Wireless Terminal Pformation Has Completed Taobao Clothing Strategy To Adapt To Change

2016 Taobao men's clothing sales conference held in Alibaba Xixi park. Taobao clothing Director Tang Song explained the clothing category future development direction is content and community-based.

Tang and song stressed that the pformation of wireless terminals has been completed, and that 2016 will be a watershed. The theme of its development is "changing the future".

Under the guidance of this concept, Taobao clothing has two important business directions: content and community-based.

Tang and Song said: "this year, unlike in the past, Taobao clothing does not talk about discounts, prices, stocks and styles. This is because the wireless era has arrived."

He pointed out that

The coming will cause several major changes.

The first change is that the users of wireless terminals change. The mainstream users in the past are 70 and 85, and now the main users are concentrated in the group from 90 to 95. No matter the number of buyers or the amount of paction, the group is over 50-60%.

"Before we know it, many of our previous styles, products, supply chains, ideas and portrait of users still remain in the past stage. This is the biggest background change."

It shows that after 95, they grew up in the Internet environment, playing with mobile phones every day, watching Japanese dramas and Korean dramas growing up in such a growth environment.

Next, they will not blindly follow some brands, emphasize their ego and personality, and even think that big brands are not cool enough.

The second change is that the living habits of these people are making wireless more and more popular.

Apart from the prosperity brought by technological breakthroughs, this group of people's lifestyle has made wireless the absolute mainstream, accounting for 70-85%'s turnover.

Tang and song believed that the wireless era had a great impact on online business. People might have 30 minutes to 1 hours before sitting in front of the computer. At that time, centralized traffic and shopping guide would be very effective, because the marketing method of searching, listing page, through train and drilling would be very effective in doing one thing in concentrated time.

But the effect of the former tools is discounted, because the time that users touch the net becomes longer and becomes fragmented.

"What we talked about before is more about the details of products and the front page of stores. But now, the definition of content is more extensive. We will introduce some fashion information, which may come from KOL, from professional agencies, and also from sellers. The story behind products and shops is also very attractive."

Tang Song added.

About community-based, Tang and song introduced that in the wireless era, the touch stickiness of businesses and users has become stronger, and the content based operation mode can maintain high stickiness.

According to Tang and Song Dynasties, based on these two changes, this year Taobao clothing must be community-based and content oriented.

"You can imagine that users can't think of shopping all the time, and spend a lot of time on entertainment consumption. If they can't intervene, they will lose these users. Pure shelf sales will no longer be effective, because users may come and go. This is their habit.

So content is very important.