What's going on with men's clothing this year? 2016 Tmall Men's Clothing Double 11 full spoil

Wu Lei, deputy general manager of GXG e-commerce, said: "This year is the sixth Double 11 year . Every year, Double 11 is different. This year we are actively preparing, whether it is stocking, traffic, marketing, and logistics. Last year, we did nearly 250 million, and this year's goal exceeded 300 million." Many men's clothing brands also said that they hope to make more efforts in brand marketing this year.

With less than 4 months left before Double 11, merchants have entered the active preparation stage. This event is a "training camp" held by Tmall for men's clothing merchants on the eve of Double 11, allowing merchants to feel the tension of the big promotion in advance.

The men's clothing category is undoubtedly a major highlight of Double 11. Last year, nearly 10 merchants with over 100 million stores were born in the entire men's clothing category. Judging from the data of the men's clothing category in the first half of this year, the growth rate and target achievement rate in the entire clothing are among the best. Therefore, Tmall men's clothing this year also put forward higher requirements. It is reported that this year, we will continue to support the top core merchants, and will also provide certain benefits to the bottom key merchants.

However, what merchants are most concerned about at this stage is how to play Double 11 this year ? What preparations should be made? Junxia, ​​the person in charge of this year's men's clothing Double 11 project, said that this year's Tmall men's clothing will focus on three major key points: fashion, personalization and content. At the meeting, the waiter also gave merchants advice in advance and gave everyone suggestions on stocking and pre-sales, so that merchants can fight a prepared battle.

What's the "madness" of men's clothing this year?

Although we play Double 11 every year, as Alibaba continues to extend new business modules, there will be some new ways to play the entire clothing category in the men's clothing category this year.

1. Fashionable

This year's clothing focuses on fashion. During this year's Double 11 campaign, the first shot of clothing was the Tmall Global Trend Ceremony event. This will be a landmark event in Tmall Clothing Double 11 and an event that speaks out to the outside world. The platform will invest a lot of resources to promote it, which is a good exposure channel for merchants. For men's clothing, this year it is also focusing on fashion and quality. I also hope to better convey the culture of men's clothing's fashion and quality connotation through Double 11.

2. Personalization

In fact, the personalized venue was tried since last year, and this year is also a key point. However, on this basis, more certain resources will match personalization, so merchants don’t have to worry about the scarcity of traffic.

3. Content

Contentization is the focus of Tmall's operation this year. The most popular online celebrity experts have heard this year. Tmall hot topics, good products , and lists are all manifestations of contentization. The platform also hopes that consumers can improve the stickiness and stay time of the platform through these content methods, so that the platform is more readable and interactive. Men's clothing will also create more high-quality content on Double 11 and penetrate into the platform.

How to sell men's clothing?

In order to achieve the goal, Tmall Men's Clothing has also formulated a series of strategies and strategies. In terms of industry strategies, they mainly do two things: quality and fashion. In terms of quality, they combine merchants with high-quality global raw material quality suppliers, connect high-quality raw material suppliers and industrial chains, focus on exposure in pre-sales, and build momentum for the event. In terms of fashion, they will focus on trend festivals and spread the fashion mind of men's clothing through Double 11.

In terms of overall strategy, men's clothing mainly gives the following suggestions:

1. Focus on the top

The TOP styles account for a high proportion of men's clothing market, which means that men's clothing styles are relatively concentrated in transactions, so the goods should not be too broad, and the top must be done well this year;

2. Core category + potential category

The core categories of men's clothing in autumn and winter are mainly down jackets and woolen coats. On this basis, we can continue to increase, but we also see some problems. The price segments are relatively concentrated. It is recommended that merchants adjust the price distribution according to the goods, and it will be more reasonable to cover more price segments. Another potential category is that sweatshirts and jackets merchants can make some preparations and try here.

3. The same model in the mall

Through last year's data feedback, the data of the same model in the mall will be significantly higher than other models. I hope that merchants can provide more high-quality offline same model activities and strive to open up all online and offline channels.

4. Preparation for stocking

To set goals, we must consider the annual transaction target and the historical Double 11 transaction target. At the same time, Double 11 needs to consider more inventory sales ratios; the distribution of the main promotional items involves the main categories of autumn and winter, and obtain more traffic and transactions under broad words; the autumn and winter categories are wider than other seasonal categories, and when choosing the main promotional items, we must choose them in each secondary category. At the same time, we must also do a good job in product stratification of crowd strategies.

5. Preheat

It is reported that the preheating rhythm of Double 11 is mainly divided into three waves. The first wave is the new fashion event at the end of August, the second wave is at the end of September, the Juhuasuan 9.9 promotion period, and the third wave is at the end of September, and the new winter event is at the end of September.

In addition to matching the overall preheating rhythm of clothing, the men's clothing category will also be exposed periodically based on the industry characteristics of men's clothing in this year's Double 11 preheating period, and will help merchants conduct data testing in advance to improve the accuracy of Double 11 stocking.

This article "What's going on with men's clothing this year? 2016 Tmall Men's Clothing Double 11 full spoilers" comes from the Xuanming Network http://www.shxuanming.net/ Please indicate the source when reprinting