Hai Lan'S Home Has Done A Good Job.

Double eleven smoke is not yet completed, whether it is electricity supplier or consumers are still immersed in the atmosphere of shopping madness.

As in previous years, Ali once again pushed the "double eleven" record to a new level of difficulty, 1 minutes and 12 seconds, and Tmall's trading volume was 1 billion; 12 minutes 28 seconds, breaking 10 billion, which is more than twice as fast as last year.

Behind this carnival, many businesses have also seen hidden worries.

In the increasingly big business platform squeezing profit margins of the double eleven, borrowing

Stepping out of its marketing path has become the direction for many traditional enterprises to try.

The same is true of the Hai Lan home, which is the leading brand of men's clothing. In 2011, the Tmall flagship store of Hai Lan home was officially opened, but it was far from enough to just move the goods onto the Internet.

O2O mode innovation brings new window display to stores

Implementing the O2O innovation mode of the same line and the same price is a consistent concept of Hai Lan's home business platform.

This year, Hai Lan's home redefines the market connotation of double eleven, based on "care", and creates a different "singles day" with a rich dual warm heart ceremony.

Online and offline linkage launched the "single day", a fine scarf containing cashmere, a lucky draw code for 1111 yuan shopping coupons of the Hai Lan home. The scarf implied that it was a single harvest of love and warmth for lovers. Ten thousand yuan 1111 yuan shopping voucher was the glamour investment of Hai Lan's home to his family.

In the innovative O2O mode, Hai Lan's home does not concentrate all the power points of the double eleven on the electronic business platform. Instead, it uses word-of-mouth marketing, relying on WeChat as a carrier, and takes advantage of the official "micro eleven" special "double eleven special issue" to take the lead in drainage, so that the sale of double eleven products online and offline will be unified.

Combined with the hottest star reality show "running the brothers", it launched a campaign to limit men's money to 1111 yuan and get warm scarves.

The online flagship store has become the best window in the dynamic display of store products, relying on double eleven force, through online and offline linkage, allowing consumers to choose shopping channels without worries.

The business strategy of Hai Lan's home is positioned on the platform under the service line, rather than the way to digest inventory, so that the innovation of the traditional garment industry O2O mode is worth learning from.

Don't play with gimmicks.

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Quality is like winning eleven times.

After double eleven, the problem of backlog of express will not be discussed for a while. Complaints about quality rights and interests will be plagued by many consumers.

AQSIQ's latest quality inspection notice shows that the pass rate of clothing, footwear and back bags sold on the Internet is only 73.9%.

The price is low enough, but whether the quality is excellent or not, and whether the consumption experience is good enough is the biggest factor restricting the development of the electricity supplier.

It is also here to ensure the quality of the products, to ensure the high price ratio, and to ensure the gold content of the brand.

At the same time, the same line of price strategy at the Hai Lan home line, consumers do not have to worry about the sudden discount of the price, and do not worry that the products that are double eleven are the cheap products of the customized version.

Adhere to the high cost performance, let the sea LAN home decisive battle double more than 11 a bottom.

This national brand from Jiangyin, Jiangsu, China enables the Chinese people to have a rational choice in the consumption of eleven.

In addition, the quality of Hai Lan's home is also reflected in the service. Through online shopping and customer service experience, visual experience and shopping experience, the online link rate can be increased, the offline customer experience will be copied to online, and the CRM system online and offline can be gradually opened up.

This year's double eleven, Hai Lan's home business platform sales reached a new high, breaking 155 million, and the sales volume of stores under the line has improved significantly compared with previous years, forming a win-win situation between online and offline.

Some analysts pointed out that the Hai Lan's direct operation mode enables the company to firmly control the operation terminal, and all the goods are listed on the listed company to facilitate downline and downloading.

The implementation is relatively smooth.

Electricity supplier war intensified, price competition is not the most critical factor.

From online marketing planning to traffic structure adjustment, and then to the inventory stocking, payment and platform system stability under the line, after the purchase, warehousing, warehousing, logistics, distribution and other support, businesses need to link up and guarantee quality, instead of merely posing a low price gesture to win the recognition of consumers. Only when channels are opened up online and offline, can they win the long-term trust of customers with unified standards and intimate services, and this is done by the Hai Lan home.

Analysts also pointed out that the Internet Era

It is neither a simple electricity supplier nor a traditional offline format. The integration of online and offline will accelerate. Although the electricity supplier has the advantage of convenience and speed, it does not combine consumer experience, and experience is the advantage of real business.

It will be the trend of garment industry to continue to do well in organic integration of channels and offline channels.