How to improve user tag matching when opening a Taobao store?

　　The rapid development of the Internet has accelerated the pace of information symmetry. In 2016, we saw some changes in Taobao:

　　A group of stores that were booming in 2014 seemed to be silent in 2016; in the wireless era, the recognition effect of brands is getting weaker and weaker, and the era of products is king has arrived; under the new communication environment and new consumption behavior, traditional e-commerce brands have been aging and even marginalized; the rise of some new brands can achieve a turnover of over 100 million in just one year; essential competition returns to competition in the supply chain system; conventional promotion methods bring about a slow growth rate of fans; Taobao "has themes every month and activities every week", do you feel activity fatigue? In the mode of thousands of people and faces, has the instability of traffic inexplicable? etc.

　　To be honest, when making future plans for the store, how many people dare to plan two years later. The changes in Internet companies are enough for a year. Especially in the wireless era, the turnover will drop as soon as you say it is reduced, and the traffic will drop as soon as you say it is gone. What is the real reason at all?

　　The speed of product iteration is very fast, fragmented traffic channels are elusive, the supply chain system is difficult to be flexible, and the pressure on small and medium-sized sellers is getting greater and greater! But at least we can realize one thing: managing your user tags well and often disrupting user tags will only accelerate the pace of the store's decline, such as: the styles are often changed, the new products are very different, the visual positioning is not accurate, and the marketing methods are not matched...

　　Therefore, in the era of labeling, we are worthy of serious consideration! Management seriously!

　　Today we will talk about the relationship between user tags and visual system.

　　The visual expression methods of wireless terminals are increasingly converging to simplicity, personality and fun. The small mobile phone screen and vertical screen thinking begin to occupy the minds of consumers. No matter how tall a PC page is, it cannot increase more turnover.

　　We know that if you want to build a brand, you will create a culture and a lifestyle. We must consider the changes in the brand in stages. In addition to reshaping and sorting, we must also consider its consistency and continuity, and more importantly, its forward-looking nature. The phased creation of brand power is reflected in the stage where the categories should be expanded, the stage where the IP should be used, the stage where the celebrity partnership should be activated, the stage where the sub-brand should be extended, etc.

　　Of course, the fulcrum of all this needs to start with a series of accurate user tags. Only when the tags are accurate can they run through the entire process.

　　With a sufficiently accurate user tag, we can paint a portrait and build a portrait of a group of people. Researching accurate labels is equivalent to studying precise populations that use your products.

　　No matter how powerful the product is or how powerful the operation method is, the changes in this era are instant and invisible. The fan economy is coming, and every business should establish the thinking of "media editor-in-chief" to run your store and fans. Just like establishing a magazine, you need to continuously produce interesting content in order to adapt to the trend of the times. Because every product you have is sold to users with the same label and taste. If a merchant does not have the ability to be an editor, he will definitely suffer in future marketing. Because under new consumption behavior, users pay special attention to the experientiality of products and services during the purchase process, and prefer social and entertainment.

　　So, how to use labels to match the visual system?

　　First we have to find as many users as possible to accurately label:

　　Usually, the labels we describe store positioning are 18 to 25 years old, college students, young women who have just entered society, fashionable and casual people, etc. Similar explanations, in fact, this description is actually very one-sided and superficial. It is difficult to find a breakthrough point when given to any designer. We should find more labels, such as: preferences, personality traits, zodiac signs, consumption ability, like makeup, love beauty, keep pets, like traveling, use Apple phones, drive BMWs, love to eat fruits, like to watch movies, etc.

　　With the accurate label, you can start planning:

　　We use the backward method. Suppose your store will hire a celebrity endorsement or partner in the next year, who will you hire?

　　This question is worth your careful consideration for a week! Two weeks! One month!

　　Strive to find the "star" that matches the same label, and you will find the planning direction!

　　Suppose our products are mid-to-high-end women's clothing, and the consumer group is high-end white-collar workers in first-tier cities. They are capable and quick-witted, have received higher education, have relatively high monthly income, frequent business activities, are caring, love for charity, etc.

　　Below I will take "a certain star" as an example. First, I will collect a large number of pictures of her and then select photos that match the style:

　　Let's look for the label attributes of "a certain star":

　　"A certain star" has a straightforward personality and always gives people the feeling of being an independent, individual, low-key, tenacious and righteous woman. She is diligent and dedicated, down-to-earth and self-disciplined, and conveys positive energy with practical actions. In performance, she is an actress with flexibility, wide range of acting and a "symbol" in blockbusters. She can master various themes and interpret the role in a very meticulous way. Her good acting skills have won her recognition of authoritative awards many times. She has acted in many action movies before, and she can be said to be a veritable hero. At the same time, "a certain star" is closely related to fashion, and her supermodel-like hard-photo expressiveness is highly praised by major fashion magazines. Her unique temperament also makes her popular among high-end brands. In addition to his acting career, "a certain star" is enthusiastic about public welfare, initiated and personally participated in a number of environmental protection charity activities, actively participated in it, and took on the responsibility of giving back to the society with his own actions.

　　After summarizing, we analyzed the representative pictures collected from the following latitudes: personality traits, style tone, expression and movements, lighting and props, makeup, scene-based, accessories.

　　1. From the perspective of personality traits, we find the concept that matches the product style: independent personality, clean and neat, simple and generous.

　　The brand personality and brand temperament we often talk about are first reflected in the personality characteristics and lifestyle of the customer base that uses our products.

　　The temperament of a star often represents the temperament of a brand and gives the brand a certain "symbol characteristic". Typical successful cases, "Sing Tiancheng" have several major brands, such as: "Sing Tiancheng" used "Sing Baby**", "Du", "Song", "Tang", etc., and grew rapidly in 2016 and achieved good results in the women's clothing field. As shown in the figure below:

　　2. In terms of style and tone, the cool tones of dark blue and purple give people a solid, tough, mysterious and dreamy feeling, and have strong feminine and calm characteristics, as well as rational and accurate images. We can find similar materials as auxiliary elements in the design:

　　When designing the page, we can find more relevant material elements as design basis and use them in the same color system. We can also use blue as the basic tone and purple and black as auxiliary colors.

　　3. In terms of expression and movement, the eyes are firm, confident and powerful, and calm; the movement is large, and the body language is very tense and elastic, reflecting a dynamic feminine charm, as well as a sense of fashion and international brand, which conforms to the brand's tone demands.

　　4. From the perspective of lights and props, the focused hard light shape is adopted to enhance the contrast of tones. The profound shadow is very dramatic and interesting, directly reflecting the tough independent personality; the auxiliary props of the supporting rods, air tires and stools enhance the charm of the lines.

　　5. In terms of makeup, the slightly lower saturation bronze complexion looks healthy, sexy and elegant; the longer and pointed eyebrows and eyeshadows depict straightforward and powerful personality characteristics, deepening the memory image of the picture; the hair tied up after being tied up makes it look clean and neat and elegant.

　　6. From the perspective of scene, abstract combination techniques are adopted, and the grainy walls are enhanced to enhance the layering and three-dimensional sense of the picture.

　　7. In terms of accessories, the exaggerated metal bracelet accessories highlight the full sense of modernity and quality, embellishing the coordination of the overall picture.

　　The above list constitutes the basic elements of vision, which we can continue to extend, so we will not make too much statement here.

　　From this, we know that a good plan cannot be separated from an accurate brand positioning and user label, and it runs through the whole process. We need to keep persevering, persisting and persisting! Optimize, optimize and optimize!

　　With a clear label description, we carry out the store's LOGO design and material design, as well as font system, and standardize the store's design elements and style based on brand positioning.

　　The store has no way to invite "star endorsements" at the beginning of the store. We can start to pay attention when selecting models. We can also use precise labeling to constantly find models similar to "a certain star", shoot with unified methods, and improve the visual tone of the store.

　　Having unique visual expressions can often quickly convey the brand's concept.

　　While optimizing your vision, you will constantly understand the width, depth and breadth of your brand.

　　The traffic in the wireless era comes more from the main picture with detailed information. The effects of the 5 main pictures directly affect the click-through rate, conversion rate and jump rate. We must work hard on the main picture, treat the main picture as a complete condensed detail page, and treat the main picture as part of the brand planning.

　　Planning a good brand story is not necessarily reflected in the wireless page, but is used in marketing strategies. With the pace of the self-media era, brand concepts need to be continuously optimized and disseminated to attract more fans' attention.

　　The homepage of the wireless terminal has achieved personalized customization with thousands of people. We need to segment different types of customer needs and focus our energy on the wireless page module to improve the store’s conversion rate.

　　At the same time, we are entering an era of shopping guides. Whether it is live broadcast, WeChat, Weibo, Weibo, or self-media, it is all for shopping guides.

　　The visual system must be integrated into the thinking and logic of shopping guides based on the brand image!

　　Diamond Exhibition is the most direct and effective channel for drainage, and it is also the most test of designers' design ability. Under the model of thousands of people, you can deeply play the user's labels, and Diamond Exhibition is the most convincing. Especially the label application of Damodisk can reshape the brand positioning and brand improvement again!

　　In 2017, please play the Diamond Exhibition!

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