618 this year, the days of the cat launched the "day cat out of the sea", enabling domestic business "a shop to sell the world."

Jiangsu Zhizhi will be installed on the Ali's "industrial brain", the retail IT system fully interconnected, the data can finally "opening" ... ... and lynx in full cooperation, Jiangsu's well-known garment enterprises not only rely on its solution online line Integration and inventory problems, and now is to use the day cat "sea", and Bosideng, Hailan home by the day cat began to leveraging overseas online market.

Meeting Point Nanjing Morning News reporter Yang Jing

Let the data speak

Lynx let Bossidon new retail is no longer troubled by inventory

The country's largest brand down jacket manufacturer Bosideng, and the origin of the day cat deep. Recently, the reporter came to Changshu, Jiangsu Province, Bosideng headquarters, from 2009 began to try to sell in the Ali Department of the line, now is the ninth year. From the first year of 30 million to last year's 8.5 billion Bosideng brand business online sales in recent years, almost every year almost 50% of the online sales growth, Bosideng direct branch of the project director Zhao Liming with reporters Introduction time, for online sales break through, feel deep.

He said, "from the earliest we have only seven or eight people, and now more than 200 people with special sales, is expected this year, Bosideng electricity sales will have a greater increase."

Only online sales, this is not Ali and Bosideng cooperation in all the content. For the clothing business, the inventory problem is a big thing. This year the market like thin clothes or thicker clothes, more than 3,000 stores, accurately know which store what kind of goods can be sold the best, probably need to produce the number of production, at what time, at what time to what Category into the sale of the fit of the store, is troubled by a lot of clothing manufacturing enterprises.

At the beginning of 2016, Bosideng and Ali cloud cooperation, with the Internet enterprise architecture to create a new "retail cloud platform", now, Bosideng more than 3,000 stores in the country's inventory and sales data has become able to speak.

The stock data of the warehouses and stores in the city of Bosideng, as well as the online stock data of the lines, all of which are "fully intelligent interconnected" together, through the reorganization and opening up, fully integrated into one.

And now, in addition to their own day cat camp, Lynx also has 20-30 Bosideng authorized distributors, and Bosideng with lynx data openings, will be different online distributors to give different characteristics: some main push New, and some mainly sell light feathers, and some flagship male models, precision subdivision areas.

Domestic well-known brands

Overseas Sales

Also "acclimatized"

Domestic online sales has long been a climate, but for China's garment enterprises, overseas sales have become a lot of "bottleneck". Many companies have eaten "acclimatized" loss.

Bosideng foreign trade business is done earlier, in 1992 when the registered trademark, Bosideng in 68 countries and regions around the world to do a trademark registration. In the late 1990s, they set up their own foreign trade companies.

Foreign trade done smooth sailing, but for garment enterprises, are hoping to sell their products directly to their C-side customers, to establish their own brand image. In fact, Bosideng has also conducted a series of international attempts in recent years, but more than the store to promote the model, the effect is not satisfactory. Now, by following the "days cat sea" landing overseas market, let Bosideng see the internationalization of new possibilities.

Now directly through the day cat sea

Who can only sell a season down jacket?

In September 2016, "days cat sea" in the days of cat hatch, for domestic high-quality businesses and goods to provide transactions, logistics, payment, translation and other package solutions to help them low-cost, low threshold to expand to the global market. Bosideng immediately became one of the first companies to be willing to try. Bosi Jun, general manager of Zhao Xuejun is so that Australia is located in the southern hemisphere, and China is just the opposite of the season, you can achieve half a year to sell domestic, half a year to sell Australia, and ultimately to achieve annual sales down jacket, no doubt, the day cat will become Bosch overseas expansion of the best channel The

Zhao Liming said that the day cat will undoubtedly solve the pain of the industry. In overseas set up branch offices, offline channel development is very large, and the day cat into the Australian market, you can easily radiation to millions of Chinese groups.

On the other hand, and the days of the cat's cooperation, with a large data and analysis, but also let these clothing enterprises take a lot of detours, no longer blind trial and error. For example, in cooperation with the day before the cat, Bosideng is sold in Ali's quick sell platform. "For example, we sold the down jacket to Russia, about what kind of version of the local people like, what kind of color, cashmere, cashmere is how much, what price, can have data to test."

"Now we will take some of our days cat to take the test, through a period of data accumulation, we found that our shop which style is relatively high relative to their click, through sales data, collection of data, schema data, background data Analysis to find the platform crowd. "As a result, the locals like what kind of goods inside the store, what price segment of the goods, how to match the local inventory are no longer blind.

Even more surprising to Bosideng, Australia's Chinese community are mostly Chinese immigrants, had been used to buy through the days of cat and Taobao buy. Today, through the days of cat to Australia two months time, the growth rate is very obvious, Bosideng monthly market growth of about 70%.

Drive new retail through Lynx:

Hailan home line purchase data can also be "deposited" into the data bank

National clothing brand and Lynx comprehensive strategic cooperation, including not only Bosideng, with "national men", said another well-known brand in Jiangsu Hailan home, also took the lead through online and offline integration, completed a comprehensive upgrade of domestic and traditional brands.

On the clothing retail brand, you can achieve the same paragraph, at the same time, with the price, online and offline business, there are few, Hailan home is one of them. They even spent three years, in each piece of clothes are above the identity card to achieve the code. The secret, that is, through RFID technology: cooperation with the days of the cat, online and offline data integration and get through, Hailan Group President Zhou Li Chen said that now has basically achieved a single line, offline delivery, to achieve the store line Can be shared and interoperable through RFID chip data.

Although the online customer sales data is very clear, preferences are also easy to grasp, but the line of members and customers how to maintain, how to line customer data also "precipitation" up, before is also a difficult point. From the beginning of this month, Lynx and Hailan home new retail cooperation, and opened a new height: Hailan home four or five thousand stores and Lynx will carry out all the offline transactions and members of digital cooperation, making The offline transaction can be the same as the line, for the customer "can reach, can identify, can operate", from the consumer life cycle to buy and buy.

Online and offline data are "save" into a large database, the enterprise can be combined with large online data to the user portraits, some people may contact with Hailan home less frequent, but online contact frequency More, so that according to different customers, have different means of touch, such as through the day cat APP, or Youku and other platforms to reach, which is already the way of new retail.

Consumers can also have different experiences in buying clothes:

Virtual trial, intelligent customer service

In addition, for consumers, have a new retail scene, buy clothes will have a different experience: such as virtual fitting, shopping bags, smart customer service. In the near future, maybe you walked into the Hailan home store, will find no one retail, personalized wisdom window so that you only get the exclusive information you want; the best you like the style of intimate customer service, in fact, based on large Data of artificial intelligence; mobile phone to open the day cat, at the fingertips will be able to "try" Hailan home new models of new ... ...

The first half of 2017, Hailan home in the days of cat men ranked second. Nearly a thousand stores have been achieved through the whole channel cat open channel, the whole channel turnover accounted for more than 10%, with the strategic cooperation after the large-scale advance, the whole channel and the proportion will rise further. No wonder Hailan home president Zhou Lichen said, Hailan home is the traditional domestic men's brand "aircraft carrier", Lynx is driving the new retail "spacecraft."

To Bosideng, Hailan home as the representative of the national clothing brand and Lynx comprehensive strategic cooperation, will take the lead through the online and offline integration of domestic and traditional brands to complete the comprehensive upgrade, will follow the strategy of lunami globalization, through the days of the cat to the sea to open up Southeast Asia and more overseas markets, but also for the new retail large-scale innovation can provide a reference to business model. In July this year, the Ministry of Commerce released the "China Retail Industry Development Report (2016/2017)", Lantau new retail as a typical online and offline integration, was written into the government report. The report asserted that the retail industry will be more mainstream cross-border development, social retail has entered the golden period.