As the saying goes, knowing yourself and your enemy will win every battle. The same is true for e-commerce. If we want to make a bigger store, we must first learn to analyze ourselves, and then be able to analyze our competitors. Otherwise, if we don’t analyze ourselves, we will be blindly strong, and if we don’t analyze our opponents, we will be just a frog in the well. Today, we will analyze the specific situation of the store with specific examples as follows:
Category: Silk Quilt
Nature: Shop C
Level: Five Hearts
1. Basic status of the store
This store represents the current situation of many small factories looking for jobs. Their specific situation is that they don’t understand e-commerce, they know the industry and products very well. Because of the impact of the Internet, traditional business has been affected, so they began to want to enter Taobao. When entering, everyone thinks that as long as you put things on Taobao, you can make money. Therefore, they are all part-time jobs, and take a try-out attitude and do it yourself.
However, because traditional business can still be maintained and Taobao is a part-time job, it has caused long-term online orders to fail, so the store is just thrown away. However, as the impact of e-commerce becomes more and more powerful, traditional channels are struggling step by step. We have to face the power of Taobao and prepare to do it formally, but we are blinded and we don’t understand anything.
The store owner is a business owner with a physical store. The store has been operating for half a year and has accumulated 233 orders. The general situation is as follows:
During this period, I have found an agency to operate and bought traffic, but basically no improvement. Now I gradually realize that handing over the store to others is equivalent to pinning your head on someone else’s waist. So I started to learn by myself and improve myself.
1) About the product
The owner is from Nantong, Jiangsu, which is an industrial base for down jackets in China. Everyone in the industry understands that product resources are very graceful. As long as they are well operated, you don’t have to worry about product quality or cost. We can also see this from the store’s comments.
However, this store is just a personal C store! When communicating with the store owner, the store owner means not to do Tmall first, and then invest when you can see the profits. Here, let me give you a small suggestion: even if you are building a corporate store, you will make one first. Although the corporate store has not yet clearly realized its advantages in natural search, it will definitely have the impact on the promotion of conversion and the comprehensive quality score of the store. At least the value of the medal is also true!
2) Natural search
After looking at the store’s backend, you can find that the traffic of natural search is terrible. First of all, when the baby is putting new, all kinds of basic layouts are not done well, including keyword layout, time layout of removal, price layout, etc., all of which are all problems. After the official launch, the baby's work of breaking zero, the baby's popularity score optimization, etc., that is, after the construction period, the store has almost no accumulation of quality scores, and the ending can be imagined.
This situation is the current situation of many Taobao sellers, especially many factory sellers: after the baby is launched, he waits for the business to come to the door, but when he can't get in, he starts to worry and doesn't know what to do.
3) Score of the store
The store’s DSR score is good, all of which are higher than the industry average. However, the store's sales rate has not yet met Taobao's requirements (we can see the figure below, there are many products with 0 sales).
The owner is greatly influenced by the popular thinking. Although the store has many products, when you ask friends for help, you can play with one product. Many other products are unsalable, basically have no sales, and the sales rate is very low...
This situation is terrible and will be directly recognized by Taobao as: the store has no characteristics! Then why do search engines recommend you? It doesn’t make sense, because there are many babies like you on Taobao.
In most industries, the sales rate has exceeded 80%, which has become the standard. I have emphasized this many times.
4) Details page situation
The design of the details page is not logical, has clear key points, and has no highlights, so it cannot attract consumers and is not good at promoting conversion.
There is no related related sales, resulting in a high jump rate.
5) Make good use of your offline and old customers
Because you are also building offline physical stores, there will be many offline customers. You can maintain old customers well and guide them to online transactions, so that you will get up quickly. Of course, don't try to do something illegal, as you will die and be ugly.
2. Related suggestions
1) Rebirth in the fire
What does it mean? In fact, if there is no traffic or conversion in this situation, it is completely no different from a new store. Some people may say, isn’t the one with sales and comments a waste? What a pity! Don’t be naive. There is no weight on Taobao, no ranking, no traffic. Those are flowers in the water and moon in the well.
Because it is a physical store, it has a business license. First of all, the advice I gave is to upgrade to a corporate store, which is costless. Then delete all the treasures and do it again. Doing e-commerce is a small investment, and it does not mean you can not invest! If you are ready to do it with your heart and do it full-time, put your operational skills aside first and take out your attitude first. Professional photography, professional first picture design, and professional detail page design are all necessary. Don't do it yourself, it's not a professional. There should be a lot of such service agencies in the local area.
2) Refine a core selling point
The competition is so fierce that you must find a core selling point, and it is best to distinguish your competitors. For example: the most breathable, most skin-friendly, lightest, most fashionable, most professional, best craftsmanship... There is always such a selling point! We can look at the best shops, their babies, everyone’s impressions, see what consumers are paying attention to, find the most inhabitants, and see if they own them.
3) Optimized layout of store natural search
First of all, the layout of keywords. Because it is a new store, long-tail words are chosen as the core vocabulary to break through. With "silk quilt" as the main word, focus on the click-through rate indicator, select the ten long-tail words with the highest comprehensive competitiveness, and layout them into ten different treasures. Focus on core long-tail words as the optimization focus, consider the wireless terminal.
Separately put on the shelves and do not cause competition with yourself. If you distinguish each baby long-tail word, don’t compete with yourself. Regarding titles, the first important factor in optimization. If title optimization is not done, other efforts will be in vain.
4) Optimize sales rate
Don’t just optimize one baby, and don’t have other products without sales. Make sure that all products have sales (4 weeks) during the new product period, and choose two or three babies, so that it’s best to break zero within 24 hours of the new product being put on the shelves. This way you will get higher search weights.
5) Marketing for old customers is very important
Whether it is Taobao Weitao or other social tools, you can accumulate one by one by one, as long as your stuff is good, someone will definitely share it.
If you want to build a good store, this is basically all about it. I believe that as long as you care about it, the store will not be bad. Finally, I wish you all new year and a prosperous career.
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