Double 11 Is No Longer Price War, Quality Is The Key.

Double 11 has entered the final countdown stage, and all brand businesses have entered the final preparations.

The brand Taiping bird has entered a state of preparation: the new batch of computers of the electricity supplier team has been installed in succession, and the company's gymnasium is equipped with computers, which are temporarily requisitioned as customer service centers.

Training new staff

Zhejiang Textile and Fashion College, "more than half a month's closed training" is also coming to an end for more than 500 students from "Taiping bird order class".

Starting in November 7th, they will be staying in the Ningbo Software Park, together with the original more than 100 customer service teams of the Taiping bird business team to start a customer service for more than a week.

As early as in the early September, in the Cixi logistics center, which was built by Taiping bird at a cost of 500 million, the top ten of China's top garment enterprises had already started a double 11 mode.

In the early October, more than 1000 double 11 grass-roots workers were recruited.

The two double 11 simulation exercise has also been completed.

In short, all preparations for work are strained and orderly. This is the Pacific bird's participation.

Seventh years of great promotion.

Weng Jianghong, general manager of Taiping bird electric business, is more willing to use "normalization" to describe Taiping bird's double 11.

For the first time in 2009, when Taiping bird took part in double 11, the pattern only stayed in the "selling stock".

In 2011, a customer service also had to deal with 1600 customers at the same time.

At present, the Pacific bird has been quite calm in its stocking, logistics and personnel deployment.

In 2014, the total sales volume of the 11 brands of Taiping bird reached 260 million.

Double 11 ends second days, the Taiping bird team has already summarized the gains and losses, makes the next double 11 plan.

What's interesting is that the management of Taiping bird is indifferent to the "math problems" such as KPI and quantified sales targets. They have no specific plans for this year's revenue expectations.

Zhou Chen, director of the electricity supplier, said that the brand of Taiping bird did not deliberately create "burst money".

"Whether it is a consumer or not, we still make stock according to past experience and data."

In short, this year's double 11, supported by the experience of the mature supply chain and five years of big management promotion, is still a continuation of previous years.

Update online shopping experience

This year, the opening of Tmall Pacific flagship store is not difficult to feel the big international fan.

Weng Jianghong introduced that in order to better match the design of Taiping bird with the international trend, the company vision team started taking models to Japan, South Korea, the United States and Europe this year.

In terms of logistics, Taiping bird has made a lot of progress this year - fully cooperate with SF.

After the double 11 ends, Taiping bird's logistics center in Cixi will strive to complete the delivery of all orders within 72 hours.

Weng Jiang Hong believes that these two new costs add up. "In order to enhance the customer experience, we are willing to do so."

Test water O2O

If we look carefully at the parcel list, we will find that some users of Taiping bird clothing purchased from double 11 this year are from the Taiping bird shop which is not far away from us.

Beginning in August of this year, Taiping began to test water O2O, more than 30 homes.

The store became a "white mouse".

At present, the pilot area has been able to achieve online ordering, matching the system to the nearest user stores, by the store delivery.

This is the close proximity of the traditional enterprise with nearly 20 years of history to the Internet.

On the surface, Taiping bird's more than 4000 physical stores are the best support for O2O, but this is actually an increase in the difficulty of implementation.

Pacific bird's men's clothing business director should Navy said, "to do O2O, we have to open the front desk, backstage and marketing.

This involves the sharing of members, the logic of online and offline sub contracts, involving the distribution and settlement of interests of Brand Company and e-commerce providers.

Fortunately, "white mice" did well, according to the Navy. By the end of this year, more than 300 men's stores will be connected to O2O.

Lok ting and Taiping bird children's clothing will also be gradually accessed by the end of the year.

Combined boxing opens the preheating mode.

This year's double 11 first opened the pre-sale mode, the consumer ahead of schedule to enter the sweep mode.

The self marketing preheating of Taiping bird also followed the whole platform in advance.

Micro-blog is still the main battlefield of self marketing.

Since November 1st, Taiping bird's men's wear has begun to interact with fans through micro-blog's small coffee show. For 90 girls, the main brand of the sweet line is not only on micro-blog, but also with all kinds of offline activities in Colleges and universities; the Taiping bird dress official also has the potential to interact with supermodel Liu Wen, actor Song Jia and fashion blogger gogoboi to increase brand exposure.

New meaning must be played.

To play a new role, all those participating in double 11 are thinking and working hard.

In addition to technology and skill level, the Pacific bird also hopes to push the new meaning deeper, and the closer to the bottom, the closer it is to the origin.

From the birth of double 11, the Pacific bird participated in it. This year is the seventh year. When we talk about the changes, the Navy should think that the most obvious thing is, "only by using the bargaining power of the brand itself, can we open the warehouse to consumers and sell it very well."

And now the traditional brands are basically integrated online, not a discount.

Online is also returning to the essence of retail. "

Therefore, Taiping bird takes the attention to detail and user experience first.

Let me give you an example.

In May this year, Taiping bird and Ali planned a brand marketing campaign to pfer the main position of Taiping bird to the mobile terminal. At present, sales of mobile terminals can account for 80%-85%.

Double 11 promotion also happens to be able to take advantage of the pfer.

"At that time, we also made a lot of efforts in technology to make the design of picture size, quality and display page more in line with the reading habit of mobile terminals."

Zhou Chen said.

"The lights on the floor of the shooting team are different from other office areas, and all the other floors are changed. Only if there is no change, it is to minimize the chromatic aberration.

When we load goods, we will try to find people of different shapes by size.

I hope that through these daily details, customers can experience online shopping better.

"In short, the basic skills of the brand must be solid.

Without these things, it will be useless for you to pour more traffic. "

Weng Jiang Hong has always stressed that "iron need to be hard."