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You need to know these 6 major traps of store operation in 2018!

2018-04-11

  Almost every year, Taobao and Tmall will make some adjustments to the rules as the market environment changes, and correspondingly, the store's operating skills will also change accordingly. Before we knew it, April was already in 2018. Two more months of accumulation of strength, and the peak season for the second half of the year is coming again.

  This article does not talk about successful experiences, but we will talk more about how to avoid falling into some traps in store operations in 2018 under the new environment.

  1. Don’t think about low prices and traffic

  This year, a big change in Taobao on the wireless side is the launch of the "Taobao Special Price" APP. As for why, there are many different opinions, and they are not within the scope we are talking about here. What we want to say is that because of the launch, a group of keen people with "low-price thinking" have been ready to move again.

  We all know that in the past few years, Taobao made a lot of efforts to "consumption upgrade". One of the obvious changes is that the early "low price and high sales" baby rankings are no longer high. Therefore, many people hope to get good rankings through low-priced products, but their operational thinking of obtaining traffic is not good.

  So, has the launch of Taobao special offer made this operational idea come back to life? I dare not say for sure, but it must be a high probability that the incident will not be "not" so why do I say so? "Consumption upgrade" is a trend, and Taobao cannot and does not allow things against the trend to happen.

  Even this may have a worse impact on you: if you attract traffic at a low price and your store itself is a high-end product, it is very likely that the traffic of the "low-income group" will disrupt your original label, and the traffic of the originally accurate and personalized search traffic may also be affected badly.

Label

  For example, in the picture above, if your skirts are all around 80 yuan, your low-price style cannot be less than 46 yuan. If it is 39 yuan, it is very likely that your label will be disrupted because it is not within the same price range.

  2. Applicability must be considered first when applying any method

  We all want to make real things, but what exactly is dry things? Although I have been sharing it, this question is indeed worth pondering for each of us. When I write something, I often say: I just provide you with an idea, hoping it will inspire you. Because I know the root of one thing:

  Taobao’s operating methods are completely different with different categories, different store foundations, different data performance, and even different time points. Others can use it, but you may not be able to do it, and you may even backfire. I have previously done a mind map about the Taobao seller store self-diagnosis model. It can allow you to find the core issues of your store, which is very important. After reading it, you can also do self-diagnosis of the store. There will be unexpected gains. If you need it, you can add the WeChat account: xuanweizi88. After joining, please request it for free. As long as you add it, you will definitely give it. For example, when choosing words, the method of choosing words by big sellers is completely different from that of small sellers.

  For example, last year, many platforms were passing on a technique: use Taobao customer’s high commission to create hot products, such as selling more than 100,000 pieces a day, etc. It makes all Taobao sellers excited, but how many people can actually succeed? The conditions required for this method are: you have a lot of Taoke resources, you can afford to lose so much money, mass consumer goods, your products do have competitive advantages, and are indeed accepted by the market. If any of these conditions are missing, this method has no possibility of success.

  Therefore, other people’s methods can be learned and referenced, but you must use them while fully considering the actual situation of your store.

  3. The money you should spend must be spent

  On Taobao, the cost of starting a business is indeed low. For example, you can even start a business completely at zero cost. Opening a store requires no money, and you use other people's pictures and upload them, and it will be OK. As for the margin, it can be refunded. However, the fact now is that on Taobao, not all money can be saved. Let’s take the express fee as an example:

  You must note that when consumers buy things on Taobao, they buy the entire process, not just the products, but also include: the product itself, your service attitude, logistics, packaging, etc. There is something you can't control, but it will be often given a very low DSR score or even a bad review because of this. Isn't it very sad?

  There are many logistics companies nowadays. My suggestion is to try to choose large companies with good service and wide site range. Some small logistics companies can indeed be one or two cheaper, but you have to pay attention to the negative impact caused by this. In 2014, we changed to a express delivery company. It was really cheap at that time (I won’t say which one is, it’s all about tears if I say too much). It was 1-2 yuan cheaper per express delivery order than our previous ones. We could send 400 to 500 tickets a day, so the cost of 20,000 or 30,000 yuan in a month will decrease!

  But the first month ended and the nightmare came. The attitude of express delivery is bad, lost, broken, slow, various complaints, various bad reviews, the overall quality score of the store has dropped, and the weight of natural search has dropped. After one month, our daily orders have dropped to one or two hundred orders a day. It took us nearly half a year to recover.

  4. The important role of the express train

  Many people are saying that the express train will be weighted this year, but let’s put this aside first and say something first. If you are driving without a license, the consequences will be very serious.

  The express train is a good drainage tool and a very good tool to assist in natural search. However, if your direct train is not good, it is recommended to study first, because this is not just a matter of losing money. Many Taobao sellers are confused about whether driving can increase the traffic of organic searches, because some Taobao sellers will increase their traffic after driving, but some Taobao sellers no matter how they drive, the free natural search traffic will still be like that, and may even decline.

  The key point here is: how good your driving skills are, that is, the data performance of the store’s baby after you drive. If your driving effect is very good, and your click-through rate, conversion rate, average customer price, etc. are all excellent, then Taobao's search engine will think that your product meets market demand and will give you more free traffic. But on the contrary, the data you drive through the express train is very poor, and your search traffic will really drop.

  5. The violation red line will be stricter this year

  Taobao is a society ruled by law. In order for the entire platform to operate normally and orderly, there will definitely be many rules. For these rules, you should not always try to challenge and touch the bottom line. Because you are the one who suffers in the end. Whether intentional or unintentional, in the past, perhaps the violation of single products could only affect single products. However, dear friends, have these situations increased in the past one or two years:

  If you are complained, punished, or deducted points for violations. You will find that the traffic of the entire store (the most unfortunate thing is the traffic of popular products) is also very likely to continue to decline.

  6. Taobao is definitely not the era of waiting for business to come to your door.

  What is a businessman? You can just wait for the business to come there, including many Taobao businesses nowadays (such as some traditional companies), which still have this way of thinking, especially under the "wrong understanding" of the new product traffic support policy, you believe that as long as the Taobao store is opened, there will be business to come. If there is no traffic or business, it must be Jack Ma's father's problem. Jack Ma's father no longer loves small and medium-sized sellers and is preparing to abandon small and medium-sized sellers...

  In the early days of Taobao, we did not deny that as long as you open the Taobao store, traffic will come to your door. But now, this thinking model should have been abandoned for a long time, and now it should be fully transferred to "trade business". You need to know how to find traffic and business. Why has Taobao vigorously promoted content marketing in the past one or two years? I hope you can support yourself and I hope you can handle some traffic problems by yourself.

  Do you need natural search traffic? Is the traffic flow required for the direct train? Do activity traffic need it? Of course, these must not be given up. However, with the development of wireless terminals, you can clearly find that the traffic entrance is fragmented, and there will be more and more traffic channels you can find by yourself. If you are still obsessed with waiting for Taobao to allocate traffic to you, then you are really behind.


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