Double Eleven Strengthens "Content Marketing " How Does Taobao Online Shopping Platform Make Subdivision?

"The upgrading of consumption will bring about further changes in consumer demand".

Vice President Zhang Qin (flower name Yang Guo) shares in Taobao double promotion seller conference.

Sports outdoors is such a subdivision demand market, from the original long tail to the increasingly popular sports movement, whether consumers or sellers are experiencing the impact of this upgrading of consumption.

On the day after the whole network seller's meeting, Taobao sports outdoor industry double promotion seller conference was held in Hangzhou.

A group of sports shoes, sports shoes and sports jackets, with their own attitude collective appearance in the conference.

From sports time to wear, to become everyday wear style, "sports is not only functional satisfaction, but the fashion of life attitude", the head of Taobao clothing, Tang Song told sellers on the spot.

Strengthening content marketing to meet the needs of sports outdoor crowd segmentation

Sports outdoor products consumers have two big demand directions, one is sports wear, the other is special equipment.

The magazine's wind sports wear guide shopping content and encyclopedia sports equipment special knowledge, has more and more appear on the Taobao platform.

Tang and Song said that good content is actually good marketing, although the seemingly business cycle will lengthen, but the content of the community-based business operation mode has become a sharp tool to enhance consumer stickiness.

Take the big seller of sports shoes as an example, every day, you can produce a sneaker shopping guide that is comparable to the media editor level, and more fans and more fans' viscosity.

Content is thematic, rhythmic, crowd oriented, scene oriented and vermicelli oriented. This is the key point of content production mentioned by Xiao Er Ting Xiang, who is responsible for the operation of characteristic shops in sports outdoors.

In sports outdoor areas, sellers who can produce high-quality content can grasp the attention of the crowd under this subdivision demand.

In the upcoming double promotion activities, sports outdoor will also exert more efforts on the special scene commodity list and the trend sports style list, and the seller's high-quality shopping guide content will also be displayed more.

Differentiated operation, presenting the store characteristics with veteran players' image.

TaoBao

Responsible person Kai Jun in the seller's conference mentioned that relying on the growth of the sports community, many sellers themselves are the players of this game, and are senior users of their own products. Why not turn their advantages into store characteristics to tell consumers? This is also the mind of sports outdoor boutique shops and goods to the users of the "cool city".

Take fitness sellers as an example, they show their fitness results through channels such as live broadcast, constantly provide consumers with professional equipment recommendations, have evaluation and use of teaching, and have virtually become consumers' online fitness coaches, highlighting the characteristics of their shops.

There are also dead car sellers because of their love, original private brand of flying accessories, even dead flying style knapsack and cloak, but also because of its unique tonality on the Internet attracted a group of foreign loyalty powder.

A large number of original white-collar players have set up their own Taobao shops to promote their sports culture because of their love for sports.

In double twelve, this part of the characteristic seller will also become the main force.

Sports players will appear in the venue as a separate feature venue to meet the individual needs of consumers.

Emphasize the accumulation and interaction of fans and give play to the natural advantages of sports outdoor.

This year's double promotion, buy and buy basic game is still the same, but the increase will be the interaction between sellers and buyers.

This interaction is based on the accumulation and interaction of fans, so the advantage of the sports community is more obvious.

For example, the sellers of fans and the sellers of their own donkey friends are more suitable to mobilize their fans in the preheating period and pform the influence of the circle into a community economy.

Sellers can also find their core users through content.

Because with the increasing flow of privatization to centralization, Taobao's environment has become more and more suitable for sports and outdoor products.

By promoting this opportunity by double, we can use Taobao to activate potential consumers in the circle, and at the same time acquire new users through community word-of-mouth effect at a lower cost, which can minimize the cost of acquiring users.

grasp

To enhance the overall competitiveness of stores, and to accumulate fans to meet their consumption needs through meticulous and characteristic operation, the future of sports outdoor sellers has come.