The Goal Of Double 11 Semir Electric Business This Year Is Double Sales.

This year Double 11 Semir electricity providers set the target of doubling sales. According to the pre-sale data, the amount of prepaid orders reached the sum of the first 4 double 11.

"This year, Semir The goal of the electricity supplier is to double the sales volume. Zhang Hongliang, director of Semir's electricity supplier operation, told reporters that this is the fifth time Semir electric supplier has participated in Tmall's double 11, and is also preparing for the most full year.

According to ECDATAWAY's product intelligence statistics, as of 0 October 31st, Semir's official flagship store was ranked first in Tmall's men's clothing industry's hot shop, Barbara. Children's wear The pre-sale list is second, and the two core brands play a stable role. Zhang Hongliang analysed the prepaid order volume of Semir electric business this year reached the sum of the first 4 double 11, combined with 9, October, and various pre-sale data, he speculated that Semir's electricity supplier's order volume could reach 3 million 500 thousand orders this year.

According to Semir's delivery plan, the 3 million 500 thousand single packages need to be sent out within 6 days. The average daily shipment is estimated to be about 600 thousand. In order to protect the efficiency of consumer experience and delivery, in cooperation with more than 10 logistics providers, Semir electric business has increased more than 3000 operators and more than 2000 temporary workers to solve the problem of shipping speed. At the same time, it will also link Semir Direct stores and further try O2O mode in the big promotion.

Double 11 pre-sale accounts for 6 of old customers.

From 2012 to 2016, in the past 4 years, Semir electricity supplier gradually developed from the original inventory clearing channel to the O2O transformation stage. Qiu Guang, chairman of Semir fashion, and previously told the media that by 2018, the business sector will achieve a Semir goal. This year, Semir electric business has set an annual sales target of 3 billion yuan, and this year's double 11 carry the task of at least 1/6.

Today, the electricity supplier has moved from operating goods to operation content, generated by people, and then created value, and this is also the focus of Semir's electricity supplier operation. "Now that the membership of two brands of Semir and Barra has reached 12 million, it is basically impossible to operate actively when the light is high," he said. Zhang Hongliang introduced Semir electric business to set up a special team to track consumer behavior through various activities such as organizing activities and telephone return visits, and gradually building a three-dimensional consumption image. When the marking depth is increasing, it is more conducive to the personalized requirements of consumers, and quickly respond and service.

According to different consumption habits, Semir divides people into groups such as "birds", "bees", "cattle" and so on. They are quite different in terms of brand consumption. For example, "bird flock" consumers are low in brand loyalty. If they are hurt by brand, they will all buy other brands; but if "bee colony" consumers are dissatisfied with brands, they will attack them. In double 11, according to their consumption habits and characteristics, people with different marking can see different shop pages.

Categorization of people based on big data is only the first step. In addition to providing different pages and product push, Semir electric providers can conduct more in-depth interactive and personalized marketing for these people. This is the purpose of establishing the concept of balbala primary school online by Semir electric. In Bala primary school, it divides different groups into different classes. Of course, this primary school does not teach the number of words, but according to the interests of the people to divide classes, and set up courses for their interest points. Bala's spicy mom Gang is the trainees who accumulate after a series of activities. They are the best propagandist and respondent who are active among consumers.

"Precisely based on the fine operation of the crowd, double 11 Barbara's pre-sale, the proportion of old customers accounted for more than 60%." Zhang Hongliang said that for Semir and Barbara, the different characteristics of the main consumer groups, the layout of goods in double 11 is also different. Although both the main core styles were launched on sale in November 1st, after combining the gross profit and sales volume, balbala would reserve more core items than Semir. "We have done a survey of consumers, a large part of their mothers purchase is based on rigid demand, they have a very high demand for the arrival speed of goods, so we put the core money on the line after the official sale, which is more conducive to the outbreak, and the pre-sale will give more feedback style." This year, in Tmall's double 11, Semir and Barbara's new products and shopping malls account for about 60% of the total goods.

Benchmarking

Last year, double 11, Semir electric business in Tmall double 11 set a 396 million yuan turnover, located in the whole network seventeenth. After the end of the double 11, Shao Chunfei, the general manager of Semir electricity supplier, sent an email to the staff of the Ministry of electricity industry to "pay tribute to UNIQLO". He called UNIQLO a strong friend and admitted that "in terms of brand and commodity planning, on the supply chain integration, on the understanding of consumers, we have a big gap with UNIQLO on the operation and management system".

"Why do we rush to buy uniforms? The reason is very simple, and its performance price ratio is very high." When the price of products is constantly on the line, consumers are still buying price performance, which is not only reflected in products, but also in their consumption experience and service at the time of purchase. Zhang Hongliang said this is Semir's ongoing efforts. This year's double 11, Semir electric business has increased more than 3000 operators and more than 2000 temporary workers to solve the problem of shipping speed, but also will be linked to Semir Direct stores, in the big push to try the O2O mode, so as to optimize the consumer shopping experience.

In fact, as early as April this year, Semir's celebration activities had already tried to unite nearly 10000 stores to carry out joint activities under the online and offline activities, and set up a unified theme LOGO on line and offline, enjoying the same discount with the same counters. This year's double 11 is a major event in the whole network, Semir O2O's appearance again, its radiation range will also be more extensive.

"Online and offline are not opposed positions, nor are those who will eventually be replaced. Integration, sharing and win-win situation are the weathervane of business trend." Zhang Hongliang revealed, "because of Semir's franchise system, there will be a lot of obstacles in the whole channel promotion process, this double 11 in the first selection of straight shops, complete the system and the complete work of the goods."

And in the double 11 marketing game, Semir electric providers choose closer to the young people's hobby, around the previous partner of the fashion partners Ouyang Nana, Jiangnan BoyNam and Yang Yang, who signed the contract this year, launched the theme of "red hot".

It is reported that in September of this year, Semir electricity supplier launched a fashion partner program to build a business model of "brand + partner", invited stars and popular fashion bloggers, and influential fashion red people became the "shareholders" of the brand. Ouyang, Nana and Jiangnan BoyNam, the first group of partners, will meet the users in the form of live broadcast in double 11 and bring their products and custom designs. As a brand partner, when these products are sold partners can also be divided into, and Semir electric business in the future will also consider the development of the next partner with reference to Ali mother's Amoy mode. As for Yang Yang, he took the task of shooting Semir's core products, and released his new hard shots and publicity videos through social networking platform, with his signature and the surrounding gifts, using the power of mobile fans to further publicize and expose.

"No matter how the form and how the game is changed, it is ultimately necessary to let the consumers recognize our products and then experience the shopping experience better than the last one." Zhang Hongliang believes that the clothing business is becoming normal and smooth, and the brands are becoming more rational.