How to break the new retail of traditional clothing brand from Eveli women's wear
For Chinese local clothing brands, especially those that make girls and ladies, the trend of fashion has doubled, and the history of “one explosion for three years†is gone.
How to deal with the new market situation? The 16-year-old women's brand Eveli tried the systematic reform from commodity planning to supply chain protection based on the Zara and Uniqlo models. This year's "618", Eveli completed the three-day sales of "618" during the last year in just 40 minutes.
On August 11th, Sun Fuke, the general manager of Eveli, shared some views on new retail in the super public class of Taobao University.
Efficiency and customer needs are paramount
"For Eveli, the core of the new retail is not in technology, nor in the model." Sun Fuke, general manager of Eveli believes that efficiency and customer demand are the two core parts.
"The era of making money by guessing and how many singles are going has passed." Sun Gongke said with emotion. "Before, after the end of Paris Fashion Week, we have to get a picture book every other month or two. Now the information is spreading too fast. Many customers already know the style of clothes on display that day. I want to know what is going on next year, and it is too difficult to be cold winter next year. We don’t even know if it’s cold this year.â€
So Eveli tried to shorten the nine-month lead time to three months in her own brand “Mai Mengâ€, close to the real needs of customers.
In addition to using the big data client portrait of the Tmall platform, Eveli also quickly retrieves the actual sales data from the listing of the products through the FID radio frequency technology, monitoring technology, passenger flow statistics, etc. in the smart shop under the line. Product planning and design provide the basis for forecasting.
In addition, China has a vast territory and significant differences between the North and the South. Eveli has conducted trial sales through regional differences to predict the market and has achieved good results.
“It’s too late to start the trial sale in summer in April, so we will load the goods in Hainan in winter, and the opposite in winter, and test sales in Harbin in the summer. See how the customer responds, and adjust and improve on this basis.†Sun Gongke is super public at Taobao University. This way of sharing in class gave Efli a valuable time.
1200 stores layout Ali new retail
Last year's double "11", Eveli broke through 100 million in 10 hours, and finally broke through 150 million. It ranked 9th in the overall women's wear, the performance increased by 50% compared with the previous year, and the e-commerce ratio exceeded 40%.
This year's "618", Eveli made another great achievement: in just 40 minutes, it completed the three-day sales during the last 618 period, and broke through 10 million yuan in 56 minutes. As of 11:30, Efre flagship store ranked third in the women's clothing network, the first camp.
The eye-catching performance is inseparable from Eveli's omni-channel upgrade strategy. Sun Gongke believes that in the past, who can make the product design beautiful, the product planning is accurate, the store image is beautiful, expand the broad channels, cover the promotion market, etc., who can stand out from the competition. But in the next five years, the core competition should be these three aspects: supply chain efficiency, the digitization of goods and customers, as well as the digitization, visualization and community of stores. "In the final analysis, behind the digitalization is the upgrade of enterprise information. Compared with the past, large and complete solutions can not keep up with flexible business changes. Enterprises need to build a flexible system, just like a universal wheel. You can dock and get through at any time."
In this year's "618" event, Efli conducted a screening of crowd characteristics for the image of the shop crowd provided by Data Bank, and launched a drill show to introduce precise new customers to the store; under the strong help of data banks, " During the 618†event, the Eveli single brand synchronized the data analysis, delineation, screening and forecasting of the data bank to the DM P, and finally placed it in the background of the smart diamond. The total amount of the guided transaction was 4.63 million, which was included in the data bank crowd package. The ROI is up to 28.99 and the click conversion rate is up to 31.99%.
Evely Line Store
At present, there are 8 smart stores under the Eveli line, and it will increase. Moreover, each family has laid out FID, video surveillance and other technologies to observe the customer's trajectory and behavior during the sales period, including which clothes the customer has moved and which clothes have entered the fitting room, etc. If a piece of clothing enters the fitting room However, if it is not purchased, it means that the style is good, but there is a problem with the plate type or fabric, and Eveli will analyze and re-engineer accordingly.
In addition, Efli has also cooperated with a US company to use the company's big data algorithm to accurately predict the life cycle of all categories. Sun Gongke introduced that they are currently preparing for the realization of intelligent customized systems.
Editor in charge: Wang Zhen
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