With the completion of the comprehensive revision of the Taobao page, the new version of the Taobao APP is also gradually promoting it. Compared with the past, the information flow of the "Guess You Like" product of the new Taobao APP is significantly ahead of schedule. Under the new algorithm mechanism, Taobao pays more attention to the click-through rate and conversion rate of single products. It turns out that unknown small and medium-sized buyers and brand merchants that have always focused on content operations may usher in new opportunities. But can you seize this opportunity of bonus?
In fact, it is equal for every merchant, but if we want to seize this opportunity, we need to study Taobao well and do a good job in Taobao operations in order to seize this wave of dividends and make our store come alive.
The new version of Taobao will recommend products and content based on users' consumption and browsing history, rather than displaying fixed columns. In other words, users will see their favorite products more easily. "The framework used to be based on business, but now it has completely broken up." A Taobao insider said that this means that product display is more in line with users' browsing habits, rather than Taobao business. Only by constantly being in line with customer needs can transactions be more likely.
Revised Taobao
Taobao said that behind the advance information flow is the change in Taobao's algorithm mechanism, from the strategy of finding goods to finding goods, and paying more attention to the thousands of faces of algorithms.
Algorithm mechanism changes pay more attention to single products
According to the person in charge of the relevant product on Taobao’s homepage, Taobao has comprehensively upgraded the recommendation algorithm for the new homepage. With the help of the power of refined operations, the single judgment dimension of "consumption behavior" is enriched and expanded into consumption scenarios. "The recommendations made by these consumption scenarios covering factors such as life stage, consumption needs, interest preferences, etc. will be more accurate, more humane, and more efficient. This will be the most important step for Taobao to truly realize the "people-centered" algorithm technology."
Under the new algorithm mechanism, the most influential ones are small and medium-sized brands. It turns out that those unknown small and medium-sized buyers, brand merchants who have always focused on content operations, will usher in new opportunities under the new algorithm mechanism.
Compared with the previous adjustment of Taobao's algorithm mechanism, the most important changes are as follows from the merchant level:
1. The system reduces paid promotion resource locations (real-time dynamics)
For example, the resource position of a certain merchant is in the 7th, 11th or 15th position, but after this adjustment, it shows a real-time dynamic. Merchants cannot obtain promotional resource locations through paid payment. In this way, some merchants' resource positions are reduced on the homepage, while some merchants have no resource positions on the homepage. This increases the difficulty of using the direct-through drilling exhibition to launch "Guess You Like" to obtain traffic on Taobao homepages, and also increases the budget.
2. Added 3:4 long picture display weight (clothing category)
It is mainly in the clothing category. If the merchant is doing men's and women's clothing category and wants to do "Guess you like", you should pay attention to using the advantages of long-picture weighting to obtain traffic on Taobao homepage.
3. Increase the weight of search behavior and also increase the display time
If the user uses the sharing behavior to see a certain baby, the time it will be displayed on "Guess You Like" may be shorter; if the user searches for some core keywords, such as after searching for "T-shirt Male", and then clicking on the relevant product, the T-shirt Male displays similar baby in "Guess You Like", and its display time is greater than that of the sharing behavior.
4. The assessment of the click-to-stay time of single items has been added.
"Under the new algorithm mechanism, the homepage 'Guess You Like' has become the focus of merchant operations, and its consideration weight has become more of the user's click-through rate and user stay time for single products."
Under the new mechanism of Taobao, it is still easy to obtain traffic first. As long as we do a good job in operations and fully learn to understand, we can fight this battle well. Since Taobao has been criticized for its less and less traffic, it seems that there is a big move to happen this time. Are you still hesitating? Get moving quickly, the store is about to take off...
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