How Did Mark Ed Faye Guide The Products With Data?

Three years in a row. Mark Ed Faye Tmall's 618 carnival. Men's wear Category 1.

This year's play looks even more crazy. It invites Song Zhongji, the male god who exploded the fire because of the Korean drama "the descendants of the sun" and launched the star 4D play.

The so-called 4D play is to try to show the charm of the male spirit from the four dimensions of vision, touch, taste and hearing. In visual sense, Mark Ed Faye is covered with photos of Song Zhongji from the front page of Tmall shop to the peripheral marketing; on the sense of taste, around Song Zhongji, inviting male net red to live on the live platform, customizing the male god egg fried rice, attracting 36 thousand people to watch; on the tactile sense, Mark Ed Faye introduced the interactive H5 page of "you still owe Song Zhongji a kiss" in the new media end, and spread it in the circle of friends.

What is the effect of the preheating of the male god Song Zhongji? Mark Ed Faye's FJ men's clothes, the reshake, the new gentleman's men's wear (mark fairwhale), the creative city Women's wear (f.c.u.) and FJ shoes and children's clothing category 618 of the total success. Among them, FJ single store (as of 618 nights 24 points), the performance has reached 15 million, and won the first place in Tmall men's clothing category.

In fact, the data played a very important role in this. Mark Ed Faye revealed that one of the key points of the promotion is to use data selection products. After the successful diversion of Song Zhongji, the products of each store can carry out the influx of traffic well.

So how did Mark Ed Faye guide the products with data?

Borrowing from the retail electronic business big data product platform, Alibaba business consultant, Mark Ed Faye is very concerned about the main categories of the current shops, such as T-shirts, casual pants, shirts and so on. Generally speaking, there is a clear positive correlation between the growth rate of activity spanformation and the growth rate of the preheating period, and the multiple of this activity is about 2.6 times. Therefore, if Mark Ed Faye knows the increase rate of purchase increase during the preheating period, it is possible to reverse the rate of increase in the conversion rate of single day activities, and to estimate the product rate for different price segments.

Brand dimensions

Through the big data platform, Mark Ed Faye found that before the event, the market demand of casual pants has obvious growth, and the market volume is large, so it will become the focus of attention of Mark Ed Faye. But through the analysis of the annual life cycle trend of each sub industry, mark Hua Fei understands that casual pants will have a downward trend after June, so there is no longer the front line at the level of stocking.

The flow rate of down jacket in the collection and purchase is obvious, but because the base of the down jacket is small, so in this big promotion activity, it is just to prepare for water storage. It is too early for a down garment to be operated off-season. Mark Ed Faye now accounts for 10% of the number of goods on the down jacket, mainly with the help of 618 anti season clearance, and an early test of the new popular elements this year.

Through the trade of business staff, mark Hua Fei learned that T-shirts also showed signs of decline after May, but in view of the larger demand of T-shirts, it was still the most important drainage category and main category.

Contrastive analysis of competing products

Mark Ed Faye found one of the stores in 15 shops to do competitive analysis, and analyzed the main price, conversion rate, class structure and traffic flow structure.

1. mainstream price

Competition: the main price of its T-shirt category is at 78 yuan, while the conversion price of 78 yuan is much higher than that of other prices. From the data point of view, even during preheating period, the conversion rate is still relatively high.

Mark Ed Faye: T-shirt shop mainstream positioning is 158 yuan, from the main discount strength, compared with the above analysis of competitors 10 yuan no threshold coupons, the main discount is very great, in addition to price cuts, shop activities to buy two to send one, plus gifts and official purchases of Tmall coupons doubled, and so on, so that the height quality grade products price concessions, so as to achieve a relatively good conversion rate.

2. distribution of conversion rate

Shop: Although the flow of T-shirts is strong, the purchasing power of T-shirts is much weaker.

Mark Ed Faye: the growth of the number of additional buyers is obviously higher than the growth of traffic volume. The rate of decline in the conversion rate has not been increased by a large number of purchases, which can explain the high accuracy of the traffic demand introduced.

3. tier structure

Competition: in the 85-110 yuan price section of the commodity is dispersed, of which, the best price range of goods sales is 65-85 yuan, followed by 110-150 yuan.

Mark Ed Faye: T-shirt shop mainstream positioning is 158 yuan, and product price segment of the hierarchical competition level is clear. Compared with the above analysis of competitors, Mark Ed Faye at 110-150 yuan, 150-225 yuan, two levels of product layout is more reasonable.

4. analysis of the flow structure of competing stores

Competition: the proportion of mobile search traffic is very high, and its access depth has also been improved. The growth rate of drilling and exhibition has increased by 271% in the near future.

Mark Ed Faye: the main source of traffic is free, hand search and other. Compared with the growth of competitors, Mark Ed Faye's precision traffic has more explosive growth. For example, the increase in purchases has increased by 76%, and the growth rate of other products has increased by 164%, and hand washing has increased by 42%.

Attachment: 7 key points of Mark Ed Faye's strategic layout in the year

1. feedback from the data market situation shows that there is no particularly high demand response for major T-shirts. The demand growth of casual pants is a bright spot. In the operation of mainstream T-shirt products, we need to take into account the matching and pushing of discount pants.

2. casual pants can not be arranged too long product line, from the main flow diversion ability, the main flow of casual pants distribution ability is relatively weak.

3. the demand for the down jacket before this round of promotion is obvious, and the off-season clearance is done by the benefit of the anti season sales price. In addition, it is possible to make an early test preparation for the new popular elements this year.

4. on the level of consumption price, the price of 85-110 yuan is that the consumer is still in the same price as the 65-85 competitors, while 110-150 yuan is on another level, and 150-225 yuan is another level of competition. According to this level, discount adjustment can be done to enhance consumers' cognition of price performance ratio.

Contrast and competition in the 618 years of the big promotion activities, Mark Ed Faye in the 618 two days before the storage capacity is obviously higher than the competitors, and from the two traffic increase and purchase volume increase, Mark Ed Faye is also in the lead. It is very obvious that its discount, so that many products have pulled down a grade price, so that the cost performance soar.

5. from the comparison of traffic structure, competitors occupy a great advantage in wireless search. However, the growth rate of Mark Ed Faye is higher than that of the competition, but the traffic structure needs to be adjusted accordingly.

6. during the warm-up period, our visit depth is almost negligible compared with our competitors. It is almost the same as the daily visit. Therefore, we should make some adjustments at the shunting level, and combine the characteristics of the products to make the corresponding related product planning.

7. through daily feedback data (combined with the observation of different activity intensity for data performance), we predict the performance of the preheating period and the spanformation of the products during the activity period, so as to make detailed planning for the commodity reserves.