An excellent e-commerce company will definitely have a very awesome traffic team

This article was shared by Yang Chao, a member of #Laogao Crown Club# at the regular meeting in 2103. Yang Chao made it to the Apple category at the moment, which is very impressive.

Tmall has changed a lot now, but the overall operational thinking remains unchanged, with traffic as the king and profit as the way. Looking back at some of the operational ideas of that year, you can jump into complex operational skills, look at Tmall and Taobao from a higher perspective, making your e-commerce journey more light.

The following is the full text of sharing:

Today, I was also invited by Lao Gao and shared it for the first time on stage. I was engaged in e-commerce for about a year and have been doing offline retail before.

Nowadays, C 2 C no longer has the previous concept and has completely transformed into the era of B 2 C. Why do many buyers open stores on Tmall? Because Tmall has some unique advantages, such as traffic. In terms of traffic, I found that many market shop sellers now do not have traffic themselves, so they will consider where the traffic comes from. Traffic itself is very valuable and even costs money to buy. Many people will find that we now open Taobao search and enter a keyword. Tmall search appears in the top three or two of the searched rankings. This is no secret. Many people pay attention to this search.

Building a network is actually about doing traffic. In addition to doing traffic, everything else is secondary.

What we mainly share today is this search, some tips for creating hot products, and how to make hot products have sufficient traffic, and how to put hot products on the default search after having traffic. I summarized a sentence like this: "Building a network is actually doing traffic. Except for traffic, everything else is secondary." Why do you say that? Because I have been in retail for a long time, I suddenly realized that there is something very difficult to do. Many sellers keep bursting activities every day, why do they do this? Because he has no traffic, he can only attract consumers' attention by selling low prices or some promotional products at 9.9 yuan or 1 yuan, and give the "baby" the finishing touch.

Actually, we are still doing retail. I don’t know what you think. My idea is to do retail in online stores. Some people may be building online stores in a promotional state. What is retail? In fact, the most difficult thing about retail is to do the same thing every day. For example, when a retail store is opened, the store manager needs to turn on all the machines, hold meetings for the clerks every day, and welcome the arrival of every customer. In fact, it is repeated every day. The same is true for online stores, which is the same every day when picking up customers, orders, packages, ships, and after-sales service until the transaction is successful. While we talk about traffic, we think that it is very difficult to do the same thing every day, and the same traffic is the same. If the traffic is the same every day, it will definitely be very difficult, so it confirms what I said: "Doing a network is actually doing traffic. Except for traffic, everything else is secondary."

In fact, the success of a planning team is multifaceted. The team successfully planned the network because their planning all solved the traffic problem. I believe that at least one or two sellers are planning. The success of planning is to solve traffic, while other planning teams mostly allow you to change the website layout. For example, artwork can improve the visual optimization of the website or improve the website functions. For example, some technologies can be grafted into Tmall stores to solve more transaction problems. These things are not the foundation of the network, and this is also the core of an excellent team.

I think that an excellent e-commerce company now must have a very awesome traffic team. He will know what the core of the network is, how to obtain traffic, and how to obtain well-known profits from traffic. Traffic and profit are proportional. So today everyone will talk about why my store has no traffic.

Let’s analyze some of the advantages and disadvantages of Taobao B store. I also chose to build a market store. A month later, I found a question: Why are the top three searches on Taobao all searches on Tmall? Later, I closed the market store without hesitation and opened a B store. Today, I think back on this matter is also a very correct choice.

Then let’s take a look at some of the advantages and disadvantages of Tmall B store. The first advantage is the top three keyword search, which is a very important point. Every day, everyone is wondering why my "baby" has 50,000 traffic or 70,000 traffic but cannot reach the top three searches. Is there something wrong with my baby, is there something I need to improve, is my price not good enough, is my conversion rate not high enough, is my DSR problem, etc. The second advantage is that there are no negative reviews, which is also a well-known advantage that many buyers find after entering. The third is that the platform has many activity resources. When I communicated with some market shop sellers offline, they said that the market shop has no activity resources and that if they cannot find resources, they have to do low-priced activities.

The first point of the disadvantage of B store is that commissions and other fees are passed on to consumers, which means that our price must be higher than that of C store, at least 3-5 percentage points higher. Secondly, our customer service level is lower than that of C store. Now 80% of Tmall sellers come from companies, and they use 8 to 9 hours of customer service working hours. Some market stores I know still use 14 hours of working hours, so I think the level of the store on Tmall, including my own store, is lower than that of the market store. I don't know what the situation is in other categories, but the three DSRs that we do in the 3C category are basically not red, including some good flagship stores. Another disadvantage of B-store is that we only care about the products and not the needs of customers. For example, many services are not in place for market stores, but our B-store is indeed a big advantage.

Free traffic skills

Today we will also talk about some tips for obtaining traffic for free. Generally speaking, the following four methods are used to obtain traffic for free, one is Taobao and the other is Tmall. As we all know, Taobao is basically separated by various platforms, such as Yitao.com, Juhuasuan, and Taobao Travel. Many searched things are independent, so Taobao itself has less and less value in obtaining traffic for free. On the contrary, Tmall has more free traffic. If you have an insider, you can coordinate some resources. You will find that it is very useful for long-term accumulation of traffic. There is also one exclusive to Yitao, and the other is off-site traffic. Basically it comes from these four acquisition channels. I will share my traffic with you. The random selection is the traffic of this month on March 1, March 1, March 1, and March 20. My SKUs are 69 in total. In fact, under normal circumstances, I have about 30 SKUs, and my views can basically reach 150,000 per day. If I do activities again, my traffic will be around 200,000. Please tell you one thing, my traffic has never spent a penny, and all my traffic comes from default search, so everyone may be particularly interested in my sharing today. Let’s take a look at the proportion of my Taobao search and mall search, Taobao search is 44%, mall search is 30%, and the overall natural traffic diversion by default search is 75%.

Why is my traffic so high? Because I have many parts that make up such a high traffic, it is not that my traffic comes in one port. I have many ports. The first one is the wireless terminal of the mobile phone. I don’t know if you have done the wireless terminal of the mobile phone. I have always paid close attention to the generation of mobile phone orders. I require that the order volume of my mobile phone orders every day is at least more than 15% of all orders. Of course, I will also pay attention to the traffic of the mobile phone, including activities on the mobile phone. Everyone knows that the Taobao backend, the baby for sale has event promotions, and there is a mobile phone exclusive. We can set the price of placing orders on mobile phones for 10 yuan cheaper than PCs. Some careful buyers may find this and enter your store from the mobile phone. Why is this happening? Because I found that the customers who purchased the mobile phone are more sticky, first of all, the screen of the mobile phone is relatively small, and it is difficult to search in the default search after collecting your store, because mobile phone search is more difficult than PC search, because mobile phone search only has default search, and it does not have direct bus advertisements or Taobao ads, so I think the traffic on the mobile phone is very important.

This year, Jack Ma said: "The responsibility of wireless Taobao is to destroy Taobao." Of course, that's also a joke. Of course, I have seen that this year I attach great importance to Taobao on wireless. This is the traffic on the wireless side of the mobile phone. The second traffic comes from Tmall Selection. I don’t know how frequent Tmall Selection is on everyone here, but I found that the location of Tmall Selection on Taobao’s homepage is very good and can add points to your store. If you frequently go to Tmall Selection, your traffic will increase within a certain period of time. Over time you will find that you will have unexpected results within a week.

Tips for creating hot products

Let’s share the sales nodes of the entire 2013. Since you want to create a hot product, you still need to have a time point. If you don’t have a time point, it will be difficult. Everything must be about the right time, place, and people.

There is a school season in early March, a travel season in April, some promotions from June to August, Mid-Autumn Festival and National Day in October, Double Eleven in November, Double Twelve in December, and year-end purchases at the end of January. You will find that the sales volume has been on the rise in the end of January just now. By February, it will fall again and start to rise again in early March, which proves that our time node is about to begin. Maybe our sales in April and May will be a little weaker, but from June to August, major platforms will integrate some large resources, such as JD.com will also do a lot of promotions. Overall, the Internet will be very active in the past few months. Let’s review last year, JD.com was doing a Normandy promotion on June 18, and JD.com and Yixun were fighting a price war of words. These are some hot time nodes on the Internet. If you can think about whether your products can be designed and packaged well within one month, can you catch up with this time node, or can you use Tmall’s own platform resources? If you are not Tmall, can you use the platform resources of your own manufacturers to make a product a hit. There are some new products launched first, and then some brand cooperation, and there will be some creative activities. Now, Tmall’s more active places will gather everyone in private and then do some brand cooperation, such as it will do some cross-category things.

How to create hot orders

Next we are going to talk about creating hot-selling items. Only by creating a hot-selling item can we seize a traffic port. How do we choose some advantageous products? There are many aspects to choose advantageous products, such as appearance selection, market analysis, our capital inventory management, upstream supply chain coordination, performance evaluation, and whether customers need these things, whether our appearance can make the pictures better, and whether we have such a large market to make such a product now. These are all things we need to analyze. For example, I searched for a keyword on Taobao today and looked at the sales volume. As a result, the best sales of this thing is only sold in 500 months. This is not a hit product. Moreover, the hit product we are focusing on now has high average customer price. Everyone will find that more and more popular products are high average customer price, rather than low average customer price. Because it has a lot to do with default search. If we don’t use the power of default search, I will definitely not get high-priced hot products.

How to choose advantageous products

We can first analyze the market, and then draw out a market ranking to analyze the characteristics of various products in the ranking. For example, I often use the data cube. I don’t know how many people have bought professional boards for data cubes. I bought many professional boards for categories at once. Because a professional board for a category costs 3,600, so you may not start. I think if you really want to analyze the market, you must use the professional board of data modules. You can only get more data through the professional board. For example, if I want to make Apple 5 today, I found that the number one product in Tmall search has 30,000 traffic per day, but where does its traffic come from? I have to use the data cube. For example, if he wants to invest in some direct trains to occupy the market, or his default search, or what activities he is doing today, we can see his traffic port. For example, his traffic is 30,000 today. I counted it myself. There are more than five products I made in Taobao's default search, and a product ranks first in at least five keywords, because I found a very simple feature. If your product traffic continues to be higher than the first product within a week, then you can have a 50% chance to kill it. This is my well-known experience in the past year. So when I am making single products, no matter what single products it is, I will first analyze how much traffic my competitors will have today and how much traffic will be in a week. I will first observe for a week. If the average week is 20,000, I may reach 22,000 or 23,000. It is very difficult for everyone to do a lot of money, but if you can try every means to exceed his traffic within a week, and the conversion rate is slightly higher than him, or be on par with him, then you have a certain chance to surpass him.

First of all, we analyze the market. We take out a single item to analyze the products with the highest default search ranking in the market. Of course, the default search may change at any time, but there are some better words that will not change. For example, iPhone 5. The keyword iPhone 5 may change every week, but some consumers may not call iPhone, they will call Apple 5, or they will call Apple phones, and some fixed keywords will not change. Take iPhone 5 as an example. No matter how it changes, it will always be iPhone 5. However, some other keywords and some very small keywords remain unchanged. Then we have to use the word list of our data cube to see how much traffic this keyword is in the past week. Then I know if this is a well-known traffic port. I will focus on this keyword. After we have selected the product, we can take a look at the entire market. For example, the market analysis of wireless mouse, searching for wireless mouse has 14,000 transactions, which is the first. This may be a product that has been made into a hot product. Its average customer price is also quite high, about 40 to 50 yuan. If you create a hot product now, don’t think that your average customer price is low and you can’t do it. You must do promotions to create a hot product. This is not necessarily true. You must master a time and node, just like the stock market. Just look at the direction every day and think that the traffic volume of the market is relatively low today, you will take action and get the traffic node and then analyze it.

You can pull down all the products and make a table by yourself. I will also make a table by myself. Then we can see the DSR of the store's one product, two product, and three product DSR, or the DSR of its single product. We can see it. After seeing it, we can also analyze its refund rate and the number of transactions involved in disputes.

Why do customers choose the first product?

Why do many people choose the first product? You can search it. After opening it, you will find many secrets, such as its color, its baby pictures, and all kinds of things are better made. These are some appearance choices. Now, whether it is a large shop or a small shop, they pay great attention to the production of beautiful pictures. For example, I will make my pictures very exquisite and beautiful, but later I found that consumers do not need these, and they will not look at these when they buy things, just like when I buy things, they will not look at these. What they want is you One to two selling points. If your baby description emphasizes what award your product has won at the beginning, your consumers will not go to see him. They will only go to see if your product has selling points. For example, I was looking at a watch two days ago. I found that the best one sold by the watch. His baby description is really good. It is like the TV shopping in the early 21st century, such as throwing it in water, or throwing it from the fifth floor, smashing it with stones, using electric drills and drills, etc. In fact, many times consumers will pay attention to these things, and they will think that this thing is good. Let me give you a very simple example. Two days ago, I went to buy a home textile. I found that many authentic merchants have very good sales. I don’t know why, but when everyone comes to his house to buy it, I will also buy it. The next day, a friend of mine told me that the other one is 60 yuan cheaper than his house, and the things are the same, but everyone still buys 60 yuan more expensive, and everyone buys it for the authentic one. In fact, this is how China's society is now. You can ask your customer service. Wangwang opened it and found that one of the three sentences must be asked if there is anything to give it to you. This is a disease for everyone and a common disease. This is a reality that everyone does not want to face, but it is like this now.

For the target customer group, we can do a performance evaluation and then the product technical parameters. For example, if I think of a product today, I will compare this product with the top five in Tmall, or the best-selling technical parameters. For example, what functions and selling points a mobile phone has are a very critical performance evaluation and the coordination of supply. This is a relatively critical point. If your supply is not very good, then your products will produce homogeneous products on Taobao, and you will not get a good price and a good promotion point in the first wave of promotions. This is a supply solution.

And when we talk about the coordination of supply, such as market cost, will this product have a price control in the market, or can this product have a good price during promotion? For example, if you negotiate with the supply chain, will you get a very good accounting period? I believe that no one will take out all his funds to do business. This is a business way in China: everyone will use other people's money to do business, and others will also use your money to do business. This is a good inventory turnover and capital utilization rate. It is very difficult for us to do business on Taobao. Alipay will have to reduce our money for 7 days or 10 days before it can be turned over. Moreover, many buyers will not be able to get the money out when they are having a dispute with you. What should I do? This requires you to think about something. If there is a problem with your funds, you will basically not have high customer unit price.

Store affiliate marketing

Regarding the affiliate marketing of a store, I think it is very important. If you are a mature store, I can say that if you can seize a time node, your chances of creating a hit product will be much higher than others. For example, if you have a 14,000 model or 15,000 model today, and you want to create another hit product, your chances will be very high, because your traffic acquisition is much more than others. We can use four methods: main parts + similar recommendations, store advertising space recommendations, main bodies + possessions, main parts + main parts, store affiliate marketing, store advertising space recommendations are very important. The arrangement of our home page advertisements, the layout of the navigation bar, and the arrangement of the product page advertising space, mainly these three aspects. Why do you have to say so much? I haven't made many things today. Some people may have already realized it. Because if we are creating a hit product, I think the most important thing is traffic. If your traffic is in a better ranking among your peers within a week, then you have 50% chance of killing the first place or reaching the second place.

When I was doing it myself, I had already adapted to about five or six models, all of which were the same result, and it would be unexpected. You can search for the iPhone 5. I must be ranked first or second now. I started buying it on February 20th. At that time, I found that the market was still very sluggish. The consumers had not woken up yet, and the logistics had not recovered. The traffic was very low at that time, so I cut this product. The traffic in the first place was very large. It could be as large as 30,000 to 50,000. I could not surpass him. I did this thing at that time, and I decorated all my stores into an iPhone. e's store, because I used to sell tablets, after I finished the renovation, I made a little direct train, which cost about 1,000 yuan. It was exactly one week from the 20th to the 27th. Then I cut this product and set all the words. Then I made a traffic conversion for the entire store, whether it was a liar or a regular one. Anyway, I surpassed the first place within a week. Later, the conversion rate was the same as that of him. After a week, I pushed his position away. This is a small experience. I don’t know if such a thing will happen in your category, but I will pay attention to how much his traffic is every day, whether my traffic will surpass him today, whether my average traffic in a week is higher than him, and how much higher than him, and my DSR, my refund rate, my refund disputes, and indicators in all aspects are higher than him. We just talk about single links, we don’t consider the store for now.

Trajectory analysis of traffic

Traffic trajectory analysis is the last step. After you select a product, you must see where the traffic comes in, or whether the optimization of your keywords is the best, or whether the traffic ratio of your products obtained in the vocabulary is the same. For example, if my first keyword is 50% of the traffic acquisition in the vocabulary list, then the keywords of your single product traffic must not be as bad as 40% or 50% of the traffic acquisition. I am also preparing for the next product myself. I have been observing this market. Maybe if you observe for two or three months, there will be no results, and the traffic is difficult to surpass. But if you observe ten or twenty items at a time, you will definitely get a good opportunity.

Your products must have a very sluggish time in the year. It is impossible to always be good, for example, if the supply cannot keep up, or the supply cannot keep up, the DSR will drop quickly. If you stare at it every day, I don’t believe you have no chance. I think everyone will have such an opportunity, which is to put your products first in Taobao search.

Do searching, make every detail in place

Now everyone is worried about that. One thing is that one product is sold for 10,000, but it turns out that it is not profitable. Because the average customer price is low, I saw that the competitors are one dollar cheaper than me. Do I need to adjust it? If I adjust it, I will not even make a profit of one dollar. This is a very confusing issue. Of course I have also been confused, but I found that if you can do a good job in default search, then your price must be higher than your peers, and you will definitely sell better than him. I don’t know if I have talked so much today. I can understand some of my practices, but I have persisted for at least a year and repeated it to do a lot of things. In fact, I will arrange my schedule every week, what activities I want to register on Monday and what activities I want to register on Tuesday, as long as you arrange your schedule and do this every day, because Tmall has a lot of resources, don’t be afraid that an event will have no traffic, such as gold coins, no matter what, it will have traffic.

If you can use one single item to report all traffic in this week, you are ready to go online in the second week. If you are lucky, you will definitely get unexpected results in the third week. It is possible that the next default search is the first one.

In fact, if you do searching, it is simple and difficult, it depends on how you view the search. If you are still paying attention to other small issues, I think they are all second-hand. If your store can ensure a high traffic growth, then other issues are not a problem. I may not have pulled out the entire track of my traffic just now. In fact, at this time, I only had more than 10,000 traffic. At that time, I only had one model, and I made one model by one, but I also found that many operations would do five models and ten models together, and I would do it one by one. For example, if I do this model first, I may only need one minute to maintain it every day, and I can find a way to make the second model. After the second model is finished, I spend three minutes to maintain the first two models every day. When I make the fourth model, I only spend ten minutes to maintain the first three models every day, so this is why I had to mark my SKO at the beginning. In fact, my SKO is very, very low.

If you are interested, you can learn about my store, including the entire industry. We have done a very good job, including the platform's integrated resources. Maybe today, this waiter will change it tomorrow in this position, but you have been insisting on doing this every day, communicating some of your own ideas every day. Of course, there are not many ideas, right, then you will definitely get some resource positions you should have. After getting the resource position, you will wonder whether your thing can be integrated into the single item you want to make. If you are purely for making a difference, then I don't think it's meaningless. Because every time I attend an event, I will think about my default search after the event. If my various things are topped first, this is the most important thing. If everyone is doing business with a price difference mentality in the event area, then I think it must be a good thing.

We try to solve every node as much as possible. For example, if I have such high traffic now, I am basically not afraid of doing business without it. No matter how bad my business is, it will not be much worse. At least, for example, the entire company's cards are profitable, that is, I will go to the first sentence: Only healthy profits can maintain development. If your software has no profits, how do you develop next? Right, this is a question worth thinking about for everyone.

Q&A session:

Q: I would like to ask, the two products you just mentioned are started, how to arrange the general framework, process, basic sales volume of the new product, how do you arrange it later, can you be more detailed, and what aspects should we start from, and step by step...

Yang Chao: The first one I want to say, take an example, for example, when the iPad 3 is literally ipad 4, isn’t it necessary to start a new product? Maybe this is, I don’t deny that the brand has advantages, but if it has advantages, you will also compete in the entire platform, and our industry still has parallel products. Right, parallel goods are our well-known competitors. It’s very simple. After my product comes up, I will be the first wave of promotions that will not reduce the price. For example, I will definitely deliver the Cursor 43688. For example, if my profit is 20,000 yuan, I will definitely deliver the things worth 200 yuan, and then constantly stimulate customers. There may be many people paying attention to this product. If your promotion is relatively large, you will get very good nodes. If your level is very good, you will get a small amount of support, and then get some initial releases in the market. If you do it later, you should think about how to maintain it.

Q: Then do you mean the price increase later?

Yang Chao: I won’t raise the price. Didn’t I just say that I will raise the price after I finish it in the right way. Don’t think about low prices when doing promotions, but attract the second batch of exciting customers. And what you need to focus on is collection value. If you don’t have collection volume after the promotion, then you are doing it in vain. Your collection volume will bring your second and third waves of customers to buy. That’s what I think.

Q: Hello, I would like to ask. You have just mentioned a lot of work content. Some work content is very important. I would like to ask how you arrange personnel allocation, which operation is specifically responsible for which part, or how many things you do yourself. I would like to ask this configuration question.

Yang Chao: Team issues, team issues, I think it mainly depends on your SKO. If your SKO is one kilogram, then two people are definitely not enough. If we say, according to our SKO, I think only two people here are enough

Q: So, just you, there is another operation, you two do all these operational things?

Yang Chao: Yes, we two are doing the same thing and will not do it separately. Then every time we do it, for example, if we report a product, we will do this thing at the same time, just split the thing into two parts, and we will not say that we will report another thing and I will report another thing. We will do the same thing.

Q: Let me introduce myself first. You just said that you are from Samsung digital accessories. Our store is from Samsung flagship store. Currently, we are mainly engaged in iPhone accessories. When you were teaching, I looked at your store. Through observation, I found that your store has mp3, iPad4, iPad mini, and Apple's headphone cable, including iPad protective case. From the perspective of product line, these lines should be considered different product lines. For example, we are currently focusing on iPhone accessories, including iPad protective case. In this way, the product line is relatively single. Do you have any suggestions? For example, search, you have several hot products at the top. Because your product is now more broad, so each hot product is in the first place. I think it is relatively advantageous.

Yang Chao: If you have a very strong operation team, I suggest you include iPad. Why haven’t I entered Samsung accessories so far? Because I think it’s much more difficult than the console. I have also seen your store. If you want to keep doing it, I think you will only make a single product, such as only making iPhone brands. In fact, you have also discovered that if you design an iPad, there is no such store on Taobao, and there is no such store that can be used with iPad and iPhone, because it is not a subcategory product, and you may not attract many users. Why can I put all my products here today? There are many cross-regional ones you just said, and I have just emphasized this point. I am a store selling Apple, but if you do one to sell iPad and iPhone protective case, I think it will definitely not be successful. At least you should have thought about this problem and are also doing this problem. I should all feel what my peers are doing. Unless you do something else now, you may do it well. For example, if you want to make mobile power and Bluetooth headphones, you may have a chance, but if you do iPad protective case again. It is basically difficult to make. You also know that the average customer price of iPad covers is very low now, and it is basically impossible to make 19.9 or 25 quickly. They are all made on Taobao. In fact, your flagship store is of the same type. It has always been used to make iPhone covers, so I think you two must insist on doing this to maintain the popularity of profits. If you involve iPad again, it may have a great impact on your inventory and your marketing. I at least think so.

Q: You just said that iPad and iPhone should not put these two types of products together. According to your idea, they are not the same type of products, so don't be confused together.

Yang Chao: Because when we were making Apple, you may be thinking that people with iPhones will have iPads today, and people with iPads will have iPhones, but this is not the case. What is the key to your mouse? If you think it involves an iPhone protective case, will he jump in and iPads be interested? This is the problem, unless you think about how you can go...

Q: Can I understand that you say that, don’t have two main works in a store?

Yang Chao: It depends on what product you are making. If it is an accessory, I suggest you don’t make a second one.

Q: You now say that you have multiple stores, and the matching of each store is different. So is it operated by a company?

Yang Chao: Yes!

Q: Are they all from Tmall?

Yang Chao: Yes, it's all Tmall

Q: In this case, the operating cost is very high

Yang Chao: If I open three stores, I can also choose. After my store is opened, if I have a second store, I will analyze one thing: It is impossible and absolutely impossible for me to run the second store like the first store. Then choose the second store to make another product.

Q: That is to say, there is no need to open two stores for the same product, and the second store must be a different product?

Yang Chao: When you have a chance to make one first, will you make the second one first? Isn’t this just hitting yourself?

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