Taobao has weakened again, so how to play Taobao in 2018

　　Many people have reported to us that it seems that the traffic of Taobao mobile phones is getting less and less ideal, and I feel that Taobao mobile phone search is weakening step by step. In fact, this phenomenon has started since last year, but it was not very obvious at that time, and no one paid much attention. However, this phenomenon has become obvious recently. The specific manifestation is that the way to drive Taobao search traffic to make hot products through direct trains has become less effective. Moreover, through a period of time, it was found that the search traffic is not as high as the same period. What is more important is that Taobao's further strengthening of homepage traffic this year has further declined.

　　Originally, the competition in search is very fierce, and for this reason, the competition has become even more tragic. Big sellers are still a little bit better. With strong financial strength and operational capabilities, they can ensure that their search traffic will not be reduced a lot. Usually, big sellers know Taobao's trends and support, and can keep up with Taobao's pace. However, as small and medium-sized sellers, we don't have these conditions. If we don't want to be fiercely competitive in search and have nothing left to eat, we must think of other ways to play other than search traffic. So what else can Taobao play other than search traffic? Let me tell you about the different ways to play Taobao in 2018.

　　In fact, it is particularly simple to understand this problem. If Taobao traffic is compared to a canal with a constant flow rate, then the search flow is the farmland that is watered by the canal. It turned out that there was only one farmland, so all the water flowed to the search flow. However, later, the farmers opened up several new farmlands in order to plant different crops. These new farmlands also need to be watered, so fewer search flows are assigned to the search flow when the canal flow remains unchanged. I say this to tell everyone that in fact, Taobao’s traffic has not decreased at all. It’s just that Taobao has divided traffic to other places in order to enable buyers to have a better shopping experience. So where has Taobao been divided?

　　Just open your mobile Taobao and look at the homepage. There are various traffic entrances and channels. The disappeared part of the traffic is here. We just need to focus our attention here and continue to get Taobao’s traffic from here.

　　I divided this part of Taobao's traffic into two parts, one of which is the public domain traffic on the homepage we see, such as activities, you may like, live broadcasts, daily good stores, etc. We can all strive for traffic. Another part is the private domain traffic represented by Weitao that has once created social communication with our store. So I will tell you how to do it from these two perspectives.

　　Let me first talk about how to obtain the public domain. I have also classified this part of the traffic. The first category is the activity traffic that requires us to register. The specific representatives include Juhuasuan, Taobao rush purchase, gold coins, daily special offers and other large-scale official activities. This part of the traffic requires our store to reach a certain level or sales before we can register. However, there are also some daily small activities that serve small sellers. Although the traffic is not as high as the traffic of large-scale activities, these are essential steps to get the store to large-scale activities. For specific activities, you must pay more attention to Taobao’s Taobao marketing. There are all activities on Taobao. We only need to look at and search every day to find the activities that suit you. Remember this area, because this is a key point of Taobao.

　　The second category is that you can only passively obtain the traffic you can rely on the Taobao system to capture and then distribute it to you. The most representative part of this traffic is that you may like it. The most important principle of Taobao’s distribution of traffic is that you are tagged, which is what we call thousands of people, so this requires us to label our own tags from the beginning so that the system can capture us more accurately. Another principle is the collection and purchase rate, which means that we need to let customers who come in, add the product to the shopping cart even if they do not make purchases. The best way to increase the purchase rate of customers is to do some store activities, so we must learn how to plan store activities to achieve this goal. Common activities include giving gifts, adding purchase screenshots to customers to receive exclusive coupons.

　　The third category is traffic that can only be obtained by looking for specialized people to cooperate, such as Taobao Live, Taobao Toutiao, Youhaocai and other experts. This is also my favorite part of the traffic this year, because as long as the experts I find focus on the river basin and its fans, as well as the tone of my store products, the basic conversion is very high, and the traffic of experts such as good goods and must-buy lists basically only needs to be paid once, and I can get this traffic far and wide. The other is live broadcast. To be honest, although live broadcast is a trend and the effect is much better than other channels, live broadcast is not suitable for all categories. At present, live broadcasts are most suitable for women. Live broadcasts such as clothes, beauty makeup, mother and baby are still OK, but other categories are much worse. (A word of mouth, I have some essential forms here. If you need them, you can read my introduction at the end of the article, and there is a way to obtain them). In fact, among these three types of public domain traffic. My most recommended is traffic such as the must-buy list that mainly has expert traffic. The specific reason is that the cost is low and the traffic is stable and the conversion is also good. You may not like the situation where the traffic suddenly explodes and the conversion is still very low, nor will it cost too much like live broadcasts.

　　Let me talk about the representative of private domain traffic: Weitao. Weitao is not short-lived, but it has never been valued by everyone. I believe that this tool is just a tool to maintain old customers and it does not bring many visitors to its store, so there is no need to maintain this part. Therefore, Taobao has revised Weitao in response to this situation, so that the data performance is not only visible to fans of its own store, but will be captured and posted on the corresponding section above Weitao, so that more people can see it. So when we make this change in Taobao, we must do Weitao in the store. In fact, it is quite simple to do Weitao. It does not require advanced technology like the direct-through diamond exhibition. As long as we understand the store's products ourselves, and have a certain textual foundation to analyze the product's selling points to customers, we only need to understand what customers in our store need, and then operate according to the tools of Taobao Weitao backend.

　　Weitao’s backend is really simple and easy to understand and easy to operate, which greatly facilitates our sellers’ friends. Therefore, everyone must pay attention to this aspect of the store Weitao, which runs the store well, retain the traffic of its own store, and then look for other traffic.

　　The above briefly introduces what are the main points of Taobao in 2018 that will operate better when facing the continuous weakening of Taobao’s search. We suggest that we try it on Weitao. If you try it through multiple channels, there will always be unexpected surprises.