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Guangdong Yin Man Double Eleven When "The Only" Sales That Day Break 100 Million.

2013/11/12 13:37:00 84

Li Keqiang Ma Yun Taobao Tmall Women'S Wear Brand Yin Man Double Eleven

"P >" < a href= "http://sjfzxm.com/news/index_s.asp" > double eleven < /a > 8 hours before the night, 5 minutes from the Haizhu passenger station in Guangzhou, breathing a cool and humid air, and then came to the headquarters of the company, which sells small and fresh women's clothing on the Internet.

dozens of people in the big office jump together with the rabbit dance, the early morning CEO sounded the sound of the war drum, and the music of the women's Band team at 3 o'clock at night.

From the quiet night sky of Haizhu Creative Industry Park, which is inconvenient to traffic, if you are not "double eleven", you will never imagine that the brightly lit floor is an electric business.

more than 20 hours later, < a href= "http://sjfzxm.com/news/index_cj.as" > Ma Yun < /a > received a message from Tmall's whole network that it sold over 30 billion yuan in the video conversation with the employees.

At this point, Guangdong Yin man has also completed the key step of his e-commerce.

"for Yin man," double eleven "is not one, but the only" /p ".

"war" start /p >

At 7:33 on the night of "P eleven", the Guangdong women's wear brand "a href=" http://sjfzxm.com/news/index_f.asp "Yin man < /a" became the first brand of the real-time Tmall women's clothing category, and at the same time, it realized the target of breaking the sales volume of 100 million yuan on that day.

At the headquarters of what they call the "main battlefield", the overnight workers of the electronic industry applauded, cheered and excited.

Within 20 hours of becoming P brand, consumers constantly refresh the red data on the screen:

0:04, sales exceeded 3 million, Tmall women's clothing category turnover tenth;

0:16, the turnover increased to fifth place with 11 million 110 thousand yuan, the first four were Ou Shi Li, Han Du Yi she, uniqu, Aka;

0:36, ranking rose again, ranking fourth;

1:09; become a href= "http://sjfzxm.com/news/index_s.asp" > Tmall women's wear brand < /a > 3A;

8:20, the first category of Tmall women's wear category;

10:30, a breakthrough of 70 million yuan, half a day has been tied last year's "double eleven" all day performance;

19:33, the turnover volume was 100 million;

21:12, Ma and Yin men's staff video dialogue;

21:19, the total paction volume of Tmall reached 30 billion yuan;

...

for this achievement, a young team with an average age of 25 is busy.

Less than half an hour after "P eleven", the customer service trabeculae seconded from the operation Department stopped the original customer service work and meticulously modified a product picture with Photoshop.

As soon as I inquired, this product was sold out, and she received the notice of adjusting the product.

In addition to the fact that the products are sold out, according to the data analysis of product repercussions, it is another reason to adjust products in a timely manner.

, she told reporters that the original customer service team has more than 200 people, in order to "double eleven", the company from various departments to deploy staff support customer service, a total of more than 500 "shop two" standby.

She worked from about 10 p.m. around 2 p.m. until 11 a.m. at 3 a.m., then took 6 hours off, and then went to work at 12:30 p.m. at 9 o'clock.

despite the hoarse voice, Fang Jianhua CEO is still impassioned on the stage.

The customer service at the stage did not have time to look at him, his fingers were flying, but the keyboard was rattling.

this year's "double eleven" preparation process started from the May internal analysis and formulated the marketing plan in 7 and August, and has been implemented since September.

Liu Jiahui, media manager of the Ministry of public relations, said, "this is the most important day for us all year round, not one of them."

Colleagues who share similar views with him are not in the minority.

"nearly 200 million consumers participate in this day, while helping them discover potential demand, it is also an excellent opportunity for brand exposure and expansion."

Fang Jianhua said that through various marketing methods and publicity, from offline advertising, TV hard to online WeChat, micro-blog, virus video and other channels to push news, invite consumers to choose "double eleven" commodity which is good, together to create holiday shopping atmosphere.

For this reason, P launched the braid competition, dove game and the promotion of various microfilms, and spent tens of millions of dollars with his colleagues in the November 7th.

he said that the previous "double eleven" platform and the < a href= "http://sjfzxm.com/news/index_s.asp" > the electricity supplier < /a > were more concerned, but now the protagonist has become the whole society, and is the online Carnival Carnival of the whole people.

for electricity suppliers to encroach on the traditional market, Fang Jianhua said that the electricity supplier must seize some of the share of the traditional market, but more is stimulating stimulate the new consumption growth point. In the long run, the line and online will eventually tend to merge.

in addition, because of the small profits and quick turnover, the rate of reduction in the rate of single profit is doubled by the doubling of sales volume, and the overall profit margin of "double eleven" is basically the same as that of the whole year.

"in order to fight this battle, data analysis began in May"

prepare for battle ahead of /p >

When p sells every node, the host on the scene will announce loudly that everyone is full of energy and always receives warm applause and cheers.

The night gradually deepened, and with the last trading peak in the past, the silk tired and floating on the staff's face, however, the keyboard was still cracking and there was no deceleration.

labor intensive foreign trade enterprises pition "electric shock", Fang Jianhua said frankly, initially wanted to try, from a few hundred yuan a day, to the first year, "double eleven" sales of 6 million 800 thousand yuan, second years 17 million 870 thousand yuan, third years 70 million yuan, doubled the growth to let Yin man see the strength of consumption.

"Today is the fourth year for us to participate in the" double eleven ", with the goal of breaking billion.

Fang Jianhua said, "the double eleven" brand sales exceeded 100 million yuan on that day.

This goal has been completed in more than 4 hours from 12 days.

The data line is still extending to higher goals.

up to 11 at 9 in the evening, there are 14 brands like 100 billion in the same way.

Among them, there are 6 brands in Guangdong.

In order to fight this battle, P began data analysis in May this year.

According to the introduction, the key to EMMAN's emphasis on data lies not in information itself, but in the trajectory of target consumers' consuming habits and behaviors after their specialized analysis, and thus applied to the whole chain marketing of R & D screening, supply chain management, inventory management, distribution channel, marketing promotion and after-sale service.

Zhang Yingxuan, vice president of public affairs of the company, has grasped the customer's consumption demand information, and knows which products sell well, which products should be eliminated, and timely adjust production.

According to the introduction, this is especially important for women's clothing industry, which is diversified in consumer demand and product color updates.

for example, the electricity supplier can see the history of consumer orders and purchase records of products purchased on a platform through the background, and can identify the relevant characteristics of users through data analysis.

To give a simple example, if consumers frequently buy teaching books or materials, we can infer that this is a teacher who can make targeted marketing plans accordingly.

, Fang Jianhua said, the power of data lies in the advantage of inventory control.

Facing consumers directly, they can directly see the past consumption data and shopping cart situation and make reasonable analysis and prediction, which is more pparent than traditional channels, and the preparation and stocking of inventory effectively become a major advantage of the electricity supplier.

Last year, it sold more than 185 pieces of a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a", year-end inventory less than 150 thousand, less than 8%.

"in the competition of all kinds of electricity providers, the price is obviously too thin" ().

emphasis on tactics .

the mascot of cotton and flax with red floral braid is photographed with everyone in the anteroom. The girls' hair in the team is tied up with all kinds of small plaits, no matter how long they are, and even the security buddies at the door should wear specially tailored plaits.

It is said that this is a symbolic factor in brand modeling.

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"we have a very small group of users. We have a small and refreshing brand. The brand positioning is also accurate. It is a literary and artistic fan of cotton and hemp.

This seems to be very limited in a single geographical area, but the Internet allows us to break the concept of the region, as can have broad market space.

Fang Jianhua explains his understanding of brand in this way, because small and beautiful, because of beauty.

"if a brand wants to survive and grow in the competition of traditional brands and hundreds of millions of consumers, the price is obviously too thin."

This is a long-term precipitation, which is a comprehensive competition for service, quality and even the strength of the whole company.

Fang Jianhua said, "double eleven" this day, in addition to discounts, it is better to provide consumers with the best products, and the best experience of the whole brand.

in fact, in the course of the development of Yin man, there are also some competitors who are developing at the same time constantly changing their location and style, but in the end they are eliminated because they are not featured.

"The brand can not be built up. Consumers will always say this" a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a "is bought by Taobao, not by Yin man.

Media manager Liu Jiahui said.

On the day of "P eleven", Yin man introduced 1800 garments, more than 300 of which were specially designed.

"One year's design for this day."

Fang Jianhua said.

in addition to the general style, yemann also specializes in creating a limited "111 hand and 18 wear" limited handmade high-end custom set. The limited price of this pure cashmere and mulberry silk is 5999 yuan online. "This is < a target=" _blank "href=" http:// www.sjfzxm.com/ "> designer" /a > a needle and a hook. "

Fang Jianhua said.

In addition, the staff also produced many gifts for customers.

It is reported that the current customer repurchase rate has accounted for more than 50%.

P also tried to avoid repeating the disadvantages.

"Before a special person to try on, and then put the experience on the Internet, for reference for consumers.

In addition, in the return of the goods, the Tmall 7 days no reason to return the goods to 30 days.

Zhang Yingxuan said that this is due to the confidence in the quality of the product, on the other hand, it is also a way to improve the quality of consumer experience.

emphasis on brand is also reflected in the development of the business of the platform.

Although sales in other platforms such as Jingdong and Dangdang are not as good as those in Tmall, "we are a brand name, not only for one platform, but for each platform in terms of share in Internet sales."

Zhang Yingxuan said, for example, Tmall accounted for six to 70% of Internet sales. Inman also placed the corresponding share of sales and energy on it, and at the same time set up an independent team to specialize in this major market.

day and night for this time /p >

epilogue .

10 at 11:40 in the evening, Zhao Xuefei, the customer service director of Inman, dressed in red sports clothes, walked frequently among customer service seats. Sometimes he stopped to stare at the screen and make directions.

It turned out that she looked at the number of unprocessed messages on each customer service window.

"Before the official opening of zero hour, we must ensure that the customer information of each customer service hand is not equal to the average. If there are too many backlog messages, we must promptly distribute them to other customer service."

"the reason is that once the activity platform is opened after zero hour, there will be a lot of questions and other information pouring into the customer service background. If a computer does not process too many messages, a lot of new information will cause the computer to crash.

"During the restart time, consumers do not know that we are in a state of affairs and will lose large numbers of customers because of the failure to respond promptly."

she is not the only "red sportswear".

More than 10 such workers walked through the tables and chairs between the big rooms, doing all kinds of checks and proofreading before opening the gates, avoiding all kinds of problems.

The Hulk and Superman get on the raffle by the node, the hot dance band is refreshing, and the drum drum is encouraging.

Preparing for the "double eleven", these employees, who are commensurate with "family" and "warrior", are coping with the round the clock rotation in various ways.

in addition, the main battlefield has been specially designed as the airman aircraft with a flight number of 20131111. The colleagues deployed by various departments are empty, and every two hours provide fruit or night snack service for "customers" on the "passenger plane".

Xiaowen, the design department, has just joined the P for two weeks. She told reporters that from the 10 day, the flight attendants group was divided into two shifts to provide continuous catering services.

At 11 noon, 1 o'clock, the succession partners came, and the second class will work until 12 am.

In addition, on the 11 day, a large number of trading processes will be gradually pmitted to warehouse packaging, logistics delivery and other stages. For the last kilometre, Yin man has also adjusted this year and actively prepared for the war.

Zhang Yingxuan introduced that last year's "double eleven" orders were shipped for 5 days, but due to logistics and warehouses, it took nearly 2 weeks to complete the distribution.

This year, they learned from experience. In addition to the Guangzhou headquarters, they also set up separate warehouses in Hangzhou, and shunted part of their stock. In the face of the expected number of packages exceeding 300 thousand, they were divided into batches in batches and tried to rush to deliver before a large number of logistics congestion.

partners, Fang Jianhua said that the rapid development of electricity providers this year has won the attention of EMS. He has made a bold attempt from the express distribution, signed a partnership with EMS, and became the first strategic partner of the company, giving 60% of the business to EMS.

"Compared with small and medium-sized express, EMS has advantages in boxing services, warehousing capabilities and pit pportation, and hopes to deliver products to consumers in a timely manner this year."

strong > offline to online, manufacturing to brand /p >

At 9:12 in the evening, P, as the only Guangdong brand and Tmall women's clothing store, successfully connected with Ma Yun's video.

But just a few minutes, because the whole network sales exceeded 30 billion yuan, Ma Yun interrupted the connection.

at this time, the 14 brands that Alipay announced were trading over 100 million yuan, namely, the Fonda fund, camel a target= "_blank" href= "//www.sjfzxm.com/", "dress /a", "cool TV", "Yin man", "fuanna", "life insurance" and so on, all came from Guangzhou or Shenzhen, Guangdong province.

After taking the camel, he became the biggest brand in the online retail market.

it has been said that this hot 30 billion yuan is derived from the wallet of consumers, originates from the platform created by Taobao Tmall.

In fact, the making of such a big cake is also rooted in the dream and efforts of thousands of electric business enterprises.

"do you see" a href= "http://sjfzxm.com/news/index_c.asp" > Li Keqiang < /a > the dialogue between prime minister and Ma Yun? "After 80, shop owner the Yellow Sea Jin never cares about politics, but when she sees reporters, she still can not help but feel excited about her" double eleven "consumption.

Because at the end of last month's economic situation symposium, Premier Li Keqiang once said to Ma, "you have created a consumption point."

this new consumption time point, through countless efforts and innovations made by Inman or large or small enterprises, reflects from the mirror of the electricity supplier into the eyes of consumers.

Huang Weihong, the partner of p a href= "http://sjfzxm.com/news/index_h.asp" > Taobao < /a > little shop owner Yang Pengjia is not the first time to experience this consumption time.

In 2012, due to the lack of early stocking, the warehouse in the first half of the night had emptied his warehouse.

This year, he prepared goods worth more than 4 million yuan ahead of schedule.

online shopkeepers' passion for "double eleven" has long affected the "industrial chain".

Starting from six months or even a year in advance, preparations, research, design, production, promotion, sales, and logistics, the electricity suppliers in the whole industry chain explore their own paths, and find the magic trick. That kind of crazy working state and mood has reached a climax with the advent of the "double eleven", which not only affects themselves, but also allows journalists who come to the scene and a screen of consumers to feel that magnificent spirit and be willing to take part in it.

in Guangdong, Cai Tieqiang, a flying fish, said that he often relied on faith in his entrepreneurial process. He was tired to go home and went to bed to sleep. He could not sleep. Nothing could be done about it. Jiuding's buoyancy summed up that last year, due to the estimated conservative payment of university fees, two months ahead of schedule this year, he filled up the goods and arrived at 40 sub warehouses nationwide before October 25th. Even though Fang Jianhua had been well prepared before, he still stayed in command of the captain's cabin all night.

"if customers are satisfied with this shopping experience, I believe they will come back later."

These constant progress and progress will be a new force to stimulate China's economic growth.