【Taobao Operation】How to quickly analyze the store operation of competitors

　　As more and more people open stores on Taobao, the competition is getting bigger and bigger. No matter what, as long as the store is opened, there will be competition. So how can we treat competition correctly and stand out in the competition? How to lock in your competitors, quickly analyze your competitors, and then formulate relevant battle strategies after analysis is particularly important in the process of operating a store.

　　What you fear most when doing Taobao is to regard anyone as your competitor, especially Taobao sellers who are engaged in price wars.

　　You will be sad to find that on Taobao, there is no cheapest, only cheaper. It's so cheap that you doubt your life.

　　Therefore, you must first understand yourself before finding your competitors. If you don’t even know your store and product positioning, then you will lose at the starting line before you even start a war.

　　The product positioning of a store is very important, which will not only affect the average customer price of the store, the consumer population of the store, the decoration style of the store, but also affect the later marketing strategy, etc., so it is the foundation of the store.

　　When a buyer sees a product, the most intuitive information is the positioning of the product, such as women's clothing, whether I want to sell dresses or jeans, whether I want to buy a high or a low average customer price, whether I want a British style, retro style or a lady style, these are all issues that need to be considered before opening a store. In terms of overview, it can be divided into three points, namely category, price, and style.

　　After determining your product positioning, you can find competitors similar to your product positioning.

　　This store is an example. From the baby information in the whole store, it can be seen that this is a mid-to-high-end women's clothing Tmall store with a price of between 300 and 400. So, taking this store as an example, how should we find competitors?

　　1. Redirect competitors through search terms

　　Search for search terms that are most consistent with the store baby on Taobao, and then accurately compare the competitors according to the store's unit price. More specifically, you can further accurately compare the competitors according to the properties of the store baby. For example, if this store mainly focuses on chiffon, you can further define the "chiffon dress" and "chiffon ladylike style" on the search page.

　　2. Conquer competitors through sales

　　Based on the average sales volume of your own babies, several sellers with similar customer price and sales volume as the target of competition analysis. Finally, we will give you e-commerce operation information, which will be helpful to everyone. At this time, you can find the relevant sellers on the Taobao search page based on sales, and then find the ranking of the store baby, identify the closest styles before and after the baby, and analyze the closest stores as competitors.

　　3. Conquer competitors through promotional activities

　　The current software functions are very powerful and can conduct a comprehensive analysis of competitor products. Whether it is Taobao, keywords, direct trains, or other activities, you can see it.

　　Taobao Customer also tells you about his promotion analysis principles. You can start with the marketing plan commission of competitors, and observe the promotion volume of 30 days and the commission paid for 30 days.

　　Through data analysis, it can be clearly seen that the commission of competitor Taobao customers is between 5.5% and 10%, and the monthly promotion volume of hot-selling single products is 180 pieces, 165 pieces, and 150 pieces. Through monthly promotion expenditure, the sales brought by Taobao to competitors can be calculated, and the corresponding Taobao customer commission and monthly promotion number of popular items in their stores are compared with competitors, and corresponding adjustments are made, as well as Taobao customer promotion plans to attract Taobao to promote its own store.

　　4. Conquer competitors through keywords

　　Competitor keyword analysis, through the analysis of keyword presentation of competitors' Taobao PC, PC direct, wireless, and wireless direct, for example, analyze chiffon splicing dresses, and use the corresponding search popularity of the entire network, popularity search changes, click rate of the entire network, and the number of products on the entire network, to explore whether there are hot words for increasing traffic in competitor keywords, and targeted defeat of the enemy. Sprint and intercept competitors' traffic hot words.

　　5. Use the details page to analyze competitors

　　After locking in competitors, in addition to using some software to learn about the competitor's promotion, the most intuitive way to understand is to click in and observe the details page and buyer comments. Let’s analyze competitors as an example from the above store.

　　First, open the opponent's details page, and we can see a screenshot similar to this. This is the property page of this baby. There are many attributes here, such as: style, skirt, sleeve, popular elements, etc. for analysis. Check whether the store attributes are accurate.

　　Then analyze from the details page: Since the details page is the last level to promote consumers to place orders, it is recommended to compare the details page. At the same time, you can also pay attention to whether the competitor has detailed page activity posters in the near future, display the baby, display the details, whether the product selling points are just right, and whether the description of the buyer's pain points is simple and clear. It is more about finding the competitor's details page worth learning through comparison, so as to learn from it.

　　6. Analyze competitors from comments

　　Competitors’ comments are actually a better way to understand the needs of similar people in stores and are a place worth studying.

　　Through the analysis of competitor reviews, we found that some buyers care most about the slimness, quality, comfort and feel of the skirt, and the service quality is also what buyers care more about. After understanding the buyer's needs, look back at what comments in your store are not done well and which ones are done well and can continue to maintain them. When checking your own comments, you can see that the buyer is more acknowledged by the quality of his baby's style and is satisfied with the feel and comfort.

　　Many sellers are skeptical of the authenticity of the review, so you can dig deep into the competitors and ask everyone. By asking everyone, you can clearly discover the disadvantages and existing problems of the other party’s products. As for the issues that consumers care about, by asking everyone, it is obvious that consumers are not satisfied with the slimming effect of competing stores and do not look slimming. They analyze the existing problems and analyze whether there are the same problems in their own stores, whether there are solutions, and whether they can find new selling points to allow their products to break through among competitors.

　　The positioning and data of competitors are mainly analyzed in the above dimensions. Therefore, if you want to build a good store, it is important to know yourself and your enemy. By intercepting traffic, mining and mining competitors, you can survive the big waves of Taobao.