How to play with traffic?

　　Founder of Jinxilu Home Textile Brand and co-founder of Jinguan Club E-commerce Investment Fund. Before starting his business, he served as an executive of Bosideng and China Resources Home Textiles. During his time at China Resources, he was responsible for more than 400 direct-operated stores across the country and accumulated rich offline physical work experience. He started his own business in 2012 and founded the original brand - Jinxilu Home Textiles. It has now become the leading brand in Taobao brand in the home textile category. Lao Jin has innate talent in understanding the overall situation and judging the competitive situation. At the same time, he has logic and thinking in team management and work plan execution, and is also a rare genius in e-commerce.

　　The following is the full text of sharing:

　　Let me introduce myself. I have ten years of experience in home textiles. In terms of retail, I have worked in monopoly, supermarkets, RT-Mart, Walmart, Metro, etc., shopping malls, we have worked in Shanghai, Jiuguang and other channels. During the whole process, because in 2008, I actually came into contact with Taobao, because when I was at China Resources Group, our group entered the mall, but it did not develop well, because this was based on me. We have an attitude towards e-commerce, but in 2008, I started my business from China Resources in 2011. At that time, I was thinking that because I am quite familiar with traditional channels, I also know that the cost of opening a specialty store in Shanghai may be one or two million, which is a basic fee. Of course, I am not referring to a very small store that is 20 to 30 square meters on the street, but a relatively formal home textile store. It is an unimaginable thing to do if you have a big channel without tens of millions of funds.

　　?So what to do with self-starting a business? We have seen the future of e-commerce. In fact, the purpose of entrepreneurship is to do e-commerce. I started a business in the second half of 2011, but I didn’t do our Tmall, because entrepreneurship must survive. This is the most basic problem. No matter how gorgeous the background and experience we had before, when we started a business, we must start from the most basic one. At the beginning, we only had a so-called office building like dozens of square meters, which put some goods in it, and did some activities in the mall to support the team. It is also to wait for some preparation work. Jinxilu brand is in my Before the operation, there was no such brand with no fame and nothing. For such a brand, the logo packaging and everything had to be redesigned at that time, let alone the product. At the beginning, there was a preparation period, which was about to be the end of 2011, but it was probably very basic. The company also came down, so we applied for the mall and officially started operations in March 2012. Thanks to some of my previous experience, including some luck, it was achieved from 200,000 to May to more than 2 million.

　　Before today's topic, I want to express my views. The first one is also a feeling I have been working in e-commerce for two years. We must have a grateful attitude. Why do you say that? Because when I started a business, I was alone at home and working behind closed doors, constantly studying some of the functions of Taobao. It was the first time I bought something on Taobao in May. When I shared last year, many friends also heard me tell this story. When I bought something, I just took a photo and didn't pay, but I thought I had bought it. It's a thing, but it's strange that I have studied other things. I spent about four or five months studying them. I read all the information about Taobao. Everyone knows about the videos about the express train. I sorted them out, including the title optimization, and they were all divided into sects. They were all in a state of not understanding. The turnover in May last year was also OK, and the team was established. Since then, I have slowly participated in the team's affairs. I came out to the crown and developed rapidly.

　　The first thing to do e-commerce is to have a grateful attitude. Here I am very grateful that Crown Club gave me a platform. In the past, I did it alone. Frankly speaking, I was afraid to think about going to Taobao. Before May, we didn’t care about who the waiter was. When we came to Crown Club, we found that the waiter was so close to us. The other one was that we had a very deep contact with everyone. At that time, I was shocked and stood up and sold 30 million yuan a year.

　　Second, I am grateful for the environment like our e-commerce. I am sincerely grateful for this. I came from the entity. With the investment we had at that time, including our foundation, if we invested in the entity, we would not have had the result today. So I am very grateful to platforms like Taobao and e-commerce for giving us the opportunity to grow rapidly.

　　Third, I want to be grateful for our team who has been following me from a very difficult state to the present day in the past two years. I think we must have a grateful attitude when doing e-commerce. Why do we feel this way? Because today we have heard a lot of voices. Although I am a new Taobao person and I only joined the Taobao army last year, I have heard a lot of voices this year, such as Taobao is not easy to do, and we will not give us traffic. I think business is like this. Survival of the fittest. Don’t complain. Correcting our mindset will make our ideas more peaceful and will help us make more correct decisions, rather than indulging in complaining all day long. If you are a person with very negative energy, you will get into the horns and you won’t think about how you do it.

　　Second, we want to share, why is sharing? Sharing is powerful. In May last year, I joined Crown Club and was a very small seller. Many sellers here must have more sales than I did last year. I was very anxious at that time and was very willing to share with the club members and Lao Gao. I have ten years of offline retail experience and I am willing to share my things because I love sharing. I personally stand in that angle. The third point is the power of the circle. Nowadays, e-commerce has a very formal team, and it can get on the right track in a few months. Why is it going on the right track? Because although I don’t do SNS, my team has already started to do it, so it is the power of the circle.

　　Next, I would like to sort out the keywords we have in the past few years. 12 years have been data-based operations. Data-based operations are now a primary thing, but we were definitely ahead of the way at that time. One of the concepts I sorted out in those years is refined operations and differentiated marketing, because we found that relying on data-based operations alone is no longer so beneficial, and we have differentiated in the category. My first keyword next year is fragmentation, the second keyword is wireless, and the third keyword is SNS.

　　Next, let’s get to our topic. This is our sales in 2012 and 2013. This is part of it. You can see the curve. This is just a result. How to do it? I roughly summarized that our traffic channels are divided into free traffic paid traffic and activity traffic. Many people will think of searching for free traffic, but few people will think of layout. Paid traffic is Taoke, Diamond Exhibition and Express. The traffic of the event includes Juhuasuan and Tmall points. You can see the changes in our new baby details page, sales evaluation and points. I think everyone should use these changes to see the trend. Points are actually customer viscosity. How strong a store is depends on how many members it has. Tmall points play such a role. We must have advanced awareness and have predictions for the future. Points are the gold coins of the past. This is more important, which is to obtain fragmented traffic through product layout.

　　?I believe that everyone uses these functions to optimize titles. I use them to develop products. We need to see the essence through phenomena. Last year, we had a cooperation with Arctic Fleece. This year we have a new change. Our investment in Taobao brands is 40 million. Our brand is to find a way. Our Arctic Fleece brand started in August. When we first took it, the sales volume was more than 100,000. In September, we achieved more than 4 million. You can see this on the Data Cube. It was more than 13 million in October and more than 18 million in November. What is the method? In fact, it is very simple. One product has two stores and one flagship store. Flagship stores account for about 70%. Some specialty stores are also very good. Our brand has achieved the current seven-year-old.

　　Back to traffic, we started to do it on September 20th. We have about 30 days for reference. Our average daily UV is more than 10,000, and we used it for 15 days to go from zero to 40,000 pieces. This is our source of traffic. We rely on hard push, diamond show and paid push to obtain traffic. If your internal strength is not good, then your paid traffic will need a lot. After buying hundreds of thousands of pieces in four months, it can be said to be a hot product. Its direct access is free traffic. By the end of October, my free traffic exceeds more than 20,000. At this time, my paid traffic will decrease. If you do something wrong, your advertising fee will account for 80%. If you do it right, your advertising fee will not exceed 7%. Our Jinxilu advertising fee will not exceed 4% this year. This is our carefully planned VIP. We have carefully planned it in the first half of this year. There are many products on the entire homepage, two in each line, and there are a lot of traffic. This year, there are no more than three merchants in our category that have VIPs. The next one is absolute real-time goods, that is, traffic. From October 1st to 31st, the PV brought to us by Taobao Club is 910,000. This is Juhuasuan. Juhuasuan's traffic is very inaccurate, so there is no way to share it thoroughly. In October, we did more than one million Juhuasuan and more than 18 million in November. Juhuasuan has traffic.

　　Both good and bad on Double Eleven are not absolute. It depends on how you position it. Our Double Eleven sales are not very large, but we are very rational and need to have a layout. I have removed many products that have run volume. The Arctic velvet quilt was sold at the original price. It was sold for more than 9 million on Double Eleven. After Double Eleven, it was basically more than one million. After Double Eleven, I was basically the first in the category, and I have been the first in the category until now.

　　Comparison of paid traffic before and after Double Eleven, it was 140,000 before Double Eleven. We spent 120,000 on Double Eleven, and more than 500,000 after Double Eleven. My big money was spent after Double Eleven. Most of my money was spent on Juhuasuan. We spent more than 300,000 on Arctic Winter, 70,000 on that day, and 70,000 before, and more than 300,000 after that. This is definitely a good layout. From this, we can see how I made the layout. You can see that the traffic of the express train is almost no traffic. The most important thing in the diamond exhibition is the click rate. The click rate involves whether the selected product is suitable. Your product is more than 10,000. The click rate may be high, but the high price must be low. I want to thank my team. There will be no results without execution.

　　In our opinion, if you want to do Double Eleven, just do these eight aspects well. The first is pre-sale, the second is water storage and stress test, the third is category testing, the fourth is Juhuasuan, the fifth is free traffic, which is your hot products and your product layout, the sixth is paid traffic, the seventh is wireless terminal, and the eighth is old customers. Pre-sale is very important. You must find differentiation and give them the advantage of cost-effectiveness. Pre-sale does not occupy inventory, which can be regarded as a diamond show. We participated in the planning of category activities. Juhuasuan is really good this year. They put a lot of energy into doing it. I didn’t do it well. I was too confident and had a good estimate, but we did a good job in the future. It was not too bad. Our product layout was not well done. I think the rest can be at least passed.

　　We have designed it specifically for the mobile terminal. We have our own Tmall store. Before Double Eleven, we only had thousands of Weitao fans, but now there are more than 30,000. This is all real. We have also done a lot of activities for mobile terminals. We tried the wireless terminal and all of you are better than me. We shot a video with tens of thousands of clicks, and the influence in the circle is still good. You should think you are very awesome. Then tell others that you are very awesome. In the end, you will be really awesome. This video reflects the power of the circle. Our company has an operation team in Shanghai, with more than 20 people, and Hefei has more than 70 customer service people. This video was made by us before Double Eleven. Before, the waiter told me this idea. I decided to do it after thinking for a long time. I wanted to build a team for the team.

　　Our team is very united and has a deep relationship with me. It took two days to plan the video from having an idea to making a video. We also organized flashlights. We finished shooting in Oriental Pearl in ten minutes, and took two days to shoot in Shanghai and Nantong. We should be calm and not to do this thing very utilitarian. Everyone is very tired but happy. This is a good thing as team building. This is a very important point. Compared with mobile phone PCs, the conversion rate of wireless terminals is 28%, so everyone must pay attention to wireless terminals, and the conversion rate of PCs is 10%. After Double Eleven, we made a summary. After the goods were shipped on Double Eleven, the score rose a little. Although we had some bad things before, our data prediction on Double Eleven still had a relatively good result.

　　This is the sharing of our entire traffic, thank you everyone.

　　Text/Lao Jin Compiled/@Lao Gao E-commerce Circle

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