How To Operate On Taobao?

There are many online brands on Taobao, which have become good brands, and the most common ones are unknown brands. How to operate the Internet brand on Taobao is a good topic. I have organized twelve points of thinking, some of which are deep and shallow, and there are not necessarily standard answers. clothing Here, take clothing as a carrier, share it, hope to help everyone.

　 One, win alone?

In 1992, Tony Leung made many French girls obsessed with the movie "lover". The first is the following:

"I am getting old. One day, in the hall of people coming and going, a man came to me. He volunteered to introduce himself, and he said to me, "I know you, and I will always remember you." You were very young then, and everyone said you were beautiful. Now, I have come to tell you that for me, I feel that you are more beautiful than young people, and I love your face now more devastated than when you were young.

This passage touched many people. Girls secretly think: face will always be old, will they become lovers of others? For online shopkeeper, the style will always be out of date, only the brand can become the customer's long-time lover.

Registered trademarks, group goods, apply for opening stores, baby shelves, sell. This is the basic step for us to open a shop in Taobao. Then, we naturally fall into the Title Optimization, through train promotion, as well as search, drilling and exhibition, and create the research of explosive funds. In 2011, I left the traditional enterprise, and began to do my own brand in 2013. After a few months, I found that my time and energy were all plunged into these things.

These are important tasks. As the most promising brand marketing channel, network is very necessary to master the marketing tools of these channel characteristics. I was just thinking, can I push every treasure in the store to the first three pages of the search? Can I make 20% of my treasure a bomb? The answer is obviously not. I do not deny the value of exploding money, but I want to profit from exploding money all the time, which is too unscientific.

I think back to it. It's all about the optimization of a single product. Isn't that the wholesale mode under the traditional line? How can we win a single one? Why do we still have so many, the boss who makes the first barrel of gold by wholesale, wants to make the brand? The answer is simple, concentrating on a name (trade mark), it's always more than one style to push, it is cost-effective! Who has the explosive production line, please give me a piece of credit? Besides, the brand also has a premium, so it doesn't cost to kill, so it's convenient to spread, and the cost of keeping an old customer is much lower. A good brand can also become an intangible asset, which is used to attract affiliate distribution and continuously increase value. There are too many advantages.

If you want long-term, you will depend on brand.

　 Two, how about the effect of matching packages?

For targeted customers, his eyes are highly focused. We always expect to use drained money to drain and then drive other products to market. If you don't look at the rest, let's look at the matching packages below the explosive money, plus the gold position plus the combined sales of all kinds of discounts. What's the real transformation of them?

Unless customers first recognize our store (brand), there will be a meaningful joint sale. A customer who relies on a burst payment is largely directed towards the explosion itself. He has only one product in his eyes, so that he can buy one more, which is equivalent to talking about the distance from a love affair to the birth of a baby. In the past, the success rate was very high. Because of relative occlusion, there are not many opportunities to choose. It is fate to search the beautiful baby with full screen. It can be the same as bed and night. {page_break}

　　 Three, what are valuable old customers?

With statistics, maintaining an old customer and investing in a new customer is 1:6. I think the actual ratio should be far greater than this. Because old customers not only repeat their own purchases, but also help us publicize them. The output is incalculable. What kind of old customers are valuable? Do they count as long as they are done? Not necessarily.

Customers who come from low price promotions are not valued old customers. To engage in old customer marketing on them is largely a waste of energy and devotion. Or, like the above questions, people are just having a lot of fun with you. You have to pull people around to renew their love. This is really a bit difficult.

　 Four, can advertising break a brand?

Through train for single product drainage, drilling and exhibition can promote shops. They are all advertisements. One data is called ROI (input output ratio). I don't know how much the best ROI can do. I guess 1:4 can be very successful, which means that advertising costs account for 25% of sales, plus packaging, postage, labor, space and other expenses. It is 15%, which means that the total cost is 40%, if plus 10% of profits. To go back, it means that the gross profit rate of the product can not be less than 50%. How many people can do this beautiful figure?

There is also the ratio of paid traffic and free traffic. How does free traffic come? The natural ranking of search. Just a few pieces of tofu and try to squeeze them. Generally, what kind of baby has the opportunity to squeeze up? How do we make the explosion? Through train, drilling, and activities, brush, eighteen Wu Yi is used. Is it still advertising cost?

Therefore, even if the ROI of the whole store reaches 1:4, the actual advertising cost is far more than 25%. This has basically exceeded the advertising budget of traditional brands.

Are there any other more cost-effective ways of advertising? And everyone has it. It's the commodity itself. Your ads are hard to bombard every day, but as long as business is doing, your products are moving day after day.

　　 Five, have you seen three T-shirts with sleeves?

Big cards are not sold by advertisements. First there is a good thing, and then it is widely advertised. The product is always the foundation. LV created flat topped suitcase to solve the difficulties of people in the age of steamship transportation, and it was the beginning of becoming famous. Burberry's waterproof windbreaker made it famous after World War II. After World War II, materials were scarce. GUCCI innovatively applied bamboo materials to bags, and the classic bamboo bag made GUCCI no two. There are jeans, bikini, skew, and artificial. Leatherwear Innovative applications have made many brands.

The question is how revolutionary these products are. A T-shirt, a front piece, a back piece, two cuffs. Have you seen three T-shirts with sleeves?

The answer may not be in the T-shirt, the physical property of the product itself, but in the T-shirt as a commodity, other commodity attributes.

Around a T-shirt, how much work do we have to do? Design, purchase, packaging, pricing, series planning, shelf time, visual performance, promotion methods and matching combinations. These jobs allow a factory shirt to flow down into the circulation: from products to commodities.

Correspondingly, the T-shirt has different commodity attributes: style attribute, time attribute, price attribute and so on. Any innovation on your property can make your T-shirt different. Let's give an example:

The innovation of ZARA lies in the attributes of goods, the creativity of supply mode and presentation mode - a small amount of money, fast supply, and the most expensive form (shop location and shop design) showing the most paramount product. These combinations of commodity attributes satisfy people's vanity.

The innovation of UNIQLO lies in the commodity attributes, product physical properties, product sequences, presentation methods and other creative ideas -- ultra lightweight, the development and application of thermal fabric, basic sequence, Misaki Sato and so on. And ultimately, it is the most appropriate time: the 20 years of Japan's economic loss. Parity, practicality and versatile without losing identity. So in the meantime, becoming the richest person in Japan will be such a clothing brand boss, not a financial, real estate, entertainment industry bigwigs. The attribute value of goods is closely related to the social environment and public psychology. {page_break}

Look at the country. Only at the right time, the most simple commodity attribute, the fastest breakout of domestic brands can be linked together: a large number of brands such as seven wolves, Jin Ba, Li Lang and so on in the business leisure era; then the mass leisure era such as YISHION, Semir, American bond and so on, and then the fashion movement's KAPPA and a bunch of similar brands; at a certain stage, JACK&JONES, Mark Ed Faye, CABBEEN and other fashion men's clothing broke out; later, fast fashion concept of CC&DD, UR and so on overnight expansion.

Use the saying: when the storm comes, standing at the draught, pigs can fly to the sky. Many of them, however, were rapidly declining in the past. It is also because the commodity itself has almost the advantage of time only. The clever bosses will go all in to study the next trend, which is a quick breakthrough in the time attribute of goods. It's nothing bad, but it's far from enough.

VANCL VCG has always been the leader. As a clothing brand, its biggest innovation lies in the channel attribute of commodities -- the Internet. However, this is the only one. When van guest has always been compared with Taobao, Jingdong, Dangdang and other electric business enterprises, few people compare it with ZARA, UNIQLO and other clothing brands, which has already indicated that everyone as a clothing brand is pale.

If you can develop your creativity in any attribute of a commodity, you have a great chance to go further than others. Is it a little enlightening?

　 Six. Obstacles to transformation

The furthest distance in the world is not that you stand opposite to me, leaving me a turning distance. It is you who clearly saw my advertisement in the first coke and entered the inside page but did not buy my stuff.

Electricity providers often use the first coke, even if it is just a click distance, from the home page advertising to the product pages, will let consumers think about it, this is the obstacle of transformation.

What customers see in advertisements is style prices, and enter the inside pages. Can't you talk about something else? Yes, there is a story in my advertisement picture, and I entered the inside page. On Taobao, the most lacking comparison is the style price. Don't forget there's a little brother out there.

　　 Seven, do they remember you or Taobao?

"This one. clothes Who looks good? "

"Taobao"

If the communication between customers and friends is like this, it means that we are still at the stage of making goods, which is far from the brand.

"This is a nice dress. Whose house is it?"

"Yin man"

That's right.

　　 Eight. Follow the market.

On Taobao, there will be tens of thousands of identical funds for a burst, which is about speed and price. This is not really a product development based on market demand. At most is the pursuit of hot spots.

"Mama says life is like a box of chocolates, you never know what you're going to get." The lines in Agam's story are regarded as classics. Everyone is anxious for unexpected excitement and surprise. And this little surprise is exactly what we need to do. {page_break}

Nine, three rotten pouch, top Zhu Geliang.

When the sale is good, brothers and sisters are close together. When sales were bad, they were pig mates.

　　 Designer Generally speaking, people in the plane and sales department are not creative. People in other sectors will find the selling point of the product equal to digging gold in the cesspool. Most of the time, when designing and purchasing to bring products back, flat, promotion and promotion are all in the process of looking at pictures and speaking.

After 80 90, who has no idea? Do not blame each other, but blame the brand operation mechanism. This is the result of chain workflow. It should be reversed. Illustrate with examples.

Set a quarterly planning theme. For example, a casual man's clothing is defined as "on the road". It's best not to be styled by designers, such as "Bohemia wind", "Hawaii Beach" and so on. Next we'll start working.

The word "On the road" itself can become a pattern design. Printing, embroidery, label and other techniques can be expressed in turn. A tree, an unmanned highway leading to the distance, a pair of footprints, a backpack, and any design related to the road are all design elements. In order to embody the state of "on the road", we can also develop a set of washing process products specially. In order to avoid distracting the theme, all the inexplicable patterns and designs that are not related to the road are removed. Popular colors, fabrics and styles are only the basic outlines of seasonal products. Consistent with the theme is the brand attribute of this season's product -- why you are what makes you different.

The visual group performs graphic creative performance according to the theme of "on the road". Good patterns can be directly applied to products, because in this process, product development and visual planning are synchronous, without order.

Promotion and promotion will no longer be the monotonous discount of temporary pieced together, dry "new products listed" and "National Day rewards". Because the theme is conceptual, the market team will have room for imagination. "We can enjoy the 30 percent off discount" when we shoot the happy moments in the journey, "micro-blog or the beautiful scenery shared on the official website" can become the content and form of promotional activities. Interactive promotion is wonderful. If you want to shoot blockbusters, let advertising companies play on the road.

The sales team will conceive a "travel matching package" early, and wait until the product, vision and promotion plan are all around the "on the road". If there are fewer parts in the package, you can also request the product group to be added to the development plan.

The work of these departments is done at the same time, compromises and exchanges ideas around the theme, until the best resultant force is found. This is actually a brand operation mechanism -- the basic creative mechanism in commodity planning: in the initial stage of product development, we must ensure that products, images and promotion will be integrated into the three links that are closely related to customers. Its principle is simple: unified, clear and multi-dimensional emphasis is more likely to impress people. Commonly known as three dirty bags, top Zhu Geliang.

Peripheral advertising, promotion in the store, vision in the eyes, landing products. Unity can focus, reduce transformation barriers, and finally have a deal. The trinity of product, vision and promotion is the key to trigger customer demand: real customer demand is not what he tells you clearly, you provide. It's about showing a product first and then letting him think it's what he wants.

Finally, the theme concept, which is extracted from the brand spirit, is gradually implanted into the consumer's mind with the process of commodity exchange, and gradually accumulates its so-called "cultural gene" for the brand. This is a more effective and cost-effective way than the hard and broad -- your advertisement can't be played every day, and your merchandise is flowing day after day.

When consumers receive the concept of product physical property over and over again, the perceptual expression that integrates with the product forms the basis of commodity premium. The so-called brand culture, spiritual needs, value-added products, the concept of these cannibalism is so subtle, through these details to achieve. {page_break}

　 Ten, do you have enough money?

The 28 law is magical and everywhere. The same is true on Taobao: 20% make money and 80% practice. They are industrious and have no lack of ideas, but on the day when the cash flow dried up, they had to regret leaving.

In the mother-in-law's business, love can be calculated with square meters, not to mention the shopkeeper who is waiting to pay taxes. All affairs are ultimately reflected in the comings and goings of funds: who, when, what channels, and how much money (representing expenses represents income). As to why and why, why is this time, why is this way, why so much money? That is, three of the four papers can be filled, a qualified shopkeeper should have a business mentality.

Let me give you an example. First purchase or first pricing? Many people get the goods and make the price again. For example, a T-shirt costs 25, how much does it cost? Look at the market. Well, look at the search, data analysis. The 65 is the main transaction price band. OK, I attack the price ratio, sell 55, remove 10 packages, 25 cost, each piece can still earn 20 yuan! Can not run the volume, then reduce 10 pieces, 45 sales! It will not help me 35 package postage does not lose, earn a popularity! This way, the corresponding gross margin is 55%, 44%, 28% (gross profit rate = (price / cost) / price), the net interest rate after the postage is 36%, 36%, 36%.

It should be reversed. First, do a good job in market research, determine the retail price, and then push back the cost. For example, the promotion cost of budget 25%, 15% of the packaging, postage, rent, labor and other expenses, 10% of net profit, then the average gross profit margin of the product should reach at least 50%. If the main retail price is determined to be 45 yuan, then the purchase price of the main product can not exceed 22.5 yuan. T shirts above the price can not be produced or taken.

There must be money. Money is definitely not enough. If we plan well, we can make the flowers bloom tightly. To lose sight of one another often leads to runaway management. Therefore, designers without cost concept are not qualified designers. Without design, it's called graffiti. The figures in the budget table have, to a certain extent, determined the fabric of the T-shirt and the pattern above, whether it is embroidery, diamond insertion or printing. A business without budget is irresponsible for money and time, and also a waste of social resources.

　 Eleven, how to make a brand is earned.

There is a saying in the clothing industry: making brands is all about making money. Do well, earn lots of cash, do not make a good stock.

Everyone loves cash, and stocks always eat the biggest black hole of profits. In the earnings of listed companies, inventories are always assets, but smart financial investors are always looking at their cash flow.

Unless Taobao changes the rules and sells all shops, it will always be a myth to sell products. How many shops are crushed by an activity? There will be stock in stock. How to reduce it? In addition to the budgetary, Trinity creative mechanism, and making famous brands as soon as possible, we need to make sure that we keep the order at the end of the season. The rest can only rely on dynamic adjustment in operation.

For example, the principle of spare parts in procurement. In product planning, products are always divided into different series. After sale, there will always be a good sale and a slow sale. The advantage of electronic business is data in time. Two weeks later, a mule was a horse and slipped out. Find a relatively popular style, analyze the main points of the design, the design team immediately extends the new series of styles, and terminates the unsalable goods and the listing of the series products. The principle of spare parts purchase is especially important. To terminate the purchase of unsalable goods, the fabric will be used in the new series of production. This is a common way to pull sales back to normal track.

Even if the goods have been purchased according to plan, in accordance with the mechanism of commodity planning, if there are serious unsalable plans, they should immediately stop listing similar products and promptly develop new ones that are relatively salable. If losses have been caused, the rational approach is to minimize negative effects and increase positive revenue. After all, time is the biggest financial indicator in the budget.

Chongqing forest says:

I don't know what time it starts, there is a date on everything, the saury will expire, the canned meat will expire, even the fresh-keeping paper will expire. I begin to doubt that anything else in this world will not expire.

In the budget cycle, stop losses in time and try to expand profits. That means you have the opportunity to enter the next budget cycle. Time is the biggest cost. {page_break}

　 Twelve, there is no Amoy brand, only brand.

Online and offline, the essence of business is the same. Don't be frightened by the rush of traditional brands. The name of advertising + channel is not a real brand. When advertising stops, the advantages of channels are no longer the so-called advantages. The only advantage of traditional enterprises is the capital (or so rude and high beating) that money burns faster on the Internet. Supply chain and professional team are not counted, who knows who knows. I came from the traditional brand - "I'm sorry, I'm a cop" - believe me, Infernal Affairs.

The Internet is the most likely place to achieve a number of genuine Chinese clothing brands. There are no layers of channels, middlemen's handicap. The seamless docking of developing products and products, and timely and comprehensive feedback of information are conducive to a truly aspiring brand operator and concentrating on products, image and promotion. And that is the foundation of the brand.

Budgetary and creative mechanisms are rational and creativity is emotional. For a brand, they are equally important. The lion king is my favorite movie, "all life in the world is subtly balanced". At the same time, the lion also said:

"This is my land. I will not fight for her. Who will?"

Even a person's career, as long as he has rational thinking and creative mind, is also a modern enterprise. And a company that is reckless and disorderly is only a large workshop even if it is large in scale.