This year's Lynx "double 11" shopping carnival total sales of 350.19 billion yuan, in addition to marvel at the explosive mass of electricity supplier, there are many brands in the carnival in the sudden emergence of unexpected surprises to emerge , Famous camel camel camel brand in these "special forces" is particularly prominent. Although the performance of camels in Taobao has been very good in recent years, in this year's "Double 11", sales of camel single brands (excluding the other brands of the Group) have increased by nearly 200 million yuan over the previous year and an increase of more than 85% over the same period of previous year. Full lead "market." According to Taobao's official statistics, "Double 11" all-day sales camel came second only to Xiaomi and Haier, ranking No. 3 in terms of apparel brand sales, apparel brand single stores and men's shoes, outdoor shoes and women's shoes. Four categories of "first place", such an achievement exceeded many expectations, but Guangdong Camel Clothing Co., Ltd. CEO Wanjon Gang is not surprised: "In order to meet this year's 'double 11', the camel is done Fully prepared .We started preparations six months ago, in addition to full stocking, warehouse logistics and other aspects of the follow-up, surprisingly winning marketing plan is also the 'double 11' to achieve good results important reason. "Marketing surprisingly winning" Our marketing team planned a number of programs for this "Double 11" project, the most of which was the series of topics that Han and his father played in the Weibo brand around Weibo on that day. We must remember that on the day of "Double 11", Han Han, a camel spokesman, specially made a photo of his daughter on the weibo. With the interactive interaction of stars such as Yao Chen and Zhao Wei, it became a hot topic in Weibo for a time. By topic heat, camel outdoor series homeopathic launched a high-end Andes Han custom, Han fans will not miss this opportunity, which makes the wholesale sales of nearly $ 10,000. At the same time, Han Han's father, Han Ren, also expressed his concern about the brand on his Weibo, admitting he loved the brand when he first saw the camel shoes. "In addition to marketing with the fastest-spreading Internet tools, we are still creating topics for the offline logistics segment that draw attention." Van Gogh said, "Of course, we are not planning solely for the sake of creating topics, The point is still to improve consumer experience. "As we all know," Double 11 "during the surge in the number of packages will allow consumers to quickly get the order of goods, in order to solve this problem, but also improve its influence, Camel came up with a The best of both worlds - double surprise event "Car Delivery" on "Double 11" day. The planning team randomly selected 8 orders from all the customers of the camel and sent the goods to the customer for the first time in a special delivery method. One of the orders from Beijing was personally delivered by Mr. Camel to the house, and the other Lucky customers also won the 1111 yuan "surprise award"; a lucky Shanghai customer by the Shanghai Volkswagen 333 fleet of well-known driver Gao Huayang driving car first time delivery; and the same day in Guangzhou, the lucky customers are from the Porsche turbo ho Car home delivery ...... "This can use the offline links to create topics, the combination of online and offline marketing, and the camel as a traditional brand background is inseparable." Vanguard said. Traditional brands challenge e-commerce At present, there are more than 3,600 stores in the camel line. As a well-known traditional brand, camels officially launched the e-commerce business in 2010. "In the early stages of planning, the e-commerce segment just started as a supplement to offline sales channels." Van Gogang said: "Because too many counterfeit goods were flooded with the e-commerce market at the time, to make up for the short Board ", we decided to open the first flagship store on Tmall." Just three years later, e-commerce is no longer a "short board" for camels, but a new advantage and a point of sales growth. In addition to facing the various challenges encountered in the e-commerce business, the rapid development of the e-commerce brand is clearly one of the problems that have hindered the development of e-commerce business by traditional brands. However, for e-commerce, Amoy brand is more popular than traditional brands Advantage? Wan King Kong said: "In previous years, Amoy brand advantage is indeed very obvious, but since 2012, this situation has changed, the traditional brand began to catch up in the field of electricity supplier, which is also the traditional brand often say Traditional brands have their own advantages, such as established market awareness, more efficient supply chain, etc., and many Amoy brand rely on 'burn' accumulate popularity in different ways, the traditional brand is' With money 'into the field of e-commerce, especially in the men's category, the top few Lynx rankings have long been the traditional brand of the world; Women Amoy brand performance slightly better, but the actual situation is not as good as imagined . 'Transformation' is the same for the Amoy brand. Camel electricity supplier through continuous exploration, not only devoted to the development of online products, more to meet the needs of the network to buy , But also created a multi-category layout electricity supplier model, in the men's shoes, outdoor, men's, women's shoes, leather goods and other fields all-round development. "Amoy Holdings brand" bug rice son "is Camel Taobao in the field of e- one. "Bug insects" is one of the typical Amoy brand, although it is Taobao gold crown sellers, but also faced with the problem of how to make the brand bigger and more effective integration of resources. For Camel Holdings, Muzi founder Mu Mu said: "The pursuit of cooperation, not the lack of funds, but can use the power of camels mature, focus on the product, the brand bigger and stronger." "Obviously, the traditional brand and Amoy The future of the brand is 'different ways', the boundaries between the two will be increasingly blurred.More and more traditional brands will enter the e-commerce market, and Amoy brand also need to learn the traditional brand, to seek the opportunity to land. Said. "Singled out the world, the camel ferocious" Why Han Han will be invited to become the brand ambassador, Wan Kingang that although it has been controversial in public opinion, but Han rarely responded, he encountered difficulties but "no pain" The trait is very much like a "camel," but "a camel is a gentle animal, but it is very ferocious when it's dangerous, and it's the slogan of 'singled out the world, the fierce camel,'" said Van Gogh. "In my opinion, Asians are relatively mild, so I hope the camel brand can convey more courage, meaninglessness and wild spirit." In the face of the upcoming "Double 12", the camels also did a good job Fully prepared to meet the company's team and Taobao also co-curated the "first outdoor festival - through the Khuzizi desert" activities, continue to expand the brand influence. This themed event is also known as one of the most challenging outdoor crossing events of the year. In Vajrasten's view, the traditional brand power companies, as long as the right way to find the right direction, than the Amoy brand more market advantages, we will be able to reach Amoy brand can not reach the height of development.
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