Sales of hot products in season change decline, how can the store counterattack?

　　Many people left messages to the editor and said that they found that the traffic of Taobao's popular products has declined significantly and sales have also decreased a lot year-on-year. So what are the reasons for the decline in sales? The same product has two competitors diluting traffic at a lower price and reducing the conversion of this product. This is the risk of a single product hit. The cake is so big. Once other competitors follow the model at a lower price, you have to face the competitors' dilution of your traffic and conversions. The sales of popular stores have declined, and this problem also requires us to think carefully. We can organize the data from one month of history and the data from the glory, and judge whether the traffic has declined or the conversion rate has declined. If the traffic has dropped, why is it falling? If it is conversion rate, what is the reason and what changes have been made recently.

　　What factors may be affected by conversion rates?

　　Many people think that the conversion rate of popular products is fixed and will basically not change. This view can be said to be wrong, and the conversion rate is affected by many things.

　　1. Brush orders and reduce rights

　　Baby was invisible downgraded due to violations, such as false transactions, resulting in a decline in traffic and sales. Everyone should know that the order brushing and downgrading rights are reduced. Compared with some systems that are too obvious, they will automatically filter, and the ranking will not increase but will decline. Since Taobao strictly cracked down on order brushing, a number of order brushing studios have closed down. These days, it is about methods rather than blindness.

　　2. Seasonal products

　　Seasonal traffic and sales decline, and the sudden lack of traffic for hot products is also partly related to the change of seasons, especially the clothing category is more obvious. Normal clothing category is April, May, June and July. The hot products before the seasonal update will definitely not be used, so we can only create a seasonal hot products again. For example, many categories are divided into off-season and peak season, which is still considered off-season at present. After May, the overall traffic and sales will increase significantly.

　　3. Confirm the receipt

　　After the Taobao system is updated, the search rankings are not ranked only by sales and sales, but more importantly, the proportion of confirmed receipts accounts for a larger proportion. Although there are a lot of sales in daily life, it does not mean that you rank. Confirmation that the low receipts lead to a decline in search ranking is also one of the reasons for the loss of traffic for hot products.

　　4. Stability

　　Everything will have stability, and the weight of a product is also related to your click-through rate, conversion rate, and average customer price. If our hot products are not stable, it is easy to have no sales after a high sales volume. Therefore, while maintaining popular products, you should pay attention to the stability of the product.

　　5. Modify the product

　　If we delete product attributes, it will affect our relevant weights. It will change the corresponding product Sku. It is also one of the reasons why the hot products suddenly have no sales. It is OK to add product attributes, but do not delete the corresponding product sku.

　　6. System factors

　　Sometimes our hot products suddenly have no sales, and it is also related to system factors. When the system defaults that our products have no core competitiveness, our display position will be reduced, resulting in a rapid decline in sales. Therefore, sellers’ products must have their own core competitiveness and differentiation.

　　The above are the reasons why some hot products may suddenly decline in sales. Sellers can check and solve them one by one. In addition, if it is a system factor, sellers can choose to ignore the solution in this aspect. The same is true. Our products are very good in terms of quality and other aspects, but as long as there are competitors, we will be under pressure. This is an unchanging fact. Recommended reading: Taobao operation skills help create hot products, with traffic exceeding 1,000