Bosideng Group's 2016 "Double Eleven" sales doubled

According to Bosideng, in 2016, the “Double Eleven” Bosideng Group’s online sales hit another record high. The Group’s brand-wide sales exceeded 428 million yuan, doubled last year. Bosideng brand sales reached 292 million yuan, of which Tmall Bosideng's official flagship store achieved sales of 213 million yuan, ranking third in the women's category.

At the moment when 0:00 on November 11th, hundreds of thousands of page visits placed an order to pull out the trading curve of Tmall Bosideng's official flagship store. In just 69 minutes, the flagship store has more than 100 million transactions. On the day of the Double Eleven, Bosideng arranged two times more customer service staff than usual, and each customer service received an average of more than 2,500 customers. As of 24:00 on November 11, Bosideng's official flagship store sales reached 213 million yuan. Among them, the best-selling one sold more than 42,500 singles that day.

In order to welcome the annual Double Eleven Network Carnival, Bosideng planned a full range of activities as early as September this year, and dispatched sufficient products to meet the needs of consumers. Popular goods and new online. Since the early winter, the Bossden Disney series, the “Yu Jian Mo Deng” international designer series and the popular online fashion stores have been participating in this double eleven event. One of the Disney collections was scheduled for 3,160 in the pre-sales event. Positioning the high-end international designer series, the classic fashion locomotive version is combined with the new design of today's hit color blocks, camouflage prints and other popular elements. The series is made of high-quality Polish goose down imported from Europe. Lambskin, lambskin and woolen materials create a diversified fabric texture. This year's Double Eleven event was popular among young fashion crowds. Bosideng also specially launched more than a dozen online special contributions for this season's "Double Eleven". With the popular design elements, the styles are more fashionable and bright, and the cost performance is extremely high. The sales volume on that day far exceeds the expectations of the merchants. During the "Double Eleven" period, Bosideng launched a series of promotional activities such as "single courtesy, feathering you", Tmall net red live broadcast, including deposit expansion, spike, time-sharing, full reduction, lottery and so on. In addition, Bosideng selects high-quality stores online to conduct online and offline interactions to enhance the consumer shopping experience. You can enjoy the same price as the double eleven when you purchase a specific style at a designated store.

The express delivery of the "Double Eleven" period is the most concentrated part of the "hands-on party". In order to ensure that consumers receive goods in the first time, Bosideng increased the customer service and logistics staffing in advance to enhance the shopping experience. The company added a new delivery line to increase the delivery speed by more than 50%, and the peak shipments per day exceeded 180,000. At the same time, EMS, SF, Zhongtong, Yuantong and other logistics companies also dispatched special personnel and special vehicles in accordance with the plan, fully supporting the shipment of Bosden during the “Double Eleven” period. Bosideng's 16 offline sub-sectors, as well as more than 20 stores in first- and second-tier cities across the country, also participate in the double eleven shipments. Consumers in the vicinity of the store can choose to place orders online and pick up the goods on their own. The eleventh order is issued in the shortest time.

Since Bosden officially participated in the Double Eleven event in 2010, sales have increased rapidly year by year. According to reports, this year's Bosideng Group's Bosideng, Xuezhongfei, Bingjie, Bosideng men's wear, Bo Kang home and other brands participated in the promotion activities of Taobao, Jingdong, Vipshop and other e-commerce platforms. In order to enrich the product category, the home textile products of Bosideng's flagship store also participated in the double eleven activities for the first time this year. The down bedding products such as goose down duvets and goose feather pillows were popular and achieved good sales performance.

In recent years, Bosideng has actively adapted to the new normal of economic development and the new demand for supply-side structural reform, and listed e-commerce as the core content of the Group's “4+1” development strategy, and is committed to building a comprehensive brand operation platform. The head of Bosideng e-commerce said that the development of corporate e-commerce benefits from the brand and talent advantages that Bosideng has accumulated over the years. At present, consumers' online shopping behavior is more and more rational. The simple price war is not the only strategy to attract consumers. Online sales are entering the comprehensive brand competition period of “quick response + quality experience + brand value”. “For consumers, the brand strength and the competitiveness of the product itself are the key. Bosideng adheres to the brand positioning of “fashion + quality + warmth”. For 40 years, it has been insisting on the ultimate responsibility for product quality and customer demand. Today, we are constantly surpassing the perfect performance of our industry peers."

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Editor in charge: Li Xuetian