It is reported that in order to achieve good results in this year's "Double 11", many brand merchants have begun preparations for stocking, product customization, theme promotion, etc., and logistics companies have begun to prepare for mobilization. As the first "double 11" of the new retail concept, this year's performance of the platform and the online and offline linkages of the big promotion platform is bound to become a bright spot. How the performance of the new retail test field makes people look forward to it.
Merchants prepare for acceleration
"46 days", this is the time left for the "Double 11" event held by Tissot, the core brand of Swiss fashion group Swatch, when it announced its presence in Tmall. A few days ago, Tissot and Tmall signed the first Tmall "Double 11" official timing strategic cooperation agreement. According to the cooperation content of the two parties, Tissot will customize a special timer for Tmall "Double 11". The project of Tmall and Tissot to create a timer seems to have opened the prelude to the "Double 11" preparation. Although from the 25th of September, there are still 46 days from Tmall "Double 11", but many brand merchants have begun to actively prepare for war.
C2B reverse customization, online and offline experience has become the focus of this year's "Double 11" part of the brand business plus code. According to the relevant person in charge of Inman, in order to guarantee the supply of new products during the “Double 11†period, the company's upcoming new products have been developed and will enter the pre-sale phase. Through the pre-sale of collected user data, you can use the big data analysis to calculate the stocking quantity during the big promotion period in advance, and the fabrics that need to be made are all ready. In addition, in terms of marketing innovation, it is understood that Inman has established a cooperative relationship with the hippocampus photo studio. On the occasion of “Double 11â€, the theme promotion will be launched by opening an offline flash shop. According to the relevant person in charge of Inman, the interaction between the company's clothing and the offline photo studio will further strengthen the interaction with consumers.
Not only brand-name businesses, but also some retail brand suppliers have begun to organize mobilization. Qinghai Wusanjiu Ecological Animal Husbandry Technology Co., Ltd. is a production and processing enterprise mainly engaged in the supply of yak meat products. The yak meat products produced by the company are supplied to many partners in the platform of Tmall and Jingdong. The relevant person in charge of the company said that after Tmall announced the investment rules in August and started the registration, there were already problems with the merchants starting to negotiate with the company for stocking. Judging from the current situation of stocking data, during the “Double 11†period this year, the stocking volume of some explosive products will be 2-3 times of the usual sales. At that time, the sales volume of the products is expected to increase by more than 8% compared with the same period of last year.
New retail test field first test water
In the past year, "Double 11", the community pays more attention to how much sales the brand merchants have jointly created, but this year will usher in the first "double 11" after the new concept of Ali's retail, after the construction of Ali Numerous new retail trials have seen initial success, and more and more brand players are participating in new retail attempts. These projects will create more sales increments in the “Double 11†this year and become a topic in the industry.
An e-commerce industry observer said that from the privatization of Yintai, the joint venture of Shanghai's physical retail giant Bailian Group, and the acceleration of the box store, the new retail layout in Ali is becoming more and more extensive, online and offline. The new retail format is likely to be a trump card to help Tmall's "Double 11" achieve a record high sales this year. Not only that, at the end of August this year, Haicang House and Ali signed a new retail strategic cooperation agreement, and its 5,000 offline stores will be fully upgraded to “smart storesâ€, which also represents the further expansion of Ali's new retail partners.
On the other hand, looking at the market layout of Ali in recent days, it can be seen that Ali is deliberately constructing its own ecological closed loop. Take Tmall’s plan to create a “three-kilometer ideal living area†in Beijing when it announced the launch of the Beijing Central Strategy in August this year. In addition to Tmall Supermarket, it also combines Box Horse Fresh, Suning, Yintai, Yiguo Fresh, etc. The resources of multi-faceted brand partners not only open up the online and offline channels of Ali's retail resources, but also realize the data connection between An Xianda and the rookie at the end of distribution, and these contents may become the Tmall "Double 11" this year. The new gameplay and highlights.
According to Cao Lei, director of the China E-Commerce Research Center, the usual e-commerce promotions are driven by e-commerce platforms and merchants from the top down, with the aim of enhancing the user experience. However, under the current circumstances, as the e-commerce expansion offline initiatives become normalized, the online and offline joint promotion aims to collect consumption data, which helps the merchants to refine the products and find market demand points for precise marketing. , grasp the core target users.
"Group-style" competition has entered a fever
While seeing the brand merchants and e-commerce platforms actively preparing for the "Double 11", it can also be seen that the competition between the two camps centered on Ali and JD is becoming more and more fierce. The more obvious competition is reflected in the apparel field. From the "6·18" this year, brand merchants have announced the withdrawal of Jingdong. According to media reports, since August, 44 clothing brands such as Taiping Bird, Jiangnan Cloth and Handu Yishe have closed the Jingdong flagship store. In the eyes of the industry, after all, Tmall has been the leader in apparel online retail for many years. For example, clothing brands such as Jiangnan Cloth and Handu Yishe have been labelled “Amoy Brand†in the rise. Jingdong gradually overweights in the field of fashion apparel, and the choice of brand merchants is also an expression of increased competition in the industry.
In addition to the apparel category, along with the concept of Jingdong’s “fourth retail revolution†and the deployment of online and offline online in the past six months, the results of this year’s “Double 11†Jingdong and a series of strategic partners will be further revealed. . Taking Jingdong Home, a future retail store that Jingdong began to accelerate deployment this year, Jingdong once said that most of Jingdong’s homes are in the form of joining, and some of Jingdong’s homes will also cooperate with partners such as Wal-Mart and Yonghui. Each store uses a different form of division. The analysis believes that these newly opened offline stores are likely to bring considerable traffic to the Jingdong line.
Not only that, during the “6·18†period this year, Jingdong and Wal-Mart also jointly organized the “88 Shopping Festivalâ€, the first attempt of online and offline joint promotion. From the results, the total sales of Wal-Mart's official flagship store, Wal-Mart's global official flagship store, and ASDA's global official flagship store reached a record high. After nearly half a year of combing and adjustment, during this year's "Double 11" period, similar joint promotion actions are likely to be the highlight of JD activities.
Smart Express leads to expectations
In addition to the "double 11", in addition to e-commerce platforms and brand businesses, there are also express logistics companies. This year is not only the first "Double 11" ushered in after the centralized listing of express delivery companies. At the same time, with the efforts of major express delivery companies in the field of smart logistics in the first half of the year, this year's "Double 11" express market is full of performance. .
With regard to the preparations for the two e-commerce logistics platforms of Jingdong Logistics and Rookie Network, after the opening of Shanghai Asia No. 1 Base, JD.com opened the Kunshan Unmanned Sorting Center. According to Jingdong, Kunshan unmanned sorting center is mainly based on sorting small pieces, and the coverage of automatic equipment in the field reaches 100%. The efficient sorting ability will provide strong support for the e-commerce promotion. On the other hand, the rookie network also announced that China's largest robot warehouse has been put into use in Huiyang, Guangdong. Not only is the e-commerce logistics platform, but traditional express delivery companies have also begun preparations. According to the person in charge of Yunda Express, this year's "Double 11" preparation work, the company will measure the flow and flow of express mail in advance through big data and cloud computing, and understand the number of branches of each network. In addition, according to the situation of each network, the company will ensure the smooth operation of the outlets by adopting real-time adjustment of express routing, priority processing of express mail operations, and timely delivery of express mail.
In this regard, Guan Xiao Capital CEO and express expert Zhao Xiaomin said that it is expected that this year's "double 11", the situation of the explosion will still appear, but compared with the problem of the explosion, the express delivery company must consider how to meet the user's new demand. Some people in the logistics industry pointed out that it is still not easy for the express delivery enterprises to truly solve the "double 11" distribution problem. At this stage, the express delivery network appears to be embarrassing. Many of them are not because of the overstocking of the express mail, but because of the management operation of the enterprise itself. There have been problems. How to prevent the above phenomenon is still a problem that express delivery companies need to consider.
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