Diaoyin E-Commerce "Good Goods Market · Anti Season Bottom Shopping Campaign", Which Ignites Autumn And Winter Clothing Business In Summer

"It's not that you can't afford it in peak season, but it's more cost-effective to bargain off in off season". At present, consumers have turned from impulse consumption and wild consumption in early online shopping to a higher pursuit of cost performance. "bottom shopping" and "leak detection" have gradually become new hot words in shopping. According to the survey, 2023 More than 85% of online shopping users are more rational in online consumption, and commodity price preference has jumped to an important factor for e-commerce platforms to attract consumers.

For the apparel industry, the sales cycle has a strong seasonal correlation, especially the apparel category with large unit price in autumn and winter is facing low consumption season in summer, which is difficult to obtain traffic and consumers' favor. The Diaoyin e-commerce "Good Market" IP has insight into the current market trend of the clothing industry, and has created a counter season clearance marketing game. From July 6 to July 19, it launched the "Good Market · Anti season Bottom Buying Campaign" activity, which focuses on the special sale, clearance, counter season, discount and other characteristics of the theme of the sale, hitting consumers' higher pursuit of cost performance, Help clothing merchants who mainly deal with winter categories to gain business growth opportunities in summer.

The data shows that during the activity period, the out of season category broke out by more than 30% year on year, the proportion of the new entrance to the mall&the search field increased by 5%, and the three categories of down jacket, cardigan, and cotton padded clothes/cotton padded clothes all achieved significant growth, of which the down jacket payment broke out by 73.3%.

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Cultivate off-season consumption mentality

"Autumn and winter clothing" ignites summer traffic

July is autumn and winter category Clothes & Accessories The off-season of sales is also the hot month of off-season marketing. The off-season low price promotion can not only help merchants to pre measure the amount of new products, clear the inventory and collect funds, but also improve brand awareness and cultivate more loyal users.

Based on this, the "Good Goods Market · Anti season Bottom shopping Campaign" combined with the industry to check the seasonal category goods in autumn and winter, create an exclusive anti season bottom shopping activity, launch a series of play methods such as hot spot linkage, characteristic live broadcast room, etc., and work together with clothing content experts to plant grass in anti season, help clothing businesses do a good job of water storage and drainage, and harvest growth in the off-season.

During the activity period, the platform created # a long planned off-season ootd Hot topics, linkage clothing, appearance Women's wear Industry businessmen and other talents jointly create high-quality content, cultivate consumption mentality, and enhance activity popularity. During the event, the number of Shangda applications reached a new high, with hundreds of relevant video content# Long planned off-season ootd The topic was listed within one hour after fermentation, and won the top 2 grass planting list and top 13 entertainment list, with more than 77 million topic broadcasts.

In order to make the event well exposed and attract more traffic, the event also matched merchants and talent, released short videos, created special broadcast rooms and games such as low-cost and high price live broadcast rooms, off-season great benefit live broadcast rooms, and low-cost and high price order ranking contest to help improve the reputation and business of merchants. During the activity, 30+head stores strengthened the promotion atmosphere through the decoration of the front page of the shop broadcast and the decoration of the broadcast room, which led to the special sale of winter goods with high customer price and the clearance of inventory goods.

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Good price, good product and good flow

Off season clothes become popular

In addition to diversified playing methods, doing a good job in undertaking is also the key to helping businesses grow. "Good Market · Anti season Bottom shopping Campaign" provides many shopping mall resources such as Aladdin Search, Value Shopping, and Seckill Channel by setting up event venues and topic pages, helps category merchants to do a good job of full quantity and good price pallets, provides increased traffic exposure, and provides effective support for business outbreak of merchants. During the event, 438000 people visited the search pages related to "off season clothing"; Commodity card transactions increased by 35%, content market transactions increased by 23%, and search transactions increased by 52%.

In order to undertake business transformation, the activity is to create "buy winter clothes in summer" The theme venue of "Cheap Now" focuses on anti season products such as overcoats, furs, down and cotton padded clothes, and provides full quantity and high price special pallets; selects men's clothing, women's clothing and children's clothing to create a list of anti season must buy items, optimizes search and push links and traffic support, and drives the transaction of goods.

It is worth mentioning that the activity will create a super value shopping and big brand Olai area in conjunction with Olai, to "copy the bottom price of big brands every day" With the theme of "super cost effective", it helps to drain pallets through channel subsidy coupons, premium discounts and other mechanisms, and at the same time provides field traffic exposure and promotion, providing a new trading position for the industry in the shelf area.

The activity also created a "colored egg" playing method, Linkage with merchants The store coupon "colored egg" was launched in combination with three core search hot words, which were randomly distributed to all users. Through playing methods, it can drive the browsing rate of stores and improve the efficiency of commodity conversion.

During the activity, a group of merchants and managers' shops gained traffic and business growth. Sumu/Jiaguo Garments actively participated in the activity of "live broadcast of good things+shelf promotion", and began to prepare out of season pallets half a month in advance for targeted arrangement; For the core market, we will increase the flow of welfare goods, clothing accessories, scarves, bottoms and other 9.9 yuan per second. During the activity, Sumu/Jiaguo Garments created 1 million products and 25 100000+popular products in the off-season special event; Compared with the base period, the daily average GMV increased 8 times month on month.

Children's wear merchants Shopkeeper Kuwami participated in the activity of "Good Goods Market · Anti season Bottom hunting Campaign" to develop and measure the amount of autumn sweaters, coats, pants and other anti season categories in advance and prepare for stock; In terms of customer group operation, a short video two weeks in advance warms up the autumn sweaters and coats and other popular products, and fans awaken customers to lock in the off-season arena. On July 10, the off-season shopping list rushed to the single name of the goods list. Lost and Found Tide Sign Focusing on the theme of off-season clothing, we made targeted price reduction arrangement for down, cotton padded clothes, sweaters and other goods. We made an inventory of 20 popular down clothes, all of which were sold at a discount of 3-5% compared with last year; At the same time, welfare goods such as shoes and bags are added for the core market; Real time incentives are provided to improve the sales in the big event through the live broadcast room of good things. During the event, the GMV of a single anti season special session of merchants exceeded 3 million+.

Talent @ Qiu Yingying @ Sister Dong @ Ye Keke @ Wen Jiao Read and Enjoy Life Haining Fur Traceability Special Session was created to focus on the origin of core categories such as leather clothing/fur/woolen cloth/down jacket. High quality and cost-effective autumn and winter clothing led to a business explosion, and the amount of GMV paid by the talent with the goods yard exceeded 10 million.

Based on the insight into nodes and consumers' psychology, "Good Goods Market · Anti season Bottom shopping Campaign" provides an effective way for autumn and winter clothing category merchants to achieve breakthrough performance with unique marketing strategies.

For consumers, the "Good Goods Market · Anti seasonal Bottom shopping Campaign" enables consumers to purchase good goods at low prices, bringing a cost-effective anti seasonal consumption experience and shopping form; For the merchants participating in the activity, the traffic growth brought by the off-season promotion activities has created new profit opportunities for clothing merchants in autumn and winter. Future Good Market "IP will continue to create diversified play methods to help more category businesses achieve business explosion.