Taobao Store Design and Operation
① Market research, industry analysis and opponent analysis; If we master these, we can clearly evaluate what products sell well in this market and at what price, so as to make product pricing and positioning; Only through the analysis of competing products at the same price can we know which direction to break through and avoid confrontation. Novice sellers must learn: "Optimize pricing, keep products profitable and sell better" Novice sellers must learn: "How do Taobao novices find blue ocean sources! (2) The title of daily operation of a shop is a basic skill that most novices can't avoid, but it is very important to say that it is a basic skill; If you don't have an idea, you will have little effect whether you brush or open it later; Then use the differentiation of the main picture to improve the click rate, and the combination of the two becomes what we often call "natural search traffic"; Detailed page shaping, marketing routines, etc ... Novice sellers must learn: "to be no.1 actual operation process" Novice sellers must learn: "Taobao for so many years, have you really got the main picture right? ③ The necessary operation ideas of the store are how to improve customers, visit depth, conversion rate and so on, such as "empowerment operation before new products are put on the shelves", "how to quickly and effectively break the zero of single products" and "product layout in the store". Novice sellers must learn: "If you want" free search traffic "to break out, you must first understand these four common drainage promotion skills, such as brushing, rushing and scouring. , are drainage skills; With these skills, everyone can find the corresponding information from the Internet. Think more, study more, communicate more and practice more, then you can completely build the store. Therefore, whether Taobao can make money depends on how much you know and how much you are willing to pay! As shown in the figure below; Black search game, 2000 yuan a month from 0 to day. As your store grows bigger, the skills you need to master will become more and more complex, standardized and even cruel. Of course, you will earn more and more. Running a store is a relatively high-end, complex and worrying job, which requires mastering all aspects of Taobao's knowledge and skills, not only understanding the data but also optimizing it through the data, understanding the product selection and product layout, and skillfully using various promotion skills of Taobao, etc.
Therefore, when your store can normally sell 10-20 orders every day, you will obviously feel that you are increasingly lacking. First, data optimization is in the general direction. What small sellers do most is to stare at the good goods sold by the whole network every day, but forget that many things in their stores have not been done; The seller who is a little more sensible will analyze the data of his peers and stare at the data of business personnel for reference, so as to evaluate and judge where his shop is optimized and achieve better results. In the implementation of the rules, we must first be nervous about yesterday's visitor trend data of the whole store, whether it is rising, falling or stabilizing. In either case, we will refer to the industry data again to see if the industry is going downhill; Refer to the market peers to see if official activities or activities on a similar competing product have robbed purchasing power. If not, we will also analyze whether the entrance with increased traffic is healthy ... Take a closer look at the trend of the main push, that is, the trend of our explosive products, and check the data with single item analysis. If the number of visitors is rising through the data trend, it means that the weight of explosion in our store is rising; Look at new product trends, visitors, collections, purchases, and PC-side click-through rates. If the click rate is high, see if it is the main push. Opponent analysis; It mainly depends on the operation of competitors, that is, the traffic, collection, transactions and activities of competitors have been tracked on new products, and the explosions of peers can be tracked as soon as possible. Second, through train optimization through train mainly optimizes keywords, delivery area, creativity optimization and delivery time, and optimizes and adjusts them in four time periods every day, namely 8-9 am, 14 am, 19-20 am and 23- 1 point, which are the time points when the keyword quality score changes. Of course, for some mature products and skilled drivers, one and a half hours a day or even one hour every three days is enough. 8-9 am, look at yesterday's data first, and analyze whether it is necessary to adjust the price and add new keywords according to the data (keywords can be added between 23: 00 and 9: 00 am the next day). In the afternoon 14 and 19-20, it mainly depends on the transaction situation and whether to increase the price. 23- 1 pm, 24- 1 pm to adjust the daily quota, 23-24 pm to delete invalid keywords, that is, keywords with a conversion rate of 0%, too large keywords, and keywords with reduced quality scores should be deleted; 23-24 o'clock car map replacement. Third, the optimization of various store indicators of the store's comprehensive operation ability: such as the above new rate, unsalable rate, sales rate, DRS score, micro-amoy, etc. Below, I simply select three points to elaborate: new product tracking after new products, and new products should pay attention to the basic setting of each weight. Respond to the bad reviews. If there is a bad review in the store, we will contact the customer as soon as possible to modify it. If it has not been modified, it can be explained or marketed in a bad way. As an operation, we must accurately grasp the inventory situation and the inventory shortage of sold good products, grasp the replenishment cycle and rush the goods. Fourth, registration activities: such as daily specials, gold panning, snapping up, bargain hunting, clearance, special events, etc. Registration activities must have an invincible spirit.
5. Old customer marketing: Customer care, in the best way, customers are most willing to accept all their customer groups, so that we will do old customer marketing in the future, and we will send text messages to let our old customers add our WeChat. We can test several different routines to see which one has the best pass rate, so that we can add our old customers. These old customers are the best choice, no matter whether you need to break zero for new products in the future or need accurate people to brush! Especially in the era when the fan economy is prominent. Fan accumulation is very important!
What platforms are there for Taobao promotion?
1. Promotion in taobao guest: At present, this method is more reliable, because it is a business of promotion first and then payment. For example, Niudan, a well-known high-traffic platform, displays and clicks are free, and Taobao commission is paid only after the transaction is completed. This promotion method is widely used at present.
2. Gift promotion: Bian Xiao thinks this is also a good way to promote sales. When buying goods to a certain amount, many people like to "give" things. Although the gift itself is not valuable, it will satisfy many people's vanity and they will feel that they have earned it, so gift promotion is a good choice.
3. Taobao community promotion: As online shopping is still popular, many Taobao communities have mushroomed. Both buyers and sellers like to soak in the community. Buyers want to find what they need, and sellers promote their products here. Everyone may become your potential customers, but you need to pay attention to some community rules when promoting.
4. Forum promotion: The forum is also the most widely used and popular place at present, such as Tianya Forum, which claims to be the largest communication community in Chinese. The number of people and their popularity can be seen. Of course, there are also many popular forums. This is a suitable place for promotion. Of course, advertisements and water stickers are forbidden in forums like Tianya, so posting should be skillful, and forum signatures can also promote it.
5.QQ group promotion: As the most commonly used chat tool, QQ is naturally a rare promotion tool. We can join some exchange groups of Taobao buyers or sellers to promote our products through chatting. Of course, don't overdo it, you may be kicked out of the group by the group owner.
6. Blog promotion: Blog marketing is more popular now.
Ok, our well-known bloggers, such as Han Han, all have links to online stores. If you can start a blog and hang a link to an online store in the blog, that person's traffic will increase.
7. Through-train promotion: This is the most direct promotion method to increase store traffic. You just need to choose the baby you think has advantages and competitiveness, and then get on the through train. Because this is a paid promotion, and there is no guarantee of a deal, you are very particular about the choice of baby, price control, hanging channels and methods. This kind of burning money is very expensive, so we must pay attention to the precautions.
How can Taobao operate to attract customers?
Market research It is necessary to do market research in any industry. If the budget is sufficient, you can buy a data cube, so that you can analyze the overall market of the industry you want to enter in Taobao system, including market analysis, buyer analysis, seller analysis and so on. , and understand the search habits, buying habits, buyer information, ranking and scale analysis of popular stores.
2. Marketing Positioning The marketing positioning of online stores is very important, and it is the basis for guiding online store decoration, copy editing and selling point appeal. Positioning is basically to cut out a market with its own unique competitiveness in a hot market, and niche products will have a good long tail effect on Taobao.
3. Online shop decoration Shop decoration is generally recommended to be outsourced to a professional design team. These services can be searched on Taobao, but you need to describe your related needs clearly.
4. Traffic Raiders Many sellers like to complain, there is no traffic, and they are worried. In fact, it is not difficult to master relevant skills and make rational use of rules to obtain traffic. To open a physical store, you need to open it where there are people. To open an online shop, you need traffic before someone comes in. Taobao traffic is divided into free natural traffic and paid traffic. Natural traffic basically comes from keyword search, so it is important to be familiar with the rules of Taobao search engine. Choosing words is very important to improve search traffic. Data Rubik's Cube has a good function of word scouring. Print out the top 200 words of popular search through the Taoci function, and then manually select the keywords that match your baby. My criteria for choosing keywords are: attribute relevance, high conversion rate, and the larger the value (search volume/total number of treasures), the better (this shows that there are more people looking for it and less competition). I chose the keyword handsome and named the baby. In fact, Taobao has introduced the naming method to many experts. My method is to combine the selected phrases into a readable title within a limited number of words. There are two rules for natural search pages, one is to prioritize by shelf time, and the other is to sort by popularity. Sorting according to the shelf time reflects the fairness of Taobao search, so that all sellers in the whole network have the opportunity to display, provided that the title keywords and category attributes are optimized, which is in line with the buyer's search habits. However, to avoid illegal business, we should also join services such as consumer rights protection. The shelf time should be well controlled, and how to control the data of buyers' browsing time and purchase time provided by the reference data Rubik's cube. By optimizing the search optimization of shelf time, it should not be a problem for small sellers to earn a little money to support themselves if their customer service and sales skills are ok. Popularity ranking is based on popularity factors such as baby's sales, page views and collections. Therefore, many well-made online stores will try their best to create their own explosions, which will attract traffic and drive the sales of other treasures. There are many kinds of paid traffic, that is, advertisements, which can be selected according to your actual situation. At present, the through train and taobao guest should be suitable for all ages. Through train is a simple promotion tool. All the words selected in keyword optimization before can be used. Of course, you have to analyze the buyer's traffic time, payment time and geographical distribution through the data cube, make targeted delivery, track the delivery effect every day, and adjust the promotion plan reasonably. Upper limit of through train bidding: baby profit x baby conversion rate. If necessary, you can mention it online and decide according to your own budget.
Under normal circumstances, the promotion of through train is only aimed at products that will cause explosions. The choice of explosions is very particular. Generally speaking, there are many styles to choose from, and they are classic models, which will not be out of date for a long time and need to be in stock. And the related sales content of the baby details page should be optimized. The price system of online stores can basically be divided into four parts: publicity, profit, competition and brand. It is enough for small sellers to have the first three. Promotional products only play the role of attracting traffic, and the price and style are relatively acceptable, which can bring relatively large sales, thus further enhancing the position of "popularity" in search pages. Profit-oriented products are profitable products. Every explosion page needs to optimize the content of related sales and guide buyers to buy high-profit treasures. Of course, customer service staff also need guidance when receiving consultation. Boutique is mainly to enrich the choice of shop products. Taobao guest promotion sometimes needs to be done, and the commission ratio should be well controlled. If the specific know-how is new, you should go to Taobao's help.
5. Customer relationship maintenance With traffic and sales, there will be the accumulation of buyer information, and the maintenance of all customer relationships is very important. Classify customers according to the number of purchases, loyalty, total purchases, etc. , and carry out different maintenance. You can refer to various CRM materials in this regard. Customer relationship maintenance is a very important job, and now the cost of obtaining new buyers directly is getting higher and higher. But through good relationship maintenance, the best salesman is his own customer.
6. Data Analysis Analyze the operation data of your online store regularly and adjust your business strategy according to the market situation. This detail is omitted. Analytical tools: quantum statistics, data cube.