How does Taobao clothing store run a clothing store?

Now more and more people choose to open Taobao stores, but the competition in Taobao is very fierce. If you want to make money, you need to c

How does Taobao clothing store run a clothing store?

Now more and more people choose to open Taobao stores, but the competition in Taobao is very fierce. If you want to make money, you need to choose the right category. At present, Taobao stores in clothing are all popular categories, so how to operate them? Bian Xiao will teach you how to run a clothing Taobao shop today.

Taobao clothing shop operation

1 Taobao's supply, inventory cost and stability

According to personal experience, most of the small partners who enter amoy are classified into several situations.

(1) Young people with ideas

Advantages: the selection of funds has a certain vision, a personal view, the courage to try and make mistakes, and the execution is medium and high. Disadvantages: insufficient capital chain endurance, no team, insufficient industry experience, and no advantage in supply.

(2) The boss of physical store transformation

Advantages: the capital chain has a certain strength, can quickly form a team, and has its own supply chain or source of goods.

Disadvantages: Traditional industrial thinking is more important, it takes time to change the thinking mode of e-commerce, lacking innovative ideas, low execution and insufficient experience.

(3) Transformation investment of e-commerce practitioners

Advantages: rich industry experience, predictable supply selection and capital affordability, clear strategic positioning, disadvantages of small-scale team: most of them have no supply advantage, the capital chain is easy to break, the fault tolerance rate is low, and one person takes care of multiple jobs.

The advantages and disadvantages of the above types of small partners are obvious. What I want to say here is.

No matter which range of small partners, my suggestion is to give priority to the stability of their own supply chain on the premise of planning to enter the clothing industry. There are several main sources of supply in the market. Alibaba chooses to purchase goods, has its own factory for processing and production, physical wholesale stores choose to fry, and one store sells picture packages (each has its own advantages and disadvantages, and there are certain articles, which will be discussed later).

If you intend to rely solely on your friends to speculate, the advantage is not obvious. If there is no breakthrough in the later period, it is not recommended to continue to put into operation and promotion. Alibaba's purchase channels will cause a certain lack of customer experience. Unless it can prepare some cash, it should give priority to how to optimize in the medium term. For most small and medium-sized sellers, the supply chain is a headache, so before opening a store, we should position our own supply conditions and consider investing in trial equipment.

2. Clothing style and style positioning

Regarding the positioning of the style of choosing money, the small partners who enter Amoy should be the key issues to be considered again. At present, there is an obvious gap and inclination between B store and C store in the women's clothing category in the station. As the operator of a small C store, it will be more difficult to run such a C store without a unique style and crowd taste (which is closely related to the subsequent visual positioning, crowd hobbies, promotion channels and activity channels).

Some people will say, can't I choose the best-selling styles in big stores? The answer is yes! But the key is that you need to invest a lot of resources in the follow-up operation, and the competition of non-standard clothing is in a state of blooming. If the friends just plan to take photos with the hot-selling models in big stores, then the stores will not be competitive and will easily lead to busy work.

Then my personal conclusion is that you should give priority to your dressing and aesthetic style. (street trends? Commuting is sweet? Literary retro? ) On the aesthetic basis of a certain style, the product selection of the whole store should reflect the tonality of the whole store-such a C store is more conducive to the subsequent promotion and test of transformation (here, the follow-up can lead to the topic-how to operate the stress channel store)

3. Team labor costs and core advantages

The topic of team manpower is also a cliche, and the current e-commerce operation is more inclined to team operation. Different from a few years ago, customers' visual requirements, product quality requirements, service experience and the deep extension of sales channels are all higher. It is no longer an era when you can break out of a world by yourself.

About the operation of the new old shop. I suggest considering whether the following positions have advantages.

(1) Is the product model resource controllable or stable? (visual model)

(2) Positioning of operation planning, are there any core personnel who can handle paid promotion of Taobao? (Operation and Promotion)

(3) product selection and stocking, purchasing and warehousing, sorting and delivery (purchasing and warehousing)

4. Capital chain affordability

The problem of capital commitment varies from person to person, and there are several places that mainly involve funds in the early stage. The stable promotion and consumption of payment channels, the inventory cost of stocking, the operating cost (cash flow) of shops and human teams, and the trial and error cost of selecting funds. Most sellers who settle in Taobao for the first time will give up because of a violation or the store is unprofitable in a short time. At present, the operation of each store is becoming more and more standardized and the style is becoming clearer. It is common that there is no production benefit in a short time. Shopkeepers should gradually investigate the problems of their shops instead of giving up immediately.

How to operate clothing stores in the off-season 1, self-analyze, and tap their own advantages.

Whether the store can be built does not depend on the team, the deep pockets, or who is willing to spend money. The key is the product, which is managed and planned, and has a clear management idea for the whole product.

1) The above picture shows the off-season comparison of clothing products for a whole year. Make clear the off-season of products, grasp the new time rhythm of products, and analyze the existing superior categories according to the sales situation of these key products and their own stores.

2) No one is perfect, everyone has his own advantages and disadvantages, and so do natural shops. When you know the focus of your monthly style, you should also analyze the main styles of your competitors to formulate operational strategies and upgrade your style as much as possible. At this time, we can understand the customer's demand points by evaluating and analyzing the customer's evaluation of the product and talking with the customer, give play to our own advantages, and make improvements in combination with the customer's demand points.

2. Analyze the advantages of industry benchmarking competitors for reference.

If it is a new store or a store with less data base, you can learn from the industry benchmark stores or competitors' stores to understand their superior categories, the price range of their main categories, their main fabrics, colors, sizes, versions and so on. Summarize each other's advantages, prices, activities, etc. Find the breakthrough point to catch up with them, expand the category and product attributes, and finally develop your own products based on these data. However, industry benchmarks or competitors cannot be found indiscriminately. We can't say that we are competitors just because we see some products the same. How to judge whether it is a competitor should be to analyze whether the two products are similar and whether the consumer groups are similar, so as to have more reference and comparison.

3. Rapid improvement and innovation of skills

Liu told me that if you don't innovate, you will die. Ma Yun said that changing something is innovation. According to my experience, I want to share some innovative skills with you. Bottom line: copying, copying money into money, copying money into color, copying money into seasons, is undoubtedly not innovation.

Analyze the fashion trend of the whole big industry and absorb the analyzed popular elements for reference in product research and development. For example, product A in other people's stores is a very popular sweater. We can try to develop a T-shirt with similar version and consistent color. Other people's store product B is a very popular dress, so you can try to develop the same dress in other colors. Although this method seems a bit opportunistic, it is indeed a shortcut to research and development. Knowing yourself and yourself is a good attribute that has been verified in the buyer's market. We have changed our face, which is also an innovation.

However, all product research and development directions must focus on the positioning of the store. Don't say that if you see something good, you will move to your own store, which will disrupt the positioning of your store, but it will not pay off. For example, your product positioning is to make all-silk products. Even if you see many chiffon products in the industry, don't try them easily.

Second, off-season marketing.

1. Grasp the annual marketing rhythm and make preparations in advance.

The above picture shows the activity time node of women's wear industry in a year. There are four big promotions and four new promotions in a year, corresponding to four seasons respectively. We should grasp this time node ourselves, which is very important for clothing. Specifically, the activity rhythm in the second half of the year is about 8.24, which is the official activity time, but in fact, we should have almost finished the new autumn products from the end of July to the beginning of August, and do some basic sales and evaluation before the official activities, so as to better stand out from the official activities and seize the opportunity. Similarly, in 10. 10, we should prepare for the new winter in advance. Only when I get the goods ready can the explosion be greatly promoted (9.9 pairs 1 1 pair 12).

2. Off-season marketing trilogy

In the off-season, many people will think of clearance. Undoubtedly, clearance is inevitable, especially for clothing categories, because in the face of inventory backlog, and clothing is seasonal and timeliness, if it is not cleared, it can only be a cumulative loss. So how to clear it? There is no doubt that it is through discount promotion, full reduction and full delivery, but the same clearance, most people choose naked clearance, which actually puts a different coat on marketing, but the same activity may bring different effects.

1) official event marketing: you can directly get official traffic support and official event channel clearance by signing up for official events, such as theme activities such as gathering cost-effective and crazy summer. However, not every store has the opportunity to participate, and there are rules for registration activities, but even if you can't participate, you can do the corresponding theme activities in your own store;

2) Fun marketing: Evelyn's marketing activity-listening to you and getting coupons by guessing the mouth shape is also a kind of promotion, which is more vivid, interesting, interactive, interesting and aesthetic than directly saying discount coupons, and it is easier to be accepted by consumers, and the taste of discount promotion will not be obvious;

3) Emotional marketing of stories: July is graduation season. With the topic of graduation season, elephant mushrooms arouse customers' buzz, arouse their emotions and improve their participation. However, the choice of hot topics needs to be combined with the general population of the store, and the main picture marketing for the store population can achieve the effect of buzz.

Third, off-season promotion

Promotion, many people's first feeling is to burn money, especially in the off-season, the production ratio may be relatively low, so many people will choose to reduce costs or even suspend. But in the off-season, the natural flow of most businesses will basically decline. If the promotion is suspended again, the decline will be even greater, which will further affect the flow and weight of the store. When the peak season comes, the re-cultivation flow is one step slower. So how to better promote it in the off-season?

1, through train: through train is more important and accurate for Racine. Because of keyword promotion, buyers mainly display it by searching for the corresponding baby. Everyone should have found that if you have been to a store or similar products, you will often put them in front of us. The wireless search is also accompanied by thousands of people in front, and the booths of the wireless through train are scattered, so the promotion of the through train has certain effects, especially the innovation and improvement of product exposure.

1) keyword promotion: reduce invalid expenses, keep high-quality and high-conversion words for accurate promotion and maintain drainage;

2) Targeted promotion: In the off-season, the promotion for the search crowd needs to be further optimized to improve the click-through rate of the whole plan, which can be suspended selectively, only the effective ones can be kept, and the premium can be optimized appropriately;

3) Planned launch setting: according to store visitors and cities with peak transformation, key launches will be carried out, and other cities will be put on hold; At the same time, it can be optimized in combination with the high conversion time of shop visitors;

4) Adjust the budget in combination with store activities: Doing activities requires traffic, so it is best understood that it needs promotion before and during the activities. The budget after the maintenance activity is to maintain the weight of the through train and enhance the weight of the whole store, which is always indirectly conducive to the improvement of natural flow;

5) Reduce the items with low conversion rate in the current season and measure the autumn items: In the off-season, we can appropriately reduce the products that will be put into production in the off-season, measure the potential style of new products in autumn by adding new products through the through train, increase the promotion of potential items in autumn, focus on data such as clicks, collections and additional purchases, and try to ignore ROI.

2, the combination of direct drilling promotion

When it comes to drilling exhibitions, many people will feel that the cost is high at first. Different shops have different needs for drilling exhibitions. Small and medium-sized sellers mainly obtain accurate traffic, waist sellers mainly increase sales by introducing traffic, and brand sellers increase brand exposure and popularity by drilling exhibitions. Therefore, merchants of different store levels can selectively launch according to their needs.

This year, more people tend to combine direct drilling. The through train attracts new accurate traffic and forms the original cognitive crowd of the store, while the drilling exhibition is carried out by delineating the accurate cognitive crowd. The combination of the two is more conducive to improving efficiency and transformation.

Fourth, the maintenance of old customers.

Old customers should be known to all, that is, buyers who have transaction records in the store are old customers of our store. The importance of old customers to stores, whether in traditional industries or e-commerce industries, whether online or offline, is very important, and I believe everyone can understand it. Then the off-season time can also focus on planning activities for old customers, improve the repurchase and store entry rate of old customers, and help to improve store traffic and transformation. The following picture shows the effect of women's clothing store's activities for members. 17 is the store member's day. Through membership activities, the turnover of the day increased by more than four times.

For membership activities, the homepage needs to make a membership activity plan, clarify the purpose of our activities, improve the repurchase rate of old customers, increase the unit price of customers, and enhance the value of traffic. We can set up activities according to our own purposes, and we can set up our favorite activities according to the characteristics of the people in our stores. It is suggested that the activities should do the following as far as possible:

1) The activities should be as rich and varied as possible, attracting gimmicks and increasing customers' interest and participation;

2) preferential stratification, that is, different levels of discounts are given to customers of different levels in the store, such as coupons with different levels of preferential quotas;

3) preheat in advance. Activities generally need to be warmed up in advance and publicity is in place. It can be promoted through SMS, micro-amoy, customer service, pages and so on. , improve the exposure of the event;

4) Promotion coordination, that is, coordination with promotion budget adjustment and drainage before and after the above activities;

Summary:

In the off-season, although the flow and turnover may decline, it is recommended not to relax. You can also use the off-season as a time node to cooperate with the store's product planning and formulate corresponding activities and promotions to help the store continue to drain and increase turnover. In addition, because many people will choose to suspend sales promotion in the off-season, their competitiveness is relatively low, so compared with the peak season, their competitiveness is low and costs are saved. Therefore, take advantage of the off-season and do a good job in off-season marketing, so that the off-season will become a turning point in the success of store transformation!

How to do the details page of clothing store (1) First, analyze the products and extract the unique selling points of the products:

What is the selling point? Or what do you think the selling point is, which directly determines whether this product meets the needs of the public. What are the benefits of buying this home for me? This is a selling point, so it stands out. You can't find a selling point for the sake of selling points.

Every point should be displayed in a unique way, in the form of posters, to catch the eye of customers.

The picture directly highlights the selling point of the product, and the picture of the product is clear and clear, giving customers a clear feeling. Taobao purchase itself is for convenience, so we must maximize what customers want, simple and direct.

(2) Details of wireless Taobao page.

1. Some words are comfortable to read on the computer, but it doesn't mean that they can be read on the mobile phone. Therefore, the problem of text font size still needs to be debugged according to the mobile phone. And don't use too many words, and don't challenge the patience of users. We can try to look at it on the phone details page ourselves and experience that feeling.

2. The pictures should be clear and have visual impact, which can better reflect what you want to express. Otherwise, the model can't see clearly, and the tension will be discounted; Food maps can't stimulate taste buds; The detail map can't reflect the fine technology, and the scene map loses its sense of bringing in.

3. The main points should be easy for users to understand. It is easy to understand that what customers want to see is what they need.

4. Make good use of vertical screen composition and make a good display. Therefore, to optimize the wireless Taobao details page, we should make good use of vertical screen composition to make the theme big enough and clear enough.

5. Excellent detail pages usually show the points that customers need in the first 3-4 screens, so that buyers can get a good shopping experience and better promote customers to place orders.

(3) Explain several elements that constitute the detailed information page of the wireless terminal.

And if you want to design a good page, especially a mobile phone, you must have a vertical screen composition, big pictures and big characters, less content and easy to understand.

There are two kinds of poster pictures: style posters and sales posters. Style posters mainly reflect Taobao shop style or product style; Sales posters are posters that mainly reflect the selling points of products.

Commodity information mainly pays attention to two points: concise and clear words and outstanding pictures and texts.

Product display drawings should be multi-colored and multi-angled, and the layout should be diversified.

Physical display should pay attention to the clear picture display and the front and back display.

The details should be presented properly and reasonably.

Summary: First of all, we should have a thorough understanding of the product, show the characteristics and advantages of the product incisively and vividly, so that customers can see what they need at a glance.

There are three major thinking changes in the wireless Taobao details page: Pay attention to thinking changes when making details pages, and there is still a difference between making details pages on the computer side and the mobile phone side. Try to control the length. Design the specifications and styles of pictures, and the pages should be neat and uniform. There are few pictures on the mobile phone, so buyers can browse quickly, so the pictures should have clear colors and layers, highlighting the color of the products will impact the buyer's vision. Attention should be paid to the details and parts of the picture composition, because the mobile phone page is relatively small compared with the computer, so buyers sometimes enlarge the local details, and it is easy for buyers to have a bright feeling by doing the details well.