Goldlion Menswear 5 Hundred Million Prepare For "Double 11" Distress Online Fake Flooding

In the second half of this year, Chinese business

Brand Goldlion began to make a big adjustment and restructure itself.

Business, 2015 of the "double 11" will also "play" a great deal.

It is reported that this year Goldlion is "

"Stocking 5 hundred million, marketing investment in more than 10 million yuan, both are equivalent to 10 times last year.

In the "double 11" publicity, Goldlion electricity supplier combines the whole category and the whole network channel to integrate the major mainstream e-commerce platforms and e-commerce media to create the global carnival, which involves men's clothing, luggage and leather goods, men's shoes and accessories.

Zeng min, general manager of Goldlion electric business, said that although double 11 has been investing heavily in marketing this year, it does not value the flow of venues because its main source of traffic comes from consumers' active search for brands.

In addition to Tmall, Goldlion also participated in the "double 11" by Jingdong and vip.com. When asked whether Tmall and other platforms had requested "2 pick 1", Zeng people said, "Goldlion will hold fair activities on all platforms, and its official store activities and preferences will be unified on all platforms."

Goldlion electric general manager Zeng min 47 years old has underestimated the electricity supplier

Although this is Goldlion's third "double 11", in fact, in the past, it has been "extensive" management of the electricity supplier business, nor has it seriously prepared for the "double 11".

Zeng min, general manager of Goldlion electric business, said that this year's mid term business is because Goldlion hopes to drive sales growth through online, while changing the brand image and making the brand "younger".

It is understood that Goldlion began to do business in 2010. In the first half of 2015, Goldlion's turnover was HK $732 million 670 thousand, a decrease of 0.71% compared to the same period last year, and net profit of HK $208 million 974 thousand, a 15.82% decrease compared with the same period last year.

However, its electricity business has always been based on the premise that it does not affect the sale under the line, so that it has cleaned up the over season inventory. So far, it accounts for only about 5% of the total clothing sales of Goldlion group in the first half of this year.

Zeng said that since the domestic retail market is expected to continue to be weak, the group's self retailing and outlets business is unlikely to break through in the second half of this year. Therefore, Goldlion hopes to increase its growth performance on the line.

"In the past, Goldlion did not do well because the group did not pay enough attention to the electricity business, and the strategy was not clear enough, and there was no suitable talent."

The path of "Youth" is very long

It is understood that Zeng people in charge of Goldlion's electricity supplier business in the second half of this year reorganized the whole plan.

According to its introduction, Goldlion now recognise that the electricity supplier is not only the way to clean the old goods under the line, but the most important media of the brand, so it has adjusted the products and publicity.

At present, Goldlion online has launched an electronic business fund for Internet users. The online products of Tmall flagship store will be dominated by special funds and offline stores within two years, while other stocks will be placed in other sales channels such as outlets.

In addition, in the past, Goldlion's e-commerce team was mixed. Recently, after the takeover of Zeng min, it completed internal "exchange pfusion", attracting talents from electronic business, and improving the ability of online operation and promotion.

According to Zeng min, old Goldlion has been targeting the crowd of high-end male users aged 35 to 45, which is also the most influential group of Goldlion.

In order to enlarge the present plate and take into account the development of the future market, it should expand the new and young customer base, change the brand image and move towards "younger".

"Although we want to influence younger generation through online and other means, we can not suddenly lay down the high-end users, so we need more time for pformation."

At present, Goldlion's main selling way is department stores, and there is no linkage activity between stores and online. For the time being, O2O will not be considered.

This year's "double 11" can be regarded as the first large-scale activity of Goldlion taking seriously the electricity supplier. The group is also concerned about the result of each step.

"Double 11" biggest distress: fake goods

This year's double 11, Goldlion's stocking capacity and sufficient manpower, then what pressure?

Zeng min revealed that Goldlion faced not only the problem of online and offline conflicts this year, but also the severe problem of online counterfeit goods more than 1 billion yuan, which is the headache for "double 11".

In 2014, the size of Goldlion products sold on Taobao platform reached 1 billion 60 million yuan, while Goldlion official flagship store sales amounted to 100 million yuan, or 1/10.

However, according to Goldlion's official clarification, Goldlion does not have any distributors, and it is directly operated in the mainland. There is only one Goldlion official flagship store on Tmall.

So how did 960 million of the last year's products sell from the unofficial flagship store of Taobao and Tmall?

After searching for "Goldlion" in Tmall, we found a number of non official shops selling Goldlion products, including "Goldlion Comfort", "Goldlion Leather" (Goldlion Leather), "Goldlion Underweather" (Goldlion Underweather), etc.

The trademarks of these shops are almost the same as those of Goldlion's official products, but the logo "Comfort", "Leather" and "Underweather" are not included in the corner. Goldlion claims the existence of the shop is not known.