Taobao: How To Seize The Flow Of Content Channels?

　　 Clothes & Accessories With the arrival of the peak season of sales, a great wave of activities is also coming, and the most important ones are "double 11" and "double 12".

TaoBao Women's wear In Hangzhou, "2016 Taobao women's double preparations for war" conference, Taobao women's clothing revealed that, the same as in previous years, this year's double promotion, double 11 still emphasized stocking, encourage businesses to stimulate consumers to buy with new products; double 12 focus on sales gameplay, so that consumers first play and then promote sales. In addition to GMV, content and personalization have become the key words of the full screen conference.

As early as the beginning of this year, Alibaba CEO Zhang Yong clearly stated in the "2016 seller conference" that the development of community, content and local life will be the three main directions of Taobao in the future. The young crowd gathered. TaoBao It is also vigorously promoting community-based and content based operation, which has put forward more requirements for the content output of merchants. For example, in the week of autumn new forces, the number of businesses looking for pictures and purchasing and micro scouring has become a rigid requirement for registration of activities, and this rule will continue to be used in double promotion.

In the increasingly prominent trend of content and personalization, more content flows are not bought by businesses. Women's clothing recommends that businesses should accumulate more content in daily activities, do well in the operation of fans, and need to know the requirements and standards of different content channels, so as to prepare for targeted activities so as to cater for the tonality of different content themes.

How to seize the flow of content channels?

Since March of this year, Taobao has been promoting content and community-based efforts. In addition to traditional industry venues, a lot of traffic will give content channels.

What is content? This is a problem that many businesses are not clear about. In fact, the core of content is words. For businesses, it is to let consumers know what they are doing, interact with themselves, and volunteer to become the two disseminator, which is the quality content that the electricity supplier needs. At present, on Taobao, the key content operation channels include guessing you like, having good products, Taobao live broadcasting, micro scouring, daily good shop, crowd and buying list. In this year's double 11, these content export channels will have a close relationship with women's clothing business.

There are good goods: in addition to the regular entry, during the double 11 promotion period, good goods will also be presented in Tmall in the form of sub venues. It can be entered through the recommendation and investment promotion. It should be noted that the key to the entry of good goods is the sense of quality of the goods. Therefore, this requires strict demands on the picture. The background is chaotic, the theme is too small, the theme is incomplete or the image is not outstanding will be difficult to pass the examination.

Buy list: relative to the display form of good goods, the list is a collection of goods, presenting in the form of content commentary. For women's clothing business, buying the list requires two main periods, one is the annual inventory list of October 6th ~10 8, and the two is the industry list of November 1st ~11 11. There are at least 3 treasure maps that are displayed in the white base map of the 60 commodities reported by merchants, otherwise it is difficult to be selected by the list.

Crowd Market: during the big promotion period, guess your favorite block will be put into a crowd block separately, and the resource location will also be moved up. It will have the same venue as Tmall. According to their own matching theme and crowd, when businessmen submit the crowd goods, the more detailed the reasons for the recommendation, the easier it is to pass the audit.

Daily good shop: during the double 11 period, the daily good shop will have a block venue at the hand washing home page. It will only be open for registration through the audition style and the KA business of the big factory.

Taobao live: in November 1st ~11 10, for large promotion live homepage will be plate adjustment, the original first screen of the three entries, will be divided into Tmall, Taobao two entries, live quality and data is the business can pass the focus of the audit.

At present, there are mainly two ways to open live rights. There are more than 40 thousand fans of tagging sellers, more than 40 thousand of them can be opened regularly, or the W4 level can be opened for application. However, if the latter is allowed to open live permission, the permissions will be closed when the level of micro scouring is reduced to less than W4. The single live broadcast time is more than 30 minutes, and the number of people watching more than 300 people in a single field can be defined as effective live broadcast.

In addition, Taobao women's clothing also mentioned that if businesses want to improve the content and the passing rate of products, they need to know the requirements and standards of different channels, and prepare for them to cater for different themes. At the same time, this year, the big promotion businesses can choose to mark all the commodities as much as possible, because the whole day net goods are not included in the historical sales volume, which can solve the priority problem of Commodity daily sales that the businessmen are worried about after the past big promotion.

When the content status is increasingly highlighted, businesses should accumulate more content in daily operation and do well in the operation of fans. After all, only a certain number of fans can form better content communication and provide conditions for transformation.

　 In addition to the sea view room, personalized display is the main.

This year, the whole industry will promote a total of 38 venues, 24 industry venues, 3 marketing platform, 2 content platform, 1 peripheral venues and 8 vertical and four horizontal distribution of 8 venues. The women's clothing industry consists of 18 sub venues, which are divided into 8 shops and 10 single product sub assemblies. In addition, there are iFashion venues, marketing venues and event venues in the horizontal venue.

It is worth noting that there are some differences between the shop area and the single product area. In addition to the larger styles of factory outlets, the shop area has more accent shop modules, which are suitable for shops that are not very high in volume but with tonal shops. As for high-end luxury goods and red people can not participate in shop investment, only a single product investment.

At any stage, consumers' good shopping experience is what Taobao platform is pursuing. When consumers enter the platform, if the goods they see on each port happen to be their favorite style or the goods they plan to buy recently, they will undoubtedly shorten the purchase path and make it easier to get a good shopping experience. This personalized recommendation algorithm is based on the principle of "cater for psychology" in psychology, which will be extended and enlarged in this year's big promotion.

First of all, personalized recommendation of the end of the commodity entrance and content entry, in the big promotion day, after the adjustment of the home page module, the pit will be more prominent; secondly, in the double 11 industry floor structure, it is no longer just like the previous years to take the first floor mode of women's clothing, except for the sea view room, all of the following are personalized display based on different consumers.

After entering the entrance of women's wear, the 8 shops display logic. In addition, the personalized application is also reflected in the navigation position. The big promotion will change the past activities insert three personalized single product blocks, directly put on 9 sub venues, and consumers in these 9 locations see what kind of sub field is in the end, also naturally pushed by the personalized algorithm.

In the big promotion of personalized continuous promotion, women's clothing recommends that if businessmen want to get more exhibitions, they should pay attention to the accumulation and interaction of early fans, improve the frequency of activities, make targeted preparations on the application materials, and reflect diversity and personalization. We must ensure that the fifth display of the baby is white background map, because only in this way can we be grabbed by the personalized logic.

At the end of the channel, this year's double 11 Taobao women's clothing category does not have panic buying and Juhuasuan, but only keeps gold coins and daily specials, which requires businessmen to make certain adjustments in the preparation of double 11.