As the saying goes, September is coming, September is coming. In the e-commerce industry, the second half of the year is the peak sales season for most categories. Now it is still in the process of changing seasons. It is the day for our autumn and winter products to be launched, so it is particularly important to launch new products in autumn. If you are accidentally delayed, you will not be able to catch up with Double 11. How can we control such an important time point for the alternation of old and new treasures to be foolproof? Today I will share with you my own ideas and hope it will be helpful to you.
I divided the autumn new launch into five stages, namely, model measurement, picture measurement, pricing, volume increase, and traffic drainage. Next I will come with you one by one.
Products are always the primary content of our operations. Only by choosing the right product can we not be so tired in our future operations. So we must first choose the models that are needed by the market. In this era of big data, of course we cannot choose models based on our own perspective and experience. We must use the data brought to us by consumers as the basis.
There are many methods, and two commonly used methods are recommended. First, use the existing hot products in the store to test the new models. Because the store’s existing hot products have a large traffic, and these are the store’s precise traffic, we can associate some new models in hot products or do a new one, and after several rounds of tests, then observe the data, which related models have more clicks, then these models are more popular items.
The second method is to use fans to choose models. Weitao is our best platform, because Weitao’s fans are the precise crowd of your store. We can use Weitao to launch a voting activity and let our own fans choose their favorite models.
Of course, there are some other methods: use the direct train to go and drill to pay for the test , which is also very effective, and the traffic crowd can be controlled and the speed is fast. Or study market data, it is OK.
After the new model is selected, it is time to measure the picture. The picture is to increase the click rate. Whether we are doing direct trains or doing free searches, the click rate is very important, which will affect the input-output ratio of our direct trains. Moreover, a high click rate can also increase conversion, which will have a virtuous cycle for SEO, so our click rate must be higher than the industry average.
When measuring the picture, we use the direct train to measure the picture. The controllable display volume will enable us to quickly measure the high-click picture. Generally, the display volume must reach 3,000-5,000. You can open all the words in the direct train, and do multiple plans at the same time, so that a batch of pictures can be measured soon. Of course, if you have enough budget on your own, you can also use diamond displays to measure the pictures, which will be faster.
Next, it’s time to price. I think the price is the result of competition among peers under the premise that the population position remains unchanged. Therefore, the prerequisite for pricing is to understand your own product population, and then determine your own price based on the price of your competitors in the same group. How to determine the crowd? There are two aspects. First, our store is based on the crowd positioning, so we should refer to the crowd positioning of the product based on the crowd of our store; second, when we were testing the model, we actually got some search data. Behind some keywords with high clicks, consumers who are interested in us must be interested in us, so we can find the crowd based on the keywords, and the business consultant can search for the crowd of keywords. After determining the group through these two methods, we can determine the price segment that this group likes. We can find our competitors in this price segment. We can directly set the price by referring to the competitors.
Now that we have selected the new model, tested the product pictures, and set the price, we can increase the volume. My increase in volume is not simply to increase sales. The purpose of increasing volume is to do a good job in internal strength, that is, to increase the conversion rate. Let’s break down the contents included: sales, evaluation, buyer show, ask everyone, collection, purchase addition, and details page. The details page is the basis. The premise for us to do this is of course that there must be sales, or use the method of bringing new products with hot products . We can carry out some matching and related discount activities to quickly break the zero new products. Immediately afterwards, you need to ask the buyer to comment on the picture. How to do it? You can use cashback to encourage the picture. Here is cashback to encourage the picture, not cashback to good reviews, so don’t over-interpret them. After the evaluation and buyer show, we need to increase collection and purchase to increase the popularity of single products. We can do some activities to add purchase and collect, and it is best to be more intense, and it can be achieved with some mobile interactive tools.
This step by step guide, our comments, buyer shows, collections, and additional purchases will be done. If we don’t have hot products, we can break through zero and increase sales through our old customers. The process is the same. If you ask everyone about this, you can also ask the customer service to do it. If you have any questions, please answer them, or directly organize a cash rebate activity, which should also increase the chance of answering. Of course, we can collect the points you are concerned about when asking new products and find a small account to ask questions. There is one thing that is very important here. The most taboo thing about Taobao is to build a car behind closed doors. Communication is very important. If you don’t communicate or e-commerce, you won’t be able to do it. Lao Gao’s e-commerce class is on, so I will sign up to communicate with the e-commerce talented people and answer your questions and answer your questions. >>>Click to register
In the previous test , chart and pricing, we actually got the conversion rate and average customer price. So if we want to increase sales, we can only start with traffic, and the final traffic is also a long-term task for us. And if you don’t attract traffic at this time, then all the previous work will be in vain and you will enter a vicious cycle. So what we need to do is to attract traffic rhythmically. We have three major traffic: paid traffic, free traffic and active traffic. I think what we have to do now is to determine the traffic we need through annual target sales, and then break down the traffic. The decomposition ratio can be referenced to previous years' data and growth rates. Also using the formula "Sales = uvx conversion rate x customer unit price" we can get the traffic we need, and then we break down the monthly traffic, and then decompose the monthly traffic into paid traffic, free traffic and active traffic. At this time, we can clearly know what traffic we should do.
These 5 stages are not progressive step by step. Each stage is actually running through the entire process. I won’t talk much about traffic . We need traffic from beginning to end. For example, as the conversion rate changes, people's feelings are changing and keywords are changing, so we must constantly optimize them. The same is true for pricing. Different levels of competition will definitely affect pricing. If you don’t pay attention to it, you may quickly lose customers. Therefore, each stage is also a micro-circulation, and it needs to be continuously optimized. There is no best, only better. (Source: Seller Information)
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