploded, it can be jointly undertaken and shipped smoothly. "We have a factory, and we have more than ten factories. Once the double-11 burst, we will add factory orders. Let's play together and grow together." Wang Yuegang said.

　　 In the second year after the transformation of the factory to tmall store, 200 million yuan for 300 million yuan

Last year, due to the double pressure of warm winter and epidemic situation, a group of colleagues in Changshu textile industrial belt did not live well. Wang Yuegang is therefore more cautious, "the heart is always hanging there.". But this year's double 11 is obviously a very different expansion from last year.

His confidence comes from two sources. First, the team structure is gradually mature and the product structure is improving, and SKU (minimum inventory unit) has doubled; On the other hand, the trend of the outbreak has been seen.

Down clothing is of high value, but the sales cycle is short, and the real time to make money is only a few months. Wang Yuegang advanced this year's production to April, and began to make deep preparations in September.

Judging how the year's sales are, there will be some signs in October - see if there are any hot money. At present, in Wang Yuegang's shop, there are 3-4 popular models. A 399 yuan down jacket sold more than 30000 pieces in a month. Men's and women's wear on the new difference, pay more attention to the precipitation and accumulation of single products, "a single pop can eat half a year.".

For clothing businesses, "double 11 is more important than the new year.". Last year, the sales volume of Wang Yuegang's shop accounted for one fifth of the whole year. This year's double 11, Wang Yuegang predicted that the whole tmall store could achieve more than 20 million sales, doubling.

Over the past decade, Wang Yuegang has been running a clothing factory. After seeing the trend of e-commerce, we will comprehensively transform the supply line in 2015. However, the single supply mode soon appeared bottlenecks, the capital chain is in the hands of dealers, there is no initiative, also need to advance money into the fabric.

In 2020, Wang Yuegang took over the operation of a tmall store, and delivered the goods directly to consumers for the first time. "15 days a cycle, funds can come back on their own, not only can break even, but also earn a little, the whole plate can play live."

Wang Yue, who originally focused on production, just started selling goods. He claimed to be an e-commerce Xiaobai, recruited an excellent operation team and boldly delegated power. In addition, this year, he also recruited a short video team to operate and browse, set up a live broadcasting team, and open shop broadcasting.

Last year, in the first year of transforming into a tmall store, Wang Yuegang sold 100 million yuan, and now his goal is to guarantee 200 million yuan and flush 300 million yuan.

　　 Store self broadcast accounts for 60% of sales, "it's not time to explode yet"

For Xujiang, who is familiar with e-commerce operation, this year's growth is more brought by store broadcast.

For Xujiang, supply is not a problem - there is sufficient stock and flexible supply. The only worry is that there is no anchor.

In the past year, Xujiang only sold coats in three stores, with annual sales of 180 million yuan, a full increase of 100 million yuan compared with the year before last. Most of the increment was contributed by live broadcasting. Since the beginning of this year, the sales volume of shop broadcasting has maintained a 900% growth. With his 20 person anchor team, he made 60% of the store's sales, and the proportion continued to increase.

Xu Jiang estimates that this year's double 11, live broadcast contribution will reach 70%. In the past 30 days, more than 700000 people have come to the live broadcasting room of his "Miss Zhao's original and homemade" tmall store, and most of the shop visitors have transformed in the live room.

Suzhou clothing industry belt, the demand for anchor is rising rapidly. Enterprises need to pay more base salary to keep anchor. But Xujiang's demand is higher: ability can be cultivated, must be "Qichang". Now, the anchor in Xujiang's recruitment has a base salary of 20000, and a good anchor has an annual salary of more than 500000.

At the same time, he also built a short video operation team, and set the standard: shoot 50 original short videos every month, cut 50 live slices, distribute them all over the network, and continuously increase the conversion rate.

Since the beginning of this year, the biggest feeling of Xujiang is that consumers are more economical. The factory in Xujiang is located in the source industry belt, which has the advantages of supply and cost, but it is selling more smoothly.

Last year, stores in Xujiang made 180 million. This year's target is to grow by 120%, "this is a conservative number," Xu said.

In Xujiang's big office, on the window and on the wall, there are many notes, including the plan of double 11. Under the influence of his father, he regarded the market as a battlefield, paid attention to the layout, and knew all possible situations as well as possible. "No war without preparation."