The homepage of Taobao is revisioned, ushering in new opportunities for sellers

　　#Laogao E-commerce Knowledge# Taobao mobile phones are often revised. Each revision is actually a reallocation of traffic. On the surface, it is redistributed to different stores or babies. But its essence is that as the Internet environment changes, the traffic entrance changes. For example, the two core trends of traffic reallocation in the changes in Taobao’s homepage this year are: the proportion of traffic allocated through content marketing will increase; personalized matching traffic will be more accurate.

　　Taobao homepage—Content traffic matching through Taobao live broadcast will explode

　　When it comes to live broadcasts, many people will associate them with internet celebrities, and they will associate them with beauties. They will think that it is the business of big sellers, and they will think that it is clothes, shoes, overseas purchasing agents, etc. However, in fact, I think Taobao Live may be the best counterattack opportunity for small sellers (the premise is that you have a powerful product) in the next few years.

　　Two days ago, I read an article on Qianniu Toutiao "No internet celebrities, no stars, Brother Pearl Live Bun Sales 30 million in half a year." You can search for this article in Qianniu, which should give you a lot of inspiration. A young man born in 1987 created a live broadcast to open a clam to get a pearl. Place an order first and then open the clams. You can open it once for 58 yuan, and you can also get one piece of jewelry when you open it.

　　"Is baby No. 1153 here? It's here, then Pearl Mom has helped to open the clam."

　　"Wow, what a beautiful Dabai, test it out, wow, 13MM, congratulations to the baby."

　　Yes, this is the scene of Pearl Brother’s daily live broadcast. There are internet celebrities, no stars. If so, then parents, sisters, etc. are all stars. The live broadcast method is very simple, one person shouts the vocals and the other person opens the clams. The pearls are expensive to buyers, and orders are placed first and then clams are opened. In fact, it is just for fun. If the opening is not good, they will open another one for fans.

　　However, this model has greatly improved the "play" attribute, which makes fans very happy to stay in his store and live broadcast room. Doesn't this just fit Jack Ma's father's philosophy: let consumers stay on Taobao for a longer time, browse on it, and spend time on it.

　　In fact, this kind of live broadcast can provide many small sellers with many ideas, because with the development of technology, the network will not become an obstacle, and the network speed will not become an obstacle. As long as you are interested, you can do any category or product. A fun creativity will become the foundation for your counterattack. I have a friend who sells apples online. When the apples are ripe, he will live streaming to pick apples.

　　"This tree is expected to produce 200 kilograms of apples, 20 kilograms per serving. I'll test the size of the fruit for you, it's almost 75."

　　"You can take a photo of the baby you want, and get the number, and then we start picking apples."

　　On-site picking, on-site scale, on-site packaging, and directly pasting the logistics order number, achieving: What you see is what you get, and the apple you receive is the apple you loaded. Fun, don't worry!

　　Taobao homepage—You may also like to match personalized Taobao homepage traffic will be more accurate

　　Open the Taobao APP and in the lower left corner, you can see a big word "Tao". Just click it and you can go directly to the section "Guess you like". What do you think you like? It means that the products you are most likely to buy and the products you are most likely to convert and sell will be recommended to you first.

　　This is equivalent to allocating a large proportion of traffic through this entrance, which means that if you cannot catch this entrance, your traffic will definitely decrease in the future, and then match it to those sellers who are doing well. It doesn’t matter whether big sellers or small sellers. Moreover, you can foresee that the current situation where the traffic conversion rate of Taobao homepage is very low will definitely be greatly improved with the maturity of personalized recommendation technology.

　　In the future, your behavior on the Internet will be more fully analyzed, and then products that meet the label will be recommended to you first. Let’s give a small example, the future situation may really be like this:

　　One day, you bought a test strip for early pregnancy test on Taobao, and then after a while, you bought another piece of radiation-proof pregnancy clothing, and then you bought a few more items that pregnant women would use. So, ten months later, you gave birth to the baby successfully, and then you opened Taobao, and you found that you might like this module: diapers, milk powder, baby pacifiers... wow, it's all what you need now, and you don't need to search again. This is the mature personalized recommendation technology!

　　So, at this stage, as a Taobao seller, in order to obtain as much traffic as possible on Taobao’s homepage, you only need to do one core task: constantly strengthen your store labels and product labels. Because when Taobao is now performing traffic matching, the most important thing is to allocate traffic by matching the consistency between consumer tags (crowd feature tags and behavior tags) and store tags and product tags. Therefore, many jobs will be particularly important to you, such as:

　　If there are no special circumstances, you must maintain the consistency of the products in your store, including the consistency of style, and do not have both Korean and ethnic style; the consistency of price, do not have both high-end and low-end, or do low-end first and then high-end; the consistency of the applicable population, do not have products suitable for college students, and products suitable for senior white-collar workers in the enterprise. These behaviors will cause confusion in your store labels, reducing personalized recommendations.

　　Don’t believe in illegal operations such as replenishing traffic, replenishing collection, etc. How do you know what the traffic coming in looks like? How do you know whether they match your store labels? Perhaps the personalized search weight you have finally accumulated will disappear as your traffic replenishing traffic and replenishing collection.

　　As a small seller, the direct train plan is mainly accurate, so you need accurate long-tail keywords. Inaccurate and irrelevant words, no matter how much traffic there is, because the more net profit and better conversion, the stronger your store label will be strengthened. Correspondingly, the more personalized recommendation traffic you will match.

　　Taobao Home Page - A small and beautiful specialty store will give you greater opportunities to show in the "Daily Good Store" section

　　This is the same as you may like to enter, but you may like to display products. This entrance tends to display high-quality stores. The system will analyze various behaviors of customers and then give priority to consumers with clear store labels to those with clear needs.

　　Taobao has always advocated small but beautiful. This small but beautiful thing is not just a joke, it will be a very important strategic behavior. Because this is very helpful for increasing customer stickiness, increasing conversion rates, etc. As for how to strengthen the store label, we won’t talk about it for now. Here we can talk about how to build a "small and beautiful" specialty store. Because many people feel that their categories or their own shops have no way to be small and beautiful.

　　Let’s say something like snacks. You can look at Taobao. Most of the snacks in stores are pursuing a variety of snacks, that is, they have all kinds of snacks. This was indeed the correct strategy before, because the product attributes of snacks themselves are pursuing diversified products, and consumers hope to try more. But under the trend of small but beautiful, this may not be suitable. Because everyone does this, everyone will be the same and there will be no characteristics.

　　So, can you have a store that specializes in making all kinds of chocolates? Such a store label will be very clear, OK, when you meet a chocolate lover, the store will undoubtedly be recommended first.

　　Can you build a store? Everything in this store is super spicy, remember it is super spicy. It's only for those snack controls that are spicy and unpleasant. If you don't like spicy ones, then sorry, this store is not for you. Of course, on the contrary, if you want to eat spicy food, or Taobao finds through behavioral analysis that you like spicy food, then this store with clear store labels has a very big opportunity to show it in a good daily store.

　　You can also build a snack shop that is only for office sharing. The theme you are calling is: snacks, which need to be shared. All the snacks in the store are individually packaged in small packages and placed in large packages. After buying them, you can share them in the office. So do you think that when an office white-collar worker buys snacks, such a store is more likely to be recommended?

　　In fact, don’t always complain, just like the chicken soup: Change comes, what you need to do the most is to embrace change.

　　Changes in Taobao homepage on mobile phones are opportunities and challenges. Each change will result in some stores, which will also cause a significant impact on many stores. However, we must admit that every time the revision is revised, don’t think about not giving small sellers a way out or something. Every revision is fair. Big sellers do better because they have better adapted to changes.

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