Project Background
The merchant is a transformed brand from a sportswear factory. Its Taobao store mainly focuses on outdoor quick-drying clothes and hiking pants. In the early stage, due to fierce category competition, ambiguous product positioning, and scattered traffic, the monthly sales volume was only 1,200 orders, making it difficult to break through in the red ocean market.
Core operation strategy
1. Precise entry into niche markets: Analyze the data of the sports and outdoor category on Taobao, avoid competition from mass fitness clothing, focus on the niche scenarios of "light hiking" and "urban commuting outdoor", position the products as "balancing functionality and daily wear", optimize the product titles (add "urban hiking" and "quick-drying commuting pants") and display the product detail pages in a scenario-based manner;
2. Precise matching of keywords and activities: Optimize SEO for long-tail keywords such as "light hiking equipment" and "quick-drying clothes for women's commuting" to increase natural search exposure; Sign up for vertical events such as Taobao's "Outdoor Travel Season" and "Functional Clothing Special Session" to obtain precise traffic.
3. User community operation: Guide users who have placed orders to join the community through Taobao customer service, push outdoor dressing tips and new product previews, organize "cashback for sharing orders" activities, and accumulate precise users. At the same time, collect user feedback, optimize the product layout and color matching, and enhance user satisfaction.
Project outcome
After four months of cooperation, the monthly sales volume of the store increased from 1,200 orders to 8,000 orders, and the GMV exceeded 640,000 yuan. Among them, the quick-drying commuting pants became a bestseller in the "light hiking pants" category on Taobao, with monthly sales exceeding 3,000 pieces.
The accuracy of store traffic has significantly improved, with the proportion of natural search traffic reaching 55%, and the conversion rate rising from 4.1% to 7.5%.
The store's DSR score has remained stable at 4.8 points, with a user approval rate of 98%, successfully establishing brand recognition in the niche market.
