The latest changes in Taobao search mechanism in 2018 and merchant response directions_E-commerce operations

　　Yesterday, many people took the opportunity to create momentum in the men's clothing group extermination incident, most of which were fake, such as "what category is checked today" and other rumors. The essential reason for this incident is taxation issues. I believe everyone knows the tax incident in Hebei some time ago. The legislation on order brushing is to collect taxes, but when taxing, "whether the amount of order brushing is calculated as cost or turnover" is a well-known question. If it is cost, there is no need to pay taxes. If it is turnover, taxes need to be paid, but how to determine this boundary will be very vague. Moreover, if the amount of order brushing is calculated as cost on the merchant and the turnover on Alibaba, then Alibaba will have to pay taxes innocently. So in response to the national call, Alibaba's approach is to let merchants pay more to promote Alibaba to generate income, so that Alibaba can pay more taxes, merchants can reduce order brushing, and paid promotion promote real transactions, so that merchants also have to pay more taxes. This is why yesterday's incident was the inspiration for us that this year's payment feedback will be accelerated and the weight will be increased, and the order brushing model will definitely be subverted. In addition, everyone will pay attention to "Taobao Special Sales". This front is also related to the general trend, not to fight against Pinduoduo, Pinduoduo is just a pawn.

　　The latest changes in Taobao search mechanism in 2018 and merchant response directions:

　　1. The increase in the output value threshold range has raised the threshold for pitfalls. For example, the traffic of men's clothing starts from the initial 50,000 to 1 million.

　　2. The weight of the promotion of the new product period direct train has increased. In the past, the weighting effect of the express train was the same in both the early and late stages. The current ratio can be understood as the weight of the express train in the new product period (first 28 days): the weight of the express train in the late stage (after 28 days) = 2: 1. New products with low store popularity are not promoted and are almost not exposed.

　　3. The keyword click-through rate weight is improved, which is consistent with the direction I predicted last year, and the visual effects of pictures need to be paid more attention to.

　　4. The search weight assessment cycle has changed. In the past, it was 2 days, but now it is the same mechanism as on Double 11, and has been changed to an hourly system. So from the end of September 2017, a group of merchants had obvious results in brushing real-time data.

　　5. The store level weight has been improved. This is important to note that 99% of merchants have misunderstandings here. Everyone must remember: the store level is the result, not the cause. Judging from the results, the first level takes half a year to reach the height, and the seventh level can be one week. From the reason, the store level cannot trigger cycles and strength at all. What can really trigger cycles and strength is store popularity. Store popularity is mainly the store sales and order volume of the entire store. If there is always a good sales volume every day, the store popularity will be relatively high, and the search cycle and strength will be triggered very quickly. With better sales and sales, the store level will naturally rise faster, so many people mistakenly believe that it is because the level affects search, and then many people take detours and directly criticize the light level for those who are ineffective and severe. This is putting the cart before the horse.

　　6. The weight of the browsing track increases, the weight of the crowd increases, and accurate labels are very important, especially in the new product period. Therefore, when doing basic sales this year, don’t look for resources randomly, otherwise this product will be ruined.