Key category operations: Two category, quality commodity mining

Key category operations: Two category, quality commodity mining

Dig new goods and move new markets. In the second half of the market women will focus on key categories of operators, mining two categories of high-quality goods. Fortress category such as trousers, jeans are made all year round; The key category is chiffon lace shirt, suit, shirt, coat, fur, fur, and the most important category will be divided into two seasons, one season is a dress, T-shirt, there is a season is down jacket, woolen jacket, wool knit sweater, sweaters. The whole key category to this year's theme is cost-effective, and which sellers and goods cost-effective, manufacturers direct supply compared to the three-way traffickers relatively cheap.

There are several sources of direct supply for the factory. 1, silk, wool, cashmere, leather Origin museum. For example, the cashmere in Guangzhou and the cashmere in Xinjiang Inner Mongolia will certainly choose the cashmere in Inner Mongolia. Small two will be a source of material to do a training, we will know where the best cashmere to come; 2, the basic section of the cost-effective model exploration. Because to do is the most easy to do is a number of basic sections, do well also easy to explode. The market will have a model of the explosion, and the second will have their own experience to judge the building of the explosion. 3. Regional quality brand. Mining local brands, such as Tongxiang, jiaxing knitted sweater township will be some small size in the local quality manufacturers brand, 4, women's Professional category sellers &oem Foreign trade manufacturers. There are some products on the platform of the quality of a certain level of take-away business, foreign trade products of the same quality but the price is cheaper than internal sales of products. 5, 1688 factory introduction and inspection model attempts: 16,881 to do wholesale manufacturers can try to expand a new channel in the market. 1688 is certified, but some factories are not certified, Taobao small two will go to the factory inspection first.

These manufacturers direct to the business will also give appropriate resources marketing recommendations. For example, fair women will work with a good factory. A certain percentage of pits are reserved for market sellers; For example, special materials advance pre-sale mode, special material products in order to reduce the risk of sellers to provide pre-sale mode, the first order after the merchandise; Wireless end recommended, wireless target consumer population reach rate is more easily delineated, based on large data, If the activity will be pushed to the form of push to the corresponding consumers. There is also pick up the shopping guide and wheat holding group, the transaction increment needs the flow of business flow; each quarter of the focus of new products, search list will also have a focus on the recommendations.

In addition, the service contract protection should be strengthened. In the whole network has been retired for seven years without a reason to refund, the implementation of 7+n services, n sellers can be customized, can be 3 days or 5 days of returns. At the same time, there are refunds and freight insurance to promote the popularization of special category materials will have a guarantee book, consumers will have a purchase after the electronic agreement contract.

Vendor tiered operation: No size, only good or bad

Before looking at the seller to tier most of the transaction amount to measure, this year's turnover is of course a standard, but not the only standard. This year distinguishes the brand, wants to see the store operation ability and the supply chain is stable. The selection of the seller of hierarchical management, divided into inferior sellers, base sellers, quality sellers, style sellers and Amoy brand sellers.

It is understood that the women's category will be a large amount of sellers set an industry baseline, in line with the conditions to become the basis of the seller, not in line with the inferior sellers, screening conditions of two, the actual film qualification, and the industry based on the model of seller service standards. At present, there will be two channels to obtain the actual shooting qualification, a model of the seller can be made through the free use of "real film protection" products to obtain the qualification, two for non-model real film sellers (racquet and tile) through the investment platform for registration, through the audit to obtain qualification. Of course, there are more and more convenient ways to get the qualification. Based on these two conditions the machine audits the selection of 2w base sellers.

Next comes the premium sellers. First of all, to meet the industry base, followed by a certain style, there are two styles, one is strong style is a weak style. Strong style is easy to understand his dress details are unified theme elements, the seller has a lot of merchandise planning capabilities. There is a weak style, the weak style is the store's target consumer groups can be consistent. This part of the Sellers organic trial standard and small second audit of the common screening out 4k sellers.

The top floor is Amoy brand sellers. This part of the sales and regulars, fixed on the new, style has a certain assessment. General 30 days deal is 50w, the rate of regulars is about 15%, sales requirements will change with the season.

Conform to industry baseline to participate in official activities and recommendations. Premium sellers market officials will push through a number of channels, such as the cooperation with poly new products Amoy brand, and when the platform needs to rush transactions and peak time, Amoy brand sellers is certainly a priority.

On the other hand, the platform to strengthen the seller's operation and communication, contact and transfer of merchants accounted for more than 60% of the business of women's market. Consumer demand feedback from the shopping guide can be quickly fed back to the seller side and quickly get the corresponding different levels of the sellers. In addition, because the small two has been changing, the need to build business files, basic information, the content of this material precipitation down. will also be through the gang industry, Wang Wang group to strengthen communication with the seller.

Theme Market Structure: New product market, style market, middle and high-end market

All sellers are more concerned about the channel problem, consumers can see through which channels of good goods, the second half will focus on creating 3 theme markets.

New product market. What is a new product? First of all, the most basic new products are first-hair products, the newly-issued commodity system will automatically hit a standard, the main search will reveal new products, there are 14 days. Second, when the new season, to meet the first, Ching, uniqueness, users pay attention to these conditions. Third, the quality of new products belong to the first, Ching, user concerns, praise. Users are concerned that we may consider user collections and product collections.

High-quality new sellers will be on the new volume, the new number of times, the new cycle of the ability of the study, as well as the membership of the Foundation and stickiness. New product operation Capability investigation.

On the new product market sellers in the main search, industry list, new product vertical market, mobile Taobao, new product marketing, new products and new groups will have the resources of the tilt.

Style market

How does style manifest? There are several dimensions. First, product materials, including color, manipulation, elements, profiles, patterns; second, the merchandise Picture: collocation, background, makeup, lighting, expression modelling, can conform to shop style. Third shop shop recruit, brand performance, the overall design, color, font. For example, this seller is selling Japanese women's clothing, shop decoration Buzz Shop, it is not a unified style.

The style incubation market is divided into 3 stages. The first stage: The style, the tree benchmarking. The steps are roughly four-style confirmation-style sellers layered standard confirmation-style benchmarking sellers nurturing and investment-style incubation market set-up-style merchants settled in. Second stage: Fine style. The style subdivides the market to blossom. The third stage: The style of the crowd shopping guide-personalized recommendations.

Middle and high-end market

Consumer research data can be seen in 2010-2012, 18-25 years old, the number accounted for more than the annual increase of light mature female and mature female turnover, the number accounted for the decline of the 2013 teenage population loss needs further analysis.

The loss of 35+ (25-34-year-old female) and mature female (transaction accounted for lower than the quality of the product itself, the style has a certain demand, began not blind pursuit of popularity, in the pursuit of popular at the same time will be combined with the suitability of their own needs, a strong sense of store ownership. The percentage of teenage girls in 13 is lower, and the market needs can be met from the style market.

In the high-end market, the comparison of special rules of play is the quality of sophisticated brands, independent design popular high guest single shop. will be put into the fashion of high-end magazine-type marketing activities, will find material clothing experts to recommend material brands, large-scale conference show to try to carry out, as well as targeted consumer targeting.

Wen/Chen