Secret Tmall Clothing Double 11 Play, The Waist Business Or Exclusive Venue.

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"Not only is the carnival of big businesses, but also a key battle for the rapid growth of the waist sellers.

In August 12th, Alibaba Xixi Park held "double 11 Tmall".

"Waist business growth summit", for the waist sellers how to play double 11 problems were answered in detail.

This year, Tmall clothing double 11 set up a special waist business growth project group to empower merchants, and this is the first time Tmall clothing has disclosed double 11 content this year.

"Double 11 may have a special waist business venue," said Tmall blue dress marketing director, Qi LAN, who is preparing for this year's "double 11".

The attention of the merchants at the waist has been paid attention to.

Admittedly, Top businesses are

The sibling effect of the retail platform is no doubt that they are scrambling to rob the steamed bun.

But from the whole platform level, market segmentation as a trend of consumption upgrading has gradually broken through.

Focusing on the Tmall platform, the apparel industry has a large number of differentiated and styled waist businesses, including big codes, Chinese style and so on.

For this part of the quality of the waist business, Tmall launched the waist business growth plan in 2016, to integrate businesses, small businesses and resources into the platform, to divide the businesses into layers, to improve the business operation in the background and so on. In the three places of Guangzhou, Xiamen and Hangzhou, to conduct the centralized training of clothing merchants under the line, and through the core commodity screening mechanism, to push the competitive businesses TOP to Juhuasuan, panning clearance, rush buying and hand washing.

Compared with the head brand, the waist businesses are weak in brand power and goods operation.

Tmall Mens Xiao 2 Qingyang shared the layered logic of the Tmall platform for the waist merchants at the scene: the waist merchants were divided into four parts according to the paction, goods and service capabilities.

Among them, the turnover, goods and service ability are very strong, but the proportion of the waist benchmarks lacking in brand strength is 10%; the waist characteristic businessmen with outstanding styles or quality performance account for 20%; the medium potential with medium potential but the potential potential merchants account for 30%; and 40% of the waist pool merchants at the beginning of growth or the end of the life cycle.

Qi LAN revealed at the scene that double 11 might have a special waist business venue.

The admission criteria will be considered from the individual performance of the business, including the submission of photo materials for double 11 venue, the appearance and pformation of the merchandise, and the breadth of the paction dimension.

Compared with the KA merchants, the waist businesses are weak in the competitive advantage of the whole store, but the competitiveness to the single commodity is very strong.

At the scene, Qi LAN reminded businessmen that they should make full preparations for the shop owners and TOP funds before double 11.

"The structure of double 11 goods has not changed much this year, mainly in season."

According to the situation of double 11 last year, clothing and autumn and winter merchandise accounted for 60% of the total turnover. Double 11 of Top accounted for half of the turnover. Therefore, businesses should work hard on the main push and explosions.

The killer of high guest and high pformation: personalization

Looking at the main marketing rhythm of Tmall clothing in the second half of the year, including the "new autumn and winter fashion" at the end of August, the "winter new" activities in September, "double 11", "double 12", "annual goods Festival" and the Spring Festival not closing, and other marketing activities.

Among them, double 11 as a global buyer's Carnival, especially by businessmen.

For businesses, double 11 is still most concerned about the customer price and the user conversion rate of the product.

So, what is the killer trick to achieve high guest and high conversion this year? The answer is: personalization.

Last year, "double 11", Tmall made the first attempt at 1000 faces.

"This year, double 11 will also make adjustment and optimization of algorithms for full individualization."

Qi LAN admits that the algorithm and inventory will be bound together, which will test the depth of business goods.

Qi blue revealed that this year will be fully personalized in the whole link, the so-called "full link" includes activities, advertising focus, and so on.

For businesses, the key time for the first 11 months of the double three is to make sufficient precipitation and exposure through commodity sales or participation activities, to develop users' potential habits, and to observe the overall performance of TOP products in this process.

She also reminded that the collection of daily members can also provide personalized water storage and help improve the conversion rate during the double 11 period, so the more personalized material for double 11 is, the better.

Live play can not be less, pre-sale merchandise must have a topic.

In addition to the form of personalized shopping guide, as the most popular play this year, live broadcast is indispensable in double 11 nature.

Qi LAN revealed that this year's marketing direction will pay more attention to entertainment and interaction, and will broadcast and interact throughout the period of warming up, preheating and formal outbreak.

Live broadcast is only one of the forms of interactive entertainment. The secret behind it is that Tmall will connect all store businesses to bring potential customers to the store through interactive way, while playing fans interaction.

"This year we will provide columns and ports from all aspects."

When he answered the business questions, Qi Lan said, "if the business is creative or the contents of some brain holes are wide open, it will bring fans to the shops and have a good effect on preheating."

She warned that from the preoccupation, pre heating to formal outbreak, the marketing rhythm is long, and a good marketing idea can bring continuous attention to the shops.

On the issue of pre-sale, which is most concerned about by businessmen, Qi LAN emphasized that the pre-sale products would sell more goods with pre-sale mentality, such as topic money, star cooperation funds, limited money and so on.

"We hope that businesses will be able to match the pre-sale of goods and goods."

Overall, personalization is the 11 important element of this year.

Tmall's overall support for the waist businesses will rise.

Field Tmall clothing Xiao 2 also said that specific marketing gameplay and tools will be announced next week at the clothing category conference.