How to operate Tmall in 2018? Is Tmall easy to operate? Many people think that Tmall store operation is difficult, but in fact, Tmall operation is not as difficult as everyone thinks. As long as we master the rules of Tmall and are familiar with the basics of Tmall operation, we can build a Tmall store well!
Playing e-commerce operations requires several advantages - fan advantages, supply advantages, investment advantages, promotion advantages, and circle advantages.
Only with more than three advantages can you have a chance to succeed. The more advantages you can get, the greater the chance of success.
During the operation process, it is very necessary to sort out the store's operation ideas.
Since 2018, many sellers have communicated with each other and asked what are the key factors that affect the weight of babies and stores this year? I would like to share my views here. There are many aspects here that have been written before. I will sort it out again for you. I hope it will be helpful to your main operations!
1. Make good progress in the basic weights of baby release (category, attributes, title keywords, time to place and remove, pricing)
When the baby is released, you should plan some basic weights, including:
1. What factors are related to natural search weight?
This question is worth learning. Here I will briefly list what are the general aspects of natural search weight: (The ranking is not distinguished from before and after)
1. Thousands of people (views, clicks, bookmarks, purchases, and purchases)
2. Product sales (confirm receipt)
3. Time to place and remove (the impact of Taobao mobile phone is small)
4. Product price meets customer needs
5. No violations will be deducted
6. There are official markings (gold medal seller, ifashion, Jiyoujia, etc.)
7. Tmall merchants
8. The store has high reputation (the impact is very small)
9. Store DSR and product praise rate (major impact)
10. Product return rate and quality refund rate
11. Is Wangwang online? Wangwang response data
12. Product conversion rate (important)
13. Store weight (momentum sales rate, unit price, conversion rate, repurchase rate, etc.)
14. Conversion rate under search keywords
15. Click rate of the main image
16. The degree of complete consistency between title and attributes
17. The completeness of the main picture
18. Main image video (it is only useful if the conversion rate increases after the main image video)
When you know the factors that affect natural search, you must choose what you can do from this and strive to increase the traffic of natural search. So how does natural traffic increase to the baby?
2. What specific operations can increase the natural traffic to the baby?
Look at the following picture:
1. Normal product basic display includes: no violations, title attributes cover search keywords, main business categories, and Wangwang Online. Doing these things well can basically ensure that you can be included when the buyer searches (but it may not be displayed in the front)
2. The product price, style, certain attributes and functional needs are combined with the needs of this search visitors and will show a step further;
3. If your product has a high conversion rate, high sales, good review rate, good DSR, high marking of the store, low dispute refund rate, good old customers' repurchase, etc., these points represent high weight and the product display will be more advanced;
4. If your product has been collected, purchased, purchased, and received coupons by this searcher before, the display will be more advanced;
5. If your product has been recently clicked to browse by searchers (such as the first few minutes) (through direct trains, drilling exhibitions, Taobao homepages, etc.), then the display is in the more and more front;
6. The first place in wireless search for this keyword is the direct train position.
7. By the way: the time to place and remove the shelves is relatively small in the Taobao app. Only when the main image is clicked and searched can it be converted into a visitor in the store, so it is also very important to optimize the click rate of the main image!
There are many channels to obtain traffic now. Some friends do a good job in searching, some are able to play directly, and some have gained a large number of fans through live broadcasts and content marketing. . . No matter which way to obtain traffic, you have your own skills and characteristics. Come on, friends! ~
2. Store sales rate weight
Theoretically, the weight of the sales will be calculated if more than 10 babies are posted on Taobao, which means that although you can sell less than 10 babies, you suffer from weight compared to your competitors. The sales rate is easy to understand. Babies have transactions, but in contrast, they are unsalable. It is recommended that babies with no sales within 30 days and do not meet market demand, and they should be decisively deleted. If it is a problem with your own operation skills, you can re-optimize it. When a new baby does it, it is also OK to delete the new link. There is another advantage in this, that is, if there is a new product target category, you can also re-acquire the new product target and get early support. The optimization content can be comprehensive, including: title optimization, price adjustment, main picture, details, etc.
The sales of all babies must be larger, the better! Otherwise, it will affect the overall weight of your store. The reason is very simple, which means that your baby cannot generate value well, and you are not more attentive to the store management than other competitors. Why give you more attention?
3. DSR dynamic rating
It should be said that Taobao pays more and more attention to the weight ratio of the store's comprehensive strength, and DSR is an indicator to measure the comprehensive strength of your store's products themselves, services, and logistics. Sellers should be familiar with this, so be sure to maintain your DSR score and not let it continue to decline during the cycle, or even go green!
How to maintain and improve DSR score:
1. Product-based, reasonable pricing, strict quality of the product itself, reasonable pricing, and no overpriced
2. Carefully fill in the baby attribute specifications, and truly express the size specifications of the product, etc. You should know that the buyer may be more serious about this.
3. It is important to not exaggerate the click rate, but sellers should not exaggerate the product facts just for clicks, which will cause a gap after the buyer to purchase.
4. Don’t over-promise the product details copywriting. If there is, there is, there is no, it is not. Write what you can do, and deceive the purchase if you can’t do it. You know the result.
5. Wangwang’s feedback must be timely and consistent before and after purchase. Being polite is the first factor, whether it is transaction or after-sales service to solve the problem! There are all kinds of buyers, and customer service needs to maintain good psychological quality! I won’t say much about customer service skills. I have shared with sellers the seven official modules with more comprehensive customer service skills. If the seller needs it, you can also ask me for it.
6. After-sales service card, thank you letter, and coupon exquisite design. You must work hard to invest in the changes. Don’t always think about buying things and just say a few good words. This is a good time to enhance your image and service attitude and affect customers’ good impression of you. You can also get some good copywriting here!
7. The gift marketing has also mentioned before, it does not mean that it is too much, and the price is no longer expensive, but it must be practical and good quality. Never give it to very inferior products. If the gift is good or bad, buyers think that you are good. You should know that the steamed buns you give are not bad. It’s better not to give me personal advice for inferior products!
8. Product packaging can be of good quality and creative quality. We cannot control the logistics company, but we can try our best to ensure the integrity and exquisiteness of the packaging delivered to customers. The so-called buyer shopping experience means that every point may give you extra points.
9. In terms of logistics, choose express delivery with good service and fast logistics speed. We should also have a good relationship with the express delivery company. Relationships can work everywhere!
4. Store service status within 30 days
1. The after-sales rate in the past 30 days refers to the ratio of the number of transactions sold by sellers (including after-sales establishment) in the past 30 days to the number of transactions sold by Alipay in the past 30 days.
2. Refunds that were subject to the dispute in the past 30 days and were judged as the seller's responsibility
3. Number of penalties in the past 30 days total number of penalties in the past 30 days
These include: being punished for selling counterfeit goods, being punished for false transactions, being punished for breach of promises, being punished for inconsistent descriptions, and being punished for malicious harassment. Sellers should attach great importance to these indicators. While not violating the rules, they should minimize controllable after-sales disputes.
5. Positive review index
I won’t say much about this indicator. In fact, it is all aspects that make buyers feel that you have put in the effort and done it well. There is no best, only better!
6. Related indicators for old customers
Merchants who are familiar with "gold medal sellers" should be familiar with them. The benefits of joining gold medal sellers are: 1. Rewards for windows; 2. Logo display; 3. Event priority, etc.; many smart sellers here should have discovered that many of the top keywords are gold medal sellers except Tmall merchants. It is recommended that you work hard towards this goal.
Here is a "buyer's favorite" that refers to the assessment of the number of buyers visiting in the cycle, the return rate of old buyers, the repeated purchase rate, the buyer's recommendation rate, etc. Therefore, sellers should pay attention to the maintenance and marketing of old customers and share these two aspects, because the weight of old customers in this regard is very high.
7. Collection and purchase and user stay time
You should know that these three indicators directly reflect the popularity of your baby and the store, especially the number of cycles in this aspect of the new product period has a high weight to add points to your later support efforts. Therefore, you must put a lot of effort into optimizing product selection itself and decoration activities marketing pictures.
8. Unit flow output
Unit flow output is equal to the unit price multiplied by the number of paid items and divided by the number of visitors, which is the average sales that each visitor can bring. This is a very important indicator. It is not difficult to imagine that in the environment where traffic growth of the entire platform slows down and tends to stabilize, the platform naturally hopes that each traffic will maximize utilization, and the higher the sales that a single traffic can produce, the better.
The quality of this indicator comes from three factors: visitor accuracy, conversion rate, and unit price, among which visitor accuracy determines the conversion rate. Generally speaking, the search traffic and the traffic of the express train are more accurate than the activity traffic and drilling traffic. As for Taobao’s passenger flow, the accuracy is difficult to control.
The keywords selected by Taobao operation must be used to generate data to obtain traffic
The subject must be positioned accurately. If the subject is not positioned accurately, it is not very high to determine that the traffic flow of other words is not very high. The first principle that the main word follows is to be accurate. For example, if you sell a boy's baby suit, then the scope of using children's clothing as the main keyword is very large, and the traffic obtained is not very accurate. You can use children's clothing for boys. Of course, this is just a preliminary setting. The specific one should be based on the data and determined based on the bid of the express train word.
For the long-tail word you choose, in order to promote sales in the early stage, some means had to be used to increase sales. The words you choose cannot be a word you created by yourself, and you cannot find words that are not very popular. Generally, the frequency must be controlled, not too frequent, and it is too fake.
Then when choosing words through the express train, you also need to choose the main word with many benefits and high quality points. When the subject is expanding, if the medium-term traffic encounters a bottleneck, you should consider changing the subject. The subject word should also be divided into mobile terminals and mobile terminals. If the data on the mobile terminal is good, you can not modify it for the time being.
Generally speaking, Taobao operations need to repeatedly test when selecting keywords. Whether it is a subject or a long-tail word, it needs to be measured repeatedly. After all, what kind of word you choose and what kind of title you form are still very related to transactions and searches.
9. Monthly output of single pit
This indicator of single pit output mainly depends on two factors: price and sales. There are only a few pits on Taobao’s homepage. Everyone wants to go to the homepage, so they need to formulate a measure of ability. Only those who meet the standards can be put into the best position. Of course, the best position is left to the treasures with the largest output. The judgment of this output is: sales.
Sales depend on two factors: price and sales. So, now you will find that low prices do not necessarily rank high, and high sales do not necessarily rank high. The higher the store level, the more opportunities there are.
10. Weighting factors in content operation
Content operations in Weitao, experts, live broadcasts and other forms have always been emphasized and will definitely be a very important weight trend. The so-called "those who win fans will win the world" depends on the time, energy and financial strength of the merchants.
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