# Vi Du Output — E-commerce Thoi Trang

> Vi du ke hoach MKT cho thuong hieu thoi trang ban online. Dung de tham khao cach cac skill tao output.

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# Fullstack Marketing Plan — MODA Clothing

**Ngay:** 15/04/2025
**Ngan sach:** 80 trieu/thang
**Timeline:** 01/05/2025 → 31/10/2025 (6 thang)
**Metric chinh:** 800 don/thang, doanh thu 400 trieu/thang
**Kenh ban:** TikTok Shop (60%), Shopee (25%), Website (15%)

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## I. Chien Luoc

### Boi canh
- Thoi trang online VN tang 25%/nam, nhung ti le hoan hang 15–25%
- TikTok Shop chiem 35% GMV thoi trang online 2025
- Xu huong: "quiet luxury", capsule wardrobe, mix & match
- Doi thu truc tiep: 50+ brand indie cung phan khuc, canh tranh creative

### Chan dung khach hang
| Yeu to | Mo ta |
|--------|-------|
| Gioi tinh | Nu 75%, Nam 25% |
| Do tuoi | 20–32 |
| Thu nhap | 8–25 trieu |
| Hanh vi mua | Scroll TikTok → thay video mac dep → nhan tin hoi → mua TikTok Shop |
| Gia tri don TB | 350K–600K |
| Rui ro lon nhat | Size khong dung, mau khong giong hinh |

### Insight cot loi
> "Minh muon mac dep nhung khong biet phoi do — can nguoi chi cho, khong phai chi ban do."

→ Thong diep: "MODA khong ban quan ao — MODA ban cach ban tu tin moi ngay."

### SAVE Framework
| Hang muc | Trien khai |
|----------|-----------|
| Solution | Outfit san — mua 1 set, mac ca tuan. Giam rui ro "khong biet phoi" |
| Access | TikTok Shop (chot trong video), Shopee (cho nguoi quen), Website (cho khach VIP) |
| Value | "1 set = 5 outfit" — mua 3 mon, phoi duoc 5 cach |
| Education | Video phoi do 3 lan/tuan, blog "capsule wardrobe cho dan van phong" |

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## II. Content Plan

### Content Pillars
| Pillar | % | Goc do | Kenh |
|--------|---|--------|------|
| Outfit Inspiration | 40% | OOTD, phoi do, mix match | TikTok, Reels |
| Behind the Brand | 20% | Chat lieu, quy trinh, y tuong | TikTok, IG Story |
| UGC Review | 25% | Khach that mac, unbox, haul | TikTok, FB |
| Sale & Conversion | 15% | Flash sale, combo, live | TikTok Shop, Shopee |

### He thong kenh
| Kenh | Vai tro | KPI |
|------|---------|-----|
| TikTok Brand (50K followers) | Reach + Chuyen doi | 5M view/thang, 500 don |
| TikTok Shop | Chot don truc tiep | 60% GMV |
| 15 kenh ve tinh | Reach mo rong | 2M view/thang |
| Shopee | Kenh ban phu | 25% GMV |
| Instagram | Lookbook, visual brand | 5K follower growth |
| Zalo OA | Giu chan, re-purchase | 30% open rate |
| Email (Brevo) | Welcome + nurture | 25% open, 3% click |

### Nguon content
| Loai | So luong/thang | Chi phi |
|------|---------------|--------|
| UGC (20 creator) | 40–60 video | 15M (300K–500K/video) |
| FGC (Founder) | 8–10 video | 0 (tu quay) |
| EGC (3 NV) | 20–30 video | 0 (noi bo) |
| Brand content | 15–20 video | 5M (quay + dung) |
| Tong | 83–120 video/thang | 20M |

---

## III. Performance Plan

### Tinh KPI nguoc
```
Doanh thu: 400,000,000/thang
÷ AOV: 500,000 = 800 don
Kenh TikTok Shop (60%): 480 don
Kenh Shopee (25%): 200 don
Kenh Website (15%): 120 don
```

**TikTok Ads budget:**
```
480 don (TikTok Shop)
÷ Conv rate ads 2% = 24,000 click
× CPC 4,000 = 96,000,000 → Qua cao!

Chien luoc thay the:
- Organic TikTok (UGC + FGC + EGC): 60% don (288 don) — khong can ads
- TikTok Ads: 40% don (192 don)
- Budget TikTok Ads: 192 don ÷ 2% = 9,600 click × 4K = 38.4M
- Livestream: 2 buoi/tuan × 30 don/buoi = 240 don bonus
```

### Phan bo ngan sach
| Hoat dong | Ngan sach | % |
|-----------|----------|---|
| TikTok Ads | 30M | 37.5% |
| Meta Ads (retarget) | 10M | 12.5% |
| UGC Creator | 15M | 18.75% |
| Content production | 10M | 12.5% |
| Shopee Ads | 5M | 6.25% |
| Livestream (MC, setup) | 5M | 6.25% |
| Tool + du phong | 5M | 6.25% |
| **Tong** | **80M** | **100%** |

### 3 Kich ban
| Chi so | Xau | Co so | Tot |
|--------|-----|-------|-----|
| Don/thang | 500 | 800 | 1,200 |
| Doanh thu | 250M | 400M | 600M |
| ROAS (ads only) | 3.1x | 5.0x | 7.5x |
| Return rate | 25% | 18% | 12% |

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## IV. Timeline 6 Thang

| Thang | Giai doan | Hoat dong chinh | KPI |
|-------|----------|----------------|-----|
| T1 | Teasing | Setup kenh, quay batch, recruit UGC | 300 don, 150M |
| T2 | Bung nhe | Launch ads, 20 UGC, 2 live/tuan | 500 don, 250M |
| T3 | Bung manh | Scale ads, 30 UGC, campaign he | 800 don, 400M |
| T4 | Duy tri | Toi uu, re-purchase campaign | 800 don, 400M |
| T5 | Scale | Them kenh, loyalty program | 1,000 don, 500M |
| T6 | Tong ket | Review, ke hoach Q4 (Tet) | 1,000 don, 500M |

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## V. Rui ro

| Rui ro | Muc do | Xu ly |
|--------|--------|------|
| Return rate cao (>20%) | Cao | Video "mac len nguoi" + size guide chi tiet + anh that |
| TikTok Shop thay doi chinh sach | Trung binh | Da dang kenh — khong qua 60% GMV 1 kenh |
| UGC khong du chat luong | Trung binh | Brief chi tiet (skill 06) + training session |
| Competitor copy creative | Thap | Toc do ra content nhanh hon = loi the |

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*File nay la vi du output tu skill `00-ke-hoach-mkt` cho nganh e-commerce thoi trang.*
