Double 11 is coming soon, and everyone must be ready to do a big job
It is mainly divided into three stages
Early Bird Pre-Sale:October 24-October 31
The first wave of spot:October 31 - November 3
Second Wave Spot:Nov. 10-Nov. 11
soWe can rest assured
Something about it
We will take the Taobao store "Xiaoxinjia" as an example
Hands-on demonstration
"See through the competition store in 1 minute with Zhiyi"
Bao Jiao Bao Hui
Analyze the target
By analyzing the new bands of Double 11 last year, such as categories and prices, we can further understand the preparations made by the participating stores for the big promotion last year, such as:What category they have confidence in, and what pricing strategy they adoptand let yourself know what to expect.
As shown in the figure, click[Category Analysis] of [Store Analysis]Select the time period before the start of the Double 11 event, that is, before October 23, 2022, you can find that the women's clothing category of "Little New Home" is new every day, until October 17th ~ 23rd, that isThe 11.11 pre-sale broke out to the highest value a week before the start of the pre-sale。
These new fluctuations just show that Xiaoxinjia is aFMCG clothing e-commerce。 Looking closely at the line chart, we can also notice that they adjusted the proportion of new categories 6 days before the start of Double 11, which is manifested in a large number of new wool knitwear from September ~ early October.In the near double 11, the proportion of sweaters has been increased 。
It shows that "Little New Home" reviewed the market feedback and its own inventory before the event.The final round of adjustments to the category strategy was made, and completed the new on the eve of the event, and obtained the support of the largest natural traffic.
Scroll down the page to【Category Distribution】, you can see that the top 3 new categories of "Little New Home" before Double 11 are wool knitwear (accounting for 21.75%, 2177 pieces), sweaters (accounting for 20.13%, 2015 pieces), T-shirts (accounting for 17.07%, 1709 pieces), which can basically be concluded to beNew clothing for autumn and base layers。
Then click on it[Price Analysis] of [Store Analysis], you can observe the price strategy of "Xiaoxinjia" through the price band distribution of new products.
As shown in the figure, the overall price band of new goods in "Xiaoxinjia" is within 1-170 yuan, through Zhiyi【Custom price band】Detailed price segmentation found that 34-67 yuan goods accounted for 60.96%, 1-34 yuan goods accounted for 30.52%, and 67-100 yuan accounted for 6.7%, indicating theirThe pricing strategy of Double 11 is a low price with small profits and quick turnover。
Then move on to the next analysis topic, such as the category and price operation of the above-mentioned "small new home":
The answer is the same[Category Analysis] of [Store Analysis]page, except that this time we have to choose Double 11Pre-sale time period and sales metrics。
By observing the period of October 24, 2022 ~ November 3, 2022Category sales percentage line chartIt can be found that the top 3 sales of the "Xiaoxinjia" women's clothing industry last year were wool knitwear (accounting for 23.34%), T-shirts (accounting for 17.06%), and sweaters (accounting for 7.63%).
It can be inferred from this: "Little New Home" during the Double 11 periodFemale customers tend to buy the season's base productsAlthough the proportion of new sweaters before their big promotion ranked second, but the sales volume only reached the third, but the proportion of new categories is basically consistent with the proportion of sales, indicating that the "small new home" is more successful in predicting the double 11 products, and this year may be able to learn from last year's experience in distributing goods.
As for whether the hot-selling price band of the "Little New Home" pre-sale products is consistent with the judgment before the big promotion, click[Price Analysis] of [Store Analysis], by analogy, it's easy to getNearly 90% of "Xiaoxinjia" consumers like products in the price range of 17~50 yuan。
It is also a "small new home".【Store Analysis】page, in【Category Analysis】Choosing the same time period, we noticed that the operation of "Little New Home" this year is slightly different.
The specific performance is that the new fluctuation point has been advanced to October 1st ~ 3rd and October 10th ~ 12th, butThe overall trend chart looks relatively moderate and less volatileIt may be that Xiaoxinjia already has a corresponding plan for the Double 11 event, and it is stocked in advance.
There is also a category structure, through the proportion of our attention to the "small new home" still adopts last year's stocking ideas, still based on wool knitting, sweaters, and T-shirts, andIt was not completely adjusted according to the ranking of the proportion of pre-sale sales last year。
Changes in the price band, passed【Price Analysis】It was found that the price of new goods in "Xiaoxinjia" this year has increased compared with last year, mainly concentrated in 40.8-60.7 yuan (accounting for 48.81%), followed by 20.9-40.8 (accounting for 42.67%), compared with last year's hot-selling categories, the price is almost concentrated in 17~50 yuan, indicating that "Xiaoxinjia" has adjusted the unit price.
That's it for today
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