How to do Taobao operation?

　　Half of 2018 is about to pass, and in the past six months, many Taobao sellers have not lived well! I have to worry about Taobao operations every day, how can I increase the sales of the store? In fact, the operating environment of Taobao and Tmall will change some changes every year, because the market is changing, consumer demand is changing, and the competitive environment is also changing, so the rules will naturally change. We can take a simple small example, which may not be appropriate, but illustrate the inevitability of this change.

　　Everyone knows the rules for removing the shelves. In order to give every baby the opportunity to show it to consumers, the closer it is to the time for removing the shelves, the more likely it is to be higher. In the early days, this was a very important rule. But soon, some people discovered the loophole in this rule: If I keep replacing new products, then can I guarantee that I have babies in front of every time period?

　　Theoretically, this is indeed the case, so a supplementary rule about the time of removal came out soon: repeated distribution is prohibited, and the next step is to prohibit repeated opening of stores. Then the removal time rules have stabilized for a while, but we see that with the trend of personalized search and the development of wireless terminals, the weight of removal time is constantly decreasing, and many times we can even ignore it. At this time, what is more important is store labels and product labels.

　　So in 2018, what trends are worth our attention to?

　　1. It is important to play with old customers

　　The cost of acquiring new customers will definitely be higher and higher, this is the case with the platform itself, the same is true for Taobao stores, offline, and online. So, at this time, find a way to discover your old customers. Here we talk about a concept: customer lifetime value.

　　What is the lifetime value of old customers? It is easy to understand that in a foreseeable time, an old customer can continue to bring you value from the time dimension, influence dimension, frequency dimension, etc., which is actually a good issue for old customer marketing.

　　On the original basis, we will more fully explore the value of every Taobao buyer: in the past, we only bought something that costs 10 yuan, and we can buy something that costs 20 yuan; in the past, we only bought it once, and we can buy it a few more times; in the past, we only bought it ourselves, and we can let the consumer influence the people around us to buy it; in the past, we only bought it, and we can buy product B at the same time.

　　Therefore, you will find that the result of this forced effect is: for Taobao sellers, you must use old customer marketing to explore the lifelong value of old customers in all aspects and in multiple dimensions.

　　(1) Continue to purchase multiple times

　　Especially for some products that can be consumed repeatedly and can be purchased multiple times, you should try to make it spend all the time with you through old customer marketing.

　　Let me give you a simple example, for example, you sell maternal and child products. So, from the beginning of a pregnant woman's pregnancy, she needs to buy radiation-proof clothing, folic acid, etc., and then when she has a child, she needs diapers, milk powder, etc. When the child gets older, she needs food trainers, books, toys, etc.... I have been in elementary school (or kindergarten) with this child, and this consumption is extremely huge. You can imagine that if your service is good enough, the marketing activities of old customers are excellent enough, and the product is cost-effective enough, the old customer will spend with you for four or five years, or even five or six years. How great do you think this effect will be? If you have a group of old customers like this, are you worried about direct trains, drilling exhibitions, and free natural search optimization?

　　Is this baby with sales of 10 listed on the homepage? So the ranking of babies is not based on sales accumulation, but depends on user needs. Once the internal skills are done well, the search engine will naturally give you the ranking of your homepage

　　What is the demand dimension? For a specific consumption scenario (or a specific group of people), consumers need more than just the same products, but many kinds of products. In this case, if you can do a good job in marketing + related sales of old customers, it will be of great help to improve performance. Let's assume 1 scenario example.

　　Have a baby. If a consumer searches for "baby supplies", it proves that she is going to have a baby. This is a consumption scenario, so just think about it, what else does she need besides this kind of invitation? Baby milk powder, baby clothes, baby shoes, baby toys, baby pacifiers, etc. So, can you have a store that specializes in selling all kinds of small things that you will use when giving birth to a baby? This is called affiliate marketing.

　　Do you all think that how can old customers buy this kind of thing for giving birth? For example, a friend of mine specializes in this kind of thing. He made a brochure "Baby Supplies Planning Guide", and then he thought very thoughtfully. In a wedding, from front to back, what kind of things are needed on different occasions, and how much they are needed, and it is very clear. Then, under each item is the purchase QR code link of his store. No matter what the consumer buys from her, he will put this booklet in it.

　　Then think about it, it’s the first time you are a mom and dad. You are worried about how to prepare. Suddenly, such a booklet came, which is like a treasure. When giving birth to a baby, everyone is willing to spend money. They will try to buy whatever they can. How many times can they have in their lifetime? So, do you know? The value generated by a single consumer of this store is at least five times that of the store in the same industry.

　　2. Use the influence of old customers to influence others

　　What is the influence dimension? Everyone will have more or less impact on the consumption behavior of some people around them, which is called related groups in marketing. For many products that can only be consumed at one time (or can only be consumed once for a long time), this influence dimension can be used to fully tap the value of old customers. There is someone I admire very much, that is, Chen Lingfu. Those who don’t know this person can search.

　　Let me give you another small example:

　　There is a shop that makes particularly romantic bamboo furniture. The chances of buying this kind of thing repeatedly or multiple times are very small. But he organized a club, and in fact, the people in the club are old customers who have bought things in his store. Then there is a public account where it often publishes some particularly romantic articles targeting this group of people, and of course there are also advertisements. Then because the products in the store are indeed very unique in style and have good cost performance, some customers are often recommended by old customers. There are cases in Taobao.

　　2. Let consumers stay in your store as much as possible

　　The era of mobile Internet is an era of snatching users, because the mobile phone screen is so big, and consumers' time and attention are given to you, so there is no way to give it to others. So: keep visitors in your store for as long as possible (actually, stay on the platform), that is, increasing customer stickiness will be a very important keyword for Taobao operation starting from the second half of 2018.

　　Visitor stickiness is mainly reflected in two points: page residence time and visit depth. The page pause time actually reflects the attractiveness of your store (product), especially for the first week of new products, which is a very critical indicator. So how to optimize the key factor of "page stay time"? In fact, the accuracy of traffic is definitely the first priority. No matter where the traffic comes in, the stronger the correlation, the better. It is very simple: anyone is willing to pay more attention to what they are really interested in. In addition, including the design of the details page to attract consumers, etc., these details have been mentioned a lot. If you still don’t understand, you can learn from me in two articles.

　　How to become an operation expert from 0 basics!

　　How can small sellers use marketing methods to achieve popular products!

　　Taobao University, who still doesn't understand, also has a lot of basic video teaching

　　Taobao University - Alibaba's online marketing training institution, authoritative and professional e-commerce knowledge base

　　(1) The importance of text

　　When many people make detailed pages, they pile up some simple pictures: front, side, details, different colors, etc., such as costumes. In this way, consumers will slide very quickly on the mobile phone. However, if you have more or less copywriting on each picture that does not affect the beauty, the result will be different. The reason is very simple: the time spent on consumers to read text must be extra time to read pictures.

　　(2) Use some small activities

　　For example, our team often uses two tips in the clothing category: welcome to find faults and find differences. Welcome to find faults: we will set it up at the beginning, and we will deliberately write some typos in the copywriting of the details page. Then the beginning of the details page: As long as you find a typo in the details page, you can save how much money, get a coupon, give a small gift, etc.

　　Find the difference: Take a model picture, and then ask the artist to write out a few differences. What discounts will be there for one place, and what discounts will be there for two places. Generally, it is set up to 5 places. After finding it, let the consumer contact customer service and you can get the discount. Doing this will not only increase the page residence time, but also improve the conversion rate, and even communicate with customer service and improve the praises in the future.

　　To improve browsing depth is actually to reduce the browsing rate + related sales, and to link it to the home page, activity page, and other product pages. You need to strengthen the browsing depth through the clever design of related sales. These behaviors that increase visitors’ stickiness will give you more weights to your organic search in the second half of 2018.

　　3. Personalized search

　　When we talked about personalized recommendation traffic before, everyone thought of thousands of people, and the core of this thousand people is the thousands of faces of natural search. For example, if you are a low-income group, the one that appears in front of you will cost dozens of dollars when you search for "shirt man", and if you are a tall, rich and handsome man, the one that appears in front of you may cost hundreds of dollars when you search for the same keywords.

　　But starting from the second half of 2018, you may find that this personalized recommended traffic will be spread out in all aspects, including search traffic, direct traffic, drilling traffic, and even the live broadcast content you prefer.

　　2018 is a trend that pursues trends and fashion. Everyone knows that a game should be called PUBG. Smart little sellers are using this trend to run a store. If you can't keep up with the times, you will be OUF.