Private Traffic Is The Only Way For The Success Of New Retail Shoes And Clothing Merchants

Youzan data shows that in the past year, the number of private users of youzan shoes and clothing businesses has increased rapidly. As of June 2021, youzan shoes and clothing businesses have reached 150 million fans in private domain, including Aokang, red dragonfly, Evely, urban beauty, Fanke, taipingniao and other top brands in the shoe and clothing industry, further accelerating the layout of digital private domain, and bringing a rapid increase in the number of fans that can be reached by businesses.

Behind these changes, it is confirmed that "the essence of retail has changed, and it has entered the era of 3.0 centering on human beings". According to Guan Yu of youzan CMO, in the new environment, businesses need to design marketing journey, build brand stickiness, provide exclusive products and personalized services around consumers and user needs.

The change of data shows that, in the case of rising public domain traffic cost, it has become an inevitable choice for businesses to excavate the "stock value", give full play to the "touch point" advantages of offline consumers such as traditional brand stores and dealers, and realize the brand "private domain user growth" and "member repurchase rate increase".

"Based on past data, we find that traditional offline stores, agents and shopping guide channels still play an important role in the process of enterprise's new retail transformation. To maintain sustainable growth, we need to fully play the role of traditional contacts such as stores and shopping guides through digital construction."

In addition, youzan's shoes and clothing businesses have also achieved all-round growth in terms of customer value, shopping guide sales and user's off store sales.

In terms of members, the number of member users of youzan shoes and clothing businesses increased by more than 60% year-on-year, among which, the overall sales contributed by member users increased by 31% year-on-year, while in the aspect of repurchase, the average number of re purchase of member users reached 5 times, the customer unit price increased by 68% year-on-year, and the annual sales contribution of single member increased by more than 35%.

In the past practice, youzan new retail has precipitated a set of comprehensive digital transformation scheme based on private domain assets, enabling the whole offline retail system through a "headquarters", and realizing the "store, shopping guide and member".

Xiaoxi, who is in charge of youzan's shoes and clothing industry, said: the passenger flow inside and outside the store and the shopping guide of offline stores have become the most effective and cost-effective way for shoe and clothing businesses to obtain growth. Shopping guide can make use of youzan's shopping guide assistant and enterprise micro assistant to realize distribution promotion, member recruitment, member management and real-time business sub Commission under the scene of store, departure and closing. On the store side, youzan provides the ability to scan the code to purchase, helping the store drain back to the store, and realizing the overall closed-loop of online and offline.

According to the data, the sales volume of youzan's shoes and clothing merchants increased by 93% over the same period of the same period last year. Xiaoxi specially pointed out that this increase "is not the data of turning the sales of offline stores up to online", "From 10:00 p.m. every night to 10:00 a.m. of the next day, the sales volume of youzan shoes and clothing merchants through private domain accounts for 31% of the total sales volume."

At present, the development of new retail business of different shoe and clothing enterprises is very different. In some enterprises, the new retail business has become the core component and growth engine of large-scale business. However, some enterprises are still in the initial stage, so it is difficult to go further. The key to this difference lies in whether the enterprises have thought clearly about the positioning planning and path map of the new retail, and matched the corresponding organizational relationship and ability.

On the basis of helping the footwear and clothing industry to build private digital solutions, youzan new retail also helps businesses to implement the solutions through a "accompany run" scheme, including service operation system, operation consultation, top-level planning and design, and basic operation guidance services.

Xiaoxi revealed that the construction of private operation system of enterprises needs to pay attention to four major indicators, namely: the increase of off store sales, the improvement of members' consumption power, the growth of the same store ratio of stores, and the improvement of shopping guide efficiency and income.