Brand clothes online sales plan book

First, the target market analysis

1. Market potential

There are nearly 3.2 million treasures in the search for underwear under Taobao. Among them, ck has the largest number of products, reaching 300,000 treasures. The number of famous brands on Taobao is also tens of thousands. Taobao searches for body sculpting products, with nearly 250,000 products, and has a huge potential in the body sculpting market. Under the underwear category, the baby accounts for 1/4, 60,000 of the baby, including body shaping underwear and bra occupying most of the market. Among the major body shaping brands, the market is based on Triumph, Tingmei, Fibre and Mark Buddy. Leading brands account for the majority of products.

The products of Daisy Jade are mainly body-building bras and body-building one-piece clothes. The situation of searching for silk jade on Taobao is as follows: there are more than 10,000 baby numbers, of which there are only more than 5,000 products under the underwear category.

However, there is a point. When searching for body sculpting products, Daisy Jade has a small number of products, less than 1,000 treasures.

Among them, Taobao currently has 106 stores with Daisy jade brand name or the main Daisy jade products. The actual number of stores is 181, and the number of non-member stores is 87. These will be potential higher quality customers and will be the focus of development.

2. Conclusion: Through the above analysis, I believe that the development of Daisy jade brand can be divided into the following stages:

The first stage is the distribution stage. The period is from November 9th to December 15th. With the existing members and the development of new members, it is expected to develop 300 sales agents, so that the number of Daisy jade brands in Taobao can reach About 60,000 pieces;

In the second stage, the screening of the optimized dealer stage, the cycle from December 20 to January 15 through the analysis of the reputation and sales of the developed dealers, screening for high credibility, can ship quality Dealers, gradually eliminate the single distributor;

The third stage is the market optimization stage. After the January 15th period, the second stage of the work eliminates customers who have no shipments and violates agency regulations, strictly controls market prices, and further increases distribution through planning and promotion. The sales volume of the business, while increasing the category and quantity of the products, to provide dealers with better quality sources and products.

3. Goals

In November, the number of distributions on Taobao is expected to reach 30,000, and the number of member dealers will reach 200. Sales will be determined; from November 9th to November 30th, 15 working days will be implemented. On average, 14 outlet stores are developed every day. On average, each channel commissioner develops 3 to 4 outlet stores every day.

Complete the distribution work on Taobao online before December 15 and prepare for the second stage of initial preparation.

Second, brand analysis

Stylish and elegant. Complete product portfolio, with adjustable bra, ordinary bra, body suits, belly pants, home clothes, thermal underwear, etc., to create women "comfortable, healthy, curvaceous." Adjustable bras and body underwear are now a more subdivided market for underwear. Daisy Jade's brand positioning is in line with fashion trends.

Third, product advantages

1. The total network generation, with exclusive network authorization, can regulate the operation of the entire network market.

2, the product has a high reputation, the style is complete in size, and the inventory is abundant.

3, to provide beautifully crafted data packets, every detail of the data package we have carefully crafted, free for dealers;

4, the provision of online shop decoration template;

5, online store optimization guidance: product ranking optimization guidance, product details optimization guidance, overall store customer experience improvement, store personalized guidance, store operation status monitoring analysis;

6, store business guidance, advertising and publicity guidance, event planning guidance, etc.;

7, through train promotion rebate: Mengshang on Taobao when the promotion activities, you can apply to the company, after the company's evaluation, will be reimbursed according to the monthly sales of the franchisees to a certain ratio of the through train cost);

8, special person responsible for brand operation, good underwear will have a dedicated person responsible for the entire Daisy jade brand market monitoring, will regularly check the dealer's price and product quantity. Regular promotions.

Fourth, sales channels

Conversion of existing resellers

Using the existing dealer stores in the background, through the Want Want group to inform the dealers to put on the Daisy jade brand of products, to complete the purpose of distribution.

Claim:

1. Existing brand authorized stores can put on silk jade products and enjoy 5.3 fold purchases;

2, the existing consignment store shelves Daisy jade products, enjoy a 5.8 fold purchase discount, if the number of orders in a month to more than 5 single, you can enjoy a discount of 5.3 fold purchase.

New dealer development

Principle: The Daisi jade brand is the store name or the store that mainly sells silk jade products as the key development target:

1. Stores with a credit rating of 4 stars or more can sell Daisy jade products and enjoy a discount of 5.8 fold. Monthly sales amount up to XX yuan, you can enjoy a 5.3 fold purchase discount.

2. If the store with a credit rating below 4 stars reaches 5 or more per week, it can also sell Daisy Jade products for free and enjoy a discount of 5.8 fold.

3. The initial fee is 300-500 yuan/year.

4, because the Daisy jade line under the string is more serious, so for the existing Taobao network dealer Daisy jade brand dealers, if not a good underwear network member, you must prepay the online franchise fee of 300 yuan / year to enjoy the network sales rights.

Agency sales policy

1. The minimum price of Daisy Yutaobao is 6.5 fold, and the price of all dealers shall not be lower than the minimum price discount;

2. Ordinary sales outlets must display Daisy Jade's products as the main push products on the front page of the store, and focus on recommending to customers;

3, the modification of the baby title, the title in the data package provided by the good underwear network only reflects the simple basic attributes of the product. It is a general-purpose data package. The dealer must modify the baby title after the baby is put on the shelf. The description can also adjust the template layout and add a complete baby description;

4, product knowledge learning, for many dealers do not understand the product, to bring a lot of inconvenience to the good underwear network customer service work, so for the dealer Dai Daiyu products dealers, after reading the baby must carefully read the relevant baby Detailed description, master the matching styles and recommended styles that each baby should have, and do not accept such product consultations when ordering.

5, Dai Silk jade brand authorized stores need to decorate the store, the promotion plate can only be related to Daisy jade product information, and the template replacement cycle should not be less than the first quarter.

Violation of punishment

The minimum retail price of the product is 6.5 fold of the price of the hangtag. The price of all shops shall not be lower than the minimum retail price. Once found, the first verbal warning and persuaded him to modify the price. If it violates again, the brand store will be fined 100 yuan, and the cooperation will be terminated. Non-refundable, ordinary consignment stores terminate cooperation, and will never cooperate.

Five, online store support

1. Price monitoring, regularly check the dealer's price, if there is a violation of the price standard, promptly notify the dealer to adjust and make corresponding treatment;

2, the selection of the best-selling styles in the statistics, through the wholesale network background or the sale and purchase of statistical tools, the Daisy jade brand hot-selling style screening, and inform the dealer.

3, inventory monitoring work, timely monitoring of inventory, for the out of stock product style to be timely notice, the shelves and products should be posted on the website, and notify the dealer within one working day.

4. Planning of promotional activities, regular promotion activities to increase sales of products.

Six, website promotion support

1. Website banner advertisement, create a banner advertisement on the website for Daisy jade products, and make an independent product release page. Please refer to the 2m production page. The page includes the following:

Daisy jade introduction

Joining support: the advantages and benefits of joining

, product details optimization guidance, overall store customer experience improvement, store personalized guidance, store operation status monitoring and analysis; 3, store business guidance, advertising and publicity guidance, event planning guidance, etc.; 4, through train promotion rebate: alliance When the company conducts promotional activities on Taobao, it can apply to the company. After the company's evaluation is passed, it will reimburse a certain percentage of the through train costs according to the sales completed by the franchisees each month);

Affiliate policy

Violation of punishment

2, shop promotion: there are ah shop promotion, in Baidu have opened a Daisy jade store, focusing on body shaping underwear, keyword optimization of products to increase Baidu's search volume. - Hu Wei is responsible, must complete the work of opening a store before November 15th, and put on the baby.

3, google keyword promotion, keyword advertising on Daisy jade products on google; - xxx is responsible, must complete the keyword selection and purchase work before November 10.

4, Alibaba store product release, in Alibaba store to release product information, small wholesale information, expand the influence;, before November 10, completed Ali baby shelves work and online sales treasure purchase work.

5, Taobao network group of shops to leave a message, use the store message group to send software to send information to join. ——xxxx is responsible for, and must start the store message grouping work before November 10th and continue to transmit for 1 month.

6, other promotion, Baidu space, 19th floor, word of mouth network and other communities also have blogs and other tools of Guiguang, through the Baidu index to search for the heat of relevant keywords, and use keywords to write soft text, xxx

Seven, effect monitoring

It mainly detects the traffic and the number of members brought by the delivery of keywords and the delivery of Ali.com, and further filters and optimizes the amount of advertising in the next step.