Noki single down jacket hot 140,000 pieces: traditional clothing brand can also create e-commerce explosion models

In e-Commerce wars, the e-commerce has always been regarded as the traditional clothing brand to deal with inventory, and still can create explosions.

Noch’s men’s e-commerce sales set a gratifying performance in 2013. Last year, “double 11” single-day sales totaled over 20 million yuan, ranking among the top 20 sales of Tmall men’s clothing, and one down jacket was even sold on the same day. Champions, and sold more than 14 million pieces in 2013, surprised the industry.

Noci sixth-generation terminal image interior

Traditional clothing brands can also create explosive models

The so-called “explosive funds” is naturally a single product with a very large volume of transactions. In a short period of time, it can achieve high sales, ranging from five to six thousand, and as many as several tens of thousands. We naturally think of online brands. , And its majority of clothing, a single product "explosion models" breakthrough, you can achieve a 30-day delivery of a batch of goods, can quickly reflect the trend, which is six months ahead of the traditional clothing brand orders, production is very different.

In 2013, the scale of apparel online shopping transactions reached 407.6 billion yuan, and apparel is still the main sales force of Tmall and Taobao. It is understood that the Tmall apparel section 2013 "Double 11" launched 231 explosions, of which seven wolves explosion models for the fashionable light colorful down jacket, priced at 399 yuan, a discount rate of 44%, the amount of 18,000, the total value Super 7.18 million yuan; and a Nock a value of 989 yuan down jacket single product sales exceeded 40,000, ranking first in the entire network single product sales. Due to the low discount rate, the company enjoys more flow resource support, and the product sells out at a high rate. It is generally robbed and drives the sales of other branded products.

As a traditional clothing brand, Noci will transition to a clothing retailing company based on internet sales in the next three years. It will make great efforts in e-commerce. “Noki's decision-making, operation policies and supply chain support have given us tremendous support. The confidence is not just a matter of subdivision, but it is based on the sales strategy of explosion models for supply chain, finance, promotion, and team operation capabilities.” Noch e-commerce agency company – responsible person for public procurement Qi Weilin said.

To create explosions, Noci made the following preparations

Traditional clothing brands have been very cautious about making explosives. Due to the long ordering cycle, popular trends have varied and the risks are enormous.

However, winter is also a traditional sales season. Down apparel is a hotly contested market. Customers have a high unit price but the competition is fierce. It is also love and hate. Flows and performance make the company coveted. The support of Nochi's decision-makers and suppliers gave the public electricity providers great confidence.

Last year, "Double 11", Noci mainly introduced autumn and winter new models, knitwear, jeans, down jackets, shirts and other categories, to provide consumers with 1-3 fold shipping, full 300 yuan minus 50 yuan, over 500 yuan less 100 yuan, "Double 11" to buy before uploading the top purse in 2013, 1111 to send the order before sending the belt, 0:00 to 3:00 on the 11th, there is a heart-beating one free per minute, the average value per hour sent ten thousand Yuan gift, free 50,000 yuan payment amount and other benefits.

Explosive Down Jacket 2013 by Norwich

First, full deployment: In the two or eleven months before the start of the “Double 11′′, Nochi set out related preparations, including commodity selection, discount pricing, activity plans, logistics preparation, system optimization and marketing promotion, and personnel reserves. Ensure the fastest and most efficient investment in the "double 11" battle.

From the design, craftsmanship, fabrics, down, version, color and other aspects of the next effort, 3D stereotyped tailoring, excellent self-cultivation effect. The Nochi brand R&D center draws 80,000 men's figure data in Asia, 360-degree accurate to every corner, every detail, and strives to develop the perfect fit for Asian body shape. A good design is a good marketing. From the R&D to the production, this down jacket Nogi studied the style, fabric, and accessories details of the down jacket after many meetings. When the clothes came out, Nocky’s own people “did not put it down”. Jeannucci's marketers were well-informed before the arrival of the "Double 11".

Second, the "double 11" day: In the "Double 11" campaign, how to publicize the promotion of course is very important, how to stand out among many businesses, to attract traffic, Nuoqi natural methods. All businesses are engaged in activities, in the promotional information in the overwhelming merchandise, Noch always pays attention to the visual creativity and leadership, long-term concern of the Noci flagship store friends will "look at the map to speak", this page down jacket Noci learn from Apple's design style, concept.

With the accumulation of the front, in the face of such a large flow and potential energy as Tmall “Double Eleven”, it was quite confident and created extraordinary. “We attract a large amount of traffic and effectively increase the conversion rate. In store decoration and product details The design of the page is full of time and effort, telling everyone the perfect design, superior quality and favorable price. I believe this down jacket will win the favor of the majority of consumers.” Qi Weilin said.

In the three years' time, Noch continued to upgrade the supply chain, and gradually adapted to the online “game rules”, namely, flexible production, rapid replenishment, and rapid sales control while controlling risks. There has never been a broken color code in this down jacket selling season, especially in the face of "double 11" surge orders. This is not easy, and it is still hot in February this year.

Third, after-sales is the key: After the "double 11", how to ensure that products delivered to buyers as soon as possible is the focus of many companies. In this regard, Nugge communicated with the logistics company in advance all the shipping processes and details, and optimized the order circulation system ERP to improve the order flow speed.

For the most critical link after the explosion, Qi Weilin said: "Good division of labor, perfect logistics and after-sales system contributed to last year's 'double eleven' campaign has made brilliant achievements, the future of retail enterprises in the logistics will be more and more Receiving 'social logistics', namely the third-party overall service cloud logistics, Wuzhou Online is a prominent company in the industry. Through the integration of third-party resources, Nochi 'double 11' orders were completed in nearly 30% in 3 days. 70. Customer Service We recruited part-time and intern trainees from nearby universities 2 months in advance to carry out training to ensure quick distribution and delivery."

Traditional clothing brands must create the explosives, can not do without the attention and support of decision makers, should be the company's e-commerce road to the development of strategic level up, there must be determination and courage, there must be a spirit of change.

The future is the era of the Internet. How to gain a share in the increasingly competitive market environment is worthy of deep thinking in the industry. It is not only good products, marketing strategies, and logistics systems that must be unified. It must be able to integrate online and offline strategies to capture the market at the fastest speed.

Nochi APP trial operation sales site

Gradually realize the integration of online and offline

E-commerce has a huge impact on traditional clothing retailers. With the arrival of the Internet era, this is not the end of the apparel industry but a new opportunity. The online and offline segments of the clothing retailing industry are equally important. Ding Hui, chairman of Nochi, stressed at the company's 2014 annual marketing conference: “In the next three years, traditional clothing brand clothing retail companies will be based on the Internet. Sales-oriented clothing retail companies are transformed."

Therefore, traditional enterprises must have O2O's inherent advantages in the offline market and make use of its advantages. Traditional enterprises can achieve breakthroughs. How to open the line up and down the line is a big project. Based on this, Ding Hui forwardly put forward the “cloud clothes kitchen” project, which refers to the business based on online and offline multi-channel integration, multi-category clothing management, open platform services form. The “cloud wardrobe” is based on a big data information system. Noch's sales staff, merchandise, stores (ie, people, goods, stores) are all digitally entered into the system to provide consistent goods and services for online and offline customers. .

Noch always talked about the importance of the model, innovation and subversion of the industry, but with the advent of the mobile Internet era, O2O and other new tool models gradually mature, without the paralysis of layers of agents, positioning in the fast fashion products 25-40 The R&D of real-time interoperability based on big data is accurate and cost-effective. Nowitzki's advanced retail model continues to highlight, and these advantages are even more prominent in the future of e-commerce.

Since May 2011, Noci has opened flagship stores on mature B2C platforms such as Tmall, JD.com, and Yihaodian, and has officially entered the e-commerce space. It is understood that in the past two years, Noch's online sales show an increase of more than 100% each year. In order to further build an online platform, in January 2014, Noci Mobile Store APP was launched in the pilot market in Quanzhou and officially entered WeChat micro-shopping in March.

According to Wang Weiwei, the leader of the Nochi O2O project, Noch Micro-Shopping and APP Mobile Mall will be gradually promoted throughout the country in the near future, and plans to cover the national market within one year. At present, all the work is progressing steadily, and adjustments and optimizations have been gradually made to the organizational structure, compensation system, personnel training, information systems, product research and development, supply chain management, and channel distribution in order to ensure the smooth progress of this strategy. .