At the July regular meeting of Laogao Crown Club for the sixth anniversary, Crown member Chang Xiao (Ding Yun) shared very sincerely and shared many of his own feelings and experiences selflessly.
The following is the full text of sharing:
My flower name is Chang Xiao, and the purpose of choosing a flower name is because I have experienced many hardships in the past! So you must face it with an optimistic attitude and often face it with a smile. In Lao Gao's words, I used to work too hard, but now I am better. To be precise, I have been much better after I started Taobao!
Smiling often
First of all, I regard Taobao as a "1+1" problem, and it will be natural after the "1+1" problem is done well! If you have problems or are not doing well, you will say this to yourself. Just like when I first went to college, I was in the student union, and the office teacher asked me to count the orders. I thought this was too simple. I was only 19 years old at that time. Later, I found that I didn’t count well in half an hour. I counted twice and found that it was still wrong. College students could handle things that even primary school students could handle. It was not that they couldn’t handle them, but it was a matter of mentality.
About the survival rules of Taobao brand
I ran a Taobao store for Huamuzhu men's clothing in less than a year. When I started running this store, I also wanted to know what my strengths were? After thinking about it, I can’t figure out that many seniors from the Golden Crown Club have asked me what are your advantages? I couldn't answer at that time, but now I will tell you that my advantage is myself or my team! That is, the one that Lao Gao shared, "I love this thing very much!" In 2014, men's clothing style mainly favors "fashion, casual, and business"; in 2015, Taobao had a big loophole, that is, "Made in China". After our store was established last year, I also paid attention to many "Made in China" stores, and they are really strong! I made a subcategory in 2015. Everyone saw that the clothes I was wearing were not very fashionable, but they were comfortable to wear. The category I made was "Chinese style" men's clothing.
About the Scale of Seller Structure
In the past two or three years, the growth rate of the men's clothing industry and the top 6000 sellers has increased year by year. Experts or the previous stores are very awesome, and it will become more and more awesome! The most uncomfortable thing is the seller at the bottom. I position myself as a seller at the bottom. Today I am here to share with you, representing some of the people. Let me tell you about my failed experience on stage! Next is the top seller, and the blood exchange rate of top seller is also very high! Before I made men's clothing, I also paid attention to some of the seniors who made women's clothing. The shops they made were from some of the good shops in the past. Due to the progress of the times, they were constantly renewing and competing. The shops behind were better than the ones before. I now observe some shops in the front, which had a particularly large traffic, and many of their products were not particularly preferred. It may be that everyone's thinking and decision-making are different. The topic I am talking about is Taobao brand, right? Then, let’s look at the trends and changes of different types of Taobao brands. The “28 phenomenon” is more serious! The same thing as before, the top seller is very good.
The sellers below are in pain! There is another thing that is worth paying attention to. I spent nearly a year working in Taobao stores on C stores. I found that the development of C stores is very rapid now! They spend a lot of their energy on Taobao stores, which has caused some of our Taobao brands, or some small sellers to have less traffic. Internet celebrities are very popular this year. There are many friends in the club who are familiar with me. One of them is a woman's clothing. Now he is playing live broadcasts, and he is playing very well! Some time ago, there was a news that Zhang Dayi's store sold 20 million for two hours of live broadcasts! She represents an industry, her store positioning is particularly benchmark, her brand awareness is also strong, and her label is on her.
Here I will tell you some summary of the seller's problem . This is what the waiter in our store summarized and told us the seller:
1. It is necessary to strengthen the exploration and cultivation of new sellers, especially the waist strength of all types of sellers.
The growth cycle of hot products is very short, for two reasons: 1. The market itself is updated quickly. 2. Don’t have the ability to hit the hot stuff. Although I am a small Tmall store, I have a strong brand awareness, which is an advantage I can do; my fame is transaction volume, which comes from my store image or my brand image, which is better than some stores of the same type and level; so this is very important!
2. It is necessary to improve the classification of seller types to avoid chaotic competition
When we are working in any category or store, you must first find out which category you belong to, or which category you have been classified by Taobao, so that you can know what your users look like and finally know how you should do it.
3. It is necessary to solve the problem of homogeneity of product styles
This problem is very serious in the clothing category. How did I personally solve this problem? How did peers solve it? Let me tell you a very simple example. I often chat with the factory owner who produces clothes for me. He also manufactures OEM for a women's clothing store. This women's clothing store is very good, and the couple makes it together. How did he do it? Sellers for clothing and other categories can refer to what I said! First go online to see which product (category) is being promoted by competitors or sellers in the same bank. Next, he will look for it in the market. It is impossible for a factory to place an order with him in the husband-and-wife store. After finding such a product, he will create his own ideas. This is his more cleverness. What kind of phenomenon will he have if he does this? Every year, men's and women's clothing is popular. This year, wide-leg pants are popular, and everyone is selling them as popular. What he made is novel and unique is that this model is obviously a hit model, but he turns it into his own uniqueness; he also makes handmade products, for example, when he buys a hit down jacket, he adds some lace on it. People who like lace and need down jackets will like this model very much. This dress is very stylish and popular, and celebrities have also worn it, which can catch people's attention! Everyone knows that differentiation is important, and we must truly make differentiation! Let me give you another example. This summer, my own store spent a long time and a lot of energy, and pushed a T-shirt, which ended in failure. Why did it end in failure? Because homogeneity is too serious! Another store has the same product, so it sells very well! At present, his product is the top men's clothing.
4. We need to help sellers find the right targeted consumer groups and establish stable sales channels
Why is it important to be accurate to the crowd? I joined Lao Gao Crown Club last June and as Lao Gao said, I really met eight friends. The eight of us also formed a small group called the "Eight-Man Gang". I am the youngest. There is a brother in our gang who is making bedding and home furnishings. He has many stores: Tmall, C Store, and JD.com. He often discusses with us. I have also learned a lot of operational methods and techniques. He constantly optimizes his store, but he never gets away from "swalking orders". There are other problems. Their company is a very large offline enterprise. In April this year, the boss said that he could not do it online and stopped doing it. Later, he made a decision: move the original company to a very small square place, and there were four people left, including his own customer service. In just two months, he put one of his products into front of the mattress category, with a daily turnover of about 150,000 yuan, which is very impressive as a new store! As his own management, the core point is that he is the customer service himself and does not brush a single order! He told his team members: First, the warehouse shipment should be fast and the products should be guaranteed; second, he told himself and his customer service in the first two months that when he contacted buyers or customers, as long as he had an inquiry, the inquiry would definitely be interested in your product before he would talk to you. This is 100%. He saved all this group of people, and it had not been artificially processed, and his consumer group was particularly accurate. Whether it is paid direct promotion or vertical users, if your users themselves are accurate and you will generate good conversions based on these accurate users, then search engines will definitely judge that your thing is a good product! He has reached an annual turnover of more than 5,000 in a short period of time! So this is very important.
Let’s talk about the consumer viewpoint below .
Order customer price .
The bosses around me must have their own advantages in their hot products, products, and brand pricing, but I still hope that everyone will try different prices. Why do I sell it at such a price? Really have to think. Some time ago, a friend who was working in 3C talked to me. His business friend often did a test. This thing was sold for 80 yuan or 90 yuan. Finally, he came to a conclusion that after packing the things in their house, they formed a combination. The combination may be sold for 118 yuan. I remember that in the clothing industry, the turnover of 100,000 yuan per day, I think it is already very powerful, but I didn’t expect that he could create a turnover of 1,000 yuan per day! This means that he gives his users a very thorough price that they can accept, and we are worth thinking about these issues.
Purchase scenario
Needless to say, this is not detailed, but a friend told me that wireless is so powerful now, so can I just promote the PC side? Isn't this good? After he told me, I kept a negative opinion. I said that there were really few people watching PC! Because I often observe stores, there are some big stores, a person who has a very good operation and is promoting some new products and different categories. At the beginning, they really only promote PCs because they don’t have traffic at the beginning and cannot achieve wireless traffic. Now the competition is so fierce that a small seller may have used a day to make a title, which covers a lot of words. After doing it, you will find that there is still no traffic. Why? Because you did not get a better conversion from some keywords matched to you at the beginning, so this is a stinging point. I don’t encourage everyone to do this very well. If the traffic structure of small sellers or small merchants is not good, they should first strive to compete for traffic from relatively small places.
The first year of personalization in 2016
Flowers and Trees Men's Clothing
Personalization and differentiation are different. The Chinese-style men's clothing store I made represents a type of merchant. Many people say traditional Chinese style things: "Okay, I like them"! But when they asked him to buy, they were all very conservative and had to have personalization. Even small details must be personalized. What is my personalization? Consider it from the user's perspective. For example, when I sell a USB flash drive, what part can I humanize? I add more humanized things than my peers. For example, most of my customers are women. I add a postcard to the USB flash drive. Gifts with very low-cost items are different from others. This is also called personalization.
Consumer-side shopping guide strategy
What I share is my experience in running a store and my experience of failing operations, and what points I pay attention to.
I know very well that my store is not as good as some stores that are popular, so the traffic I strive for is definitely not as good as others. There are many high-selling stores, and there are one or two popular stores in any category. They can reach the top eight sales through their three locks. I also know many friends in these categories. When I can’t get a lot of traffic, I follow Taobao every day. There are these contents under the Taobao page: "There are good products", "love shopping", "must-have list", "popular market", "expert Taobao", and "WeChat"; we often hear others say these, but have you done it? How can we achieve these traffic? The entry code and investment promotion for "good goods" can be reported to you in the backend and can be displayed here; the second one meets the review requirements, and the pictures that meet the review requirements are now unified, so you can pay attention. The "must-buy list" can also be reported from the backend or asked by experts to recommend it. "There are good products" you can find some experts who match categories. I didn't pay much attention to "Weitao" before, but this year I started to do it. I used it as a circle of friends and I didn't promote products. At first I thought it was my store's fans following me. I do some promotions on Weitao, but the participation level is actually very low. Unless I give it for free, I will give it a lot in a few seconds... but it has no meaning in development. So later I found that when I used it as a circle of friends, many customers would be very interested and interact with them. I don’t have many fans in the store, so I mailed my own private WeChat to some customers. When I interact with them, people who like my store and my style will be particularly happy! I take all of my good friends among my clients, no matter how bad the clothes he gave me or how much money he bought, this is what I must do! A customer wrote a few words on his Moments yesterday. I clicked like it. When he turned around, he left me a lot of messages. He said that he thought my WeChat account was a virtual decoration! I didn't expect that I would talk to him! Today he is going to my shop to form a group to buy clothes! This happened this morning and I haven't had time to reply to him yet!
The source, form and output channels of content
This year's clothing and shoes have a good channel, iFashion, which is also the main recommendation this time. We also actively responded to do this better!
The bottom layer is guaranteed
I'll focus here! I know that the bosses here may have a high turnover, a large company, and your store is doing well! But we must really pay special attention to this! I used to ask my customer service to release the baby, and then asked the operation department to release the baby, and finally I released the baby myself, because they all regard this as work, and I regard it as my life, which is the difference. Why? Have we committed these things at the bottom, or many big stores must not fill in the attributes! Because not filling in the attributes properly will mislead some people, so when we first introduced me to everyone, we must be serious about doing Taobao! Be sure to be careful! Be sure to 1+1, do everything well! In this way, you will have no worries! Search must be based on these!
I just said that Lao Gao said that the gang in the past is gone, but in fact there is still one! I haven't been on Taobao for a long time, but I know there are still gangs now and there are official gangs. If you want to run a Taobao store well, pay attention to the official gangs of your own category. I think Taobao is the most fair and just for all shopping platforms! Because our Ma Ma wants to make Taobao a "one hundred-year-old enterprise", I am not praising Taobao. Because I found that you will definitely gain something when you work hard on Taobao! The first one is some official content. Next, let’s talk about this.
"Do not quit if you brush orders"
This topic is very sensitive, right? (There was applause at the scene!)
I will give you a very positive answer: You must quit! Before I was a flower and tree drinker, I was actually a successful Taobao store owner. When I came to the club for the second time, I had dinner with Lao Gao. I told him that I was once very glorious. Everyone here must have many Tmall stores. A company has many Tmall stores, or a person has many Tmall stores, so they have to monopolize an industry, right? This situation is. Just before I started a Taobao store in Huamuzhu, I knew a Taobao store owner. We had a good time at that time. His methods were relatively violent and he kept brushing orders. In the end, the store deducted more than 60 points and fined 50,000 yuan. There was not much money, and the store did not lose money in the end, but finally realized that this road would not work. Let me reveal another news to you. I just said that I met eight people in Laogao Crown Club. One of these is a 3C product, and his turnover this year has reached 200 million. He used to be crazy, and his peers could not have sold better than him before. As long as he found out who would get up, he would be eliminated; no one dared to compete with him, and he would all be knocked down! Finally, his colleagues appeared to avoid direct collision with him because he was too cruel! As long as you swipe orders, the Taobao backend will label you as "high-risk". Just like when you cheated in school, the teacher can basically see it; it must be seen, no matter whether you were caught or not, you must know where the answer comes from. So let’s stop doing this! As I said earlier, brushing orders will definitely lead to inaccurate customers. It was fine when Taobao didn’t care about these things before, but now at such a rush, don’t take the wrong path! When we reach Laogao Crown Club, we must take the right path and quit brushing!
When brushing orders, you must quit! Any form of order brushing search engines we do must know that machines cannot deceive.
How to make hot products without brushing orders?
1. Follow the pace of Taobao to do marketing.
Look at what activities you do on Taobao’s homepage. It is very strong during the big promotion and does not even make money. In order to establish your interactive status, you must follow Taobao to do activities.
2. Control sales according to the rhythm of the product.
Without good products, good prices, and good user experience, you can't digest the traffic. Everyone examine themselves. Will pies fall from the sky? Falling down may not be a good thing. It may hit you.
3. Maintain baby’s data.
How to make hot products with special offers every day?
1. Try to get special prices for new products quickly.
2. Baby weight and store weight.
3. How to make good use of daily special offers to increase weight.
Things to note for special offer
1. Visitors require growth and steady growth.
2. Visitors should increase and conversion rates should keep up.
3. The conversion rate should be controlled at a high rate and the shopping cart should grow.
4. The lowest price of similar products in 7 days.
The purpose of attending events is not to make money, but to activate the store, and to make popular products.
5. It is easy to pass special offers. Don’t be nervous. Don’t worry about reporting activities, but it will affect the store.
Don’t underestimate this thing, this is traffic; now is the off-season for clothing, and many big stores do not miss this traffic; it is proved that when small stores go to make hot products, it is better to use the profits to participate in such small activities.
Don't brush orders, learn SNS with Lao Gao
You must truly study these courses with all your heart! Finally, thanks to the brothers in the club for their mutual support and help, we will definitely get better and better!
Live Q&A
Q: What is the specific maintenance of baby data?
A: If you want to play hot products, the first thing you need to pay attention to is whether your visitors are growing. (User's accuracy)
I never fight for popular products. I am waiting for the explosion of a product. We should do all the "1+1" problems, treat every user and every inquiry person, and you will find that your baby will definitely get better and better!
Q: In the middle, traffic and demand have become personalized. Do you emphasize the weak popularity? How to catch store sales?
A: My store is not doing well in sales, but I have been catching this part. The style must be exquisite, and the clothing category must be matched with great care. There is one below the details page. If the matching is good, you should give people discounts. Your matching will definitely be sold! This is what we are doing right now! If you want to control the mobile phone, then don’t have too many treasures on your store and balance them yourself. Only in this way can you do the mobile phone well and then add it when you need it; grasp the rhythm and have some waste money on it, which is undoubtedly an invisible burden to Taobao customers. We will remove bad things. This is what we are doing now.
Crown Club members often laughed and shared at the 6th anniversary regular meeting!
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