The season of gold, September and October is coming soon , which is about to be the golden September, October and Double Eleven. Double Eleven is also an important festival for e-commerce people in the year. If you want to make a fortune on Double Eleven, you must seize the golden September and do a good job in store marketing activities in September. Don’t fight unprepared wars, arm your whole body, and whether it’s track overtaking or continuing to rank among the top, August and September are golden sections that cannot be underestimated. Doing September well may make October easier. If you grasp the important three months of a year, then store sales will increase significantly.
September is coming, will Double Eleven be far away? Are your hits ready?
This is a home furnishing store, now at the sixth level, with monthly sales of 260,000. This store has been in almost a year. When I first took over, I could only sell 10,000-20,000 yuan a day and could not break through. After taking over, I created a hot product and then made a hot product group. The boss is also very cooperative, he can spend time choosing the product, has a certain market vision, and supports it in funds. He also trusts us. The time, place and people are in harmony. Gradually, the store is built.
Nowadays, the direct trains are about 1,000-2,000, and paid traffic accounts for 10%. It basically depends on Taobao searches. For a while, the homepage of Taobao was also very popular, but the conversion was not stable. The old men all know that the traffic on the homepage comes and goes quickly, and it is difficult to grasp it completely. Now stores mainly form a hot group, like a chopstick, which is not easy to break.
This store has a medium average customer unit price, good conversion rate, and PPC has also dropped to an acceptable range (not comparable to clothing PPC), so the production ratio is very high, basically above 5.
Today I will share with you how to choose, test, increase weight, and create hot products in the season change.
1. Select the model
My philosophy: Product is king. Whether a product can be made is decided before it starts to be promoted. Promotion is just to realize it; whether a product can explode is determined before operation; how to lay a solid foundation for the store, how to make products is the focus of all work and the foundation for building a house; a solid foundation, and adding bricks and tiles is a natural result, and the foundation is not solid. No matter how you add bricks and tiles, there will be a time when the building is poured out. The focus is that it is a place where you spend your time and spend your time. You must not put the cart before the horse and choose products casually , but you are concerned about how to shua, drain traffic, and drive every day.
Things to note when choosing a product during the season change:
1. For popular products from previous years, re-link and focus on cultivating;
2. Analyze the popular related products of TOP sellers;
3. Visit the market more and discover potential products through a unique perspective;
The selected products must ensure stable supply, complete product supply chain, and pass the quality. When pricing, you must ensure profitability, and also consider market acceptance . Next is the model taking photos, which is crucial. As we all know, Taobao sells pictures, and the quality of the pictures directly determines the click rate. Therefore, taking photos requires a lot of effort. Big sellers have their own fixed models and relatively fixed photo styles. The click rate of the photos taken is generally relatively high. Then it is put on the shelves, do basic sales, and buyer shows.
2. Test model
Are the products we have initially screened? Are they surely able to make or make a big hit? What we say doesn't count, we also need to rely on data to further support it. Next is the model to be tested on the car.
Plan: If it is a store with more models, a special test plan will be given, and many models will be placed in a plan for testing; if it is a store with less models, a plan will be made for convenient control of daily limits, time sharing, etc. Put the package into a plan for the same type of product.
Keywords: There are about 20 standard grade 2 precision long-tail words, and about 10 standard grade 2 large words.
Bid: The non-standard products are bid to the first 20 items, and the standard products are bid to the first 3 items.
Daily limit : 300-500 yuan or PPC*200 clicks.
Time discount: 100% delivery at 08:00-23:00, and the remaining time can be discounted 30-50% according to the situation.
Crowd: You can not be a crowd during the test period.
Place of delivery: No placement in remote or overseas areas, all the rest are put into place.
Delivery platform: Only deploy wireless terminals.
Creativity: The four creative ideas are fully completed. The creative title should be carefully analyzed to be original, smooth and detachable. Generally, the beginning and end are big words, and the middle part is attribute words or modifiers to increase relevance.
After 3-5 days of testing, each product requires more than 500 clicks, check the click rate, collection + purchase, and conversion. Generally speaking, the click rate is 1.5 times higher than the industry and the collection and purchase are greater than 10%, which can be determined as a hit product and can increase the promotion. It is normal for new products to convert low in the early stages, so don’t worry too much. If the conversion is also very good, it will be more certain to be a hit product.
Again: Testing the model is a necessary process, and this money cannot be saved, because it is impossible to test the model, and it is still not possible to take pictures and then go sideways. The money wasted in the process of giving up the model directly is far less than the money wasted in force to promote a product that is not suitable for the market.
3. Increase weight
Now the product is determined to be a hot product, and a separate plan will be launched for promotion. If there is a basic store, especially a store with hot-selling products or popular products, directly conducting affiliate marketing can increase traffic.
The core of increasing weight is the incremental number of clicks. For example, if your clicks were 100 yesterday, you would need 150 today, and there would be 200 tomorrow, and so on, the system will feel that your product is welcomed by buyers, and the platform is more willing to push popular products to buyers, and your weight will increase. In the process of increasing the weight, set daily limits based on actual situations such as clicks. The most direct manifestation of the increase in weight is the increase in quality scores and the decline in PPC. More direct, the burning of money is faster and it is offline very early.
4. Push and explode
Well, the weight has been increased. Now our products require a lot of traffic to trigger the platform's threshold and trigger a large amount of natural traffic.
Keywords are the carrier of traffic, and a large amount of traffic is required, which requires a large amount of keywords, especially high-quality keywords; a large amount of drainage means a large amount of fuel costs. Therefore, the focus of work at this stage is to add a large number of high-quality keywords and attract traffic at low prices. The sources of keywords include systematic recommendations, drop-down boxes, hot word lists for business consultants, transaction words for store transactions, high-quality keywords collected by ordinary people, and promotional words for traffic analysis, etc.
An effective way to reduce PPC is the price drag method. The towing price method has requirements for quality and weight. When the quality score is unstable and the weight is low, it is unreasonable and unwise to rush the price. The PPC will definitely be high in the early stage of getting on the car, because you must stabilize and get the ranking well before lowering the PPC. When the quality is stable for at least three days and the daily limit does not decrease, you can consider dragging the price after burning it out in advance. The core of dragging the price is dragging and dragging the time-sharing discount. The key point is to slow down. Each dragging the price is 5%, and the daily dragging price does not exceed 10%. The difficulty is observation and disposal after dragging.
There are two situations after the price is dragged down:
1. After the price is dragged, the number of clicks and displays has not decreased significantly, and the time discount is lowered again; this situation is what we expect, and we can see the increase in clicks and the decrease in PPC under the same limit;
2. After the price is dragged down, the number of clicks and displays will drop significantly. It is not the time to drag the price. Quickly pull the time-sharing discount back to its original foundation, and continue to try to drag the price after two or three days of stability;
Cooperate with targeting, and burst the Taobao homepage and Taobao search
The express train is just a tool for traffic diversion. No matter how low the PPC is, it is still a paid traffic diversion. Our ultimate goal is to use the express train to let Taobao see the quality of our products, and then give us a large amount of free traffic mainly searches on Taobao and Taobao homepages.
At this stage, we have the weight and foundation of our product, and we also need to cooperate with the directed promotion of the express train. We may like to targeted delivery. How can I get the Taobao homepage and Taobao search? By optimizing the search and promotion of direct trains, the exposure rate and click traffic of promoted products will be improved, and the collection and purchase indicators of individual products by the people entering the store during the wireless search and promotion of direct trains will be improved. Through targeted settings, the system will fully display and expose people who have entered the store and people who have not entered the store, bringing a lot of traffic. This is the process of obtaining Taobao homepage and search traffic. After getting the Taobao homepage and search traffic, whether you can continue to get the traffic or a flash in the pan depends mainly on the conversion and pitfalls. By grasping the conversion, you can grasp the Taobao search and Taobao homepage.
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