Other people's dresses are sold out, and you follow up with jealousy, but the result is 500 pieces of the bottom of the box?
Peers say that woolen knitwear is the next outlet, you spent money on 10 models, but you didn't get any money?
Preparing for Double Eleven, what I am most afraid of is this kind of blind following the trend of "copying whatever you see"! It's like a headless fly crashing around, no matter how many bullets you have, you can't hit the bullseye.
Merchants who can really create explosive models are silently using a set of combinations:1 core idea sets the direction, 4 analysis dimensions dismantle the details, and 3 tables are landed into a popular stocking list。
Today, we will share this methodology and take you to create your own "explosive structure table", from "blindly following the trend" to "accurate betting", and clarify how to stock our explosive models.
01 Understand 1 core idea Explosive models are not copied out, they are determined in advance
Why can some merchants continue to produce explosive products?
Because they do not choose by "feeling", but by use"3D Crossover Method"It was determined early.
The planning ideas for explosive models are generally divided into two types:
(1) Merchants with brand scenarios and tonality have annual goal planning and budget pressure, and need to prepare product series and futures in an all-round way.
(2) Merchants who rely on "explosive products to start" will generally focus on one category or several core styles, and need to become the locomotive of a single track.
Regardless of the type of store or the planning idea, the three-dimensional cross rule is the first step in sorting out the "explosive structure table":
Industry trends (platform opportunities for the market) Competing products (consumer-proven selling points) Own advantages (the ability to land selling points) = must-hit models
02 Dismantling the "4 Dimensions of Analysis": From the industry to competing products, dig up every detail of the popular model
It's not enough to have ideas, but also to use 4 dimensions to break down the data to avoid "missing key information"
1.Dismantling industry trends and finding high-value categories is the easiest to produce explosive products
Many merchants choose categories based on "hearsay": "friends say shirts sell well" and "this anchor pushed sweatshirts"...... But the real data tells you:Not all categories are worth betting on。 Only by using the right tools to dig through industry data can we avoid the pitfall of "seemingly growth but actually declining".
✅ Lock in "high-value categories" in 3 minutes (with business advisors / clothing industry insights)!
Open the business advisor's "Market-Category Mining" or Zhiyi's "Industry Insights", view the historical data of different categories according to their main industry, and focus on these three categories for sales volume and customer unit price:
❗ Reminder to avoid pitfalls: Be cautious in these two categories!
- Category of declining scale:Jeans, sunscreen clothing, lace/chiffon shirt (it is recommended to cut the stock in half);
- The scale is the same but involuted:T-shirt (low customer unit price accounts for 70%, it is recommended to make a quality model of 200)
Practical steps:
(1) Open "Industry Insights" - "Category Insights", select the statistical time, check the year-on-year analysis, export the table and organize the category year-on-year data table according to your own analysis needs.
(2) List the categories with an increase of ≥5%, and calculate and record the "average customer unit price" (such as 236 yuan for slacks) for each category, and compare it with last year's customer order data to determine whether to increase the growth trend and placement price of different categories
(3) Compare the price band of the appropriate range (generally 100 yuan as a range in the planning stage), sort out the proportion of sales in different categories of price bands, and finally let the explosive model plan to the reasonable price range of the growth category
(4) Compared with their own stores, retain the growth category of "sold by themselves and have advantages", users' awareness of the brand will not be achieved overnight, no matter how good the planning is, users must pay for it (for example, the brand's main repurchase category before is dresses, it will be given priority, and the price band planning will be appropriately adjusted).
2. Use industry category data to rank and lock in the "benchmarking and competitive stores" under key categories
With the direction of the industry category, but many merchants still don't know "who to copy", in fact, the industry rankings have already given the answer.
Practical steps:
(1) Open Zhiyi's "Ranking-Store List" and select your selected statistical time, market, list type, and key categories (such as dresses, shirts);
(2) Sort by sales and find the "ranked 10-100" stores (generally skipping the top 10 leading brands, the supply chain and fast response efficiency are not on the same order);
(3) Screening"The average unit price is similar"stores (for example, the main sales are 200-300 yuan, look for 150-350 yuan), and "year-on-year increase of ≥20%" (indicating that they are starting this year, the method is worth referring to), using these stores as benchmarking stores in this category.
❌ Pitfall avoidance reminder: In the bidding store found in this way, it is also necessary to carefully select with 3 criteria:
1) The same model is on sale: ensure that the other party's popular model is still on sale (use Zhiyi's "competitive store monitoring" to see the shelf time < 3 months) to avoid "copying outdated models";
2) Style matching: If it is a "commuter style" store, it is necessary to exclude stores with completely inconsistent styles as competitive stores, such as "Korean girlish style";
3) Similar pace of listing: Give priority to stores that are "consistent with the new time band" or match the rhythm of e-commerce promotions, so as to facilitate reference to the stocking time of competing stores.
3. Combined with consumer trends, judge the "underlying logic" of competitive store hits
After determining the benchmarking store, don't worry about starting to analyze historical data and study the pallet structure, you have to look at it firstWhether the explosive model meets the current consumer needs。
If the popular model of the competitive store is in line with this year's consumption trend, it means that its logic can still be replicated, and if most of the popular concepts have become "outdated models" (such as the keywords are hot topics in previous years), then make appropriate trade-offs.
✅ The 6 major trends of young consumer groups in the past 25 years are the key to judging whether the popular models can be replicated:
Practical steps:
To determine the trend hotspots this year and even next year, in addition to paying more attention to the trends of major fashion shows and Taobao's official trends, you can also make good use of themZhiyi's "Trend Report" module。
(1) Open the "Zhiyi-Trend Report", select the industry and trend type you want to focus on, we have aggregated and sorted out a large number of trend hot spot analysis in 25/26, you can click directly to view it.
(2) Compared with the dynamics and core needs of consumption trends, it is possibleRefer to the case of the explosive model of the competition, see how the bidding store is designed for these needs, and sort out its own coping strategies and selection direction table.
4. Export the popular models of the competition store, and cross-analyze the four types of data "what does the explosive model look like"
Competitive store analysis is the same as industry trends, you can't just look at the sales figures, but also have to drill into each popular model, especially the popular new products in the store, to avoid missing the "core details".
The performance composition of new products in general stores is determined by the top 50 popular new productsTherefore, we need to disassemble and analyze all kinds of data of the new products of the Top50 in detail, especially the design of the shelves band, price band distribution, main image LOOK and product keywords.
Practical steps:
(1) Choose well in ZhiyiFocus on the competition store, add to the monitoring group, and quickly retrieve the new products with top sales from the auction store by filtering the shelf time, statistics time and store sales top magnitude in the "Monitoring Center - Competitive Store Hot Sale".
(2) Export product information in batches, and carry out attributes or product information at all levels according to your own needsSecondary custom analysisFor example, analyze the new product launch cycle of the bidding store according to the new time, or monitor the category distribution of the new product price band of the bidding store for secondary statistics to determine the new game of the bidding store.
(3) It may take a certain amount of time to break down to specific Top products, if you want to quickly view the analysis results of the bidding store, you can directly use the module of Zhiyi's "Monitoring Center - Competitive Store Analysis" to quickly analyze the results of the current grouped bidding stores in terms of category, attributes at all levels, price bands, etc., and immediately see what the structure of the recent explosive models of the bidding store is.
(4) After determining the focus on the explosive range, categories, and attributes, it is necessary to further determine how to design the keywords and main image LOOK of competing products, so that the explosive models you have prepared have a better chance of occupying the attention and traffic pool of consumers. When exporting products, we can select "Export Image" and organize the main image of the competitor store in the product details table.
PassSecondary processing of the title and main image of popular productsIt is obvious that the design of details is generally highlighted in the popular keywords of red sleeves to attract users in a targeted manner; The main picture of Sancai is more combined with the background to create a sense of scene for consumers, while Evely directly gives the selling points of the product in the popular main picture, which is simple and clear.
The color of EllE's popular main image is more complex, but after analyzing the main new cycle in December, it can be further found that ELLE's popular model is combined with the popularity of Christmas activities to match the new one, and it can also provide relevant references.
03 Use the "N X" principle to amplify your advantages and make the idea of "explosive" better implemented
With industry trends (platform opportunities in the market) and competing products (consumer-verified selling points), the last step is to integrate them into your own advantages (the ability to land selling points).Actionable Stocking List。 Use the "N X principle" to combine to maintain stability and seize opportunities.
- N (core category): Top category in the industry ∩ Competitive popular category ∩ Own historical popular category
- X (potential category): a trending category with a year-on-year increase of ≥5-10% in the industry, or a new category that starts from 0
We can also review all of the content just mentioned by asking ourselves 4 core questions that will help us determine what the hit we want to do looks like:
04 Conclusion
Finally, about the template and real cases of the "explosive structure table", we will leave it for the next issue to be revealed - we will focus on it"Designers can understand, easy to find"Teach everyone step by step how to transform cold data into "design instructions" that designers can understand in seconds, so that the "price band" and "design direction" in the table can be implemented into a real prototype of explosive models.
And, we will attachExamples of "explosive structure representations" that can be directly reused, and the whole process of using Zhiyi to quickly generate all the data required for the form (from data screening to parameter filling, not a single step).
With the right method, you can completely avoid the embarrassment of "the popular model you said is a waist commuting style, but the designer makes it a loose and casual style", so that the three parties of product planning, design, and operation can work at the same frequency.
