What Do Sales Champions Do In Double Eleven?

For the upcoming double eleven "chop hand Festival", consumers who are busy buying goods in shopping carts are probably the most nervous brands, especially the Sales Champions of last year.

This created Shopping Festival has become a day for businesses, especially big brands, that can not be ignored.

For the biggest promotion after two days, the brands began to anticipate, stock up and warm up early.

Tmall market leader Xiu Xiu told reporters that inside Tmall, there is a special big customer department responsible for the docking of big brands, each time the annual agreement is signed, including the annual sales target and double eleven activities. "Now has signed the strategic agreement of 2016."

That is to say, even if the double eleven has not really started this year, big brands have completed the plan of double eleven next year.

According to Tmall, Tmall usually starts preparations after the Spring Festival starts in March, and in order to sell the annual sales target, double eleven is a very important activity. Companies like Procter & Gamble and UNIQLO have started adjusting the structure of goods and stocking them in time.

Some big brands will develop special products for the first time, or introduce special product combinations.

For example, the unit price of a single item is relatively low. When it is double eleven, the company will introduce some family outfits or bundles, such as Procter & Gamble last year's sales champion brand Head and Shoulders, this year launched a family of 3 bottled 750ml family assembly. In fact, the washing and washing supplies company has launched a similar combination suit in more than 10 dozens.

According to Tmall, all of these need to be stocked beforehand, some of which include product modifications and product lines, and there will be some changes in the entire production chain supply chain for the 10th 10.

Big brands have been preparing for double eleven and half a year since March and April, just enough to complete these adjustments.

Estee Lauder's operation team told reporters that the company's double eleven promotional products will be set up according to season, brand main products and consumer preferences.

Generally speaking, star products will be matched with gift boxes, while the main products will also tend to be multi category and promote, providing a complete set of skin care solutions.

"Star products are the same as the sales contribution and traffic contribution brought by shops, and the purchase of double eleven gift boxes is also very significant."

Star products not only bring old customers but also attract new customers. In the gift box setting, the demand for moistening, moisturizing, repairing and anti allergy in autumn and winter will also be taken into account.

In addition to the selected products, Estee Lauder also hopes to create explosive products. In this year's double eleven, Clinique and L'OCCITANE of the group have produced Tmall special products, making a distinction between capacity, packaging and concept.

Of course, the ultimate goal of these adjustments is to sell.

However, last year's Sales Champions did not seem to want to mention more sales and discounts. Estee Lauder's star product discount rate was 33% off, almost the same as the discount period under the line.

In fact, almost all brands are very cautious that they are not going to pursue sales this year but pay more attention to the consumer's online shopping experience.

Last year, the whole category ranked fifth. UNIQLO, the top ranked clothing brand, said that 90% of the eleven of its products were new products in autumn and winter.

UNIQLO Tmall network flagship store ranked seventy-fifth in 2012 double 1 activity, and in 2013, it rose to sixth in 2013, with sales reaching 120 million.

Last year, sales of UNIQLO double 11 were 260 million yuan.

Compared with last year's top selling brand, this year's attention to sales and marketing efforts were those who participated in the double eleven brand in the first year.

According to Tmall, the intensity of the joint launch of double eleven and brand has increased this year, and has increased the launch in airports, railway stations and other places.

In addition to the increase in volume, it also made a special advertising film for brands like Coca-Cola and Coca-Cola just opened Tmall flagship store before eleven.

The same situation also includes L'OREAL group Lancome, compared with Estee Lauder and Han makeup brand, Lancome gave a lower discount.

A person close to Tmall told the interface reporters that Lancome had to do more discount sales to achieve sales volume because of the sales agreement with Tmall.

Similarly, this year, the Shanghai family registration, which participated in the double shop with eleven of the total shops, participated in the double eleven evening. In October 30th, the company also planned three lighting ceremonies. In the Menara Citibank of Shanghai, the Jingxin building of Beijing, and the Canton Tower, the logo of "double eleven came" was played. At the same time, the Logo of its 9 largest brand was also rolled.

For these new brands, low prices, promotions and vigorous promotions can be achieved.

Try your own online shopping experience, but also in this multi brand competition festival to kill a piece of heaven and earth.

If these brands are lucky enough to be the sales champion this year, the next step they will be concerned about is how to pform the new customers who come from the price and promotion to the real brand users.

Last year, Adidas, the first shoe brand, shared similar ideas. A company employee with no name said that the company's strategy of double eleven this year is not to regard the electronic business platform as a platform for clearing stocks, not to use price as the only gimmick, but to pay more attention to the brand itself.

At the same time, the company also wants its dealers not to fight price war.

Even the Han Du house, which started with the Amoy brand, also called this year's double eleven no longer a single index, more emphasis on the dissemination of the company's sub brands and system construction.

In order to ensure that this year's double eleven, the Korean clothing house began to stock about six months ago, the stock quantity increased by 20% compared with last year, "will not overdraft enterprise resources".

Double eleven has been in the market for seventh years, and the brand like South Korea's clothing house has been more experienced. There are nearly 1000 people in the company to deal with problems such as traffic bursting, logistics and distribution.

The cosmetics agency, which runs several Tmall flagship stores, can tell the interface reporters that some brand stores even account for more than 50% of their sales.

"It's building sales figures, not brands."

You can see that the healthy development is achieved by setting up a healthy product structure, starting from star products and explosive products, covering multiple categories, and achieving comprehensive performance growth.

In this way, consumers who are impulsive because of double eleven discount can gradually become the brand's repeat customers, and even loyal customers.

Compared with eleven sales, the big brands seem to be more willing to do marketing through this holiday.

This year, every day since November 1st, there are special events or brand day activities. The stretched front not only represents higher sales, but also represents more exposure.

November 1st is Estee Lauder's super brand day. In November 8th, Disney's Star Wars products were advertised prominently at the top of the home page.

As a number of last year's subdivision champion Disney brand, this year, its own authorized dealers made a centralized promotion.

Disney integrated his four major brands: Disney, Picks, man Wei and Star Wars to "Disney's official brand station", so that consumers can choose products from stories and personas as the theme and provide one-stop shopping experience.

Disney said that about three or four months ago, he began to prepare for participating in the double eleven activities this year and communicated with his authorized business to make sure that the theme of this year will be star wars.

As the first Star Wars movie after the acquisition of Lucas pictures, Disney placed high hopes on it. In the Chinese market, the lack of mass based Chinese consumers needed a lot of prophase education, and in this market, there was no more direct way than selling the fun products.

Even this year is called "the first year of Star Wars" in China.

Including Lego, Tencent agents Sphero, Anta, Zhou Dafu, HASBRO almost all participated in the joint promotion.

In the upcoming double eleven Gala, there will be elements of Star Wars. In the first trailer, a row of Lego version of the storm troops opened a double eleven Prelude at a neat pace. According to Disney, the "sprouting" BB-8 will appear in the latest Star Wars, which may increase the sales volume of Sphero.

Apart from Disney, like Procter and gamble and Danone novo, it is also hoped that consumers will be concerned about their new changes this year.

The two brands are focusing on overseas flagship stores this year. This is also the same as the promotion of Tmall double eleven this year.

Danone said that the official overseas flagship store of love, beauty, Nova, Ke and Kang and the official flagship store of about 1 million of the total sales were up to half off.

P & G's overseas flagship store launched 20 popular products this year, including mother and baby, hairdressing, body care, clothing care and other categories.

In the main venue of various categories, Procter & Gamble and Danone's products also occupy the forefront of the promotion.

According to the pre-sale data released by Tmall in November 6th, these brands also stepped on the hot spots. Tmall said that from the perspective of import pactions, the best sellers were beauty, mother and baby, health care, food, personal care, clothing and digital home appliances, of which beauty makeup and maternal and infant accounted for over 20%.

Catching up with the propaganda focus of Tmall, it will bring more opportunities for brands to show their faces.