Sixth Seasons "Double 11" In The Eyes Of Shopkeepers

The shoes and clothes from the major brands have already been placed in the storage center of the shopping mall of Beijing new town.

According to the insiders of excellent purchase network, the warehouse once belonged to another shoe business operator. It was just rent by the excellent purchase network before this year's "double 11".

In the office of Ruijin electric, the operator of the electricity supplier, there are posters "prepare for battle 11 times" and "blood 11".

Ruijin Lin CEO Zhou Ying said that Rui Jinlin will have more than 20 projects participating in the war "double 11", almost every brand has planned tens of millions of traffic.

We hope to achieve sales of 200 million yuan, two times the same period last year.

Ruijin Lin employees are also inflating themselves for the coming "double 11".

For last year's AFU essential oil, the "double 11" has already been familiar with the way, and has been able to handle everything in stock, storage and marketing.

Yang Yin, CEO of AFU oil, said that the turnover was 48 million 800 thousand yuan last year. In September 20th this year, it began to prepare "double 11", with an estimated target of 70 million yuan.

In fact, preparations for the "double 11" need to be traced back to the production stage. In July this year, AFU began to increase production.

"At present, 300 hours of work have been recruited for packing and packing, and 2 million goods have been packaged ahead of schedule.

This year, we have split the express distribution. In the two warehouses of Beijing and Shanghai, there are two main couriers, only one in the past, striving to deliver the goods within the first three or four days of the golden period.

Tool 1 data digger

China's design week, which was launched in September 20th, is a pure "double 11" recruits.

Design cat in May and Tmall reached a strategic cooperation, hoping to create a design O2O platform.

The design brand with the designer brand is playing the "limit card". Besides the few tens of thousands of products that are expected to become a burst product, there are many designs.

For the first time to participate in the "double 11" design, the cat hopes to achieve sales of 2 million -300 yuan.

At that time, some of the design items that are usually not discounted will be sold at a discount of 5-8. There are many masks designed by the famous designers in China, and the hot design products of overseas designers, such as rhubarb duck and so on.

Unlike other flagship stores, "design cats" define themselves as a design platform, behind which are hundreds of domestic and foreign designers and design brands.

For them, "double 11" does not win by quantity, but sells a concept.

For the first time to participate in the "double 11" design, the cat thinks that the communication with the brand designer and designer is the most important thing in the allocation and preparation of the goods.

In the design of cat Project Co sponsors and executive director Shi Jie Yu, it seems that in addition to sales, "double 11" is more significant for designing cats, providing more and better data for suppliers and brands.

In fact, before the "double 11", the design cat has been using Tmall's resources for data mining.

Through the introduction of Tmall brand street, Fan Er and other channels, the design of the cat has gained a lot of traffic, and decided to participate in the "double 11" promotion of commodities and focus on the promotion of the explosion through consumer preferences.

On the other hand, because designers have strong requirements for the market and channels, the "double 11" also provides designers and brands with an opportunity to fully understand the Chinese market and consumers.

Sales of the day, sales of every commodity and which color sell well will become valuable data wealth.

Tool 2 innovation booster

Similar to the design of the cat, the 100 year Li Yong Tmall store was launched in September and participated in the "double 11" for the first time.

As a traditional minority group, purple sand pot is not only a non-standard product, but also has no leading brand in the whole purple clay pot industry.

According to the Beijing Business Daily reporter, the largest business category in the purple clay pot category is only about 20000000 yuan a year.

And "design cat" hope that through the "double 11" data accumulation is different, 100 years of Li Yong want to make purple sand pot into "double 11" explosion.

Zheng Yan, CEO, a brand operator of the century, Li Yong, Beijing, said that it had been exposed to online operation through Taobao auction channels, but the auction products were mainly high-end collection purple sand pots, which were not suitable for mass sales.

Unlike the auction pots, Tmall stores use separate product lines to make commercial jugs.

These purple clay teapots, priced from hundreds of yuan to more than 2000 yuan, have become the first product of the "double 11" exhibition this year.

"At the beginning of last year

After the idea, we reorganized the crowd and goods, and prepared 8000 purple clay pots in one year.

According to Zheng Yan, the 28 commodities displayed at the front end of the page are 3 explosions from the price, pot type and usability, priced between 300-500 yuan. This part of the entry level purple sand pot is the most abundant, and each stock has 1000-2000.

In Zheng Yan's view, the purple sand pot is a pure handicraft, and it can not be mass-produced. In order to prepare the "double 11", a hundred years of Li Yong set up 300 people's pottery hands.

It is responsible for making purple clay teapots designed by national masters, provincial masters, senior craftsmen and folk artists.

On the brand marketing, AFU's essential oil is very pragmatic this year.

Yang Yin introduced, in addition to Taobao's advertising, this year's "double 11" has invested a lot of offline platform advertising, although offline advertising is hard to get feedback from instant sales, but "double 11" is burning some of the money you can't burn.

In the eyes of these people, the "double 11" has gone through five years, and has successfully switched the thinking of consumers from "singles day" to "shopping 50 percent off". However, "now, the" double 11 "business is followed by Tmall, and there are not many innovative ones.

According to the introduction, AFU's essential oil this year, "double 11" will be implemented under the online single line pick up the O2O way.

In Yang Yin's view, "double 11" is actually an opportunity for comprehensive training in all aspects of company operation, logistics, customer service, warehousing and so on.

But after the intense preparations, what worries Yang Yin is that every year is a discount sale. When will it become a real consumption carnival? "After last year's double 11, we made a re examination, and found that selling millions of dollars and selling millions of dollars seems to have no impact on the market now. What is the impact?" Yang Yin thought that "double 11" itself has not changed, but the attitude towards "double 11" has changed.

"Last year we estimated 50 million yuan, and finally achieved 48 million 800 thousand yuan. If we rush to 80 million yuan or 100 million yuan, it is possible, but the consumption experience will not be good at the later stage".

Yang Yin disclosed that next year may not participate in the "double 11" in the form of discount sales, but the specific form is not yet ready.

In the view of the industry, the mature brand of Amoy brand or the traditional brand of Taobao and Tmall has been very mature through the baptism of "double 11", and the role of "double 11" is changing in terms of brand names.

In the first two years, "double 11" is a clear inventory channel for traditional brands, while the original brand is selling and selling holidays. But now, "double 11" is becoming a propositional composition.

For three years, the camel brand, one of the "double 11" apparel categories, said that because this year's daily sales growth is good, "double 11" is more important for camels.