4.28 billion yuan, this "double 11" Bosideng transcript is bright!

In 2016, “Double 11” Bosideng Group's online sales hit another record high. The Group's brand-wide sales exceeded 428 million yuan, double the number of last year. Bosideng brand sales reached 292 million yuan, of which Tmall Bosideng's official flagship store achieved sales of 213 million yuan, ranking third in the women's category.

The best-selling one sold more than 42,500 singles a day

At the moment when 0:00 on November 11th, hundreds of thousands of page visits placed an order to pull out the trading curve of Tmall Bosideng's official flagship store. In just 69 minutes, the flagship store has more than 100 million transactions. On the day of “Double 11”, Bosideng arranged two times more customer service staff than usual, and each customer service received an average of more than 2,500 customers. As of 24:00 on November 11, the sales of Tmall Bosideng's official flagship store reached 213 million yuan. Among them, the best-selling one sold more than 42,500 singles that day.

Do a good job in all-round planning, popular products are indispensable

In order to welcome the annual "Double 11" online carnival, Bosideng planned a full range of activities as early as September this year, and dispatched sufficient products to meet the needs of consumers. Highly popular products and new models.

Since the early winter, the Bossden Disney series, the "Yusu Moden" international designer series, and a variety of online stores have been popular in this event. One of the Disney collections was scheduled for 3,160 in the pre-sales event.

Positioning the high-end international designer series, the new style of the classic fashion locomotive version combined with the popular elements such as contrast blocks and camouflage printing is on the scene. The series used in all European imports of high-quality Polish goose down to create a wide range of fabric texture filled, lambskin, lamb wool, wool and other materials, touted by the young and trendy crowd in this year's "double 11" campaign. Bosideng also launched more than a dozen online special contributions for this season's "Double 11". With the popular design elements, the styles are more fashionable and bright, and the cost performance is extremely high. The sales volume on that day far exceeds the expectations of the merchants.

Diversified marketing activities, keeping the same price online and offline

During the "Double 11" period, Bosideng launched a series of promotional activities such as "single courtesy, feathering you", Tmall net red live broadcast, including deposit expansion, spike, time-sharing, full reduction, lottery and so on. In addition, Bosideng selects some high-quality stores online to conduct online and offline interactions to enhance the consumer shopping experience. You can enjoy the same price as the “Double 11” when you purchase a specific style at a designated store.

The express burst of the "Double 11" period is the most concentrated part of the "hands-on party". In order to ensure that consumers receive goods in the first time, Bosideng increased the customer service and logistics staffing in advance to enhance the shopping experience. The company added a new delivery line to increase the delivery speed by more than 50%, and the peak shipments per day exceeded 180,000. At the same time, EMS, SF, Zhongtong, Yuantong and other logistics companies also dispatched special personnel and special vehicles in accordance with the plan, fully supporting the shipment of Bosden during the “Double 11” period. Bosideng's 16 offline sub-sectors, as well as more than 20 stores in first- and second-tier cities across the country, also participate in the “Double 11” shipments. Consumers in the vicinity of the store can choose to place orders online and pick up the goods on their own to ensure “ Double 11" orders are issued in the shortest possible time.

Integrate brand resources and force supply side

Since Bosden officially participated in the “Double 11” event in 2010, sales have increased rapidly year by year. According to reports, this year's Bosideng Bosideng, Snow Flying, BingJie, Bosideng menswear, Bokang home and many other brands participated in the electronic business platform Taobao, Jingdong, the only product and other promotional activities. In order to enrich the product category, the home textile products of Bosideng's flagship store also participated in the “Double 11” event for the first time this year. The down bedding products such as goose down duvet and goose feather pillow were popular and achieved good sales performance.

In recent years, Bosideng actively adapt to the new demands of economic development and the new normal supply-side structural reforms will be included in the core of e-commerce group "4 + 1" development strategy, to build a comprehensive brand operating platform.

Bosideng official said the electricity supplier, electricity supplier business development thanks to years of accumulation of Bosideng brand and personnel. At present, consumers' online shopping behavior is more and more rational. The simple price war is not the only strategy to attract consumers. Online sales are entering the comprehensive brand competition period of “quick response + quality experience + brand value”. “For consumers, the brand strength and the competitiveness of the product itself are the key. Bosideng adheres to the brand positioning of “fashion + quality + warmth”. For 40 years, it has been insisting on the ultimate responsibility for product quality and customer demand. Today, we are constantly surpassing the perfect performance of our industry peers."