Tmall Officially Launched Tmall'S "Sea Going" Domestic Business, "One Shop Selling The World".

From left to right, they are: Zhou Lichen, President of Hai Lan group, Zhou Jianping, chairman of Hai Lan group, Alibaba CEO Zhang Yong, President of Tmall apparel group.

Bosideng is located in the headquarters building of Jiangsu.

During the 618 year of this year,

Officially launched the "Tmall to sea", enabling domestic businesses to "sell a store all over the world".

According to the world clothing shoes and hats net, Jiangsu Zhi Zhi will be installed on Ali's ET "industrial brain", the retail IT system is fully interconnected, and the data can finally be "opened".

After full cooperation with Tmall, Jiangsu is well known.

Enterprises not only rely on it to solve the integration of online, offline, and inventory problems, but now it is also necessary to use Tmall to "go out to sea". Bosideng and Hai Lan's homes have been leveraging Tmall's overseas line by Tmall.

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Let data speak

Tmall makes Boston new retail no longer plagued by inventory.

Bosideng, the largest brand down garment manufacturer in China, has a deep origin from Tmall.

A few days ago, the reporter came to Bosideng headquarters in Changshu, Jiangsu. Since 2009, it has been trying to sell online on Ali platform. Now it is the ninth year.

From 30 million in the first year to 8.5 billion in last year, the online sales of Bosideng brand division has increased by almost 50% in recent years, and Zhao Liming, deputy director of the direct project Department of Bosideng, told reporters about the breakthrough of online sales.

He said, "from the earliest we have only seven or eight people, and now more than 200 people are fully cooperating with e-commerce sales. It is estimated that there will be a bigger increase in electricity sales in Boston this year."

Just selling online is not the whole thing for Ali and Bosideng.

For garment enterprises, inventory problem is a big problem.

This year, the market prefers thinner clothes or thicker clothes, and the more than 3000 stores accurately know which stores can sell the best products, how much quantity they need to produce, when to produce and when to put what kind of goods into the stores that sell fit, which is a problem for many garment manufacturers.

In early 2016, Bosideng made use of the cooperation with ALI cloud to build a new "retail cloud platform" with the Internet enterprise structure. Now, the inventory and sales data of more than 3000 stores in Bosideng have become "speaking".

The inventory data of warehouses and stores in Bosideng, as well as the online inventory data cut off and offline, are all "fully intelligent and interconnected", and are fully integrated into one by restructuring and opening up.

Now, apart from its own Tmall store, Tmall has 20-30 Bosideng authorized distributors, and Bosideng, with Tmall's data openings, gives different online distributors different features: some are pushing new models, others are mainly selling light down ones, and some are mainly male.

Famous brands in China

Overseas sales

Also "acclimatized"

Domestic online sales have long been a climate, but for Chinese clothing enterprises, many overseas sales have become "bottlenecks".

Many enterprises have suffered from "acclimatized".

Bosideng's foreign trade business was done earlier. When registered trademark in 1992, Bosideng registered trademark registration in 68 countries and regions in the world.

In the late 1990s, they set up their own foreign trade company.

Foreign trade goes smoothly, but for clothing companies, they want to sell their products directly to customers at their C end and establish their own brand image.

In fact, Bosideng has carried out a series of internationalization attempts in recent years, but it has not been ideal with the promotion of the entity store mode.

Now, by following the "Tmall sea" landing overseas market, Bosideng sees a new possibility of internationalization.

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Now go straight to sea through Tmall.

Who says that down coats can only be sold for one season?

In September 2016, "Tmall went to sea" hatched inside Tmall, providing a package of solutions for domestic high quality businesses and commodities, such as trading, logistics, payment, plation and so on, helping them expand to the global market at low cost and low threshold.

Bosideng immediately became one of the companies willing to make the first attempt.

Zhao Xuejun, general manager of Bosideng, thinks that Australia is located in the southern hemisphere. It is the opposite season to China. It can sell half a year in half a year and sell Australia in half a year. Eventually, it will sell the down garments all the year round. Undoubtedly, Tmall will become the best channel for Bosideng to expand overseas.

Zhao Liming said that Tmall went to sea to solve the pain problem.

Opening overseas branches and expanding investment in offline channels is very large, and when Tmall goes to sea to enter the Australian market, it can easily radiate to millions of Chinese groups.

On the other hand, cooperation with Tmall, with big data and analysis, will make these garment enterprises take a lot of detours, and no longer blindly trial and error.

For example, Bosideng was sold on Ali's fast selling platform before its cooperation with Tmall.

Zhao Liming said, "for example, we sell the down jacket to Russia, and what kind of version of the local people like, what kind of color, the amount of filling, the amount of cashmere and how much price can be measured."

"Now we will take some of our Tmall styles up for testing. Through a period of data accumulation, we find that which styles of our shop are relatively clicked, and find the platform crowd through sales data, collection data, architecture data, and background data analysis."

In this way, locals like the style of goods in the shop, what price segment products and how to match the local inventory are no longer blind.

What surprises Bosideng is that most Chinese ethnic groups in Australia are Chinese immigrants. They used to buy and buy through Tmall and Taobao.

Today, the growth rate is very obvious in the two months after Tmall's voyage to Australia. Bosideng's market growth is about 70% per month.

Drive new retail through Tmall:

The purchase data of Hai Lan's home line can also be stored in the data bank.

The comprehensive strategic cooperation between the national clothing brand and Tmall not only includes Bosideng, but also known as the "Hai Men Lan", another well-known brand in Jiangsu, with the name of "National Men's clothing".

For clothing retailing brands, there is not a few of them that can operate at the same time, at the same time, at the same price and under the online and offline businesses.

They even used three years to complete the coding of their ID cards on each piece of clothing.

And the secret is through RFID Technology: with Tmall cooperation, the online and offline data integration and access, Zhou Lichen, President of Hai Lan group, has now basically achieved online ordering, offline delivery, realized the store online and offline can be achieved through the RFID chip data sharing and interoperability.

Although online customer sales data are very clear, preferences are also easy to grasp, but how to maintain the offline members and customers, and how to "precipitate" the data of offline customers is also a difficult point.

Since the beginning of this month, the new retail cooperation between Tmall and Hai Lan's home has opened up a new height: the four thousand or five thousand stores of Hai Lan's home will cooperate with Tmall in all offline pactions and digitalization of members so that offline pactions can be like online, and can be purchased, purchased and purchased from customers' whole life cycle for customers' "touchable, identifiable and operational".

When online and offline data are "stored" into a large database, enterprises can combine the big data on the Internet to portray users. Some people may have less contact with Hai Lan's home, but there are more contacts on the line, so they can be touched by different customers and different touches, such as Tmall APP or Youku. This is a new way of retailing.

Consumers can also buy clothes differently.

Virtual try on, smart customer service

Besides, for consumers, with new retail scenarios, buying clothes will have different experiences: virtual fitting, shopping bags and smart customer service.

In the near future, maybe you enter the store of Hai Lan's home, you will find that no one is retail. The personalized smart window allows you to get exclusive information you want. The most intimate customer service that you know about your style is in fact the AI based on big data. The mobile phone opens Tmall, and you can try it on the fingertips.

In the first half of 2017, Hai Lan's family ranked second in Tmall menswear.

Nearly 1000 stores have opened up all channels of Tmall, and the total channel turnover has accounted for more than 10%. With the large-scale promotion of strategic cooperation, the total channel landing and proportion will further increase.

No wonder Zhou Lichen, President of Hai Lan's home, said that Hai Lan's home is the "aircraft carrier" of the traditional men's brand in China, and Tmall is the "spaceship" that drives the new retail business.

The national clothing brand, represented by Bosideng and Hai Lan's home, and Tmall's comprehensive strategic cooperation will take the lead in upgrading the domestic products and traditional brands through the integration of online and offline. It will also follow the Tmall globalization strategy, develop the Southeast Asia and more overseas markets through Tmall's opening to the sea, and provide a reference model for the new retail large-scale innovation.

In July this year, China's retail industry development report (2016/2017) released by the Ministry of Commerce, Tmall new retail as a typical representative of online and offline integration, was written into the government report.

The report asserts that retail industry will become mainstream in many formats, and social retail has entered the golden age.

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