Taobao Women'S Clothing Will Promote New Live Broadcast

From 2016

It is easy to see that several changes are quietly occurring in the overall performance.

First of all, style sellers and big factory sellers are being redefined, and women's clothing products have been further improved based on style and quality.

In addition to the big sellers in the stage, a group of small and medium-sized sellers of great style have also been excavated and promoted.

Secondly, the direction of operation is gradually moving towards content, and the way of single category operation is no longer sought after.

With the upgrading of consumption and personalized demand, high-end

And the big yard market is being prepared for construction.

Finally, combined with the new marketing new method, the "new force week" series handed out beautiful report cards, and the red shop stores are still showing their strength, and at the same time, more businesses are involved in it.

In this year's double promotion, live broadcast is a definite play and will be based on different businesses to launch different themes.

The following contents are from Taobao women's double promotion business communication meeting.

Double direction

In the same way, the direction of double promotion in 2016 is similar to that of previous years.

Double 11 emphasizes stocking, stimulates consumers' desire for purchase with new products, stores enough goods, and maintains old customers. Businesses need to seize every flow entrance that can be grabbed.

And double 12 pays more attention to the sales gameplay, through discount, interaction and other marketing methods, and the depth of content combination, let consumers first play in it and then guide the paction, retain the traditional play, add new elements.

Live broadcast is a sure way to play, and there are different themes for different brands.

Jo Jo, head of Taobao women's wear, emphasized that the development trend of Taobao's women's wear industry is inseparable from products, customers and teams.

First of all, the seller of women's clothing is right now.

The style has spent a lot of energy and quality.

Second, consumers are changing and demand is diversified and personalized.

By focusing on customers, using content marketing tools to maintain regular customers.

Finally, the team needs to ensure that communication between personnel and platforms is accessible and the operation process is enhanced.

Fan operation content marketing

In 2016, the double promotion method was mainly based on content marketing, and the fans such as live broadcast were used to strengthen the maintenance of fans.

1 content shopping guide how to play under big promotion

Definition of content:

The core of the content is to have something to say, let everyone know what you are talking about, do what you want to know, pay attention to this content, pay attention to it and then spread it, through this content interaction, is the essence of content.

And content needs daily accumulation to break through in big promotion.

Double focus on content shopping guide:

1. personalized display: first, white base map (not white model map, white tile map) all personalization channels need to be displayed in white base map.

Second, the foundation of personalization depends on the matching of its customers. The core logic is the daily operation of fans.

2. content entry: good products, guessing you like, Taobao live, micro, daily good shop, crowd, buy list, etc.

Live broadcast will be the focus.

Content strategy

- there are good goods, hand washing entrance + Tmall branch.

The core of the algorithm output and promoting investment is quality and image requirements.

- buy list, hand wash Home + Tmall venue.

The main push list and industry list can be registered through commodities.

In the single list, there are more than 3 white maps to show the location.

- crowd market, hand Amoy Home + Tmall venue + my 1111

According to the matching crowd and subject registration, the product recommendation name should be written in detail when the product is submitted.

- daily good shop, good shop and other resources.

The entry of industry investment must be through KA or seller.

Be careful:

1. mark as many products as possible.

2. store water ahead of time and do well in the operation of fans.

3. understand the requirements and standards of different channels, and make targeted preparations.

2 channel

Juhuasuan and Amoy rush to buy not to participate, gold coins and daily special price can sign up.

Quantization double 11 play

Five directions and 11 directions

The main paction: each shop to refine the target, the business needs to formulate corresponding paction targets.

Increase personalization: on the same day, the homepage will be disguised, personalized products will be exposed, and individual products will be personalized.

Content interaction: for example, live broadcast, KOL cooperation, etc.

2 marketing gameplay

The red envelope is the same as before.

A single store is full of official 5 stalls, and shops need to choose 3 files.

3 traffic changes

In addition to traditional industries, there are also parts of live and content channels, such as good products, lists, guesses you like, etc.

The bigger change is the marketing channel. This year, double 11 did not rush to buy and Juhuasuan.

Only gold coins and daily specials require businesses to make some adjustments in the dual 11 preparation plan.

The industry has its own traffic, such as women's clothing channel, IFashion resources, etc. will do targeted activities and investment, and do the offline diversion.

Live broadcast in content channels will be an important aspect.

4 venue structure

1. Taobao main venue, Taobao home page realisation, the entrance is different from the daily entry.

Among them, the entrance of the women's wear venue will be personalized and different user characteristics will have different ranking.

2. there are 9 products in the women's clothing sub section, and the sorting is personalized.

It is mainly divided into shops and commercial areas. Besides the 6 styles, the shop area has many "tone shops". The single product removes the regular products, but also adds a large number of women's clothing.

More good goods are the outer race area.

The market for horizontal market is mainly IFashion venue.

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5 investment rhythm

The investment rhythm will affect the time node of the stock preparation, and the sea election has already started.

It is emphasized that the number of business places will be opened this year. In October 18th, it will be the closing time of the infield. It is necessary to sign up in advance so as not to lose the opportunity to display on the personalized presentation.

Application requirements:

Women's clothes bid the seller, including the style hall, the big factory direct supply;

Set up double 11 play, shop red packet and full subtraction, etc.

The number of micro panning and map purchase;

Stock is larger than 300 pieces.

10 new products and so on.

4 time period, 1 shipment period, September 26th.

1. registration for the audition.

The deadline is September 23rd. Those who have not registered through the audition will not be able to sign up for any double promotion activities.

2. business inventory.

Each small two will stare at a number of sellers. According to the results of last year's whole year's distribution, the shop will arrange the docking professionals who are familiar with the business and have the right to decide.

3. cargo planning.

Compared to last year's double promotion and the whole winter sales situation, the big promotion is the wool coat, sweater and knitted sweater, pants and suits have the potential of explosion, and the down jacket and cotton clothes are not the sweaters.

Pay attention to the weather.

In October 15th, the double 11 style must be photographed. The registration of single products will be closed in October 21st, so as not to delay the registration time of late activities.

In from November 1st to 10th, we paid special attention to the purchase data and added the order time. After that day, we need to make some adjustments to the supply side of shops and goods.

2 impoundment period September 21st - October 21st

1. the deadline for registration is October 21st. The registration of single products needs to emphasize peripheral registration. All the products that participate in the activity are allowed to play the peripheral standard, increasing the probability of personalized recommendation, and the third party tools can change the price of the outer rim.

2. shop decoration has its own way to join the subscription page, such as shop coupons, full reduction and so on; shopping guide blocks must appear to be active merchandise.

Shop home decoration, thousands of thousands of hand washing, home decoration and details page can be done, in early October will gradually open permissions.

3. fans operation sub activities and tools section, activity article in "1010" has the first wave of winter new activities, during this period to help merchants do double 11 water storage.

Tools are used for direct broadcast; micro scouring will open a lot of permissions; old customers recall; guide attention and interactive service windows.

3 the active period is from November 1st to 11.

1. during the preheating period, the shops show and guide purchase.

Live broadcast, phased out new products, do not recommend a one-time disclosure of new products.

The use of interactive tools, such as micro Amoy, second kill lottery.

The beginning of the countdown of the old customers recall and purchase action.

2., on the same day, low flow time can be stimulated through high consumption single consumption stimulation and top list.

4 sale in late November 12th

The delivery schedule can be stated in the heading and details page at the latest delivery time.

After-sales service is not only the same day, to ensure adequate customer service staff.

Fans to maintain, do a good job in the overall comfort of fans, using live broadcast and other tools, preparation and delivery can be maintained by fans.

How to play live broadcast

1 authority

Permission to open live broadcast can be played by itself, divided into two parts. If performed well, it will be granted permission to open. If it is not good, it will be closed.

The basis of opening the rights: the first is the tag seller, the seller of the big factory and the seller of the style shop. The number of fans can reach the 40 thousand direct access rights.

If not opened in such a way, the W4 level will be opened directly.

There are also registration links in the backstage: Micro fans are larger than 20W; no penalty points have been awarded this year; 3 video contents have been provided.

Surfacing permission is the foundation of Taobao live broadcast.

Only live broadcast rights are allowed, and live video will be displayed in the cabinet of Taobao and live broadcast.

After opening the permission, additional feeds flow will be displayed.

Closing rules: one month after opening, 2 live direct seeding is required, and the duration is longer than 30 minutes, and the number is higher than 300.

The cover graph and title of the permission appear in violation of the basic norms, one warning and three cumulative.

2 live broadcast

Direct sale of household chores will be downloaded and live broadcast.

3 summary of experience and skills

Props preparation: Live special edition, mobile phone system version, network

Live content: script scheme, cover material, live preheating.

Interactive forms: Backstage functions, stimulating comments, and encouraging points.

Increase purchase price: pre sale price, clear button and multiple guidance.

Focus on skill interpretation: increase the number of viewers, do warm-up work, prepare materials and live cover.

Pay attention to the length of viewing per person.

4 daily play

1. live broadcast column: a Monday, a period of 2 days, every afternoon 14 - 18 points, a Monday theme, new products, cross boundary, holiday three lines.

2. thematic activities

3. sellers self seeding

5 ways to promote play

Double 11, Taobao live broadcast has 2 holes, divided into Tmall and Taobao, resource site seller investment, according to live broadcast program, selling point, double 11 planning.

Double 12 live broadcast is the key point. Half a month ahead of schedule is a live broadcast election, focusing on the quality of live broadcast. There will be live broadcast activities such as live broadcast of 10000 people.