How should Tmall store operate?_Premiere Network

　　How to operate a Tmall store? How does the operation master run a Tmall store? Generally speaking, the operation master has an exclusive operation plan, which may not be suitable for everyone, but it is still very valuable for operation caizi! Let’s take a look at how the operation master teaches you how the Tmall store should be operated!

　　1. Page revision, store decoration

　　1. Home page revision

　　The overall page style is refreshing, mainly based on the current old products. The home page uses the new tea tree series as the main promotion, with the second order being the lavender and rose series, and finally other categories.

　　2. Details

　　The baby will re-create the details. First, it will be done in order with more sales records, and second, it will be done in order with more inventory in the future.

　　3. Baby connection

　　Promote new products

　　4. Related promotional advertising page

　　Confirm the main focus on sales and tea tree essential oil as the main focus

　　6. Overall layout

　　The overall layout changes with the weather and holiday promotion days. The production of the main picture poster is determined according to the different styles recommended by each issue. Specific plate production is to be determined

　　7. Promotional pictures

　　To improve overall requirements, the promotional chart for cosmetics categories requires product grades to be improved.

　　2. Increased store traffic

　　1. Baby title optimization

　　Reference criteria:

　　A. First select the main category word to determine the product belongs to, and then diverge from the main category word to the corresponding combination word. For example, tea tree essential oil, we can diverge into native Australian tea tree essential oil, and then increase the effects such as: whitening and moisturizing the skin.

　　B. Based on the above words, find combination words with relatively high traffic in the data cube.

　　C. According to the words generated by step A, search in the search box on Taobao, and imitate the popular combination of babies at the forefront of sales by sales.

　　D. According to the above steps, add the unique vocabulary of your own product

　　E. Add product model or capacity and other characteristics

　　F. After changing the word on the first day, adjust the vocabulary in time according to the flow changes in two to three days.

　　2. Optimization of store direct train

　　A. Select words and select hot words based on Taobao search box

　　B. Select words with relatively good traffic display in the data cube

　　C. Main category words and their extended long-tail words

　　D. After 3 days of display, no display, low quality score, poor cost performance

　　E. Remove the low cost-effective words based on the three-day test words. The reference dimensions are: display, click rate, and click count.

　　F. The direct train test requires the preparation of the test funds based on the number of babies tested, the production of the direct train diagram, and the default bid amount is set based on the market bid ratio, and the duration of the stress test.

　　G. After the test is completed, select high-quality vocabulary and make efficient investments, and adjust the vocabulary price in a timely manner according to the store traffic ratio.

　　H. The middle involves a detailed production of a baby, the strength of store promotions, whether the product is a popular product, or whether it is very competitive in all aspects.

　　I. The first display of the direct train is product pictures, location, price, product accuracy, sales

　　1 The outstanding selling points of the direct train picture

　　2. Can the location and pictures of other products highlight your own advantages, color, font, and matching

　　3. Can the vocabulary you bought be accurately placed into the adapted customer base?

　　4 Can sales attract people

　　3. Free event declaration

　　Free activities require a dedicated person to be responsible for the daily event declaration

　　1 First, scan the forum gang, collect activities that are not officially declared by Taobao, use the EXCEL form to record the declaration requirements, activity time, declaration time, price requirements, etc., and take photos of the weekly and monthly time periods.

　　2 Be familiar with the types of products that can be declared in the store, and notify the artist to make corresponding pictures and advertising pictures, etc., and determine the specific implementation requirements for declaration inventory, actual inventory, activity arrangements, and hanging slogans and LOGOs in the store.

　　3. The event will be launched to do a good job in guiding customer service, make sure that all preparations in the store have been arranged properly, and have sufficient early warnings for emergency incidents.

　　4 After the event is over, collect various data and review the specific effects of the event. The specific parameters include the total ratio of sales to promotion amount. The details are the total traffic, click-through rate, conversion rate, indirect conversion rate, input-output ratio, total sales transactions, etc.

　　5 Taobao activities include gangs, backyards, U stations, and third-party marketing applications. We do not give examples of the specific methods. The purpose is to constantly discover new platforms and do some promotions, and then increase the exposure of our own store. If you don’t understand, you must ask more questions. I will give you 2 weeks to find these activities and let you know the methods. If you don’t believe it, you won’t be able to find them.

　　4. Taoke promotion

　　First of all, we must understand what Taoke promotion is and the necessity of us being Taoke.

　　Taobao customers are paid to promote, but the promotion effect is charged based on transactions. Because Taobao has a credit evaluation system and sales quantity mechanism, Taobao customers' promotion has evolved into the products that Taobao customers choose to promote, first of all, they will choose stores with high sales quantity and high brand awareness as the preferred store.

　　When we do Taobao promotion, we will encounter that no matter how high your Taobao commission is set, even if you don’t even have Taobao promotion to generate transaction volume. What is the reason?

　　The reason is inherent:

　　1. The product is not attractive enough. The number of pieces sold is not enough. The number of pieces successfully promoted is not enough. The Taoke Tool cannot screen the store products.

　　2 The Taoke plan is unattractive, and the Taobao commission reward policy set is not attractive enough.

　　3. The number of Taobao customers is not enough

　　What do we need to do?

　　1 Sales volume increases

　　2. The number of promotions is not enough. We can even brush our own number of promotions, which involves a brushing order.

　　3. Looking for Taobao, there are several types of Taobao.

　　One is the general Taobao agent. The spam websites we can see everywhere on Taobao promote pages may exist. These Taobao agents are of low quality, but they are better because they have a wide coverage, but they are not easy to find. We need to go to the relevant Taobao agent forum to find the contact information of these Taobao agents, post recruitment posts, or go to the corresponding website to find the contact information of these website owners.

　　The second is high-level Taobao agents. Such Taobao agents are also difficult to find. They have many reliable promotion resources in their hands. It is difficult to find these Taobao agents. Posting recruitment posts is a way to allow them to pay attention to. They need to diversify their Taobao agent circles in multiple aspects to find some high-level Taobao agents. You have to have a reason to attract them so that they will promote business cooperation with us

　　The third type of Taobaoke, I call them institutional Taobaokes here: Mogujie, Meilishuo, 51 rebate, Aoyou browser, Storm Video, all well-known website software that can have advertising spaces. We can call them institutional Taobaokes. Such Taobaokes generally have high requirements for contacting, and there is a possibility of low thresholds. We need to understand various communication methods.

　　4 Develop a Taobao plan and manage Taobao well, and be able to provide corresponding advertising pictures according to Taobao's requirements.

　　5. Keep contacting and contacting

　　5. Stability of store VIP members and marketing of old customers

　　Why do we need to separate VIP members and marketing with old customers? My personal opinion is: VIP members are customers with certain purchasing ability, and old customers are old customers with purchasing records.

　　How to stabilize:

　　VIP membership: We searched through store membership management for customers who have reached a certain amount of consumption. We care about their feelings from family and friends through the perspectives of family and friends through regular greeting cards, small gifts, Wangwang greetings, text messages, birthday care, etc., but we will not disturb them often, and we will only contact and promote consumption at the appropriate time. The customer is God, and the customer is also family and our friends. There are many times when greetings without any promotional information can often achieve extraordinary results so that customers can remember us, which is enough.

　　Marketing for old customers: when you want to combine text messages, follow-up visits, gifts, coupons, holiday promotions, store promotions and online promotions, timely promotions.

　　6. Establishment and maintenance of store gangs

　　What is a gang? How do we do it to achieve the path of integrating our store marketing?

　　Gangs are actually BBS forums. We all know this. To attract people, a gang must have several characteristics.

　　Activity, discussion, brand culture, skin care knowledge, fashion news, jokes, and more can attract people.

　　Some people once said that their gang should be all about store promotions, but this is not the case.

　　Activeness We use lottery activities, solicit prizes, post orders, and buyers display product experience to let buyers participate. Skin care knowledge, skin care knowledge, fashion news, and jokes can be published from time to time.

　　The initial focus of the gang forum is not on marketing, but on gathering popularity. The aggregation of popularity requires people to come in the gang and find the reason for her to come next time. Each time she comes, there is a different discovery to attract her. As time goes by, buyers form a habit and come to our gang to find her fun. People have the curiosity to explore new things. We must make good use of this curiosity and meet similar requirements from all aspects of human nature.

　　7. Organizing in-store activities

　　Our store promotions can be divided into many types

　　1 Gift system 2 Free shipping coupons for full discount 3 Lottery cash 4 Post good reviews Collection Follow Share Gifts, etc.

　　Seasonal Events Holiday Events Featured Festival Events Online Marketing Events Stores successfully declared Juhuasuan single products or series of main promotional activities, etc.

　　8. Organization and processing of free trial activities

　　Free trials are actually garbage traffic. Some of this garbage traffic can actually become our potential customers and increase certain traffic and attention for us.

　　The store promulgates the game rules and draws, guides and restricts the conditions, follow Weibo, forwards Weibo, etc., and even recommends friends to come and buy them to a certain amount. If we become a fixed customer, we can also provide better discounts to encourage them to continue to promote us.

　　The operation master teaches you how to operate a Tmall store!

　　At the same time, the store guides gangs to achieve two-way publicity, and Weibo and other publicity channels work together.

　　9. Competitor analysis Competitor analysis

　　Based on the comparison of the in-store products with other products in the same store, the advantages and disadvantages, promotion methods and other dimensions, we will comprehensively find out what our store lacks, what we need to strengthen, and what we need to innovate and develop in the future.

　　10. Off-site activities

　　I'll pick some promotion methods here

　　Weibo Marketing: Sina Weibo, QQ Space, Tencent Weibo, Renren.com are the most familiar and popular ways to promote through relationship networks. If you use your own account to post messages, the communication effect will not be achieved. However, it is not ruled out that there are many fans. There are also many fans who publish promotional information through the platform. They cooperate with Weibo with high fans to purchase short-term or long-term Weibo positions. This method is increasingly recognized by everyone. The investment is not large, but the marketing scope is very wide. The disadvantage is that the traffic of this marketing method is too inaccurate, which can easily lead to large traffic but no sales, and the conversion rate drops sharply.

　　Community forums (cases, soft articles, etc.): Taobao forums, Taobao gangs, NetEase forums, QB, Baidu Tieba, Maopu, Tianya, etc., publish various advertising posts in these community forums (of course it is very easy to be deleted), soft posts, Q&A promotion. This channel promotion is easier for the group to accept, and the audience is relatively centralized and does not require too much money to invest. The disadvantage is that it requires continuous tracking of posts and must spend most of its energy. The marketing coverage is not wide enough and the limitations are relatively large.

　　Advertising (hard advertising): Major professional websites place advertising banners, Taobao Alliance Alibaba Mom, this promotion method is relatively simple, the effect is obvious and feasible, and the capital demand is large. Combined with your own corporate strength and traffic demand, you can cooperate with websites with corresponding traffic demand to place advertisements. The websites posted are relatively high, and their accuracy and professionalism will affect whether the audience is clear. Merchants who have played Taobao Alliance Alibaba Mom know that online store promotions and Taobao Alliance promotions do increase traffic and sales, and this kind of promotion is an indispensable entry-level entry-level for small and medium-sized enterprises.

　　Rebate discount: The rebate model is a popular third-party shopping guide website nowadays. You can get different cash rebates by purchasing goods through the rebate website, which has high requirements for the website traffic. The threshold for this cooperation model is low. Merchants will charge different franchise fees and sales commissions for joining. This marketing model is relatively single, and off-site traffic has a certain effect, broadening the coverage of products, and of course the degree of competition is relatively large. Popular rebate websites: rebate website, return website, you and me discount website, etc.

　　Experiential marketing: This is a relatively novel promotion method. After the user applies for trial products, he intends to sell (return funds through the website after normal sales). These groups called "test customers" will receive cash back after the trial report is displayed and evaluated by the product received, which is closer to the model of the rebate website. The advantage is that this active group is shopping experts. The degree of demand for products determines that they will work hard to share and promote products through their reputations in space, Weibo and other channels. Getting traffic on such websites is also a very good way to increase conversion rates. This model is relatively emerging, and many people do not understand the promotion of the model, so it is more important to choose a reliable partner. More famous trial websites: Taobao trial center, trial alliance network, trial network, etc.

　　11. Diamond Booth

　　The current advantages of diamond booths

　　(1) Real-time bidding. 2.0 allows real-time bidding. In other words, it is allowed to adjust bids, adjust materials, and adjust targeting (groups, visitors, and points of interest) at any time. It should be noted here that there are 20-24 o'clock (of course, bidding can also be done before 21 o'clock on Double 11 is a special situation, Taobao is in order to make money). Once the budget is set, it cannot be adjusted. (2) Real-time reports. Schedule time period reports and creative time period reports will be updated according to time periods. However, according to my experience of publishing many times, the report will be delayed by 0.5 hours. For example: Update the 11 o'clock report at 12:30 (11:00-12:00)

　　(2) The orientation is more accurate and the orientation of the points of interest is added. The content about targeting will be introduced in detail later

　　More convenient operation. Newly added planned copy function and new creative drawing batch upload function.

　　Issues that need to be paid attention to at present

　　1. The quality of the picture determines the click rate

　　Before delivery, you must go through tests, make a few pictures, select a location for testing, and use data to show and talk to click-through rate.

　　The ROI conversion is uncontrollable. The booth only brings traffic. The specific conversion depends on the overall operation of the store. The only thing that can be controlled is

　　CPC click cost

　　Directional accuracy

　　Including crowd-oriented interests and targeted gender areas, competitors' targeting, etc., we finally generate the targeted orders we need

　　Question: What can we do?

　　We need to improve the overall operation of the store, optimize the main products and pictures, prepare a suitable budget, and select advertising space that is more suitable for us, as well as targeting standards.

　　1. Juhuasuan’s problem

　　Juhuasuan was a magic tool for store sales a few years ago. Since Juhuasuan's sales were cancelled and Juhuasuan's clean government rectification, Taobao Juhuasuan is currently what ordinary merchants can do: optimize store and baby details and store activity orientation, increase publicity efforts through other channels, and work together to make rapid improvements in the store products in those days.

　　My personal suggestion is to operate a certain amount of water products in the store, and it is better to do it when you want to expand your performance.

　　What is considered is that the first audit is a machine review, not a manual audit, but a machine review depends on the comprehensive ability of the store to operate.

　　There is nothing to say about Juhuasuan. If you are well prepared, you can try it. Then, after-sales service, return and exchange response, you have already guided the relevant activities in the store.

　　12. Release of official information such as Weibo talk

　　It is recommended to do Sina Weibo. If you are interested, you can do it. After all, Tencent is also the largest user software user group in China.

　　As for why we need to do Weibo, many people know the necessity of Weibo, but not many people do it well. What is the reason?

　　Because Weibo users are very scattered, if there are single items to recommend, there are problems with Weibo's conversion rate, Weibo's payment function is lacking, and the interaction between Weibo and Taobao is a bit cumbersome (I personally think).

　　I believe that the specific methods to increase active fans on Weibo should be able to do well after slowly exploring them.

　　Grasp two points: whether there is any interest interaction, whether there is any interest interaction

　　One core: Brand value

　　People who meet for the first time often don’t care whether your company is rich or not or not.

　　They will think: Why should I read the Weibo post you posted without something that I am interested in? No one cares about who you are mine, I only care about what practical things I can get.

　　2. Store operation phase plan

　　We divide store operations into several stages:

　　What we can do at different stages and what we need to do, I will give examples one by one:

　　Student: Do internal skills, store decoration, baby details, direct trains, title keywords, copywriting, promotions and other basic constructions. If you don’t understand, you can ask Baidu, and you can basically answer some of them. The question is, what should we do if we are afraid that we will not do well after doing these things? Depend on the effect!

　　Driver: Okay, we are on the road now, and we have done our basic skills. Where is the effect? ​​We look at the parameters and learn to read the data in the report. We will know to adjust the baby recommendation position, bid for the direct train word, modify the baby keyword, change the direct train picture, and declaration of some activities. At this stage, we need to learn more about analyzing the specific meaning of each data in the store, such as how we adjust the image click rate and how we expand sales on the TOP list of products.

　　Speed ​​Party: Do you think the things you used to be Taobao? We must take the initiative to choose the products to make the quantity. Through 1-2 months of preliminary preparation, we select 10-20 products to test the market reaction. The specific practices are not detailed here. Those who understand will naturally understand, and those who don’t understand will never understand. Those who have gone through the first and second steps will have a desire for knowledge. In other words, I want to make money, and I will naturally go to this point. Come and go, are driven by profit. Please be careful about your consideration of every step.

　　F1 Racer: If this is the time, please tell me and write a check for me and you can fill in the amount.

　　What the store currently lacks is:

　　1. Traffic

　　How to find traffic? The current stage is suitable for traffic acquisition methods, direct trains, and some small third-party activities. Then cooperate with order brushing to create a small hit product, and then create a strong event through activities of Juhuasuan and Diamond Booth. Combining the corresponding advertising promotions from other channels to create an overall store atmosphere, this is a healthy store.

　　2. Vision

　　What cosmetics need to do is to win visual advantages, and then the advantages of brand bombing. Of course, it can also be slowly accumulated to a certain extent before conducting full advertising promotion. Vision needs to be improved.

　　3. Product Positioning

　　Determine which groups of people are for product positioning, and determine the price of your own product through competitive product analysis, customer analysis, and market research.

　　We cannot position the price of a product based on our ex-factory price + operational cost + promotion cost.

　　We must set the price of a product based on our brand positioning. If we cannot do this, we will always sell goods, not brands.

　　4. Promotion is not obvious

　　Re-establish reasonable product price promotions, reasonable, profitable, and reasonable.

　　5. Discover other areas that need to be adjusted slowly.