E-Commerce Data Analysis: Interpretation Of 2019 Taobao Women'S Clothing Trend

The versatility of girls can be seen from the collection of her Taobao shop.

In Xiaoju's collection, the rich lady's Sydney custom ASM ANNA、 I like more than 30 clothing stores, such as wardrobe, Weiya viya, and Yu Momo Fashion Women's Wear, which meet her daily commuting needs, as well as the occasionally sexy and occasionally sexy cross dressing needs of Laurie. Not long ago, when she first entered the Han clothing circle, she added a sense of "age" to the wardrobe.

To make girls' wardrobes more lively, it is also inseparable from the careful cultivation of Taobao Women's Wear over the years. At the 2019 Taobao Women's Wear Industry Summit, Qiao Qiao (flower name), the head of Taobao Clothing, said that in the past year, Taobao women's wear still maintained a good growth rate in its original size. In this regard, she also proposed new directions and goals.

This year, fan operation and crowd operation are the focus, of which the key is still to tap new customers and activate old customers. Businesses need to complete the transformation from a business perspective to a consumer perspective, so as to find a more segmented group, which is conducive to improving the accuracy of marketing delivery.

At the same time, Taobao Women's Wear will continue to support characteristic businesses, and focus on creating characteristic circles, such as Han clothing circle, design circle, Luoli circle, etc., to increase the stickiness between businesses and goods by aggregating people.

What is different from the past is that this year Taobao Women's Wear will build a new industrial platform, matching featured businesses with no supply chain strength with businesses with supply chain strength but no operational ability, to promote the healthy development of the industry.

　　 Fans win the world

The focus on fan operation has become a key word for Taobao merchants.

Chun Er (flower name), the head of Taobao women's wear, analyzed the overall data, and found that among the featured merchants, the fan turnover rate of Taobao women's wear was slightly lower than that of Taobao men's wear; Secondly, there is an obvious gap in fan operation. Among the featured merchants with annual sales of 10 million yuan, the proportion of fan transactions is far higher than that of non fan transactions; Finally, through the analysis of women's clothing market, featured merchants and featured merchants' regular customers, the value of fans' IPVs is far higher than that of non fans' IPVs.

Deep cultivation of fan operation is crucial to the store.

At this stage, the fan operation link is mainly divided into four steps: new customer introduction, fan transfer precipitation, order guidance and interactive return visit. For businesses at different levels and fields, the operation focus is also different. Take KA&celebrity merchants as an example. At present, most of them are slow to increase their fan sales, but their fan turnover is high. Therefore, the operation focus of such merchants should be on the introduction of new customers and the improvement of fan turnover rate. However, most of the problems of more mid and mid sized businesses are due to the decline in the proportion of fan transactions, and their focus should be on the promotion of fan interactive transactions.

On and off the site, with the help of WeChat, live broadcast, microblog, WeChat and other products, we can effectively complete the fan operation closed-loop from the introduction of new customers to interactive return visits.

At Madam Qian's home, where Taobao has 12.15 million fans, Sydney has its own set of perfect fan operation methods.

On the micro Amoy end of the site, Sydney's family will carry out daily activities with fans, such as the buyer's show, the comment, and the lottery. When launching a new product, Sydney will let herself live one day in advance to warm up. During this period, she will interact with fans by giving away Apple mobile phones, beauty products, and some SMS activation and recall of new and old users. On the microblog side outside the station, Sydney will keep in touch with fans' information through vlog short videos and daily lottery. On the WeChat side, Sydney's WeChat private account has multiple functions such as listing, buyer show, lottery, etc. For fans, adding this top celebrity's WeChat means that they can have one-on-one conversation with him. Sydney also said that by completing the deep cultivation of operations, it has directly improved the fan buy back rate.

Of course, when it comes to fan operation, we can't miss Weiya, the first sister of Taobao Live, who has brought hundreds of millions of goods in two hours, and has become a benchmark for Taobao women's clothing in fan operation. As a skilful player, Weiya will always be able to stand in the perspective of users in the live broadcast, and describe the function points and demand points that everyone pays most attention to thoroughly. Five or six hours of live broadcast will be stable without fatigue.

Crowd and circle operation

At the meeting, Qiao Qiao said that businesses need to complete the transformation from style operation to crowd operation this year. "We should pay attention to the type of consumers behind the style, and focus on the crowd based on the platform data and consumption trends."

Style operation labels are divided into private service celebrities, simple commuting, street trendsetters, sweet and fresh, and other dimensions, which are relatively simple, while crowd operation combines multiple data dimensions, algorithms, and carries out refined analysis and classification. It is divided into multiple dimensions, such as age, consumption power, body shape, preferences, and so on. By age, there are girls, middle-aged and elderly people; According to the figure, there are pear shaped, small, slightly fat, etc. Therefore, the brand new labels of national school flower, neutral handsome T, high cold goddess, etc. are obtained.

By means of tag combination, the products can be efficiently matched with the merchants' products and output in the foreground scene, so that buyers can receive more accurate push and improve the conversion rate. In this regard, businesses are faced with the challenge of finer granularity. Behind understanding a product, they should also understand the applicable people.

After segmenting the group tags, N interest circles of young people can be divided. Circle operation is a major focus of Taobao women's clothing this year, which is also more conducive to improving the richness of businesses.

At this stage, Taobao women's clothing will test the current popular Han clothing circle and design circle, and then slowly extend to Lolita, uniforms, cos and other circles. In terms of circle operation, it is mainly divided into three parts: first, in the station position, content access is made by using micro Amoy and light applications; Second, marketing voice, making use of online and offline linkage such as market and catwalk, as well as kol and IP co branding in the outer circle of the station; Third, merchants' commodities. They dug out and counted some special commodities, and reached the fans of small circles by taking advantage of Huafu Daily offline show and other ways. Among them, market, catwalk and kol voice will become the main play methods this year.

Through the operation of interest circles, Taobao will strengthen its appeal in young people's minds. With the "peer circle" as the starting point, it will use commodities to connect the social/content/events of the circle and ignite the flow of fans inside and outside the station.

Taobao fashion brand offline store

How to mine more traffic? It is an eternal problem faced by businesses. This year, it seems that there are some new approaches to this problem.

In March this year, in the basement of Hangzhou Kerry Center, the offline collection store of Taobao fashion brand "Taobao Tone Taostyle" was officially opened, and the brands in the store were all from Taobao clothing merchants, including more than 30 Taobao brands, such as celebrity merchants Ayuko, artistic tonal brands Moli and Fusu, and quality menswear Thessnce.

In the store, each garment has a QR code, which can be scanned to reach the Taobao page. Users can experience online ordering offline. It is reported that after passing this round of test, almost every brand has introduced 70% - 80% new customers.

Taobao fashion brand offline collection store

Interestingly, in addition to seeing customers selecting fitting clothes in the store, there are also occasional online celebrities "haunting", which are broadcast live in the store. It is reported that the shopping guide in the store not only provides promotion services for customers in the store, but also acts as the anchor of Taobao, and carries out 24-hour live broadcast operation online, extending the business hours while breaking the space limit of the mall.

At present, the brands in the store are mainly Taobao Redskins or original designer brands. They have accumulated a certain number of fans online, such as Ayuko, a celebrity store with 1.5 million fans on Taobao. They also hope to have closer contact with fans. This offline collection store can carry this function. One month later, Ayuko's shopkeeper will open a "fan meeting" here.

In order to enter the offline market, many online brands do not have relevant experience in operation and store opening, so the collection store provides a new possibility for everyone. However, whether this model can really help merchants expand their marketing boundaries remains to be tested by the market.