2016 Taobao Men's Clothing, How To Change, How To Survive And How To Develop!

Sellers and consumers are changing, the first year of individuation.

We interpret the changes of sellers and consumers in detail.

After 90 to 00, they will not blindly follow some brands, emphasize their self and personality, and even think that big brands are not cool enough, which means we need to make adjustments to product development.

The former contents refer more to the details of merchandise and the front page of stores. But now, the definition of content is more extensive. We will introduce some popular fashion information, which may come from KOL, from professional organizations, and may also come from sellers. The stories behind products and shops are very attractive.

April 9th, 2016 Taobao men's clothing sales conference in Alibaba

It brought Taobao to sellers.

Directions, plans and guidelines for 2016.

Already completed, content and community-based is the direction.

This year, the significance of the seller's conference is different from the past. In the 12 or 13 years, we established contacts with everyone and talked about the way of future development. At that time, the merchants of Amoy brands had made money; in the first two years, when we talked about wireless, the Sellers who listened to them also made money.

The 16 year is very important. This is a watershed. The theme of this year is "change the future."

There are two meanings. One is a strong sense of crisis.

In recent years, the growth rate of men's clothing is faster, especially the head seller.

We need to have a sense of crisis and how to create new opportunities through crisis. This is where we want to communicate with you.

Recently, you will often hear two directions of our business: content and community-based.

How to understand? Why do we not talk about discounts, prices, stocks and styles this year, but about content and community?

I am here to make a sharing of the reasons behind this.

In the past two years, we have been saying that the wireless era is coming.

In the meantime, the entire Alibaba group has completed the wireless pformation. It is precisely because the advent of the wireless era has led to many changes.

This is also the reason for the merger of Taobao and Amoy. We have completed the pition in the wireless era.

First, wireless users have changed.

Taobao has gone through 12 years, and the mainstream users in the past are 70 to 85. They have supported us for 12 years. However, many data clearly reflect one thing. The main users here are in the group from 90 to 95. No matter the number of people buying or the amount of money being traded, they are all over 50-60%. This is a terrible thing to think about. It is hard to see that the mainstream user group is after 90 to 95.

Before we know it, many of our previous designs, products, supply chains, ideas and portrait of users still remain in the past stage. This is the biggest background change.

What does this change have to do with us? After 90 to 95, they grew up in the Internet environment, playing with mobile phones every day, watching Japanese dramas and Korean dramas growing up. Under such growth environment and consumption concept, their understanding of fashion, especially clothing, is quite different.

They will not blindly follow some brands, emphasize their ego and personality, and even think that big brands are not cool enough, which means we need to make adjustments to product development.

Another important point is that the lifestyle of these people is making wireless more and more popular.

Apart from the prosperity brought by technological breakthroughs, this group of people's lifestyle has made wireless the absolute mainstream, accounting for 70-85%'s turnover.

Wireless has a huge impact on our business. People may have 30 minutes to 1 hours before sitting in front of the computer. At that time, the centralized traffic and shopping guide would be very effective, because in a centralized time, a marketing method such as search, list page, through train and drill show would be very effective.

But now you may feel that the effect of the previous tools is discounted. Is there any problem with our products? No,

Because the background is changing, in the wireless era, the time for users to touch the network has become longer and more fragmented.

What we need to do is to attract the attention of the users every time they touch the net, so that they can remember you and remind you of the next time you touch the net.

This is what I think is the biggest change in user habits at the moment, one is wireless, the two is user groups.

Based on this consideration, this year we propose that we must be community oriented and content oriented.

As you can imagine, users can't think of shopping all the time and spend a lot of time in entertainment in a day. At this point, if they can't intervene, they will lose these users. Pure shelf sales will no longer be effective, because users may come and go. This is their habit.

So content is very important, what is content? What we talked about before is more about commodity details and shop front pages, but now, the definition of content is more extensive. We will introduce some fashion information, which may come from KOL, from professional agencies, and also from the sellers, products and shops behind the story is also very attractive.

There is a story behind the product and fashion that will attract people, let users care about you, and let him know you better and become a die hard through dynamic. This is the content logic we talked about, including iFashion, and men's clothing will also do some other content forms, including collocation and time Shangzhi.

The second is community-based.

In the past, we sold things, and then made a return visit and touch up.

With wireless, the touch stickiness of consumers and consumers has become stronger. We can see that now the content based operation mode can maintain high viscosity, and I hope everyone can feel it.

Finally, I would like to give you a little suggestion. In the year of content and community, is there a group of people and a group of people behind? It is very important that this year's talent should be very sought after.