Often, it is asked
Why are other people's shoes and clothes newalways
outfast
SelledGood
Hit ratehigh
In fact, there is no other secret to success
The core is just two words
In the past, ZARA used a digital user insight analysis system to open the fast fashion era of "3 days at the shortest, twice a week, and 12,000 new models per year";
Later, SHEIN used "fashion trend digitization" and "flexible supply chain" to sell 200 billion a year, redefining "real-time fast fashion".
Did you find out?
Compared to subjective or random "flash of inspiration"
fullcertaintyvalue
It can give the brand a oneA clear path for new product development
Countless real-life cases also show
Whether they have advanced data capabilities
is caused by the enterprise"100 million point gap"The key to this
If you don't know what it is yet
Let's take a look at this guide
We will combine the newly released "Zhiyi".
"Red and Blue Ocean Analysis" "Buzzword Analysis" "New Product Insight"
Teach you to find the "market potential" in 1 minute
Detect it earlyPotential hits
Added in "Zhiyi".[Red and Blue Ocean Analysis] function, the percentage of sales data and year-on-year growth of the objects selected by the user will be composedFour-quadrant diagram(as shown in the image)ForDiscover the market potential of categories, attributes, or price bands across different industries。
*Concentrate:
(1) The vertical axis refers to the year-on-year data, and the horizontal axis refers to the proportion distribution
(2) The larger the number of new products, the larger the bubbles
(3) Hover the mouse over the bubble to display: category, sales proportion & year-on-year, number of products on sale;
(4) Click [Hot Products] to display the TOP100 products within the corresponding conditions
Compare the display data of each block with the industry average, and the four-quadrant can help merchants quickly sort outBlue Ocean Market, Outlet Market, Unpopular Market and Red Sea Market, the bubble size also refers to the corresponding number of new products, thusCapturing high-growth opportunities and gaining insight into high-potential categories can also avoid "self-congratulation" or "white-hot competition".
Here's an example
Xiaomei has a Taobao store that specializes in women's clothing, and she has recently been preparing to open autumn women's clothing styles, and she is optimistic about and locked the "short coat". But the problem is that the budget is limited, and Xiaomei doesn't know how to choose the specific fit of the short coat, such as the high-waisted or cape version.
If you use the attribute analysis of the four-quadrant diagram of "Red and Blue Ocean Analysis".(Select Attribute Analysis - Women's Wear - Short Jacket - Version)Xiaomei can easily notice that the sales and sales of the cloak version in June and July are within the quadrant of low year-on-year and low proportion, and the size of the bubble representing the number of new products is not ideal.
This means that the short coat with a cape version is in the inactive stage of less transactions, low growth rate and few new products in the current market. In other words, this is not a track suitable for Xiaomei to enter the game, and the investment needs to be cautious.
In stark contrast, the high-waisted version, the bubble falls in the upper left corner of the blue ocean market, indicating that it is in the stage of low proportion but high year-on-year growth, and the market trading volume is not much, but the growth momentum is very strong.
At the same time, the bubbles represented by the high-waisted short jacket are smaller, which means that the number of new products in the Tao market is also less in the near future.
To sum up, Xiaomei can draw the conclusion that "the cape short coat is not suitable for entering the game, and the high-waisted short coat is worth joining" through the comparison of market sales data in the "Red and Blue Ocean Analysis", which is a very suitable and easy-to-use reference path for product development decisions for merchants who cannot grasp more industry/category market data.
Timely detectionHot Selling Trend
Newly released"Buzzword Analysis" function, which focuses on helping merchantsSummarize and refine the hot keywords in the market, by summarizing user purchase preferences to help merchants understand each categoryVertical dimensionof fashion trends.
Based on the extraction of women's clothing, men's clothing, children's clothing and other industriesThe title keyword of the top 20% of the top products that are hot on the first day or in the marketCombined with Zhiyi's exclusive algorithm to summarize high-frequency and high-sales words, it can be said that the "popular word analysis" function can reflect the hot selling trend of the Tao system to a certain extent.(as shown in the image)
It's worth noting that all of the above query results are:Support re-filtering by weekly/monthly/quarterly/active period granularity and different attribute dimensions such as style, color, pattern, and processUntil it meets the precise needs of the field to which the merchant belongs, and finds the new product development direction that is most suitable for you and loved by consumers in the market.
Or use this to find the pain points/itch points of consumers,Optimize the titles of your listingsIt's also okay to increase drainage and conversion rates.
At the same time, just click on any of the "buzzwords" in the word cloudThe list displays the most popular products in the corresponding marketIt also supports multi-dimensional sorting and data export such as sales volume and collection, helping merchants provide specific and practical reference value from various details.
Here's an example
Xiaojie's women's clothing Taobao store is planning the next batch of product selection/R&D, since they have been mainly engaged in women's dresses for many years, in previous years, they have directly relied on experience or observed the movements of industry benchmark stores to capture the key trends of dresses, including ruffles, drawstrings and other popular elements/processes.
However, for small-cost businesses, these manual observations more or less have the element of "gambling", which brings certain risks to the competitiveness of goods and long-term and healthy store operations.
If you use the "popular word analysis" function of Zhiyi and filter by "women's dress popular elements/processes", you can find that "suspenders", "prints", "splicing" and other processes have been sold well in the past 30 days.On the one hand, it is expressedAmoy merchants are vigorously promoting, on the other hand, it also shows that consumers have indeed "eaten" these "aesthetics" more recently.
Based on this, when Xiaojie was carrying out dress selection/research and development,The trend of deterministic buzzwords sorted out from these data can be used as the main reference element to increase the competitiveness of commodities and promote performance growth.
Moreover, Xiaojie's store recently launched a new 2023 spring and summer dress, if you are entangled when editing the product title, and you are not sure which product attribute characteristics or applying conventional hot words will be clicked by consumers, and the effect of advertising will be better.You can also use the "Buzzword Analysis" function,Combine the characteristics of your store's dresses with some high-popularity keywords to form product titles, such as "2023 Temperament Embroidered French Dress" or "New Summer Slimming Waist Celebrity Long Skirt", etc., to further efficiently help product operations.
Accurate analysisNew product competitiveness
For the new products on the shelves of the Tao series, Zhiyi is also specializedAdded the "New Product Insights" moduleFrom the dimensions of attributes, brands, colors, price bands, etc., the new products on the shelves within a certain time range are analyzed, and their batch distribution and category trends are summarizedEvaluate the competitiveness of new products.
Here's an example
Xiaoqi is planning a new sweatshirt for autumn and winter 23, and it is not good to grasp what kind of version consumers prefer this year, as well as the "bet" of competitors.
Through the "New Product Insight" function, Xiaoqi only needs to select the men's sweatshirt version or more filter items, and you can intuitively see that the loose type is still the version with the largest market share in the current market.
However, combined with the new number of year-on-year comparisons, it can be noticed that the loose fit is declining, and the straight-leg type that ranks second is rising year-on-year, indicating that other competitors are optimistic about and increase the size of men's straight-leg sweatshirts, this phenomenon needs Xiaoqi to focus on in the new product planning.
Based on this, the "New Product Insight" function can be used as one of the important tools for apparel merchants to efficiently control the development of new products.Evaluate internally to optimize the competitiveness of their own products, and gain insight into the new actions of competitors externally, inside and outStay up-to-date on the latest market developments.
The above is all the content of this "Zhiyi" update, interested partners can make an appointment for a demoRequest a trial~More good features are waiting for you to experience~
