The Electricity Supplier Is Pforming: The Main Investment Direction Of Clothing In 2016

In 2016, the main business direction of clothing will be targeted at the post-90s market and the middle class market.

We should open up the whole chain of online and offline commodities, optimize the supply chain, optimize commodity management, optimize membership management and open up marketing resources for businesses.

Wireless turnover has accounted for more than 70% of the total turnover of the whole store, and businesses must enhance their wireless operation capability.

Experience is the biggest difference between online and offline products in the sales process.

Online for the experience, consumers are most concerned about two issues: the first is quality, and the second is after-sale.

In the process of pformation, as the most mature business on the line, the clothing business is also facing the impact of change.

Tmall, as the base of the pformation of e-commerce, tries to find the brand that meets the requirements in tens of millions of clothing stores.

Grasp and guide the trend.

In 2016, Tmall clothing combined with the problems and needs encountered in the pformation of businessmen, put forward eight main projects, as the focus of the new year's prosperity of ecological services, and empowerment businesses.

Below is

Wang Dan, director of the men's wear industry, explained the eight key projects in detail.

Two emerging markets

Apparel is the most mature industry in the whole line of business. In this industry, there are still two markets that have not been noticed before, but now it develops very fast, the first is after 90, and the second is the middle market.

Over the past two years, the consumption demand of the two groups of people is very high on line, but we find that these two markets have not been completely satisfied.

Therefore, in 2016, the main investment direction of clothing will be targeted at the post-90s market and the middle class market.

People in the post-90s market do not recognize brands very much. They are concerned about buying some fashionable, fashionable and personalized products, so there are many tide cards in the market, including Hanfeng and the brand of street type.

We welcome the brand of this type of style goods, or have their own unique design and development capabilities, and at the same time have good operational ability to come to us at any time to open shop.

The middle class is just the opposite of the 1990s, paying more attention to the users of quality products.

Online, the middle class mainly focuses on international and light luxury brands.

So far last November, so far, nearly 40% of the international brands did not enter Tmall, and even some brands had not opened stores in China.

We need to consider the operation of Tmall by introducing these brands through international investment teams.

Therefore, we hope that there will be more excellent operation companies that can contact the investment team of clothing.

In addition, in view of the enrollment of the post-90s and middle-class brands, because this is the two most people who are most concerned about and the most demanding consumer demand, in this regard, we will provide corresponding flow support through search, including shopping guide, channel and so on.

According to the characteristics of the crowd, special activities are set up in some big promotion activities to provide them with corresponding resources support.

All channels

The whole channel has been spoken for several years, and it is the most basic hardware of membership communication and service.

If the whole chain of online and offline products can not be opened up, it will be difficult to promote the membership and commodity links, and can not provide the business with optimizing supply chain, optimizing commodity management, optimizing member management, and opening up online and offline marketing resources.

So the whole channel is a very important item this year.

The first concern of all channels is how to get through the goods between Brand Company and Tmall stores under the online and offline businesses.

This piece has been tried in last year's double 11 costumes, and the more than 20 Group brands carry some shopping malls on the same day for sale on double 11, and many businesses sell more than 50%.

It's very good to use the nearest store's stock to distribute to consumers.

Last year, there were more than 500 stores in double 11, and we worked with us. We bought the offline consumers through search and purchase, accounting for about 15% of the brand's online sales.

Faced with some problems and needs in operation, we have made corresponding improvements and set up new solutions.

In the existing solutions, we have had two cooperation with all businesses, including those who have developed better, and have their own order management system. At the same time, they have solved the company's online and offline products through their own IT. They only need to connect with the online system, and then share the information of their own stores and stores with Tmall stores in real time. This is a lighter way of cooperation.

Ali is doing an independent sharing platform. For enterprises without order management system, they can cooperate with ALI deeply.

Shops can provide a shop management tool, each shop manager and shop assistant can manage the shop's orders, orders and deliveries to help enterprises achieve O2O.

Wireless terminal operation capability

At present, the wireless turnover has accounted for more than 70% of the whole shop turnover, but many businesses do not know how to operate online, but also used to operate in the PC era.

Therefore, we must pay attention to wireless operation.

The wireless store will be revised to realize the operation of the industry.

You will see that the addition of a small circle on the existing wireless store will increase the function of new products and businesses, and recommend what we want to push.

At the same time, it provides individualized modules to merchants in the middle position, where merchants can add brand introduction, fashion trend analysis, discount information and so on, and personalize the front page of the wireless store.

In the early September of last year, from the perspective of industry management, it was always hoped that the search could be regionalized, because the users in the North actually wanted to buy down garments and sweaters, while the southern users wanted to buy shirts. At this time, only the users with the highest flow and conversion efficiency could match the merchandise.

Southern consumers turn on their cell phones to see long shirts, while northern users can see down garments.

At the same time, the details page is the only business run independently by the merchants, and other activities of the store can be realized in the future.

For example, can be used to promote external links, play vouchers, red packets, and personalized shopping cart and micro panning.

In shopping cart, you can recommend similar commodity information, such as a unit price of 398 yuan of goods, some consumers want to reduce, some hope to use coupons.

And through micro scouring, this is the only position for fans on the operation line, which can push different messages according to different users.

This year, costumes set up a wireless operation group, will always find new opportunities, new needs, and then make adjustments at any time.

{page_break}

Brand marketing

More and more brands regard online as an important position of brand marketing.

In 2015, there were many marketing cases between big brands. For example, Lining and millet jointly released smart running shoes. UNIQLO and Hermes released designer money.

Many activities on the same day the daily sales reached 200 - 300%, pull new effect is very good.

Many brand businesses do a few marketing cases with a large fee each year, so as to enhance online market share and brand reputation and get more users.

However, as an e-commerce department, it is not necessary to do a similar marketing case alone, and can directly give the demand to Xiao 2, because the operation team is the marketing case of docking Brand Company.

We have corresponding super brand day activities, so long as there are good marketing cases, we can get good resources.

Ali fish and members

In 2016, Ali fish was established, clothing will be connected with them to do cooperation.

Recently, we have pushed some businesses to a relatively hot movie, and then the business can get some of the products in time to get some products to cooperate with them, and then provide more.

After getting through the merchandise, the next thing is to get through the membership.

We just want to do one thing to help businesses collate online and offline members, then filter and clean these members, and finally find out the commonalities of all members. According to these members, we can track their sales process, so as to help businesses do analysis, and make business planning, marketing planning, online and offline management for operators, as operators' support.

Many companies have CRM systems under the management of offline channels. As long as they are connected with the CRM system on line, there is a special team to do data cleaning and finishing, and output the corresponding portrait.

At the same time, we can make precise marketing for these users online, and return to personalization, wireless personalization and other aspects of the front page. All these are based on these users and users.

Life cycle management system

The lifecycle management system is newly proposed for apparel in full channel operation.

Previous research found that the biggest pain point in the industry is inventory. Brand Company's biggest pain point is that the platform has no certainty.

The larger the scale, the greater the amount of stocking. Once there is a problem of cooperation between platforms, there will be a lot of inventory.

The goods that sell well are sold out, and a lot of goods are out of stock, resulting in low flow efficiency.

We develop a commodity red and blue sea system to provide businesses with each industry, each category of commodities red and blue ocean analysis, fashion trend analysis, according to it to do commodity development, management of all channel goods.

After all the new products, there are so many channels and columns that we will mark all the new products.

What kind of column and channel are there in 30 days? What position do they appear in 30 days to 90 days? Where do they go from 90 days to 180 days?

At the same time, the problem that cannot be solved is how to replenish the goods that are sold well.

When I was in the supply chain online, I found that some of the cooperative factories had no capacity, and some did not prepare them.

We are now integrating all fabric suppliers, manufacturers and logistics providers. When the same commodity is about to be sold, we have projections for the sale period to the merchants. The original A businesses have no fabrics, and B businesses have fabrics, which can get the fabric from B merchants.

You can find the fastest logistics company to deliver the goods.

It helps enterprises to get through the online and offline ways of circulation, and achieve common links between online and offline channels. There will not be a lot of goods left behind.

Da man operation and content operation

There are a lot of clothes, but consumers will still say they can't buy them.

There are two reasons for not buying goods: first, consumers need an educational process.

Where do all the fashion trends come from? Why are windows displayed so that every consumer can dress well?

A lot of knowledge-based shopping guides need to support the output of the content, knowing what to wear tomorrow evening, and what to wear for an interview, so he knows how to buy it.

Through the way of column operation to match the standard crowd, different types of people can quickly find the desired products, instead of looking for goods through layers of search as before.

Now the net red is doing this.

Such as columns, do intermediate link, output, traffic work.

There are many columns, and there are many hot markets for N in the future.

In content cooperation, it is hoped that merchants will be able to provide offline resources for analysis and collocation analysis of fashion trends.

From the clothing industry itself, we will find the corresponding daring people. Many of the celebrities, well-known celebrities, and some fans who have many fans but do not know about clothes are already talking about.

Consumer experience

Experience is the biggest difference between online and offline products in the sales process.

Online for the experience, consumers are most concerned about two issues: the first is quality, and the second is after-sale.

Quality is a key area to be promoted this year. Clothing has now set up a special quality control team, each industry has a special two to enhance the quality of the product, through sampling inspection found quality problems of goods, it will not appear on the platform.

At the same time, there will be various industries, categories, materials, workmanship and other aspects of the normative standards, you can according to these standards to do their own products, optimize their supply chain.

At the same time, the quality model will be added to the search, putting the good quality and good evaluation products in front.

If it is found that most of the consumers in the review are not in conformity with the description of the goods and descriptions, even the goods are fake, they will be reduced to the right in the search.

About after-sales, this year will push three items, the first is worry free retreat; second is door-to-door retreat, door-to-door retreat is about to launch on the "38 Queen's Day", and the top five cities in northern Guangzhou, Shenzhen and Hangzhou will be selected to do door-to-door service and docking with rookies. Third is voluntary compensation, and consumers have bought a commercial product. They have never known the quality of the goods. Finally, after testing the quality problem, they will still compensate the consumer.