Pacific Bird Actively Explore Online New Retail Live Mode To Help "Double Eleven"

This year's "double eleven" shopping Carnival has come to a close, and clothing is still one of the main characters of this carnival campaign. As the fashion industry leader, as of 11, 24 o'clock, Taiping bird Tmall platform to achieve full retail sales of 917 million yuan, of which Taiping bird men's daily sales amounted to 308 million yuan, ranking third in men's clothing category Tmall clothing list, Taiping bird clothing and Lok Ting were separated by 278 million yuan and 218 million yuan performance respectively, Tmall clothing category of women's clothing category sixth and seventh, children's wear MiniPeace single day sales of 80 million 300 thousand yuan, ranking children's wear category eighth.
In this regard, the company official said: "behind the figures is the return of the Taiping bird to the retail center, practicing the best answer of" focus on fashion, data driven, whole network retail ". The Taiping bird team will prepare double 11 as a part of daily work, focus and understand the logic behind the figures with a more professional attitude, and interact with fans over 30 million lines.
According to statistics from Ali mother, a total of 299 brands have joined the "billion club" this year.
Taiping bird carries its Taiping bird dress, Taiping bird menswear and Lok Ting's three brands. It sells itself to the "billion club club" upper circle with the sales of 200 million yuan of single brand sales. It is also the fashion dress brand of the clothing group brand whose only 3 major brands break 200 million yuan.
It is reported that Taiping bird participated in Tmall's double eleven for the first time in 2009, and achieved 520 thousand yuan sales. In 2018, it was double eleven, and the wholesale retail sales of Taiping bird clothing amounted to 818 million yuan. Among them, Pacific bird's men's daily sales are in men's clothing category TOP3, Lok ting and Taiping bird dress women's clothing category TOP7 and TOP8.
This year is Taiping bird electricity supplier 11th anniversary, also is the company eleventh years campaign eleven. In the past eleven years, the company has been the wave maker of this era and the forerunner of the fashion trend. The company is also accelerating its transformation and empowerment.
The company's e-commerce division expanded its network sales channels by setting up the Pacific bird shopping website and entering the mainstream open platform such as Tmall mall, vip.com, Jingdong mall, etc. The electricity supplier continues to raise the proportion of new products in the special store, and uses the channel to respond quickly to the market to find the exploding fund and the business under the energy line. At the same time, the company vigorously develops new electricity suppliers, and the whole network touches the consumers and innovating the growth point of performance.
Statistics show that in 2018, the annual GMV of the company's e-commerce platform reached 3 billion 600 million yuan, and the retail sales grew by 10% over the same period last year. In the first half of 2019, the retail sales volume of the company's e-commerce platform exceeded 1 billion yuan, an increase of 3.3% over the same period last year. In the first three quarters of 2019, the online revenue reached 1 billion 286 million yuan. Year-on-year growth of 14.28%, the third quarter year-on-year growth of more than 30% in the single quarter. "This is also the effective achievement of Taiping bird in developing electric business," the responsible person said.
At the same time, China and Thailand Securities researcher Jiang Qi analysis believes that the first quarter of 2019, Taiping bird's electricity business revenue increased by 14.28%, the growth rate was warmer, the proportion of income reached 26%, the electricity supplier to pick up the three speed.
With the digital process of China's consumer market, retail is no longer a simple OnlinetoOffline (online use of the Internet linkage line), but Online+Offline (two-way promotion and cross-border integration online). "The new retail mode of Taiping bird line explores the whole retail business from" O2O "to" O+O ", which is both a chance and challenge for Taiping bird. The company official told reporters that "Taiping bird, which has developed from the traditional retail industry, has a solid offline channel and consumer base."
In the Internet era, the traditional entity formats and the electricity providers are deeply integrated. The aurora data show that as of June 12, 2019, Taobao Mobile's penetration rate reached 57.2%, and its penetration rate for young people aged 25 and below reached 70%.
Against this background, Taiping bird is also actively looking for a "red hot" way of dialogue with young generation. "Double Taobao live broadcast" and "live broadcast with goods" are the most interesting new topics at present, helping the double 11 in the new consumption era.
Statistics show that Tmall's "double 11" opening is only 8 hours and 55 minutes, and Taobao's live guided transaction has broken tens of billions of yuan. On the first day of double 11 pre-sale in 2019, a total of 17 thousand brands were launched live.
As a matter of fact, as early as 2016, Lok ting and women's clothing under Taiping bird's banner were the first to conduct direct seeding of water. Today, Taiping bird live has grown into the whole brand matrix live broadcast operation. In October 25th, the "double" of X of Taiping bird was limited to live in the live room of Li Jiaqi, attracting 1 million fans to watch online.
Since the double eleven pre-sale, the whole brand has been broadcasting live for 21 consecutive days. Double eleven on the night of 21 o'clock, the Pacific bird official flagship store invited Qi Wei to carry out PEACEBIRDWOMENx Donald Duck x Qi Wei's three party joint series of Taobao live broadcast, 1 hours of live broadcast the highest harvest 310 thousand fans watching, online number exceeds 5 times at the same time, while PEACEBIRDWOMEN00 Qi series suit suit live discontinuous code sold out.