Jinjiang Enterprises fired the 'Cloud Sale'

Sales offline has shrank greatly because of the virus hit in the past few months. But in a quick response, quite a few Jinjiang enterprises has fired the Cloud Sale, a new way of online marketing mostly held in WeChat groups, Apps, Live streaming platforms and so on. Diversified patterns have been introduced by enterprises like ANTA, SEPTWOLVES, XTEP, QIAO DAN, K-BOXING, and SHUA, renewing and booming the industry to be even more quality-oriented.

Not so long ago, 'Trainers in a pack of crisp's weight’ have attracted wide attention online. It is said to be another masterpiece of ANTA’s marketing since its focus was transferred online after the Covid-19 epidemic this year. In additional to the cooperation with Li Jiaqi, a top live-streaming celebrity in China, ANTA also worked closely with Tmall and other shopping platforms in launching its Flashlite 2.0 Collections. Meanwhile, the model and actress Mizuhara Kiko, whose pure and fresh image coincides exactly with the features of Hydrogen Technology, was also invited to show up for more online publicity.

'As the epidemic ebbs domestically, it is not difficult to predict a constant prosperity of sports industry from both the intensified publicity of the products and growing demands of the consumers' said Zhu Chenye, the vice-president of ANTA. It was said that ANTA will step up its efforts on online marketing with a better integration of the netflow and demands on various platforms. More cooperation with stars and Olympic champions could also be expected, since the improvement of the brand’s status among the younger generations are almost assured in influencer economy.

ANTA is not an exception in the acceleration of online marketing.

These days, SEPTWOLVES has adopted various marketing strategies online. In a recent live-streaming contest, activities like live interactions, prize draw, freebies, etc. helped to achieve both incredible sale and favorable reputation. During the first hour of the contest, the interactions in two live-streaming studios surpassed 130,000 times, with over 29,000 audience in presence. The sale in one single studio reached up to 380,000 RMB, while the sale on bargain-rush was up to 1,280,000 RMB. Most of SEPTWOLVES 2020 Spring/Summer Collections were sold out in one second.

Zhou Shaoxiong, the president of SEPTWOLVES, has been promoting their new products much more frequently in his Wechat Moments, with QR codes followed. It is not rare to see business promotions in Wechat Moments since last year. However, it is rather unusual and meaningful that Zhou took the lead in online promotion personally during the epidemic.

"The epidemic has accelerated the transformation of new retail. We start the 'cloud retail' marketing strategy in order to increase sales volume. Our offline team has built online communities, APP, live telecasts, discount activities and lottery." Zhou Shaoxiong told reporters that new retail is not a new concept for the retail industry. Septwolves hopes to contact with their target users directly and sells products by kinds of online APPs such as WeChat and QQ，which is an important part of the cloud retail.

The bosses attend online sales and turn difficulties into opportunities under the epidemic. For example, K-Boxing takes the advantage of new developments and new trends and launches immediately activities named "all staff，all boxers". That is, all employees could be transformed into excellent salespeople. K-Boxing is gradually planning enterprise resource reasonably by starting community operations on a large scale and using online methods so as to enlarge the sales amount. Hong Baiming, CEO of K-Boxing Menswear, joins in live telecasts in Internet together with his employees in order to promote online sales.

Full-staff marketing strategy could also be seen in Xtep, Shua Sports and Jordan. From Jordan Headquarters to 31 branches and project departments of factories, all the employees participate in the full-staff marketing."We form teams through the central department, and the enthusiasm of employees is enhanced by internal competitions. From offline to online, from civilian post to the frontline of sales, these reformations not only bring different experience from different positions, but also let employees have a deeper understanding of product sales." Manager of Jordan Sports introduced. In order to promote full-staff marketing better, the company launches the system of accumulation scores by poster sharing. One product is equipped with special two-dimension code in propaganda posters. It is easy for customers to scan codes to purchase, and the system accumulates scores intelligently. Employees can see the results clearly.

"The new marketing model expands new marketing channels and raise sales volume." Dai Zhirui, Manager of Shua Sports in Internet. Through the online sales, the system of logistics distribution and store distribution installation service is built, which greatly satisfies body builders’ demands during the epidemic.

　　晋企开启“云卖货”新模式

　　新冠肺炎疫情让许多实体店门可罗雀。不过，晋江企业快速应对，借助微信群、直播、小程序等工具开启“云卖货”销售新模式。安踏、七匹狼 、特步、乔丹、劲霸、舒华体育的“云卖货”花样百出，为晋江的高质量发展注入新血液和澎湃力量。

　　不久前，安踏推出“一包薯片轻的跑鞋”在全网火了起来。这是疫情以来，安踏在线上营销的又一典型力作。据悉，因为疫情原因，安踏今年将营销重心转到线上。除了与李佳琦合作外，氢科技2.0产品还与天猫等线上平台合作发布。同时，安踏也邀请了模特、演员水原希子做新产品的发布，用她的清新形象和氢科技相吻合在线上带动话题。

　　“随着国内疫情的稳定，无论从大的宣传态势来说，还是对个人的需求而言，体育行业大力发展的趋势是不会变的。我们仍然看好今后中国体育市场的发展，目前我们需要对我们的品牌提出挑战，如何在没有体育赛事的基础上利用新媒体的宣传手段去触达消费者。”安踏品牌副总裁朱晨晔表示，安踏会持续加大线上营销力度，利用不同的线上平台来整合整个电商的流量和需求。此外，也会和一些奥运和明星代言人有更好的合作，利用好粉丝经济来提升品牌在年轻消费者心中的地位。

　　线上营销被加速提上日程的不止安踏。

　　连日来，七匹狼在线上的营销动作不断。其中，在一场“狼系顶流狼T直播PK赛”中，通过互动畅聊、抽奖、满额送礼等丰富形式，让七匹狼实现销售与口碑的双赢。仅仅1小时，两大直播间互动总数超13万次，观看总人数超2.9万人次，单直播间销售38万元，含时段秒杀销售额超128万元，众多七匹狼2020年春夏新品瞬间售罄。

　　而七匹狼董事长周少雄更频频在朋友圈推广新品，并配上小程序二维码。在朋友圈卖货去年就已经很普遍了，不过，在这段时间，周少雄带头卖货的举动，有着不同以往的意义。

　　“疫情加速了新零售的变革。我们启动‘云零售’矩阵战略营销，打响‘业绩攻坚战’。我们线下的团队从建社群，上线小程序到做直播，再到做短视频、秒杀专场、抽奖。”周少雄告诉记者，新零售对于零售行业并不是新概念。七匹狼希望能够直接触达自己的目标用户，利用朋友圈卖货在内的线上营销，都是“云零售”方式的一部分。

　　老板带头带货，还有劲霸。将困境转化为机遇，劲霸男装以疫情之下的新发展、新趋势为契机，在第一时间启动“有劲推荐官，全员营销”行动，逐步改变组织的生态，全员100%变身“有劲推荐官”，并大规模开启社群运营，借助私域流量加速销售业绩的提升。劲霸男装CEO洪伯明更与全国伙伴一起上阵，亲自直播带货，促进产品线上销售。

　　类似的全员营销，在特步、舒华体育、乔丹亦可见到。从乔丹体育总部到31家分公司及工厂店项目部，前后台全体员工纷纷加入到了“全员营销计划”当中。“我们通过中心部门组成战队，内部PK竞争的方式，大大提升了全体员工的积极性。从线下到线上，从文职化身为销售前线第一人，不仅仅是不同岗位所带来的体验不同，更让大家对公司的产品销售有了更深刻的认识。”乔丹体育相关负责人介绍，为了更好推进“全员营销计划”开展，特推出海报分享积分系统助力营销，“通过一货一码海报宣传，扫码即购轻松便捷，智能积分系统，员工们对订单成绩一目了然。”

　　“新的营销模式扩宽了新的营销渠道，带动了销量。”舒华体育互联网负责人戴志瑞介绍，通过线上销售，物流配送和门店配送安装的服务体系打通，也满足了疫情期间全国健身爱好者的健身需求。