Double 11 Senma e-commerce 1.1 billion + wonderful ending, children's clothing double brand tyrants TOP list!

At 24 o'clock on November 11th, Tmall Double 11 officially came to an end in 2018. The number on the big screen of the Senma e-commerce Hangzhou headquarters building was fixed at 1,144.7 million, setting a record for the highest transaction volume of the Seima e-commerce double 11-day history! After the start of the event on the 11th, it took only 2 minutes to break the sales by 2 billion, and only 8 hours and 51 minutes to tie the total sales of the previous 11 days.

Children's clothing plate double brand tyrants TOP list! Among them, Barabara's stance of the industry's dominant brand, with the first throne of Tmall single store 420 million to dominate the Tmall children's wear, continue to write the industry legend! Especially worthy of recognition, this double 11 Senma e-commerce in addition to the traditional advantages of the two main brands of Senma and Barabara, the baby brand of the brand, Mini Balabala also obtained the children's wear category with the eye-catching performance in this double 11 The 7th place, as the exclusive sub-brand of Barabala online, won such an impressive achievement in its second double 11 and became the biggest dark horse of this double 11.

Adult wear plate, Senma Tmall single store performance of 380 million, women's performance has broken 100 million! At the same time, the company's active deployment of international business has also been good results, MARC O'POLO not only debuted at the Tmall trend festival, double 11 performance increased nearly 6 times compared with last year.

Legend: Qiu Guanghe, Chairman of Senma Clothing, and Shao Feichun, General Manager of Senma E-Commerce, gathered to motivate the team to achieve the goal

The Maxima business leads and the black horse business boosts. Senma E-commerce continues to achieve explosive growth in performance due to the increasingly serious traffic bottlenecks and unpredictable market changes through brand-driven, content channels, product channels and experience-driven four-wheel drive.

Brand-driven: multi-brand expansion category omni-channel, Omori Ma strategy has taken shape

E-commerce has developed to this day, the traffic dividend has disappeared. Along with the segmentation of consumer groups and the difference in consumer demand, Senma E-commerce has carried out multi-brand, expansion, and omni-channel planning and layout based on the original advantageous brand business, and fully supports the two advantageous brands of Semma and Barabara. While continuing to maintain stable and healthy development, we will quickly promote the layout of new business segments. In the two major business modules of children's wear and adult wear, using the advantages of the Group's resources, through a variety of means such as overseas mergers and acquisitions and independent cultivation, to create a brand matrix covering the entire age group and different consumer needs, to quickly carry out the market outside the original advantage business sector Fill it up.

Legend: The brand of Senma E-commerce

Among them, the baby brand Mini Balabala, as a strong impact on the double 11 children's wear industry, ranked 7th in the industry compared with 18 last year, up 11! The overall performance increased by 172% year-on-year, and the historical data was refreshed again with absolute advantage! In just one year, Mini Balabala, with its precise user positioning and Internet operation thinking, digs deep into the unique appeal of the new generation of mothers after the 85s and 90s, and optimizes the brand's internal strength from the four aspects of product, marketing, service and supply chain. Becoming a baby brand in the mother's circle, it quickly captures the children's wear market with the potential to break through.

The investment in the new business segment of Senma E-commerce has begun to pay off. Judging from the performance of this double 11 game, the Omori horse strategy has taken shape.

Content Driven: Innovative Marketing Model, the largest fashion content operation platform in China

Today, with the explosion and fragmentation of information, Senma e-commerce has increased the influence and image of the brand in the consumer group while attracting consumers' attention through the continuous output of creative content.

01. Keep up with the platform hot events and create hot topics in fashion content . This year's Double 11, Senma E-Commerce's Senma and MARC O'POLO dual brands went to the Tmall Trends Festival. Through the fun interpretation of the youth campus style by the girl star Ouyang Nini and Pink Leopard IP, she created a hot topic of reading over 100 million readings. The internationally renowned designer Jason Wu and the MARC O'POLO joint cross-border release, led to the pursuit of the luxury user community. Through the live broadcast of the Double 11 Trends, not only brought the attention of millions of users to the brand, but also led to the direct conversion of store traffic and pre-sales. The pre-sale of Senma stores increased by 106.81%, MARC O'POLO Pre-sales increased by 525% year-on-year, laying a solid foundation for the achievement of the double 11 performance.

02, short video and live broadcast As the new blue ocean of mobile marketing in 2018, Senma e-commerce also performed well in these two new marketing methods. In terms of short video, Senma E-Commerce reached a strategic cooperation with Alibaba Wood in September this year to increase the delivery of short video. This move will increase the transaction conversion rate of the store by 46.9% and the purchase conversion rate by 36.7% within one month. Increased efficiency by nearly one million.

In the double 11 October warm-up period, Mini Balabala teamed up with independent photographer Zhang Sanliulang zs to create a 4-minute micro-movie "Love is the best gift", and went deep into the real life of Mini Balabala users and families. Love and companionship, directly hit the parents after 85, 90, and emotional resonance, for the fans of the double 11 gathering over 10w+.

The results of the live broadcast are also quite eye-catching. In the double 11 live qualifying, Barabara rushed to the top of the maternal and child category, and the total number of live broadcasts from November 1st to November 11th exceeded 1.2 million. More than 550,000 visitors were entered into the store; during the live broadcast of the Summa Double 11, the total number of visitors was 1.82 million, and the total number of visitors to the store exceeded 200,000, which created nearly 3 million orders for the store.

Legend: Barabala live rushed into the mother and baby peak list TOP1

Through this series of innovative content marketing models, Senma e-commerce has accumulated billions of popularity and fan attention in the major fan channels. Only Ouyang Nini’s single Weibo topic in the trend festival has created 120 million readings. .

Product Drive: Fashion Partner Program, Leading Fan Economy

As a pioneer of apparel e-commerce, Senma E-Commerce continues to strive for innovative marketing and exploration of new business models. In the three years since its implementation, Senma Fashion Partners is creating more value for Senma E-Commerce in terms of brand power and product enhancement.

01, star joint name, leading the fan economy . This year's double 11, Senmat invited Ouyang Nana and Ouyang Nini two sisters to develop a joint series, and the three-party joint development with Pink Leopard IP. Stars are involved in product design selection and inject new vitality into the brand's design. At the same time, through their personal performances, they spared no effort to carry out the grass on the social media, making the new series enthusiastically sought after by fans. This new business model, which allows stars to participate in fashion design, brand activities and fan interactions, has truly transformed partner fans into brand fans and reached consumers in a lighter way.

02, Fashion Week debut, enhance the product appeal . Senma and independent original designer CJYAO made a stunning appearance at New York Fashion Week. The sporty and avant-garde fashion design style won the headlines of countless domestic and foreign well-known media websites, which triggered the ardent attention and discussion of countless netizens. A lot of topics and brand concerns. In addition, the double 11 eve Barabara was invited to the stage of the opening show of Shanghai Fashion Week, and launched a new series of cross-border cooperation with cutting-edge artists. Subsequently, the small octopus explosions of the show and the hot vibrating sounds were put on the official flagship store of Barabara, and the detonation of the line and the realization of the online operation became a highlight of the brand.

03. Internationally renowned designer Jason Wu crosses the border and enhances industry influence . This year's double 11, MARC O'POLO brand invited internationally renowned designer Jason Wu to cross-border cooperation, launched the 11th anniversary of the limited edition design, and boarded the Tmall double 11 trend stage. With the endorsement of popular star Zhang Zhilin and Jason Wu's cross-border cooperation, MARC O'POLO, a luxury brand from Germany, is gaining recognition from the Chinese market and consumers.

Experience Drive: Extreme VIP double 11 advance delivery

The biggest pain point for double 11 users is the issue of delivery delivery aging. Netizens have ridiculed that "the longest time is the double 11 express courier." In response to this pain point, Senma E-commerce launched the “Supreme VIP Double 11 Advance Shipment” campaign to create a double 11 ultimate consumer experience. Shop Supreme VIP customers who participated in the pre-sales before October 30th will arrange for advance delivery before the customer pays the double 11th payment. The express peak travel guarantees that the customer has already received the product purchased by the customer before the double 11th. This ultimate user experience service has been highly sought after by millions of fans.

In addition to the warm-hearted move of the double 11 pre-sale early delivery, the delivery speed during the double 11 period is also very strong! On the day of the double 11th, the first order sent to Mr. Li of Shandong Jinan has been issued! The lightning-fast delivery speed further explains the ultimate service experience of Semir E-commerce.

Legend: The first order of the Senma e-commerce double 11 at 0:20

Double 11 is the largest e-commerce promotion festival. Of course, what users want most is the super cost-effective and heart-warming mechanism. Among them, Senma sent an iphone XS every minute before the first day of the game, so that countless fans are gearing up, playing is the heartbeat! There are also a combination of empty shopping carts, surprise red envelopes and other benefits, so that fans are hooked. For the user feedback platform, the gameplay is complicated, and it is impossible to quickly learn the pain points of the final discount. Senma E-commerce has also developed the “Double 11 Discount Calculator” H5, which can help users quickly calculate the actual payment for the store during the explosion of the double 11 period. Give users a perfect double 11 experience that saves effort and saves money.

At the same time, the double 11 Senma e-commerce will upgrade the ultimate user experience again, not only in the process of buying carnival, but also let users feel the surprises, and let the users harvest and feel warm. In the early stage of the double 11 start-up, Mini Balabala created a double 11 mother kol word-of-mouth group from the perspective of consumers. Peer-to-peer communication with experienced users. In-depth understanding of consumer psychology, brand evaluation and recommendations. Through the #mother kol word of mouth group # personal evaluation and dressing experience and a series of actions, the brand temperature is transmitted in all directions, creating a double 11 with both "heat" and "temperature".

During the Double 11 period, the user not only feels the brand's profit-making concessions, but also allows the user to feel the ultimate service. The Senma e-commerce has been gaining a huge sales market share while also gaining a good harvest through the continuous optimization of the user experience. User word of mouth.

Senma electric commercial fashion praise life

According to Shao Feichun, general manager of Senma E-commerce, e-commerce is not a department or channel, and e-commerce is a new retail thinking. However, many new retails still stay in the stage of performance art, but they are of great significance. The e-commerce industry must be fully upgraded under this wave. As the pioneer of clothing e-commerce, Senma E-commerce is constantly achieving self-breakthrough and upgrading in the promotion of this wave. With the mission of “following life with fashion”, it continues to create beautiful value for customers and looks forward to the future. More exciting performances.

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