The first rule of the "iron-blooded" law of small and medium-sized sellers' operations: choose a good circle!

　　Since it is a law, it must be followed; some are what you must do, and some are what you must not do! Today we will first talk about the first law:

　　You must choose a competitive circle that belongs to you

　　Many people say that the competition on Taobao is too fierce because it is easy to compare prices, and everyone will inevitably fall into a price war. But in fact, you have more room to find a competitive circle where you have an advantage on Taobao. How to understand?

We all know that what Taobao　　now lacks the most is products, and many categories are products of tens of millions. In order to enable more high-quality products to be sold and more Taobao sellers can make money, the platform has a very important rule when distributing traffic: fragmentation. In other words, the massive number of visitors on Taobao every day will be broken up and assigned to different treasures.

　　How to break up? It's very simple, relying on keyword search. You can simply understand: for 1 million products of the same category, many of the keywords are the same. In the past, if any baby was very powerful, no matter what keywords they search for, it could rank very high, but the current situation is as follows:

　　When searching for keyword A, these 100,000 products have more opportunities to display;

　　When searching for keyword B, there are more opportunities for those products worth tens of thousands of yuan;

　　When searching for keyword C, I changed the product worth tens of thousands to display...

　　In other words, as long as your store meets general requirements, your products will always have a chance to display, which is nothing more than a matter of how many opportunities it is. Therefore, this should become the focus of the competition.

　　There is a very important point here: many Taobao sellers take the initiative to identify competitors and think that this is powerful is my competitor... So what should be the real approach? In fact, your competitors are different under different keywords. When you search for different keywords, it means that your competitors are different.

　　Then the question arises: Why don’t we find ourselves the most suitable competitor for competition before officially operating? Don’t think this thing is complicated. It’s actually very simple. Just divide it into several steps:

　　Step 1: Reserve keywords

　　Prepare keywords for your baby for key competition, find more, and try to be the words that best represent your product attributes. If you don’t know how to do it, first find a similar treasure from the platform, see how to write its title, and then combine it yourself and compare it, as shown in the figure below:

     In this title, at least the keywords you can reserve are: cotton and linen dresses, new styles of dresses, summer dresses, short-sleeved dresses, round necks of dresses, loose dresses, literary dresses, large-spoken dresses...

　　Step 2: Search for popularity of these words

　　In the business consultant, you need to use the standard version of the "market" function module, which contains a "search word analysis" and then a "search word query", enter the keywords and take a look at the data for the past 30 days. At this time, on the one hand, you can look at the data, and on the other hand, you can also look at its recent trends.

　　Step 3: Check out the competition situation of this keyword

　　Search for this keyword, and then focus on analyzing these data: Are there many powerful babies? Do you have a competitive advantage in the price? Compared with them, do you have a more obvious advantage in this key competitive keyword ? Are there any higher sales?

　　(1) Are there many amazing babies

　　This is actually a comprehensive result. You have to see if there are many high-selling babies, and if the prices are also very cheap (or at least, do you have any advantages over others).

(2) Are your advantages obvious in 　　key competition keywords

　　What we mainly look at here is the competitor's details page and the cumulative evaluation details. Let’s use an example to illustrate, for example, the keyword you search for is: cotton and linen dress.

　　Then you can basically make a judgment. What are the main points of interest in consumers who search for "cotton and linen dresses"? It's very simple, but it's actually necessary to wear comfortably and loosely. So at this time, go and see if the comfort attributes of "cotton and linen" are highlighted in the details of your competitors; in the cumulative evaluation details, see if consumers' evaluations say that the product is very comfortable. If others do all this well, it means that it will be more difficult for you to surpass it. Especially if the other party’s sales are very high and the price is also appropriate, then this keyword is not suitable for your competition.

　　(3) If the ranking is high, how much sales do you need

　　Let’s take a look at the lowest sales volume required for wireless terminals to enter the top 50 and PC terminals to enter the first page, how much is the highest sales volume, and what is the average sales volume. Just count it yourself and then you will have some basic judgments.

　　Step 4: Analyze whether you can extract competitive advantages under this keyword

　　Okay, after the above three steps of analysis, if you think this keyword is pretty good and can still be used, it depends on whether you can reflect the competitive advantage of this keyword in the first picture, the details page and even the title.

　　Let’s take “cotton and linen dress” as an example (note that I’m just an example here, it’s not necessarily good, don’t be misled): You find that this word is good, which may be a very good circle for you, so your title can be fully focused on the core attribute of “cotton and linen”. For example, the long-tail words you choose should be around cotton and linen.

　　Then in the first picture, you can show this "very comfortable" characteristic through the model's facial expressions, moderate copywriting and even the model's posture. In the details page, you can use a lot of space to highlight the core selling points of the product: cotton and linen attributes, making your dress very comfortable to wear. 》》》How to set the keywords and bids for the express train?

　　This is the first iron rule: you must choose your competitive circle so that the subsequent work will be easier. Regarding the iron rules of operation, please wait patiently and come one by one! (Source: Taobao University)

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