Yang Pengying said she loves to create hot products . "When I see a product that starts up in a month, I will be really happy and feel that all the efforts are worth it." With this professional first-line execution ability to create hot products, she can also move to other categories of products smoothly, and the results are also very good, such as milk powder, women's clothing, bull sockets, car products, children's clothing and other 20 categories of products.
8 real things, how to create a hot-selling group in the store:
1. Make good product layout. For example, shops selling children's clothing have 3 hot products, 2 hot products for cotton jackets, 2 hot products for down jackets, 1 hot products for leggings, 3 hot products for woolen jackets, and other small hot products for major sub-categories. The overall store is a hot product group for category;
2. Make a good price layout. Price is an element that affects conversion. Price must be priced based on the brand, all costs of your own products, market, competitors and Taobao product price layout;
3. The premise for hot products or even hot products groups must analyze the market and competitors. Look at the current sales volume of subcategories, analyze the total traffic and transaction volume data of the market subcategory, analyze the traffic of competitors, and analyze the source analysis to see when the hottest competitors will be launched, and what methods will be used to inflict, whether it is paid traffic or free traffic or the online celebrity store’s own fan traffic, and estimate how likely it is to make your own store;
4. Create a big hit product in the market subcategory. Of course, the model is tested and has a price advantage, which is the introduction of traffic. We often use direct trains to ignite traffic. We try to do 30 reviews for 3 to 5 days on the shelves, spending about 20,000 promotions every day, and spending about 300,000 yuan in 20 days. We use paid traffic to ignite free Taobao search traffic. When the Taobao search traffic is more than 10,000 yuan and the momentum is rising, we will slowly reduce the direct train costs until the direct train is stopped;
5. The main picture is very important. The main picture should be tested in advance in the express train. The one with the highest click rate is used to make the main picture. The main picture affects the search traffic of Taobao mobile phones. A good main picture will increase the search traffic of Taobao mobile phones. A poor main picture will reduce the original traffic, so you must be cautious when changing the main picture;
6. Each title of the hot product and hot product group must be carefully optimized. Title optimization must be optimized based on keyword data. When sales just show an upward trend, optimize the title and insert attribute words into the title. Attribute words have data in the business consultant;
7. The traffic channels and traffic proportion of popular products are analyzed every day and compared with the data of competitors' hot products. Paid traffic, conversion rate, number of payment orders, collection rate, purchase rate, Taobao search traffic and other data are analyzed every day and found ways to improve;
8. Fast products must be reviewed, especially after doing activities or big promotions like Double 11, analyze daily traffic and conversions with event traffic and conversions, in order to make a good estimate of sales of popular products for Double 11 next year.
>>>> Traffic is the essence of all business
Whether online or offline, traffic is the essence of all business. Based on the large number of categories that have been done, it is concluded that there are about 21 aspects that affect Taobao search traffic (single products or Taobao search traffic for the entire store).
1. Product price;
2. The direct train (forward and reverse influence) has just been launched for one week or even 10 days to pay the traffic, 50% and 50% each in 30 days, 85% of free after 30 days, and 5%-15% of payment;
3. Whether it is in season or whether it is off-peak season;
4. The search popularity of category products over a period of time (it depends on the market conditions);
5. Product category (the popularity of clothing and other categories of standard products are definitely different in Taobao search);
6. New (only for high-weight stores) If a new product is launched in stores with high-weight stores, the search traffic for Taobao will have more than 500 traffic on the first day, and the search traffic for Taobao with low-weights may be dozens of search traffic for Taobao;
7. The time to be released early or late;
8. Is it a big promotion (Double Eleven, Double Twelve);
9. The proportion of the store where the product is located (for example, the main product of the store is skirt, and several of them are pants and pajamas sold, which will also make it difficult to increase the search traffic of pants and pajamas);
10. The impact of competitors’ search traffic;
11. Payment conversion rate and click-through rate will also affect;
12. Artificial order supplements, such as keyword conversion to transactions, will also increase the traffic of Taobao searches;
13. Do activities (Taobao, Juhuasuan, Taobao rush purchase), low-price volume increase, etc., these are all increased sales weights for babies. When the sales weight increases, the popularity weight of babies will also increase;
14. The traffic on Taobao homepage will also affect the search traffic on Taobao. The homepage on Taobao homepage will lower the overall conversion rate of your baby, and the traffic on Taobao may be less;
15. Title optimization will affect Taobao search traffic, and adding more or reducing attribute words will affect Taobao search traffic;
16. To make the Taobao search traffic stable or increase, it must be achieved with the stable or increase of sales volume. Generally, the Taobao search traffic is basically stable to be the first in the industry subcategory;
17. Styles and pictures will affect the click rate of the product, and in turn affect the search traffic of Taobao mobile phones;
18. The placement of categories will also affect Taobao search traffic (try to place categories with large traffic if they are correctly matched with the product);
19. Store weight and store opening years, the higher the sales volume, the better after-sales service, and the higher the store dynamic rating, the higher the store weight;
20. The higher the store level, the more free traffic Taobao may give;
21. The increase in the number of sales items will also affect the search traffic of Taobao.
>>>> Always be concerned about performance, and those who win fans will win the world
Social e-commerce is the future trend, and e-commerce has entered a content-oriented era. The future will be a development trend that integrates dataization, intelligence, online and offline. Yang Pengying felt: "The e-commerce industry must rely on performance to speak. Excellent e-commerce practitioners will always care about performance. Only when the performance is good can there be more futures."
Yang Pengying's work attitude is like her nickname - Struggle. She is willing to study and analyze and learn. She said: "Struggle will definitely bring one benefit, which is growth." When encountering problems during the actual store operation process, she wants to solve them on the same day. If not, she will feel uneasy when eating or even sleeping.
Because of her struggle and learning, Yang Pengying is working hard to explore the knowledge of talent management and even execution in the e-commerce industry. She purchased learning materials at her own expense and even joined the Laogao e-commerce circle out of her own pocket in order to expand the cognitive boundaries, communicate more with her peers in the e-commerce industry, and learn more successful experiences. "What kind of people in the circle will have a life," Yang Pengying said, "In the Laogao e-commerce circle, what is talking about is opportunities, and what is earned is wealth.
Every time I see those bosses who work in tens of millions or even hundreds of millions of dollars a year, what reason do we employees not learn? ”
Learning management knowledge to expand your network is essential for merchants, but you must also pay attention to fan users and data analysis. Whether it is a large company or a small company, it is best to have a department that is the data analysis department. When doing Taobao, you must master and make good use of data and pay attention to data analysis . The current traffic is too expensive, and the traffic next year may be more expensive. Therefore, as a merchant, you must pay attention to user experience and build a fan group through sharing and interaction. Yang Pengying solemnly emphasized: "We all know that those who win fans will win the world."
Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net
Click to register to apply to join the well-known e-commerce network - Laogao E-commerce Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!
EN
CN
