Dual 11 KaiKao international brand cat heaven[i] three world network operators note the general direction of this year's double 11: platform, wireless and international, while the latter is clearly a highlight of Daxin Alibaba after following the United States market. Despite international brand flagship shore facade, but these electric providers trader who enter Lynx attend double 11 is still a huge challenge. Text / Si-world network operators who double 11 2014, Alibaba IPO after the first one pair 11, a time attracted a lot of media attention. October 13, Hangzhou Dragon Hotel, Qiao Feng, president of Lynx announced at the media conference, three general direction of this year's double 11: platform, wireless and international, while the latter is clearly following the United States market after Alibaba Dah Sing highlights. In addition to the Lynx, Lynx International, Taobao overseas, AliExpress other services also benefit from the Global Trend Glocal. Now, Lynx has China branches responsible for the introduction of international brands, and those brands only in overseas sales by Lynx international catch. Ali ambition than to be more and more international big-name introduced to the country, but also to help sellers sell products overseas Chinese, overseas Chinese market coverage, AliExpress Taobao small sellers and overseas became the best overseas consumers platform. On this basis, the international logistics business relying on rookie, Ali is trying to make Chinese brand sea, external output value. It sounds like a great game. The double 11 exams each year, it is a training on the entire chess game. Although Ali did not disclose specific targets, but this year's double 11, only Lynx will have 27,000 participating merchants. And will participate in a large number of sales break down digestion, there were high hopes of international brands have. In fact, the electricity supplier for these brands Trader, this year plans to double sales of 11 early last year had already started brewing. This year, many international brands, including Estee Lauder, Burberry, Muji and Zara, etc., get together and entered the Lynx. Their roots in the Chinese market for many years, with import business platform, and put on the Lynx shop as a new electricity supplier breakthrough. New inventory or do the double 11, a fundamental question is: what are you selling? The goods come from? The problem for many Lynx original brands, no longer a problem, but the pace Nike Blazer Womens of international brands is clearly more slowly, more issues to be considered also. Special points of interest not only of how to balance online and offline, is also involved in the brand's China strategy and landing problems. A few years ago, the big, the Lynx once considered clear inventory platform. In this regard, Asics Chinese e-commerce operations manager Cai Sheng Hao has personal experience: \u0026 ldquo; we have two Lynx official flagship store, on-line in April 2013, in the first year to participate in two-11, we are ready to rush and sell is a quarter section, the two stores total sales of only 400 million yuan. \u0026 Rdquo; Cai Sheng Hao expressed, Asics company executives have to enter the Air Jordan 7 Lynx shop had to worry about: whether merely as a platform to sell stock? But this simple and crude positioning in the shop a year and a half and abandoned: \u0026 ldquo; and other sports brands, we need a year in advance orders, to ensure next year Distribution. This year's double 11, about 70% of the goods are the shop's unique style, and the remaining 30% of the channel synchronization and offline. \u0026 Rdquo; for Asics, the line's unique style is not the so-called \u0026 ldquo; electricity supplier special contributions \u0026 rdquo ;, but introduce more online shopping consumer groups based on the classical style colors. In addition, the annual Asics will launch SKU 500 or so, the line store receptor-bound, it is impossible to show all of these products come out, so we got the shop to sell. Relying on such a stocking, Cai Sheng Hao expect sales this year of the two-day cat shop can increase by 4 to 5 times more than last year. Sit tight in the top spot for three consecutive years in the kitchen category Zwilling are taking another approach: Lynx starter knives, pots and pans kit. These products are completely new, specialized channels built by the electricity supplier Zwilling. Zwilling official responsible for operating the flagship store 汪嘉怡 told reporters last August, Lynx Lynx proposed store published an exclusive product recommendations to Zwilling, the two sides hit it off. The recommended landing double 11 to give unprecedented results. Follow the idea last year, Wang Jiayi for Zwilling performance this year with confidence. It is reported that the twin Zwilling began preparing for June 11 this year, in addition to pots and pans, knives, Zwilling's cast-iron pan, nail products and agents of SCHOTT glass and other products will be on the line, of which about eighty percent of goods are tailor-made for the double 11. This is the third time dual Zwilling 11, 2012 in accordance with 20 million yuan, the growth rate in sales of 54 million yuan in 2013, this Seiko manufacture known German kitchen brand is expected to double this year, the impact of 100 million yuan of 11 sales. Regular price or discount decide what to sell well, followed by question is: how to sell? Asics Lynx store operations two years, Cai Sheng Hao that the days of the cat's environment is constantly changing, the most so he was pleased that no longer emphasizes discount Lynx, asking for the story to attract consumers to the brand. To some extent, this is the most international brands would like to see. Beginning in 2009, two 11 \u0026 ldquo; audience half \u0026 rdquo; the resounding slogan has long been popular, it is simple and crude propaganda slogans, the driving force for many consumers to buy. With the influx of international brand Lynx, killer prices also played down the role. International brands generally have strict price controls, while starting from the product planning until the last to enter the low-channels have strict inventory management system, if you want to do specials at double 11, often there is not enough inventory depth, which became the most electricity providers Trader who tangled problem. Wacoal China electricity supplier in charge told the 'world network operators \u0026 middot; managers,' reporters: \u0026 ldquo; Wacoal very strict price controls, not just our Lynx discount store opened in 2010, when only just started. spread a small amount of regular-priced goods. At that time, people's impression of the Lynx still bargain place. Later, management began to realize the importance of the Lynx shop, we sell complete price of goods to sell into some special items, in 2012 six, in July, with the large increase in sales. \u0026 Rdquo; for Wacoal electricity supplier team, and the company's 2015 Latest Nike Shoes goods control department to negotiate is a gradual process, from the beginning all the regular price to four times a year special, brand tasted the sweetness slowly began to loosen policy . March 2012, Wacoal's love pieces planning on Lufthansa brand line, it is more biased Europe and fast fashion Nike Air Max 95 DYN FW for the younger consumer groups, lower unit price. Also, because it was meant to supplement the shortage of Wacoal online channel, promotion policy more flexible, more fit the online shopping consumer groups. Since then, Wacoal has introduced a high-end product line Salute, a move that pushed up the Nike Blazer Womens overall success of the customer unit. A surprise them finding is that Chinese consumers have also been demand for high-end goods than the price, they also value the quality and the overall design of the product. The official admitted to reporters, Wacoal products are generally one year in advance to do the planning, strict inventory management system, each SKU will not be mass-produced, it is generally lower channel line has been digested well, inventory when entering low-channel deep enough, leading electricity supplier channels out of the embarrassment of broken code. Double last year's 11, the peak sales of Wacoal experienced zero after it because of lack of depth and subsequent fatigue inventory. However, this situation may be improved this year. The second half of last year, Wacoal planning a reproduction of the line classic, designed for online sales, which will greatly ease the contradiction between stocks and prices of goods. In the official view, starting Air Jordan 5 from early 2013, Lynx has changed direction, no longer sell low-priced goods, but to the more high-end line of development, to promote the Nike Air Max 2013 brand value. This year, double 11, Lynx requires mid to late 10's pre-sale period to emphasize the brand value and characteristics, sale of goods is no longer a low-cost models, but cost-effective products. Wacoal tangled than the electricity supplier channels, Asics practice even more at ease. Cai Sheng Hao do not think the Lynx shop for a price war to win, so the use of the main product line of the same below the line models with price strategy, which avoids waste of resources, but also be able to select the right back to consumers. From business to make the market now, similar to Wacoal, Asics such brand Lynx flagship store sales roughly equivalent weekday at 3 to 4 good sales line shop, it sounds is already a good result. However, the international brand of the business they are going into the overall electricity provider channel marketing programs. Cai Sheng Hao said, the Lynx brand shops give way to provide a rich set of data, including customer price, sources of orders, consumer gender, age, purchase frequency, etc., in consideration of the overall business of Asics, these data will be used as a reference. Currently, Asics Lynx shop daily UV can reach 20,000, far more than physical stores 500 to 600 passengers daily traffic, which the brand can be described as a great resource, consumers can continue to spread the brand connotation. Despite abroad, Asics is one field in professional sports reputation of the best brands, but due to enter the Chinese market late, compared with Nike, Adidas and other brands, Asics small market share in China. Since 2008 formally entered the Chinese market, Asics performance has been compared to running and always maintain a very mature brand growth, and Nike so in the Chinese market, which can be considered a sort of advantage. Under Asics online store will make reference to the Lynx shop order data, found that in addition to the Yangtze River Delta, Pearl River Delta region, the northern region there are many avid runner consumer groups, plus research on competitors sales data, Asics is gradually extended their Chinese territory. Zwilling same will apply to a range of marketing practices Lynx shop. Last year, Zwilling Xiaoming signed as a brand spokesperson, and invited its hard information in this double 11. To enhance the tone of the brand, Zwilling shop through several revision, in the kitchen category prominent characteristic fashion, the overall style become more younger, to grab more customers.汪嘉怡 also told reporters that in the future may open up Zwilling CRM data online and offline, so as to achieve customer satisfaction for the refinement of operations. Wireless end drainage experienced three years of double 11, Wang Jiayi said of changes in their mentality: \u0026 ldquo; the first year is exciting, the second year is the passion, the third year is cool, this year it is persistent. \u0026 Rdquo; despite the international flagship brand shore facade, the electricity supplier for these traders, the double 11 is still a huge challenge. \u0026 Ldquo; Zwilling relatively large volume of goods in 2012, double 11:00, we have to fast delivery, are not allowed consumers to join the shopping cart to buy. 2013 Open shopping cart, but found logistics still very difficult, still need to split a single shipment. This year we have done enough to prepare for this, including the clean-up warehouse in advance, so that other small brands for us to give way. \u0026 Rdquo; Wang Jiayi said. International brands get together Lynx, the most direct impact is diluted flow past the Lynx took the initiative to shop shop eat drainage can make the condition or will cease to exist, which the international big names are also seeking to import external traffic. Wacoal China electricity supplier, told reporters two years ago, Wacoal almost always relying on the Lynx drainage, this year emphasized the import of marketing events and business traffic, advertising expenses reached double 11 times last year's and more sales are expected to more than triple last year. On the other side, as a professional sports brand, Asics practice is directed to invest resources, including search engines, ESPN, running, and other sites, including the Bible, and promotion expenses in this year's double 11 30 million. Another possible channel is the wireless terminal. With Asics, for example, 50% of traffic from the wireless side. Cai Sheng Hao said the store a few years ago may be more to focus on the PC side, the number of sets of pages ready for replacement, and now in the wireless side put the same resources, the introduction of the same activities, updating pages and product recommendations, and set Mobile Exclusive price. However, he feared that the discount end of the phone may disrupt brand price system, the overall conversion rate is also lower than the PC side, but yet could not find a good way to solve this problem. Last year, double 11, Lynx and Intime entered into a collaboration to explore commercial retail O2O convergence, but that such collaboration seems temporarily unable to leveraging traditional mall cheese. Cai Sheng Hao explained to reporters that the majority of shopping malls or take a unified cash register and pumped into the model, based on this, the mall will not be allowed to flow freely brand Lynx lead to the line, O2O model is still only an experiment. (Edit / world network operators Sheng Ting, This article first appeared in the 'world network operators \u0026 middot; managers' November issue, please indicate the source and author)