The regular agency operation of Taobao stores means that the shopkeepers (bazaars and shopping malls) hand over the sales, customer service, decoration, optimization, through train and marketing planning of the stores to Taobao Company for management. After the professional personnel of the agency operation company conduct qualification examination on the store, they will adopt a marketing method suitable for the store and products without violating Taobao rules, thus effectively improving the store flow, conversion rate and comprehensive competitiveness of the platform. The content of the service generally includes 1. Market research/operation plan for building online sales platform: according to the situation of brands and online consumers, determine the brand positioning of online sales and formulate a three-stage plan. Project team formation: Online camp establishes a complete project team for each customer and helps enterprises cultivate their own teams. Stationing platform: provide one-stop service in high-traffic e-commerce platforms such as Taobao. Shop design and decoration: according to the brand positioning to determine the design style, provide professional web design. Product distribution on shelves: upload product information to online sales platform according to a certain template. Online shop management norms: establish online shop rules and regulations and standardize management.
2, brand marketing promotion soft text implantation: blog, forum, SNS soft text advertisement implantation. Brand theme activity planning: launch theme activities regularly and participate in Taobao's fixed marketing activities regularly. Marketing tool application: Taobao 123show, taobao guest, video and other promotional tools. Circle marketing: the establishment of shop SNS community, such as the independent site of shop interaction with consumers (Taojianghu), the construction and maintenance of product help, etc. SEM and SEO optimization: improve the click-through rate and conversion rate of the store; Shops regularly promote sales outside the station. Advertising: advertising planning and effect tracking feedback, to maximize resource efficiency, to help enterprises promote the use of Taobao and other marketing tools for training. Customer management: customer relationship management team and return visit mechanism. Channel management and control: maintain the brand image of the network and punish network infringement and piracy.
3. Positioning of product shooting and art service shooting: The professional visual merchandising team provides suggestions and confirms the style requirements with customers. Shooting planning: shooting mode selection, model selection, makeup matching, scene selection and creative conception. Official Shooting: Professional models can be shot in various forms, such as both inside and outside, tiled shooting, and there are two high-profile studios in Hangzhou and Beijing respectively. Post-image processing: color, proportion and structure adjustment; The finishing touch of the page, adding design elements.
4. Online store operation service data analysis: statistical analysis of online sales data of industries, brands and stores. Sales support: sales team formation, accurate sales based on data support and improvement feedback. Software support: the online shop data is connected with the company's order inventory system to realize synchronous management and distribution platform construction; recruiting and contacting distributors and spreading distribution channels. Logistics support: provide logistics interface and provide training for customer logistics department. Store management software: use store management software for daily store operation and monitoring.
5. In-depth strategy report on the overall e-commerce plan of e-commerce enterprises: tailor a set of e-commerce solutions from platform construction to brand promotion for customers, and choose the best channel integration. Independent B2C platform construction: An independent B2C platform with independent domain name and transaction and payment functions based on the underlying data of Taobao. Network promotion strategy consultation: overall brand promotion scheme formulation and budget consultation. Network specification counseling: There are many rules to be learned on the network platform to ensure the normal operation of the store. The online camp will provide senior platform operation standard counseling services. Customer company team training: help customers cultivate internal teams and improve their e-commerce capabilities.
How to operate Taobao can have a sales volume of 1, and the shop homepage design.
1) main color: the main color of the front page of the store is big red, and the overall effect is somewhat similar to that of Xiao Ye perfume. It is understandable to attract attention and gather visual focus with striking red. However, considering that it is hot in summer, warm red rhubarb easily makes users feel irritable, resulting in a high bounce rate. In contrast, the green tone of Fangcaoji, the gray-blue tone of Royal Mud Workshop and the blue-green tone of herbs are all better, making users look fresh and comfortable. In fact, this kind of focus map effect similar to this store's above the fold is very friendly. Therefore, it is suggested that seasonal factors and climate factors should be investigated when designing the overall style of the store.
2) Classification module: the product classification structure of the store is chaotic and the content is incomplete. And this section is a very important part. European and American users prefer to use the search function because their nation is more personalized and adventurous, while Asian users prefer to use the fixed path of category navigation, seeking common ground while reserving differences and relying on the known. Therefore, good classified navigation will greatly enhance the user experience.
So far, I am still a layman about cosmetics, but I think the classification of cosmetic products needs to be cut in at least the following dimensions: first, according to functions, there are skin care, make-up and hairdressing; Second, by gender: only for men, only for women; Third, according to skin type: oily skin, neutral skin, dry skin; Fourth, according to the brand, L 'Oreal, facing the store, proper herbal medicine, etc. Fifth, press popular keywords; Sixth, according to the price range. . .
Some people may say that the category column on the left has a detailed classification. Is it necessary for other banner locations to have such a detailed classification navigation module? My answer is, yes.
If you don't do this classification. For example, I am a person with oily skin, and I haven't seen products or keywords related to oiliness for a long time. Then I may not be interested in browsing again and just close the webpage.
3) Frame layout. In terms of frame layout, more consideration should be given to users' browsing habits. According to Google's eye tracker test report. When users browse the web, the customary path is from top to bottom and from left to right. On the whole, it is an "F" hot spot. Therefore, these aspects should also be taken into account when designing the layout of the store homepage. This store, Tomato Beauty Salon, obviously didn't take this into consideration. Below three screens, similar modules are basically stacked repeatedly. For example, in the picture below, the two pictures are stacked so close, which one is for the user to see?
2. Problems existing in single-page design
1) baby title: I'll take the one with the highest sales volume in the store as a case. The title of this product is as follows:
Ceaphil/Stafu Shute Skin Mild Facial Cleanser 1 18ML Cleaning/Allergy-Resistant
First of all, say a common sense. Baby, the title is not a simple description of the product. Baby, every keyword in the title is a path. This path can establish a channel connection between strangers and their products when users search. Therefore, it is the right choice to choose hot keywords with high matching as baby titles. Let's take a look at the daily search volume of each keyword in this baby title in Taobao.
2) Product introduction: The order of product introduction in this single product page is as follows:
Product description-what you need to know-product picture display-brand introduction-star recommendation-effect evaluation-user experience feedback-product details display-hot record
When I read the whole page, my mind was in a mess, and I found that I didn't put in much valuable information. Is the content not enough? No, that's enough. The problem is that there is logical confusion in the display order.
When you recommend something to me, you should first tell me what you are (brand) and what you do (efficacy). If I feel interested, I will ask if this thing is genuine (qualification certification) and who else is using it (hot recording). Finally, you persuaded me to buy it, but I have one last question. How do I use this thing? (Use needs to know)
Combined with the above thinking path, I suggest that the content of a single page should be introduced according to the following steps:
Product description-product picture display-product details display-brand introduction-effect evaluation-celebrity recommendation-user experience feedback-hot record-use needs to be understood.
In addition, the single-page pictures of tomato beauty salon are too unprofessional. For example, as shown below, it feels very cottage.
3. The design of the diversion page.
I want to say two questions on the diversion page:
First, different types of products should use different single-page templates. Different single-page templates have different diversion modules.
Why do you say that? If all the items are clicked in the same diversion module, it is different from someone who wants to enter the mall and you force him to send leaflets at the door. Actually, it should be like this For example, for clothing sellers, pants products should be placed in the diversion module of jacket single page, and men's skin care products should be placed in the diversion module of men's skin care single page. The shunt module of oily skin care products should recommend some other products suitable for oily skin, and so on.
Second: the products of diversion module actually have more choices than the shopkeeper's best selling and special spike group buying.
For example, a single-page diversion module is divided into two positions: above the baby details and below the baby details. In a single product page of facial cleanser, what can be put in the diversion module above the baby details? I think in this position, you should tell the customer that after buying this facial cleanser, you can also buy the following matching toner and cream. Baby, what can I put in the diversion module below? I think customers may not be interested in this product when browsing here, and may miss it. So here, we can tell him that if you don't like this facial cleanser, you can also choose other brands with higher cost performance.
Generally speaking, the diversion page module does not simply push its best-selling or special products to customers. If so, affiliate sales will not be promoted at all. I think everyone has heard of the case of beer and diapers in the supermarket.
There is a saying that affiliate marketing is not to find the same product for different buyers, but to find the same buyer for different products. This sentence is a bit roundabout, and everyone slowly understands it.
4. Activity planning.
I think we can sum up why the products are good and need activities in one sentence. In the concept of China people, shopping is not to buy cheap things, but to take advantage. There is such a case: the normal daily sales volume of a certain brand of toothpaste in a supermarket is 2000 boxes. On one occasion, they held a sales promotion, which only reduced 50 cents a day. Results The daily sales volume of this brand toothpaste was 10000 boxes. Is it really cheap for consumers? Not necessarily. A box of toothpaste can be used by one person for one month under normal circumstances. In other words, the supermarket reduces the price by 50 cents, which is equivalent to saving 50 cents for everyone every month. Is it more than 50 cents? If I say that there is a dime on the ground for you to pick up every day, 3 yuan a month, it is estimated that few people are willing to pick it up. Therefore. Shops often plan activities just to make consumers feel that buying things from you is cheap.
In fact, there are many options for store activity planning. I fall into the following four categories.
First, regular marketing activities: for example, how many packages there are each year, such as receiving and sending red envelopes and coupons.
The second is the theme series activities: such as weekend shopping, weekly spike, preemptive purchase of new products and so on. Promote the return of new users and the accumulation of old users through the continuous form of the first quarter, the second quarter and the third quarter. It is equivalent to giving customers a little hope every week.
Third, node promotion activities: such as Valentine's Day, Thanksgiving Day, National Day, summer vacation, etc. , can be packaged into activities. The activity forms are flexible, full reduction, full delivery, etc. For example, I want to "price" you on May 1 day, "price" the concentration camp in summer, and so on.
Fourth, gimmicks and promotions: many shops have played this game, such as grabbing the crown special price, the shopkeeper moving to clear the warehouse and so on.
Taobao decoration knowledge 1, ordinary shop decoration usually includes five kinds of shop logo classification, signature and announcement description template. You can buy the above five pictures (templates or codes) in our store according to your own needs, or you can buy the finished suit of the whole store. [3]
2. Homepages of ordinary shops cannot be changed. You can only choose settings from several styles provided by the system. (The specific modification location is in "Manage My Store"-"Store Style")
3. After you purchase the store decoration, we will provide (deliver) relevant pictures or codes and tutorials for you. The specific use and settings need to be operated according to the tutorial. If you are worried that you won't be able to use it, you can go to our personal space to check the relevant tutorials and learn about the relevant operation methods.
4. The main softwares used in Taobao decoration are photoshop, dreamweavwer, flash, etc.
Firstly, it is complicated to make the template background in photoshop, and then cut out the picture through the cutting function of photoshop, and then typeset it in dreamweavwer.