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Industry news | Earn 300 million in 2020, Bosideng will do Private traffic

2021-02-24     来源：金绒     浏览量：3044

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Earn 300 million in 2020, Bosideng will do Private traffic

Bosideng's 2020 digital construction work can be roughly divided into two parts. One part cooperates with Alibaba to continuously accumulate and analyze various data through the "data center"; the other part cooperates with Tencent.

The closest cooperation between Bosideng and Tencent is the smart retail department, which covers more than 3,600 stores nationwide and established a concept called "private domain ecology" to help stores and customers establish a close relationship online.

Private domain ecology is an independent business position integrating online and offline brands. Brands do not need to rely on the platform to distribute traffic, and they have a reservoir of their own.For Bosideng, fans of the brand's official WeChat public account, users of the Mini Program Mall, and WeChat friends who are shopping guides are all part of the private domain ecology.

In 2020, Bosideng hopes that the sales of the "Mini Program Mall" can reach 300 million.

Before the 2020 epidemic, Bosideng had just started experiments in private domain operations in Shanghai, Nantong, and Hangzhou, using small program malls and corporate WeChat to help stores continue to expand online members.

This experimental channel became the only way out after the outbreak of the epidemic: if the closed store wants to have a performance, it can only rely on shopping guides and sell through the mini program mall.

At the beginning of 2020, Bosideng built a private domain-based task platform to analyze customers for shopping guides. "What is his age? Is his aesthetics trendy or value-for-money? The platform will tell the shopping guide."

"She will find that 10 people have been to the retail mall, but without placing an order, she can communicate with these customers to promote conversion. Or, if these 20 customers will have their birthdays in the next week, the shopping guide is fine Congratulations by pushing a marketing coupon. Turn this information into a task or business opportunity."

This data comes from Bosideng’s data center. With the accumulation of customer data, business opportunities can be captured more and more accurately.Just as customers visiting offline stores will stay in front of certain products and touch them. Previously, they could only be observed with the naked eye through shopping guides, but now they can all be kept in digital form.

By accumulating members in the traditional way, Bosideng already has a huge group of up to 17 million. Since promoting private domain operations, Bosideng has accumulated more than 12 million customers on corporate WeChat, and is the only brand in the apparel industry that has exceeded 10 million. There are currently only 8 brands in the industry with more than one million corporate WeChat members.

Online operations and offline stores have been integrated, and channel restrictions have been broken.

In the latest financial report, Bosideng explained the group's idea of becoming a private domain: In addition to paying attention to traditional e-commerce platforms, it also attaches more importance to private domain channel e-commerce that is emotionally connected with consumers. "Based on the ever-expanding private domain traffic pool, create a store model of offline stores and online cloud stores."

Zhu Aiguo, Chief Information Officer of Bosideng, said that he hopes that through two years of operation, the sales of small programs in stores can exceed 8% or even 10%, and the best stores can reach 15-20%.In the future, Bosideng will no longer rely solely on the increase in the number of stores for growth, but will explore more value from private domain operations.

2

Seasonal promotions of clothing merchants fight "price war"

In order to clean up the winter clothing inventory and launch spring clothing as soon as possible, various businesses have started a real "price war". The promotion of winter clothing has also attracted many citizens to buy.

In Yiling Wanda Plaza, all kinds of clothing promotion billboards lined up.In a fast-fashion brand store, winter clothing is fully discounted. The original price of down jackets of 900 yuan is only 400 yuan after the discount, while the discounted price of some technical fabric thermal underwear is only 50 to 60 yuan.

"It's most affordable to buy winter clothes now. This down jacket originally cost more than 600, but now it's only sold for a little more than 100." A salesperson is selling winter clothes to customers.According to the business, after entering the second half of February, with the full launch of spring clothing, winter clothing clearance discounts have gradually entered the peak period, and in about half a month, the corresponding winter clothing change season promotions will gradually come to an end.

Ms. Fang, who often visits shopping malls, said that every year when the clothes change season, she will come to the shopping mall to "purchase" a few clothes at the right price. There are also citizens who are skeptical of some promotional activities such as "lost sales". However, seeing that the discounted price is so different from the original price, many citizens definitely have the desire to buy.

3

Gangnan District of Guangxi Province accurately and orderly promotes the resumption of work and production

Under the premise of vigorous efforts to prevent and control the epidemic, Gangnan District, Guigang City, Guangxi, promotes the resumption of work and production of enterprises in the region and all walks of life after the Spring Festival.

In order to ensure the normal supply of down raw materials, Guigang Jielong Down Co., Ltd. is making every effort to resume production and supply. Up to now, the rework rate of front-line employees has exceeded 100%, various tasks have been carried out in an orderly manner, and 100% production capacity has been fully restored.

4

Semir who sells clothing: not only selling vegetables! Also sell medicine! It's really a "troika"

Recently, the Enterprise Check App showed that Hangzhou Weitan Pharmaceutical Technology Co., Ltd. (hereinafter referred to as "Vita Pharmaceutical") has undergone industrial and commercial changes, and the new shareholder Semir Group Co., Ltd. (referred to as Semir Group) has been added.This shareholding of Weitan Pharmaceutical may become Semir's third carriage in the true sense.

The second horse-drawn carriage was the “Vegetable Selling” project of the Forest Homes invested in 2008.As of December 25, 2020, the third store of Morihuo Home, Ruian Zhangzhai Store, officially opened the prelude to its trial operation, which was originally the Zhangzhai Vegetable Market.

The first carriage is naturally its main apparel business. It is worth mentioning that in the Spring Festival of 2021, the fun and personalization of product innovation has made Semir Q+ shoes popular on the social platform of the entire network.。

Based on the Q+ series with a 28% upgrade of sole softness, the design concept of "wearing shit shoes and walking shit luck" is presented with the "shit color" that is in the same vein with function, making the new year limited edition Q+ shoes come with The year of the ox seeks the attribute of good luck, and conveys the traditional saying: stepping on dog shit.

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