2022-05-27

熬夜做大促方案?进来感受官方给的全盘营销规划!

还记得去年美国夏日购物季的销售额增幅一跃成为全美最大的节日之一,仅次于黑五和Prime day。而夏日购物季的促销一般会从5月持续到8月,因此,准确掌握目标市场的消费趋势、制定正确的产品营销策略,才能在漫长的夏日大促季中获得业绩增长的长足动力!

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2022美国&德国市场夏日大促产品策略及营销要点

⑴最热门的电商品类及潮流趋势

过去12个月内曾网购的所有商品中,服饰类别仍然是最受美国网购用户欢迎的商品,如果商家能够多分享些关于商品的所有资料、提供足够的担保和简易的退货方式,并保持高质量的客服水准,用户的下单的速度会更快!

(服饰类别最受美国网购用户欢迎)

德国的消费者相对就比较挑剔和敏锐,其网购退货率也是全欧最高,服装鞋子、家用电子产品、与小孩相关的物品、汽车配件和运动用品是德国退货最多的5大类别,由此可见德国热门网购产品中,这5个商品的销售量也很可观。

由于德国在互联网出现前的传统邮件下单文化,顾客在目录册挑选商品下单、收货满意后才付款,导致一定程度的商品在过程中被退回,因此我们中国卖家在面对德国市场时,一定要额外注意提供清晰的图片和产品资料来降低退货率,除了物流更新进度、追踪资料和清晰退货政策等基本的售后体系要明确的给到顾客以外,如果能使用环保的包装和打包的商品一起寄出的话,消费者可能会更愿意"买账"!

(2022春夏时尚潮流)

(2022春夏流行色)

⑵电商平台热搜词和热卖商品

▶美国电商平台趋势关键词

(电商平台上按搜索量计算最受欢迎的关键词,列表中删除了中性或通用关键词)

summer outfits for women

business casual outfits for women

gym clothes for women

try before you buy womens clothing

summer clothes for women

80s outfit for women

fashion tops for women

womens summer clothes

try before you buy

womens spring clothes 2022

plus size workout clothing

fashion tape

sets for women clothing

summer clothes

spring outfits for women 2022

women workout sets

two piece skirt outfits for women

80 styles clothing for women

womens fashion tops

womens summer outfits

gym sets for women

summer outfits

workout outfits for women

women summer outfits

women shorts for summer

cute clothes for women

90s outfits for women

plus size clothes

womens clothes clearance sale

womens sets 2 piece outfits

(美国夏日购物季的热卖商品)

▶德国电商平台趋势关键词

(从德语翻译成英语;电商平台上按搜索量计算最受欢迎的关键词;列表中删除了中性或通用关键词)

sport set women

gothic clothing women

vintage clothes

women's pants

white trousers women

grunge clothes

gym set women

goth clothes

pants teen girl

hotpants ladies

sweater women long

fitness leggings women

punk clothes

summer clothing for women

business outfit women

yoga pants

crop top lace clothing women elegant

festive clothing ladies

sportswear women set

fitness clothing women

yoga women's trousers

leopard top women

summer outfits women

sweatpants teenage girl

party tops women

jogging pants ladies high waist

vintage clothes 90s

t-shirt teenage girl

sport leggings for women

party outfit women

(德国夏日购物季的热卖商品)

⑶夏日促销定价策略

对于今年的促销定价策略,更推荐分层折扣来推动清仓。

(分层折扣以推送销售和清仓)

品牌官方网店能够让商家更自主地采用多样化的商品促销技巧,例如会员限定优惠、优惠码、捆绑式销售、限时优惠、首次购买或新会员折扣等等。电商平台促销技巧局限于平台规则,普遍的促销方式有利用优惠券和平台已有的促销内容。

(从6月开始宣传与促销,直至8月底)

原文转载:http://fashion.shaoqun.com/a/1009207.html


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