How to use the life cycle to build a store?

　　First of all, we must first understand why we need to make a good life cycle of store products?

　　By planning the life cycle of the product, we can clearly know which stage each product in the store is currently in, and adopt different strategies to create products according to their location.

　　1. How many stages will the product life cycle be?

　　The life cycle of a product can be roughly divided into four stages: introduction period, development period, maturity period, and recession period. Therefore, the products in the store can be divided into these four cycles to layout the store products.

　　2. How to create a store’s product life cycle?

　　(I) Import Period

　　The import period is not only the product testing stage, but also the main product recommendation of the store can be determined by testing the product. However, many small and medium-sized sellers will ignore the test of this model and choose the main products of the store based on their own subjective judgment.

　　Why do we have to test the model? The reason is that during the test, summarizing the test data can let us know more accurately what kind of products the visitors entering the store like, so as to determine the main model of the store and reduce the risks caused by choosing the wrong style.

　　The key problem of products during the import period is the lack of traffic, so how can we obtain traffic for effective testing?

　　1. Obtain traffic through paid promotion for testing.

　　Through the launch of Taobao/Tmall Direct and Taobao/Tmall Diamond Exhibition, we will increase the commission for Taobao customer plan to obtain the traffic required for the preliminary test of new products in the store.

　　2. Send text messages to old customers.

　　Notify old customers of new products through text messages, while maintaining old customers, it can also achieve the effect of quick model testing.

　　(II) Development phase

　　This stage is a stage of product creation. By summarizing the data we have tested, we can find out the main recommendations we need. Products in the development stage begin to rise, and products need to be promoted more vigorously. For products entering the development stage, we can:

　　1. Increase the proportion of promotional expenses for Taobao/Tmall Direct and Taobao/Tmall Diamond Exhibitions.

　　By increasing the promotion of Taobao/Tmall Direct Diamond Exhibition, we will continue to accumulate basic sales of products and obtain the weight of products.

　　2. Increase the commission for Taobao customer plan and find strong Taobao customer to promote the style.

　　This can quickly accumulate the basic sales and evaluation of the product, and its well-known advantage is that it effectively reduces time costs.

　　3. Plan store activities to drive product sales.

　　Products in the development stage can stimulate buyers to place orders and purchase through greater promotional efforts.

　　4. Increase product exposure.

　　While increasing product exposure on the homepage, you can synchronize products in the development period at https//xiangqing.taobao.com/index.html to increase the exposure of products in the development period.

　　(III) Maturity

　　This stage means that the store products have been successfully built into hot products. Products in mature stages are already saturated in the market. In a highly competitive market, they only need to maintain normal sales of products. During the maturity period, four points need to be paid attention to:

　　1. Start to control the proportion of product promotion expenses in the mature stage.

　　The reason is that products in the mature stage are already at the bottleneck of sales, and even if the promotion efforts continue to be strengthened, there will be no significant improvement.

　　2. Mature products are in the store’s resource location.

　　Many people will ask, why don’t the products that have been built with great effort to increase their exposure and sell them a little more? The main reason is that product sales have reached a peak. Even if there are more resources, they cannot bring higher improvements to mature products. In a fiercely competitive market, leave limited resource positions for products in the development period, so that resource positions can be well-known.

　　3. Reduce promotional activities for mature products.

　　The main reason is that products in the mature stage can have stable output and sales. If activities continue to stimulate consumers to purchase products in the mature stage, it will lead to consumers' purchases focusing on products in the mature stage, thereby affecting consumers' desire to buy products in other periods.

　　4. Be prepared for the products in the next investment period.

　　For products in the mature stage, we can slowly reduce our attention to them and leave more attention to them for products in the next investment stage.

　　(IV) Recession period

　　Recession futures refer to the product entering the phase of elimination. As the sales volume and profit of products continue to decline, the products have begun to age in the market and can no longer adapt to market demand. For products in recession, we can do mainly:

　　1. Reduce the proportion of product promotion costs.

　　Products in recession cannot change the fact that they are declining even if they increase their promotion costs. What we need to do is to increase the cost of adjusting products during recession to products in the growth period.

　　2. Plan clearance marketing activities.

　　Through large-scale promotional activities, the risk of backlog of inventory can be effectively reduced, so that products during recession can be completely withdrawn from the market.

　　3. Start the creation of products in the next growth stage.

　　Summarize:

　　In the era of fragmented traffic, single-product hot products have become a thing of the past. In the era of thousands of people, the ability to obtain traffic of a single product has been declining, which is no longer enough to support the traffic demand of the entire store. By studying the product life cycle of a store, we can not only know very clearly which period each store style is in, but also more rationally allocate the store's promotion expenses, so as to achieve the popularity of resource utilization, but it is also more conducive to the store to build a cluster of small hits and continuously create one small hits after another.

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