57 Billion 100 Million Behind The Turnover, Such As UNIQLO And Offline Brand Growth.

Last year 36 billion 200 million yuan, this year "double 11" achieves 57 billion 100 million yuan -- this approximately corresponds to the global retail giant Messi department store 4 months turnover.

In the sixth quarter of the "double 11" market, the reason for the sharp increase is not only the sales volume but also the pattern changes that lie behind us. This will be China.

The development path of the industry is: Retail Revolution, mobility as king and channel integration.

Next year's "double 11" may mean more.

The traditional manufacturing industry turns around to represent the brand: millet GREE.

"Victory has achieved the original goal..."

At 12 noon yesterday, in a WeChat group of 500 people, Lei Jun, chairman of Xiaomi, rarely appeared.

Nearly two times last year (1 billion yuan).

Rather than being a showcase of advertising time, it is better to admit that this is the release of "double 11" under pressure.

The second time Tmall took part in the "double 11" of millet, which sold the word "double sales" a few days ago. However, it encountered a strong block from its competitors. Even in the first 11 minutes of "double 11", the old rival Meizu won the first prize.

But no matter from what point of view, "double 11" has become the best show in the traditional manufacturing industries such as Xiaomi, HUAWEI, Meizu and so on. As of the Beijing Commercial Daily reporter's release, millet, HUAWEI and Meizu ranked the first, third and eighth of Tmall's "double 11" business list.

The best interpreter of the traditional format by means of "double 11" to achieve fission is actually GREE.

As a representative of the hardline family appliance industry, GREE, led by GREE chairman Dong Mingzhu, has been incompatible with the electricity supplier, and the 1 billion yuan gamble of Lei Jun has been deadlocked.

But this year, GREE launched Tmall flagship store at the end of last year for the first time to participate in the "double 11".

As of the Beijing business newspaper reporter, GREE was the top ten of the list.

From rejection to pandering, the view of Fang Hongbo, chairman of the United States who went to Tmall's "double 11" live site, is probably the best answer: "it is not just the use of this platform to expand the sales and share of e-commerce.

More importantly, through cooperation with Tmall, we can promote the pformation of traditional manufacturing enterprises in the back-end value chain, such as the improvement of design system, product system, service system, rapid reaction system and so on.

From a more direct "double 11" temptation point of view, according to Fang Hongbo's view: "the price of Tmall's products sold on the United States is relatively high, and the profit level is higher than traditional channels."

Unlike previous years, in this year's "double 11" list, sales of traditional brands and Internet brands are not equal.

All categories show the following characteristics: in the field of makeup, second, third and fourth are the United States, the hundred antelope and CHCEDO, all of which are traditional brands, and the top ranked AFU is the Internet brand.

In the fierce competition of women's clothing brand, Han Du Yi house, Yin man and aka are Internet brands, and traditional brands such as UNIQLO and Europe are also doing well.

There is a view that from this year's "double 11" pcript, brand integration has reached an unprecedented level.

In terms of emann, users have no concept of channel and more brand concept.

After many years of exploration, some of the larger Internet brands have built a new business model, and have been imitated by many small and medium-sized businesses, breaking some people who have just entered the industry, and think that the bragging and gimmick can be enough to make a mistake.

An assistant to the chairman of the Beijing branch told reporters in an interview with the business daily that the new business model needs both the operational foundation of the traditional business and the Internet based marketing mode.

For the benign brand of traditional brand operators, the hot sales of the network does not mean the shift of the center of gravity. Among them, the most popular voice is the Japanese fast fashion brand, UNIQLO, which sells second of the women's clothing and fifth of men's clothing.

Insiders familiar with UNIQLO said that UNIQLO considered official App to be a sharp weapon for the offline outlets, and Tmall stores and the users of the store could pform each other.

At the same time, do not make special contributions to the network, no membership system, employees do not have the problem of profit distribution these three measures, so that UNIQLO online and offline get better.

However, the "double 11" is obviously more important to the Internet brand.

Han Du Yi house disclosed that "double 11" sales accounted for about 10% of the whole year; the Yin man side said that "double 11" sales accounted for 1/7 of the whole year.