Taobao Clothing Turnover Continued Growth Of Double 11, Double 12 What Strategy?

This year, the turnover of Taobao women's head sellers is still growing rapidly, and the average growth rate of top1000 sellers is more than 45% over the same period. There are many shops that grow very fast, for example, the red sellers.

This year's double 12, Taobao's resources investment is still allin, Jo Jo pointed out that double 12 day resources and channel flow distribution, will be allocated according to the store target and the completion of the paction, so I hope the business can be streamlined, systematized, organized and ready for big promotion.

Jo Jo: Women's clothing businesses need to define their own characteristics.

Jo Jo said that the two main directions of Taobao women's clothing this year are quality and tonality. The positioning of the quality of the women is from 25 to 40 years old. With the quality and service as the basic requirement, the brand as the endorsement, hatching Taobao.

To solve the problem of consumers' quick purchase and ease of purchase, tonality is aimed at young women aged 18 to 29, and set up a new shopping guide mode in the way they like, using wireless, community-based and photo based ways to expand and discover more characteristic shops with human subjects.

This year's important platform: IFashion (wireless terminal has been launched, PC end September 15th on-line).

Dachang direct supply: there are two platforms: quality + China.

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Taobao women's clothing has a rich and diverse product structure. Many businesses clearly know their differentiation of products, and most of the sellers have their own core characteristics.

"I have seen so many ups and downs in the women's wear category for so long that the rule is that there must be good products.

This is Jo Jo's summary of the development of Taobao women's wear so far.

In addition, the trend of Taobao women's clothing this year is that the sales of old customers are good, and their sales volume is good when they join new and big promotion nodes.

Especially in the red shop, with their fans effect, they can lift sales in a short time.

But Jo Jo thinks that many businesses are having problems with traffic flow. The retention rate of new users may not be high, which is very obvious when the peak traffic volume is passing through. When the traffic comes in, businesses can undertake and pform well, which is a good preparation for businesses to push ahead.

Besides, on the wireless side, the utilization rate of Taobao traffic to mobile phones is not high. "The ability to raise the unit price of a pen requires businesses to innovate themselves and jointly complete with other businesses."

Taobao women's clothing in the second half of the year there are many big promotion points, businesses can combine their products and marketing rhythm to choose, Jo Jo pointed out that for big promotion, merchants must be prepared in advance, "never because of a day's promotion and affect the whole year's sales."

No feat: Double 12 play analysis

First, let's look at a timetable:

Sellers focus on the time points marked by the scarlet letter. In September 15th, the start time of double 11 and double 12 business qualification registration began in October 8th, and double 11 in October 8th.

The venue began to sign up. In November 13th, the double 12 industry venue began to sign up. In October 19th, the double 12 pre-sale began to sign up. This year's double 12 pre-sale starts from November 25th.

Important node businesses must remember.

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This year, the wireless terminal of double 12 has added two kinds of games: "robbery" and "list".

Spring two: red people become a new outbreak point, shop atmosphere should be done well.

The Taobao women's tone channel has set up a new Red Chamber of tones. It will serve as a special venue for double 12, dividing shops according to figures, but not participating in horse racing.

For the entrance map of merchant selection, spring two requires no LOGO, no copybook, no psoriasis, no splicing, and requires a solid model (not tiled), a matching map of the whole body or more than half of the body. It is not recommended that the model be too small or too large and obvious self timer.

Ye Bin: selling fake will cancel the activity qualification, high-risk materials should be checked ahead of time.

At the communication conference, Ye Bin focused on matters needing attention in commodity management.

First, the requirements for the details of double promotion merchandise are:

1, we must clearly indicate the activity time and activity price of goods and the delivery time promised.

2, the size and material of the commodity must be specified in detail.

3, there must be a detailed picture of the goods.

We should pay attention to the control of inferior commodities:

1, high risk materials: cotton, wool, cashmere, down, natural leather, leather and silk.

2. Accuracy of material description: the material described at the information level is consistent with the actual material of the product.

3. The consistency of the material expression: the product's physical label, the title, the attribute column, and the description of the material in the face of the page.

During the promotion period, the number of abnormal orders will not be included in the rankings.

The right to shop offline.

Taobao has the right to take coercive measures such as freezing funds or Alipay accounts and so on.