Source: Jianfeng
At present, it has become an inevitable trend for the footwear and apparel industry to move from the private domain to the global layout, and how to optimize its own private domain system and realize the integrated operation of the whole domain has become a consistent problem faced by many brands.
May, a lecturer in the footwear and apparel industry of 01 Digital, shared the global operation methodology of the footwear and apparel industry with the theme of "Global Operation Growth System". Here's what May had to say:
01. Footwear and apparel industry global growth strategy map
Hot topics and opportunities to break the situation in the footwear and apparel industry
The online development of the footwear and apparel industry is rapid, but offline is still the focus, so the topics that everyone is discussing are: how to break the situation in the whole domain, consumer digitalization, enterprise WeChat refinement, mall precision, shopping guide and store digitalization and other topics.
The global trends we see are: focusing on "precision marketing" to cultivate minds, "offline channel extension" to take the digital empowerment of shopping guides as an extension of offline services, and omni-channel construction focusing on "refined operation of the whole life cycle of consumers".
At present, we need to break the situation first: the construction of three-dimensional interactive fields, the refined operation of users, and the creation of global commodity links.
Footwear and apparel industry global growth strategy map
From the perspective of the global growth strategy of footwear and clothing, we need to consider the three pillars of the house: brand and user links, online and offline links, and users and user links.
Three rooms: positioning and strategic operation of people, fields and goods, how to reach different users, how to position different fields, and how to package different goods.
There are also underlying user NPS, middle office systems, and digital products.
02. Refined operation of users in the footwear and apparel industry
[People]: "Fission X growth" connects the whole life cycle of users, and the growth of full-link nodes
The user cycle node is divided into three dimensions: 1. Purchase experience link; 2. Purchase annual behavior, 1 time, 2 times, sharing, churn;3. Think about the node from the definition of what kind of behavior label the user is.
Based on the understanding of users, we will achieve accelerated growth only by doing operations and fission. For example, in the construction of the user's growth system, fission gameplay link cooperation, so that the growth of each node of the whole link can be truly achieved, and even the growth of multiplication.
[People]: Continuously optimize the user experience link and improve user stickiness
How can a brand case catch the user's attention through the "parcel card" design (4 versions, multiple points of interest) in attracting new users? Among them, it is necessary to pay attention to the simplification of the design link, preferably no more than 2 steps; from our practice, the highest drainage rate can be 14%.
[People]: With content-social-commercialization as the cornerstone, we will continuously improve the user hierarchical operation base map
What most brands must be doing is membership stratification, which is commonly divided into gold cards, silver cards, etc. according to the consumption amount, and then matched with different rights and interests, but to really do user operation, it is necessary to combine the user's sales, behavior, purchase frequency, etc. for VIP and SVIP classification.
We can distinguish operations through content, social networking, and commercialization, and can clearly plan what content will bring what purpose. For example, new users use the point mentality, growing users use brand membership day, potential VIP use limited/exclusive, VIP use new product experience officer, SVIP new product launch conference, and similarly, the rights and interests of social services and commercialization are also differentiated.
03. Field positioning and operation efficiency improvement of the footwear and apparel industry
The field positioning of three-dimensional interaction determines the differentiation of publicity and distribution strategies
In terms of the field, integration and three-dimensional are the key things we need to think about, and this decision is how to differentiate the publicity strategy. For example, Qiwei: community is the battlefield of interaction and transformation, circle of friends is the show, private chat is the temperature of accurate service, mini program: not only transaction, but also user experience and mental creation of the sharing place, video account: public and private domain closed-loop and transaction.
For brands, the three-dimensional construction of the micro-ecological field can maximize the breakthrough and growth.
【Field】Enterprise Micro Community - Matrix Community Classification and Positioning
According to the organizational nature of the brand, direct sales/agents, headquarters/branches, etc., the community can be matrix planned and positioned, and then combined with content, social networking, products and services to distinguish the content "personality".
For example, we see a layered matrix of headquarters-region-stores.
Headquarters positioning: brand and content marketing and [insight], the establishment of centralized community content service areas, such as: KOC cultivation group, public domain operation group, endorsement group;
Regional positioning: localization/urbanization as the center, providing [special] services, such as: regional brand activity group, cross-industry cooperation group;
Store positioning: to provide more [warm] services with a single store as the center, and common: full-price membership services and outlets sales group.
【Field】Enterprise Micro Community - A community is equivalent to a club
In terms of community operation, what we want to convey is that a community is equivalent to a club, so the entire user experience will not just stay in the store, we need to extend to some other contact points, communities/live broadcast rooms, etc., to improve the user's interest and stickiness through different column operations.
The customer's experience is the secret of the community, and the interaction within the group and the organization of offline activities can connect the brand with everyone's life.
Over time, you will find that there is a lot of KOC feedback, OOTD, etc. to add richness to the content of the community.
【Field】Enterprise Micro Circle of Friends - Rhythmic exposure and rich content bring a strong growth in click-through rate
In the case of the operation of the private domain circle of friends, I would like to focus on a set of figures, after we cooperated with a footwear and clothing customer in April, the number of push items was reduced by 50%, the implementation rate of shopping guide was 80%, and the UV of mall drainage increased by 4 times.
In fact, many brands in our circle of friends may still be doing some price-driven content or high-level content of a single brand, and we are really from the perspective of user stratification and wearing scenes, combined with hot/eye-catching copywriting, to expose rich content rhythmically, thus bringing a very direct increase in click-through rate.
There will be some tips in this, for example: we will test what kind of creative users will be more interested in, what colors are attractive to users, whether it is better to use large QR codes, small QR codes, or short chains for drainage, and what kind of products users will be willing to click on and convert in Moments.
After testing the operational data from each section, we will continue to iterate the content, and finally make a content ratio plan with strong grass planting or strong conversion.
【Field】Mini Program Mall - Matrix / Thousand Stores and Thousands of Faces Mini Program Positioning
After talking about the community circle of friends, let's talk about the mini program mall, in fact, many brands are doing matrix mini programs, such as the brand official website, branch regional mall, outlet mall, and distribution mall.
For different Mini Programs, how can we differentiate from content social networking and product services, and provide corresponding operations?
For example, the positioning of the headquarters mall: the content of experience rights, the co-creation of KOC KOL, and the planning of brand activities; the regional mall is more driven by products and activities; and the operation of each mall can be content, social, and commercial.
【Field】Mini Program Mall - Member rights and interests, content, gamification and interaction to enhance UV and retention
In addition, member rights and interests and communities can be integrated into the Mini Program, integrating the user experience scenarios, and improving the sense of experience, equity, and scene for users, or increasing the development of gamification interaction to improve the UV and retention rate of the Mini Program.
【Field】Mini Program Mall - Present diversified content through product power to improve conversion rate
Another example: how to reflect diversified content in the operation of the mall, you can design different ways to play in combination with the user's NPS to improve the performance of the product power.
For example, the joint model topic, KOC/OOTD topic, core category topic, and top-notch goods topic, if the strong conversion can also be created through the interests of marketing activities, exclusive private domain activities, mainly for the target user group to carry out circle of friends and private chats, so as to carry out strong conversion.
【Field】Undertake the digitalization of core traffic stores and shopping guides to provide operational efficiency
There are also two traffic carrying fields: stores and shopping guides.
【Field】Digital shopping guide hierarchical operation mechanism
In terms of digital shopping guide, you can do a hierarchical operation mechanism, the ability and status quo of shopping guide can be followed regularly, we put the performance of the shopping guide through online and offline sales, and the absolute value of the number of micro users, dynamically put it in the four rules, through different operational purposes and grips to drive the shopping guide, and constantly tap the highlights and promotion points of the shopping guide.
For example, if some friends have many fans but low sales, then in this case, they can be assigned to group C, and they can precipitate their experience in acquiring customers and attracting fans in terms of operation, and give incentives for sharing, focusing on improving their willingness to sell online and their ability to sell.
【Field】Digital shopping guide drives the operation case
We operate through the digital shopping guide of multiple brands this year: mainly TOP SALE, KOS; We found that the focus on doing top sale significantly changed the performance of several sets of numbers:
1. 15% of the shopping guide accounts for 60% of the performance;
2. The online sales billing rate is 90%, and the weekly billing rate is higher than 60%;
3. Increase annual online human efficiency by 10%-30%.
This is also based on the understanding of shopping guides. In addition to the head business shopping guide, in the era of social Internet and content, Xiaohongshu and video accounts are also the capabilities of stores and shopping guides, creating KOS shopping guides, producing content, and creating explosive sales;
04. Insight into the rhythm of private domain commodities in the footwear and apparel industry
The private domain needs to have its own commodity rhythm and business opportunities
We need to build a private domain commodity operation rhythm, take goods as the core to see a component of its business, and more can see that our GMV is equal to the SKU and dynamic sales rate of our category and the contribution of a single SKU.
【Goods】Commercialization - the global rhythm of new product marketing
In the past two years, many footwear and apparel brands have driven their private domain performance with price, which has faced great challenges since last year, such as how to connect the online and offline price system, and how to increase the sales proportion of new products.
Therefore, we believe that it is necessary to have a set of new product marketing rhythm SOP to build users' minds about the sales of new products in different fields, such as formulating stage strategies, KPI goals, mechanisms, publicity channels, stores, etc.
[goods] content - the wave of top goods on sale, is a private domain sales mind to create a weapon
Many brands will have representative top-notch goods, or brand image models. There is a very important marketing method in private domain sales: wave sales. What is a wave sale? It is to first design an attractive theme for the product/service: such as "Taihang" and "Really Okay", find the audience of the shoes, and determine the theme direction of technology, scenes, and a multi-color to make promotional materials.
In terms of content, it focuses on simple and powerful, keeping fresh hot spots, sharing products/services, etc., combined with global three-dimensional social networking and matrix promotion, publishing information at the right time, collecting feedback, and interacting with fans.
【Goods】Social-brand integration of KOC power
On social media, by integrating the power of KOC, we can create popular products with different personalized content, so as to improve content productivity and user influence. In our case, 500 KOCs can fission accurate 500 users, and related content has received 20,000 likes, achieving a 10% conversion rate, and I believe that in 24 years, the socialization, content, and commercialization of products will be an opportunity for brands to break through and explore.