Multi Brand Warehousing Using Fully Intelligent New Technology

　 Preheating

Lin Guoshi, general manager of Fujian Shang Tong Agel Ecommerce Ltd, who has been in charge of Internet business for many years, feels that this year's Internet business is preparing for "double eleven" earlier than before. Some brands have been preparing for a rainy day since August.

A month away from the "double eleven", XTEP launched its cooperation with Amoy brand Galanz men's clothing with the theme of "step by step, mix and match". The two companies opened their respective online platforms to each other, and joined hands to create a trendy commemorative T-shirt in order to grab customers before the big promotion and attract traffic. According to Xiao Lihua, on the day of "double eleven", XTEP will join hands with more than ten brands to open up a platform to bring drainage channels to its respective brands.

This year, XTEP also returned the money to consumers. "Double eleven" bought a certain amount of money on the same day. It had the chance to get iPhone 5S tyrajin, treadmill, gold bars and so on. On the same day, those who accumulated the highest amount of consumption could also receive millions of venture capital funds (including 500 thousand XTEP goods and 500 thousand yuan credit) provided by XTEP, and Dr. Xiao Lihua's entrepreneurship training.

For this "double eleven", XTEP The electricity supplier also specially invited Han Geng to present the "double eleven" blessing video. "Double eleven" that day the consumer who buys XTEP product has the opportunity to sing or have dinner together with XTEP's star spokesperson Nicholas Tse, Han Geng, Lunmei Kwai and so on.

　　 Anta In cooperation with large domestic express companies, a large number of "double eleven" coupons on the antenna store are delivered under the line. With the two-dimensional code on the coupon, consumers can enjoy 20 yuan coupons on the same day.

Seven wolves last year and the year before last seven years with the Amoy brand women's clothing, "marriage", this "singles day farewell singles" as a gimmick of cross-border cooperation can be said to be mixed, and some people regarded as marketing masterpiece, some people think that this is the seven wolves "self destruction". With the planning of the "double eleven" marketing of the original seven wolves, director of electricity Zhong Tao left, the annual drama is also no sequel, the new coach Jiang Tao will lead the team to create what kind of achievements need to wait and see.

　　 Technical support

A research report from state securities shows that sales of AOKANG International (shoes and hats), seven wolves, and fuanna (Home Textiles) grew by more than 100% last year in the "double eleven" online shopping trend. The rapid growth of network sales channels has made a sharp contrast with the weakness of physical sales. Last year, the domestic online shopping scale reached 1 trillion and 300 billion yuan, of which clothing online shopping performance was the most prominent, the scale of the market was 318 billion 880 million yuan (accounting for 24% of the network market sales).

In the "double eleven" online shopping activities, the main reason for the sales of garment enterprises is that the relative premium of clothing is relatively high, especially the brand clothing, and the premium varies from 35 times to 10 times twenty times. The higher the premium rate is, the higher the discount rate will be. Cao Fanghua, general manager of Ideainside e-commerce marketing and communication agency, said that for customers, online shopping is cost-effective, and in the case of collective promotion, other categories are far less advantageous than clothing.

XTEP, seven wolves and so on all use the new technology of fully mechanized mechanization from stocking to shipping, which can realize automatic scanning, automatic weighing, automatic, automatic transmission and automatic packaging. Xiao Lihua said that such an electronic business repository can effectively reduce personnel input, reduce shipments errors, and deal with the logistics problem of huge volume of shipments during the promotion war. XTEP has set a record of 10 thousand shipments per day for 10 people. Jiang Tao also said that the thirty thousand or forty thousand day shipment of seven wolves is not a problem.

PEAK also discussed with the logistics company the "double eleven" various countermeasures and contingency plans, and reached a consensus. During the "double eleven" period, the major logistics companies will launch a green channel for PEAK. It is estimated that the best logistics status of the "double eleven" period can be ordered out of one hundred thousand orders.

　　 Virtual reality linkage

　　 Tmall A large number of traditional brands have not only relied on Tmall flagship store to create "double eleven" shopping carnival, but also integrated their traditional business form into carnival with their own physical stores, shopping malls and other advantages. Under the more than 300 brands of UNIQLO, GAP, treasure island glasses, Yintai, Haier, Erdos and Hong Tu, 30 thousand stores will participate in Tmall's "double eleven" Carnival at the same time, covering a total of half of the total number of cities and counties in the country.

The "double eleven" line is played by consumers who seek to participate in Tmall's "double eleven" offline stores through Ali's high stake map. After experiencing and trying on physical goods, Tmall's wireless client can scan the commodity two-dimensional code, add to the Tmall shopping cart, and enjoy the half off discount in the "double eleven" world. In addition, consumers can also scan the brand activity two-dimensional code with Tmall client and get the cash coupons of the brand in Tmall flagship store directly.

In shoes and clothing brands in Quanzhou, XTEP, Anta and seven wolves choose to test O2O by "double eleven". Jiang Tao said that the seven wolves will distribute coupons in stores and online stores, and coupons can be used online and offline. In addition, to the seven wolves line shop and Tmall "double eleven" posters take photos and share photos to micro-blog, can also participate in IPADmini and the latest Apple computer lottery. Jiang Tao also said that the O2O of the seven wolves is still in the trial and error stage. This time, it has opened dozens of physical stores as a training ground, and will enter the O2O mode step by step in the future.

And XTEP began to build a supply chain with online and offline integration as early as last year. Since last year, XTEP has released the online operation channels of its branches. In order to facilitate the management, headquarters will impose some restrictions on the branch, for example, the price of the new product can not be lower than 15% off.

XTEP has built a resource pool to share the inventory information of the offline agents to the public platform, so that offline channels and e-commerce channels can exchange inventory information, match orders, and deliver goods nearby. "In fact, it is to open up the background information system, draw up a reasonable profit sharing ratio for online and offline channels, and integrate e-commerce channels and offline channels." Xiao Lihua explained.

In the view of XTEP, the integration of online and offline will accelerate in the next few years. The trend will be the unification of online and offline prices. Therefore, it is imperative to complete the integration of online and offline channels as soon as possible. The key to all this is to "make the partners in the interest chain earn money, and earn more money to solve the problem. All other problems are small problems". Help offline is also involved in the company's electricity supplier strategy, and everyone will make bigger pie, which is what XTEP is carrying out.