'Nov 11-Skechers Over 100M in 20 mins!' (Skechers double 11 trading volumes in more than 100 million in 20 minutes!)
Skechers team in the early morning of this circle of friends released at the same time, attached to the company's nearly 15 top applause as the digital jump cheering video.
In the early morning of Xiamen Anta Operation Center, Anta president Zheng Jie stared at the computer screen and paid close attention to the changes in sales data. In the brightly lit operational design office, there hung the operation roar, design called, promotion roar, double 11 I let You rely on the morale motivation slogan .8 minutes, Anta Group (including all its brands) sales reached 100 million 45 minutes to Klein Thompson as the main character, '200 million and crazy' poster began to spread, 2 am : 45 minutes, ANTA Sports WeChat public number issued '310 million, still continuing' poster, and told will be at 21 hours after the zero, announced the 'total battle'.
From 2009 onwards, Ali cast November 11 as a shopping festival, the birth of a new consumer binge like 'Double 11', double 11 has indeed become a war. Each year, Alibaba and the major Brands are constantly refreshing their turnover without any suspense.
Tasted the sweetness of the business people have basically started in mid-year plan double 11.
In August this year Anta mid-year report conference, for the growth of electricity supplier, Ding Shizhong, chairman of the board in answering the 'first half of 2017 Anta electricity supplier growth rate of more than 60%' also took the initiative to add that 'this year double 11 strive to increase over the same period last year 80%. 'In July Nike official said it will continue to strengthen strategic cooperation with Alibaba, and Lynx joint efforts to promote new retail.
This year, Lynx has changed its slogan from 'Cats on the heels' to 'Cats on the ideal life', but the complex and complicated deposit inflows, shop-wide reduction, shop fullness, shopping allowances, torch red envelopes, group clan, red envelopes Overlay, allowing users to get the ideal minimum discount has become more difficult than ever, which triggered a lot of Tucao.
But every year Tucao does not affect everybody buying and buying and Ali's business success, according to "Forbes" report, Ali platform double 11 sales a day more than Brazil's annual electricity supplier sales more. Last year, Ali double 11 full-day sales of 120.7 billion yuan, no surprise, this figure will once again be refreshed today - November 11, 2017 13:09:49, Lynx double 11 total turnover The amount of more than last year all day.As of press time ago, from the world at 20:00 on the 11th data, 2017 Lynx double 11 turnover has exceeded 144.7 billion yuan.
▲ 2009-2016 Ali double 11 sales data (images from Wikipedia)
Which sports outdoor Lynx sales is a major push plate.As of 8:00 on the 11th, in Lynx overall brand rankings, Nike ranked fifth, Adidas ranked No. 8. As of 18:00, Nike official flagship Shop ranked fifth in the total turnover of Lynx stores, second only to Apple, Xiaomi, Glory and Haier four mobile phone or appliance brands, Adidas official flagship store ranked No. 9, NEW BALANCE, Anta, Li Ning The official flagship stores of these three brands are among the top 50.
2016 double 11, apparel industry pre-sales list, Nike, NEW BALANCE, Skechers, Adidas four sports brands in the top four, more than Uniqlo, Semir, Bosideng, the European force and other popular apparel brands. Of the report, Nike in 2016 to double 11 more than 600 million yuan turnover throughout the day the first position in the industry to lock apparel, overtaking the success has been ranked in front of fast fashion giant UNIQLO, and ranked fifth in the whole category.
▲ 12 noon on the 11th, 10 sports brand flagship store home screenshots
This is Ali and the carnival of consumers, but also merchants a year e-commerce work into the pinnacle of the brand through the efforts of the double 11 can focus on the business in the e-commerce on the strength, strategy and commitment and so on. This year, in the important battlefield of the double 11 sports brand, how do all the various is? What is the different style of play? And what new tricks? We believe that as the vanguard of sports consumption, sports brand in double 11 Sales strategy for the entire sports consumer market retail business development is of reference.
Behind the discount - Chinese and foreign brands differentiation play
From the overall discount activities point of view, to Nike, Adidas-led international brands in a camp to Anta, Li Ning, Xtep, 361 ° represented by similar discount domestic brands.
In the best-selling product discounts, Nike, Adidas, An Dema basically no discount, only after using some coupons get a maximum discount of 8.7% .But the domestic brand discount at 4-5 fold.
▲ the best-selling single-product brand double 11 discount situation
This week, Double 11 also showed some sincerity, including Nike overall last year and flat, there are 50% of the designated categories of activities; Adidas participation in activities, the sincerity has increased over last year, Adidas flagship store last year's turnover was lower than the Nike and NEW BALANCE, but according to Lynx announced this year's pre-sale rankings, Adidas ranked second only to Nike; and UA Although there are discounts larger designated footwear activities, but after all UA Clothing is the hottest, so overall it is still more 'cold'.
For users, the more new discounts, the greater the discount is the best result, but also the business sincerity of double 11. This year, Nike, Adidas has some new 2017 sales, while Anta in double 11 to 2017 The new overall under a very large promotion efforts, but the discount is not large.
361 ° Especially in the home page prominently set the 'clearance area', compared to other homes have a more clear inventory means that Anta 49 yuan two pieces of clothing is also a clear inventory of stocking a way .Step, 361 °, Anta, Li Ning rich Of the lottery, free, gift activities, you can see the domestic brands in the double 11 of the promotional forms have more design, and international brands have a difference play.
'With goods' competition - how to make good use of the spokesperson?
This emphasis on 'goods with the' ability of the era, businesses naturally have to use a good spokesman for this double weapon.
In several major sports brands, special steps and 361 ° is the spokesman for the highest degree of use.Special steps Nicholas Tse, Zhao Liying, Lin Gengxin, 361 ° Sun Yang, Mabuli have appeared in the two official flagship store's home page. Xtep got Zhao Liying, Lin updated, Wang Dongcheng, 361 ° got Tian Liang, Huang Jianxiang live in order to get more attention and traffic.
Xtep launched in the double 11, Zhao Liying Swarovski crystal shoes involved in the design, and broadcast live.In its flagship store page is the more Zhao Liying, Lin updated, Wang Dongcheng three as 'clothes rack', with a good package of clothing, stress 'The same star'.
Puma, Skechers, Fila in the official flagship store home page highlight the use of the spokesmen Yang Yang / Liu Hao Ran, Li Yifeng / Tang Yan, Chen Kun's image, but with other channels to promote smaller efforts.
Nike, Adidas, An Dema (UA), NEW BALANCE these few international brands in Lynx official flagship store page does not highlight the spokesperson elements in Anta, Li Ning, Xtep, 361 ° four major domestic brands, only Li Ning did not Highlight the spokesman, stressed the home page 'Li Ning, China'. Anta with spokesman Klein Thompson hand-painted comic image and shoes with the use of promotional photos, but also entered the November after the release of Zhang Jike 'according to this propaganda' activities to attract topics and traffic .
Compared to these, Nike can be said to use the star on the top of the pyramid. Double 11 evening, heavyweight guest Sharapova appearance, so that Nike behind them pocketed the eye .Sarapova and Su Bingtian wearing Nike sportswear , Completed the scene set with the domino run race in this everywhere is advertising, always have the right party scene, the two chest symbolic 'hook' logo for the Nike increased brand exposure last year, Bryant was wearing Nike Deng On the stage, presumably this move to Nike tasted a lot of sweetness.
New retail upgrade - get through offline resources
This is Ali's second year of 'new retail' and a year for both retailers and e-tailers to talk about the hot word. Double 11 is the point where Ali and various brands are trying out new retail outlets, Under infiltration.Alibaba had previously said that this year at home and abroad over 1 million merchant stores, 50 core shopping district and flash stores, 4000 Lynx shops, 30000 village Tao site to get through.
For the moment, the most active hug in the double 11 sports brand line is Nike Nike said on November 8, and Lynx's new retail cooperation made strategic progress, the two cooperation between the two smart stores opened the first, the order Passenger flow digital test.
In addition to the 10 distribution centers (6 last year), 50 of Nike's direct sales stores will also be shipped offline this year for double-line orders in order to be more efficient and ready for deployment and delivery as soon as the stores are available.
Li Ning in the double 11 the same day, in the offline store in Chongqing for sale Gai no dual high socks shoes, Li Ning in the official Weibo and WeChat are vigorously promoting this event.
All-round Resource Allocation - E-commerce Brand Power PK
No one doubts the importance of traffic to double 11.
Rilakkuma Sports In the November 6 day Lynx double 11 costumes main venue, Adidas and ONLY, VEROMODA, UNIQLO and other not more than 20 brands, ranked first category 'selected big' in. And so 'the front row '' 'S exposure undoubtedly played a protective role for the traffic entrance.After all, at that time, including Nike, UA, Li Ning, Anta, Puma (in order) and so on are located behind the four-screen' sports and outdoor 'category.
On the evening of November 10, the six brands of Adidas, Nike, Li Ning, Anta, Lululemon and Skechers (in order) occupy the top big mall category in the Lynx double 11 clothing main venue.
▲ November 10 evening, several major sports brands occupy the front row 11 pairs of the main location
It can be seen in this resource battle, Adidas always occupy the best position, I believe the cost of investment for this is not a decimal point.
In the linkage of multi-brand resources, Li Ning and Xtep have taken the initiative to launch the official flagship store in Li Ning, a single real pay over 300 yuan to send 1,000 yuan coupons, including Li Ning official flagship store, Li Ning badminton flagship store and Li Ning acquired the brand DANSKIN flagship store, special step is full 300 yuan to send, including special step flagship store, special children's flagship store using 888 yuan coupons.
On the other hand, only 361 ° in Bi 11 and sports marketing resources on Anta's opponents were utilized this year.As an official partner of the 2018 Jakarta Asian Games, 361 ° launched daily check-in during the double-11 period to win 2018 Asian Games torch bearer activities of the ANTA flagship store to consumers spending 3999 yuan on the 2018 Winter Olympics Long service, the effective use of their own Winter Olympics sports apparel sponsor status.
This not only enriched the form of double 11 activities, but also highlighted the brand as a sponsor of the tournament, the rights and interests of partners, so with the help of sports marketing resources and double 11 sales linkage, I believe in the future more and more, more and more The fuller.
Socialization of new games - fashion festival and star studio
Zhang Yong, CEO of Alibaba, said at the second quarter earnings conference this year that the mobile Taobao platform has been transformed from a sales platform into a social, content and community driven platform.
With special step Zhao Liying live, for example, in the flagship store has a striking striking direct access to the live broadcast page, in one hour live broadcast process, continue to note the special flagship store option directly on the live broadcast page to live through the network Shop diversion.At the same time in the live broadcast, the bottom left of the screen continue to have product promotion out.However, the host constantly emphasized the release of "red envelopes rain" is also a major reason for the audience to stay.
In Zhao Liying's live broadcast, the host site for Zhao Liying signatures on gifts, as a double 11 prizes sent to attract the live audience's desire to consume.
In addition to the live broadcast of the new situation, Anta in the double 11 before the Tmall trend festival, launched a designer collaboration exclusive online models, and with the Tmall fashion festival, released a series of designers and fashion designer Zhou Xiangyu clothing.
Outside the main position - the official website, WeChat, microblogging all with
Although Adidas, Puma, An Dema Jingdong flagship store uses the same page design and Lynx, but on the whole, Lynx is still the main position of the sports brand double 11. Skeckey Jingdong page did not use the spokesman Li Yi Feng and Tang Yan's image, and more the main push winter products.As Nike, Xtep did not open the official flagship store is even more direct description of their platform in the competition under the two platforms.
From the official website with the point of view, NEWBALANCE official website and Adidas official website the most high cold, the former is not enthusiastic to participate in double 11, which is only a small part of the second menu page men discount products - did not mention double 11 words , It may also be the regular website to promote the discount activities.
The Nike and UA relatively speaking on the official website even more effort, respectively, in the official website of the double 11 on the sale of ace product line new shoes, Nike launched the Air Jordan XI WIN LIKE '82, UA foreclosure in the official notice of November 11 Day 10 in Curitou MORE FUN series on the line.This to a certain extent, to ensure that the official website in the double 11 the day's attention, but also highlight Nike and UA on the official website of the importance of this flow platform.
Although in the official website and Jingdong not double 11 festive atmosphere, but NEW BALANCE is the WeChat, microblogging such a new media platform to use one of the most brands, into November, NEW BALANCE official WeChat almost daily release double 11 Relevant content. Nike released a small number, but this is their release frequency is lower on their own, but they are the largest single transmission.
Overall, Li Ning is more evenly distributed on the official website, Jingdong, WeChat and Weibo, but in a complex promotion system, brands give up according to their own strategy and resources Part of the content is extenuating.