There Are Three Problems In The Classification Of Online Shoes And Clothing Products.

According to the world clothing shoes and hats net, I stood there.

Commanding heights of the industry

International Holdings Limited officially announced the delisting, "a generation of shoe king" fell.

Looking back at the whole BELLE incident, sticking to traditional channels, blindly expanding the category and lacking the ability of independent marketing became the important reasons for BELLE's pformation failure and decline.

In recent years, China's retail channel environment has undergone tremendous changes. The era of traditional department stores as the main channel has passed, and online consumption has gradually become the preferred channel for consumers.

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In the vigorous development era, the footwear industry as a traditional pillar industry has been challenged unprecedentedly, and channel innovation has become an important force for shoes and clothing enterprises to seize the market.

Traditional enterprises have joined the electricity supplier in succession. How to grasp the opportunity of the development of the era and call the online channel new profit growth point has become the key to break through the traditional shoes and clothing enterprises.

Footwear industry is a industry with strong timeliness and diversified consumer demand. Products often have the characteristics of small batch, multi category, strong seasonal and short cycle.

More and more enterprises are making efforts to pform the "Internet +" enterprises. However, after the blind "electric shock", the strategy of rush to shop and daring to replenish goods has caused the coexistence of high inventory and high shortage of online channels, which has led to the deep inventory problem of enterprises.

With the concept of new retail and meticulous management and operation put forward, how to optimize the category structure of online retail stores from the perspective of product classification is an urgent problem to solve.

Based on the in-depth study of several online brand shoe and garment enterprises in China, the author finds that there are three problems in the classification of online shoes and clothing products.

1, the classification of product categories is not clear: the existing shoe clothing online retailers lack the product classification system. The research on product classification in academia focuses on the marketing point of view, forming a classification pattern with the mainstream of consumer behavior thought and other classification methods. In the actual application of enterprises, the classification method is too arbitrary, and the basic attributes of products are used as the classification standard, and the application is not flexible, so it is difficult to grasp the market demand;

2, online retailing enterprises lacking online professional product classification management mode: more and more shoe and clothing enterprises increase online sales efforts, but the consequent online price wars and inventory dumping lead to the phenomenon of "high inventory" and "high shortage" in online channels. The root cause is that traditional enterprises often rush to shop and darn up orders to replenish goods in order to cope with the rapid growth of orders.

3, shoe clothing and other products have their own characteristics, the product classification management is difficult: the shoe clothing product has short life cycle characteristics, with the sale season and the change of consumer demand caused by the decline in product use value (devaluation), fashion product sales season is often only 2-3 months, and with popular elements, seasonality, consumer preference and other factors, the inherent characteristics of the fashion products, such as high demand uncertainty, short life cycle and other characteristics of fashion products supply chain is difficult to achieve the perfect match of supply and demand, at the same time, with the industry competition intensifies, a large number of enterprises' behavior leads to a dramatic increase in the number of single products, bring enormous pressure to the online store management.

Thus, unlike traditional retail enterprises, online retailers receive more factors from the uncertainty of market demand. Traditional mode of management can no longer meet the operational needs of online retailers.

In order to adapt to the development trend of the retail industry, category management should be developed in two ways. First, retailers' concerns shifted from products to consumers. The two is the pformation of zero supply relationship from antithesis to seamless link in the environment of e-commerce.

In the face of hundreds of thousands of products, how can effective product classification be able to meet the needs of the market quickly and efficiently?

First of all, shoes and clothing enterprises need to build a product classification index system, and use different labels to segment products. The labels include basic attributes of products, dynamic indicators of products, consumer cognition and shop form.

Among them, the basic attributes of products include static, unchanging labels, such as series, functions, colors, sizes, men and women. The dynamic indicators of products are the business indicators such as sluggish, turnover, profit margins, etc., by analyzing sales volume, sales, channels, market activities, revenue and cost data, taking into account the factors such as sales cycle, holidays and e-commerce operations.

In terms of consumer cognitive data, by analyzing consumer behavior data, such as age, income, order price, shopping preference and online shopping frequency, user portraits, user activity and user value are depicted. In terms of business data of shop form, based on factors such as average daily passenger volume, conversion rate, customer price, store dynamic score, reputation level and other factors, the relevant indicators of store goods are formed.

Furthermore, combined with the trend of the life cycle of shoes and clothing products, the weight division and cluster analysis of each feature factor in the product classification index system are given, and the product combination labels are given for the products after classification. The common commodity labels include smooth, stagnant, fluctuating, importance and liquidity.

The slow sale classification of online products is an important part of product category planning. To some extent, sluggish sales analysis reflects the popularity of the products. The analysis of the sluggish sales of products is closely related to the inventory management of enterprises and the new plan of new products.

The overall sales volume of the shop is driven by the best seller, and there are two ways to generate profits. One is to introduce a lot of new products to the best seller, and the other is to promote sales of the unsalable, and boost sales by quantity. Two

Because of the rapid rise of interconnected marketing and promotion, more and more shoe and clothing enterprises focus on creating online explosions and creating more contemporary brand images to generate more traffic and orders.

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Reasonable online product classification management helps to plan the business level of enterprises, including the new stage plan, inventory plan and pricing and promotion plan.

1. The new plan at the stage: shoes and clothing enterprises need to analyze the property information of salable products and unsalable products, determine the bestseller attribute set and attribute contribution degree according to the frequency and confidence level, sell the new rules of new products and study the value significance of the new products.

2, clear inventory plan: shoes and clothing enterprises will show that the products that have been delayed or have been off shelves should be treated as clearing deposits, mainly through the arrangement of price reduction promotion and gift giving.

3, pricing and promotion plan: Based on product dynamic label, competitive price and other factors, the dynamic pricing mechanism is formed, and the final promotion plan is formulated according to the corresponding promotion method.

From the point of view of product classification system, we develop a classification index system specially designed for online apparel retailing enterprises, so as to help enterprises make better turnover and promotion plans.

From the point of view of category management, the integration of short life cycle of shoes and clothing makes the category management have a time dimension division, so that the products in the category can be closer to the real product, so that the enterprises can make better use of the classified data for stage application, adjust the production allocation plan, and achieve the optimization of product structure and resource allocation.

From the point of view of enterprise operation, the establishment of product classification system in the same period of sale will help to establish a classification system for the whole sales season of other shops, so that it can provide more comprehensive guidance for enterprise category management and demand forecasting from multiple dimensions.

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