420 million! Decoding CAMEL Camel Dual 11's Four Battles Read the full article >>

In 2014, the 11-year-old clothing giant CAMEL camel took advantage of its men's shoes, women's shoes, outdoor and men's clothing, and won the championship of 422 million sales. It broke the 3.8 that was created by itself last year. Billion sales record.

According to the official statistics of Taobao data, the camel men's shoes, camel women's shoes, and camel outdoor have achieved the first sales volume in their respective categories. Starting from the line of camels took the lead in the e-commerce stage of the Double Eleven, and many categories go hand in hand, and its method of success is worth studying!

Camel men's shoes without pressure leader boss play cross-border

Camels started with men's shoes, and camel men's shoes have become the most popular men's shoes brand for domestic high-end elite men. In the entire network for four consecutive years to occupy the men's shoes sales championship. Apart from winning the double 11 victory, he has played cross-border marketing.

Camel men's shoes announced before the double 11 this year in conjunction with the "Transformers", in the early morning of November 11, the limited start of 1,000 pairs of "Transformers Transformers boots" men's shoe set, challenge "variable 4" zero premiere of 40 million box office records . It turns out that the camel brand completed sales of 40 million in just 10 minutes in the early morning of the 11th.

Camel takes first fierce fight four consecutive championships

Camel outdoor is the main category of CAMEL camels. The sales volume of Camel Jackets has exceeded 1 million pieces.

Camel Outdoor’s double 11 campaign fully demonstrated the brand spirit of “Fighting out the world's fiercest camels”: Striving to catch up with sales during the day, and eventually surpassing competitors, winning 2014 double 11 outdoor sales crown with outstanding results. !

Before this year's double 11th, camel outdoor held a new autumn/winter new product conference in Griffith Park in Hollywood, USA. The Himalayan high-end camel suit was introduced. The top fabric of the German SympaTex was used, and the waterproof coefficient was as high as 16000mmH2O. Up to 8000g/m2/24Hr, has reached the international professional level. With reliable quality as a guarantee, camel outdoor has achieved an impressive sales record: the sales volume of double 11-24-hour Jackets has exceeded 100,000 pieces, and only 22,000 pieces of custom-made Camel Jackets for Hanhan have been sold. The above two data are listed in full. The first network.

Camel women's shoes won the championship and turned to see results

Double 11 this year, camel women's shoes won the whole network of women's shoes brand sales, the second single store outstanding results. This is the second consecutive year that camel women's shoes have surpassed the traditional giant Belle to win the title. The brilliant results have announced the success of its 2014 transformational fashion strategy!

In early 2014, camel women’s shoes officially announced a transformational fashion through the analysis of Tmall’s female footwear consumer groups. After nearly a year's adjustment, the proportion of fashion models in Camel Women's Shoes currently accounts for 70%. Camel women's shoes increased investment in shoe-type design, craftsmanship, and quality. The Dunhuang Desert shot a new advertising block before the double-eleventh, and staged a fashion show for beauty and beasts. The fashion shoes of the double 11 camel shoes sold rapidly and laid the foundation for this championship!

Camel men's clothing great feedback unique positioning prospects

Camel Menswear achieved the eighth-best performance of the entire network in last year's Double 11 and this year it has swiftly introduced a 5,000 generous free hand-back event before 0:00 in the morning of 11:00, causing tens of thousands of consumers to rush!

Camel men's wear is uniquely positioned as an American casual men's wear and competes in extremely competitive men's clothing. After several years of accumulation, camel menswear has already owned its own brand of loyal consumer groups, and believes that there will be better results in the future.

Different categories have a focus on product quality is the key

CAMEL Camel as an offline traditional clothing brand, entered the e-commerce industry in 2009, has achieved brilliant success in only a few years of development. Double 11 in 2014, camels with a total sales of 420 million, for the fourth consecutive year to become a double 11 apparel champion brand. Its camel men's shoes and camel outdoor won the double 11 for the fourth consecutive year, while the camel women's shoes beat Belle for the second consecutive year!

Carefully analyze the brand strategy of camels, all starting from the characteristics of each category, each with a focus on highlighting the key: camel men's shoes main comfort, high quality; camel outdoor emphasis on professionalism, functionality; camel shoes is a fashion compatible comfort; camel Men's wear is American casual, tough guy style.

On the basis of maintaining the brand's high-end texture, the Double 11 is a combination of hotspots for innovative marketing every year. It is the key to the success of the Camel in winning the title of several categories. However, the splendor of the camel line is due to the brand support of nearly 4,000 stores in the camel line, as well as the long-term accumulation of high-quality products to win the trust of consumers and a good reputation.