Second-class e-commerce | Toutiao & clothing category delivery plan + case sharing

The clothing category has always been a product with stable consumption in the second-tier e-commerce industry, and it is also the category with the largest share of total consumption on Toutiao. There are also many products on Douyin, and consumption is basically stable. It is recommended to update a variety of clothing categories.

Toutiao is promoting new clothing products this time. Consumption during the summer is basically stable and relatively good. You can try it.

Such as: women's dresses, men's and women's ice silk pajamas, sun hats, men's shirts and T-shirts, underwear, men's and women's canvas shoes, sandals, etc.

Clothing launch case data

Category: Clothing

Name: T-shirt set

Consumption: 197215.13

Orders: 2194

GMV: 546627

CTR: 1.86%

CVR: 2.01%

Conversion price: 249.15

Conversion cost: 92.29

ROI: 2.77

Summary of marketing experience : Hot-selling products are concentrated in men's clothing (T-shirts, suits, etc.), women's clothing (underwear, couple's clothing), and shoes (sandals, beach shoes).

1. Product Features

The comfort and casualness of T-shirts have won the love of many friends. T-shirts are unique in texture and style, and have become a popular clothing for modern people. T-shirts are mostly made of pure cotton, comfortable to wear, casual, and convenient for people's activities. T-shirts are always a must-have and can be worn with shorts and jeans.

2. Consumer groups

In terms of age, the average person in the age group of 15-45 years old consumes 5 T-shirts per year, which belongs to the middle-aged and young people. When the promotion population is selected, the promotion can be targeted by population age.

3. Product price

Based on the pricing of each product, the suggested retail price range is between 99-198.

4. Life Cycle

The T-shirt Market Research and Development Trend Forecast Report released by China Market Research stated: my country is a major consumer of T-shirts, consuming more than 3 billion T-shirts each year. People's demand for clothing has generally increased, and they require to wear what they feel and in line with their life needs.

5. Audit suggestions

Absolute terms, such as "first", "best", etc., are not allowed; underwear and clothing materials must not be exposed (real people do not show cleavage, comics do not show breasts, and sensitive words such as private parts are not allowed) or have bad connotations and other pornographic and vulgar content; real people (only underwear) are not allowed in the entrance picture/video; qualification certificates are required for special materials; it is prohibited to sell counterfeit and shoddy products, including but not limited to: Hengyuanxiang, Montagut and other brands; absolute terms, such as "first", "best", etc., are not allowed;

Author: Guang Pusher

Source: Guang Tui Shou