Since Ancient Times, Many Changes In Clothing, Shuffle, But Also Look At The Electricity Business Double Eleven War.

Since ancient times, clothing has been changing.
Throughout the first six years of Taobao double eleven women's wear sales in the first ten battle situations, in 2013 -2015 three years, with the Korean clothing house, the Yin man, the split silk, the Artka, the goblin pocket as the main force, was born in Taobao's brand to become the super IP in the field of women's clothing. However, since 2016, the number of brands in the list has dropped in Waterloo. Until 2017 or 2018, the only family of the Korean family can compete with traditional women's clothing such as Lingzhi group, Taiping bird, ZARA and so on.

Photo source: Zhongfu net

Why do you want to clean up?
In the early years, Amoy brands, with their unique styles of explosions and Alibaba's rapid growth in China's electricity providers, became a platform for the success of platforms and brands. This also allows the traditional brands, manufacturers and channel merchants who have been stationed in department stores to smell the money of electronic business. This leads to the old players who take the initiative to touch the net. The old players begin to nibble on the share of the Amoy brand. The rule of selecting two rules and regulations of the platform accelerates the separation of a large number of Amoy brands and platforms.
Some of them can stick to and transform into real Chinese brands. Some are still groping and selling, and some even gradually disappear.
Why do all the other Amoy brands no longer have names on the list? First, the traditional brand comes with buff. After years of development, the store has accumulated huge fans and customer viscosity. After Tmall, it automatically attracts traffic and turnover. In contrast, the Amoy brand started from C2C without a perfect supply chain. Coupled with the weakening of search function and the rise of social networking providers, it is hard to build new models. In short, we can not escape the following shortcomings:
Consumer recognition is not against traditional brands.
Platform traffic sloping traditional brands
Commodity prices are not strong enough.
The supply chain is too weak to make up the bill quickly.
Is the Amoy brand willing to be a seller?
The "single seedling" Han Du Yi house gave an explanation in an interview with the Chinese clothing network: "when the half of the Internet is over, most brands will set their own development path from the date of birth, and will adjust flexibly according to the market trend at any time, plus the online big cards, because most of the different styles of fighting are not on the line, which makes the Amoy brands live very well. Later, many and many fell out of TOP10, not because of their performance decline, but the opponent is too strong. In particular, the so-called "new retail era" has created an opportunity for offline traditional big names. With decades of branding and product strength, they can bring their loyalty to customers for decades.

Source: brand offers

It is not cold for a day, but the brand can not be built into a label by a few years or more than ten years' bonus. This also causes the Internet brand to be unable to match the PK of the industry giants. However, there are also some niche brands that make their own brands in their respective categories. They will not go to different levels with the giants PK.
Looking back at the Korean capital, the brand positioning at the early stage was "Internet + clothing" rather than "dress + Internet". When it was very small, it invested in building the system development team, independently developed the digital business intelligence system and the C2B operation system driven by the "explosion boom lag" algorithm. The system was officially operated in 2015, and processed 16 thousand orders per minute. On the other hand, the reputation of the flexible supply chain is outside, supporting 30 thousand new orders of nearly 20 million items per year, providing a guarantee for fast meeting the demand. What is the concept? It means that the about 2000000 packages produced on the double eleven day will be sent in three days.
In this way, a Korean supply chain has been built for more than ten years. Walk into the workshop and dozens of core suppliers, fabric suppliers, and create a flexible supply chain system driven by digital business intelligence. Through the Han Du Yi house supply chain system and supplier collaboration system, online supplier rating, control of production capacity and distribution of orders can be completed online. How flexible is the flexible supply chain? For example, on the day of "double 11", it can meet the uncertain demand of 2000 explosions, achieve instant chasing, 2 hours of material arrival at the factory, and 7 days of large goods warehousing, so as to meet the demand of "multi, small, quick turn over" of electric business enterprises. Of course, the core of Korea's clothes house sells clothes. In the past two years, clothing styles and clothing quality are constantly upgrading. This is also one of the elements that ensure that Han Du Yi house can be bought by consumers on the TOP10 list.
This year, the pre sale of the "double 11" is only 4 minutes after the opening day, and the number is more than that of last year. In fact, in recent years, business enterprises and consumers are becoming more and more rational about "double 11". More people focus on the two aspects of system operation health and consumer shopping experience.

Source: brand offers

IP acts as a cat.
A large number of traditional offline brands began to pour into Tmall, making Tmall's traffic incline to this aspect. With the increasingly difficult access to traffic, IP, joint name and other new channels emerge one after another. The cross-border cooperation between brand and image IP is consistent with the current situation, and is the result of what we need.
Prior to this, Han Du Yi house and HARPER 'SBAZAAR established close cooperation. Whether it is a designer selection contest, a fashion week designer in New York, a pioneer in Asia, Cui fan tin, signed a joint venture. Or many times invited to participate in the fashion week of New York fashion week and Milan fashion week, and gradually enhance the brand's right to speak in the fashion field.

Source: brand offers

For strong clothing brands, joint name is a set of trial and error methods, including three main reasons:
(1) the content of products can enhance users' effective decision: when commodities are combined with IP, they bring their contents and topics to touch the hearts of young consumers.
(2) social attributes bring about communication fission: the important attribute of IP is that it brings crowd tags and IP cars, and it is easier to find strong targeted people. These people are divided by two reasons: leader opinion effect, circle effect and word of mouth effect.
(3) improve sales efficiency and conversion rate: similarly, with IP holdings, a large number of people will shorten or even skip the purchase decision process directly, and directly pay for their own IP.
When it comes to how Han Du Yi house does everything possible to aggregate dispersed traffic, it says that it is not only the use of IP to initiate fission propaganda, but more importantly, content creation. In 2016, we began to seize the "short video" and the live air gap, create professional studios, set up two professional live broadcasting bases in Korea, and broadcast live or short videos by various channels. At the same time, in the Tmall search system, the key word of "Han Du Yi house" is very close to the list, and the key words are similar to "dress" and "Wei Yi". This also confirms the judgement that "brand is the first traffic entrance". Planning different theme activities, "live, the cutting-edge", "one person ahead", "natural C place" and "opening school to explode" have fun, this year's double eleven, it set the theme "do not want to be marked, I dare to customize". The most interesting, the most fashionable, the most dazzling sellers are called together.

Source: brand offers

　　 The entrepreneurial story under two carriages
From the "Amoy brand" to "Cat brand", Han Du Yi house shows a panorama: how Taobao merchants maintain their ecological effect from the Tai Tao Department to the TOP10 from unnamed start-up companies. Behind this story is the epitome of tens of thousands of Taobao businesses from small to large and gradually forming their own brands.
After the telephone business experience, there are only a few survivors and many variables.
Three years ago, Han Du Yi house opened the two wheel drive of "brand business + service provider". As a brand name, this clothing brand is still the focus of Han Du Yi she, a stronger appeal and a more flexible supply chain management capability. As a service provider, the Korean brand clothing development and support system is open to build a fashion brand internet operation platform. These two directions can be said to be the two carriages running side by side.

Source: brand offers

In 2019, "double 11" is the Eleventh "double 11" that the electricity supplier ushered in, and the volume should exceed ten times or even tens of times of daily life. Faced with massive orders, whether it is operation or system, must bear great pressure. Therefore, "double 11" is not a simple sale, but a test of the whole system. Beginning in the early June, planning, from product planning to product development to system testing, has become a part of "everyday".
As for ranking, in recent years, it seems that people no longer purposefully pursue rankings. Take the first, take the first ten, everyone likes it. After all, "double 11" is a display of strength. As far as Han Du Yi house is concerned, if we do not plan well, we will increase stocking pressure and increase storage pressure. This means that the delivery process will be affected, and the next time will affect the time of consumers to receive parcels. If you buy your baby late, it will definitely affect the shopping experience. This is not the result of the brand's desire.
Finally, entrepreneurship is a process of continuous evolution, trying water, replication, expansion and evolution. Whether it is a brand name or a new brand of rising stars, if there is no guarantee that we will always take the lead and win the ecological advantages, how many people still care about the Pearl on the crown?