Many small and medium-sized Taobao sellers have this question, why are there no good rankings for high sales? Why are they new products but not supported? Why are they the same style and the same promotion method, but you have only a handful of traffic on other people's Taobao homepages? Why are there so many reasons? In fact, it is just because you don't understand the rules for the allocation of Taobao traffic. Let me explain it below!
1. Fragmentation leads to increasingly dispersed channels for traffic
Open the business consultant, click "Store Source" in the "Source Analysis" of the "Traffic" functional module to see the data on the wireless terminal in the past 30 days.
From a general perspective, Taobao, Taobao, and autonomous access, and then Taobao traffic is subdivided into free traffic and Taobao paid traffic. If you recall, when I was operating Taobao a few years ago, the acquisition of traffic was basically concentrated on some limited channels: free search traffic, paid direct traffic, drilling exhibitions, Taobao customers, and activity traffic. But what about now? Let’s click “Tao No. 5” to take a look:
There are 21 channels displayed in this store, but it is more concentrated on "TaoTao Search", "Free Others in Taobao", "TaoTao Asks Everyone", and "TaoTao Wangxin". Other sellers may be concentrated on "TaoTao Home Page", some are concentrated on Taobao live broadcast, and some are concentrated on the Life Research Institute...
This is actually easy to understand. An extremely important impact of smart devices on people's lives is: fragmentation. The impact of this fragmentation on shopping is reflected in: fragmentation of shopping time, fragmentation of shopping channels, etc. In the past, when we bought things on the PC, our regular browsing behavior was: open the home page of Taobao (or Tmall), and then search for keywords in the search box (which may also be category searches or other behaviors), find the product you want, and place an order to buy it. In other words, on the PC side, most of the time, we have a demand and then take the initiative to buy it.
But what about shopping behavior on the wireless side? Consumers may read an article and then buy things, or they may watch a live broadcast to buy them, and there are currently many channels. Therefore, in this sense, the traffic entry into the store may even be infinitely dispersed in the future, even if it is the platform's own traffic (you can know from the current traffic structure). When we only consider our own traffic, you should focus on its recommendation logic. In other words, as long as the traffic comes from the platform, there will be his recommendation rules. Only by grasping these rules can you get more traffic.
2. The platform will match more traffic to "excellent stores"
We all know that Taobao made a statement in the past few years: the fundamental purpose of de-hit products is to focus on building "excellent stores". Under the early thinking mode of popular products, traffic will be more tilted towards popular products, and the search sorting rules will also consider the score of the product itself.
Now Taobao Baby Ranking Score is the result of the combined effect of "Shop Comprehensive Score" + "Single Product Score". However, under the trend of "small and beautiful", the overall score of the store is getting higher and higher. Then, the question is: what factors do the store’s comprehensive quality score depend on?
Store level - This is a store that determines the ceiling limit. No matter how good your product is, the free traffic you can get is also limited. This is easy to understand. Large stores deserve more support because they have the strength.
The store’s service quality - including your DSR score, whether there is any quality refund, other data on refunds, etc., especially pay attention to the changing trend of DSR scores. If it continues to decline, it will have a relatively large impact on the service quality score.
The sales situation of the entire store - not only all products are not unsold products, but have sales volumes. If most of the treasures in the store have very little sales (such as just one or two), it also means that the sales rate is not good. In different industries, there is a threshold for the sales rate indicator (in other words, you can understand it as the dividing line of the industry. Above this dividing line, your score is OK, and under this dividing line, it may have a great impact). For example, the clothing category has relatively high requirements for sales rate, especially after reaching the third level, because at the first and second levels, due to resource limitations, the operational ability of single products is more tested.
The situation of illegal points deductions - if the store has illegal points deductions, the impact on the overall comprehensive quality score is quite large. Therefore, many times, people don’t think that the reduction of the rights of single items will have no impact on other products in the store. The direct impact may not be, but it will affect the overall search weight of the store, and then affect your single item weight. So, you know why sometimes your store violates regulations and causes a sharp decline in traffic for hot products.
Under the personalized trend, in order to maximize the value of each traffic, Taobao will match according to certain rules. All you can do is to find the logic behind the change, so that you can know what it is now, why it is like this, and what it should be like in the future.
The above briefly introduces the new matching rules for Taobao traffic. When we are doing e-commerce operations and Taobao operations, we must first understand the rules of Taobao and do targeted operations. Only in this way can we better do a good job in store operations.
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