How to maintain Taobao stores during the Spring Festival?

　　Time passes like a white horse, the year of the monkey is fleeting in the year of Bingshen, and the year of the Rooster is coming soon in the year of Dingyou. Looking back, although I felt a lot of emotion in 2016, I also gained a lot. I calmed down my mood and welcomed the new year...

　　The Chinese Lunar New Year is a very sensitive time period for Taobao sellers, during which Taobao sellers will face a series of problems:

　　1. The couriers will stop collecting orders around 10 days before and after the Spring Festival. How to deal with the express delivery problem;

　　2. The conversion rate during the Spring Festival is generally low, so how should the store be maintained;

　　3. Should the express train continue to be promoted during the holidays?

　　4. During the Spring Festival, the changes in the keyword ranking of babies will be more sensitive, how to maintain or improve;

　　Recently, many sellers and friends are very concerned about store maintenance and operation during the Spring Festival. E-commerce master Shadow Puppetry combined with several things that everyone pays attention to, and share with you: How to maintain Taobao stores during the Spring Festival?

　　Q&A：

　　Q: The Chinese New Year is coming soon, and the express delivery has been stopped one after another in the past few days. Almost most customers will ask about the delivery questions. What should I do?

　　A: The first thing you need to do in this regard is that the details page must indicate the date of each express delivery suspension (Wangwang’s quick reply also sets the reply about express delivery questions), which express delivery can only be sent after what date, and when will the delivery stop after. This not only improves the customer's feelings, but also prevents some professional scammers from using Taobao rules to commit fraud.

　　During the entire Spring Festival express delivery period, in order to maintain our conversion rate, we can also tell customers: Dear, because all express delivery will be stopped, all orders are now shipped after the Spring Festival, but you can enjoy a 50% discount when placing an order today (the specific discount is determined based on the actual product situation).

　　The following is the express delivery suspension time, you can take a look:

　　The holiday will be adjusted from January 27, 2017 to February 2, 2017, and the holiday will be held for 7 days. January 27 (Friday, New Year's Eve), January 28 (Saturday, the first day of the first lunar month), and January 29 (Sunday, the second day of the first lunar month) are legal holidays, February 3 (Friday), and February 4 (Saturday).

　　The last time of the YTO pick up the pieces: the 29th day of the twelfth lunar month, and the seventh day of the first lunar month

　　Shentong's last pick-up time: the 29th day of the twelfth lunar month, and the fifth day of the first lunar month

　　The last time of Zhongtong to pick up the pieces: the 29th day of the twelfth lunar month, and the sixth day of the first lunar month

　　The last time to pick up items every day: the 29th day of the twelfth lunar month, and the seventh day of the first lunar month

　　Huitong’s last pick-up time: the 29th day of the twelfth lunar month, and the seventh day of the first lunar month

　　The last time for picking up items at home is: the 29th day of the twelfth lunar month, and the seventh day of the first lunar month

　　SF Express’s last pick-up time: the 29th day of the twelfth lunar month, and the seventh day of the first lunar month

　　CCES last pick-up time: 29th day of the twelfth lunar month, 8th day of the first lunar month

　　Yunda's last pick-up time: the 29th day of the twelfth lunar month, and the sixth day of the first lunar month

　　EMS: Only give away for half a day without holiday

　　The last time for the federal pickup: the 29th day of the 12th lunar month, and the third day of the first lunar month

　　Q: Do you still need to continue driving the direct train during the Spring Festival?

　　A: Many sellers who have communicated with me have this idea: it’s the New Year, everyone is on holiday, most people are busy visiting relatives, there must be very few people visiting Taobao, I have been busy for a year and have to take a few days off. Even if there is traffic, the express delivery is stopped and the goods cannot be shipped. Therefore, the general idea of ​​sellers is: the direct train is suspended during the Spring Festival.

　　但是我給各位卖家的建议是，直通车春节期间一定要开，原因如下：

　　1. The Spring Festival is the few days with the fewest competitors throughout the year;

　　2. The Spring Festival is the lowest PPPC day in a year;

　　3. The Spring Festival is a time period for buyers to shop with their relatives at home;

　　4. The express train has time weight. The suspension of the express train account will affect the quality score of the keywords.

　　So how do you drive the direct train during the Spring Festival? I have the following suggestions:

　　1. Daily limit

　　Due to the problem of small competition, the traffic may be higher during the Spring Festival, so we need to control the daily limit and control it within an acceptable range.

　　2. Delivery platform

　　Because there are more visits to relatives and friends during the Spring Festival, the mobile phone traffic will be larger than usual, so it is mainly placed on the mobile phone.

　　3. Place of delivery

　　It can be delivered based on the geographical conversion situation of the existing plan, because when we consider traffic, conversion still needs to be considered at the same time.

　　Q: I am a seller of women's clothing. Now I am very confused about one thing: Should I put Spring styles on before the Spring Festival?

　　A: Before answering this question, I will share the experiences of several sellers I have contacted before.

　　More than one seller friend asked me before: I did a good job in summer (or other styles, but they are all categories with obvious seasonality). Why can’t the traffic of autumn styles be made? Through analysis, the basic reason is that there is no connection between new seasons and new seasons. Spring models must start to be launched when the traffic of winter models begins to decline!

　　Then let’s look at the following figure: This is the search and procurement index of “Women’s Spring Clothing” in 2016. We can see that this year it started to increase from around 2.11.

　　The following figure is the search and procurement index of "warm pants" in the Alibaba Index (the seasonality is obvious) in 2016. We can see that the purchase volume of warm pants has declined since December.

　　To sum up: The spring clothing will be launched at the end of December and early January, and then in February it will catch up with the period of rapid traffic growth.

　　So this question is easy to answer, and you must release new ones before the Spring Festival.

　　Q: During the Spring Festival, how to maintain my store conversion rate and other data?

　　A: This problem is also the reason why friends who have been confused about the new ones in the spring. Due to express delivery, the conversion rate of sellers is generally low during the Spring Festival. If we can improve our conversion rate here, it will be of great help to the ranking; especially for spring clothing, if we can handle the conversion rate during the Spring Festival, then the traffic of spring models will be soaring after the Spring Festival.

　　So, how to improve conversion rate? The following points must be paid attention to:

　　1. Those who place orders during the Spring Festival can receive large discounts

　　This can be reflected in the details page and the main picture, which can directly improve click-through rate and conversion rate. However, it is necessary to indicate the delivery date, so as to avoid harassment by some professional scammers.

　　2. Maintenance of old customers

　　Use Weitao or other social tools to maintain old customers and provide lottery draws, game interactions, etc., such as "50% off to win" or "no orders to win".

　　Because our time is limited during the Spring Festival, we must set up quick reply and automatic reply, so that we can make good use of our time.

　　The above questions are often encountered during the Spring Festival, so you can learn from them. I would like to wish you a happy new year here!

　　Thank you for your attention and support to Laogao Crown Club . Please indicate the source for reprinting by Xuanming Network www.shxuanming.net