The specific promotion strategy of Taobao online store can be started from two aspects: inside and outside the online store, in which the sales promotion in the online store is mainly free of postage, discount and gift. At the same time, due to the particularity of online shopping and online stores, its unique online store credit management can not be ignored. The promotion outside the online store mainly adopts a "three-pronged approach" to ensure the ranking of search engine results, compete with online store sales alliances, post and reply in Taobao communities and forums, and effectively use advertising recommendation positions and Taobao Want Want.
In recent years, although the number of online stores is increasing day by day, many online stores are just a flash in the pan due to lack of management awareness. Online stores, like traditional stores, need the careful care of the owner. Therefore, it is necessary to formulate a promotion strategy that is suitable for both online stores and network environment.
Online stores are divided into two types according to their existing forms: one is independent online stores; One is an online shop registered in a large professional website, that is, according to the corresponding regulations, a member is registered in a large professional website that provides online shop services, and the right to use and operate the online shop is obtained. At present, this is the main way to open a shop online. This paper takes the online shop registered on Taobao as the research object, and makes effective promotion strategies from both internal and external aspects according to its characteristics.
First, the promotion strategy within the online store.
According to the characteristics of Taobao shop, the internal promotion strategy of online shop focuses on sales promotion and credit management.
1. Promotion
In-store sales promotion methods avoid postage, discounts and gifts, and the rest are supplemented.
(1) Free of postage. Postage in the intermediate link of online shopping has always been one of the focuses of buyers, which will affect buyers' perception of online shopping price concessions. At present, postage is mainly divided into: post office (parcel surface mail), logistics express, express mail and so on. The price of surface mail is lower, but the cycle is longer; The price of logistics express is moderate, and the delivery cycle is 3 ~ 5 days; Express mail is expensive; Therefore, the courier company is the most accepted by buyers. Shopkeepers can reduce the postage according to the number of goods purchased by buyers, so that consumers can feel at home psychologically and do not need additional fees.
(2) discount. Because discount promotion directly benefits consumers and makes customers feel the benefits directly, it is the most commonly used phased promotion method at present. Discount mainly takes the following two ways: First, irregular discount. On important festivals, such as Spring Festival, Valentine's Day, Mother's Day, Christmas and so on. , will give 20- 10% discount, because people tend to have more buying potential and impulse during festivals. Shops should choose products with large price adjustment space to participate in activities, and don't generalize. The advantage of this method is that it meets the needs of festivals and will attract more people to buy. Although discounts may lead to a decline in profits, sales will increase and total sales revenue will not decrease. At the same time, it will increase the visibility of the store and have more customers, which will also promote future sales. The second is a discount in disguise. If "bundled" sales are adopted, they will be sold in the form of gift boxes on holidays. The advantages of this method are: it conforms to the festive atmosphere and is more humane.
(3) gifts. The key to gift promotion lies in the choice of gifts. Appropriate gifts will play a positive role in promoting product sales, while choosing inappropriate gifts can only increase costs, reduce profits and make customers dissatisfied. When choosing the right gift, we should pay attention to the following points: first, don't choose defective or inferior products, which will only backfire and affect the reputation of the store; Second, choose suitable products or services that can attract buyers. You can give samples or samples, or you can give intangible things-services. Third, pay attention to the budget of gifts. Gifts should be within an acceptable budget, and the cost should not be increased because of too many gifts.
(4) membership and points. All customers who have bought goods in this online shop become members of this online shop. Members can not only enjoy shopping discounts, but also accumulate points and exchange goods for free. The advantage of this method is that it can attract buyers to come to the store again, introduce new buyers to the store, consolidate old customers, get more discounts, and expand the exploration of potential buyers.
(5) red envelopes. Red envelopes are special promotional props for Taobao. Sellers can flexibly formulate the rules for giving and using red envelopes according to the different situations of their stores. In this way, the popularity in the store can be improved. Because there is a time limit for red envelopes, customers can be prompted to buy them again in a short time, effectively increasing the sales of online stores.
(6) Actively participate in various promotional activities sponsored by Taobao. Taobao will organize different activities in different sections from time to time, and sellers who participate in the activities will get more recommendation opportunities, which is also a good way to enhance the visibility of the store and promote sales. If you want more people to pay attention to online stores, shopkeepers should often go to Taobao's home page, Alipay page, bulletin board and other activities held by Taobao and actively participate.
2. Credit adjustment
Credit evaluation is the mutual evaluation of a successful Taobao transaction by members during the evaluation period (3 ~ 45 days after the transaction). Credit evaluation cannot be modified. Evaluations are divided into three categories: praise, middle evaluation and bad evaluation, and each evaluation corresponds to a credit score, specifically: praise plus 1 point, middle evaluation does not add points, and bad evaluation is deducted 1 point.
The survey shows that on the one hand, the credit rating of online stores will have an impact on consumers' purchase decisions, on the other hand, buyers are concerned about the credit evaluation given by sellers after the transaction. From this perspective, on the one hand, noodle shops mainly operate in good faith to improve their credit and credit rating; On the other hand, we should seize this publicity opportunity. After each transaction, not only the buyer should be evaluated at three levels, but also the relevant store information should be left in the evaluation message column. For example, "all our products will be 10% off next week. Welcome to come again." In this way, the evaluation message column has become a special area for publishing promotional information, which makes rational use of network resources.
Second, the external promotion strategy of online stores
The external promotion strategy of online stores can take four ways: search engine, sales alliance online store promotion and online advertising.
1. "Three-pronged approach" specializes in search engines
The first page that many users browse online is the Taobao search engine page. At this time, some keywords of the goods they need will appear in their minds, and then the qualified goods will be searched through the engine. Therefore, in order to improve the chances of online shop products being browsed, we must have a full understanding of the principle of search engine ranking. There are four parts in the search and sorting rules of Taobao products: the first part: the baby set as the recommended position of the window; The second part: although it was recommended by the window, the goods were not bought for 90 days; The third part: general treasures that are not recommended in the window; The fourth part: among the general treasures, the treasures that have not been purchased for 90 days.
Thus, if a buyer searches for goods with keywords in Taobao search engine, all goods with keywords will be displayed as follows: first, display the goods recommended by the window 13 days, then display the goods that have been recommended by the window but have not been sold for a long time (more than 90 days) for 0- 13 days, and then display all the treasures that have not been recommended by the window for 0- 13 days. Finally, all the long-term unsold treasures are displayed for 0- 13 days, and the search results are displayed in four levels. At the same time, only products with page 100 are displayed, and products after page1kloc-0/are not displayed. According to this rule, if an online shop wants to find a way to make the products display in the first few pages as much as possible in the ranking of similar products, it must start with the product name, regular release, window recommendation and so on.
(1) product name -30 Chinese characters contain as much product information as possible. For example, the trade name of one in the store is "Korea/Counter Authentic /The face shop/ Calendula Series/Pore Shrinking Emulsion". Names include Counter, Authentic, Korea, The face shop, Calendula Series, Pore Shrinking Emulsion, etc. As long as the buyer enters any of the above keywords on the homepage, it is possible to search for this product. However, this method can't completely guarantee "search", because there are thousands of the same products on Taobao, and the search results only show the first 100 page. If you want to see the products in the first few pages of search results, you should publish them regularly.
(2) Regularly publish-ensure that the goods are on the front page of the search results. Regular release involves the issue of "release time". Only by knowing this exact point in time can we be targeted. The information of this "time point" should be obtained from the relevant statistical websites. They can statistically analyze the daily traffic of people entering the online shop and the specific situation of each time period, so that the shop owner can know which time periods are the real peak hours and which time periods are the low hours. According to the average statistics of Taobao stores, these three periods are relative peak hours of people flow, and other periods, especially at night 16 ~ 18 and 20 ~ 22, are low hours of people flow. In this way, the shopkeeper can release the goods regularly during the above three peak hours.
(3) window recommendation-consolidate and strengthen to ensure foolproof. Window recommendation refers to selecting 15 items from the sold items in the recommended window column of the store for display. This 15 item is equivalent to the "facade" of the store to attract buyers' attention. Buyers need to enter the store if they want to see more treasures in the store. Just like a traditional physical store, every shopkeeper has a shop window on the street, where they will put the most popular and representative goods. The available window recommendation space of each store is limited, so it is more important to choose the recommended products accurately.
When choosing recommended products, we should pay attention to the following aspects: First, the buyer's first impression of the product is the picture, so the picture should be clear in content, full of light and prominent in theme; Second, the title of goods should be clear, and the attributes and characteristics of goods should be expressed in concise language; Third, choose goods with relative price advantage; Fourth, the product description is detailed, providing more detailed pictures of key parts.
2." 1+ 1 >2 "Promotion Strategy-Sales Alliance
For online stores that sell goods with the same nature, the same price range and the same target customers, we can adopt the strategy of collaborative marketing of competing products, that is, sales alliance. In other words, many competitive online stores are United into a cluster, and these competitive online stores are linked together through friendly links in online stores. Friendly links can promote the exchange of commodity information between online stores, which virtually brings some "transfer customers" to online stores that join the sales alliance. In this way, a "sales circle" is formed, which can improve the popularity and transaction rate of online stores and better establish relationships with customers.
3. Online shop promotion-posting and replying in Taobao community and forum.
Posting attractive posts in Taobao community forum is a way to improve the visibility and popularity of the store, that is, posting as an author, the more people read the posts, the higher the probability that the store will be clicked; Another way is to pay attention to the good posts in the forum. Although it is worse than posting it yourself, it can also promote the effect of online stores. Whether posting or replying, the quality of the post is very important. If the post is of good quality, it may be added as the essence by the moderator. Essence posts can bring a huge number of views and replies, so that online store avatars and signature documents have more opportunities to be exposed, which means that more people will visit the store, and the number of views will go up, and the natural transaction rate will also increase. In addition, each essence post can bring 10 silver coins, which is an essential resource for advertising recommendation.
4. Online advertising-advertising recommendation and Taobao Want Want
Reasonable use of advertising recommendation and Taobao Want Want will effectively improve the popularity of online stores.
(1) Advertising recommendation position. Advertising recommendation space is to divide a limited area into "sales", which is similar in nature to print advertisements on both sides of the road. At present, Taobao's advertising space is divided into three types: community home page advertisement (50 silver coins), forum advertisement (20 silver coins) and letter advertisement in the station (30 silver coins). These three kinds of advertising recommendation positions are obtained in the same way as physical advertising bidding, and they are all released at a specific time and booked in advance, and the premise of booking is that there are enough silver coins. The way to get silver coins mainly comes from the reward of posting in the forum, so if you want to push the online store to the recommended position, you must do the preliminary work: posting and replying.
(2) Taobao Want Want. When choosing advertising media, shopkeepers should not ignore Taobao's unique instant messaging software-Taobao Want Want. This software is a personalized business communication software developed by Alibaba for Taobao. The target consumer group of Taobao shop comes from Taobao users, so Taobao Want Want naturally becomes an information exchange tool. Shopkeepers can send shop or commodity information to old customers and potential customers through Want Want, and they can also interact with products and services. However, with the deepening of people's understanding of online advertising, fewer and fewer people click on it, unless it is particularly creative or attractive. Therefore, the information published on Taobao Want Want should be vivid and detailed, which can arouse consumers' interest. At the same time, it is best to have cute animated GIFs or pictures, and click on the links directly to make customers feel convenient.