How To Create A Way Of Survival For The Already Dangerous Women's Trousers Category?

No matter what category to do, there is no shortcut to understand the characteristics and play of the purpose of the class.

The selling point can break through quickly. Many people understand it, but how can we do this step quickly and well? That is to see more and compare.

Today Xiaobian will share an article to the babies.

How does a small seller find his own way to survive?

Clothing business is no stranger to trousers category, but if the whole shop only sells pants, and it should be done well, there should not be many reasons. There are only a few reasons: single category is hard to support the turnover; trousers are not many styles coming back and coming every year, it is very difficult to break through; the pants industry is almost monopolized by several big stores, so it is difficult to cut into it.

No matter what the problem is, it comes down to one thing: trousers are hard to do.

Before reading the article, Xiaobian wants you to ask yourself 4 questions first.

1. shops only make pants. Are you scared?

2. at this stage, Taobao, the whole store can only sell more than 80 thousand by a single explosion, do you believe it?

3. can the increase of wireless terminal traffic make a shop get rich overnight?

4., no official activities, shops will die?

If you have an idea for the above 4 questions, please go on to look at it: now, many operations, no matter what category we do, we must first understand and familiarity with the category. Therefore, we should first cut into the industry, and then make strategic planning with our own products and stores. Is there any mistake? Yes, that's right. So, no matter who doesn't know how to operate, we begin to deification industry analysis.

Next, take a women's pants shop as a case to share with you how to create a survival way for the already worn women's trousers category.

First, trousers present situation analysis

In early March, the shop found only 12 treasures in the shop, and more than half of them were in autumn and winter.

There are only two or three spring pants that can still be sold in the spring, and it is impossible to put up new products in the short term with the existing production chains of shops.

1. industry analysis

The 12 treasures in the shop are only two or three seasonal pants, but the other businesses in the season have already sold tens of thousands of pieces, and the price is not expensive. The shooting is also pretty good. It is hard to find the points that can be surpassed, and basically are big businesses. The supply chain, capital investment and design photography are much better than us.

The competition for products in the season is large, and the summer trousers that are going to be hot are not in fact. In fact, the store is in an awkward stage.

At this time, we still choose to return to the industry.

After pulling the pants data for a quarter of last year, we found that bottoms were still hot in March and April. In order to change the current situation of the shops, and with the existing supply chain, we still choose to push the small legends that are currently sold.

After the industry investigation and determination of the main product of the store, the company began to look for direct competitors and make targeted surpassing plans.

2. competitor analysis

For competitors, we also analyzed a few, and found that no matter the price is higher than ours or lower than us, we have sold tens of thousands of pieces. This gives us a lot of confidence that the price is not a big factor, but how can we get a cake from such a strong opponent?

In fact, a good product lies in its selling point, and it can grasp the pain point of the product to the maximum extent. Consumers do not care what their characteristics are, or even what they have bought.

Consumers are more concerned about the benefits that products can bring to me and the loss they bring.

We began to delve into the details and evaluation of competitors. We found that the details page of girls selling small trousers is slim and slim, with a higher proportion of legs, a more powerful shop, and some tests of stretching and washing to verify the quality.

Looking down all the way, we found everyone's selling points were the same, and almost all talked about the same selling point.

3. self shop review

Read many of the details of the competition page, most of which are sold well and beautiful, and almost all the selling points of small pants.

Then what point should we sell?

Because I am also a little trouser enthusiast, I am very aware of the fact that it will be very distressing to wear small pants for a long time.

At the same time, we found that most of us didn't enlarge the point of "no wire drawing" through the comparison of the selling points. In order to have more data support, we summed up the buyers' evaluation of the competitors, and found that most of the consumers bought small pants as well as I would be very interested in spinning. So we immediately decided to make "no spinning" as our selling point. In the page copy, we all reflected that our product was not spinning, and then in line with the activities inside the store.

{page_break}

Just took the pants shop, shop sales at five hundred or six hundred, less than 500 traffic, but found that more than 85% of the pactions are from the wireless terminal.

So we regard the wireless terminal as the best way to break through the shops and increase the turnover quickly. We should optimize the following aspects.

1. wireless page decoration adjustment

Wireless home page: shop baby only 12, so put all the treasure of the store on the front page.

The main push is mainly to display products with different posters and different details. The other styles will display all the colors in order to enrich the front page and give consumers more vision.

Wireless terminal details page: multi graph less word, large font, in line with the wireless terminal browsing habits, highlighting the "no spin" selling point, image display to screen a picture for the principle of typesetting.

2. increase the release of micro Amoy and improve the interaction of wireless terminals.

Changing the habit of shop never taxing, from the shop activities, product process introduction, product matching, skin care beauty, current affairs hot spots and other small pants enthusiasts start every day regularly released micro scouring, increasing consumer habits to see the shop every day.

3. payment channel traffic adjustment

In the early stage of the payment channel, the through-train is the main way (by delineating the whole network in line with the crowd) to focus on the accurate flow, and when the sales volume and the crowd are stable, the drilling and exhibition will begin.

At the same time, in view of the recent hottest Taobao people, we have selected some of the senior costumes and some of the best recommended customers in the market.

4. early promotion

Focusing on competitor's promotional activities, most of them use single product package, but our store sells promotional activities that are different from them and have greater efforts to buy one get one, so as to break the zero sales volume of shops and increase the flow of shops.

Half a month later, store sales increased from more than 500 to 2.5W, paying traffic accounted for 13%, 96% of the pactions from the wireless terminal, shop more than 70% of the flow from the free flow of hand washing.

The stable turnover of small trousers not only brings the high turnover of the shops, but also improves the ranking of the product industry and the ranking of the stores.

From 500 place, TOP50 and TOP100 jumped.

The end of March and the beginning of April should be the golden age of the new summer promotion. However, the shopkeeper is still one step behind them. It is not until mid April that a new pair of legged trousers is introduced.

So at the end of March, we made plans for the promotion of small trousers and wide leg trousers.

One and a half months later, the store's daily sales increased to 8.5W, and the payment flow accounted for 15%.

Three, how to play the pants category

1. the style of trousers has little change, so it is a high volume sales. If there is not one or more high sales support, it is difficult to make a separate shop for trousers.

Those who run pants shop know that the styles of trousers are basically unchanged. For many years, those styles are coming back and forth. However, regardless of whether there are changes in styles, each girl's wardrobe always has so many identical trousers.

So if your shop is the main pants category, and there are one or more high volume sales, you will be able to quickly run to category TOP shops in the category of experts.

The 2. category of high sales volume can also become a high sales volume of shops. The core selling point is the life of products.

Now, even those who have not done Taobao know that it is difficult for a shop to cut into the Red Sea category. Even if we really want to do it, we need a lot of capital to get the chance.

However, for trousers category, this is not the case. Just like the trousers category just mentioned earlier, the change of style is not big, which means that the competition of the same type will be more severe than other categories.

But it's not terrible. What's terrible is that you don't know your product well enough, and you don't know how to pack the selling points of the product.

The same selling point "high waist", product A said I was high waist, product B said I was modified waist line, the same selling point "frivolous", product A all year round said "I am thin and no burden", product B winter said "half thin ten times warm", summer said "light and breathable, not like the same wear".

3.PC era is dead, it is difficult to break through, from the wireless start, fast cut.

Perhaps now many shop operators, from the shop opened, began planning my PC terminal shop how to decorate, how to do activities, and then ask a wireless it?

But if you do a circle, you will find that the shops are still in place, and they are constantly looking for the best sellers to rush through the sales volume, but there is no one without them.

Who knows, now is the era of wireless, PC if it is very difficult to break through, you can quickly cut from the wireless terminal, especially now the rise and support of Taobao people, to shop more opportunities without foundation, as long as your store and products have advantages, there will be a lot of traffic in the wireless terminal.

4. low product selection will push ahead and miss the opportunity to miss sales.

With the increase of consumption level, more and more shops do not sell low order products. They run to sell huge products and find it difficult to sell them at the end.

In fact, regardless of whether the consumption level has been improved, the psychology of consumers who like the products of good quality and low price and value for money will not change. That is to say, the existence of low customer orders or low order market exists.

However, businesses who are making low orders often fall into some misunderstandings. For example, the decoration and sales promotion is ready to be promoted slowly, and the pages of other stores are moved to promote the baby.

In fact, aiming at the low priced unit price baby, as long as we find the potential treasure and find the difference selling point with other stores, we need to promote it quickly, let the quantity of the product go up quickly, do not miss the opportunity of promotion, otherwise it is easy to miss the opportunity to make the most high sales volume.

5., competition in the industry is big, and we should cut it quickly from a big push.

As far as pants category is concerned, the competition between stores is very large. We can choose to buy one get one, buy one, buy * * to fold and so on without affecting the promotion price of products, and quickly build the basic sales volume, and then gradually adjust the sales promotion mode after sales rise.