The annual Double 11 exam has come to an end again. This is already the thirteenth Double 11, with the fragmentation of channels, etc., the precision traffic dividend seems to be decreasing, industry insiders revealed: compared with previous years, this year’s Double 11 large-market traffic fell by more than 30%. It is also destined that this year’s Double 11 is different from previous years.
From the Tmall platform itself to representative brands such as GXG, there are obviously strategic adjustments, or more accurately a new adaptation and thinking. Such a signal or indication,
The consumer market is shifting from price logic to value logic, and brands that can really be called brands, with high value, will be “screened”.
The forerunner of the new stage, the previous Double 11 darling GXG (parent company is Mulsanne Group, code: 1817. HK) for example.
GXG has been established for 14 years, it can be said that it is a brand that has grown up with Double 11, and in 2010, GXG became famous in the Double 11 battle, and then ranked first in the sales of the men’s clothing category for a long time.
But this year’s Double 11, GXG’s promotional strategy showed an active contraction state. In the end, the omni-channel GMV of Mulsanne Group reached 640 million yuan, the gross profit margin increased significantly, and the high-quality down category empowered by the IP of “Youth Down Manufacturing Bureau” increased by 30% year-on-year.
From another perspective, GXG also brings new ideas beyond promotional discounts, transforming a competitive way to establish long-term in-depth dialogue with consumers with high-quality products, omni-channel, and innovative reach.
Consumer demand, self-owned IP, black technology integration to create high-quality products, showing long-term business philosophy
First of all, GXG has always shown enough product creativity. thereinto
Core products that are particularly popular with young people include cross-border co-branded series
, such as playing blind box bubble mart with tides, the famous domestic animation “Under One”, the famous Malaysian illustrator artist Huajian Lao Wang, etc.;
Black technology function series
, such as ice oxygen bar T-shirts and casual pants, sports quick-drying T-shirts, CoolMax black technology cool fabric T-shirts, etc…
Last year from the beginning,
GXG has also launched new self-owned IP, including X Lab Product Innovation Program, GXG Youth Down Manufacturing Bureau, Wool Cable Company, etc., demonstrating its long-term business philosophy.
On the one hand, IP continues to appeal to the most promising consumer groups, that is, young people. On the other hand, compared with simply driving sales, IP belongs to others in the way of co-branding, self-owned IP is more conducive to brand building, continuously expanding its own influence, and can also achieve a virtuous circle of profitability, truly having brand value advantages.
Overlaying consumer demand and black technology strength, we continue to create high-quality products, for example, the strong return of “Youth Down Manufacturing Bureau” 2.0.
“Youth Down Manufacturing Bureau” 2.0 continues to subvert the public impression with technology and design concepts, and innovatively uses ZERO DOWN sub-zero lint-free technology to achieve -20 to 5 degrees of inflatable warmth, wind and rainproof, removable inner tank wearing design, and boldly try release paper, high-density coated fabrics and other fabrics.
At the same time, this series pays more attention to the balance of fashion and application, which can not only meet the needs of daily lightness, but also match the functional needs of outdoor travel, bringing consumers a more streamlined and convenient product choice.
The channel layout is comprehensive and refined, and innovative reach and in-depth dialogue with consumers
again
GXG laid out digital operations earlier and has established an integrated online and offline omni-channel business model
, including Tmall, WeChat, Douyin and other more than 20 channel layouts, fully covering traditional e-commerce, interest e-commerce, live streaming e-commerce, and 1,118 physical stores. Moreover, GXG continues to focus on the development of high-potential offline stores to optimize its own channels.
It also forms a “data funnel” with an omni-channel business model, which gathers big data into the VIP analysis system to form an accurate portrait of 17.2 million consumers.
At the same time, GXG has also created a shared inventory system to meet the overall channel demand by collecting and analyzing information, and realize cross-regional monitoring to accelerate innovation and respond to changing market needs in a timely manner.
This is why GXG can better capture the needs of consumers and create high-quality products with the integration of its own IP and black technology. In the future, it will also be a strong driving force to support its long-term development.
In addition, it is worth noting that GXG has been able to break the circle in marketing, reaching consumers in innovative ways and having deep conversations.
Still taking “Youth Down Manufacturing Bureau” 2.0 as an example, based on the change of mentality of urban youth in the communication group, “Youth Down Manufacturing Bureau” 2.0 expresses the perception and response to consumer demands with “pro-life, go to the wild”, once again jumping away from tradition and will
The show moved to the free outdoor scene – Qinghai Golmud, creating a real atmosphere of natural, fashionable and free elements, and creating an annual brand offline marketing case with a sense of ceremony.
brief summary
Overall, the active adjustment of the GXG brand under Mulsanne Group in this Double 11 has special strategic meaning, and it has changed from a simple operation model of “promotion + traffic” to a refined operation model of “in-depth user operation + omni-channel integration + high-quality content”, reflecting daily and long-term operation thinking.
Double 11 is only a microcosm of daily operations, but it can show the brand’s thinking and ability to a certain extent. It may be foreseeable that the Musanne Group, which dares to be the first, still has huge brand potential waiting to be released, and its growth and possibilities cannot be underestimated.