The Secret Of Baili'S Brand Dominating Tmall For Three Consecutive Years

This is the report card of the fashion footwear business of Shuang 100 Li International (hereinafter referred to as "Baili") in 2020.

In the top 10 of tmall women's shoes industry, Belle's brands have dominated the list for three consecutive years, with Belle firmly in the top 10, Tata, staccato, Teenmix and Basto all entered the top 10, and the five brands all rushed into the 100 million yuan Club; Jingdong women's shoes industry top 10 occupied 6 seats.

Since the digital transformation in 2017, Wang Baili, who has topped the list of women's shoes sales for 20 consecutive years, has embarked on the road of rapid growth of online and offline integration. In the double 11 of 2018, the online sales of Baili fashion shoes and clothing business increased by 63% and 18% year-on-year; in the double 11 of 2019, the online sales increased by 43% and the offline sales increased by 26%, winning the first place in the collective scale and single brand list of tmall fashion footwear industry in 2018 and 2019. After the epidemic, Baili still handed over the report card of "double-digit growth year-on-year, industry first".

Affected by the epidemic situation at the beginning of the year, the whole industry faced difficulties. Due to the suspension of offline stores, Bailey's Omni channel performance income in February once dropped by 70%. However, after rapid adjustment, Baili achieved positive results in all channels in May, with year-on-year growth in scale and profit, and double-digit growth in scale and profit in August. It is worth mentioning that in the post epidemic period, the online sales of Baili fashion shoes and clothing business increased by 45% and 10.5% respectively. In the past 923 Belle International Group gathering day, online sales of fashion footwear business increased by 74% year-on-year, and offline sales increased by 21.6%.

The rapid adjustment and adverse growth under the epidemic situation have become the key to the outbreak of Baili's double 11th National Congress this year.

Just as Shengfang, executive director of Belle International and President of footwear division and new business division, said: "we can achieve sustainable development by leaping out of the original comfort zone, facing uncertainty bravely, constantly innovating and challenging higher goals, and constantly forging ahead and growing in this process."

1、 Live broadcast upgrade, accelerating resonance online and offline

Hu Bing, vice president of Belle International and general manager of belle, still clearly remembers the scene when he walked into the live room on the 11th of the Double Ninth Festival in 2019. At that time, few presidents walked into the studio. Hu Bing frankly said that "the first live broadcast was a little stiff at that time". This year's double 11, he once again entered the brand's live broadcasting room. From the whole store's free single privilege, Wanyuan cash red envelope, to taking Koi to send 12 pairs of beautiful shoes in the whole year, Hu Bing's tone was relaxed and his movements were skillful. It can be seen that he has been a frequent guest in the live broadcasting room: "just chatting with a group of friends.". Thanks to the continuous feedback to fans and the president, the live room of the official flagship store of tmall Belle has seen more than 7 million people during the double 11.

As early as 2016, Belle has begun to test water live broadcasting; in 2018, live broadcasting has become a strategic business, not only the president with goods live broadcast, but also Bailey has built its own live broadcasting team to carry goods normally; in 2020, Belle has built a whole layer of live broadcasting base in the headquarters, which can accommodate more than a dozen brands to broadcast at the same time.

Based on big data insight, through consumer operation such as user profile analysis of live broadcast crowd, and anchor operation in live broadcast cultivation, as well as directional configuration of product structure, expansion of marketing methods, brand self broadcast deeply cultivates fine operation. In the 618 period of 2020, Baili's brand store live room will have a total of 9.6 million views, with 416 sessions. Among the top 20 self broadcast programs of Taobao clothing merchants, Belle ranks first, Teenmix, Tata and staccato are all on the list.

This year, the official flagship store of tmall Belle has a live sales volume of more than 100 million yuan, and won the first place in the self broadcast of double 11 fashion shoes and boots industry for three consecutive years. Tata, staccato, Teenmix and Basto have become ten million level live broadcasting rooms, and Baili group has 5 seats in the top 7 of the industry.

In addition to the self broadcast of the brand, Shuang 100 Li group also joined hands with the head anchor this year, with an accumulated sales volume of more than 160 million, and the sales volume of two single products reached a record high of 20 million. At the same time, on the innovation live track, the category layout was increased, and men's shoes, bags and children's shoes entered the board, forming a strong breakthrough. Bags increased by 133% year-on-year during the double 11.

What further improves the imagination of live broadcasting is the huge flow of savings from Baili's deep ploughing industry in the past 30 years. At present, Baili's fashion shoes and clothing business has an offline direct retail network covering more than 300 cities and nearly 10000 stores in China, with about 3 million people entering stores every day.

Based on the huge and consumer facing stores, Belle has built a full scene and omni channel flow center through small programs, public accounts, communities, live broadcast and other digital tools, upgrading and optimizing the contact points of consumers of various brands, creating a shopping experience of "what you think is what you see, what you see is what you get", and finally realize the online and offline accelerated resonance.

2、 From "order supplement" to product innovation and category iteration

The final test of live broadcast upgrade is the ability of the supply chain. Bailey has a secret of "order replacement", that is, the first order, replenishment and iteration account for 40%, 30% and 30% respectively. Each new product is put into the market with 40% of the first order. According to the response of the market and customers, through 30% replenishment and 30% iterative development, the inventory risk can be alleviated and the customer demand can be satisfied.

Relying on the relatively accurate prediction and dynamic adjustment, matching lean production and flexible manufacturing, Bailey's supply chain has been compressed to 20 days for shipment. The sensitivity of the supply chain has withstood the test under the epidemic situation, and has become a key factor for Belle's growth against the trend. However, when the huge order volume of double 11 is coming, Belle can still adjust the goods quickly through flexible manufacturing and lean production.

In 2018, Belle predicted the popular trend of Martin boots, and completed the iterative development of 20 models in 5 days, which increased the original sales proportion of Martin boots from 1% to 25%, and finally sold 230000 pairs. Therefore, Martin boots became the most popular products in the industry.

According to statistics, in 2019, Belle has created more than 500 online blockbusters with sales of more than 1 million, of which 9 are super popular with sales of over 10 million and 22 of which are over 5 million.

The support of the supply chain and the power of product innovation are behind the continuous creation of hot money. Under the power of big data, Bailey has been upgrading from product iteration to category iteration, from catching the trend to leading the trend.

In 2018, Belle began to lay out the categories of dada shoes; in 1999 of 2019, the new nickname little tiger tooth of dada shoes sold well in tmall in the current season of 100000 pairs; in 618 of 2020, whale shoes broke the Convention, integrating comfort, technology and fashion, and quickly became a popular model in the whole network, selling 50000 + pairs in the current season, becoming the No.1 fashion shoes and boots category of tmall; In 2020, the series of functional products will continue to break out, creating a joint brand of "xiaohuya" anniversary edition and "king of navigation X" whale shoes IP.

It is worth mentioning the category of boots. After the popular Martin boots were created on the double 11 in 2018, the double 100 li in 2019 expanded the richness of the Martin boots series and took the lead in developing the Knights' boots category; in 2020, the double 11 focused on creating chimney boots and Knights' boots, and worked together to create the king's super single. Belle × * * Li Yuchun customized the knight boots gift box with the same style, and sold more than 27000 pairs.

In terms of product design, Belle has always been committed to exporting innovative design concepts, and won international design awards such as New York Design Awards and if red dot award. As Shengfang said, "design has become an important topic for the upgrading and sustainable development of Chinese shoe and clothing enterprises and fashion industry."

Since 2009, Bailey international innovation commonweal fund launched China (Shenzhen) international shoe bag design competition. After 12 years, it has become one of the highest standard public welfare design competitions in China's shoe bag industry. During the double 11, the first exhibition of China art shoes and shoes exhibition was held in Shenzhen. The gold and silver award works which were deposited in the design competition for 12 years were publicly displayed, attracting many young people to punch in.

3、 Meticulous operation of 330 million people

According to the data, as of September 2020, Baili's tmall channel crowd assets have exceeded 170 million, and the number of new customers from March to September increased by 50% year-on-year, and the repurchase rate of old customers continued to increase. Only in tmall's flagship store, Belle has 9.5 million fans, Tata has 6.5 million fans, Teenmix has 6.4 million fans, and staccato has more than 4 million fans

Through big data to achieve accurate positioning of consumers, based on the insight of crowd portraits, Bailey continues to explore the refined operation of the crowd and carry out diversified marketing mode. During the "double 11" period in 2020, the assets of Baili's tmall shoes industry will reach a new high, breaking through 330 million, and the membership growth will exceed 1.45 million.

This year's double 11 belle is a big hit. In the first time of its launch, Li Yuchun, the spokesperson, demonstrated the charm of "cool, elegant and follow me" of Knight boots. Meanwhile, Belle also invited fashion wear bloggers to teach consumers the matching skills of A-bomb Knight boots. This series of actions made Belle Knight boots quickly appear on social platforms such as Weibo, xiaohongshu and Shuo Yin.

At the same time of fine operation of online crowd assets, Baili offline is also quietly changing. Digital empowerment is used to continuously improve the operation ability of shop assistants. Specific measures include providing tool kits such as goods management for shop assistants, optimizing goods arrangement through big data insight, etc.

Through the decentralized mode, Belle distributes data assets to stores. The employees use the self-developed digital tool "bailing" to not only save the time of manually handling trivial work, but also spend more time serving consumers. They can also view the historical consumption data of customers in the store, increase the dimension of customer data, view and correct their sales performance According to the feedback, optimize the sales behavior and provide consumers with more accurate and intimate products and services.

At the same time, the shop assistant reestablishes the relationship with consumers through various digital tools such as nails and wechat, and becomes the 24-hour fashion consultant for customers, making the service more warm.

4、 epilogue

Baili's digital transformation, which started three years ago, is not a simple e-commerce business transformation, nor a simple digitization of the original process and operation mode. It is centered on consumers and driven by big data to reshape scenes, upgrade products and cultivate people. Through the "three links" of goods, members and services, Baili reconstructs the "people's and goods yard" to achieve online and offline growth.

The double 11 "three consecutive titles" is not only an annotation of the transformation effect of Baili, but also a strong proof of the team's "ability to fight, dare to fight and invincible". As Shengfang said: "everyone is their own champion, every team is our champion."

Today, although the double 11 has come to an end, Bailey's innovation around consumers is still continuing.