Han Du Yishe Wei Shikuan: Every year, the double 11 is like a new college entrance examination.

4:00 Jinan more than cold, wrapped in cotton Weishi wide, wore a look of tired, come out from the Jinan Olympic Somerset House. On an almost empty road, he stopped a taxi to go home and finally waited for two hours of "halftime".

For more than 20 hours in the past, Wei Shikuan, the manager of the Han Du clothing house vision center, and his thousands of colleagues have been busy with the biggest buying boom in the Handu clothing house in the year.

As the visual design department responsible for Handu's clothing store e-commerce "front", Wei Shikuan told the "First Financial Daily" reporter that starting from November 11th, with the sudden influx of massive consumer groups, the visual design department should immediately Sales conditions make real-time adjustments to the page.

For example, when a down jacket is looted and empty, Wei Shikuan and his team will immediately remove the sold product information from the page and replace the new one.

"A lot of shelves, shelves, replenishment, replacement... We are almost always looking at the page every minute to adjust the pace of replacement." Wei Shikuan said that compared with last year, the frequency of replacement this year was significantly faster.

"The time for even drinking saliva is tense. Don't mention that you are shopping for orders." Wei Shikuan told reporters.

With the real-time adjustment and updating of the Wei Shikuan team, the sales volume of Handu’s clothing houses is rapidly increasing. Double 11 opened for 1 minute, sales of 10 million, breaking 20 million in 6 minutes, breaking 30 million in 10 minutes, until the first 50 minutes to achieve breaking billion.

In an office building not far from Aosheng Building where Wei Shikuan is located, Sun Pingping, customer service manager of Handu Clothing Service, is also busy answering various inquiries from users.

She told the reporter that the normal amount of customer service in the clothing shops in Pingyue and Han are about 400 people a day, but with the beginning of the double 11 warm-up at the beginning of the month, the daily number of consulting users is increasing, and the number of daily consultations received by the consulting users by November 9th. It reached 1500. On November 10th, it exceeded 2,500 people. Starting on the early morning of November 11, about 400 customer services were sold beforehand, and there were one or two hundred people who were waiting for consultation at the same time.

In response to a large number of 11-user consultations, Sun Pingping told reporters that customer service has prepared targeted and detailed responses in advance for the general problems of users, and at the same time, it has coordinated with volunteers from various departments, and has participated in supporting university students. After the sale, there are more than 800 customer service teams.

"From working at 8:30 in the morning on the 10th to 6 o'clock in the morning, after two hours of rest, everyone started to work at 8 o'clock. When they were tired, they would stay on the table or temporary dormitory for a while." Sun Pingping said, "It is estimated that From the 10th to the 12th, customer service has to work in black and white."

In addition to the real-time updating of the page and the busy reply of the customer service in the background, Qihe and Handu clothes in Dezhou, Shandong Province, packaged all the guest rooms of a hotel near the Qihe Warehouse. Over 1,000 employees met the Qihe Warehouse to deal with the massive amount of The tide of promotions.

At present, South Korea has nearly 60,000 square meters of warehouses, but during the double 11 shipments are huge, there is still the possibility of explosive positions, Han Du's approach is to urgently lease a new warehouse, specifically to deal with pressure during the dual 11 explosive positions. And with the major logistics, courier companies have cooperation, to ensure that the Han are able to do at any time to sell goods at any time.

In order to make this all-round mobilization of the Double 11, Korean clothing has been prepared for nearly half a year.

On June 6th this year, Handu clothes house launched a double 11 project this year and has since been polished several times: On July 8, the product planning side re-adjusted the program and significantly increased the stocking intensity again; on July 17, it confirmed the special offer for 11 pairs. Money; until mid-October, dual 11 pre-sale officially opened.

In the process, Wei Shikuan told reporters that his visual design team started launching the Double 11 poster design and the three-wave warm-up page about 3 months ago, almost in the month before the double 11 and every day. Work overtime until late at night. According to the prediction of Handu clothing, the double 11 drainage mainly depends on preheating, and about 60% to 70% of the double 11 sales come from products that are added to the collection or shopping cart by consumers during the warm-up period.

Handu Clothing Group's double 11 sales totaled 279 million yuan, winning the Tmall Women's Wear category. There is at least 60 million more sales than the second largest Uniqlo.

"Every year double 11, it feels like it has gone through a college entrance examination again." Wei Shikuan told reporters.