In recent years, consumers' requirements for trends have continued to increase, and user groups with different interest circles have been divided, and consumers' interests have "shifted", testing the strength of brands to follow the "new trend" changes at all times. Therefore, consumers have also put forward higher requirements for the ability of clothing brands to create new products.
In just one month, it achieved a 32-fold increase in new product sales, a 35-fold increase in exposure, and continued to launch explosive women's clothing, and also gained a lot of fans. Fashion women's clothing merchant Molly is pleased with this.
So how to ensure that your new products are not flooded after launch, and how to ensure that your products can stand out in the massive number of new products? Today Molly will take you to sort out the basic ideas of new product promotion.
Molly's women's clothing store style is hot girl style, is one of the mainstream preferences of Southeast Asian consumers, around the style, Molly according to the change of trend elements and the change of seasons continue to be new, on the basis of good selection, coupled with clothing style, color, design, yard number, quality, sales price and other aspects of the blessing, store sales continue to grow.
Seasonal clothing has a very clear best-selling time node, Southeast Asia is about to usher in a high temperature summer, generally before the season consumers will be prepared in advance, and a 0 sales 0 evaluation of the product is difficult to attract consumers, in order to get more traffic in the best-selling season, Molly in January Supernova promotion products just launched immediately applied to join, in the promotion of just one month, supernova generated new product orders have exceeded a thousand single mark, the speed of new product incubation far more than before, The average ROI is as high as 5.6. Molly said that the basic sales generated by Supernova play a good warm-up effect for the explosion of the product.
Lazada's supernova for new product promotion is a pure algorithmic automatic optimization strategy for new products (new products within 90 days of the store), 96% of the products attract consumers on the day of the supernova, and 37% of the merchants create a "supernova" promotion, and achieve conversion or significant sales growth within 7 days.
Molly stores also need more new categories on a daily basis, each Supernova plan selects 10 new products, and sets enough daily budgets, with an average of more than 100 clicks per plan per day. Molly usually sets up more than 6 promotion plans, "Separate promotion plans can better observe the performance of new products in the new series," Molly shared.
The new products are tested with a 7-day promotion period to quickly test the performance of the new products in the market to judge the weight direction of the new products in the store. For potential new products, she usually increases her firepower, sets a 30-day promotion period, and sets a higher daily budget so that the promotion plan can get 300+ clicks in a single day.
Through the super nova to promote new products, full effect treasure hit the explosive products, Molly's women's clothing store in a number of sites have been sold, the full effect treasure single volume reached 5,000+ in a single month, the performance is booming.
Molly admits: "The stage of product selection is very important, and it can even account for more than 50% of the importance of new product promotion. In other words, if the way you choose the product stage is wrong, and the selected product category is located in a red sea, then the later promotion will make you feel very laborious, and even if you work very hard, you may not be able to achieve a successful breakthrough in the end. ”
Therefore, in the single product dimension, if Molly observes that some new products have clicked more than 100 times without adding or converting, she will consider stopping the promotion of the new product, stop the loss in time and allocate more budget to other new products that perform better.
In the face of the rising demand for fashion items in Southeast Asia, Molly said that she is full of confidence that she will achieve a new peak in performance in 2022 through in-depth understanding of target consumers in Southeast Asia and her own supply chain advantages.