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Tmall Double 11 Must Be Cool In Diving. "It'S Shocking."

2019/11/7 11:36:00 0

Tmall

Today, a Tmall double 11 pre-sale list from Wien consulting has been cleaned up in the circle of friends and group chat of e-commerce users.
In this list, the cosmetics industry is like chicken blood - sales grew by 83% year-on-year, and household appliances, sports health and jewellery gifts also increased significantly. At the same time, household clothing, mother and baby, clothing, mobile phone digital, computer office and other major categories had a significant negative growth, especially in the negative growth of clothing 27% and computer office 39% negative growth.
Although the accuracy of the list has not been confirmed, and after the WeChat public number of Wien consulting was issued shortly after it was deleted, Ali public relations department also responded to it as "false report" and "rumor". But the topic has been a hot topic in the industry. Some people are stunned by the protection of cosmetics, while others are angry with their clothes. As a category that has grown up almost with the domestic electricity supplier industry, the rapid fall of clothing categories inevitably makes many traditional business people feel sad.
Has the era really changed?
  01
Cool clothing category?

Clothing category in the above list of "diving" shocking.
With the sense of senior business executives, the clothing "this year's absolute strong category in the age of Ali and vip.com has fallen very badly". Others believe that "no lowest price but lower market price sink" has deeply hurt the entire garment industry.
One question is, is such a sales diving phenomenon of Tmall, or an electricity supplier phenomenon, or even an industry phenomenon? What is the truth of clothing category?
According to the data released by the National Bureau of statistics in September this year, sales of clothing and cloth fell to varying degrees from the fourth quarter of 2017, including 54 billion 60 million sales of clothing in 2018, down 24.8% from 71 billion 910 million in 2017. In short, the sales of clothing in China decreased by 17 billion 850 million in the past year. On average, up to 1 billion 400 million people, probably the whole of China, each person buys less than 12 clothes in a year.
The reduction of sales means that the number of clothes sold by every enterprise can be reduced. If we want to maintain revenue and profit last year, there are only two ways to sell more or raise the unit price, either of which is a difficult choice.
There is a clothing brand trader to the power of the billion state, the current clothing consumption market has long been different from the "explosion" era, hundreds of thousands of pieces of sales that year, can only be replaced by a large inventory backlog today. Fashion, quick sales, personality and other clothing consumption concepts quickly returned to the fashion enterprises. The production mode of the garment industry began to change from "big to full" to "small but fine". Paying attention to original design, special fabric and new color matching have gradually become the development criteria of Frontier garment enterprises.
In this process, the demand for design and new materials brings rise in cost. However, it is difficult for garment enterprises to put in large quantities of production as before to dilute the cost of innovation and expand their benefits. If such a highly customized or high priced single item just finds a more suitable channel, Tmall will no longer be the first choice.
Another clothing brand trader has pointed out that the overall performance of the garment industry in this part of the electricity supplier has not declined significantly. This year, the drop in Tmall's pre-sale list is the inevitable result of the channel dispersion.
In the past, there were only a few big plates in the clothing industry, mainly based on stores and Tmall. Nowadays, new channels such as social business, small programs and so on have poured in, which has dispersed traffic. If clothing brands do not pay attention to these new channels, traffic will not be retained.
In the hands of the clothing brand operators, new channels and old channels add up, all belong to the redistribution of the stock market, the cake has not become bigger, only the industry's internal cost, revenue, efficiency and other links in the reallocation of value.
Another garment industry practitioner talked to billion power that the biggest problem for domestic fashion brands to constantly restructure in the new channel and new traffic flow is that the brand is not a true brand. In his view, real brands such as NIKE and ZIPPO are valuable as long as LOGO is printed on merchandise, and there can be room for negotiation at any time. And the supply chain of Chinese clothing is very mature. Any brand can get goods directly from the factory.
"No matter in terms of data production or support for distribution profit margins, the characteristics of these factory OEM and the domestic e-commerce platform are very matched. These brands often flow with the flow, and no one really remembers those brands." In the view of the practitioners, the brands that can be called brands in the country rely on thousands of stores to operate in heavy assets and stock up in the mountains.
In this way, "fake brands" run along with the new channel, and their attention gradually runs away from Tmall. "Real brands" are dreaming of the sinking of channels, but the high ones seem to be unable to sink. How can they not get high? (supposedly, in addition to sports, clothing brands can not penetrate the 1~7 line brand, not the 1~3 line, or the 4~6 line). As consumers' personalized demand surges and new channels pour in, clothing brands are unable to find a way.
However, the decline of clothing category in the pre-sale list is really just because the channel is dispersed?
An electric business veterans gave another answer: nothing to do with the market and weather. In this business veterans view, this year's double 11 weather is more hot than in previous years, resulting in Down garments, cotton clothing, clothing sales, and this category in the double 11 clothing category accounted for up to 30%, resulting in the overall decline in clothing category.
He thinks that if the weather will turn cold around 11 or so, the result of clothing category may be quite good. This seems to be a train of thought.
  02
Why does beauty skin care rise?

The emergence of new channels may be one of the reasons for Tmall's double 11 presale list in Waterloo. But in some people's eyes, the more important reason is that the platform's traffic distribution mechanism makes it difficult for the mid waist clothing brand to play in double 11.
There is a senior business operator to tell the power of billion power, in the Tmall platform's clothing category, the gap between the head business and non head businesses is huge. "Especially in double 11 such nodes, not the brand of the head can be ignored, Ali will tilt the resources to the head brand, and the non head brand merchants must find their own way out."
Knowing that double 11 will live under the shadow of the head brand, the mid waist brand is willing to embrace new channels. Take social networking business as an example, consumers may not be the best products found in social networking providers, but they are most likely to be the ones they need most, which is different from the traffic distribution logic of traditional e-commerce platforms.
The same phenomenon also appears in the field of skin care.
According to the statistics of ECdataway data, since the pre-sale of October 21st to November 5th, the brand pre-sale amount of Tmall double 11 beauty and skin care category Top20 (including deposits and tail payments, deducting the amount of coupons) is all over 100 million, followed by Estee Lauder, L'OREAL, OLAY, Lancome, SK-II, post, Arden, Arden, Helena, Xiu Li Ke, snow flower show, koyan, HomeFacialPro, Winona, 100%, 4, and the first 4 brands have a pre-sale amount of over 500 million. In the brand of the make-up category Top20, the amount of pre-sale amount is over 7, including M.A.C, Estee Lauder, Lancome, Armani, Givenchy, 3CE and Maybelline.
In the Tmall double 11 pre-sale list, which is compiled by the billion power company (the list data comes from the third party data agency ECdataway data Wei, unaudited or discrepant with official data), from the October 21st pre-sale to November 5th, the top five of the make-up perfume and beauty skin care category, the pre-sale amount were occupied by the head international brand, and the top ten also rarely seen the brand of the domestic brand.
This result seems to be quite different from this year's vigorous new domestic products and new brand trends. The old brand of the head brand hardly gives the new brand any chance in the battlefield of 11. Estee Lauder group's 2019 quarter fiscal year third quarter financial report shows that Estee Lauder's digital strategy in the Asia Pacific region is quite effective, with electricity accounts for 50% of its total sales in the Asia Pacific region.
Cosmetics and skincare products are similar in terms of extrusion to the middle waist brand and clothing category. However, the mid waist brand has not been out of the Amoy ecosystem.
A MCN agency operator told the billion power that Tmall double 11 support Taobao live this year far more than before, and too much traffic oriented live broadcast, which makes many middle and low brands find shelter. Because of the characteristics of live broadcast, cosmetics and skincare products are easier to be visually displayed, which has helped many middle and the waist beauty skin care brands get a sense of participation during the double 11 period. On the other hand, clothing categories are not easy to display with cosmetic and skin care products, and universality is not so strong. They are also worn by thousands of people. Therefore, it is difficult for clothing category to be convincing to consumers like cosmetics and skin care products.
The boost of huge resources has made the live broadcast a new pole of traffic, while beauty and skin care products are independent of their mountain tops.
Estee Lauder group 2019Q4 earnings conference shows that most of its marketing budgets are used in net red, star and all kinds of influential red men in social media, to consolidate brand equity and enhance repeat purchase rate. Fabrizio Freda, President and chief executive of Estee Lauder, said that the group has invested more in the last quarter, and "75% of its investment has been applied to digital marketing and social media networks."
The platform and brand share the same goal, so the beauty and beauty of skin care products are not difficult to understand.
  03
Tmall's double 11?

2019 when Tmall double 11 pre-sale list came out, there was an electronic business practitioner who looked at the chart shouting "the turning point of electric business has arrived". This category of pre-sale list and the proportion of positive and negative growth have begun to make some e-commerce operators unable to understand.
What you can't understand is probably not just charts. The birth of new brands, the transformation of new channels, and the rise of new traffic are constantly washing the traditional electricity supplier methodology.
Outside the environment is turbulent, Ali is also experiencing new life inside. After Ma Yun retired and Xiaoyao took over, Chiang fan's Taobao Tmall alone, more and more people gradually thought about the taste of dynastic change.
Senior business operators believe that the traditional electricity supplier industry has been showing a trend of involution in the past traffic business, and the impact of the new force can just open the gap for the next stage of the traditional electricity supplier.
In the eyes of Chiang fan, Tmall double 11 is moving from the past Carnival Carnival, which focuses on the big promotion, toward new exploration of "new consumption" and "new supply". Under the new normal, the double 11 of each year is a big parade for the new supply of four dimensions, which are new products, new brands, good source goods and global imports.
At the launch of this year's double 11 Tmall global carnival, Jiang Fan said: "Tmall also has a most important task is to enhance the efficiency of the business through the ability of products and technology, and truly achieve digital operation. This task falls on this strategic grade product of our flagship store 2 this year.
Among them, the core of flagship store 2 is "realizing the full use of data in the private sector of the business".
Jiang Fan knows the problem.
"Actually, our shop is not short of traffic today. We have a lot of brands and business shops that flow more than one million per day. Flagship store 2 has several major upgrades. First of all, we all know that hand washing has achieved a great improvement in efficiency over thousands of thousands of years in the past few years, but in the past, our ability to apply data in private stores was still very weak.
Alibaba is changing dynasties, and businesses are changing.
Take beauty products for example. In March 4th this year, Tmall announced that it will introduce 1000 new beauty brands into Tmall in 2019, and batch up more than 50 billion products sold over the past year.
The brand has also returned to Japan: this year, Tmall's double 11, more than 50% of the beauty make-up rules break the Convention, advance the most concerned Christmas gift box to the Tmall double 11 release in the year, including 215 big brands including Lancome, SK-II, YSL, Givenchy and Shiseido, and tailor 241 special products for Tmall 11.
Previously, the high ranking international brand quickly found the selling rhythm of Tmall's own earth gas; Li Jiaqi's anchors, such as Vic and Li Jiaqi, made the birth of bursting money almost become a planned economy; the new channels surrounded by public content fields, such as Jakes, little red books, micro-blog and so on, are bringing new meaning to the products. The rise of social networking providers has become one of the countless discrete traffic centers in WeChat's ecosystem.
The emergence of new traffic and the emergence of new platforms enable the brand to see the hope of new growth; the rise of new consumption and the success of new domestic products enable entrepreneurs to see the hope of making new brands.
Ali and its Tmall double 11, is it really necessary to change the dynasty?

Author: Shen Yang

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