When it comes to Taobao stores, many people will remember that the store needs to be decorated with various exquisite promotions, and how surprising the store details should be to attract customers. Indeed, in today's era when people rely on makeup and PS, exquisite things are really fascinating. But little do you know that this part of the decoration cost has been included in the cost of the product, so what should be affordable for the small categories? The core competitiveness of a product is quality and price. If you optimize from the two aspects of quality and price, you may also be able to counterattack and bring breakthroughs to small categories. Let’s enjoy the promotion cases for small categories together!
1. The characteristics and positioning of the product itself
1. Product market prospects:
In the search for the entire 14-inch laptop screen, there are 4,649 babies, and the competition in the entire category is much smaller than that in the major categories.
2. Market promotion prospects:
Among them, there are even fewer babies participating in the express train promotion, with only 147 types of babies at most.
With one precise word alone, you can get up to 84 clicks in a day with the maximum traffic of direct trains on Taobao, which is huge.
3. Product mass price:
Among the 4649 followers, there are 4267 treasures in the price range of 200-300.
From the perspective of the market and promotion, the competition and promotion of products is less difficult. If you can have a price advantage at this time, the product's promotion prospects will be immeasurable.
The price of the main category in our store is indeed wholesale price, which is far lower than the above treasures.
2. Direct-to-Train Promotion Strategy
According to the above categories, the promotion model of the express train has been established. The direct-track promotion model mainly focuses on precise words will give the store's newly launched products with a good promotion environment.
1. Baby keyword balanced flow:
In the past promotion of other categories, the traffic of central words accounted for more than half of the entire industry. In fact, this is a bad phenomenon, because the purchase intention is not very accurate, and accurate words that meet the baby's own attributes are difficult to obtain traffic, which makes the keyword traffic dimension insufficient. In addition, if the new baby is listed on the shelves, the competition environment is relatively harsh and the results will be poor.
This store mainly adopts the method of uniformly obtaining traffic from keywords to attract traffic, which is conducive to creating a good promotion environment for babies and is conducive to cultivating click-through rates and conversions of the direct train.
2. Add words mainly based on accurate words
In the above market research, you will find that the traffic volume of precise words in this category is actually not low. The above picture shows the traffic data of the express train for one day. When the price is obvious, the PPC and click-through rate of accurate words will be relatively high.
Promotion benefits: In the case of a good promotion environment, coupled with the high cost-effectiveness of the baby itself, this gives the baby good market feedback.
Summarize:
Although the decoration and details of the store are relatively simple, the core competitiveness of the product, that is, the price, plays a qualitative factor. The market prospects and price of the product will largely determine the difficulty of promoting the baby, and the traffic characteristics of the express train industry can also be used as a reference for the additional words and traffic diversion behind the express train.
(The published account is an original case. Please indicate the author and source when reprinting. Violators will be prosecuted!)
This article comes from: Taobao Forum
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