DTANK Industry Leading Force Plan · Jiaxing Station | Talking About Trends And Methods, When Small And Medium-Sized Businesses Enter The Business Sprint Of The New Year Festival

In recent years, relying on new channels and new marketing models, Clothing industry Meet the fashion needs of young consumers, iterate marketing ideas, and make progress in the market. In the Diaoyin e-commerce, a large number of emerging brand businesses are rising rapidly. Faced with the huge market demand, many small and medium-sized businesses in the traditional industrial belt are eager to try. However, after settling in the Diaoyin E-commerce, a series of problems arise, such as how to start cold, how to obtain traffic, and how to operate accurately.

To help the industrial belt business Before the Spring Festival, we better understand the rules of the activities promoted by the nodes, deeply understand and break through the pain points and difficulties in the operation of small and medium-sized businesses, and launch the "DTANK Industry Leadership Plan" activity. Through the value information dissemination of the platform, benchmark service providers, and excellent businesses, as well as the directional community operation guidance after the meeting, we comprehensively boost the growth and transformation of potential businesses, Achieve GMV efficiency growth.

After the first activity focusing on the food industry landed in Fujian Industrial Belt, this platform anchored the clothing industry to "improve efficiency across the board" Decoding the new potential energy of clothing -- DTANK industry leadership plan "as the theme, landed in Jiaxing Puyuan Base. At the crucial business acceleration moment of the New Year's Festival, we felt the industry trend opportunities for small and medium-sized businesses with potential in the clothing industry, disassembled detailed business methodologies, directly addressed the problems that businesses care about, and better assisted businesses to achieve business growth.

　　PART∙1

Solution to the trend: clothing industry is in Diaoyin e-commerce

Grasp new development opportunities

In the past year, the ecological prosperity of Diaoyin e-commerce and the booming commercial positions. What new trends are emerging in the clothing, shoes and bags industry? How should businesses organize new playing methods around multiple playing methods of the platform? How to grasp the opportunity of business growth in autumn and winter clothing, shoes and bags sales peak season? Based on these problems, Jia Siqi, the operation manager of the industrial belt of the Business Development Department of Diaoyin E-Commerce, shared around Seizing the Opportunity and Activating the New Power of the Origin in Autumn and Winter.

"Clothing, shoes and bags are a big category of Diaoyin e-commerce, with significant development potential." At present, Diaoyin E-commerce covers more than 200 million people interested in clothing. As of August 2022, there are more than 600 clothing industry merchants with annual sales of more than 100 million. On the premise of maintaining a high proportion of traditional categories, she pointed out that sports categories and other sub categories still have a large space for growth. Jia Siqi believes that making full use of the new play methods of content scenes and shelf scenes will effectively promote merchants to achieve business breakthrough. The platform also provides a lot of support for the two scenes, such as the live broadcast room of good things in content scenes and the good goods in the domain; The main end resource position of the store in the shelf scenario.

Around the upcoming New Year's Day, Diaoyin E-commerce Clothes & Accessories The category of shoes and bags also provides exclusive marketing methods covering two scenes for businesses including Jiaxing Industrial Belt. For example, support and self broadcast the Billboard Contest in the live broadcast room of the content scene; In the shelf scene, "See the New Year red dress in the field - when it is popular, beauty is reasonable" and so on. In addition to the actions around the New Year's Festival, Jia Siqi shared that the dithering e-commerce will also bring new business escort plans, fast version of the hot commodity line, business growth task system, etc. to businesses, leading their development from settlement to growth.

The direction is clear, then, how should the clothing industry merchants make specific preparations and play a big role in promoting? Li Yulei, the strategy operation manager of the mass consumption business center of the huge engine, brought the interpretation of "How the clothing industry brings merchants to play a big promotion". He started from three topics of widespread concern: why to participate in the promotion, how to do in the early stage of the promotion, and how to break through the bottleneck of GMV in the big market.

Li Yulei believed that in the face of the big scene during the past promotion, we must make a re examination diagnosis; According to the drainage form of the live broadcast room, different users need to be targeted. Choosing the peak shift time as the main event, giving the main event a "special date", and changing from single explosive to multi explosive, is conducive to driving the strong rise of GMV in the live broadcast room.

Centering on the popular categories in the clothing industry: wool, cashmere and women's clothing, Cheng Sigao, senior operation manager of a large number of Qianchuan products, and Qin Jiawen, operation manager of women's clothing industry in the Business Development Department of Douyin E-Commerce, explained how to play vertical categories.

Cheng Sigao said that green consumption and industrial upgrading are bringing new development opportunities for wool products, and cashmere is moving towards cross fields such as sports shoes and clothing. In this context, grasping the new needs and precise pain points of consumers, content upgrading, service refinement, digital drive operation, and building the threshold are the breakthrough points of the industry. Extending this logic, he believes that the live broadcast of autumn and winter clothing should grasp three elements: goods (design, material, and price), people (understand users, understand goods, understand content, and understand traffic), and the essence of the scene (skillfully use components and patches, depth scene layers, color matching to improve quality, and dynamic scrolling to echo). In terms of launch, there should be goals, strategies and products.

Qin Jiawen brings interpretation and case sharing on business operation strategy of women's wear industry. On the content side, she believes that the talent ecosystem is boosting business, and the short video content ecosystem is also effectively stimulating consumer interest; In the shelf scenario, Diaoyin Mall is becoming a business position to help businesses bring incremental users and sustainable development. She particularly mentioned that the search scene is a stable and efficient source of traffic for businesses. Grasping the three elements of title optimization, commodity optimization and post search operation and maintenance is conducive to helping women's wear businesses achieve new growth.

　　PART∙2

Discussion method: merchants, bases, platforms

Multiple expert perspectives to accurately overcome business difficulties

On the way to continuously improve the operation capability of small and medium-sized businesses in the industrial belt, not only need the help of brands to discern the trend and play symmetrically, but also rely on benchmark businesses in the industrial belt to share experience, dispel the fog and find practical countermeasures.

In the second half of the event, Yu Ke, the founder of Sweater Sister brand and the chief operating officer of Puyuan Diaoyin E-Commerce Live Broadcast Base, and Lan Qingsong, the chief operating officer of Diaoyin E-Commerce Mall, respectively, helped businesses accurately overcome business difficulties from the perspectives of how their accounts started to grow from zero, how the base helped businesses achieve refined operation, and how to play in the Diaoyin Mall scene.

Jiaxing Puyuan Industrial Zone, on behalf of the sweater sister, shared the exploration path of "Building a Million Fan Account from scratch" - at present, the sweater sister has more than 1 million fans in Dithering, with a monthly sales of 10 million. Looking back on her growth in Diaoyin E-commerce, she first pointed out the "big environmental advantages" of Diaoyin E-commerce, and deeply cultivated the platform. She believes that there are four characteristics of Diaoyin e-commerce clothing delivery, namely, time fragmentation, product refinement, style diversification and geographical diversification. Accordingly, businesses should also adapt to the development trend of platform verticals with clothing professionalization, accurate product finding, and standardized live broadcast.

When talking about the methodology of using short video streaming and streaming in the live broadcast room in the dithering e-commerce, Sister Sweater believes that in the short video, businesses should "attract the attention of technical videos, have a sense of atmosphere when shooting by professional teams, be grounded when talking about content, and bring clothing into a specific environment"; In the live broadcast room, we should grasp the three skills of "timing, location and harmony". "Now is the right time for us to enter the market, and the Diaoyin e-commerce platform has given us a chance to reshuffle our traditional clothing people."

Yu Ke shared on "Refined operation to promote stable growth of businesses". At present, Puyuan Dithering E-Commerce Live Broadcast Base has created more than 3.6 billion GMVs by November 2022, with more than 200 free trainings and incubations.

Focusing on the problems of small and medium-sized businesses, he pointed out that the difficulty in obtaining traffic and long-term operation is the current common business pain point, and "results oriented management optimization" breaks through the "traffic scale"; At the same time, the way to break the situation is to optimize the distribution of goods, take short video+live broadcast as the carrier, increase sales and praise, optimize the structure and quantity of goods in the whole store, and improve the "transformation efficiency". In the face of the upcoming Diaoyin Haowu New Year Festival, he gave four business suggestions: first, he gave reasonable reasons for the promotion price; 2、 Make good use of the resource inclination of the platform's key industrial belts; 3、 Excavate the activity resource position of the shelf scene; 4、 Do a good job of selling product data.

This year, Diaoyin E-commerce has been upgraded to a "global interest E-commerce", which has opened up the content scene of "goods looking for people" and the shelf scene of "people looking for goods". The explosive growth of the volume of users and the scale of transactions in the Diaoyin Mall has created "new opportunities" to create "big business".

In this activity, Lan Qingsong shakes his voice around Shopping Mall He shared the core scenes and goods operation skills of the shopping mall, and introduced the value points of different shopping mall channels. For example, the "super value purchase" channel of the Diaoyin Mall focuses on popular products and brand specials, and uses platform subsidies to increase the number of products to speed up the centralized outbreak of goods; "Low price, quick kill" channel has high performance price ratio and limited time rush to help people's livelihood good goods quickly boost daily sales. The brand pavilion, new product sales and new people's purchase have their own unique positioning, meeting the sales needs of different brands and different types. Lan Qingsong pointed out that at present, Diaoyin E-commerce has provided "rights and interests gift package" for outstanding merchants newly settled outside the station, helping merchants to quickly start up in a cold manner, and escorting merchants to achieve stable operation.

In this Jiaxing station activity, DTANK, together with merchants and industry belt partners, focused on insight into the development trend and category characteristics of the clothing, shoes and bags industry of Diaoyin E-commerce, systematically discussed the representative cases and business methods of the industry belt, and at the same time, answered the real questions of small and medium-sized merchants, making DTANK series activities take another solid step.

We hope that more businesses can join us to make breakthroughs in business. Welcome interested businesses to join us. Businesses with e-commerce business needs and experience sharing, continue to discuss with us!