2021AMII品牌女装抖音直播间运营方案.pptx

2021AMII抖音直播间运营方案极简美学的原创设计品牌2021.0701市场分析Industry analysis02竞品分析Competitive product analysis目录03AMII品牌概述CONTENTBrand overview04直播间运营规划Operation planning05目标拆解Target disassemblyPART 01市场分析行业情况行业背景5月份女装前1000直播间(单号播)体量达73亿，300以下客单价的商家数与体量占比达到80%多。夏季低客单市场需求极其大前1000直播间各客单价占比客单价1小于100100-199200-299300-399400-499500-599600-699700以上总数商家数43231911937332412241000体量2,463,173,0002,396,023,0001,059,350,000267,126,000526,745,000229,842,00079,895,000286,934,0007,309,088,000商家数占比43.20%31.90%11.90%3.70%3.30%2.40%1.20%2.40%体量占比33.70%32.78%14.49%3.65%7.21%3.14%1.09%3.93%平均商家体量5,701,7897,511,0448,902,1017,219,62215,961,9709,576,7506,657,91711,955,583客单价2小于100100-299300-499500-699700以上总数700-800800以上商家数4324387036241000717体量占比2,463,173,0003,455,373,000793,871,000309,737,000286,934,0007,309,088,00070,687,000216,247,000商家数占比43.20%43.80%7.00%3.60%2.40%体量占比33.70%47.28%10.86%4.24%3.93%平均商家体量5,701,7897,888,97911,341,0148,603,80611,955,583商家数4324387036241000717市场分析5月份5百万以上品牌榜女装（含单品牌多号播的情况）有136家。总体量19亿，1千万以上品牌女装有70家左右，其中2千万以上的17家。300以下客单占大多数，200-299客单25个平均体量1千6百万，是高体量知名品牌集中价格区间。5百万以上品牌榜各客单价占比客单价1小于100100-199200-299300-399400-499500-599600-699700以上总数商家数2747255513212136体量273,068,267597,216,649406,937,73459,969,545135,898,441228,887,61023,758,424189,781,3671,915,518,037商家数占比19.85%34.56%18.38%3.68%3.68%9.56%1.47%8.82%体量占比14.26%31.18%21.24%3.13%7.09%11.95%1.24%9.91%平均商家体量10,113,64012,706,73716,277,50911,993,90927,179,68817,606,73911,879,21215,815,114客单价2小于100100-299300-499500-699700以上商家数2772101512体量占比273,068,2671,004,154,383195,867,986252,646,034189,781,367商家数占比19.85%52.94%7.35%11.03%8.82%体量占比14.26%52.42%10.23%13.19%9.91%平均商家体量10,113,64013,946,58919,586,79916,843,06915,815,114平均商家体量10,113,64013,946,58919,586,79916,843,06915,815,114行业情况前1000直播间中200-299客单价商家119家，其中单号销售5百万以上的知名品牌女装 19家左右，主要包括：秋水伊人、乐町、三彩、UR、veromoda、 香影、only、onemore、哥弟、ochirly等根据amii品牌情况：夏天客单在200-300价格区间比较适中UV价值不会偏低，也利于秋冬整体的客单，也是品牌人群喜好的主要价格段PART 02竞品分析竞品表现/竞品数据竞品分析年龄层25-35。带点职业化、偏极简化风格店铺竞店较少，大多为轻熟、偏优 雅女人味的女装店铺，参考店铺较少。以moco、ochirly品牌为例。25-3