Look At The Development Of E-Commerce From Women's Clothing
< p > Background: the case business is a direct vehicle hosting customer who was taken over by the electric bus direct train operation team. The predecessor of this shop is the middle-aged and old women's clothing. After that, it specializes in < a href= "//www.sjfzxm.com/news/index_c.asp" > big code dress < /a > because of the source of goods.
The electricity supplier team and the 4.25 day took over the store. From the whole shop diagnosis, we began to do the overall planning of the store, considering the advantages and disadvantages of the store itself, starting from the operation of the through-train, and synchronizing the depth and optimizing the shop flow.
The direct output effect is obvious, from 240 thousand sales in April to 2 million 170 thousand in May, which lasted for only a month, and created a miracle of subdivision.
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< p > sales increased from 240 thousand in April to 1 million 960 thousand in May, and the unit price increased from 135 yuan to 182 yuan, and the conversion rate increased from 1.55% to 2.18%.
In this stage, the input-output ratio of through-train reached 1:3, and the proportion of natural growth of the whole shop driven by the growth of through-train reached 700%.
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< p > choosing a good money will make the whole promotion plan twice the result with half the effort, so we spent about a week on product testing and optimization.
After the communication, a new 148 yuan "a href=" //www.sjfzxm.com/news/index_c.asp "dress" /a was started.
It is not easy to measure the effect if the flow is too small, so it is a seemingly unnecessary cost at this stage.
On the first day, 2 pieces of promotional pictures were optimized, and 200 key words were searched. According to the average price of the category, it was directly higher than the 30% bid of the average price of the industry.
After two days, the average click rate reached 0.9%. After that, the key words were optimized, the cards with good clicks were put on the cards, and the smaller ones continued to be raised. The aim was to cultivate high click rates by raising words, deleting words and adding words, and the baby traffic was exploding under the condition that the click rate was not wrong.
At the same time, in the case of good click rate, we began to consider the next stage of pformation, and the colleagues in the operation Department and the shopkeeper cooperate with the mining outlets to develop shooting and photo optimization strategies.
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The main purpose of the "P" express train is not only to earn money directly, but also to consider how to cooperate with free traffic to get more free resources.
So this stage is mainly based on SEO and through train.
According to the calculation, direct trains account for 1/5 of sales, and free traffic should occupy at least 3/5.
At that time, the sales volume of bean curd block was between 7000-9000, so the overall planning needed to sell at least 250-300 items per day.
After the pformation of the through-train is stable, it is only necessary to increase input, and directly put the big words, such as big size women's clothing, to the first place, and arrange personnel to focus on it.
On the other hand, with the optimization of the key words and search flow of the through-train, in the last week of May, the monthly sales volume was 7300 to the second place of tofu block.
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< p > choice is more important than hard work. Recently, this sentence has been more popular recently.
"Products are determined by the world, and prices are determined to win or lose."
Many shops have seen many twists and turns in the choice of the main push, and have invested a lot of energy and money in the early stage. When they later failed to push up, they discovered that there were many external factors, such as the promotion efforts of the competitors, or the feedback from the products themselves and the customers' doubts.
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< p > for larger size women's clothing, most of the large size women's clothing on the market is to lengthen or widen clothes directly, and the demand for "thin" customers is not deep digging.
The main push before the shop is a dress with a unit price of 118 yuan, the effect is OK, but the price of the whole shop has been maintained at around 135.
It is not very consistent with the positioning of middle and high end middle-aged large code groups, so we launched several products with a unit price of over 300, on the one hand, raised the overall brand tonality of the shops, and on the other hand, selected one of them as the high-end flagship to enhance the customer price of the shops.
At the same time, the differentiation of product characteristics was differentiated, and a cost-effective product was selected for drainage. The price was set at 148 yuan.
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< p > in line with store positioning, we emphasize price matching with products and services.
< a href= "//www.sjfzxm.com/news/index_c.asp > > apparel industry < /a > 40% of gross profit of store store can still have a little balance after ensuring all expenses, but for this shop, we want to take the high quality route, and make great efforts in quality control, package and packaging. The price of each dress is at least 50% gross profit, so that there is enough room for better customer experience.
This is also the direct reason why we can rest assured that we can increase our investment in direct train advertising. The store has also maintained a dynamic score of high unit price and higher than 30% of its peers.
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< p > shopkeeper has no intention to see at a glance, "fat does not mean ugly, fat is not stupid."
The demand point of fat mm is very clear. If you want to see if you are wearing this dress, is this dress really able to cover your stomach?
But beauty and truth must be balanced. The key is that degree.
The product is too false and beautiful, browsing high conversion rate is low; the modified beauty, after sale and return goods can be completely filled by the product itself and packaging; but too ugly pictures may have no interest in browsing.
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< p > because it is located in the high-end market, and wants to differentiate from the leisure Korean version, so elegance and elegance may be the keynote of the whole store.
I have also thought about using a fat model before, considering whether the product coincides with that of the middle aged, or continues the previous style, but the fashion of the model is more fashionable.
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