The era of conversion rate becoming king and low prices becoming king is about to pass, so how should our products survive on Taobao? What everyone has been talking about in the old saying - how can standard products quickly become natural searches? ? ?
Actually, what I want to tell you is that you don’t have to worry about technology, the key is the operational thinking!
Generally speaking, these common problems we encounter when operating standard products:
My direct train costs a lot of money every day, so why can’t I get up in a natural search?
In fact, many people who encounter this kind of problem do not understand the essence of search. When you search for a word on Taobao, the search traffic entrance on Taobao mobile phone can be roughly divided into these two: one is comprehensive sorting, and the other is sales sorting.
Warm reminder: do comprehensive sorting of non-standard products, and do sales sorting of standard products!
Maybe you will ask: In the comprehensive sort, we sort it by price and credit sort?
In fact, these entrances are basically negligible. I don’t recommend that you spend your energy on these. You just need to focus on two points: comprehensive sorting and sales sorting.
So what is the comprehensive sorting?
To be popularized, the comprehensive sorting is suitable for non-standard product categories. It is personalized, and it will consider the time to put on and off the shelves, and it will consider the popularity of the baby, window recommendations, DSR, etc. There are many factors and it is very complicated. However, if the operation is in place, you can make a big fortune with a small amount. Your baby with hundreds of sales can be higher than the baby with thousands of sales.
So what is the sales ranking?
This is easy to understand. It is the number of consignees. Note that it is the number of consignees, not the number of items sold by the baby. It is generally suitable for standard products. There is a characteristic of the traffic as much as possible under sales order, which is that the conversion rate is particularly high. If most of your traffic comes in from sales order, your conversion rate will be much higher than your peers.
The real stuff is here ~
How to operate non-standard products?
3 points can be summarized:
1. New product sales
2. Click rate of main image
3. Direct train delivery volume
Look at the example
This model was launched on April 9th, which means it was just launched today. 210 pieces were sold. The 210 pieces here are the sales volume of the new product period. You may know that this is an internet celebrity store at a glance. I believe many people already know which stores are suitable for non-standard products! They have absolute advantages in new products. The reason why they are easy to sell is not only because they have many fans, but the rules of the game on Taobao are also tilting towards them.
So we need a lot of sales of new products, how should we do it? Everyone can learn the method of a professional (Mengmeng). It is very simple. Smash the express train. The traffic volume of a single product is at least 10,000 yuan per day. Use the express train to exchange for the natural search in the later stage. The search for a single product can reach 20,000 to 30,000 yuan per day, or even more. This is the easiest and most rude way.
The situation for most people is that a model, the direct train in a day only gives two or three hundred natural traffic. The new product period has passed long ago and is still asking why natural search has been stable there and has not increased? It will definitely not rise, if it can rise, there will be ghosts!
In fact, many stores are also very good among non-Internet celebrity stores. I said earlier that women's clothing mainly depends on the sales volume during the new product period. If the express train is not promoted, it will be impossible to compete with Zhang Dayi and the others. The new products of the Internet celebrity store have absolute advantages. Non-Internet celebrity stores can only make up for it through a large amount of direct train traffic.
For most small and medium-sized sellers, if you give less than 10,000 yuan of traffic through the express train, you will stop the other models and only recommend one, and give the well-known traffic you can give concentrated on this model. For women's clothing category, if you can't even reach 500 sales during the new product period, it will be difficult to search.
Regarding the delivery volume of express trains, some people may ask why a certain express train needs to be invested after the new product period is over. I just want to say "the launch of a direct train can weight the search." Don't be surprised, this is common sense.
Next, let's talk about the standard products
Standard products are roughly divided into three points
1. Number of consignees
2. Click rate of the main image
3. Customer order price
Now Taobao’s personalization is getting more and more serious. Is it really just the reason for the click rate of the main image? I think it is not, because Taobao is now increasingly promoting high-priced product per unit price, and these products will have more opportunities to showcase them.
I believe everyone should understand that we recommend that we make medium- and high-priced products, not only because they have high profits, but that Taobao will give them more traffic opportunities. The era when people had always thought that conversion rates were king and low prices were king has passed.
Finally, let’s share the conversion problem. The production of the express train seems to be an eternal topic. However, when I meet people who come to ask questions, as long as they are standard products, they are generally poor in production. In fact, it is normal, because standard products are very dependent on sales. Before and after sales, conversions will fluctuate greatly, and non-standard products will not be affected. Of course, there is another very critical factor - vision, store style and product layout
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