Taobao store planning book

Taobao Online Store Planning Book

Young Fashionable Clothing Online Store Planning Book

Foreword: As people's living standards continue to improve, online shopping has increasingly become a trend in people's daily lives. Clothing, food, shelter and transportation are the four major elements of human life. People put "clothes" first, which shows the importance of clothes to us. The women's clothing market has always been the largest part of the clothing market. It has always led fashion and trends and is a representative of fashion and personality. The frequency and amount of clothing purchases by women are the largest among all clothing consumer groups. It is said that those who can wear women's clothing are the best in the world. Therefore, many companies and resources are fighting in the women's clothing market. There are many women's clothing brands, and the gap between the brands is not big, and the total is only about 15%. Domestic women's clothing brands have a strong regional flavor, and none has yet achieved scale and influence across the country. At the same time, as domestic consumers' consumption concepts mature and the domestic market continues to expand, the world's top women's clothing brands have also entered China, and the domestic market is becoming more and more popular. It has become an important part of women's clothing in the world.

1. Overall market analysis

As of the end of June 2009, the number of Internet users in China reached 338 million, an increase from the end of 2008 The growth rate was 13.4%, and the Internet penetration rate reached 25.5%. The scale of Internet users continued to expand, and the Internet penetration rate increased steadily. The above data lays the foundation for the feasibility of online shopping. The penetration rate of the Internet is on the rise, and online shopping using the Internet as a platform has developed and matured at an ultra-fast speed.

Taobao’s online shopping penetration rate has reached 81.5%, ranking first. The online shopping penetration rates of Dangdang.com and Joyo Amazon.com, which rank second and third, are 16.6% and 13.6% respectively. The user market share gap between Taobao and these two websites is nearly 65 percentage points. Taobao has formed a certain Due to the scale effect, Taobao’s number one position will be difficult to surpass in the short term.

2. Ranking of Taobao’s best-selling products

Online shopping has increasingly become mainstream consumption, and household products are becoming increasingly popular online. , digital products maintain sustained growth. After understanding the development prospects of Taobao market, we chose the number one product-clothing.

3. Analysis of online shopping groups

Online shopping consumer groups are concentrated in the age group of 10 to 29 years old Young people, these people are those who are more trendy and avant-garde, and they are all middle and low-end consumer groups. The reason why they choose online shopping is because online things are cheaper, more convenient, and have a wider range of choices. Wider.

4. Analysis of online store clothing industry

The above data shows that online shopping has a large market share in the clothing industry. But the problem also arises, because anyone can do it in this industry, and there are many competitors, so our online store must have its own characteristics and innovations. We have what others don’t have, and what others have, we have excellence, be new and different, and show our individuality.

2. Online store positioning

Online store name: Jimei Clothing

Website positioning: mainly provides a women's clothing sales platform. Targeted at women aged 16-35.

Online store address: *****

Clothing has a huge influence both online and offline. potential, and women who love beauty have undoubtedly become the focus of our online store. Since ancient times, everyone has a love for beauty. For women, especially. With the continuous development of the economy and the continuous improvement of living standards, people's spiritual pursuits are also getting higher and higher. Women who love beauty are also pursuing trends more and more. Women’s pursuit of fashion has become the selling point of our online store.

1. Benefit positioning

Based on the needs that clothing can meet or the benefits it provides and the extent to which it solves problems position. Pre-sales, in-sales and after-sales services can be provided through the website to track the progress of network business.

() From the perspective of product design and production, endow the product with characteristics and advantages that can meet the preferences of customers in the target market. However, since each customer has different purchasing motivations, the real determinant of customer purchase is what customers think they can achieve by using the product. benefits obtained.

2. Consumer positioning

Consumer positioning is to correctly identify the users or buyers of the product. As for our clothing sales online store, we focus our target market on young women and identify their age, hobbies, knowledge level, professional expertise and psychological development.

3. Price positioning

Price is one of the most important factors that consumers consider when purchasing goods. The generally low price of goods is one of the important reasons why online shopping has strong vitality. Online stores launch low-price strategies to attract customers and give them the impression of high quality and low prices.

3. Consumer analysis

1. Consumer type analysis

(1) Simple type. What simple customers need is convenient and direct online shopping. They spend less time online, but their online transactions have a higher success rate. Sellers or retailers should provide real convenience to this type of people, making them feel that buying goods on the website will save more money and time.

(2) Avant-garde type. The proportion of this type of customers is not very large, but they spend a long time on the Internet. At the same time, they visit several times more web pages than other Internet users. They are very interested in websites that are frequently updated and have innovative design features. I like fashionable and avant-garde things.

(3) Access type. Access-type customers refer to novices who have just come into contact with the Internet. They do not shop much and like to chat online and send free greeting cards. Companies with well-known traditional brands should pay enough attention to this group of people, because Internet novices are more willing to trust brands they are familiar with in life.

(4) Bargaining type. Bargaining customers have an instinct to buy cheap goods. They like to bargain and have a strong desire to win in transactions.

(5) Regular type and sports type. Regular and active Internet users are usually attracted by the content of the website. Regular netizens often visit news and business websites, while active netizens like sports and entertainment websites.

Currently, the challenge faced by online sellers is how to attract more Internet users and strive to turn website visitors into consumers. Online sellers should focus on one or two of these types so that they can implement targeted marketing.

2. Consumption behavior

Usually, marketers can have a good understanding of consumers through daily sales activities. As the market expands, many marketing managers lose the opportunity to have direct contact with consumers. They have to increasingly rely on consumer research to answer key questions about the market, thus forming the traditional "6W1H" consumer purchasing behavior analysis framework. According to the traditional "6W1H" framework and the characteristics of Internet users surfing the Internet, the online consumer purchasing behavior analysis framework can be represented by "5W1H". "5W1H" are six thinking questions for online marketers, which can help marketers have a clearer understanding of the target market and lay the foundation for effective marketing activities.

5. Payment tools

Use the Alipay platform to pay. Any bank that has opened online banking can pay online

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5. Online store marketing and promotion

1. Product strategy

1. Product portfolio strategy, mainly product specialization. While meeting the basic requirements of customers, engage in marketing of a certain product line, but increase as many product items within the line as possible to strengthen the depth of the product portfolio and target More markets.

2. Product differentiation strategy is to provide a unique product line or marketing project in order to strive to be unique in products or services compared to competitors, thereby achieving differentiation Advantages. Our cotton shoes are either handmade or machine-made, and are sold according to consumers' differentiated choices.

3. New product development strategy, constantly develop new products based on existing products, and constantly meet consumers’ needs for novelty and differentiation. This will not only attract more consumers, but also make full use of existing resources and reduce costs.

4. Brand strategy. Brand strategy is not just a patent for high-end luxury goods. Our clothing can also be used. We can provide high-quality products and services that satisfy customers. , thus leaving a good impression in the minds of consumers.

5. Our slow penetration strategy. That is, a company launches a new product at a low price and low promotion costs. This strategy is suitable for market environments with large market capacity, consumers are familiar with the product but sensitive to price, and there are potential competitors.

6. Products in the growth stage have basically stable performance. Most consumers are familiar with the product. Sales volume is growing rapidly. Competitors continue to enter and market competition intensifies. In view of the characteristics of the growth period, in order to maintain its market growth rate, companies extend the time to obtain maximum profits. The growth period is a critical period for a company to make profits. The core of a company's marketing strategy is to extend the growth period of its products as much as possible, and the word "stable" must be highlighted. The following strategies can be adopted:

(1) Further improve and perfect the product. Improving the product based on consumer feedback during the introduction period, such as adding new functions, improving quality, changing styles, following up on services, etc., can improve the competitiveness of the product and meet the broader needs of customers in order to attract more consumers. Or, increase sales.

(2) Seeking new market segments. By segmenting the market, we find new unsatisfied market space, organize production according to customer needs, and enter new distribution channels in order to quickly enter this new market.

(3) Change the focus of advertising. Change the focus of advertising from introducing products in the introduction period to establishing the image of the product and shaping the brand of the product, so as to maintain old customers and attract new customers. (4) Adopt a price reduction strategy at the appropriate period. Price reductions can motivate price-sensitive consumers to take purchasing action.

The above four strategies are essentially large-scale market expansion. While broadening the market space of enterprises, they also increase marketing expenses. However, in the long run, the implementation of the expansion strategy will increase the company's market share, the marketing cost per unit product will inevitably decrease, and more profits can be obtained.

2. Pricing strategy

Our online store targets middle and low-end people, that is, most of them are A group of students who live on their parents’ money. Our store is in its infancy, and its funds are very limited. Therefore, in terms of pricing, we are now trying to be a little lower than others, earn a little less profit, increase promotion, publicity, and expand The popularity of online stores can be used to open up the market, expand market share, and strive to recover costs and earn profits in the shortest possible time. When the online store is relatively mature, we will also conduct new market surveys targeting mid- and high-end groups to understand some of the higher-end needs of customers and further expand the market. The prospects are very promising. We will take the following methods to attract customers' attention:

1. Quantity discount,

Refers to the amount of the purchase quantity , different discounts are given respectively. The larger the purchase quantity, the greater the discount. The purpose is to encourage bulk purchases or concentrated purchases from the company. Quantity discounts include cumulative quantity discounts and one-time quantity discounts. Cumulative quantity discounts stipulate that if customers purchase goods in a certain quantity or amount within a certain period of time, a certain discount will be given based on the total quantity. The purpose is to encourage customers to purchase from the company frequently and become reliable long-term customers.

One-time quantity discount stipulates that discounts will be given when a certain quantity of a certain product is purchased at a time or a certain amount is purchased when multiple products are purchased. The purpose is to encourage customers to purchase in large quantities and promote multiple and fast sales of products.

2. Seasonal discounts,

During the transition period from quarter to quarter, sales can be made vigorously at a certain discount. Seasonal clothing can be delivered with certain trinkets for sale at a discount.

3. Promotion strategy

1. Online discount promotion

Online discount promotion is currently the most commonly used promotion method online. Because the current enthusiasm of netizens for online shopping is much lower than that of traditional shopping places such as shopping malls and supermarkets, the prices of online products are generally lower than those sold in traditional ways to attract people to buy. Since goods sold online cannot give people a comprehensive and intuitive impression, and cannot be tried or touched, coupled with the complexity of delivery costs and payment methods, the enthusiasm for online shopping and ordering has declined. And relatively large discounts can encourage consumers to try online shopping and make purchasing decisions.

2. Online gift promotions

Gift promotions are not widely used online at present. Generally speaking, in The use of gift promotions can achieve better promotional effects when launching new products for trial use, product updates, competing against competing brands, and opening up new markets.

3. Online lottery promotion

Lottery promotion is one of the most widely used forms of promotion on the Internet, and is the most popular form on most websites. Happy promotion method. Lottery promotion is the promotion of goods or services by one or several people receiving prizes that exceed the cost of participating in the event. Online lottery activities are mainly attached to surveys, product sales, user base expansion, celebrations, promotion of certain activities, etc. Consumers or visitors obtain lottery opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.

4. Points Promotion

The application of points promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online points activities are easy to implement through programming and databases, and the results are highly reliable and relatively simple to operate. Points promotions generally set higher-value prizes, and consumers can increase points to obtain prizes by purchasing multiple times or participating in an event multiple times.

Points promotion can increase the number of times Internet users visit the website and participate in certain activities; it can increase Internet users' loyalty to the website; it can increase the visibility of business activities, etc.

5. Online joint promotion

Promotional activities jointly carried out by different merchants are called joint promotions, and jointly promoted products Or services can complement each other's strengths and enhance each other's own value. If applied properly, joint promotion can have a very good effect in promoting popularity.

The above six are common and important methods in online promotion activities. Others such as holiday promotions, event promotions, etc. can be comprehensively applied from the above several promotion methods. . However, in order for promotional activities to achieve good results, market analysis and competitor analysis must be conducted in advance

4. Customized marketing

Size, style, color, etc. can be customized according to the needs of different consumers

This method caters to the individual needs of consumers.

Several package plans can be formulated, with different styles for consumers to choose from, such as cute style, casual style, ladies, etc., and matched with the colors that consumers like. , style, to maximize individual needs.

5. Online store promotion

Promote the online store by posting on campus, 51, and QQ spaces; Let all the campus, 51, QQ friends come to visit and collect it one after another, thus increasing the popularity and collection volume.

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Combining online and offline promotion

Online promotion: Send emails to customers you know through email. You can send them to friends first, and then continue to promote the online store through friends; Friendly links; BBS bulletin board; window recommendations; shopkeeper recommendations, etc.

Offline promotion: Make simple small posters and post them in various newspaper columns in the school, and arrange for several team members to distribute flyers during the peak periods of school and school. Since students make up the majority of online shopping groups, we chose to publish news on the campus radio to inform everyone of the name of our store on Taobao and announce our store’s promotional information

2 , joint promotion of products

Joint promotion of items from other groups’ online stores and mutual friendship links can sometimes achieve complementary effects. For example, some customers buy from us If you have clothes, you have to choose what hat or accessories to wear. We will link with stores about hats to increase each other’s collections and visits

3. With the help of third parties Information publishing platform

In Baidu Tieba, publish posts in major forums to promote online stores and the latest activities, set hyperlinks through pictures in posts, or use Set the text related to your store services. Log in to the free search engine: Let the search engines include your online store, so that your online store can be found by other companies or individuals on the Internet.

4. Website optimization

Website optimization allows the page to be ranked high in the search engine, so that it can be achieved We promote the effect of the store. Our product names and product descriptions should use words that are easier to search for as much as possible, and use more keywords, so that customers have more chances of searching for our products. For example, "09 Spring and Summer New European and Korean Version Sweet Mixed Lady Personality Fashionable Casual Short-Sleeved Dress" Because MM likes clothing with different elements such as personality, sweetness, ladylikeness, fashion, etc., then the products in our store will increase the online browsing rate.

Based on the basic principle of honesty; have enough enthusiasm and patience to communicate with customers; treat customers cordially and friendly; deliver goods in a timely manner and do not delay delivery. Spend time to strive for customer satisfaction with our store; focus on after-sales service and try our best to solve customer questions and problems.

6. Financial Management

1. Investment Analysis

The total cost of the online store: 1800 RMB (three hundred for each team member)

The cost of the online store’s goods: 1585 RMB

Web design: 30 RMB

Broadband fee: 50 RMB

Telephone fee: 30 RMB

Office expenses: 20 RMB (books, etc.)

Liquidity: 85.00 RMB

November Report: Cash Flow Statement

SWOT Analysis

Own Strengths and Project Weaknesses

1. Cater to the trend, have novel styles and diverse varieties.

2. There is no risk of stocking up on goods. You can return goods directly to the manufacturer, and there is no need to worry about slow-selling goods.

3. One-piece drop shipping: There is no limit on the minimum order amount and order quantity, and the minimum order is one piece.

4. The settlement method is that both buyers and sellers use Alipay, which enables buyers to pay after receiving the goods when they are satisfied, reducing customers' concerns.

5. Online stores can customize clothing for customers and purchase various fashion accessories, which invigorates the store atmosphere and increases popularity.

6. The online store regularly visits customers and provides shopping gifts as a courtesy, which enhances customer loyalty and improves the service image of the website.

7. Various communication tools, such as QQ, Taobao Wangwang, mobile text messages, e-mail, etc., can solve customer problems in a timely manner.

8. For customers without online banking, multiple settlement methods are used, such as cash on delivery, postal bank transfer, etc.

9. The cooperation with the merchants takes a long time, and the manufacturers deliver goods in time, the logistics is convenient, there is a dedicated person responsible for the delivery, and the after-sales service is guaranteed.

The price is cheaper than similar products from other merchants. l? Because the online store has just opened, its credit level is very low and it cannot gain the trust of consumers. The click-through rate of the online store is low, and few people know the existence of the store.

10. Regular mail from online stores is all 8 yuan, and express delivery is all 12 yuan, which makes the postage of small items high, which is not conducive to sales.

11. The design of the store needs to be further improved. The store has not done enough in promotion and needs to strengthen its efforts. In addition, there are too few replies to the refined posts and the number of views of the store Not very high.

External opportunities (Opportunities) External threats (Treats)

With the improvement of management, the store will be decorated, Promote and promote the online store, improve the credibility of the online store, and optimize the keywords of the products, so that you can continue to make progress and do better.

There are many people who open online stores online, and there are also many people who do very well. Their credit levels are very high, their online stores are well decorated, and their website promotion is also very good. Success, compared to them, has greatly hindered the development of my fledgling website, and my competitors are very strong

Risk prediction

Market risk: Our online store is in its infancy. On Taobao, the competition in the clothing sector is quite large. We do not have a thorough understanding of the clothing market. Moreover, we have no industry relationships and our popularity is still low. Basically not yet.

Strategic risk: Our online store mainly targets the middle and lower-end people, and mainly deals in clothing. In order to meet the needs of customers and take into account future prospects, our online store has also added products such as accessories. Customers’ desires are unlimited, so we still need to discover strategies. Financial risk: Our online store was developed in the form of "fund-raising". The online store is also starting to slowly get on the right track. The cost payment accounts for more than 95% of the total amount. There will be no economic income in a short period of time. Sales Still needs to be improved.

13 Marketing Class 1 Lu Ping? 30