Express Preparations For The Double 11 Price Increases, Tight Electricity Providers Are Worried.

There are secrets for the "double eleven" companies to prepare for the war. YISHION A21 did not send Mercedes Benz this year to study the trajectory of consumers online shopping.

One year, Xie Jiquan, Dongguan underpants king, sells nearly 300 thousand men's underwear.

Double eleven is coming, Dongguan. Online retailers Businesses are busy again. Last year, YISHION online brand A21 bought clothes to send Mercedes Benz. This year, it was slightly understated. The technical team was set up to play big data -- specializing in consumer behavior. However, when everyone was busy, Xie Jiquan, who sold 300 thousand pairs of underwear on the Internet a year, was very "leisurely". He had his distribution of "kingly way". Another small business simply packed the entire warehouse logistics to Shun Feng, just as happy as idle.

　 Big shot

A21 will not send big data to Mercedes Benz this year.

Contestant: YISHION online brand A21

Target: Double eleven sales last year 38 million 560 thousand, sprint 50 million this year.

Strategy: know yourself and know the other and study the trajectory of consumer behavior.

In October 15th, nearly eleven months from the double A, the ads for A 21 have been spread across the subway stations in Guangzhou and Beijing. "Marketing war is a year ahead of a year!" Chen Yu, head of A 21, had a face with emotion. Taobao double eleven will enter the sixth year. YISHION will take part every year. Last year, it was promoted half a month in advance. This year is a month ahead of schedule. Compared to marketing, the supply chain was prepared earlier: in February this year, A 21 designers began designing new lightweight feather down products; in June, they had already been put into production.

Behind the investment is the rising online market. "Growth is there," Chen Yu said. In 2009, YISHION participated in double eleven for the first time, and sales were 1 million on that day. By the end of last year, their online brand A 21 was newly launched, and its single day sales have rushed to 38 million 560 thousand. Chen Yu laughs, not only the electricity supplier, the media and the consumers, but also the entity retailers who are joining the line are eagerly waiting for this carnival. "Our expectation this year is to achieve 50 million to 60 million".

However, compared to last year, A 21 was slightly "low key" this year. Last year was the new listing of the brand. A 21 joined Tmall to advertise in New York Times Square. Double eleven that day again win eyeball: buy clothes the first single can send more than tens of thousands of Mercedes Benz.

"We can't send the building this year, and we will have an airplane next year." Chen Yu laughed. Who will be able to grab 21 A orders this year and send a set of Apple sets with a market price of 30 thousand, including a iPhone6, iPhone6plus and a iPadair. The company shifted its focus to another big data mining and customer behavior analysis.

They have set up a customer experience team to study the behavior of consumers: how many pages they browse, how many products they have visited, and which ones have been placed after they log in to A 21. If they haven't placed the order, go to other online stores, buy similar products, and buy other products. There are clear trajectories and data traceable.

Chen Yu said that these data will directly affect the future layout of A 21, and the next operation, storage, manufacturing and design research and development to optimize its entire production chain. "The early development of e-commerce is based on demographic dividend. Everyone has sharpened their heads to advertise for gimmicks, and in the future, they must rely on meticulous delivery."

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Novice

Small business outsourcing warehousing logistics only sales on that day

Contestant: Chinese style clothing brand Tang Zhai.

Target: annual sales of over 10 million, double eleven or 3 million.

Strategy: small business will make outsourcing of warehousing and logistics business easier.

"We dare not exaggerate for the first time in double eleven, but if we do well, we may achieve 3 million in a single day, and 1 million in bad words." Compared with other electric providers "big coffee", Cai Lixian, the 80's Dongguan product Tang Zhai Clothing Co., Ltd. looks at this carnival with "normal heart".

The company specializes in selling Chinese style women's clothing on Tmall. This year's double eleven, Alibaba, which just listed on the NYSE, put forward the slogan "buy the whole world, buy the whole world". Pin Tang Zhai was also involved. The traditional costume of Chinese style is very popular with foreign customers. Cai Lixian introduced that they would normally receive a single order from Southeast Asia, and only three or four days for international express, all kinds of new cheongsam can be sent to foreign customers.

Although it has only been operating on Tmall for two or three years, the annual sales of pin Tang Zhai has broken 10 million. Last year, I didn't sign up for double eleven, but just "hitchhike", and sales volume also reached 200 thousand yuan on that day. This year's double eleven, in order to attract customers, they set up iPhone6 lucky draw.

However, for the first time in double eleven, Cai Lixian admitted that there was not much pressure. Other electricity providers are increasing their manpower to prepare for massive cargo packaging and express delivery on that day. Cai Lixian just increased staff support sales department, warehousing and logistics business all packaged to Shun Feng.

This courier giant is testing new services in Humen this year: leasing warehouses to businesses, and sending out orders only by delivery. The rest of the links are handled by Shun Feng, which is a unified package. This mode saved four or five hands for pin Tang Zhai directly. Cai Lixian analysis, small businesses do their own warehousing, fire, theft and other risks are difficult to guarantee. The launch of this service by SF will not only reduce operating costs, but also reduce manpower for enterprises.

peripheral

The Dongguan underwear king is very busy.

Contestants: nearly 300 thousand men's underwear brands are sold in one year.

Tags: the order volume in October will be 2 to 3 times higher than that in the usual month. "It's easy to ship the goods."

Strategy: distribution of "kingly way", there are 5000 customer distributors, only responsible for brand control and supply.

While other electric providers are busy looking for the fastest printer printers, Dongguan's underwear king Xie Jiquan is very busy. He also plays business and sells nearly 300 thousand men's underwear on the Internet every year. However, it is located in the office of Dongguan east city, there are only 3 people. Xie Jiquan claims to be smaller than the small and micro enterprises. All this depends on his distribution of "kingly way".

"We have 5000 customer distributors. The only thing I want to do is brand control and supply." Xie Jiquan laughed, and his underwear brand "powder male corps" was sold on Taobao Tmall and sold to websites in Korea, the United States and other parts of the world. Xie Jiquan estimates that if 2000 customers are active on Taobao and a Taobao store is 2 to 3 people, there will be thousands of people who are busy with the brand, who are responsible for building the warehouse and making customer service. Xie Jiquan, who is still at the rear of the general cargo, is not busy at all. After the national day, the distributor will make an order in advance for the first ten days, which will last until about October 25th. The order volume in October will be 2 to 3 times larger than that in normal months. "Shipment is also very easy."

He outsourced production. 300 thousand shipments a year, Xie Jiquan has not yet opened his own factory, but only a production line of others factory. In the rush hour of the 10 to 10 order, it is too busy to come to the WeChat group, asking: "who can help?" "Maybe we'll just end up cutting the thread."

Xie Jiquan laughed. His energy was focused on the training of distributors. However, now the network is developed, the whole set of ideas and management methods of brand management, and even the decoration of shops can make video directly to distributors. "Even if you don't need to meet, all they need to do is copy."

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[courier] price rise is tight. Online retailers Very disturbed

On the eve of "double 11", STO Hefei has issued a notice of price adjustment to the customers at the end of the year. express The increase in freight rates will attract the attention of the industry. Yesterday, Nandu reporters visited many express companies in Dongguan, and the famous express brands such as Shen Tong, Zhong Tong and Shun Feng did not implement the action of price increase. Dongguan electric business enterprises have expressed concern about the news that they want to raise prices. They believe that once the express delivery industry collectively follows the trend, it will cause a cost burden on the size of the electricity supplier.

Yesterday, media reports reported that Hefei STO limited had issued a notice on the price adjustment at the end of 2014 to the customer, and announced that the original price should be raised by 0.5 yuan / ticket in November and December 2014. Yuantong express Zhejiang branch also received notice on the 21 th of this month. It is estimated that from November 1st, the express charge charged to customers will be adjusted to 0.5 yuan / single on the original price basis. Yesterday, Nandu reporters on STO official website saw a "phased active regulation of peak season express price notice", the notice said or will continue from the "double 11" to the eve of the Spring Festival, a total of 104 days during the peak season express price adjustment, but did not put forward specific price increase details.

"Busy now, now there are signs of explosion." Yesterday morning, a member of Nancheng STO told reporters, "it is heard that the price adjustment has recently been made, but the specific plan has not yet come out." Listening to the rally is coming soon, the Dongguan market has not "dropped boots". Yesterday morning, Nandu reporters consulted STO members of several outlets, and so on, such as SF, rhyme, tanton and so on. They all indicated that they had not received any price adjustment information at present. SF EXPRESS Dongguan branch responsible person told reporters, "as far as I know, there is no notice of the relevant price rises."

Many electricity providers are worried about the impact of express price increases. The logistics Commissioner of Dongguan Bose Trading Co., Ltd. is worried about the increase of the express price and the logistics cost. She mentioned that her company specializes in the online delivery business of a well-known brand shoe, and delivers more than 200 orders per day. "If the price of each ticket increases by 0.5 yuan, then the express fee will rise by at least 100 per day."