"Brand Sale" is a brand-new slogan launched by Vipshop after its return to the sale strategy. Vipshop wants to tell consumers and suppliers in a simple and clear way that it is still a "platform focused on sales".
In the one-year promotion node, 4 19 is not the highlight of vipshop. This promotion day, which was born on 20 13, was upgraded from an ordinary promotion node to a "brand sale festival" this year. Behind the festival, Vipshop wants to tell consumers more clearly who Vipshop is and what Vipshop has.
Guangzhou has just entered the rainy season in April and the weather is changeable. At the headquarters of Vipshop, the whole company is in full swing to prepare for the upcoming 4 19 brand sale festival. Although the operation of the flag has been very skilled, it is obvious that this year's 4 19 is busier than in previous years.
From the day of sale to the day of sale, besides more fashionable and hotter goods, there must be more advantageous prices to attract people.
In the words of Huang Hongying, vice president of Vipshop, "Doing brand sale festival is a kind of determination of Vipshop to do brand sale, and also a kind of sincerity to consumers. We want to tell consumers that Vipshop will make a real sale. "
From commodity selection to price strategy, this year's 4 19 sale festival can be said to be in line with the new positioning of "brand sale".
"Brand" and "special sale" are two key words in the strategic transformation of Vipshop. Projected to 4 19 this year, the specific strategy is to increase the proportion of international big brands and join some new product launches; While adding more special contributions, give enough price space.
"This 4 19 brand sale, what Vipshop can do for consumers is: 30% discount for big brands, real benefits, no routines." Tell Huang Hongying Titanium Media.
Official website Vipshop will announce "4 19 Brand Sale Festival".
Today's Vipshop is no longer a platform that only sells goods at the end of the year, but covers the whole life cycle of goods, that is, selling both inventory goods and new and exotic goods. Around these two products, Vipshop will also have different strategies in 4 19.
At the same time, the sale festival also means an influx of traffic in a short period of time. In terms of second-hand goods, brands also hope to use such a node to clear out-of-season goods faster, which means that the platform can get more goods and get more goods with price advantages.
For some products that have no clear life cycle and the price is unlikely to fluctuate too much, Vipshop will adopt another strategy. As a standard beauty product, Vipshop will attract consumers with new products, special prices and large-capacity stocking.
Liking to hoard goods during the promotion period is a major feature of consumers in recent years. The person in charge of the relevant department of Vipshop told Titanium Media that in order to meet this demand, 4 19 will increase the stocking of some large-capacity or multi-package goods this year, so that consumers can get benefits in unit capacity, and at the same time, the joint brand will launch some special combination suits. For example, SK-II's popular 690 yuan Experience Clothing is often sold out of stock on the Vipshop platform, and will be fully stocked on April19.
In addition, like every big promotion, the platform will launch some new products on 4 19, which will give consumers more freshness besides hoarding goods.
Regardless of the profit-making or the special contribution ratio of new products, the brand has given great support to Vipshop this time with 4 19. In the year of resale, the communication between Vipshop and the brand has become smoother. The reason behind this is that the value of the platform to the brand has become clear again.
Prior to this, Vipshop once moved towards a platform-based e-commerce model, and its slogan changed from "one website for sale" in the early years to "global selection, genuine sale".
In 2008, Vipshop was born, and a financial crisis swept the world. In the economic downturn, a large number of brands are facing enormous inventory pressure. Vipshop will seize this opportunity and immediately start the business of online outlets. By making a "website dedicated to sales", it is difficult to find another way and take the road of differentiation in the giant e-commerce market.
20 13, 20 14, the market competition environment is intensified, and various types of e-commerce are becoming stronger and stronger, which makes the categories of Vipshop in Zhang Zhilu expand continuously, from clothing to beauty cosmetics, maternal and child, 3C, home and other fields. In the mode, I also tried to go to the platform-based e-commerce, which made the positioning of Vipshop a bit out of focus.
"You do the platform, the pursuit is big and complete, and the whole life chain of the whole commodity must be there. This will encounter bottlenecks, because there is a bigger platform ahead. For consumers, you are not a clear and necessary platform; For suppliers, when your needs are exactly the same as those of other platforms, the original supplier's ability to solve problems is not so prominent. " Insiders of Vipshop will describe the problems encountered before.
The ability to control goods is the biggest advantage that Vipshop has always distinguished from other platforms, and it is also the reason why Vipshop can make the cumbersome clothing sales business in the supply chain to its present scale. Aware of this, Vipshop will begin to re-focus on the buyer system and the ability to control goods. Last July, Vipshop decided to do what it was good at: 3354 sale.
In this return, Vipshop will be more clear about the brand value, from once no different from other e-commerce channels to differentiated solutions to help suppliers clear inventory and cash out, and help them sell new products to earn gross profit.
On the consumer side, Vipshop will rely on the buyer system and focus on "good goods" under "good brands, good styles and good prices".
Vipshop, which has the largest buyer team of domestic e-commerce, has always relied on the buyer system to select good goods from well-known big brands and high-quality niche brands at home and abroad. After the establishment of "brand sales" strategy, "good brand" has been placed in an increasingly important position. In the past year, all categories of Vipshop have been upgrading their brands, while enhancing international brands and weakening long-tail brands.
Take 4 19 this year as an example. The biggest difference between product categories and last year is that the proportion of international brands will be higher. For example, three French luxury clothing brands, sandro, maje and Claudia Pierlot, will participate in the 4 19 promotion for the first time.
Focusing on good goods, Vipshop will meet consumers' demand for cost performance by selling out-of-season and special products; On the other hand, some new products and best-selling models have been introduced to give consumers more choices of goods.
In terms of price, Vipshop's self-operated model removes the middleman link and shortens the supply chain without
The increase in procurement scale has reduced procurement costs and given consumers lower prices.
This series of operations has brought certain benefits to the growth of active users of Vipshop and the in-depth operation of its stock. Vipshop's latest Q4 financial report for 20 18 shows that in this quarter, users lost from the platform were effectively recalled, with a year-on-year increase of 13% to 32.4 million. In 20 18, the number of super VIP members in Q4 was 3.2 million, an increase of 38% compared with Q3.
However, the sale model based on the tail goods has been met with many questions. Some voices believe that as big data makes production more accurate, the number of tail goods will become less and less, which will become the biggest obstacle to the Vipshop model.
But in fact, at the moment, the answer may be just the opposite.
Clothing is the most prominent kind of inventory problem, and many sizes are the main reason for inventory, so as long as you bring sizes, you will definitely have inventory. At the same time, in addition to cleaning up inventory, brands also have the need to improve turnover.
"For example, the brand turnover is now 30 days, but if he wants his capital and his inventory to flow faster, he needs to shorten it to 20 days or even 15 days. Then how can I sell the goods for 30 days in 15 days? This is actually the need to speed up inventory turnover. " Vipshop related people explained this.
Therefore, in terms of commodity management, Vipshop will mainly help suppliers to do two things: the first thing is to sell the remaining inventory of the brand, that is, the inventory goods generated by the size; The second thing is to help brands speed up their turnover and improve their gross profit or capital utilization.
In recent years, the decline and transformation of traditional brands have been heard most frequently in the field of consumption, and as long as they are in decline and transformation, it means that brands have a large number of goods in stock. It is also mentioned in the reports of some research institutions that with the expansion of brand e-commerce channels in recent years, everyone's inventory has increased again, which may be another inventory cycle after 2008.
In this regard, the brand side also gave a consistent answer. The person in charge of ochirly e-commerce told titanium media that the inventory of the whole industry has indeed increased in recent years, which is related to the decline of offline, the peak of online traffic and the decline of consumption environment.
At the same time, he also said that even in the case of less and less inventory, brands still need to increase turnover. "From the perspective of commodities, if we find that the sales rate in the middle of the sales life cycle is low and we can't reach the target plan, we need to make strategic changes. Don't wait until later to react, then we will miss the opportunity of gold sales because the market is not waiting for people. "
Another question is: is it a long-term business to eat dividends by brand inventory?
In the eyes of insiders of Vipshop, "not only inventory, but also sales channels can actually help brands find the second growth curve." As a professional buyer, this person noticed in the process of overseas inspection that brands like LACOSTE do Ole exclusively abroad.
"The population of France is only 66 million. When he opened 200 counters, the growth curve actually peaked, so everyone needs to find another growth line. " The above professional buyers told titanium media.
Special funds are another growth curve that brands and Vipshop will find. In this year's 4 19, many brands have increased the proportion of special funds. According to the person in charge of ochirly e-commerce, the proportion of their second-hand goods in 4 19 decreased this year, while the special funds increased by 20% accordingly.
In the matter of resale, Vipshop is very clear that the resale business is very different from that of ten years ago. The biggest difference is that all China brands have grown up in the process of stumbling in this decade. They are safer to store and sell and have higher turnover efficiency.
For brands and Vipshop, the challenge they face is no longer how to clean up products that can't be sold in five or eight years, but how to find new growth points together through Ole's business model.
What Vipshop will do is to look for opportunities among brands with good potential, take helping these brands find new long-term products as a business model, and then gradually expand.
According to industry insiders, although the Ole model has been developed offline in China for many years, it is still in its infancy compared with European and American countries. In Europe and America, many Ole channels already have control over goods, which means that they can push back the supply chain of brands and produce goods for them alone. However, the value of Ole in China still stays in finishing the work for mainstream channels.
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