Tmall Double Eleven: Mother And Baby Class Top To Barbara

It is understood that in 2015, Tmall's "double eleven" mother and baby category sales champion was balbala children's clothing brand.

Barbara is the children's clothing brand of Semir, a local fashion brand in China. Its brand name is "high quality and low price" children's clothing.

With regard to its O2O layout from the pformation of its parent company Semir, Semir's pformation has also contributed to the better development of Barbara.

Semir carried out a large-scale pformation this year. Compared with other similar brands in China, its pformation has achieved some success. In 2015, Semir ranked fifth in the "double eleven" men's clothing category, but it did not enter TOP10 in 2014.

There are 5 ways to pform Semir:

Setting up an electricity supplier is convenient.

Semir opened an electric business in 2012. Initially, the online store platform was used to meet the needs of high inventory.

Shao Feichun, general manager of Semir electricity supplier, has mentioned that the offline stores are trying to digest inventory.

They damaged the brand image, so they used electricity suppliers to digest inventory.

The injection of overseas cross-border electricity providers into cross-border electricity providers; it is reported that in 2015, Semir signed the "ISE" with Korea.

Contract, the establishment of a new company will enter the overseas market and cross-border e-commerce business in the future.

Korea ISE company is Korea's domestic e-commerce service enterprise, it has two websites: WIZWID and WConcept.

The introduction of multi brand strategy; Sen Ma Li seeks to change the positioning of the fast fashion of parity, and constantly carry out mergers and acquisitions, cooperation and development of new brands, involving children's clothing and high-end brands.

It is reported that Semir has vigorously developed children's formats, and has launched many children's formats after Barbara. In addition, Semir has been looking for opportunities to enter the high-end clothing market, and it has failed to acquire GXG for men's clothing. It is reported that the acquisition of high-end products is still planned.

The introduction of online payment to track user information; Semir said that solving the problem of "one night stand" between users and businesses is the key to O2O, so Semir introduced mobile payment, which not only facilitates user experience, but also makes user information precipitate, so as to understand users' information and preferences.

The layout of the whole channel solves the contradiction between the online and offline guns. One of the most important problems in the traditional enterprise layout is to solve the problem of "contending for goods" under the online and offline stores. Semir has formed a plan for distribution under the online order line, and online orders will be allocated to the corresponding offline stores according to their orders, and they will be distributed and related services, and the profits of the offline stores will be 15%.