The first round of pre-sale is advanced to October 21
“Double 11” this year comes early, high production and sales cycle efficiency
At the moment, major e-commerce platforms “Double 11” promotions are in full swing. Different from previous years, this year’s “Double 11” came earlier. The first round of pre-sales was launched on October 21, and consumers entered the “buy, buy, buy” state in advance. How effective is the new pre-sale model? What impact has it brought to all parties in production, marketing, and consumers?
Purchasing by sales, production by sales, production and sales parties can adjust in time and ensure supply; stocking in advance shortens the distance and time of express delivery, and the consumer experience is better…Recently, our reporter visited many places to experience , Saw more new highlights in this year’s “Double 11”.
Pre-judgment is more accurate and inventory pressure is small
For the first time, the “Double 11” pre-sale, the duck egg brand Yiliuxiang has gained a lot. Since the gong went on sale on October 21, more than 600,000 duck eggs have been sold in 10 days, with sales exceeding 900,000 yuan, which is basically the same as last year’s “Double 11”.
The pre-sale exceeded expectations. He Haolei, e-commerce sales manager of Jiangxi Jiujiang Ruichang Yiliuxiang Agricultural Products Co., Ltd. joked: “This year’s first “Double 11″ order came earlier than ever.” Yiliuxiang focuses on duck egg processing. , Is well-known in the local area, but the sales channel has long been mainly offline. It was not until 2018 that the e-commerce department was established.
How to make Yiliuxiang fragrance on the Internet? He Haolei didn’t want to recruit less. Last year he tried the “Double 11” e-commerce activities, but the results were not satisfactory. The company’s e-commerce department stocks in advance based on offline sales. One salted duck egg has the largest inventory, with a full stock of 400,000 pieces. However, offline sales may not be popular online, even if the discount rate has been increased repeatedly, this salted duck egg is still unsalable 180,000 pieces. On the contrary, a tepid Songhuadan in a physical store sold out in a few hours online.
“On the one hand, the sold-out products are out of stock, and on the other hand, the prepared products cannot be sold.” He Haolei scratched his head anxiously in front of the computer. The backlog of goods will affect the turnover of funds. Moreover, duck eggs are fresh products with a short shelf life. According to the management requirements of the e-commerce platform, they will be removed from the shelf after the shelf life is half of the shelf life. Not only the storage costs will be wiped out, but also additional transportation costs will be incurred. , If the goods are rotten to the hands, the loss can be great. In the end, all the unsalable duck eggs were shipped back and sold to offline supermarket chains at a discount, which barely returned the funds.
The old brand encountered new problems, which attracted the attention of the service department of an e-commerce platform enterprise. On the eve of this year’s “Double 11”, the department took the initiative to visit the door, suggesting that Yilixiang participate in the pre-sale in advance in order to accurately determine the subsequent market sales. He Haolei didn’t have much hope at first, and unexpectedly, sales were unexpectedly good. “The goods are still being prepared, so I received a deposit of 150,000 yuan first, and the capital chain is a lot more generous.” He Haolei felt the most practical is the distribution of goods. The e-commerce sales team was able to adjust the quantity of goods in time according to the pre-sale situation. Based on sales and procurement, inventory pressure is reduced, which greatly reduces operating costs.
On the one hand, the pre-sale model disperses the order time and reduces the peak pressure that enterprises may face. On the other hand, it lengthens the event marketing time. “Adjust the distribution according to the pre-sale situation at any time, this year I feel more calm.” He Haolei sighed.
Online sales boom and production capacity can keep up
How long will it take to transform a children’s clothing design into a physical product? 3 hours.
At 8 o’clock in the evening on October 31, in Zhili Town, Wuxing District, Huzhou City, Zhejiang Province, the production base of Zhili Baseball Clothing Co., Ltd. was brightly lit, and it felt like one word-busy.
On the six-to-seven-meter operating table, the fabric was just flattened, and the workers took out the tape measure, quickly measured and registered, and then “sent” it into the “mouth” of the textile machine. On the other side, more than 30 garment-cutting machines are running fast, and the workers are skillfully “fiddling” with the cloth on their hands. Outside the factory, the express parcels with finished clothes were piled high. The courier brother drove the cart directly and shipped it quickly…
Throughout the factory, the machines hummed low and there was no sound. Enterprise production manager Huang Xingqian also lowered his voice and introduced: “The company’s products are selling very hot online, and we have to get up quickly.”
Zhili Baseball Clothing Co., Ltd. is located in Zhili Town, where there are more than 14,000 children’s clothing companies. Because it doesn’t worry about the supply of goods, the company mainly engaged in direct online sales in the early stage and did not establish a self-operated factory. In recent years, the company’s baseball apparel sales have achieved remarkable results, with a total of 4 million orders issued throughout the year and annual sales of 400 million yuan.
Although the goods are selling well, companies still have troubles. General Manager Chen Jing introduced that in the “Double 11” in recent years, some products have always experienced a blowout, but offline production cannot keep up. Recently, this problem has become more obvious. With the emergence of new sales models such as “Internet celebrity” sales and live broadcasts, the sales volume of baseball apparel has further increased, and the matching of sales and production capacity has become more unbalanced.
The influx of orders stimulated the determination of enterprises to increase production capacity and improve the industrial chain. Beginning this year, baseball apparel “entered” the manufacturing industry, setting up a self-operated factory at the back end, and decided to master the production rhythm independently. Not long ago, the company’s sales department monitored that orders for a child’s clothing increased sharply in a short period of time. The sales department immediately transferred the information to the production base, and the production base rushed to produce the style of clothing. From the source of fabric weaving and dyeing, design and patterning, to production, quality inspection, to packaging and distribution, the product batch supply time is accurate to 12 hours. After 24 hours, the new batch of goods has been added to the warehouse logistics center.
“This year, the e-commerce platform has launched two pre-sale periods. We adjust production according to the customer’s deposit payment. It is expected that the overall sales of the company will be more than last year.” Chen Jing said that the company’s good online sales performance has not only promoted offline The increase in production capacity has also helped to optimize and upgrade the traditional industrial chain.
Pre-sale speed reaches home faster
“It’s really fast. The courier knocked on the door as soon as the final payment was paid!” At 0:40 on November 1, Ms. Xu, who lives in Chengdu, Sichuan, received her pre-sale on the “Double 11” shopping festival. The first item purchased. And this was only 10 minutes after she paid the balance. Like Ms. Wang, many consumers received their first parcels early in the morning.
Why can it be so fast? It turns out that these fast delivery express delivery are all delivered from express sites and communities around consumers.
The hour hand was set back to 10 pm on October 31. While consumers were waiting to pay the balance, the lights were brightly lit in the No. 2 warehouse of Chengdu Standard in the southwest of a logistics company. Commodities are sorted. The person in charge of the Sichuan area of the company told reporters that with the arrival of the first wave of payment peaks, more than 100,000 red-labeled “pre-sale speed up” goods in the warehouse are ready to be shipped.
According to reports, “pre-sale speed delivery” is an innovative service launched by the company in this year’s “Double 11”. Pre-sale products are prepared in advance and delivered to express sites and even residential communities near consumers, greatly reducing the cost of express delivery. distance. During the shopping festival this year, consumers in 338 cities across the country can enjoy this service.
According to the estimation of the intelligent algorithm, during the “Double 11” period this year, the number of air waybills in the standard warehouse No. 2 in Chengdu, Southwest China will reach 2.8 million. The person in charge analyzed that for merchants, because pre-sale of goods requires consumers to pay in advance, merchants can arrange production more accurately, and the stock-out rate and inventory costs will naturally come down. The goods are sent from the warehouse to the express delivery site and the community in advance, helping the merchants reduce the cost of the main warehouse. In addition, consumers confirm receipt of goods in advance, and merchants can receive the payment earlier, which can be used for reproduction.
For consumers, pre-sales enable goods to be shipped in advance, short-chain distribution, and delivered to their own hands faster, enhancing their consumer experience. According to reports, during the “Double 11” period, 80%-90% of the pre-sold sinking goods can be delivered on the same day or the next day after consumers pay the balance.
“Because pre-sales require a deposit, merchants can stock up in advance, hoping to extend this program to more e-commerce scenarios.” The person in charge said. With this expectation, the company is currently laying out a new direction-through digital technology, accurate prediction of the purchase needs of users around each distribution point at important nodes, and placing the goods that may be sold to the distribution station in advance. (Reporter Dai Linfeng Fang Min Song Haoxin)