Han Du Yi She Double 11 Played The "Wolf Pack" Tactics.

4 minutes 10 million, 10 minutes 50 million, 30 minutes break 100 million, 10 hours 22 minutes to break 200 million, 284 million 400 thousand all day (only Tmall, does not contain Jingdong, vip.com, South Korea's clothes House official website and other platforms).

This is the double 11 pcript of Han Du Yi she electric business group (hereinafter referred to as "Korean capital"), of which wireless terminals account for 78%.

Zhao Yingguang, founder of Han Du Yi house, told reporters that he could be quite satisfied with the result.

This year, Tmall double 11 and Han all ranked second in women's clothing category stores (Tmall stores), followed by UNIQLO. All Tmall merchants on Tmall platform are also among the top 20 in this year's double 11 sales.

This is Han Du's seventh year participation in the double 11.

In the words of Hu Jindong, deputy general manager of Korea's capital, he took the double 11 champion and the 2012-2014 champion of the women's clothing category and became more mature and rational.

On the basis of maintaining its previous advantages, this year, the Korean group has concentrated on the promotion of the sub brands, and has opened up the market in various categories by brands like AMH, Minnie, Harry, Su and di kuina. Nowadays, South Korea is trying to catch up on the issue of "buying clothes".

Including the main brand, HSTYLE, a total of 15 brands were awarded Tmall double 11 official marking this year.

As of 3 p.m., Hanfeng girls' brand Nana diaries, Europe and the United States wind children's clothing Honeypig and middle-aged women's clothing brand di kuina have overfulfilled the sales plan.

Zhao Yingguang said that the theme of Korean capital in 2014 was to reach the top, draining HSTYLE with a number of brands, and eventually reached 198 million of sales, surpassing UNIQLO.

At that time, he had set the strategy of double 11 in 2015, that is, to maintain

On the basis of HSTYLE's advantages, the proportion of sub brands increased from 28% to nearly 50%, and the final figure was close to 40%. For Zhao Yingguang, this is a satisfactory and slightly regretful result.

On the strategy of brand strategy, Korea has been paying more attention to the consumer experience. The foothold lies in the delivery. The price of clothing brand is low and the volume of shipment is large. Therefore, Korea has developed a brand new OMS and WMS system, and the whole delivery process has been smooth and the speed has reached two times that of last year.

On the day of double 11, Han Du used 5 minutes to issue the first order, and the single volume issued by the whole day reached 500 thousand orders, which is expected to be completed within 3 days.

Zhao Yingguang told reporters that after experiencing the lessons of last year, South Korea has adopted a more conservative strategy this year, with a small number of stocks being stocked, and the sales rate has increased to over 95%.

Jia Peng, who served as Han Doushuang's 11 commander in command for four years, told reporters that at 11:45, the group launched a dual 11 flexible supply chain plan, through its own intelligent information system and supply chain management system.

It can shorten the order period of 20 days or 10 days in order to solve the inventory problem with data.

On the day of double 11, the six partners of the group were mainly responsible for sudden decisions and jumped out to see double 11, which is particularly important for the next strategy.

Next year's double 11 and ROK will continue this year's practice, first of all, to guarantee the top three status of the main brand industry, and secondly, to make the sub brand grow better.

Zhao Yingguang revealed that based on excellent performance, next year's budget for Nana's diary will double. The relationship between sub brands and main brands will form mutually supportive relationships, forming a matrix, covering as many people as possible.

Hu Jindong told reporters that double 11 is not just a day, but a golden time for the brand building of an electric business enterprise. Beginning with the new "reform movement" in the autumn of July, Han began to put forward its own brand proposition, playing it with the main brand and playing with the sub brands, so that they could make a sound, marking the top brands in the industry, thus laying the foreshadowing for the double 11.

In October 26th, South Korea launched the brand with the black screen event and launched the "live, the cutting-edge" campaign, using the influence of Internet Celebrities and brand spokesmen. According to the characteristics of each sub brand, they put forward cutting-edge views and carried out a comprehensive brand communication for consumers.

The event marketing has reached the direct spread of hundreds of millions of people. Every topic on micro-blog has 30 million followers, basically on the hot search list. The number of Baidu check-in check-in people has reached the first day, week and month.

Including the DiscoveryExpedition children's wear brand, which has just opened shop in Tmall, there are 28 brands under Han Du. None of them has been successful in so many brands in a short time. For Zhao Yingguang, this year's double 11 is just a moment to test the brand ability. For the successful brands such as Nana's diary and Minnie Hal, in addition to the drainage measures in the afternoon of double 11, the group will tilt more resources to support it.