[Practical Case] ​​The new products in the small store have been sold in 30 days and have exceeded 5,000 orders! That's what he did

　　Just after the beginning of spring, the sellers are busy preparing products for New Year's Spring.

　　Faced with the change of seasons, how should you choose and operate your products to boost traffic? Second senior brother of e-commerce expert shared with us a practical case of a small store’s “popular” product in 2016 season change——

　　This is a new product launched by the store in 2016. It has 5,557 tickets in 30 days and has more than 20,000 collection popularity. It has confirmed that the receipt has reached 1,548 orders. If you continue to confirm that the receipt will continue, there will be a large amount of traffic. Next, let’s analyze the [operation steps] in detail.

　　Step 1: Select the model

　　The correct opening mode for small shops to make Taobao is to first get the product store model - the "low-price hot model".

　　This model was a new model that was released on the market at that time. In early August 2016, no one was moving online, but offline merchants took a lot of goods, and every household in the stall had this model ready for stocking. The store owner thought this model was good and could follow it. The pictures were provided by the boss of the wholesale stall.

　　Because the owner knew that he could not tell fortunes by fingers, he chose one and one. So at that time, I simply chose four models for testing. They were all provided by the wholesale stall owner. I was not sure which one would be popular, so I didn't take pictures again at the beginning. The fact is that the other three models are still lukewarm, and only this one continues to surge.

　　Step 2: Direct Train Test

　　It mainly depends on the click-through rate, and the others are annotations. There are still many words that I don’t take screenshots one by one. The average click rate of this baby is definitely 2-3 times the average click rate of the industry (real). Without adding the last two words, many people will think that the click rate of playing black car brushes. This data is absolutely true and there is no component to brushing.

　　Although I deliberately smear the keywords, I can still see a little bit, which is basically long-tail words containing "main keywords". Now there are too many words, and there are not so many when I started testing. If you are more cautious, testing 3-5 accurate words is enough.

　　Step 3: Use the express train to quickly weight

　　After testing, it was basically confirmed that this model meets the potential of the hot product. The other models are temporarily released and the focus is on optimizing this baby. At that time, we found an unpopular time period in the morning, noon and evening to raise the words, because the time period and regional control are relatively fine, the click rate exceeds 15%, the quality is all increased in 2-3 days, and the mobile phone standard has also been improved. Taobao's weighted calculation period is 3 days, 7 days, 14 days, and 28 days. We see that there is no significant decrease in 3 days, and it still has not decreased significantly after 7 days, but it has decreased a little bit every day. But the launch time was in early August, and the weather was still hot, and the first reason was that the time was not reached. The second reason was that the click rate would decrease if the number of clicks increased, so no one dared to spend the high deduction. It would be better to be calm.

　　Half the second week, the deduction finally reached less than 50 cents. I couldn't help it at that time and wanted to get some money to play with it. I controlled my bid slightly, but it didn't show it anyway. I originally planned to use the express train to make a hit product, so I had to change my strategy immediately. Therefore, here I would like to remind everyone that if your direct train level is OK, don’t control it blindly. Generally, it is considered a red line to reach 1/3 of the average industry price.

　　Step 4: Change the strategy to do "recommended traffic"

　　Maybe so far, many people are just thinking about how to go to the homepage, but I think what I want to grab is recommended traffic, that is, traffic pool. Taobao divides different traffic pools according to the keywords of different display volumes. It’s okay if you are driving, but there is no influence from thousands of people. If the crowd is doing a good job at a premium, it can almost cover all traffic pools. But it’s different when doing searches. What to occupy is a traffic pool with the corresponding tags. What should I do? What you must understand is what kind of products Taobao recommends now in order to grasp the nodes.

　　In fact, it is also very simple. Taobao recommends high-profile popularity and high-quality conversions, and after-sales indicators including return visits and repurchase sharing. Finally, there is a more detailed one, which is the user popularity, conversion and after-sales service that meets the label, which is the fastest weighting.

　　Then it is crucial to have the opportunity to be recommended to users who meet the baby label. In fact, the method is very simple. Many people may have played gold coins, but few people realize the importance of gold coins. All buyers on Taobao have gold coins. As long as you set a deduction, you will immediately connect to buyers of hundreds of millions of yuan. The greater the deduction you set, the higher the weighting of the connection, the faster the growth of your baby's popularity, conversion, and after-sales weight. The most awesome thing about the Taobao system is that it will automatically recommend it to the owners of gold coins that meet your baby's label. Preferring priority to these people, which means that you will have a large number of users who meet the label to access and purchase.

　　This period of time is actually very painful. Seeing such awesome data, it is growing slowly, but it just can't explode. By mid-August, there were only 1-2K visitors a day. First of all, such a high click-through rate has been confirmed and will definitely be recommended, and the rest is only a matter of time. Second, gold coins have been set up when the new product is first launched, which ensures that as the weight of the baby increases, the weight recommended in the user group with the label will inevitably become higher and higher. Third, the popularity weights such as collection and purchase are pretty good. As a new product, the higher the popularity value, the greater the weight of the recommended one. So you just need to wait ease...

　　August 26 is the starting point of the traffic explosion, and the traffic on Taobao homepage exceeded 1,000 for the first time. I believe that merchants who have experienced Taobao homepage traffic know what this means, and they also know that this wave of traffic is destined to fall. Then how to hold on to this wave of traffic makes him explode many times is the key, so the event must be last, and then you plan to register for a special offer every day. Moreover, if you want to keep the traffic in the future, you have to keep special offers every day.

　　On 9.1, the daily special offer was the trigger point of traffic, which directly reached the UV count of 58,000 days:

　　On 9.2, the peak of special traffic for daily prices passed, and the traffic on Taobao homepage climbed to 21,000 UVs:

　　And it continues to rise, with a peak of 52,000 UVs:

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