Taobao women's clothing Double 11 is coming! Watch the super live broadcast guide here

Text/Tianxia Online Business Reporter Xu Lu

On the golden September and silver October, Taobao women's clothing is ushering in the sales peak season in the second half of the year, and Double 11, which helped merchants reach the peak sales, also came. It is not difficult to find out from the overall performance of women's clothing in 2016 that several changes are happening quietly.

First of all, style sellers and large-scale sellers are being redefined, and women's clothing products have further improved based on style and quality. In addition to the big sellers in the center of the stage, a group of very stylish small and medium-sized sellers have also been discovered and promoted.

Secondly, the operation direction is gradually moving towards contentization, and the single-category operation method is no longer sought after. With the emergence of consumption upgrading and personalized demand, the high-end light luxury market and large-size market are being prepared for construction.

Finally, combined with the new marketing and new ways of playing, the "New Force Week" series delivered a beautiful report card, and the celebrity store still appeared in the film, while radiating more merchants to participate. In this year's double promotion, live broadcast is a determined gameplay and different themes will be launched according to different merchants.

The following content comes from Taobao Women's Clothing Double Promotion Merchants Communication Meeting, edited and compiled:

Double promotion direction

The same is that the gameplay direction of the 2016 Double Promotion is similar to previous years. Double 11 emphasizes stocking, using new products to stimulate consumers' desire to buy, stocking up sufficiently, and protecting old customers, merchants need to seize every traffic entrance that can be captured.

Double 12 focuses more on sales gameplay, and through marketing methods such as discounts and interactions, it is deeply integrated with content, allowing consumers to play in it first and then lead to transactions, retaining traditional gameplay, and adding new elements. Live streaming is a sure way to play, and there will be different themes for different brands.

Qiao Qiao, the head of Taobao women's clothing, emphasized that the industry development trend of Taobao women's clothing cannot be separated from products, customers and teams.

First of all, women's clothing sellers have spent a lot of effort on product styles and gradually improved their quality. Secondly, consumers are also changing, and their needs are diversified and personalized. By following customers and using content-based marketing tools to maintain old customers. Finally, the team needs to ensure that personnel communicate with the platform without barriers and strengthen operational processes.

Fan Operation Content Marketing

In 2016, the gameplay of double promotions is mainly content marketing, and it is good at using live broadcast and other tools to strengthen fan maintenance.

1How to play content shopping guide in big promotion

For the definition of content:

The core of the content is to make things happen, let everyone know what you are saying and what you are doing, let the people you want to know pay attention to this content, and then spread it after following it. With interaction through this content, it is the essence of the content. Content requires daily accumulation to explode in the big promotion.

The focus of double promotion content shopping guide:

1. Personalized display: First, white background pictures (not model white background pictures, flat white background pictures) All personalized channels need to be displayed on white background pictures. Second, the basis of personalization depends on the matching of your own customer base, and the core logic is the daily operation of fans.

2. Content entrance: There are good products, you may like, Taobao live broadcast, Weitao, daily good stores, crowds, must-buy list, etc. Live broadcast will be the focus.

Content guide

- There are good products, Taobao entrance + Tmall branch venue.

The core of algorithm output and large-scale promotion investment is to have a strong sense of quality and strict picture requirements.

- Must-buy list, Taobao homepage + Tmall venue

The main recommendation list and industry list can be registered through product registration. In a single list, only 3 or more white background images can be displayed.

-Crowd Market, Taobao homepage + Tmall venue + My 1111

Register according to the matching population and topic, write the product recommendation name in detail when submitting the product.

- Daily Good Store Daily Good Store venue + other resources

Industries' investment must be entered through auditions by KA sellers or sellers who have signed up for the target.

Notice:

1. Mark as many products as possible.

2. Store water in advance and do a good job in fan operation.

3. Understand the requirements and standards of different channels and prepare in a targeted manner.

2 channels

Juhuasuan and Tao will not participate in the rush purchase, and you can register for gold coins and daily special offers.

Quantitative Double 11 gameplay

Five aspects and 11 directions

Main transactions: Each store refines the goals, and merchants set corresponding transaction goals for needs.

Increase personalization: On the same day, there will be disguised forms on the Taobao homepage. Personalized products will be exposed, and the ranking of individual products shall be subject to personalization.

Content interactive: such as live broadcast, KOL cooperation, etc.

2 marketing gameplay

The red envelope is the same as before. The official setting of 5 tiers for a single store is fully discounted, and the merchant shop needs to choose 3 tiers.

3. Changes in traffic

In addition to the traditional industry market, there are also live broadcast and content channels, such as good products, lists, and you may also like them. The larger change is the marketing channel. This year, there are no Taobao purchases and Juhuasuan when it comes to Double 11 this year. There are only gold coins and daily special offers, and merchants need to make some adjustments in the Double 11 preparation plan.

The industry's own traffic, such as women's clothing channels, ifashion resources, will conduct targeted activities and investment promotions, and conduct offline traffic diversion. Live streaming in the content channel will be an important highlight.

4 venue structure

1. The main venue of Taobao and Taobao homepage are monetized, and the entrance is different from the daily entrance. Among them, the entrance to the women's clothing venue of the industry branch venue will be presented in a personalized manner, and different user characteristics will have different rankings.

2. In the women's clothing sub-venue, there are 9 products in the personalized single product block, and the sorting is also personalized. The main branch areas and product areas are in addition to the six major styles, and in addition to the regular categories, special items such as large-size women's clothing are added. More good goods are the peripheral horse racing area. The venue for the horizontal market is mainly ifashion venue.

5 Investment rhythm

The pace of investment will affect the time node of stocking, and auditions have begun. It is emphasized that more merchant quotas will be opened this year for in-field registration. October 18 is the deadline for in-field. Registration is required in advance to avoid losing the opportunity to display in personalized presentation.

Registration requirements:

Women's clothing marking sellers, including style restaurants and large factories;

Set up Double 11 gameplay, store red envelopes and full discounts, etc.

The number of releases of Weitao and Photo Shopping;

Inventory is greater than 300 pieces;

10 new products or above.

4 time periods 1 stocking period starts from September 26

1. Register for auditions. The deadline is September 23, and merchants who have not passed the auditions will not be able to register for any event in the Double Promotion.

2. Merchant inventory. Each waiter will focus on a group of sellers, and according to the data results of the whole year of last year, the store will arrange special personnel who are familiar with the business and have the right to decide.

3. Product planning. Compared with the sales of last year's double promotion and the entire winter, the big promotion was woolen jackets, sweaters and sweaters, and pants and suits had the potential to explode, while down jackets and cotton jackets did not explode but sweaters. Pay attention to the weather.

The Double 11 styles must be taken on October 15, and the registration for single items at the venue will be closed on October 21, so as not to delay the registration time for later events. From November 1st to 10th, we will pay special attention to the additional purchase data and add the time for orders. After midnight on that day, we need to make certain adjustments to the store and the goods supply side.

2 Water storage period September 21-October 21

1. The deadline for registration for the event is October 21. Registration for single products requires emphasis on external registration. All products participating in the event can be marked with peripheral bidding to increase the chance of personalized recommendations. Third-party tools can systematically change the price of peripheral bidding products. Registration for internal events for external registration requires a white background flat picture.

2. The store decoration has its own way to add the acceptance page, such as store coupons, discounts, etc.; the shopping guide block must appear in the event products. The store homepage decoration, the thousands of people who have traveled to Taobao can be used, and the homepage decoration and details page can be achieved, and the permissions will be gradually opened in early October.

3. Fan operation is divided into activities and tools. The activity chapter has the first wave of new winter activities in "1010". During this period, we will help merchants to store water for Double 11. Tools, good at using live broadcast; Weitao Club opens permissions for many tools; recalls from old customers; guides attention and interactive service windows.

3 activities from November 1st to 11th

1. During the warm-up period, the store playback will be revealed, so guide the purchase more. Live broadcast, reveal new products in stages, and it is not recommended to disclose new products at one time. The use of interactive tools, such as Weitao, flash-winning lottery. The actions of old customers recalling and purchasing extras when counting down the opening.

2. On that day, during low traffic periods, you can place orders through high customer order consumption stimulation and top list stimulation on the same day.

4 After November 12th

For shipping arrangements, you can state the latest shipping time on the title and details pages. After-sales service not only ensures sufficient customer service staff on the same day. Fan maintenance, do a good job in comforting fans as a whole, and use live broadcast and other tools to maintain fans’ preparations and delivery situations.

How to play live broadcast

1 permissions

If you enable the live broadcast permission, you can play by yourself and divide it into two parts. If the performance is good, the emergence permission will be activated, and if it is not good, it will be closed.

The basis for Activation permissions: First of all, tag sellers, big manufacturers sellers and style restaurant sellers, and the number of fans reaches 40,000 can be activated for live broadcast permissions. If it is not activated in this way, the Weitao level reaches w4 and will be activated directly. There are also registration connections in the backend: Weitao fans are greater than 200,000; no points were deducted this year; 3 video content is provided.

The emergence permissions are the basis of Taobao live broadcast. Only live broadcast permissions will be enabled, and the live broadcast video will be displayed in the shopkeeper broadcast in Weitao and Taobao live broadcasts. After enabling the emergence permission, the display of feeds flow will be added.

Close rules: Live broadcasts must be broadcast twice a month after activation, with a duration of more than 30 minutes and a number of more than 300 people. The cover image, title, etc. that emerged with permissions violated the basic specifications, and were warned at one time and accumulated three times.

2 Live broadcast operation

Live broadcast sellers must download the anchor’s special version for live broadcast.

3 Summary of experience and skills

Props preparation: live broadcast version, mobile phone system version, network

Live content: script plan, cover material, live preheating

Interactive format: backend functions, stimulating comments, likes and encouragement

Adding purchases and increasing fans: pre-sale prices, clear buttons, multiple guidance

Focus on skills interpretation: Increase the number of viewers, do a good job of warming up, and carefully prepare the materials and live covers. Pay attention to the average viewing time.

4 Daily Playing

1. Live broadcast column: one issue per week, one issue per 2 days, 14:00 to 18:00 every day, one theme per week, three lines: new products, cross-border, and festivals.

2. Theme activities

3. Seller's own broadcast

5 ways to play

On Double 11, Taobao Live has 2 pits, divided into Tmall and Taobao, resource sellers are recruited, based on live broadcast plans, selling points, Double 11 planning, etc.

Double 12 live broadcast is the key point. Live auditions are conducted half a month in advance, pay attention to the quality of daily live broadcasts, and there will be live broadcast activities such as live broadcasts of 10,000 people.

(Editor/Zhang Jie's article is original for clothing painting)