Content marketing is the focus of Taobao this year.

The net red threshold for shoes is higher because there must be a strong supply chain foundation. At present, the number of net reds in footwear is small, so there is less competition and greater opportunities. Therefore, a major focus of this year's Taobao footwear is in the excavation and construction of footwear red shop. When more and more categories such as clothing and beauty began to try the new gameplay of the Reds, the footwear business is also a bit "incapable of loneliness", and they also plan to try water. Recently, a Taobao footwear red man business conference was held in Guangzhou. At the meeting, grape Lee, Wang Xiaodu, etc. attended the event as a shoe red representative.

The net red threshold for shoes is higher because there must be a strong supply chain foundation. At present, the number of net reds in footwear is small, so there is less competition and greater opportunities. Therefore, a major focus of this year's Taobao footwear is in the excavation and construction of footwear red shop. In the end, what requirements do merchants need to meet before they can step on the red carpet of the red store? What are the better quality benefits that can be obtained after the network red? With the changes in the demand level, the trend of Taobao is also “following the wind”. From the general perspective, there are several major trends in e-commerce:

First, after 90, it became the main force of online shopping. In this regard, the person in charge of Taobao shoes and boots, Ze Yue said that the path of “shopping” on the Internet after 80s and 90s is different. After 80s, it prefers to go shopping, and choose the styles that are preferred through the listed products. But after 90, not only look at the pictures is enough, they will see more descriptions, they will have more demand for goods, "after 90, you need to interact with the store, I hope to see more interesting content in the store. Marketing, this is also a piece of content that Taobao will focus on this year."

Second, community. Communityization mainly needs to combine content, find the point of interest with buyers, and draw points to improve the community and enhance the interaction between the platform and users.

Finally, personalization. At present, the proportion of PC-side traffic shows a significant decline. On the contrary, the proportion of traffic on the mobile side is getting larger and larger. "We found that the part of the traffic in the hand-picked traffic is from the personalized shopping guide, for example, guess that you like it. Similar shops after the shopping cart, etc., "Ze Yue said that these personalized portals can help users make shopping decisions in a limited time.

Because Taobao is all-encompassing, the goods are more and more comprehensive, but because of the choice, the cost of the user's precise choice of the goods they want is getting higher and higher. "On the one hand, it is suitable for oneself and cannot lose quality," The demand is prioritized. In recent years, Taobao has opened more than 10 brand markets, including iFashion, very home, and Chaodian Street.

Taking apparel iFashion as an example, Taobao apparel will make iFashion the first traffic portal in 2016, and it will occupy an important position in the revised Taobao PC and wireless terminals. The purpose is to cultivate more and more native brands who are keen on original design, to provide consumers with new generations of high-end fashion and personalized wear recommendations, and become a channel brand after the Pan-90.

In this regard, Ze Yue said that this year Taobao footwear will fully guide and create a group of stylized sellers. In the past, we defined the benchmark sellers as branding and trademarking on the one hand; on the other hand, they have strong trading ability and will not care too much about his customer price and style, but the current new system completely broke the old system. "Our definition of new sellers will not care too much about the deal. On the contrary, it will pay more attention to the tone and style of the store. There are big sellers and small and medium sellers. In short, it is to provide consumers with a place to get trend information. ”

There is no doubt that content marketing is the focus of Taobao this year, and merchants can stick to consumers through a series of interesting, affectionate, useful and valuable marketing games.

The first is Taobao headlines, the release of timely fresh Taobao activities and big events, as well as a series of authoritative, consumer-oriented life information, as well as a series of interactive experience sharing, the current headlines are the key blocks that many businesses actively participate in. It is of great help to the content guide of the product and the construction of the community.

Once again, there are three categories of good goods, love shopping, and must-buy lists. All of them belong to the selected content marketing position. There are good goods mainly collecting the design of good things in the world. Love shopping is the appearance of the appearance association. The community, and the must-buy list is to help you organize a complete shopping list.

As can be seen from a set of data, the proportion of traffic in the content channel is gradually increasing, especially like the micro-Amoy, the daily good store, especially in the traffic dividend period, the merchants need to operate well, laying the foundation for the further development of the store in the future.

Not long ago, the net red Zhang Daxie sold nearly 20 million goods in just 2 hours through Taobao live broadcast. The nets like Zhang Dazhao, Sydney, and Chen Wenyang have already been familiar, and the phenomenon of net red is also working. Subverting the traditional e-commerce model, through its influence, it quickly penetrates into the clothing, beauty, maternal and child, digital, sports and other industries.

In the composition of this wave red, we found that the number of red people engaged in footwear is small. What is the reason? Taobao footwear senior operation Xiao Eryu said that on the one hand, the shoe bag is not like clothing. Mainstreaming, consumers' demand for shoes is not as big as that of clothing. On the other hand, "the supply chain of footwear is more difficult to control. For Net Red, 1 million can be used to prepare goods for 108,000 garments, but if it is Footwear may only be available for 1-2 million items, because the heel type and bottom type of the shoes are unique. Unlike a garment with a barrel of fabric ready to produce multiple pieces of clothing, the cost is not the same. The cost is much higher."

The net red threshold for shoes is higher because there must be a strong supply chain foundation. At present, the number of net reds in footwear is small, so there is less competition and greater opportunities. Therefore, a major focus of this year's Taobao footwear is in the excavation and construction of footwear red shop. In the end, what requirements do merchants need to meet before they can step on the red carpet of the red store? What better quality rights can be obtained after doing the network red?

If you want to become a shoe red shop, you need to meet the qualifications. First, the store has a certain fan influence. Secondly, there is a new explosive power. Once again, there are high-quality products. Finally, high-quality colleagues still need to have certain The style, these are the thresholds outside the store. "In addition, the store needs to meet three conditions, first the Taobao store, followed by the iFashion store, and finally the seller with the new style label," when the seller meets all of the above The standard can be used to fill in the registration information in the system.

Taobao’s Xiao Er will review a round every week, and the shops that pass will be qualified, and the shops that do not meet will be retired immediately. Once they become Taobao shoes and red-handed merchants, merchants will get several benefits, including control over theft, intellectual property protection and the flow of traffic.

For more information, please pay attention to the world clothing and hats Internet cafes.