Hando clothing house "622 mode supply" prepares for double 11

Zhao Yingguang explained the so-called "622" model of supply, which is the supply of basic models and special models for different platforms. Taking Tmall and Jingdong as an example, currently 60% of Tmall's and JD.com's clothing are in the same style. This 60% product will adopt the same price strategy and will not participate in any activities. In addition, Handu clothing will separately develop a special contribution of 20% for Tmall and Jingdong, and all products participating in the promotion will be adjusted from the 20% special contribution.

Zhao Yingguang introduced that the current "fighting" between platforms is becoming more and more fierce, and brand owners are extremely uncomfortable in the middle. With the "622" delivery model, this pressure has been greatly eased.

“Our policy now is that as long as the sales volume of a certain platform exceeds 5%, we will develop special funds for it. Our SKU has reached three or four thousand, and we can already do it: Any platform to do the activities of the product There are no sales on other platforms," ​​said Zhao Yingguang.

It is understood that, currently, Han Tao’s overall sales, Taobao sales and other distribution platforms each account for 50%, of which Jingdong Mall's sales can already account for 15%.

Zhao Yingguang expects this year's sales of Taobao's double 11-Korean clothes to be between 50 million and 60 million. "Now the pressure on the Double Eleven is too great. The customer service, warehouses and other aspects are all tests. So we didn't want to sell too much at the beginning. If we sold more than 50 million, we could finish it within three days." Zhao Yingguang said.

Analysts at the China Apparel Brand Research Center believe that every year, Double 11 has become China's online shopping carnival. Major apparel companies have also actively seized this opportunity to launch various promotions on platforms such as Taobao and JD. However, it has been reported before. During the Twenty-seventh-day period, Tmall banned merchants from participating in similar activities on Jingdong and other e-commerce platforms. Therefore, businesses should also take a sensible approach and must not blindly “join the war.”