Electricity Supplier Data Analysis: 2019 Taobao Women'S Clothing Trend Interpretation

The versatility of a girl can be seen from her Taobao store favorites.

In the collection of small orange, in order to satisfy her daily commuting, and occasionally sexy and occasionally loli's dressing needs, 30 rich clothing shops such as the rich lady's home made of Sydney, ASM ANNA, my happy wardrobe, viya, Momo fashion dress, and so on, satisfied her daily commuting and occasionally sexy and occasionally loli's dressing needs.

Let the girl's wardrobe more lively also can not do without the Taobao women's clothing these years of careful farming.

In the 2019 Taobao women's clothing industry summit, Jo Jo, Taobao apparel director, said that Taobao's clothing had maintained a good growth rate in the past year, and she also put forward new directions and new goals.

This year, the focus of fan operation and crowd operation is to tap new customers and activate old customers. The business needs to pform from a business perspective to a consumer perspective, in order to find a more subdivided crowd and improve the accuracy of marketing.

At the same time, Taobao women's clothing will continue to support the characteristic businesses, and focus on creating special circles, such as Hanfu circle, design circle, loli circle, etc., through aggregating crowd, increasing the strong stickiness between merchants and goods.

Unlike in the past, this year, Taobao women's clothing will build a brand new industrial platform to match the featured businesses that do not have the strength of the supply chain with those with the strength of the supply chain but have no operation capability, so as to promote the healthy development of the industry.

Fans get the world.

Heavy fans operation has become the key word of Taobao merchants' mouth.

Taobao women's clothing director Chun two (flower name) on the market data analysis, she found in the characteristic business, Taobao women's clothing powder conversion rate is slightly lower than Taobao men's clothing; secondly, the fans operation gap is obvious, in the sales volume of ten million level characteristic business, fans account for a lot more than the proportion of non fans pactions; finally, through the women's clothing market, the characteristic businessman, the characteristic merchant old customers three dimensions analysis, fans IPV value is far higher than the non fans IPV value.

Deep cultivation of vermicelli is crucial to the store.

At this stage, the fans operation links are mainly divided into four steps, namely, the introduction of new customers, the pfer of powder and precipitation, the guidance of orders and the interactive return visit.

Take KA& red merchants as an example, at present, the current situation is mostly slow up, but the fans have a high turnover, so the operation of such businesses should focus on the introduction of new customers and the increase of the rate of pfer.

Most of the mid - lumbar businesses, most of which are on the decline in the turnover of fans, should focus on the pformation of fans' interactive pactions.

Inside and outside the station, with the help of micro, live, micro-blog, WeChat and other products, we can effectively complete the closed-loop operation of fans from new customers to interactive visits.

At Taobao's 12 million 150 thousand fans, Mrs. Wu's home, Sydney, has its own perfect fan business practices.

In the station's Micro Amoy terminal, the daily Sydney family will carry out the daily activities of the buyers with the fans for the show and comment on the raffle. On the new day, they will make the daily live preheating of Sydney ahead of schedule, during which they will be able to interact with fans through the donation of Apple mobile phones, beauty products, and some short message activation and recall of new and old customers.

On the micro-blog side outside the station, Sydney will maintain contact with fans through vlog short video and daily raffle.

At WeChat, Sydney's WeChat private account takes on multiple functions such as new, buyer shows, raffle and so on. For fans, adding WeChat, the top red man, means achieving dialogue with one to one.

Sydney side also said that through the completion of deep tillage operations, directly raised the fan buyback rate.

Of course, when it comes to fans' operation, we must never miss Taobao's live broadcast of a sister, Wei Ya. 2 hours with hundreds of millions of goods, she has also become a big benchmark for Taobao women's fans in the operation of fans. As a skillful player, she can always stand at the user's perspective to describe the functional points and demand points of everyone's attention, and the five or six hour live broadcast is stable without fatigue.

Crowd and circle operation

At the meeting, Jo Jo said that businesses need to complete the pformation from style operation to crowd operation this year.

"We need to focus on the type of people behind the style, and focus on the platform with data and consumption trends."

The style operation labels are divided into private clothing celebrities, commuter simplicity, street tide people, sweet and refreshing dimensions and so on, while the crowd operation is combined with multi data dimension and algorithm. Fine division analysis and classification are carried out. According to age, consumption power, stature, preference and so on, according to the age, there are girls, middle aged and old people. According to their figure, they are pear shaped, small, and chubby.

Therefore, we get the new label of national school flower, neutral handsome T, goddess of high cold and so on.

Through the combination of tags and the efficient matching of merchandise with the merchants, the output of the foreground scene will enable buyers to receive more accurate push and improve conversion rate.

In this regard, businesses are faced with the challenge of granularity. They should understand the applicable crowd behind a product.

After subdividing the crowd label, it can divide the interest circles of N young people. The circle operation is a major point of Taobao women's clothing this year, and it also helps to improve the business richness.

At this stage, Taobao women's clothing will test the current Han clothing circle and design circle, and then slowly extend to Lolita, uniforms, cos and other circles.

In the operation of circles, it is mainly divided into three parts: first, the position of the station, the use of micro Amoy and light application for content touchdown; second, marketing voice, the use of the market, such as the online and offline interaction, as well as outside the ring KOL, IP joint touch; third, business merchandise, businessmen dig out some of the characteristics of commodities, borrow the Chinese clothing, the daily line under the show and other ways to reach the fans of small circles.

Among them, the market, walk show, KOL voice will become the main push this year.

Through the operation of the interest circle, we should strengthen the appeal of Taobao in the minds of young people, take the "good circle" as the breakthrough point, and link the social / content / events with the commodity to detonate the flow of fans outside the station.

Taobao fashion line store

How to tap more traffic?

It is an eternal problem faced by businesses.

This year, it seems that there are some new ways to solve this problem.

In March this year, in the first floor of the Kerry Center in Hangzhou, the "Taobao tone Taostyle" Taobao fashion brand line store was officially opened. The store's brands came from Taobao clothing businesses, including the more than 30 Taobao brands, such as the red merchant Ayuko, the literary and artistic tonal brand jasmine and the Fu Su, the quality men's wear Thessnce and so on.

In the store, each garment has a two-dimensional code, scan code can reach the Taobao page, users can experience online order online.

It is reported that after this test, almost every brand has new customers who introduce 70%-80%.

Taobao fashion brand offline store

What's interesting is that in addition to seeing customers pick out the fitting in the store, there are occasional net red haunts in the store.

It is reported that the shop guide not only promotes the service of the customers, but also hosts the Taobao, and carries out the 24h all-weather live operation on line, extending the business hours while breaking the shopping space restriction.

At present, the main brands in the store are Taobao red shop or original designer brand.

They have accumulated fans on the Internet, such as Ayuko, who has 1 million 500 thousand fans in Taobao. They also want to have more distance contact with fans.

And this offline store can carry this function.

A month later, the owner of Ayuko will open a "fan meeting" here.

If you want to squeeze into the offline market, many online brands do not have the relevant operation and shop experience, so the store offers a new possibility for everyone, but whether this mode can really help businesses expand the marketing boundaries, but also to the market test.