Double 11th anniversary, experienced 9 times
Recently, I have communicated with e-commerce and retail counterparts. Many people talked about the double eleven, and they all have a lot of emotions and memories. Based on the background of several twists and turns in the past twelve years, I shared an idea and reflection in the process in light of the evolution of the brand over the years.
* If you are also a double 11 witness, welcome to share your story. I will select the highest number of praises in the message area, and reward the best selling baby on the same day.
November 11th Sunshine Club Festival (2009-2010) Inman's "Amoy Brand" stage
For the first time, double 11, I believe that many people are in a state of laps, just listening to Xiao Er said that they want to engage in a big event.
It is said that the sales of the first double eleven is 50 million, 27 brands participate, the promotion method is also simple and rude, one yuan spike, 50% off the audience.
Second year double eleven
Under the line to engage in wholesale, do foreign trade, buy a boutique, a few European, Japanese and Korean brands ... this may be the entire "two rivers and lakes" at that time.
Inman is a bit of a foundation. It develops itself from ODM, and has a supply chain, design development, production, and quality inspection system.
In 2010, it was the first time that Inman participated in Double Eleven.
When I reported the goal with Xiao Er, I didn’t have a heart. He also reported a goal of 500,000, and he did not dare to prepare too much. As a result, it sold 6.8 million in results.
That year, Inman almost hangs!
The software system crashed and sold tens of thousands of orders, and everyone on the team panicked. Oversold orders are out of stock, and if they are complained, they are meant to be closed.
More terrible is not only oversold, but orders for goods are not available. In 2010, it happened to be the Guangzhou Asian Games. On November 12th, it was the opening ceremony. On the same day, the traffic control in Guangzhou was all over the city.
Pipes, tube operations, and tube warehouse shipments are all crowded in my office.
After the temporary purchase of hundreds of headphones, telephones, a customer, a customer to call to communicate, compensation, in the "Taobao gang" graphic live broadcast, the progress of the public to inform the customer; I immediately wrote a message to the second, Yinman met The actual difficulties encountered, and the treatment plan description, to seek a life-saving time from the platform.
Everyone has such an oversold order
The parcel blocked the entire company front desk and almost piled up to the roof. At that time, I also thought about a trick. I tied a few long strips of cloth on the side of the window, wrapped them on top, and slid them to the first floor to load directly.
This oversold, teammates and me, played a seven-day, seven-night phone call, everyone took out dark circles, and the scorpions were hoarse. . .
The entire incident was dealt with and no complaint was received. If the customer complained at the time that the store was closed, there might not be "Inman" today...
In 2010, Twenty-one, Tmall's total sales were 936 million. For the e-commerce just getting started, it is already a big number.
Double Eleven Online Shopping Festival (2011-2012) Inman enters the original brand stage
In 2011, e-commerce sellers began to treat the double 11 as a big deal in the year. Beginning with rhythm stocking, planning marketing, preparing for logistics and Other links.
The merchants of the e-commerce circle met and even the greetings became: How many goods were prepared for the double eleven?
In 2012, a lot of big things happened.
The original Taobao Mall, renamed Tmall; Amoy brand, renamed Tmall original brand.
Merchants began to divide the tonal style and define who they are. Inman's earlier slogan was once called - "Love in the nature of the city", meaning a bit, I think I still can't tell myself.
The first batch of Internet brands with style definition
In 2012, Twenty-one, Tmall broke through 10 billion for the first time, and sales increased more than 20 times to 19.1 billion, just two years. From a "single day" topic, it became the largest online sales activity of China's Internet. .
Although many people are prepared for the double eleven, but no one expected, the outbreak will come so hard...
1. The courier company is expected to be seriously inadequate. I remember, there was a paragraph on the Internet saying, "A customer is buying silkworm cocoons when they order. When they receive the courier, they have hatched a nest of silkworms..."
2. There are two camps online and offline.
In addition to the original brand, offline traditional brands are also aware of the explosive power and opportunities of the Double Eleven, and have been on the line to “open the store to cut vegetablesâ€. Different from the strategy of Internet brands to promote new products, some traditional brands only used online channels to clear inventory.
2.1 "Internet brand defense war"
In the double eleven in 2012, there were rivers and lakes. Several Internet brands have realized that brands with different growth attributes have shown a competitive momentum.
On the evening of November 11, 2012, several Internet brands, such as Inman, Handu Yishe, and Royal Mufang, were used to link the lower-ranking brands on their homepages. The goal was to win the top three.
Later, some people called this competition between online and offline brands as "Amoy brand defense war", inciting Tmall official, and even the entire industry.
We were entering the fast lane of development. In 2012, the sales volume of double eleven was 70 million, and it was 10 times in two years...
This year, Inman began to focus on two things: products and supply chains.
The product enhances Inman's "cotton and linen" characteristics. Previously, I thought that "cotton and linen artists" were just in place, God was not enough, and the gods were inconsistent. The product system is highly harmonized from the understanding and implementation of the entire process of planning, design and filming.
Second, improve supplier thresholds and quality standards; design elimination and reward mechanisms. Choose a production supplier with the qualification of the first-line brand.
Fabrics and workmanship, gradually realize the full selection of YKK zipper, neckline hem, product standards gradually rise to the national first-class products...
This account counts, the production cost increases by nearly 20%, with a scream inside and outside, biting his teeth.
Channels, in addition to Tmall, Inman began to expand to several new platforms such as Jingdong and Vipshop.
At that time, I also encountered a thorny problem. Is the platform's vague positioning of our brand, is it only developed in Tmall, or is it going out?
From the early "Amoy brand" upgrade to "Tmall original", this problem has not been handled very well. Some brands that developed from Ali began to try to re-position themselves.
Everyone is more willing to call themselves an "Internet brand."
I think, at that time, Tmall apparently realized that the brand that was born in the early stage of Ali has grown and formed, just like a prostitute who grew up, always married, and finally went out. Of course, we also saw the attitude of Ali, regardless of Qiao Feng, Xiao Xiaozi, or Ma Yun, they are willing to face this problem with an inclusive attitude, and there is no tangled in this matter.
In the same year, the art street brand-first language joined the company, and in 2014, the high-end women's brand was founded on the left. Multiple brand strategies began to explore a new path to embrace the trend of personalized fashion.
In the process of developing multi-brands, there have also been some setbacks: for example, some new brands are still too small, and there are more nutrients to be supplied. But I think that this experience has gained a lot, and even more clear the future positioning and direction of the remaining brands.
Double 11 Shopping Carnival (2013-2014) Inman moves to the “national brand†stage
The difference between a word can be said to be a thousand miles.
In 2013, the double eleven, from the "Internet shopping festival", upgraded to "shopping carnival", removed the word "network", meaning a consumer festival regardless of the online participation of the whole people, formed.
This year, Inman won the national women's sales champion, a single day sales of 126 million yuan. Tmall double eleven sales are fixed at 35 billion.
On the evening of November 11, 2013, Xiaoyao Zi hosted, Ma’s live video connection, watching the battle of Inman double eleven
This year, the mobile Internet is very fierce. The double 11 mobile transaction accounted for 21% at a time; WeChat launched less than two years, and the number of users exceeded 300 million.
The surge in sales of the Double Eleven has created a crush on the mentality of the entire e-commerce. The upstream and downstream industries began to realize that the "e-commerce war" began...
When Inman won the championship, there was a price.
The glamorousness that Others have seen may actually be a lot of money without earning money.
On the contrary, in 2013, this cockroach gave me the most feeling, it was not the championship, but the feeling that the house was leaking everywhere, and constantly tinkering; after two years, it was finally leaked, and it was a lot more practical.
At that stage, Tmall, Vipshop, and Jingdong have already seen the situation of the three males in the showdown; there are even unusual moves to lock in stocks and push down the shelves.
At the same time, merchants are also shuffling, traditional brands rush to double 11, and more and more attention to e-commerce channels. There are merchants rising, and some businesses are falling down. Those who fall down, or are crushed to death by stocks, or sold for fake or shoddy goods, or unscrupulously drowned by consumers.
Look at Inman, what are you doing this year. . .
1. Double eleven turns into a project system
The double eleven, which was dispatched from the whole company, became the lead organization of the project team. Regardless of the boss, at the point in time, all aspects of the activity will automatically trigger the operation.
2. Logistics warehousing outsourcing third party
In my impression, Inman participated in the first nine years of the double eleven, but also moved nine times in the warehouse.
In the first two or three years, before the 11th, the whole company organized the inventory of the warehouse personnel to one inventory. When the double 11 ended, hundreds of people surrounded the warehouse to print orders, order, pick, pack, load...
Now, warehousing logistics has basically been able to deliver the goods in 72 hours.
3. I tried a variety show marketing.
In 2014 and 2015, Inman continued to make two fashion reality show “The New Clothes of the Goddessâ€. This program is the first time that TV, star, designer, clothing brand and e-commerce platform are connected in series to interpret fashion and realize Look and buy.
From the brand point of view, this is the first time the brand has jumped out of the e-commerce circle, jumping out of the line, entering the line of view of the variety and the public, becoming a public topic. Many people are also in this program, and they have known or deepened their understanding of what brand Inman is.
4. From clothing brand to a lifestyle
Since 2013, Inman has expanded the categories other than apparel, shoes, children's wear, furniture, underwear, etc., further enriching the connotation of "slow life circle", and also marks the formation of Inman's "cotton and linen life brand" From a clothing brand to a "slow life" lifestyle.
5. In 2015, signed a contract with Fan Qiqi, this is the first time Inman used the star as the brand spokesperson.
6. Alibaba was listed on the New York Stock Exchange in September 2014. Inman is the only Internet women's case selected for its IPO prospectus (English version).
Double Eleven Global Carnival (2015-2017) Inman enters the stage of “new retail brandâ€
The competition between Tmall, Jingdong and Vipshop will become more and more fierce and the situation will become more and more clear.
According to public data: to 2017 double 11, total network sales of 253.9 billion. Among them, Tmall accounts for 66% of the whole network, Jingdong 21%, Vipshop will 3% ...
1. Consumption upgrades. A number of cost-effective platforms such as Netease's strict selection, Xiaomi, and Mingchuang's excellent products gradually entered the eyes of consumers.
2. New channels. Small red books, more and more, and so on, and the three major platforms to grab traffic.
Net red, video live broadcast overnight to become a big traffic, creating a myth of explosions and sales.
3. Buy the world to sell the world. Cross-border e-commerce has emerged, and Amazon, Haitao, and a large wave of cross-border e-commerce based on imported goods have become the new highlights of the Double 11.
The traditional retail environment is completely opposite.
In 2015, the offline traditional retail industry was bleak, department stores, shopping centers, customs clearance, down, but also too worried. . .
This year, in the midst of a lack of optimism, we once again set foot in the line, launched a new retail model of in-line and offline integration - Inman + Thousand City Wandian. A year later, Mr. Ma proposed the concept of “new retailâ€, and new retail began to be widely quoted.
Inman's decision to the offline, my early ideas:
According to the situation at the time, everyone was afraid under the line. I described the line as “demolition and transformation†and the line was “warm boiled frogâ€.
Our vision is to integrate traditional stores, e-commerce, and communities through the Internet's technical means to make the brand's experience and radiation more powerful. At the same time, we can also force our internal products, brands, and supply chain to be upgraded and updated. .
Second, a group of hardcore fans turned to the “seed shopkeeper†of the Yinman offline store, which accelerated the fission speed under the brand line to a certain extent.
Some people have doubts why the Yinman store did not put the market in the first-tier cities with large passengers and large passengers at the beginning, and chose to go deep into the third- and fourth-tier cities. Although China's urbanization rate has reached 60%, the consumption power and quality awareness of the third- and fourth-line customers have improved; but at the same time, we also see that most urban infrastructures, such as logistics and first-tier cities, are still far behind.
Retail brands, there is no online and offline synergy, just relying on the Internet to cover, too slow.
New retail, easy to understand, it is not easy to do. It has a very high challenge on order accuracy, data, and supply chain capabilities. Therefore, we have done another thing in sync with each other: at the end of 2017, we invested in a 140,000-square-meter intelligent manufacturing industrial park in Jiangxi Yudu.
In the past month, I have seen a small appearance, the factory building is completed, the automatic water hanging in the early stage, the automatic sewing template machine, the automatic filling machine. . . A batch of equipment has entered the factory and 500 people have started construction.
A little summary:
Between 2015 and 2017, I believe many people clearly feel that the Double Eleven is not only the Twenty-one of Tmall, nor the double eleven of the Internet; it has evolved into an annual consumption trend and the birth of new products and new species. The universal phenomenon, which represents the beginning of a new business cycle.
For the brand, you can't rely on double eleven in a year, and the four seasons must be balanced. On the issue of whether the double 11 is going to be big or small, everyone has a smarter, more rational judgment and a healthier style of play.
The double eleven of the decade, although up and down, is fascinating and dreamlike. Turning over the photo of the classmates who were training at Amoy, there was not much that persisted. Inman may be lucky to survive, with a few of the international brands, traditional big names continue to pk.
Double eleven is a lasting battle. As Jin Yong’s novels say, martial arts and heroes have always been there, and how the rivers and lakes may stop. . .
Dining Table,Folding Table,Round Tables,Glass Tables
Jinxiang Industrial Ltd. GZ , http://www.jxboots.com