UNIQLO Won The Double 11 Dress Champion 600 Million And Put It In The Pocket.

In 2015, "double eleven", almost every clothing enterprise is refreshing its sales in 2014.

Among them, UNIQLO is the most, although UNIQLO has no external sales data, however, in November 12th, reporters learned from Tmall that its sales of "double eleven" in 2015 exceeded 6 hundred million, and won the first place in clothing sales.

At the same time, according to the subdivision category, UNIQLO is also the champion of Tmall men's and women's wear brand flagship store.

Tmall costumes told reporters, UNIQLO in the "double eleven" at the beginning of 4 minutes to break 100 million, Tmall clothing became the first single shop breaking five hundred million of the business.

"The" double eleven "activity almost all main products were sold out soon.

The head of marketing department of UNIQLO China revealed that the most popular ones were light down clothing series, HEATTECH series, flannel shirt series, fleece series and so on.

Compared with 2014, the company increased its sales promotion in 2015.

"Discount rate" is referred to the "double eleven" activity, and the discount rate is much higher than that of UNIQLO.

The strength of consumers in UNIQLO Tmall official flagship store can receive shop coupons and Tmall's "double eleven" shopping coupons.

Reporters noted that although

Normally, they sell according to the unified price on line and line, but the "double eleven" activity is limited to Tmall's official flagship store. The offline stores do not participate in the "double eleven" activities, nor do they support activities such as picking, returning, exchanging goods and so on.

The company's electricity supplier team started the "double eleven" project from the beginning of 2015 through the analysis and research of the "double eleven" big data in 2014.

The team carried out the big data based on the "double eleven" activities in 2014, where consumers placed goods in shopping carts.

Related preparations to ensure that there is more sufficient volume of active merchandise for consumers to rush to buy during activities.

Although the electricity supplier has achieved great success, UNIQLO does not plan to take up the pace of expansion.

"The future will continue to strengthen the development of e-commerce, but the development of electricity providers will not affect the offline shop plan."

The person in charge said.

"UNIQLO does not think that the" double eleven "online activities will have a big impact on offline sales.

The above people confidently expressed.

Some people in the clothing industry interviewed by reporters said that the first place in the flagship store sales of all categories of men's and women's clothing brands was not unexpected.

Analysts pointed out that, compared with some previous businesses will "double eleven" as an opportunity to clean up inventory, UNIQLO has an advantage in sales products, such as "double eleven" sales of 90% are new products in autumn and winter.

"Compared to the fast fashion brands such as Zara and H&M, UNIQLO sales are all basic.

"CEO Cui Hongbo, a brand management consultant in Shanghai, thinks that the style of the former is mainly female consumers, and can only be bought for themselves. The products of the latter are down garments, fleece and so on. You can buy them for yourself, give them to the other half, or give them to the whole family," this is the power of the basic funds ".

There is also a view that the sales performance of UNIQLO e-commerce in the "double eleven" is closely related to the regional layout of the physical store.

Since its entry into China in 2002, UNIQLO has now covered more than 90 cities in China and has more than 400 shops.

In general, for brands, opening a shop is actually the best promotion and advertising.