Fast Fashion Traditional Brands Have Increased The Electricity Supplier

As of 12 noon on November 11, 2014, 2014, "Tmall 1111 shopping Carnival" has 4 clothing and apparel business sales of over 100 million. Silk fashion group, UNIQLO, Han Du house and Taiping bird men's wear flagship store broke through 100 million yuan in the first 12 hours.

"This year must be higher than last year's sales performance, but because Bosideng has a large base, sales growth will not be very radical." Zhang Yunning, director of investor relations at Bosideng, said in an interview with an economic reporter in twenty-first Century.

　　 Fast fashion Seize the electricity supplier resources

Japan's fast selling group's UNIQLO (UNIQLO) has made preparations for the big promotion of the electricity supplier, but the speed of its purchase is still unexpected. Almost all the main products are sold out in half an hour, including its best-selling light down jacket series, Heattech series, fleece series, flannel shirt series, underwear series and so on, the responsible person said. "There is no single product of black horse, or the hot selling products of stores are sought after."

And this speed brought about at 0:38 in the morning, when Tmall trading broke through tens of billions of dollars, UNIQLO women's clothing ranked first. As of 11 noon at 12 o'clock, UNIQLO has sold over 100 million. In 2013, "double eleven", UNIQLO's total sales performance was 120 million, ranking sixth in Tmall platform. In 2012, UNIQLO's "double eleven" activity ranked seventy-fifth.

"This year is also to strengthen all aspects of preparation, including increasing commodity inventory, adding online customer service staff, optimizing after-sales service process, improving order sorting and order delivery speed." UNIQLO responsible person said.

In fact, the growth of UNIQLO in China is also related to its global performance. Its parent company Xun marketing group recently released its 2014 fiscal year performance as of August 31st, showing net profit of 693 million US dollars, down 28.7% from the same period last year. But its annual sales increased by 21% to about US $13 billion 610 million, of which the Greater China region achieved 66.5% growth to US $1 billion 930 million.

By the end of August 2014, UNIQLO brand had 831 Japanese stores and 633 overseas stores, of which 374 were in Greater China, more than half of overseas stores, and UNIQLO's expectations for China were self-evident. At the rate of shop opening, previously, UNIQLO's prospectus also said it would open 80 to 100 new stores a year in Greater China, and its annual plan for 2015 was just 185 overseas stores.

Compared with the expectations of UNIQLO, its competitor fast fashion brand ZARA also pays more attention to the channel of e-commerce.

"At present, in China, we have 4 brands with network sales channels, namely, Zara, Massimo Dutti, Pull&Bear and Bershka. Among them, Zara has two network sales channels, Zara official website online shopping (zara.cn) and Zara Tmall official flagship store. The other three brands are only official flagship stores of Tmall. " Inditex group replied to reporters. At present, its Massimo Dutti, Pull&Bear and Bershka have launched the "double eleven" promotional activities, but there are no statistics yet.

In fact, the ZARA brand entered the Chinese market in 2006 and started online business in September 2012, but its entry into Tmall platform is not enough. At present, ZARA has online business in 26 global markets, and its relevant departments only give 5 million consumers access to websites every day. However, the official figures of China's official website are not yet available.

For the electricity supplier channel, Inditex expresses enough concern: "as a global retailer with diversified business models, we can see that online expansion has played a good role in replenish the offline stores. Inditex has always been very rigorous and step-by-step in every task. But we believe that more and more brands will launch online sales.

　 Traditional brand layout O2O

For the "double eleven" business promotion, Bosideng is the annual normal work.

"Since we have this concept of big promotion, we are doing it every year, and it has become a normal job." Zhang Yunning said, "but now," double eleven "is not only a major event in the electricity supplier industry, but also a major event for us. When we formulate the annual plan at the beginning of the year, we will come up with a special discussion on how to do it and how to implement it. But the real implementation will take place one month ahead of schedule.

This year, the main focus of Bosideng's business promotion is supply chain and after-sales service. "We made some improvements in online and offline stores this year. Shipments from different regions are shipped by local vendors. Although the settlement is still a unified port, the delivery and return of goods will be quickened by the completion of local sales. We could handle 50 thousand orders a day, and now we can handle 100 thousand orders. Whether processing orders or express delivery will speed up. " Zhang Yunning said.

Now more and more clothing enterprises have begun to pay more attention to Internet channels. Sports brand PEAK has said that it has started online promotion several days in advance. Its responsible person Xu Zhihua also told reporters before that, optimistic about the Internet, but how to do it will also slowly explore, but will pay more attention to the electricity supplier.

And Lining Tmall flagship store as of 11, 18, sales exceeded 60 million, in the domestic sports brand shop sales ranked first, third, sales of single products over 10000 pieces.

"We have a lot of stores, and how to make online and offline interaction in the future to drive sales enthusiasm is what we have to do. This year, WeChat side marketing has been added, and the development of mobile terminals will be progressively carried out. I hope to achieve O2O in the future. Zhang Yunning said.

By the end of last year, Metersbonwe also launched the O2O strategy, through the "offline shop experience + state shopping network shopping" to carry out the operation of the entity shop combined with the Internet.