What is Taobao’s “black search”?

　　Recently, I have seen many people discussing black search, so what is Taobao black search? Will black search have an impact on Taobao stores? Here, the editor will introduce to you what Taobao "black search" is.

　　We know that any creature lives in the living circle of nature. When the ecological environment changes, the creatures in the environment will also make changes to adapt to the environment. There is a passage in "A Brief History of Humanity" that is said that 60,000 years ago, a female ape gave birth to two daughters. One of them continued to stay in the forest and became the ancestor of all chimpanzees. The other one walked upright to the plain and became the grandmother of all human beings. People call those skills that continue to stay in the original environment, use some small means and use some clever tricks to call them "black search";

　　However, these "black searches" are not advocated. On the contrary, what is worth promoting are those "true searches" who are brave enough to make difficult evolutionary choices in the original environment and ultimately break away from the skill of walking upright.

　　Most of the opportunities for changing Taobao's operating technology are based on changes in Taobao's ecosystem. When many people first learned about Taobao, a large part of the reason was because of the cheapness. Based on the customer's psychology, low-priced hot products can basically meet the needs of most Taobao consumers, so for a long time, Taobao search only needs to put the hot products in front according to popularity to meet the needs of most customers.

　　With the development and growth of Taobao, many people have evolved from the initial cheap demand to "personalization".

　　We know that Taobao’s main customer groups are students and office workers, and Taobao’s hot products are to meet these customer groups. The high-consumption population who are truly screened out through Taobao searches is actually because everyone is making hot products and does not have enough corresponding quality products to match, and there is a blue ocean of traffic shortage. "HeiSou" can use very few high-priced sales to occupy large traffic, because although there are not many high-consumption groups, the sales volume of products matching this group is very small, so there is no need for a lot of sales to get a better ranking in this part of the products, so the traffic will increase sharply during a period of time.

　　Although the search results on Taobao on mobile phones are all different from each other, the basic fact is that except for the direct bus, you basically cannot see products with low prices similar to 9.9 free shipping. So if you are making hot products now and have low prices, unless you are just to seize the top three sales rankings, you may get more objective search traffic, otherwise it will be difficult to gain a discount on Taobao’s search traffic.

　　From another perspective, Heisou also has its advantages, which is to change Taobao shopkeepers from pure seller thinking to "platform thinking", and look at consumer behavior from the platform perspective, at least it makes sellers pay attention to the "crowd label".

　　Before this, we focused on search weights and only focused on our own sales, popularity, and conversions. After following Black Search, many sellers began to pay attention to consumers' behaviors across the entire network, such as shopping comparison, collection, purchase addition, placing orders, etc., and knew that even the same sales volume could bring different weights.

　　It is difficult to influence and change the crowd label. When Taobao displays products in personalized manner, the most important dimension is not the price, but the brand tone. Taobao has a very demanding brand scoring algorithm, which is difficult for you to change. For example, looking at the overall brand sales, the number of offline physical stores, the number of brands’ online active products, etc. Without offline physical stores, your Taobao sales will only be 4 points, and if there is a physical store that reaches a certain number, you can reach 5 points. Only international brands can exceed 5 points.

　　In the process of high unit price, it is easy to increase your store level due to sales soaring, allowing search to give you higher basic weight to assist your behavior, and traffic will be easy.

　　At this time, we are thinking about the steps of "black search": first increase the price, and let the ** customers browse high-priced products, compare, collect, purchase, and finally place an order. Let Taobao search determine that you are a high-quality product because the customer's "behavioral label" determine that you are a high-quality product, and then personalize it to high-consumption people with very few competitions.

　　In fact, "black search" is easy to understand. For black search, the core operation result of black search is to push the wrong products to the wrong people. This method is difficult to stabilize for a long time. Using black search technology can quickly increase traffic. However, no store can use black search to stabilize sales for a long time. Therefore, "black search" is not advocated, and it is more reliable to do "real search" steadily.

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