Double Eleven is a shuffle.
Editor’s note: This article is from the WeChat public account “Yuanchuan Business Review” (ID: ycsypl).
Author: Yu Kexin / Yao Shuheng
Support: Yuanchuan Research Institute Consumer Group
At 10 pm on November 10, 2009, just 2 hours before the launch of the first Double 11, Zhang Yong, then CFO of Taobao, suddenly received an emergency call: a merchant asked Temporarily withdraw from the first “Double 11”.
At that time, the global economy had just been hit by the subprime mortgage crisis. Alibaba’s core foreign trade B2B business grew weak. Later, Tmall was still called Tao. name=”宝商” data-logo=”https://img.36krcdn.com/20201105/v2_edd9b6795abd49cea13d6c01f02dcc44_img_000″ data-refer-type=”2″ href=”https://36kr.com/projectDetails/559713″ target =”_blank”>Baoshang city wants to attract big brands to settle in, but traditional retail companies are still very unfamiliar with the e-commerce ecology, and few respond. In the end, only 27 brands participated in the first year of “Double 11” and sold 52 million goods.
New channels that no one cares about for the time being, give opportunities for new brands to grow.
Zhao Yingguang, who was once the representative of state-owned enterprises in South Korea, resigned in 2008 and founded “Handu Clothing Store”. He first sold clothes on Taobao, and then immediately bought them in South Korea after someone placed an order. A year later, Handu Clothing Store found a foundry in China to produce Korean style clothes. Although the model is simple, with no big names participating in the competition, Handu Yishe quickly ranks among the top sales of Taobao apparel.
There are many domestic brands like Handu Yishe that have rapidly emerged on the early Taobao Tmall. For example, Yinman, which is also a clothing category,