Double 11 10 Years, More Than 45 Times Of Growth, What Is The Reason For SEMA E-Commerce?

This year is the 10th year of SEMAR's e-commerce experience Double Eleven !

With the bell ringing at 0:00 on November 12, the outstanding performance of the omni channel sales of 2.298 billion, a year-on-year increase of 33.8%, marks a perfect end to this year's double 11 National Congress.

During the 10-year double 11, SEMAR e-commerce has achieved a growth of more than 45 times from 50 million in 2012 to 2.298 billion this year. How to achieve such an excellent record? Zhang Hongliang, general manager of SEMA e-commerce, told reporters: "in addition to weather support, platform policy and other factors, we are paying more and more attention to moving consumers through internal elements such as commodities, operations and services. Behind the growth of double 11 performance, we have more and more improved basic skills in consumer insight, commodity planning, global operation and digitalization." Starting from consumers, insight into consumer demand, seize industry opportunities, and realize the transformation of traditional e-commerce! SEMAR e-commerce has four winning secrets!

　　 1、 Seize the opportunity of the industry and upgrade the brand

With the rapid development of the Internet, consumers' demand for quality, diversification and individuation is deepening. The young generation Z represented by the post-95s and 00s has become the new main force of consumption. How to obtain the recognition of these young people is an important thinking direction of brand development.

This year, Mr. Qiu Qiangqiang, executive chairman of SEMAR Co., Ltd., proposed the strategy of brand upgrading, established consumer analysis projects, and accurately observed consumer demand; Define the positioning and value of each brand, carry out brand wide linkage, and improve the recognition and recognition of the brand; Establish the whole value chain process of commodities and improve the supply chain capacity, so as to comprehensively improve the quality of products.

　　 Samma: Based on comfort and fashion, return to "what you wear"

Since Semir called out "what you wear is what you wear" in 2003, this well-known advertising slogan has become the memory of many post-80s and 90s. With the strong entry of the post-95s and post-00s, the younger generation has become the main force in the consumer market. Growing together with China's e-commerce, rich and convenient shopping experience has cultivated their rational consumption concept. In order to better stand together with young people, after reexamining the brand concept and value, Semir re endowed the classic slogan many years ago with a "2021 winter new product show", launched a new dialogue with young people, and called on young consumers to wear comfortable clothes and be the most comfortable themselves.

　　 Balabala: the show is moved to the Great Wall, and differentiated scene marketing seizes consumers' minds

In the fierce competition of children's wear, balabalabala can be said to be a real "head player", but it is not satisfied to stop here. With a dream show of the Great Wall, the dialogue scene between classics and trends is constructed. On the basis of this ancient pulse, Balabala builds a lively fashion show, which makes the charm of classical Oriental culture collide with modern Oriental lifestyle, grabs consumers' minds with differentiated scenes, and presents excellent thinking on children's clothing in winter, There is no unified standard for the concrete interpretation of the trend, "tide = what children want to be".

　 Mini Barra: insight into the trend of family consumption of generation Z and race to the new race track of parents and children

With the post-90-95 young parents in power, young families' parenting concepts, consumption habits and circle interests are undergoing changes. Different from the traditional maternal and infant groups, the new generation of Baoma pay more attention to themselves and the interaction between family members. Based on an accurate insight into this trend, the mini Bala) invited four groups of real Yolo families, including street dance star Xiao Jie, sports blogger Chen Yan, home designer Ke Ke Ke and travel blogger Li Xiaoying, to present the brand's concept of "parent-child company and friends partner" through different types of Yolo families to present the brand's concept of "parent-child company, friends partner" with accurate content, For double 11 sales strong empowerment.

With the rapid development of superior brands such as SEMAR, Balabala and minibala, SEMAR e-commerce is also making every effort to create a product matrix covering all ages and different consumer demands, and quickly fill and optimize the market outside the original advantageous business segment. Whether it's focusing on "fun trend" Is it Aiken, which is committed to providing multiple choices for overweight girls, or is it a steadily growing children's wear brand, such as marcolor and the child's Place, the new generation of domestic fashion brand cocotree, etc. Samma e-commerce has always been committed to meet the needs of consumers, providing consumers with one-stop shopping convenience.

　　 2、 Insight into consumer demand and provide good products

This year's double 11, SEMAR e-commerce has deeply implemented the product "BBB mode" proposed by Qiu Qiangqiang, executive chairman of SEMAR Co., Ltd., that is, starting from three "B" of different groups, different channels and different development modes to meet the diversified needs of users. According to the six major maternal and infant groups and the six adult clothing groups, through the analysis of the purchase habits of different groups of people, the distribution is differentiated in different channels. For products, through independent R & D design, external resource integration, joint universities and R & D institutions and other different development modes, we strive to create diversified products that can meet the different needs of customers.

Centering on the brand concept of "what you wear", Semir launched the smart series and Rico, a Chinese outdoor designer, from two major sectors of functional leisure and Chinese culture Lee co branded series, Senma Guozao series, etc., open the "comfortable fashion" in winter. During the "double 11" period, the sales of Samma black technology down jacket increased by 2181% year on year. 　　

Balabala down jacket has sold 50 million pieces this year. From Derong fiber, which is not easy to pilling, to Taihua thermal storage lining mixed with volcanic rock and nylon, and to the unique Siji spinning film, Balabala's persistence in the fabric also makes the post-90s and 95s baopa and Baoma rest assured that their children can wear brand clothes. 　　

　　Mini Bala expresses creative and interesting partnerships in a childlike artistic style. Whether it is the trend style of Sesame Street IP, the "carp leaping dragon's gate series" cooperated by artist Liu Dan, or the "down and warm parent-child series", the brands are presented with diversified, fashionable and comfortable products, and pass through the value concept of "parent-child company, friends partner", so as to enhance consumers' awareness of the brand mind. 　　

Behind the continuous upgrading and upgrading of products is the powerful supply chain system of SEMAR e-commerce. Over the years, SEMAR group has reached strategic cooperation with leading domestic and foreign enterprises, such as Goshi thread group, the world's leading supplier of sewing thread and embroidery thread, Liuqiao group, Asia's largest down supplier, and YKK group, a zipper supplier, to jointly create high-quality products and provide better service for consumers.

　 Third, based on the construction of digital intelligence, provide good service

The comprehensive upgrading of brands and products has achieved good results, resulting in a large number of orders and customer demand, but also put forward higher requirements for the customer service and logistics of SEMAR e-commerce.

In order to ensure the promotion and after-sales service of the "double 11" activity node, SEMAR e-commerce has continuously improved its service skills with the goal of high-quality service since August, and has provided customers with quick service response and warm and high-quality service experience through the "cloud" black technology Wangyun Zhilian platform with manual customer service.

Thanks to the experience of the past nine years' double 11 large-scale logistics campaign, this year, SEMAR e-commerce has integrated a complete and comprehensive method of promoting the operation, and through the means of robot process automation, jointly guarantee the successful completion of the "double 11" task. During the "double 11" period in 2021, SEMAR e-commerce will complete the delivery task of more than 10 million pieces with high driving power. 　　

The smooth progress of customer service and logistics is inseparable from the powerful digital intelligence construction of SEMAR e-commerce. Relying on the industry-leading digital midrange, it has realized more intelligent decision-making, more efficient internal operation and more accurate consumer operation in the whole cycle, which provides a one-stop escort for the water storage, preheating and sales of the double 11.

　　 4、 Deeply cultivate traditional e-commerce, seize the beach, and broadcast the content of e-commerce

Over the years, SEMAR e-commerce has achieved accurate access to consumers by establishing direct contact with e-commerce platforms. Whether it's Taobao, tmall, vipshop and other search e-commerce, wechat, pinduoduo and other social e-commerce, or content e-commerce such as shuoyin and Kuaishou, through the global e-commerce layout, SEMAR E-commerce makes it easy for consumers to "buy at will, buy at any time, and buy anywhere".

In the past two years, SEMAR e-commerce has gained rich experience in the field of live content e-commerce. In the self broadcast process of Taobao flagship store, in addition to the successful implementation of 24-hour continuous broadcast of sales day, it also planned the super popular special live broadcast such as the general manager's airborne live broadcast room. In addition, the brand also cooperated with the head anchor Weiya, Li Jiaqi, lieer baby, etc., to carry out cooperation and continuously ignite product sales. 　

　　 Live broadcast of shaking sound Through the promotion of brand self broadcast and talent live broadcast, combined with the advantages of short video, the matrix type live broadcast map is created to leverage the consumer's desire to buy in the form of rich content, so as to realize the one-stop harvest of commercial grass planting transformation. During the "double 11" period, the live Gmv of SEMA and Balabala brands increased 10 times year on year!

Since its establishment in 2012, Samma E-commerce has been practicing the business philosophy put forward by Mr. Qiu Guanghe, chairman of SEMAR group. It creates enough space for employees to grow, creates unlimited commercial value for customers, and makes customers and employees "small rivers" "Meet and develop first. I believe that after more than nine years of polishing and precipitation, semma e-commerce will usher in more development opportunities with good products and good services, and create a new world of Chinese brands!