How to create a hit product? Practical experience of "The King of Hot Products" (Part 1)

　　Yang Pengying has 4 years of practical experience in e-commerce operation and promotion, has been engaged in product promotion in 20 categories, has created 200 hits, and has his own experience in creating hits .

　　Before joining the e-commerce industry, Yang Pengying worked as a Baidu bidding promoter at a study abroad education and training institution in Beijing. She decided to do e-commerce for a long time and felt that she might start her own business after entering the e-commerce industry. At least she could open a Taobao store to sell goods. If she did other things, she might work for the rest of her life.

　　In 2014, Yang Pengying joined the e-commerce business and switched from Baidu bidding to direct train promotion. These two have common principles, so Yang Pengying is very easy to do direct trains and create popular products. Before working, Yang Pengying prepared for the postgraduate entrance examination for two years. She knew everything about the postgraduate entrance examination industry and postgraduate entrance examination books, so she chose to join the book category in 2015 and operated in a Tmall store.

　　6 months, performance from 1.43 million to 12.35 million

　　When she first took over, the sales volume of the store was very low, with only 1.43 million in the first half of the year. Yang Pengying used the second half of the year to increase her performance to 12.35 million, a growth rate of nearly 10 times, which further proved that her choice was correct.

　　Because she is very familiar with the industry, products, competitors, and consumers, and she has experience in operation and promotion and the experience she has accumulated during Baidu bidding promotion, so when she came to the e-commerce industry, she was very skilled in store operation and promotion, which laid the foundation for creating hot products in the later stage. Moreover, in 2014 and 2015, there was no content marketing or live streaming to drive traffic. As long as you do the payment well, sales growth will be very obvious.

　　These experiences combined have enabled her to quickly create a group of hot and hot products. After practicing, she moved this ability to create other products, achieving one amazing result after another. Over the past four years, the number of hot products on the entire network and hot products on the store has been added up to 200.

　　Here we will select a few representative hits to show them.

　　4 real cases created by hot products

　　1. "National Computer Grade Examination Level 2 ms office"

　　In August 2016, the total sales volume was 290,000. The National Computer Level Examination is a must-take certificate for undergraduates in colleges. Among them, the number of applicants for the second-level MS Office for the computer level exam is the largest. There are many sellers selling the same book on the market. The price of the entire network is uniform, which competes for understanding the industry, competitors and customer groups, product familiarity, operation and promotion capabilities, and control of time nodes. Moreover, this sales volume is the best on the entire network.

　　2. "Honey version of 100,000 Whys"

　　In April 2017, the book had a maximum daily sales of more than 1,400 pieces and a monthly sales of 50,000 pieces. Children's books are as competitive as children's clothing. What we are competing for is the quality of children's books, the hot sales of categories, and the promotion and optimization efforts, which are very difficult categories. After creation, this item ranks in the top ten in the children's book subcategory.

　　3. The Wanguo Judicial Examination Set 479 yuan

　　In November 2016, sales reached more than 4,000 pieces, which was the largest in the entire online market. There are very few people applying for the judicial examination. When choosing this category to create hot products , differentiated competition was taken. The analysis data shows: 1. There are few sellers in the market and competition is not fierce; 2. High average customer price and high profits; 3. High market search popularity; 4. High quality people.

　　4. Zhang Jian’s postgraduate entrance examination yellow book

　　In July 2015, the total sales volume was 130,000 pieces, the largest sales volume in the postgraduate entrance examination subcategory. The number of applicants for the postgraduate entrance examination is about 2 million, and there are also many candidates for the English exam. The Yellow English Book is a treasure book for every postgraduate entrance examination student to prepare for the exam. There are many sellers selling the same book on the market, and the price on the entire network is uniform, which competes with the understanding of the industry and competitors, customer base, product familiarity, and operation and promotion capabilities. And at that time, this sales volume was the best in the market.

　　"Doing e-commerce is a bit like taking the postgraduate entrance examination, and you need to have the spirit of being willing to work hard." Faced with the popular products she has created , Yang Pengying is still calm. She said, "I think e-commerce should be based on the precipitation and understanding of the industry, market, and her own store products, competitors, and consumers." Only when you are familiar with it can you do it better and better in the end.

　　The best practitioners in the e-commerce industry must have both industry-related experience and job experience. They must have both. In addition, they will be willing to work hard, have strong learning ability, strong execution ability and strong data analysis ability. They will definitely do a good job in store performance. Yang Pengying is a distinctive example. She is also a person who is good at summarizing and willing to share. Here she is willing to share the 5-point experience she summarized when leading the team and the 8-point hit group experience for communication and learning with everyone:

　　5 experiences to create a hot leadership team

　　First: You must formulate a job manual in a standardized, process-based and systematic manner. For example, if you just hire a new person, it will take at least half a month to train him. However, if the company has a ready-made job manual, you can just let the new person learn this manual directly. At the same time, he can also test his learning ability, and then the superiors can do simple and important training.

　　Second: All execution positions must have practical, replicable, monitorable and trackable data. All personnel use data to directly assess the data at different positions and stages, such as the direct train to assess traffic, click rate, production, average click spending, conversion rate, etc. in stages.

　　For example, title optimization can assess Taobao search traffic, which means whether the keywords introduced in the title bring traffic and how much traffic it brings. Data is generated every day, and data can explain the problem and help you solve the problem.

　　Third: The company should have the awareness of cultivating talents and cultivate employees who are striving, positive, optimistic, united, and mutually supportive and creative and innovative. The best gift a company can bring to employees is not temporary benefits or a superior environment, but a inheritance of the spirit of struggle. At least one dimension of a company's coming-of-age ceremony is to see how many young people with a spirit of struggle have been cultivated and influenced.

　　Fourth: E-commerce practitioners must have data statistics and analysis capabilities. The future is the era of artificial intelligence. If you don’t know data analysis and don’t understand data, you will be eliminated sooner or later. We need to have a sense of crisis. We all know that data has two uses: the first type of data is used for predictions; the second type of data is used to guide the next operation. Four essential elements for e-commerce data analysts: 1. Analytical thinking; 2. Familiarity with business; 3. Proficient in using tools; 4. Data source collection.

　　Fifth: Increase sales, increase free traffic, increase profits, increase brand awareness, and reduce costs. These points can be put into work as a work mission and focus on details.

　　What you need to create a hit product is not only professional knowledge, but also sensitivity to the industry. (To be continued...)

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