In the second half of the year, it is the Double 11 stocking season, and many clothing e-commerce people are inevitably worried:
"The Double Eleven stocking list is listed on 3 pages, and I don't know which one can explode?"
"The explosive models copied last year can't be sold this year, the unit price of low customers is rolled up to the point of blood loss, and the unit price of high customers does not dare to touch it."
"The warehouse is piled with last year's 'slow-moving money', and I don't want to repeat the same mistakes this year."
Hold your horses! The first step in preparing for Double Eleven is not to stare at competing explosive products.We must first understand whether there are some "untapped potential stocks" hidden in the goods in our store?
Today, Zhiyi Technology will use 3 insider methods to tell you in detail~
First of all, "do a physical examination" for the category: What does your store rely on to make money?
Many merchants choose models based on "feeling": when they see other people's dresses bursting, they chase dresses, and when they think T-shirts are selling, they rush to T-shirts......
But over time, it may be overlooked.Some categories seem to sell more, but in fact they are "losing money and making money"; while some categories have average sales, but hide high profits。
Let's first use the "first trick" to find out the "high-profit money":
✅ The first trick: use the "four-quadrant method" to grade the category
Based on the sales data of the store in the past 3 months,Draw a four-quadrant chart according to "sales ratio" and "production ratio = ROI / cost (including production, marketing costs, and after-sales costs)", you can immediately see which categories are more profitable:
First, divide the net sales of the historical data of your own store, and determine consumers' preferences for store products and the proportion of sales of categories according to the proportion of sales.
Take the "category four-quadrant map" of the women's clothing store in the figure below as an example. According to the proportion of sales, the sales scale of the category is marked by color as "orange", "green" and "blue". And quickly answer three questions:What are consumers' category preferences for stores? What is the main profit force of the store? Is the current category distribution reasonable?
Next, observe the category positions of the four quadrants:
For the "opportunity category", we think: what is the market trend and be prepared for impulse;
We dig deep into the "advantageous category" to see if we can make more explosive models on the basis of our advantages;
explore optimization paths for "problem categories" to solve problems and improve ROI;
Reduce investment in "inefficient categories" and retain only a small number of style tests.
It is obvious that there is an obvious problem with the production ratio of dresses and short coats in the main categories of the store, and it is necessary to optimize the production ratio as soon as possible; Lace skirts, shirts, skirts, and T-shirts are the most qualified main styles of this store.
In this year's opportunity exploration, denim, suits, slacks and leather jackets are all worth focusing on and trying to impulse. If you still focus on quick rebate orders in the traditional way and stick to the low customer unit price, you will only lose more and more.
❌ Avoid pitfalls and reminders: Don't patronize "sales"!
Combined with the data of Zhiyi [Industry Insight], according to the head data of the women's clothing industry in the first half of this year, it shows:Sales of low-priced products below 100 yuan fell by 14% year-on-year, while high-priced products above 300 yuan increased by 63%。
Based on this, we can roughly understand that if the store is at this timeRelying solely on "9.9 yuan drainage" and "59 yuan explosive models" to support the scene, then such goods are likely to occupy warehouses and funds this year, but will not bring profit growth。
Price band "check for loopholes": What kind of goods are your customers willing to spend more money on?
"It's the same dress, others sell it for 299 yuan to buy it, why do I only sell it for 199 yuan but no one looks at it?"
The problem may lie in:You haven't found your "gold price band"。
✅ The second trick: 3 price bands, corresponding to 3 types of consumer groups
Divide the store products into 3 levels according to price, compare the proportion of sales, and find out which price range should be a hit this year!
Taking the rapid growth of Hangzhou women's clothing this year as an example, through the analysis of the price band, the core price of Sancai this year is concentrated in 150-300 yuan, accounting for 57% of sales.
The sales volume of Evely's high-priced models (more than 500 yuan) accounted for only 11%, but it has become a "brand tonality responsibility", and the frequent newcomings in this price range have also driven consumers' trust in the core models of the Chinese customer order and promoted the transaction.
Self-test ?️: The price of the store comes with self-inspection, is your core model new and sales normal?
If your core model accounts for < 50%, or the entry-level model on the shelves > 50%, or the image model is not displayed on the homepage of the list, quickly adjust your pallet structure with reference to the best performing competitors this year
- reduce the stocking of entry-level models and put the saved money into the investment of core models;
- High-priced image models can be prepared less, but they must be available (such as "limited models" with better fabric materials), which may not necessarily have better sales, but consumer trust is a treasure that invisibly promotes the sales of core models.
Consumers "paint likes": What do your customers like?
Consumer portraits are the "compass" of each brand's stocking, "the repurchase rate cannot go up, and new customers cannot be retained", and there is no way to start in the face of this problem.Maybe you don't know "who is the most suitable person"。
✅ The third trick: According to the analysis of 3 types of portraits, find out the "people who should be served the most"
- Store crowd portrait (focus on repurchasing old customers):
The acquisition of new customers is the "engine" of the store to improve sales, and the repurchase of old customers is the "jack" of the brand's long-term prosperity.
In order to retain good old customers, we can use the "visitor analysis" and "customer journey" of the official business advisor,Analyze the store crowd portrait for the old customer/returning customer portrait of the visitor portrait and the customer portrait。
"Category preference": What category did you find that regular customers bought the most in the past 3 months? stocking up on these categories to stimulate the desire of old customers to buy;
"Brand preference": Pay attention to which competing products are purchased by regular customers at the same time? For example, if an old customer often buys "Evely", then refer to the version design of its historical popular models to avoid duplication with the existing wardrobe of the old customer;
"Consumption level": Pay attention to the distribution of consumption levels of old customers, reasonably control the price band range of core models, and ensure profits in the policy volume.
2. Promote crowd portraits (focus on visitors & conversions)
In the process of Taobao store operation, it is indispensable to invest in traffic, and the customers brought by drainage are the same as the customers who finally made the transaction?
You can also use the official "Visitor Comparison" and "Customer Comparison" tools of Good Business Advisor to compare and judge.
For example, after using "Visitor Analysis" and "Customer Journey", we found that most of the visitors attracted by the promotion were "18-24-year-old students with low unit prices", but most of the transactions were "25-30-year-old professionals", indicating that the promotion and drainage crowd is not accurate and the direction of drainage needs to be improved.
After making adjustments, we can also use the "visitor comparison" of the official business advisor to further confirm the customer portraits of new and old buyers to determine whether the traffic delivery and keyword adjustments are effective.
3. Portrait of people in the private domain (see comments):
Planning is always full of prediction and guesswork, and no matter how good the design is, it needs to be continuously improved in real customer feedback.What customers are boasting and scolding, real reviews of the store, private domain customer communication, and the selling point of praise cashbackThe combination of the three is the best tool to push back demand.
Each baby will display buyer reviews and real return images on the details page, sort out 100 positive and negative reviews under each category, and refine keywords:
Praise is often mentioned: woolen knitwear is "comfortable fabric", dress is "slim and three-dimensional"? That's the core selling point! When stocking, prefer the fabric quality of the woolen knitwear and the waist design of the dress.
Bad reviews always say: "The size is inaccurate" and "there is a color difference"? The main image and detail page of the product are immediately added with the "Size Chart" and "Physical Shooting Label"
It is common in private domain groups: "I hope to have pockets", and the design with pockets has been added by 50% in the research and development of new models
In addition to the comments and feedback of your own store, you need to pay attention to the main feedback points of the industry category in real time.Zhiyi's "Consumer Says" updates the top product reviews in various categories every month, and the AI splits the good and bad reviews and positive and negative voicesFor competing brands, benchmarking stores, and popular models, we support custom dimensional deep drill analysis, comparative analysis of different dimensions, and checking and filling in gaps, so that we can discover potential needs earlier and make better designs one step ahead.
❗️ Final goal setting: What is the proportion of your 26-year target amount and amount?
Through the three-step method of "four quadrants to do category physical examination", "3 levels to do price band division", and "3 types of portraits for crowd analysis", we can already see the key direction of our store based on the actual performance of 25 years and determine the amount, quantity, and stocking level goals for the new year.
Of course, the hot spots of the category are changing with each passing day, changing at any time, planning is just a plan, in addition to activities and bands, there are also specific details that need to be designed and operated by the specific practice and analysis.
epilogue
In this issue, we have our own store, so the next step is to see what the opponent is doing!
In the next issue, we will take you to dismantle the "stocking routine of competing products",Teach you to use a table to copy the right popular models to avoid the embarrassment of "others sell you well but stock up wrong"。
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