天猫茶类目八大策略人群运营研究

Study on the operation of eight strategic groups in Tmall′s tea category

2019年底天猫大快消八大策略人群出台,给天猫茶类目整体运营带来非常大的转变,茶企运营从流量运营逐渐转向消费者运营。本文通过对2019-2020年天猫茶类目交易趋势的整理,并从八大策略人群视角出发,深入剖析不同人群的茶饮偏好,以期在消费者运营时代为天猫平台茶类目的健康发展、电商茶企的产品开发及营销策略提供一些相关建议。

At the end of 2019,eight strategic groups of Tmall′s fast consumption were issued,which brings great changes to the overall operation of Tmall’s tea category.The operation of tea enterprises will gradually move from traffic operation to consumer operation.Based on the analysis of the trading trend of Tmall’s tea category from 2019 to 2020,and from the perspective of eight strategic groups,this paper analyzes the tea preference of different consumer′s groups in order to provide relevant suggestions for the healthy development of Tmall′s tea category,product development and marketing strategies of e-commerce tea enterprises in the era of consumer operation.